Lire cet article en français: [[Localisation de Sites Web]] --- Website localization is the process of adapting to the culture, language, and preferences of users in a target market. It involves more than just translating the text; it requires tailoring content, design, and functionality to regional audiences. The goal is to ensure that all visitors receive a good experience, regardless of their location. ## Key Aspects of Website Localization Localization considers social norms, dialects, spelling conventions, consumer behaviours, and legal requirements that may differ from region to region. It also includes using images, colours and iconography that resonate with the target audience. Translation is a vital part of localization. However, it goes beyond literal translation. Effective localization requires ‘transcreation’ – translating text while **adapting the message** to the cultural context. Localization focuses on making sure that a website is **easy and enjoyable to use** for the target users. This includes adapting the website’s design, layout, and functionality to match local preferences. It also means that the site’s content should be relevant to the user’s needs and cultural context. Localization involves adapting your **strategy for the target market**, which includes doing keyword research in the local language. This will help to ensure your website shows up in relevant searches using the best terms and phrases, not just translating keywords from the home market. ## Website Localization to Improve Engagement Localizing your website helps you **connect** with your existing international audience and establish a foothold in new markets. Users are more likely to trust and engage with websites that meet their cultural expectations. Local audiences are more likely to engage with your brand if you tailor your content and design, and this can lead to increased sales, higher engagement and conversions. It can give you an edge over competitors that have not yet expanded into markets or have done so without proper localization. ## Steps for Website Localization Develop a clear **localization strategy** by considering the target audience, budget, and timeline. Study the target markets, including customer needs, language, and culture. Tools such as Google Analytics and Semrush’s Market Explorer help pinpoint markets that might have a demand for your products. **Identify keywords** used in the target market to search for your products or services. This may differ from your home market. Adapt the website content to the language and cultural context of the target audience. We call this Transcreation and it goes beyond standard translation, adapting your message to the cultural context. Adapt the **website’s design**, including layout, colours, images and iconography, to resonate with local audiences, and ensure that the website functions correctly in the target market, such as using the right character encoding, currency, date formats and payment methods. **Thoroughly test** the localized website for technical, linguistic and usability issues. This includes user flow, imagery, colour schemes, messaging, loading time, cultural relevance, and other factors that will help you optimize the site. ## Tools for Website Localization A *Translation Management System* will centralize all of your translations and automate a variety of localization tasks. It should allow for collaboration and feedback and should include a translation memory. **Keyword Research** tools will help you find the best keywords in the target language to ensure your website shows up in relevant searches. We identify keywords related to your activity, which we build into your content during translation. We check your translated content before it goes live, using **Linguistic Quality Assurance** tools such as [Antidote](https://www.antidote.info/en/)_**.**_ Ensure that your site uses the *correct terminology* consistently for the local market, depending on the technicity of the products with which you deal. ## Website Analysis Tools We use the following tools to analyse a website: We use [Screaming Frog spider](https://www.screamingfrog.co.uk/seo-spider/\) to audit an existing site and its URLs, to list URLs and identify issues on a website, such as pages not found (404s), duplicate titles, and pages with too short or too long meta descriptions. [Semrush](https://www.semrush.com/) and [Ubersuggest](https://neilpatel.com/ubersuggest/) help us to identify keywords of appropriate volume and difficulty that can be ‘injected’ into the translation. [Use Google Console](https://search.google.com/) to check the indexation of your site and whether pages have been excluded from the Google index whether because redirected or not found. This requires technical intervention on your site backend (DNS or file folder) to authorize Google Console to analyse your site, and may also require header tagging. In any case it will take some time for Google to analyse the site in question. We use [Ahrefs](https://ahrefs.com/) to check a site for issues such as orphan pages, incoming and outgoing links, the presence of tags, the length of meta descriptions, whether pages refer to redirected (301) or not found (404s) pages. [Google Analytics](https://analytics.google.com/) helps us to analyse your website traffic in terms of user behaviour, source of traffic (country, medium) and the behaviour of users. It helps to identify whether they stay on your site or leave it, how long they spend on it and the top-performing pages. ![[website-seo-tools.png]] We also use, as necessary, [Infranodus](https://infranodus.com/) for the semantic gap analysis of a specific text. We can work on any platform, but have particular knowledge of WordPress using translation plugins [WPML](https://wpml.org/) and [Polylang](https://polylang.pro/) and Odoo. ## Keyword Research Keyword research is the process of identifying and analysing the words and phrases people use in search engines to find information, products, or services. It is a fundamental practice in search engine optimization (SEO) and digital marketing, aimed at understanding user intent, optimizing content, and improving website visibility in search engine results. Keywords are the terms or phrases users type into search engines. They act as a bridge between user queries and relevant content online. Modern keyword research focuses on understanding the intent behind a search (e.g. informational, navigational, transactional) to align content with user needs. ### Choosing appropriate keywords In the context of localization and translation, keyword research is about finding equivalent keywords in the target language. In monolingual keyword research, it is about comparing with the competition and the correspondence between the content that you ‘want to write’ and the content that is in demand and likely to be searched for. When deciding what content to write, first identify trial keywords focusing on the subject that you want to write about. If the keywords in the subject you want to write are low volume, you may