Localization in ASO means much more than a translated store page version. It needs to match culturally, linguistically, and visually to feel authentic. Localization in the context of ASO means the process of adapting an app to a specific country or region. This typically involves translating the app’s user interface and in-app content into the local language, as well as customizing other aspects of the app to better fit the local market.
Localization is important for app store optimization because it can help increase the app’s visibility and improve its ranking in the app store’s search results. By adapting the app to local languages and markets, developers can make their app more appealing and relevant to users in those regions, which can increase the app’s visibility and attract more users.
Localization can also improve the user experience for users in different countries and regions. By providing the app’s user interface and in-app content in the local language, users are more likely to understand and engage with the app, which can increase their satisfaction and likelihood to recommend the app to others.
Research
Before any of this, it is important that the app itself is localized and that the in-app translations work correctly for the best user experience. Usually the best results can be achieved when the ASO localization efforts are done hand in hand with the localization of the app.
As with almost everything, it is good to start with thorough research on the target market, especially the local audience. Also, mapping out the geographically most relevant markets for your app will narrow down the focus area. Cultural and local differences affect user behavior and that needs to be considered in all aspects. A native person will be of great help when it comes down to nailing authenticity.
Research in competing apps that rank for your matching keywords is also important. This will give insight into what the local market trends look like and what you could do to make your app stand out.
Cultural
Local social aspects and cultural differences are important to take note of. Cultural features, social hierarchies, and local guidelines are all such factors that need to be considered in both visual assets and the language used. This might involve adapting your app’s design, features, and even its content to better suit the culture and needs of the target market. For example, in many languages and countries, it matters whom someone is having a conversation with, in the choice of words they use.
Linguistic localization
Translating straight from for example English to Finnish will most likely not get you too far. It is important to consider the local slang and colloquial language. Building a semantic core in the native language before localizing, will benefit the keyword research and strategy in the other languages. Additionally, many countries use English despite it not being their native language. Therefore having a keyword list in English can work as a good base when starting the keyword planning in each
Visual localization
In many cultures, numbers and colors hold a certain symbolism. Colors especially, are tied to many different feelings and situations. It is important to be aware of different symbolisms, to at the same time honor local culture but also to avoid making unwanted emotional ties.
Regarding seasonalities, it is important to also take local holidays and events into account. For example, the 4th of July is a huge event in the U.S, while over in European countries, it is just a day among others.
Google Play vs. Apple App Store
There are some differences between Google Play Store and Apple App Store when it comes to localization. Starting with the different technical aspects of the store pages and how keywords are indexed.
Google Play Store allows developers to either submit translations or create custom product pages. The custom product pages are alternate store pages that allow tailoring to appeal to specific user segments. By creating custom store pages it is also possible to match localized ads to the localized store pages without breaking the continuity from the user’s perspective. The following assets can be localized:
- Name
- Short description
- Long description
On Apple App Store the primary language will determine the default language of the app. If the app isn’t localized on any other language, this will be the only language it is shown in. The secondary language option will allow the store page to be localized in other languages as preferred. The following assets can be localized:
- Title
- Sub-title
- Keyword field
- Promo text
- Description
- Visual assets
A/B testing localizations
As with any ASO efforts, A/B testing is a great way to find out the best-performing store page assets. With Geeklab it is possible to create look-a-like pages for any custom product page thus allowing the collection of data already in the production phase.
Test your app thoroughly in each market to ensure that it functions properly and that the localization is effective. This will help you identify and fix any issues before launching your app in the target market. Regularly monitor and update your app’s localization to ensure that it remains accurate and effective over time. This will help you maintain a positive user experience and keep your app relevant in the target market.
If you have any questions regarding this, we are happy to help!
