Localize Your English Web Writing for International Success (Part 2 – SEO Writing)
In our first column, we introduced localization as the essential process of adapting content to suit different cultural contexts. But what good is perfectly localized content if your international customers can’t find it?
This is where SEO (Search Engine Optimization) comes in. Japanese companies expanding into English-speaking markets need to ensure their websites are discoverable by the audiences they want to reach. This means localizing your SEO strategy far beyond simply translating keywords.
Don’t rely on translated keywords
It may be tempting to take your high-performing Japanese keywords, translate them directly into English, and assume they’ll be effective in English-speaking markets. But this approach overlooks crucial differences in search behavior, regional dialects, and user intent.
What Japanese consumers type into search engines in Tokyo may be totally different, even when carefully translated, from what English speakers in Singapore, Delhi or Los Angeles type when searching for the same thing. Mere translations can attract the wrong audience or fail to match what users are hoping to find. To build an effective SEO strategy, you need to go beyond translation and conduct research on your target market.
Localize keyword research
Understanding how people search in your target market is the foundation of effective international SEO. This means exploring not just what terms people use, but also why they use them, and how language varies across English-speaking markets.
Are you primarily targeting the U.S., the U.K., Canada, Australia, or a broader international audience? Each has unique linguistic preferences. For example, what’s called a "mobile phone" in the U.K. is usually a "cell phone" in the U.S. and a "car park" in the U.K. is a "parking lot" in the U.S. These seemingly small differences can lead to missed opportunities.
Keyword localization should be done for each country or region you plan to target. Since native speakers use various terms for the same concept, your keyword research should uncover multiple variations, rather than settling for a single direct translation.
Be sure to explore common synonyms, spelling differences (e.g., “colour” vs. “color”), and culturally relevant search terms. The more specific you are, the better you’ll capture relevant traffic.
Use tools like Google Keyword Planner, Semrush, or Ahrefs to research region-specific terms, search volume, and competition. Remember: even subtle language differences can dramatically impact search performance.
Understand local search intent
SEO isn’t just about keywords: it’s about understanding why your target users are searching. What are they hoping to find? Understanding their intent helps you tailor your content to meet their needs more effectively.
Searches typically fall into one of four categories:
- Informational: Looking to learn something
- Navigational: Looking for a specific site or page
- Transactional: Looking to buy something
- Commercial investigation: Comparing options before buying
Align your content with your users’ intent. For example, if they are searching for comparisons or user experiences, include reviews, case studies, or side-by-side comparisons. Also, consider adding question-based keywords like “What is [x] used for?” since many users naturally search this way.
Leverage long-tail keywords
Long-tail keywords—phrases with three or more words—are more specific than common keywords. While they often have lower search volume, they usually attract more qualified traffic—people who know what they want and are closer to taking action.
For example, instead of targeting “industrial robots,” it may be more effective to use long-tail phrases like “collaborative robots for small businesses” or “AI inspection systems for electronics.” These terms may bring in fewer visitors, but those visitors are more likely to convert.
Weave long-tail keywords naturally into your body text, headings, and subheadings so your content sounds helpful and natural, rather than keyword-stuffed.
Optimize your local business listings
If your company has physical locations or serves specific geographic areas in English-speaking markets, ensure your contact information is accurate and consistent across all points of contact.
Start by claiming and optimizing your Google Business Profile for each location. Make sure your business name, address, phone number, and hours are correct. Add high-quality photos, respond to reviews, and choose the most relevant business categories.
Also, check that your NAP (name, address and phone number) information is consistent across directories like Yelp, Bing Places, and local industry-specific platforms. Inconsistencies can hurt your visibility and confuse potential customers.
Monitor, measure, and adapt
SEO isn’t a one-time setup—it’s an ongoing process. Search trends shift, algorithms evolve, and competitors adjust their strategies. To stay ahead, you need to keep a close eye on performance.
Use tools like Google Analytics and Google Search Console to track how your localized content performs. Pay attention to keyword rankings, organic traffic, bounce rates, and conversions. If something isn’t working, adjust your keywords, content, or site structure accordingly.
Regularly reviewing what your global competitors are doing can also spark fresh ideas and highlight areas for improvement. Finally, keep tabs on reliable SEO news sources and algorithm updates so your strategy stays current and effective.
Your content deserves to be found
Localization doesn’t end with language—it extends to how people find and experience your website. Even the best English writing won’t make an impact if your audience never sees it. By localizing your SEO strategy, you make sure your efforts don’t go unnoticed.
Investing in culturally attuned keyword research, aligning your content with user intent, and optimizing for each market’s habits turns your website into more than a translation—it becomes a powerful, discoverable gateway to your brand.
In our next column, we'll explore what is arguably the most crucial element of localization: cultural differences.