want to choose a theme with higher volume. Or just go for it anyway because that’s what you want to write about. ![[choosing-appropriate-keywords.png|500]] Perhaps the keyword difficulty is too competitive. You might be able to find a keyword related to your theme, but with a higher volume and lower difficulty. These are editorial choices. Once focused on the keyword that you are aiming for, create content such that the keyword figures in the title, in a paragraph and in a paragraph header. ### Metrics to Evaluate Keywords - Search Volume: Indicates how often a keyword is searched. - Keyword Difficulty: Measures how competitive it is to rank for a keyword. - Relevance: Ensures the keyword aligns with your target audience and content goals - Cost per click is the amount an advertiser pays each time someone clicks on their ad. Keyword Research improves SEO, helping optimize content for better rankings on search engines. It reveals high-demand, low-competition keywords to target and enhances user experience by helping to tailor content to meet user expectations and queries. This should attract the right audience to your website, increasing engagement and sales potential. Conduct Keyword Research by brainstorming to identify topics relevant to your niche. Consider your target audience’s needs and language. Use tools like Google Keyword Planner, Moz Keyword Explorer, or Ahrefs to help generate keyword ideas and analyse metrics like search volume and competition. Analyse your competitors. Study competitors’ keywords to identify gaps or opportunities. Group keywords by user intent or sales funnel stages for strategic targeting. Focus on specific, less competitive phrases that reflect detailed user queries (e.g. ‘best budget coffee machines’ instead of ‘coffee machines’). Keyword research is an ongoing process that adapts to trends, user behaviour changes, and shifts in search engine algorithms. It plays a critical role in creating effective content strategies and achieving long-term digital marketing success. We developed the [[Notion Database to manage SEO keywords]] and to select the most viable keywords for development in a website localization and transcreation strategy. ![[keyword-database.png]] ## Measures in implemented pages The following data is collected from Google Console. Overall site position: ![[site-stats-from-console.png]] Position per post: the position an individual post holds in SERP results. One is top. 65, is 5th position on page 6 of SERP results. ![[position-individual-posts.png]] Impressions: the number of times a post is displayed to the audience. ![[console-impressions-ctr-position.png]] CTR: Click through rate: the number of clicks divide by the number of impressions. Effectively measures the attraction of the post to the audience viewing the impressions. ## Search Engine Optimization By following these steps and using the right tools, you can successfully expand your global reach. Researching keywords and translating them within content improves page indexing and their likelihood of appearing in search results. Analysing webpage structure with tools such as Ahrefs, SEMrush, Google Studio or Ubersuggest, helps to identify linking and content opportunities that could positively affect your website ranking in search engine results. These resources can help identify potential areas for optimizing content creation and developing effective multilingual versions of the website for international markets. ## Transcreated content Technical translations must be precise, using correct terminology and instructions. Some translations, however, can be more ‘loose’, or need a certain creative licence. For instance, in tourism, a text may require different emphases to the source, using specific market-focused terms that attract potential visitors. Transcreation may require poetic or artistic licence to add language idioms specific to the target audience. Transcreation combines translation and creativity, adapting messages across languages while preserving intent, style, and emotion. It parallels localization and highlights the translator’s creative role, essential for effective global marketing by resonating culturally with audiences. This process requires a deep understanding of the target market’s idiosyncrasies and involves creative input to craft a message that not only conveys the original meaning but also aligns with local values, beliefs, and consumer behaviours. For businesses expanding internationally, transcreation is especially critical for marketing copy, slogans, and calls to action. A literal translation might not convey the same persuasive power or cultural relevance, potentially leading to misunderstandings and lost engagement. By considering local preferences, humour, and idiomatic expressions, transcreation helps websites feel native to their audience. Effective transcreation requires collaboration between linguists, marketers, and cultural consultants. It blends creative writing with cultural sensitivity, ensuring that a brand’s voice remains consistent while feeling natural in each language. In website localization, this approach enhances user experience, strengthens brand trust, and ultimately drives conversions in new markets. ## Our Localization Projects We have participated in transcreation projects targeted by range, season, and events for a high-end tableware manufacturer-retailer focusing on keywords identified by search analysis. Upstream, we research and recommend the most suitable keywords. And downstream correct and validate the content, injecting the chosen keywords, in relation to a translation, and transcreated the target content. We have also participated in transcreation projects in tourism and for a board game manufacturer. ## Website Services We specialize in enhancing website content to improve engagement, visibility, and localization, focusing on content quality, SEO, and multilingual adaptation, ensuring that websites not only reach the right audience but also resonate with them. **Website Content, Design and Development** – Structuring and enhancing content to align with UX/UI principles and website functionality. **Keyword Research and SEO** – Identifying relevant keywords and optimizing content to improve search engine rankings. **Website Localization and Content Optimization** – Adapting and refining website content for clarity, engagement, and multilingual success. **Translation and Transcreation** – High-quality translations and culturally adapted content for international audiences. **Performance and SEO Analysis** – Leveraging tools like *Semrush, Ahrefs, and Google Analytics* to assess and improve website performance. **Content Strategy and AI Tools** – Utilizing platforms like *Jasper and YourTextGuru* to create compelling, data-driven content. **Platform Integration** – Working with *WordPress, Polylang, and WPML* for seamless, multilingual website management. We also write original copy as well as translate existing copy, and have written original documentation on productivity, management methods, and software evaluation.