Never treat localization as the last step - Kseniya Dvarakouskaya

Okay, so like here is like the really, really common situation around each company who provides like SaaS platforms, B2B services and so on and so forth.

So, and this is the main problem of the CEOs in these companies.

So like you decided to go internationally and there is a launch date, a list of target markets and someone says, let's translate the website.

So the English pages with their English keywords, and here we are starting the translations.

The translations come back, and the quality is really good sometimes.

But the localized pages just don't get traffic.

And the reason is simple.

People in other markets don't search the way a dictionary translates.

For example, in Germany, people say and search handy, not a mobile phone.

In Spanish, it's ordenador.

In Latin America, it's computador.

So the literal translation of your main keywords has almost no search values.

And sometimes it has values, but the intent behind it's like completely different.

So my tip is before you translate a single page, do keywords research in the target language, ideally together with the native speaker, and give this keywords list to whoever translate and implement them.

And how do you do keyword research, effective keyword research in a target language? Obviously, if you don't know the country that well, you talked about finding someone ideally that speaks the local language.

Is that necessary? Can you outsource that? What's the best way of doing that?