Localisation vs Translation
Localisation vs translation is the difference between converting text into another language and adapting a whole page for a specific market. Translation changes the words; localisation also changes currency, units, examples, imagery and search terms. For international SEO, localisation usually performs better because it matches how local people actually search and buy.
The difference in practice
Imagine a UK retailer expanding to the United States. Translation is not needed, because both markets speak English, but localisation is. “Trainers” becomes “sneakers”, prices switch from pounds to dollars, sizes change, and delivery and returns details are rewritten. Now imagine the same retailer entering Germany: the text must be translated, but it also needs local sizing, payment methods, legal information and examples that make sense to German shoppers.
| Translation | Localisation |
|---|---|
| Converts words between languages | Adapts the full experience for a market |
| Keeps the original structure and examples | Changes examples, imagery and tone where needed |
| Translates keywords literally | Researches what local people actually search for |
| Faster and cheaper | Slower but usually more effective |
Why localisation matters for SEO
- Search terms differ: the literal translation of a keyword is often not the phrase locals use. Proper international keyword research reveals the real terms.
- Search intent differs: the same query can mean different things in different countries, so check search intent in each market.
- Trust and conversions: local currency, spelling and contact details make visitors more confident.
- Avoiding duplicates: regional pages in the same language that are word-for-word copies add little value. Localised versions give each page a clearer purpose, supported by hreflang.
What to localise
- Keywords, titles and meta descriptions, based on local research.
- Currency, prices, taxes, units of measurement and date formats.
- Spelling and vocabulary, even between versions of the same language.
- Examples, case studies, imagery and cultural references.
- Delivery, returns, payment options and legal information.
- URLs and image alt text, where your platform allows it.
Machine translation and AI
Machine translation and AI tools have improved a great deal and can speed up the work. Google’s guidance is not against automated translation as such: it is against content created mainly to manipulate rankings without adding value. The safest approach is to use tools for a first draft, then have a fluent native speaker review the text, fix errors and adapt it to the local market. Publishing raw, unchecked output risks awkward phrasing, factual errors and lower trust, especially on pages that drive sales. Glossaries of approved product and brand terms help keep wording consistent across every language. These choices are a core part of multilingual SEO.
Common mistakes
- Translating keywords word for word without checking local search demand.
- Leaving prices, phone numbers or delivery promises from the original market.
- Translating the body text but leaving titles, menus and alt text in the original language.
- Assuming one version of a language suits every country that speaks it.
Key Takeaways
- Translation changes the language, localisation adapts the page for a market.
- Literal keyword translations often miss what locals actually search for.
- Localise currency, spelling, examples, delivery and legal details.
- AI translation is a starting point, not a finished product.
- Native speaker review improves accuracy, trust and conversions.
Related Terms
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