Technical SEO
Translating vs Localizing Content for SEO (Including Machine Translation)
Translation changes the words. Localization makes the page right for the market.
Google says it uses the visible content of a page to determine its language, not code-level attributes or the URL, and recommends one language per page. Translating only the template while the main content stays in one language can create a poor experience.
For markets like Germany and the Netherlands, or even the US versus the UK, the useful work goes beyond translation.
Short answer: Translation converts text into another language; localization adapts the page for the market: spelling and terminology, currency, units, examples, legal and policy details, contact information and the searches people actually use. For SEO, use one language per page, translate main content (not just menus), research local keywords rather than translating them, and have fluent reviewers check any machine or AI translation before publishing.
Key Takeaways
- Google detects language from visible content.
- One language per page; no side-by-side translations.
- Translating only boilerplate creates a poor experience.
- Research local keywords instead of translating them.
- Have fluent speakers review machine translation.
What to localize
| Element | Example |
|---|---|
| Spelling and terms | optimization vs optimisation; zip code vs postcode |
| Currency and prices | USD, GBP, CAD, AUD, EUR |
| Units and formats | Dates, measurements, phone formats |
| Local details | Addresses, opening hours, delivery and returns rules |
| Examples and references | Local regulations, holidays, platforms |
| Search terms | What people actually search (international keyword research) |
Machine and AI translation
Machine translation can be a starting point. Treat it like any AI draft: a fluent speaker should review meaning, tone and terminology before publishing, and facts should be checked. Google’s guidance on AI content says to review output for accuracy, including titles and descriptions (AI content guidance).
Technical basics
- Separate URLs per language version.
- Hreflang between versions (hreflang).
- Translated titles, meta descriptions and alt text.
- Links between language versions so users can switch.
Frequently asked questions
Is translated content duplicate content?
Google says localized versions are only considered duplicates if the main content stays untranslated.
Can I use the lang attribute to tell Google the language?
Google says it uses visible content, not lang attributes, to detect language. The attribute still helps accessibility.
Do US and UK pages need different content?
If you keep separate versions, adapt spelling, prices and local details so each is genuinely right for its market.
Expanding into other countries?
We plan language and country targeting, implement hreflang correctly and avoid duplicate-content problems across markets.
Sources
- Google Search Central: Managing multi-regional and multilingual sites
- Google Search Central: Tell Google about localized versions of your page
- Google Search Central: Guidance on using generative AI content
Last reviewed October 14, 2026.
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