Localizing achieved proper can ship severe worth. Accomplished mistaken, it turns into a black gap of assets with little to point out for it.
That will help you get it proper, I turned to somebody who’s been deep within the trenches of localization: Erik Sarissky, Head of Worldwide Advertising and marketing and Product Localization at Ahrefs.
Erik has quadrupled natural visitors to Ahrefs’ Spanish weblog in 18 months, going from 5.4k visits to over 22k visits. Along with worldwide advertising actions, he oversees localization efforts throughout 14 languages and consistently evaluates new potential languages.
One in all his most eye-opening wins? After switching from Continental Portuguese to Brazilian Portuguese, Ahrefs noticed an explosion in visitors to its native content material and touchdown pages.
So I requested Erik if he’d be keen to share how he did it—and what he’s discovered alongside the means.
Whether or not you’re contemplating increasing into neighboring markets or exploring development far-off, this information breaks down what truly strikes the needle in localization search engine optimization and what’s simply noise.
Translation is a step. Localization is a system. Let’s break it down.
- Translation is about changing phrases from one language to a different, preserving which means and construction. Consider it like Google Translate, however achieved by a human. It’s correct, however literal.
- Localization adapts examples, references, idioms, visuals, and even the technique to really feel pure within the goal market. It’s the distinction between being a vacationer who memorized a phrasebook and somebody who truly grew up there.
- Transcreation takes issues additional. It adapts the tone, emotion, and intent of a message so it hits house in a unique tradition. A intelligent English tagline would possibly want utterly totally different wording to really feel intelligent in Spanish. It’s much less about constancy, extra about resonance.
In search engine optimization, this distinction issues. You’re not simply translating copy—you’re aligning with how folks search, what they care about, and the issues they’re making an attempt to resolve.
“We already had good content material in English,” Erik informed me, “however there was no clear technique. We have been simply translating every part with out contemplating localization or key phrase analysis. I knew that by fixing this, visitors would develop.”
And it did. That’s why a translation-only method typically falls flat. It misses the nuance, and with it, the visitors.
We have to begin with a wake-up name: localization is now not non-obligatory, as a result of Google would possibly do it for you.
Since early 2025, Google has been more and more translating English content material into native languages and serving it below a Google-owned subdomain (e.g., translate.google.com). This proxy translation exhibits up in AI Overviews, Featured Snippets, and even the common 10 blue hyperlinks.
The consequence? Customers by no means land in your web site. As a substitute, they view a Google-hosted model of your content material, and any clicks or hyperlink fairness are attributed to Google, not you.
“In case you don’t localize your content material, Google would possibly do it for you—and take the visitors.”
If you wish to see if Google is auto-translating your web site pages, you should use Search Console and Ahrefs to search out out:
In Google Search Console, go to Search Look → Translated Pages.
In Ahrefs’ Web site Explorer, open the highest pages report for translate.google.com and apply a “URL comprises” filter, getting into your area title.
The repair? Localize your content material—even minimally. A 300-word native-language model can typically be sufficient to switch Google’s proxy web page within the SERPs.
Making an attempt to localize for everybody directly is a recipe for burnout. As a substitute, do what Erik did: select markets based mostly on metrics.
“We base selections on billing, interface language use, model searches, GDP, and tech adoption. Indonesia stunned us—it’s among the finest by way of billing.”
Spanish was the pilot. We’ve been fairly lively in Spanish-speaking international locations, organizing all types of meetups and collaborating in conferences in Spain and Latin America.
Then, Japan as a result of we have been already fairly common there (extra common than our opponents, if I’m not mistaken). Indonesia emerged as an sudden champion, so it’s going to be subsequent in line. While you let information lead, you make investments smarter and develop quicker.
Have a look at historic demand and potential future upside. Markets with fast-growing tech ecosystems or altering search conduct (like South Korea’s transfer from Naver to Google) could also be extra ripe than they appear.
That brings us to native key phrase analysis.
What works in English received’t all the time work in Spanish, Japanese, or German. Localized search engine optimization begins with native intent.
