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Marketing is often seen as both an art and a science. Anything you produce must include the right mix of culture and context to maintain consistency and resonate with its intended audience. Poorly translated content results in user mistrust and could look like content duplication.
Both issues are red flags to users and search engines alike and will hurt your brand, not to mention your search engine performance. Website localization is always best done best by an in-market resource to ensure cultural relevance. However, some organizations opt for lower cost translation, inevitably putting the entire site at risk. If cost is an issue, opt for higher quality translations across strategically important conversion pages.
Companies also need to ensure their SEO efforts aren’t lost in the localization process. By pairing the two, organizations get high quality translations and SEO best practices each time pages are published to their global sites.