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What is localization and how does it work

What is localization and how does it work
what is localization
(Last Updated On: October 26, 2020)

Localization is usually involved with translation, but these terms mean two different things. So, what is localization? Localization is the entire process of adapting a product or content to a specific location or market, according to the Globalization and Localization Association.

What is localization?

Localization makes content more appealing for a specific target market, which as a result makes the audience more likely to buy. According to a study, 75% of consumers said they were more likely to purchase goods and services if the corresponding product information is in their native language. Localized content will not only be in the local language but also in the right time formats. Appreciating local culture in the content is very important. Global campaigns only become successful when they use localization marketing to connect with the customer base.

what is involved in localization

What is involved in localization?

Other than translation and text adaptation, the process also involves adapting other elements to a target market, including:

  • Modifying graphics and design to display the translated text correctly
  • Changing text to satisfy preferences
  • Switching to local currencies and units of measurement
  • Using precise formatting for details like dates, addresses, and phone numbers

But how does website localization work? It’s not just translating your site into new languages. Localizing your website involves adapting it to local standards, while still keeping a unique global brand image. It includes complex processes and a qualified team to pull off with success. The process is the same when you have to localize a mobile app.

Localization steps

Internationalize Your Website

In simple terms, internationalization means preparing your website’s code set for localization. What is localization when it comes to a website?

This first level consists of a set of technical changes to make your website easy to translate into different languages. The good news is that you only have to implement internationalization once. All additional changes to your site will be much easier once you have an internationalized page.

Choose Your Target Markets

Once your site is set for localization, you need to choose which languages and nations you’re going to localize for. Examine potential sales and pick those where you have higher possibilities to sell. Your current audience can offer you helpful hints about where to begin your website localization from.

Make a practical plan and start with a limited number of nations first. You aim to reach as many consumers as possible, but without using all your cash!

localization steps

Translate Your Content

Localizing your website is a process that takes more than word-for-word translation. You need to change your content, to make it clear to read by target people. They should feel as if they’re reading a message specially designed for them not some poor copy of the original version.

Understand the target culture and try to fit in the best way possible.

Optimize Website for Search Engines

Localize your SEO approach to rank higher in search engines. Search the appropriate keywords in your niche and use them to optimize your local web content. The success of your website localization process depends upon your choice of the right keywords in each market. You also need to translate and optimize all meta descriptions, alt tags, and anchor texts. And you’ll have to build back-links from local websites in the language in question, as part of multilingual SEO. Website localization is a complicated process, which includes a mixed team of programmers, translators, linguists, and marketing experts. Start reaching new audiences with localization. Request a quote today!

What is localization marketing?

The localization process can create a positive image of a brand. It is a type of marketing that helps brands connect with their target audience by creating native content. When a company goes above and beyond to put native content on their website or mobile app, it helps them build a positive connection with their customers.

Localization marketing may or may not include advertisements too. You can use localization marketing techniques for everything from software to mobile apps. It is not a common type of marketing, but it should be because of how helpful it is in connecting brands with customers. Localized content is more likely to impress your audience than translated content.

Who does Localization?

Whenever there is a localization project to handle, a localization team has to be assembled. The process cannot be completed by one person or with the help of machine translation. Although there is localization technology in which computer tools can help localization managers, only human experts would know how to put them to good use. With tools, you can access translation memories and manage your project management workflow, but the localized content itself can only be created by human experts.

There are qualified and experienced localization project managers who can create the right localization strategy for each project. They know that localization is a type of marketing. They understand the importance of native content in connecting with the target audience. Successful localization is only possible when both language and localization experts work on the project.

What is the aim of localization?

Localization marketing is one of the many benefits of creating native content. There are some local regulations that every business has to follow. They also have to fulfill legal requirements if they want to operate in a foreign market. But localization is much more than that. It is a way for a brand to make its customers feel at ease. When a potential customer visits the website of a brand, they should feel at home. This is the aim of localization in its simplest form.

It is not just a type of marketing because it also creates a positive brand image. The localization process makes everything from software to mobile apps simpler for users. Software localization means that all the relevant terms will be changed in the target language for the ease of users.

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