15 March 2016

To localise is wise

Tags:Search, Content, SEO, Data And Analytics

The opportunity  to connect with potential customers who live around the world is among the greatest promises of the online age. Despite this, tailoring your website content so that it addresses a local audience is increasingly pivotal to building strong customer relationships and gaining a foothold for your brand.

Localisation also helps businesses deliver a brand encounter that caters to customer needs. According to the 2015 State of Web Content Localisation, a May 2015 survey by US research company Lionbridge, 83 per cent of respondents believed that localising content would deliver a winning customer experience. But why should businesses invest in localising content rather than simply broadening their reach? Here are the benefits of localising your content – as well as tips for making it happen.

Good news for SEO

Some search engines now contain algorithms that prioritise keywords and information found on local sites. This means that including search terms that feature a local context is far more effective than using generic or universal language. With this in mind:

  • Include city and country descriptors when you add tags, headings, or images
  • Incorporate blog content that speaks to a local audience
  • Understand demographic details about who you’re speaking to before you write copy for your site.

Accounting for your local market will work wonders for your visibility online.

Supercharge your relevance

There’s no point focusing on your website’s bells and whistles when your content rules out the bulk of your audience. Instead:

  • Take time to research the protocol, customs, and communication style associated with your local audience
  • Segment your customer base by geography
  • Customise your landing pages and craft offers that take these insights into account.

By making relevance your priority, you’ll reap greater ROI.

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