Photo by Priscilla Du Preez on Unsplash.
Localization
Our series looking at best practices in content writing continues with this, the fifth post of what we expect to be a total of seven.
The topic of this post is localization. In the earlier posts in this series, we’ve looked at audience, jargon, the potential problem of “TMI,” and fact checking. The final posts plan to look at avoiding SEO stuffing and creating useful calls to action.
Before we get any further along, let’s specify what we’re talking about when we use the term and concept “localization.” It might be different from what you’re used to.
Across the online world, localization typically means modifying original content so that users in a language other than the content’s original language can interact with it. Basic localized content of this kind is simply translated into the target language; superior localization efforts adapt the content to both the language and the culture.
This type of localization isn’t what we’ll be talking about. The work we do at Waltham WordWorks is strictly in English (unless we count occasionally converting documents from British English to American English, or the other way around). We don’t anticipate expanding that in the future—but we know enough to never say never.
Since we operate in only one language, translation isn’t usually relevant to our work. But localization of content is very relevant. That’s because our clients typically operate their businesses in specific regions. Very few are interested in offering their services outside of a home region or nationwide, let alone internationally. In fact, due to various obstacles (such as state bar exam requirements for law firms or regional certification for other professionals), it’s not practical for most of our clients to provide their services outside of a particular state or region.
When we talk about localization, this is what we’re interested in. We’re concerned with making sure that content shows that it’s local. Ideally, this content should also show that the source is invested in the locality—they are part of the community.
“Local” will mean different things to different businesses and to different customers. A firm might want to show that they can provide service across a metro area that includes parts of multiple states. Or they might want to show that they cover an entire state, including all metro areas in it, but that they don’t cross state lines. Another firm might want to restrict its range to a specific distance from the home office, for reasons of capacity, competition, or the simple logistics of operating beyond that area. Yet another firm might be what’s now frequently referred to as “hyperlocal”—it might only want to work with clients in one specific town or, even more narrowly, in specific zip codes or neighborhoods.
Content should be created with these area limitations in mind, and the content writer should be aware of these restrictions well before producing any content.
This matters: How many times have you searched for a service online and found yourself directed to a site that seemed, as you first read it, to be the ideal provider for you…right up to the moment that you realized the business was local to Las Vegas, while you need the service in Hartford?
This is less of a problem than it used to be. Google has gotten much better about using location data, on both ends of searches, to better tune results. But it still happens, and it usually happens because the content has not been well localized.
What does localized content look like?
Localized content of this sort is clear about where it is targeted. It will sometimes mention the state, county, or city where it expects its customers to come from. It will include keywords that highlight these locations. These will be prominent in text of the content, often near the beginning and again near the end, so that visitors can quickly recognize that they have found an appropriate business which meets their search criteria and needs. Those key words should also allow visitors to just as quickly recognize that this business won’t be able to help.
Superior localized content goes further. It will also bring in mentions of local culture and landmarks. Good examples include references to a well-known local festival, or a popular restaurant, or a street intersection known for being particularly dangerous. A post might include a recap of an important local event, such as a traffic commission decision or a high school graduation, or reference a well-known local personality. This content can also, without being gratuitous, show that the firm is locally involved, such as by highlighting a chamber of commerce event or announcing a call for scholarship applications.
Good content does these things organically and persistently over time, and good content writers do the research to write this kind of content effectively.
Conversely, unlocalized or badly localized or weakly localized content can be detrimental. Besides running to the bland and generic, it runs the risk of giving an unfavorable impression to visitors and potential customers. When they arrive at your pages looking for a service in a particular area, but learn that they’ve instead wasted time with a firm that’s unable to help them, they’ll be less than satisfied.
It’s not a major concern, but poor localization can also affect your site statistics. In some cases, if content is very effective with keyword use but not well localized, it can lead to a site receiving hits that never should have been directed to it. That can make a site appear both to have more natural traffic than it really does, and to have a lower effectiveness.
As with every other aspect of quality content writing, localization should be considered early and often. The content writer should always be aware of a business’ area restrictions, and should always be thinking about creative ways to work useful localization information into new content.
Waltham WordWorks always takes steps to understand a business’ local concerns and considerations from the outset. Then, even without requiring a client to specifically request it, we work to develop clear and long-term localization into all of that client’s content. If you’re ready to see how that approach can help your online content strategy, contact us today to discuss it.
Upcoming posts in this series discussing “mistakes” and “best practices” in site content will appear soon. Click the “follow” button just below the search box to receive notifications as they’re published—we don’t collect or share your information, it’s for this purpose only.
Waltham WordWorks 