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The W-list: How to Win Big in the International Market Arena

Almost 440.1 Million Internet Users don’t speak English. So how can you reach them?

Content Localization has been a virtuous topic across Global businesses nowadays. Streamlining SEO tactics, leveraging content marketing, integrating social media are just among of many tactics to win big in the global marketing arena. But just like any other concept, marketing also birthed several ups and downs that affect users’ behavior in engagement. One is the language.

So what language do internet users typically use?

Content doesn’t end with an English language. In fact, 440.1 Million internet users are not English speaking people. Among them are German, Chinese, Japanese, and a many other non-English speaking groups.

With this, ability to flex customized approaches to target a given market is the key. One of this, is moving beyond linguistic barrier and understanding local behavior, preferences, and purchasing conduct can be a great help for marketing. Thus, we can derive that robust Localization effort can tie a gap between consumer and our businesses in the global Market.


1. Remember This: Can’t Find, Can’t Read, Won’t Buy.

The basic thought on how SEO runs is to put your site at the top of any search engine, or for at least on the first page. It has obviously no result if none can see you in the first place. Next, if people can find you but cannot understand you, how will engagement happen?

Localized content is bigger than what is expected to be. As the Common Sense Advisory survey says, “Can’t Read, Won’t Buy”. This will lead many companies to localize content to urge better buyers’ engagement. With this, SEO strategy and localization must go hand-in-hand to obtain contents that fit to local searches.

Thus, localized website is accessible, practical, and culturally fit to a target audience.

A successfully localized website is one that is accessible, usable and culturally appropriate to a target audience.

How Localization takes Place?

Take a look at the following on how Localization takes place according to ESV translations blog.

  1. Target audience assessment for localization of keywords;
  2. socio-cultural, political, and legal specifications  of target market analysis;
  3. linguistic conditions Investigation of the target market;
  4. pre-localization analysis of the source code and file formats; and
  5. identifying the areas which need localizations.

Alongside with the above SEO localization step-by-step processes, it is no doubt that we are unarguably taking the hold to the following each and every company’s must-have localization plan.

  1. Keyword research and competitive analysis (global and local search volumes). Identify keywords that are accounting for search volume;
  2. selected and identified keywords localization;
  3. additional keywords suggestions;
  4. keyword mapping; and
  5. landing pages mapping.

2. Connect and socialize

Social media have become a widespread tool for marketing. Indeed, it is a gateway to make people aware about your product. But we are now talking about international market arena. Thus, contents must level up according to the demand of the global market. With this, online is good, but not enough. Take a look at Paula Shannon of Cambridge Content Hub can say about this.


That’s because building a local customer connection goes beyond the web; real success requires in-market engagement that can only happen on the ground (Shannon, 2014).

But how?

Landing, launching and executing can be greatly streamlined by leveraging the power of international crowd workers to be your eyes and ears in target markets (Shannon, 2014).

3. Listen and learn

This is an old story. Since we are dealing with our customers, and the saying ‘customer is always right’ have a pond that basically customers will always be customers after all—They need to feel valued and listened.

The Tip:

Hear their sentiment. They want you to hear and listen to them.

You can do this by providing them relevant content, and content must be understood around the globe so you must do a lot of localization efforts to suffice this. This can also help you to build strong marketing strategy in emerging markets. By merely looking at the social trends, social conversations, you can determine an overall consumer sentiment that can be used to harmonized local messages to support marketing efforts, improve search engine visibility, and promote and protect your brand on a global scale.

Also, through their sentiments, you can now easily determine customers’ perception that can be a great help for you to build a good marketing tactics.


Here are some other tips mentioned by WhP (2014) and Shannon (2014), researched and compiled for SEO, content, and Localization tips.

1. Localize domain name. It is the gateway for your local customer to land on your site.
2. Identify leading search engine in target country and related keyword tool to use.

  • • Yandex is the Russian leader and the world’s fourth largest search engine.
  • • Baidu owns over 15% of global search due to its 62% market share leadership in China.
  • • Virgilio, Alice, and Libero are three of the largest internet providers in Italy.
  • • Yahoo is Japan and Taiwan’s top search engine.
  • • Naver is South Koreans’ most used search engine

3. Translate keywords from English (or other language) to target language and consider substitutes. Check search volume in keyword tool and identify alternative variations of keywords (Shannon, 2014).
4. Map keywords to each web page.
5. If needed, recommend the creation of specific landing pages for relevant keywords.
6. Proceed with transcreation, following SEO rules in Localization process.
7. If necessary, give customers guidelines on Multilingual SEO for CMS setup.
8. Test results in context and tune contents to improve ranking; and
9. FOCUS on the international crowd. They are your eyes and ears in your target markets.

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