If you’ve been following our blog, you’re starting to really understand how to market your app with App Store Optimization. But you aren’t going to settle for the basics. You want to learn more about getting your app in front of users and converting more downloads! Ready for your next lesson? Here’s why we love localization (and you should too)!

What is localization?

Localization is the process of creating an experience that is relatable to a target demographic in a specific global market. It includes changing text, keywords, and phrases to better suit the colloquial expressions of a certain group of people. Localization is not translation! In ASO, it’s crucial to localize and use terms/phrases that are utilized and highly searched in your targeted language.

Why does localization matter?

Localization matters because it breaks down the awkwardness and friction that a language barrier creates. It’s important to understand that even within the same language, people from different regions will use different words or phrases to search for the same thing.

For example, Spanish is a very global language, however, dialects, word definitions, and phrases can mean vastly different things (or not even exist) when comparing Spanish speakers in Spain, Peru, Mexico, Argentina or Chile! The same goes for French speakers in France compared to areas in Africa.

Even across English, there are different terms across the US, UK and Australia that would apply in one country, and not another. A quick example: commonly referred to “slot machines” or “slots” in the US have a highly searched slang name in Australia: “pokies”

How can I use localization to market my app?

You can create a more welcoming experience on your product page by localizing your Title, Subtitle, Preview video, Screenshot callouts, Description and even in your marketing outside the app store. By localizing your app’s text metadata, you’re able to index and display more for more locally-relevant keywords and phrases. While the US is a major app market, we’ve been able to unlock

By localizing your app’s text metadata, you’re able to index and display more for more locally-relevant keywords and phrases. While the US is a major app market, we’ve been able to unlock an enormous potential for our clients by localizing in secondary markets.

ASO Protip: Avoid simply using Google Translate. Research terms specific to the language/country that you’re targeting and maybe even hire native speakers to help you create your app listing.