Boost Your Website By Localizing Your Content


Businesses tend to live in a bubble. For most firms, the immediate plan is to deal with the people that are the nearest because they are the easiest to reach. Then, the plan inches forward to increase the customer base. Although there is nothing wrong with this approach, there is a glaring gap between the people you market to and the overall internet users. Almost 40% of the world’s population is online, which equates to around 3 billion people. With your current tactic, you will be lucky to reach 1% of this number.

The reality is that there’s an enormous amount of people surfing the web, and they don’t stick to their boundaries. They are happy to view content on any site from anywhere in the world because the cyber highway is limitless. This means you are a potential host, yet your strategy is inhibiting the site’s ability to go global. Going global is the right thing, and you have to localize your content to the customer’s surroundings to do it.

Don’t know where to start? Don’t worry because everything you need to know is underneath.

Analyze The Market

Over time the strategy will change, but it begins like any other. How do most plans start? They tend to start by analyzing the market to figure out things like the geographical market. Plus, you also want to know who your target customer within the location is and what language they speak. When you have this information, the business can come up with a plan with how it will tackle the major problems. Intelligent companies always want to know how the customer acts and reacts before they decide to go live. Whether that is your current plan or not doesn’t matter. What is important is that it becomes the plan, and it happens as soon as possible.

Plan Keywords For SEO

Search engine optimization is crucial for any business in 2017. The right strategy can increase the traffic rate by hundreds of percent, and that’s not an exaggeration. However, with regards to your normal strategy, it’s time to throw it out of the window. Ok, don’t get rid of it all together because it’s still a major player in for your traditional platform. But, you do have to begin to plan for the people outside of your prism. Localized SEO is unique because it involves a host of words and phrases in a foreign language. Just like you would for an English speaking site, it’s vital to maximize customer searches in their language. To hit this target, a native speaker is a must, and a background in SEO would also be welcome. Anyone that wants to go the extra mile can develop multiple versions of the site in different languages. It doesn’t take much effort, and it’s much better than translating it through Google.

Use A Translator

As far as advice goes, it’s hard to stress how important this tip is to localizing a site. In plain language and without trying to be harsh, free translation services aren’t very helpful. They seem that way because they are free and look like they do a good job. The truth is that you can’t be sure they are effective because you don’t speak the language. What is well worth remembering is that different languages don’t always follow the same rules as English. As a result, words and phrases don’t always have a direct opposite but apps translate it this way all the same. When it appears on the site, it may look odd and turn the reader off or won’t make sense. A professional translator, on the other hand, understands the language and uses their expertise to your benefit. That way, the site, wherever it looks to target, will always make sense and keep the reader turned on.

Know That Google Isn’t King

Speaking of Google, here’s something you might not realize. The search engine might be the most powerful and influential in the western hemisphere, but that isn’t the case around the world. In China, for instance, Bing is one of the most popular search engines. So, trying to maximize a website strategy through the normal channels won’t work. Well, it might work, but it won’t work as effectively as usual. The trick is to figure out which engines are the most popular in your target areas and then adapt the SEO plan. If Yahoo is the number one in Australia, for example, it’s imperative to research the keywords that rank with that search engine. This is a great tip simply because most firms don’t think Google isn’t the king of the castle around the world.

Choose The Right Content

Content continues to be the great equalizer for sites that want to lead the market. If you don’t know, firms with quality content flourish because customers flock from miles around to read unique posts. The good news is that the content won’t have to change much to have an impact. In fact, if it ranks back home, it will rank around the world. However, there are still tweaks that need addressing before you can be confident the site will thrive around the globe. Of course, it goes without saying that the content is in their first language. It is possible to translate a page, but this can make consumers bounce because they can’t be bothered. They are much more likely to look for and read the content if it appears in their native tongue. Also, always address the cultural differences for maximum impact. Something that seems benign might be offensive in a particular area, which is why you need to brush up on your politics. For example, a food site aimed at Middle Easterners which promotes pork dishes isn’t going to be successful.  

Structure The Site Accordingly

Experts in online presence will tell you that the site structure is imperative, and they are correct. The way that your visitors tackle the site is critical in their final judgments. Take the landing page as an example. The landing page is the most commonly visited page on almost every website. Logic dictates, then, that this should be where you foreign visitors land when they type in the domain name. It also dictates that this page should have as many keywords and phrases as possible, as well as lots of interesting content. People make their mind up within seconds of landing, which is why you should go big from the beginning as there is less chance they will bounce. And, the ones that don’t also tend to make conversions such as buying a product or registering to the site. It goes without saying but the landing page needs adjusting for every audience.

Don’t Dismiss Psychology

Psychology works, and that is a fact. What is also a fact is that certain cultures respond to particular cues, and you can use these cues to your advantage. Colors are always the best example because they are so effective. In the Orient, red is a color that they associate with prosperity as red letters signify money and so forth. Although you won’t be offering any money, you will trigger the part of the brain that deals with this emotion. The audience won’t realize it, but they will still react in a positive manner as their mind is programmed to do to particular stimuli.  On a different note, Australians respond well to cues which they deem to represent manliness. Although not every Aussie thinks this way, the society does use stereotypical ideals of masculinity in a big way. So, if you use content with ‘banter,’ there is a higher chance of a positive response.

Optimize Social Media

Just like billions of people surf the web, billions of people use a variety of social media platforms. What you need to know is what areas use what platforms to add value to the site. Like Google, you don’t want to assume that Twitter or Facebook are the two main protagonists as it could be a costly mistake. Instead, it’s vital to find the evidence which shows what social media mediums are popular around the world. Did you know that Russia, in particularly Moscow, has an affinity with Instagram? Now you do, you recognize that a page aimed at Russian-speaking people should contain the Instagram widget. Every country has a different preference, and it’s your job to find that preference for the sake of the site.

Use Analytics

In a lot of ways, there is nothing too dissimilar about this tip when you localize a site or when you set one up normally. Still, that doesn’t mean it isn’t important. Regardless of your intentions, analytic software is essential as it provides the firm with all the details. As long as you can decipher the information, you can tweak your site so that it performs better with the audience. To be honest, you don’t have to be Alan Turing to crack the code as the data speaks volumes.

Don’t let those billions of online users slip through your grasp – localize your site and snatch them up now.


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