SEO and UX in e-Commerce Localization


Translating e-commerce stores has never been easier. After all, you have dozens of language service providers to choose from, so theoretically, going global with your e-commerce and conquering foreign markets shouldn’t be so difficult. The bad news is that translation may not be enough. e-Commerce localization is the way to go! But, how to do that?

A part of a fully localized digital experience is to make sure that SEO and UX of your localized website are matched just right – and turning your e-commerce traffic into loyal customers. The good news is, it’s not so difficult as it may seem. In this blog, you will find out how to properly approach e-Commerce localization and focus on UX and SEO as a part of the process. Keep on reading!


SEO in e-Commerce Localization

You know your SEO best practices like your pockets, we get it. Working in this field requires proper measuring, understanding the market and a lot of consistent work with your content. Agreed. We just have to add that for a localized SEO the best practices are not enough – you need to use a little bit of your imagination. You simply have to put yourself in your customers’ shoes and be able to imagine that your international customers may search for their desired product in a completely different way than your home market customers.

Every audience is different! Logically, they will also use different keywords – that’s why localizing your e-commerce is a chance for skyrocketing your business. One condition is that you need to properly localize your e-commerce so it can be indexed by Google and other major search engines. The thing to remember is that every translated page of your website must have a single unique URL only like this, the search engines will be able to index and display your online shop inside the search results.

If your website is translated into three different languages (and the fourth being the source language), you should have exactly three alternative unique URLs identifying every page inside the website, plus the fourth URL being the default one identifying the source language of the page.

Choose The System that Supports Meta Tags Translation

Like Text United that extracts two types of meta tags for translation:

meta name=”description”

meta name=”keywords”

The title tag from the head section of your website is extracted as a translatable content as well. Other tags are not extracted since they usually contain content that is irrelevant from a translation perspective.

seo translate

Remember: more traffic = more conversions.

UX in e-Commerce Localization

The best practices for e-commerce UX are more or less clear:

#1. your e-commerce needs to load super fast, including mobiles
#2. you need to be consistent
#3. the design of your online shop should be aesthetic and minimalist
#4. do the research and monitor if all of the above are enough: fast, consistent and minimalist

However, e-commerce UX demands for the international market require all of the above and just a little bit more. What works in one market may be a total failure in another one. The biggest mistake while building an online shop that is supposed to be global at one time is making it unlocalizableLiterally everything, from color and illustrations to visual and language style makes or breaks the product you offer – and your brand.

You have to adjust your e-commerce to the market, never the opposite. Make sure to choose the provider that will not only support RTL text direction for Arabic and Hebrew by default but also will adjust the layout of your shop, from aligning the text to the left, to moving pictures and objects to the opposite side.


Now, think about the message itself – the things that work in English will not necessarily work in other languages. Should you use a formal or informal form in Thank you for your order message in Thai? How to choose the original values of the product and translate them into the target culture? Maybe the features you highlight targeting the majority of markets will not sell the product in this specific one you’re about to conquer. Don’t even let me start to rant about the US vs UK English.

The thing you need to remember from this part of the blog is that only creating market-specific content can help you really win the hearts of your new customers.

Localize, Adapt, Go Global!

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Gosia loves copywriting and product translation. Additionally, she's a content marketing and lolcats junkie.

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