Most SEO optimization for websites and apps is done in English. However, a significant portion of traffic is lost when other regions and languages are ignored. Logically, the next step after SEO optimizing your website for English is doing SEO Localization.

However, it is not that easy to do that properly, especially if you don't speak the languages you are optimizing for. If you insert keywords everywhere, it will sound weird and unnatural. Moreover, you need to be aware of other differences, such as currencies and measurement units. Therefore, you need to be strategic about the use of SEO here just as much as in your base language. In this article, you can find tips and actionable steps to ensure your localizations rank as well as, or even better than, the English version.

What is SEO Localization?

Similar to regular SEO, localization SEO helps to optimize your app and website to rank better in search. However, it helps you to rank better also in other desired regions by localizing your content using relevant keywords and other aspects of culture, like currencies for those regions.

It doesn't have to be a region that speaks a different language, as it can also be other dialects of the same language. Optimizing for different countries that speak English is also a good idea. People in the US, the UK, Canada, Australia, and other English-speaking countries use different words to search for information, so having different English options can significantly change the traffic you get from these regions.

Moreover, now it also helps with ranking for AI chatbots. It helps with GEO (Generative Engine Optimization) so you can simultaneously improve both SEO and GEO.

SEO Localization Steps:

1. Conduct Market Research - you need to understand your target audience in each region. Research their search behavior, cultural preferences, and who your local competitors are.

2. Perform Location-Specific Keyword Research - This is where many businesses make mistakes. Direct translations of your English keywords rarely work because people in different regions don't search the same way. You need to identify the actual terms, phrases, and colloquialisms that natives use. Services like Ahrefs and Semrush can help with that. You can see competitors in other regions and see what keywords they use.

3. Choose Your URL Structure - Decide how you'll organize your localized content technically. You can use country-code top-level domains, subdirectories, or subdomains. Each approach has its pros and cons. Just make sure search engines can properly identify which pages are meant for which regions.

4. Implement Hreflang Tags - These technical tags tell search engines which language and regional version of your pages should appear in different locations. It also prevents duplicate content issues.

5. Localize On-Page SEO Elements - Now it's time to adapt all your titles, buttons, descriptions, etc. to the region-specific keywords you researched. The content needs to sound natural and culturally appropriate.

6. Adapt Regional Variations Within Languages - change your content for different currencies, measurement units, date formats, and spelling variations. American English differs from British, Australian, or Canadian English in meaningful ways that affect search behavior.

7. Use AI Localization or Human Localization - you can use Tolgee’s features to ensure that both auto translation and human translation will contain the words and phrases from your SEO research. For that, you can do the following:

   Tolgee’s AI translation uses all available data to translate with proper context. It can use key descriptions, project descriptions, or language notes. So, in there, you can specify which keywords should be used by the AI. The easiest way is to add the keywords and instructions to the language notes

   

   
   Moreover, even for manual translations, you can use glossaries and bulk-add the necessary keywords there to ensure they are used instead of generic words.

8. Build Local Backlinks - Your domain authority (DA) needs to be established in each geographic area.

9. Optimize Technical SEO for Each Region - ensure page load speeds for users in different regions are optimized. Also consider which search platforms dominate in each market. Markets like China rely heavily on Baidu.

What are The Benefits of SEO Localization?

SEO localization creates a competitive advantage by adjusting content to specific geographic markets and cultural contexts. It improves website visibility in local search results and connects authentically with target audiences. This goes beyond simple translation, incorporating local dialects, currency, measurement units, and cultural nuances that build trust and credibility.

Localized SEO also helps businesses get high-intent local traffic, as users searching in their native language with region-specific terms are often further along in the buying journey. Additionally, search engines like Google prioritize locally relevant content in their algorithms,

For businesses expanding into new markets, SEO localization reduces bounce rates by delivering content that feels more native to those markets. Finally, investing in SEO localization enables companies to compete effectively with established local players.

Google Translate vs AI Translation for SEO

While Google Translate or DeepL is cheaper and faster, it does not translate with the necessary keywords or a human-like natural tone of voice. If you want to use it instead of AI translation or manual translation, you will need to manually edit the translations to have the necessary keywords. It is more time-consuming and can be less precise if you are not familiar with the culture.

Conclusion

SEO localization is no longer optional if you want to compete in global markets. It requires more effort than simply translating your content, but the payoff is significant.

The key is approaching localization strategically. Don't just run your content through a regular translator and call it done. Take the time to research how people actually search in each market, and then use tools like the ones Tolgee offers. Tools like Tolgee can improve this process by ensuring your translations and content localizations maintain the right keywords and context, whether you're using AI localization or working with human localizers.