What is Keyword Localization
Keyword localization is the process of implementing translated and localized keywords/creatives located in the metadata of an app’s product page to enable users to find an app.
In order for an app that was initially launched in the US market to be discoverable in Japan, for example, keywords must be translated (so that users can find it in the search results) and localized, to suit the new target culture, customs and values.
Similar to App Store localization, keyword localization goes deeper than simply translating from one language to another, it is the process of understanding how users in other local cultures search for apps. Keywords may not necessarily be popular in all countries. Certain words may have different meanings from culture to culture. Spellings may be different also.
Why Keyword Localization is Important
Keyword localization is a key component for a developer or marketer to see growth and drive installs. Research is the crucial first step in understanding market-specific demographics. Without thorough research, keyword localization would be an impossible task..
Narrowing down and refining keywords according to local relevance is key.
Using a professional translator is advised in order to keep track of which keywords can cause offense, any local would be able to help ensure there are no embarrassing mistakes in any keywords or creatives / messaging.
