How We Helped Wix Localize Content In 5 Languages
With their growing global audience, Wix has been eagerly looking to build out useful content in the Wix SEO Hub based on expert knowledge. But like many companies who face a common struggle, they didn’t have access to native-speaking experts with high levels of marketing and SEO expertise.
That’s where AS Marketing is here to help!
Let’s explore exactly how we localized Wix’s content in 5 languages and leveled up their international SEO strategy.
How We Helped Wix Localize Content In 5 Languages
The Key Elements of Successful Multi-Language Content Localization
Yay– you’re expanding! Just like with Wix, many companies are eager to reach new, global audiences. But with that comes the need to translate your content. But, one does not simply throw their website into Google Translate and hope to start rolling in more dough.
So, what should you do?
Multilingual marketing experts are necessary to not only translate your content accurately, but really capture certain idioms, phrasing, and ways of speech that are different amongst cultures through the process of “localization”.
Think about it like this…
Have you ever gone to another country, used a translation app to ask a local where the nearest taco stand is, only for that local to raise their eyebrows in confusion?
Trust us, non-localized content gets the same reaction behind the screen.
To make sure that was not the case for Wix, we rolled up our sleeves and created targeted, multi-language thought leadership content. By using the power of keyword localization and a quality content workflow, we crafted high-quality international content for the SEO Hub.
Element 1: Thought Leadership Content Strategy
First things first, no matter what your business is, information is always more authoritative when it comes from a technical subject matter expert. And with the Wix SEO Hub being composed of only serious SEO experts, our CEO & Founder Adriana Stein is honored to be listed amongst them.
Adriana and AS Marketing were asked to contribute because of our comprehensive experience when it comes to multi-language SEO.
Because of our background, we created a plethora of thought leadership pieces for Wix as it pertains to our specific processes and experiences as a multilingual SEO agency.
Most importantly, we helped identify overlooked, yet critical elements that must be involved when it comes to successful multi-language SEO projects by explaining them with specific examples from our own client projects.
Element 2: Keyword Localization
Throughout the articles we crafted for Wix, we explain how crucial keyword localization is for SEO. Because the fact of the matter is: when you directly translate a keyword as it is, there is no guarantee that the local audience:
a) uses that phrase in their language
b) searches for that translated phrase
Here’s an example we provided on one of the articles:
Say you’re a U.S. based heated tobacco product wanting to expand into Hungary. The search volume for ‘heated tobacco’ in the U.S. is 390, while the directly translated keyword “ fűtött dohány” in Hungarian has a search volume of zero.
Instead, when we use the phrase, ‘tobacco heater’ (dohányhevítő) the Hungarian search volume is extensively higher at 880.
The lesson here: it’s imperative to identify search intent match keywords with search volume, otherwise it’ll be difficult to gain traffic from the market you’re looking to target.
For the articles written for Wix’s SEO Hub about SEO localization, we identified the following keywords per language:
How We Helped Wix Localize Content In 5 Languages
English was used as the basis for the project, as that was the easiest for Wix to provide feedback on.
So once the English article target keywords and outline were approved, we began the rest of the localization in other languages.
Localization SEO 7700
SEO localization 450
Website translation SEO 350
Localization keywords 90
SEO website translation 130
SEO friendly website translation 90
what is seo localization 10
SEO translation 820
What is SEO translation 20
How We Helped Wix Localize Content In 5 Languages
The German article was a perfect example of the importance of not using directly translated keywords, because the term “localization” isn’t used in the German language.
Instead we targeted “seo übersetzungen” or “seo translations”. As our article explained the difference, the German audience could learn from the value of localization rather than translation.
seo übersetzungen 210
seo übersetzung 170
webseite übersetzen 4400
How We Helped Wix Localize Content In 5 Languages
The French article targeted both terms related to “localization” and “translation”, as those terms both had search volume.
This reveals that the French market is familiar with the difference.
raduction SEO 70
SEO traduction 210
Traduction site SEO 10
Localisation traduction 140
Traduire un site 390
How We Helped Wix Localize Content In 5 Languages
The Japanese article targeted both “localization” and “translation” terms.
Even though the search volumes are low, they have an exact search intent match. This is the reason that localization efforts can have impact even in smaller markets when done with an effective strategy.
ローカライズSEO 20
seo ローカライズ 30
ローカライズ seo 20
翻訳 seo 対策 10
How We Helped Wix Localize Content In 5 Languages
The Brazilian Portuguese article also targeted both “localization” and “translation” keywords, as both phrases contained search volume within that market.
Important to distinguish that we search purely for search volume with Brazil in Portuguese, not just in the Portuguese language.
Localização seo 10
localização seo 10
tradução seo 10
Seo Tradução 250
Element 3: Quality Assurance Content Workflow
Now, when it comes to quality content– AS Marketing guarantees it. No matter the language or client, it’s our priority to make certain each deliverable is top tier.
From a content standpoint, this means our content is always:
- Localized by language, location, and the specific target audience
- Easy to read
- Provides valuable and reliable information
- Written at a native speaker language level
Through some trial and error, we’ve learned the most efficient way to incorporate these elements into the content workflow and we have to toot our own horn here… we rarely receive negative feedback.
Below is an example of how our project managers (the people in charge of getting a project from start to finish on time and on budget) use a traffic light status system to control the localization process. This helps all parties involved have a constant flow of communication between tasks and subtasks. Although the below image shows a spreadsheet, we transferred this process to a project management software, Asana. Asana enables us to set up timelines and a tagging system to make sure that everything flows smoothly and everyone involved in a project knows what their tasks are.
Although it’s not required that they’re native to that language, it does help when the project manager has some knowledge about at least one or two languages that pertain to the project. And, of course, it’s a necessity that they have a foundational understanding with international marketing.
When it comes to the content strategist, translator, and editors– they must always be native speakers of the target language, because they’re the ones directly creating the deliverables.
While using this process, we submitted the content to Wix and from there they provided a round of feedback on the outlines and full drafts. All that was left was to finalize the content.
This level of detail requires an efficient process where everyone knows their roles and timelines so that we don’t miss deadlines, which is one of our primary guarantees as an agency.
Here are the top results:
19 page top 10 keyword rankings across 5 markets since publication in December 2022
4 important keywords in top 10 in the US (primary target market)
Fully localized, thought leadership content in 5 languages
Search intent match keywords with search volume in all 5 markets
Numerous rounds of positive feedback from readers who directly contacted us to say they appreciated the helpful content
From content ideation to delivery, AS Marketing were professional, courteous and thorough. The quality of the localization was brilliant, adding relevant SEO and keyword optimization to each market.
Crystal Carter
Head of SEO Communications, Wix
