Maybe you’ve heard of website localization already, maybe this is the first time. But don’t worry, in this blog we’ll explain what it is and why it matters to your exports!
If you want to grow your European exports and business, firstly you need to ensure people will be able to find your business on the internet. Secondly, once you’ve got your visitors on the website, you need to present them with both text and visual elements that are native to their home country. That will help you generate local demand for your products or services in Europe. Website localization is the process that will help you achieve that. So what is it exactly?
Website localization is a process of adapting, optimizing and marketing your website for customers in your target export markets. It goes far beyond a mere translation; for each of your main European markets you should create a website that will be optimized for local search engines. If your website appears at the top of search results at google.com, it does not mean it will have the same outcome in the UK, France or Germany. People search using different keywords in each country, even if they speak the same language (e.g. the USA and the UK). You should carry out a thorough research of your target market to find out which keywords are being searched for frequently (Google AdWords Keyword tool can give you an indication of that – no need to pay, just sign up). Other (mostly paid) tools can tell you how competitive these keywords are. This practically means – are there many other websites using the same keywords and will it be more difficult to get to the top of search results? Once you’ve identified your keywords (preferably high in search volume and low in competition), you need to implement them (very naturally!) into your content that is translated by a native speaker. This is one of the trickiest parts! Bear in mind that the content needs to flow and sound natural.
Another aspect of website localization you will have to address is design and selection of imagery. Review carefully every graphic and look at it from a local perspective – does it make sense in the country’s context? Images that will most likely need replacing are roads with cars, landscapes, and cities.
These are the basics of website localization. And if you’re ready to do more, create country specific videos, email campaigns and other marketing materials, such as blogs, brochures or ebooks!
But what about social media? Depending on your resources you can either create dedicated social media accounts for each of your main markets, gain followers and post to them in their mother tongue. Or you can use your current social media accounts and create paid advertising to run country specific campaigns in various languages, targeting well-defined audiences.
If you want to grow your exports in the UK, Germany or France, we recommend our ebook:
We develop and market country specific websites for businesses that do not have that capability in house. Get in touch with us, we’ll be happy to help grow your business in Europe!