Before diving in, let’s get clear on what we mean by localisation SEO. Search Engine Optimisation (SEO) is all about helping your website show up higher when people search for things online. But the “localisation” part? That’s what is going to help you make your SEO efforts relevant for a specific location, region, or even language. So instead of targeting generic keywords, localisation SEO strategies focus on local keywords, relevant to the audience of the country you are trying to reach.
Think of it as customising your online presence to make it feel like it belongs in the place you’re trying to reach, whether it’s a town in the UK, a city in Japan, or a neighbourhood in Spain. For example, if you’re an Irish company wanting to enter the Spanish market, your SEO needs to be relevant to the search habits of Spanish people. This means more than just translating your content into Spanish, you need to consider cultural differences, popular keywords in that region, and even local competition.
You might be wondering, “Why can’t I just use my local SEO strategy and let people around the world find me?” Let’s put it this way: imagine you’re in Dublin searching for the best barber shop. You’re expecting local results, right? You’d be pretty annoyed if you were shown the top barber shops in Australia. That’s the power of local optimisation, it ensures your business is found by people in the city or country where your services matter the most.
If you want to be found in new regions, you need to be visible where your audience is searching. Localisation SEO helps boost your rankings in local search results, meaning people are more likely to find you and engage with your content because it will feel tailored to them. Localised content isn’t just about attracting visitors, it also boosts conversion rates. If people feel understood and find your information relevant to their needs, they’re far more likely to become customers!
➡️ Do you want to know all the benefits of a multilingual SEO strategy and the reasons why you need one tailored for your business? Check out our blog to know all about it!
For businesses looking to expand into international markets, localisation SEO is essential. International SEO helps you be visible in different countries, but localisation SEO goes one step further by making sure you connect with the people in those countries. If you want to grow your company’s presence in Europe and reach out to France, Germany, and Italy, for example, you already know that each of these countries speaks different languages, they have different cultural preferences and local competitors. International SEO ensures your website is optimised for search engines in those countries and that, once people find you, they stick around because your content resonates with them.
A few ways localisation SEO makes international growth smoother is by optimising the languages, where a simple translation tool won’t cut it! You need to go beyond translating words to translate meaning and context. While Google may be the go-to search engine in most countries, different ones are more popular in specific regions and with localisation SEO, you can optimise your website to rank higher on these local search engines.
Just like in your home market, keyword research is key to SEO success. However, in localisation, it’s about finding local keywords that people in that region are using. What works in one country might not work in another, even if they speak the same language. For example, in the UK, they’re called “trainers” while in the US, they’re “sneakers.” Your content should reflect these differences in keyword usage.
Once you’ve optimised your content for local search, it’s equally important to provide a smooth Localised User Experience (UX). Think about the local shopping habits and expectations. Are users looking for local payment options or fast, region-specific shipping? If your site is not tailored to these needs, you could be losing potential customers. Some ways to optimise UX for local audiences is by offering payment methods that locals are familiar with and specific customer service, with local phone numbers, a live chat in their language, or customer support that operates in their time zone can make a massive difference.
For businesses with physical locations, having an optimised Google My Business (GMB) profile is critical. It ensures that when people in your area search for local services, your business shows up in local search results and Google Maps. GMB is especially important for small businesses or those that rely mostly on physical customers. To optimise your Google My Business profile for Local SEO success, complete your GMB profile, making sure all details are accurate and up to date, including business name, address, phone number, hours of operation, and website URL, and encourage reviews from your clients. Positive reviews not only improve your credibility but also boost your local search rankings, so it’s a good practice to encourage satisfied customers to leave reviews on your GMB profile.
By now, you’re probably realising that localisation SEO is essential but quite complex! This is why a localisation SEO expert, like us, can help you in this situation, as they understand the ins and outs of optimising for different regions, languages, and search behaviours. Creating a localised SEO strategy takes time, especially when managing multiple regions, so hiring an expert frees up your team to focus on other areas of business growth. So, if you’re ready to grow your business and reach new audiences worldwide, get in contact with our team, and we’ll schedule a meeting to get you started!