“We test visitors potential, enterprise potential, and assign priorities. Then we resolve if it’s value adapting or writing from scratch.”
Right here’s what Erik’s referring to.
In Ahrefs’ Key phrases Explorer, you’ll be able to test visitors potential individually for over 200 international locations. By the way in which, visitors potential is the whole quantity of natural visitors that the #1 rating web page in your goal key phrase will get from all of the key phrases it ranks for.
In case you skip this step, you danger optimizing for key phrases nobody searches—or worse, competing on phrases you’ll be able to’t win.
To make issues simpler, you can begin together with your native language, add key phrases to a listing, and let AI present related translations with search engine optimization metrics proper contained in the software.
Right here’s a pattern consequence that immediately dispels doubts in regards to the appropriate translation.
Subsequent, Erik makes use of Ahrefs’ enterprise potential framework to prioritize key phrases. We rating each advertising thought from 0 to three based mostly on how important our product is to the issue.
“In case you’re simply translating every part, you’re losing time,” Erisk informed me bluntly. The smarter method is to decide on what deserves translation and determine when creating from scratch is a greater funding.
For instance, Erik’s crew begins by translating information research straight, as that is essentially the most environment friendly technique. They then create supplementary micro-studies inside these translated items so as to add native relevance.
“We created a workflow to assessment which articles to translate and when to write down new ones. Typically translations don’t make an excessive amount of sense—it’s higher to write down 100% new articles based mostly on native key phrase analysis.”
Earlier than you even begin localizing, step again and map your targets. Think about content material age, market relevance, and search demand. Prioritize items that can carry out, not simply those you’ve not too long ago revealed.
A superb place to begin would to have a look at the visitors and hyperlinks a chunk of content material will get. Simply plug within the URL of the web page in Ahrefs’ Web site Explorer and take a look at these numbers within the Overview report.
To see which pages carry out one of the best, head on to the Prime pages (you’ll be able to moreover filter by nation) and Finest by hyperlink report.
In case your localized content material reads like a slipshod translation, it received’t join. To actually resonate, it must really feel prefer it was written by somebody who lives in that market.
“Once I took over the Spanish weblog, we began utilizing extra examples from the Spanish market and created our personal case research.”
So, the recommendation right here is: use native case research, adapt examples to suit regional norms, and reference the platforms your viewers truly makes use of.
Right here’s Erik exhibiting the outcomes of localizing a information to internet affiliate marketing through the use of native examples:
And that is an instance of how they created a wholly new article about advertising e book suggestions by asking Spanish audio system for his or her favorites, quite than merely translating the prevailing English model.
The outcomes:
Erik’s crew not too long ago began utilizing this method in Japan as nicely. Right here’s an instance of a case examine they created that includes a Japanese company’s success with Ahrefs.
However content material relevance isn’t nearly utilizing native examples; it’s additionally about voice and opinion. In accordance with Erik:
“Sooner or later this might be totally changed by AI, and what is going to matter might be opinionated content material by native authors.”
That includes native authors not solely boosts authenticity but additionally social attain.
And right here’s the bonus: content material like this naturally earns hyperlinks.
“We don’t comply with any particular method [to link building]. These native hyperlinks come naturally, and Web site Explorer exhibits regular development.”
When your weblog content material feels prefer it was created for the native viewers—not simply translated at them—it builds belief. That belief turns into shares, mentions, and backlinks. Put money into content material high quality and cultural connection. Native hyperlinks will come, as you’ll be able to see within the screenshot under.
Erik shared a case examine exhibiting how republishing articles can restore and even enhance search efficiency, particularly when rankings have plateaued or declined over time.
Search engines like google typically favor freshness, and updating indicators that your content material remains to be related.
What to deal with when republishing:
- Replace outdated data. Overview stats, examples, screenshots, and hyperlinks. Bringing every part updated exhibits Google (and customers) that the article remains to be related and reliable.
- Enhance inside linking. Use Ahrefs’ inside hyperlink alternatives characteristic to attach your up to date article to related content material throughout your website. This helps distribute hyperlink fairness and improves crawlability.
