These slides are from a presentation given at the International Search Summit Barcelona 2023. In our fast-paced, interconnected world, creating a robust multilocal experience is not just a “nice to have”, it is a crucial cornerstone of any successful customer acquisition strategy. But what does true localisation mean? It goes beyond mere language translation; it means understanding the subtle nuances of language, respecting cultural variations, and navigating territorial differences, including regulatory ones that can have far-reaching consequences. In these slides, Giulia Panozzo from Neuroscientive and Myriam Jessier from Pragm take a closer look at the on-page elements that you should be prioritising in your optimisation strategy and give you a peek into where most brands stumble – and how some astutely leverage the familiarity bias to win over international audiences.
