Language Localization: Definition, Relevance, and Best Practices

What is Language Localization?

Today, we’re finally answering the question: What is localization anyway? And is it really worth it? 

Simply put, language localization spans all forward- or public-facing content, adopting a certain set of visual text or speech assets to the dialect of different regions and demographics. This is often seen in media (such as a TV ad or show captions), as well as with web or e-content—like apps and site content. 

An example of this would be seen in an Arabic translation of a show done in American English. While captions in English may read left to right, language localization would adjust this so that the show’s captions read right to left—something more commonly seen in Arabic dialects. 

In this article, we’ll be digging into why localization matters, industry best practices, and how OneSky can support you with internationalization and user interface optimization for your local audiences. 

Why Language Localization Matters

Now that we’ve determined what localization is, it’s time to take a look at why it matters to global markets. Localization tools provide a stronger overall user experience and marketing strategy for local market members, giving them a more native experience and boosting your brand awareness in a fraction of the time. 

With localization, you take the process of adapting your translation a step deeper—taking a look at the local wording for terms and nuance found in your target language and optimizing around it. Besides giving your content a more natural feel for a new target audience, it’s also practical! Date formatting can range in different countries, as can currencies and their visual display. Other elements, such as privacy policies, may not be well understood unless they are clearly laid out with your target market in mind. 

The localization process is vital to consider and plan around if you’re looking for more immediate product adoption and long-term advocacy. Additionally, it establishes your brand as an authoritative, culturally-aligned voice in multiple regions in the global marketplace, defining you clearly as the best possible option compared to less-optimized competitors. 

Best Practices for Website Language Localization

Language localization is more than simple translation to different languages. It digs deep into cultural references, idioms, and practices of new markets. As with any site optimization process, it will require a bit of developmental expertise and investment. However, we can promise that the payoff will be worth it! 

Similar to search engine optimization (SEO) practices and social media optimization, every step of software localization has a few best practices to consider to wind up with the best product possible. We’ve listed them below for your consideration, in the order of easiest to most difficult to implement in your current project management process: 

Use Translation Software for the First Pass

In instances where translation services aren’t readily available, translation software can be a place to start. It will generally catch basic foundational areas where localization may be needed, such as units of measurement or phrases in the native language of your target market. You can also choose to use translation software for multimedia content that you’re using on your website or funnel. 

While this is an efficient first step for your first pass, high-quality professional translation services are generally needed for quality assurance and a more polished product for your global audience. Your language expert can catch things that software may not, such as the formatting of phone numbers in a given region, or more nuanced phrases and speech. 

Despite its potential shortcomings, however, translation software can play a vital role in the localization of a webpage, giving translators a strong starting point and a means to move more efficiently through the cadence of the project. 

Include Hreflang Language Codes on Your Website

Hreflang codes work to signal the specific targeting of a given homepage to Google’s crawlers—offering information about localization to help provide a better overall user experience. This can help algorithms to determine which version of a webpage to show by location, giving a more seamless experience to a user based on search intent and location of origin. 

Hreflang codes can be used on a regional basis for an even more immersive experience, improving localized visibility and the overall performance of a site. You can leverage this form of localization in your site’s HTML bar via rel= “alternate.” 

Implementing this can be a relatively simple process, especially in a site with a lower overall page count. For larger sites, however, project managers and leaders will need to allot enough time to completely implement and configure these localization-specific tags. Since they require manual insertion, rushing could lead to developer error and decreased site functionality. With enough time and available resources, however, this step can help take your site localization and optimization to the next level. 

Incorporate a Language Switcher on Your Site

A language switcher is a toggle option on a website that allows you to seamlessly swap between different dialects. It can change both interface and content language, especially when properly encoded. When functional, a message triggering the language change will be sent to a server, which responds accordingly with the proper localization preferences. This offers a better overall user experience and is vital for total language localization. 

An optimized website generally allows you to reduce your bounce rate, as customers won’t have to face as much effort to understand your content. This instant connection with your brand won’t just have an effect on your conversion rates—it can also make your marketing more cost-efficient due to the instant brand awareness and potential for loyalty. 

Some considerations here may be the ease of localization using this method. If a business or organization is using some sort of third-party service to run their site that is not set up for native localization, this process can be complex and time-consuming—and may need to fall last in the priority line for easier localization options. Not every site comes with an easy localization pathway. 

Prior to committing to a service for your business’ site, we recommend connecting with their IT specialists or customer support representatives. This ensures that you walk away with the best and most customizable option possible. 

Language Localization is Easy with OneSky

Language localization is a method in which brands can personalize web page experiences, offering users a more natively immersive experience in their own proper language and dialect. Taking the time to localize can directly (and positively) impact your bottom line, and enhance your brand awareness. Translation software, language switchers, and Hreflang tags can all be valuable tools to help you in your localization process, making your website more accessible to Google’s SEO algorithm and your own users. 

These tools, paired with the work of expert translators, can help make your localization experience a success. 

If you’re looking for site localization support, connect with the team at OneSky today. Our localization experts work collaboratively in an entirely in-house system, seamlessly interfacing with expert translators and developers to refine your localized product. With comprehensive quality assurance and a fully integrated workflow, we’re confident that we have the tools you need to execute your next launch. Connect with us today to get started on your next localization project.