- Use Individuals Additionally Ask as a content material information. Examine Google’s “Individuals Additionally Ask” part to search out frequent associated questions and add solutions to your article. This makes it extra complete and aligned with search intent.
- Improve with visuals and information. Add infographics, charts, or up to date statistics to assist your factors. This makes content material extra participating and may enhance dwell time and backlink potential.
AI can velocity up the fundamentals, however it nonetheless stumbles on nuance. You’ll want people to iron out the main points.
We applied an AI pre-translation system based mostly on a longtime glossary, prompts, and translation reminiscence, since AI has the aptitude to be taught and self-improve.
He added:
“The [Spanish] Weblog is run by people for now, however we’re additionally testing AI pulling articles, translating them, and importing to blogs.”
Begin with automation the place it helps most—bulk translation, glossary administration. However all the time go away room for human QA.
You want editors who can spot format glitches, catch damaged hyperlinks, and flag mistranslations or cultural mismatches that AI would possibly miss. Construct in clear suggestions loops between translators, reviewers, and content material house owners to ensure high quality improves with each iteration.
By the way in which, this is applicable to all sorts of content material localization, together with product UI. For instance, we had a humorous mistranslation in Ahrefs’ interface for fairly a while. As a substitute of “don’t examine”, it stated “don’t purchase”.
Model guides and glossaries are essentially the most thrilling, however they’re your greatest protection in opposition to inconsistency.
“Glossary, type information, SOPs… that’s how we guarantee consistency.”
That is additionally the proper time to suppose extra strategically and resolve issues like whether or not we wish to translate product names and unique ideas.
To keep up high quality throughout languages, doc every part. Create a shared glossary of key phrases, set up tone and formatting guidelines, and construct an editorial type information that translators and native writers can depend on. Erik shared how each of these paperwork search for Ahrefs.
Preserving each model aligned with the supply? That’s a significant ache. However there’s hope.
Erik discovered a cool use case for the Content material modifications characteristic in Ahrefs’ Web site Explorer (you’ll find it within the Overview report). If the English weblog has made any modifications to the content material that resulted in additional visitors, he’ll see precisely what it was. Then he can simply repeat the identical factor for localized variations.
Behind each profitable localization technique is a strong technical basis. That features getting hreflang tags proper, adjusting inside linking buildings, and making certain localized media information don’t break the person expertise.
- Select your URL construction correctly: Subfolders like “instance.com/fr/” are usually higher for search engine optimization as a result of they consolidate all of your area authority in a single place. Nation-code top-level domains (ccTLDs) like “instance.fr” can really feel extra native and reliable to customers in that nation, however cut up your search engine optimization efforts throughout a number of domains, making it more durable to rank globally.
Don’t redirect customers by IP: Mechanically sending guests to a localized model of your website based mostly on their IP can confuse Googlebot, which crawls largely from the US. Meaning your localized content material won’t even get listed. As a substitute, present a language or area switcher so customers can select their most well-liked model with out being pressured to do so. - Think about a CDN: A content material supply community helps serve your web site from servers nearer to the person, which reduces loading occasions—particularly vital for worldwide audiences. Quick ship higher person experiences and this counts for Google, so this small infrastructure change can have huge efficiency impacts.
- Implement hreflang correctly: The hreflang tag tells Google which model of your content material is supposed for which language or area. If it’s misconfigured, Google would possibly serve the mistaken model in search outcomes. Ahrefs’ Web site Audit software helps you catch points right here by visually mapping your hreflang construction and flagging damaged hyperlinks between language variations.
We’ve obtained a full information on the technical elements right here: 10 Worldwide search engine optimization Finest Practices + Guidelines.
Remaining ideas
The perfect methods are born from expertise, particularly errors.
“I wouldn’t redo something, as a result of if I didn’t attempt, I wouldn’t know. Mainly, FAFO.”
Don’t intention for perfection from day one. Take a look at. Study. Adapt. Each market will train you one thing new. Observe what works, double down on wins, and let go of approaches that stall.
Bought questions or feedback? Let me know on LinkedIn.
