If your website is in the right language, you’ll get more conversions. An international study by CSA Research concluded that 76% of consumers prefer to buy when the information is in their mother tongue and 40% never buy from websites in other languages.
In parallel, Google has been automatically translating results for users of other languages and adjusting the guidelines on AI-translated content. This reinforces the urgency of controlling the quality and strategy of website localisation, otherwise the search engine will display versions that don’t reflect the brand.
In this practical guide, we explain what localisation is, when and why it should be done, how to set up an international SEO strategy and a four-step process for launching (or scaling) local versions of your website with quality, performance and search engine positioning capabilities.
What we're going to explore:
What is website localisation and how does it differ from translation?
- Translation: consists of converting a text from one language to another while maintaining the original meaning.
- Website Localisation: goes beyond translation, adapting content to the linguistic, cultural and functional norms of each market (e.g. currency, date formats, tone, examples and conventions).
Why does this matter for SEO and sales? Localised versions improve relevance for users and Google, increase conversion rates and reduce friction in the purchasing process in target markets.
When to localise the website
- Before entering a new country/region (product/service launch);
- When international traffic increases but the conversion rate is low.
- If there is already a “literal” translated version with low metrics (time on website, organic click-through rate, conversions), it is a sign that local cultural/SEO adaptation is lacking.
International SEO strategy (the essentials required by Google).
URL structure by market
Choose one of the three options supported by Google for multilingual/multiregional websites, each with advantages and disadvantages:
- ccTLD (e.g. example.de) – very strong geotargeting signal, but with greater cost/complexity;
- Subdomain (e.g.: de.exemplo.com) – easy to set up, but less clear signal for users;
- Subdirectory (e.g. example.com/de/) – simple and low maintenance.
Avoid URL parameters for language and automatic redirects by IP/language, as Google may not be able to track all variations. You should always provide the user with visible links to change language/region.
hreflang, x-default and canonicals
Implement hreflang to map all variants of each page (including self-referencing and bidirectional links) and define x-default for language selection pages. Use the rel=canonical attribute to manage regional duplicates of the same language (e.g. en-PT vs. en-BR).
Example (<HTML> ):
<link rel=”alternate” href=”https://exemplo.com/pt/” hreflang=”pt”/>
<link rel=”alternate” href=”https://exemplo.com/pt-pt/” hreflang=”pt-PT”/>
<link rel=”alternate” href=”https://exemplo.com/de/” hreflang=”de”/>
<link rel=”alternate” href=”https://exemplo.com/en/” hreflang=”en”/>
<link rel=”alternate” href=”https://exemplo.com/” hreflang=”x-default”/>
You can also declare sitemap or HTTP headers for PDFs/files.
Markup and entities
Use Schema.org and indicate the language with inLanguage (e.g. in Article/WebPage) to enrich the semantic context of your content.
Performance and UX
Google recommends that pages achieve good Core Web Vitals (loading, interactivity and visual stability). In the case of international sites, this includes a content delivery network (CDN) and market-optimised images. Measure and improve continuously.
Keywords and intent by country/language
Do local keyword research (terms, synonyms and questions by country) and align it with search intent (informational, transactional or navigational). Technical guides and internationalisation checklists help prevent problems.
4-Step Localisation Process (operating model)
Stage 1 - Strategy and research
- Select markets and languages based on data on demand, competition and regulatory barriers;
- Map local search intentions and topics with the potential to appear in Featured Snippets.
- Decide on the URL architecture (ccTLD, subdomain or subdirectory) and the hreflang plan.
Stage 2 - Preparation and Localisation Kit
- Content inventory (pages, templates, microcopies, images, videos, metadata and URLs/slugs);
- Style guide by market, glossaries and translation memories (to ensure consistency and reduce costs).
- Definition of markup (Schema in Language) and quality metrics (terminology, tone, QA).
Stage 3 - Translation + Transcreation + SEO
- Real, non-literal localisation: adaptation of examples, calls to action, metrics, currencies and formats.
- On-page local SEO: titles, meta description, H1-H3, translated slugs, alt text, structured data and internal links by cluster.
- Hreflang/sitemap implemented and validated. Avoid “mixing” languages on the same page.
Stage 4 - QA, publishing and continuous improvement
- Linguistic and functional QA (links, forms, RTL/LTR layout, dates and currencies);
- Performance tests (CWV) and measurement in Search Console/Analytics by country/language.
- Improvement cycle (A/B of titles/CTAs, expansion of FAQs/People Also Ask).
Best Practices (Quick Checklist)
- Unique URLs by language/region (no cookies/automatic detection).
- Hreflang + x-default + bidirectional links; for the same language in several countries, use the canonical tag.
- Avoid automatic redirects by IP/language.
- Use Schema inLanguage in Article/WebPage.
- CWV and mobile first; measure and optimise continuously.
- Truly localised content (currency, metrics, holidays, local social proof).
- Local keyword research and intent mapping by country.
Common mistakes (and how to avoid them)
- Translating only “Chrome” (menus/footer), keeping the content in the original language, can cause Google to treat it as low-value duplicate content. Localise the body of the content.
- Missing hreflang/incomplete links: wrong versions in the results. Implement HTML/HTTP Header/Sitemap and check bidirectionality.
- Disable automatic redirects that prevent Google from seeing variants and use a visible language selector.
- Poor translation quality: by 2025, Google may show automatic translations if your version is unclear. Ensure human-quality proofreading and a native proofreader.
Use cases (industry, technology, marketing)
- Industry: localised manuals and datasheets reduce operating errors and improve compliance.
- Technology/SaaS: the localised onboarding process, interface and support reduce the cancellation rate.
- Marketing: campaigns, landing pages and lead magnets adapted to the cultural context increase the conversion rate.
At Dokutech Translations, we combine technical expertise with multilingual SEO and free language consultancy to define your digital market entry strategy by country and accelerate your internationalisation. We specialise in website localisation.
FAQs
Define target markets, choose the URL structure (ccTLD, subdomain or subdirectory), create a localisation kit (glossaries, style guides), translate and adapt content/UX for each market, implement hreflang + x-default and measure CWV and metrics by country in Search Console/Analytics.
- 1) Strategy and research; 2) Preparation and kit; 3) Translation + transcreation + SEO; 4) QA, publishing and continuous improvement (with CWV measurement).
Because users trust and convert more when the information is in their language/culture; in addition to improving relevance and ranking in each country/language.
Translation converts text; localisation adapts content, user interfaces and cultural signs to a specific market.
It varies depending on the number of pages, number of languages/regions, level of adaptation (transcreation, images, technical sheets), SEO/hreflang integration, QA and DTP. A practical way is to estimate by word and add modules (technical SEO, QA, engineering, proofreading/native check). Ask for a detailed quote for complete transparency.
Before launching in a new country, when there is already international traffic with low conversion, or when the competition is already positioning itself locally for your keywords.
Textual content, metadata, slugs, microcopy, images (contained text), formats (currency, date), CTAs, social proof, inLanguage schema, legal/compliance and after-sales assistance.
Yes. Localisation projects require native translators by sector, proofreaders, terminology management and technical/SEO support to ensure consistency, performance and scalability (e.g. sitemaps with hreflang).
