Semalt: Going Glocal And What It Means To Your Business

The secrete to building a global brand's local stying power is localization. Today, major brands have one primary advantage over other small businesses because they've learned how to develop a digital presence that competes in local markets across the globe. 

This term is what we call glocal.

Local SEO is a topic we've discussed for quite a while now. With small or medium scale businesses, your most likely-to-buy customers are those in your local area. Unlike these companies, you do not have many places to optimize locally, which means you can focus your efforts on selling as much as you can to those around you. 

What does Glocal mean?

First things first, that is not a typo. We actually mean to call it glocal. It is a sophisticated combination of global (glo) and local (cal) influence which is fueled by strategic international marketing implementations and modern localization technology.  

With a new way to stay local, global brands remain relevant not only to the international markets but also be recognized as neighborhood stores at the local level. While Semalt tries its very best to help small and medium scale businesses, we are still very much equipped and learned in helping large businesses go bigger and function better. This is one of those ways. In this article, you will learn one of our secrets on how we can build a global brand that retains the love and trust of local buyers. 

When we do it, the glocalization process taps into the power of SEO and content localization. Our strategy ensures that your business becomes easily discoverable by anyone in that area and your brand also gets to rank well in local SERPS. 

Why International Brands Must Earn Local Trust

Big brands earning trust and loyalty is something that has happened for many years. In fact, we can say that from the inception of marketing. International brands have always searched for a tool to beat their competition. According to Havard Business Review, the early 80's experienced one of the most innovative booms of companies creating products using an economy of scale and then use this knowledge to cater to several continents. The secret still lies at the grassroots of the community. That neighborhood and community feed you raw intel, and that is what our team at similar brings to your business. 

Although this idea makes sense, it wasn't easy for companies in that boom to win over local. These communities saw these big companies as representatives of top quality, so local brands remained in higher demand. 

Going Glocal

The problem international brands faced led to what many marketers referred to as a glocal strategy. This strategy suggested that products should be produced globally but then customized to fit the unique desires of a customized local market. 

Using this strategy created a bridge that allowed these big "scary" companies to gain access to the hearts and minds of the locals and their cultures. 

There are so many examples of instances where this strategy was the solution. 

While you've found this treasure, the time has passed, and today, going glocal means we go deeper and even deeper. 

Using the Glocal strategy in 2021

Today, you will have to do a lot more than you would have several years ago. Glocal is not as simple as just specifying a particular product feature. Now, we need to pay attention to several complex elements as diverse as: 

Authentically reach your target audience

Today, we would need to know the finest details. There is an e-сommerce strategy that supports glocal strategies. Your physical location doesn't matter as long as you're online; you can communicate with your audience and deliver a meaningful product to each local consumer.

Achieving this is, however, the tricky part because smart e-сommerce has localized every aspect of their interaction with these communities. They personalize everything from their content creation to SEO, item description, billing, and customer service. 

For businesses with nothing close to the human resources needed for this find it a big challenge. Matching these bigger companies on this scale requires expert resources for translation, time, language professionals, and have enough funds to risk. 

With the localization technology big companies can afford, machine learning, data analyzing, and model building tools at your disposal, you can efficiently scale internationally. 

Using Machine Translation 

Localization technologies are platforms that collect the source text and then translates them into the desired languages instantly. These location platforms are quite advanced and have many language vendors at their disposal. Many times, these places can support up to 50 different languages as they track, check, and edit everything in real-time. They basically become the first at everything. 

When cross-border online sales increase globally, we see that as an indicator that localization technologies have been improved using modern options powered by machine and human translations.

These are services that go far beyond simply providing quality content on your pages for Google to see.  Using machine learning, we can help you translate huge amounts of text, maintaining top-quality translations (accuracy), tone, and semantics. With this, you provide unique content to every targeted audience around the world at exactly the same time. 

A team of human language specialists then reviews these materials to ensure that there are no mechanical errors. They provide additional quality control, ensuring that every material publishes 100% as it should be. 

Being able to do all these, of course, comes with a heavy financial burden but gives you far greater chances for success as you've expanded an internal stage so wide every local customer connects on a local level to these products/services. 

Glocal Fine-Tuning SEO For Improved Visibility At The Local Level 

It is easy for bigger companies to build a localized website and compete in any and every market. What should amaze you is the strategy these big companies use to become visible to consumers in new markets. 

With the correct product search terms and listing, these companies harvest information that can be critical in their plan to increase their brand's visibility in these new markets.

Localization technology, however, comes with two obstacles to implementing a successful SEO strategy. With machines, alone translations tend to lose some of their meaning. So when these materials fail to yield the exact keywords we are targeting, it becomes impossible to achieve strong SEO.  

The second challenge is that not all keywords carry the same quality, and not all keywords have a translation. So in some cases, we have keywords like "bleached jeans eaten dog" that may be perfect for client A in the U.S market, a website seeking to receive SEO points on the other side of the world would require a variety of changes no matter the keywords. 

To address these lapses, you need to establish SEO research centers per-regions. Having an e-сommerce company's localization vendor means you have localized resources to collect the data, and with machine learning and localization technologies, they create translations of your product listing at scale for those regions. 

With the human assets around, tweaking the materials and replacing relevant keywords in titles and listings wouldn't be an issue. It becomes a blend of both human and mechanical resources. They are making it possible for these translations to meet the local culture and connect. If this happens, that international company has created a bridge from its international brand to its localized product with the end-user. 


Medium-scale and small-scale businesses may have started with a notion that they wouldn't face the big dogs in their industry right at their local store. Most will, later on, realize that these big companies are their most pressing enemies even in the most unknown of places. 

By leveraging localization technology, you've created a broad and effective channel to move your supplies around the globe. If you plan on scaling, let us provide you with this critical tool and watch your company localize and succeed. 

These big companies have learned to act locally and develop the purest form of local SEO and content meaning.