Internationalisation: how to adapt your content strategy to the culture & requirements of each market?

1. Internationalisation: how to adapt your content strategy to the culture & requirements of each
market?
Translation and localisation of your web content
jwolff@edit-place.com
@juleswolff

2. Tip: give access to your translator to the test version of the site so that he/she can contextualise his work.
A succession of word in an excel is not meaningful enough
Website translation
1. It’s not only about translating: FAQs, buttons (search, validate,
cancel)
2. Think of legal aspects and country specificities: currency,
opening hours, terms of services
3. Think of technical aspects: translation of a word in an image that
is longer than source word
4. Translate your top keywords using a SEO methodology

3. Type of content to write on to fit to each market culture?
Type of editorial tone to adopt to maximise shares & likes?
Type of subject to write on to get traffic from Google?
Blog articles Travel guidesNews & eventsSEO articles Product
descriptions
Now let’s prepare your internationalisation strategy

4. Country
USA
GERMANY
Country +
long-tail KWs
HIGH SEARCH
VOLUMES
MEDIUM SEARCH
VOLUMES
USA + city +
hotel + stay
duration
GERMANY +
city + hotel +
stay duration
Competitors
HIGH
COMPETITION
LOW
COMPETITION
USA - HIGH
GERMANY -
LOW
GERMANY IS THE
PERFECT
MIX
BETWEEN
SEARCH VOLUMES &
COMPETITION
What topics are trendy in the considered market?

5. 1. Pull out all the long tail Keywords from selected destination
2. Based on the competition of each title and the volume of content to translate/write on, change your
priorities
Topic Search volume Competition on
top 3 Google
Volume of content
to publish
Week end in Berlin in
december
+++ ++ +
Flight from Berlin to
Paris
+++ ++++ ++++
Cheap hotel in the
center of Berlin
+++ +++ +++
Data crunching – please wait…

6. A content strategist analyses all the articles, and groups of articles, to find common elements on:
What is a content strategist?
Tip: an internationalisation strategy MUST include some writing from scratch. What if you realise all your content is
not customer oriented? At least, rewrite it
Format
Volume
Pictures/titles
Length
Themes of focus
Style/tone

7. Focus on product descriptions
All major brands adapt their product to the market and we, in the digital industry, don’t do it?
1. Mix between top hotel/cities and hotels that have great transformation & search volume in the
concerned market.
2. Scrap reviews of hotel sites to sort out what main elements come
back often: parking slots? Breakfast? Access from the airport?
Air conditioning?
3. Short descriptions for hotels with low potential, long descriptions
for those with a high demand
4. A/B test and check of conversion/sales performance

8. The right content and localisation
strategy
will ensure you optimise
your sites’ traffic & conversions in each
market