localization-strategy

# Strategies: Localization

Guides localization strategy for AI/SaaS products expanding into global markets. Covers i18n implementation, translation, pricing, and marketing adaptation--not just text translation.

**When invoking**: On **first use**, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product, target markets, and brand.

Identify:
1. **Target markets**: Priority languages/regions
2. **Product type**: SaaS, AI tool, content
3. **Technical stack**: Next.js, React, etc.

## Localization vs. Translation

Localization includes:
- **Product**: Features, UI/UX, cultural adaptation
- **Pricing**: True localization (adjust by market) vs. cosmetic (currency only)
- **Marketing**: Channels, content, user personas
- **Compliance**: GDPR, local regulations

## Technical (i18n)

### URL Structure

Choose one; be consistent:

| Option | Example | Pros / Cons |
|--------|---------|-------------|
| **Subdirectories** | `/en/`, `/de/`, `/zh/` | Recommended; maintains domain authority |
| **Subdomains** | `de.example.com` | Separate hosting; less authority transfer |
| **ccTLD** | `example.de` | Strongest geo signal; costly |

- **Use subdirectories, not subdomains** for i18n; subdomains transfer less authority.
- **Default locale**: Root path for default (e.g. `/` for English); prefix for others (`/zh/`, `/de/`).
- **IETF BCP 47**: Use valid codes (`en`, `en-US`, `zh-CN`, `pt-BR`). Same language, different country (e.g. `de-DE` vs `de-AT`) needs ≥20% content difference for Google to differentiate.

### i18n SEO Principles

- **No hardcoded strings**: All user-facing text via translation dictionary.
- **Symmetric alternates**: Every locale page lists ALL other versions (including self-reference). ~75% of international sites have hreflang errors; missing reciprocal links is the most common.
- **x-default**: Always include for fallback when user language/location doesn't match any version.
- **Canonical alignment**: Canonical must match the same regional version hreflang refers to; misalignment causes Google to ignore hreflang.
- **Full SEO coverage**: Metadata, OpenGraph, JSON-LD (`inLanguage`), and sitemap all locale-aware.

### Common Issues (Next.js + next-intl)

| Issue | Solution |
|-------|----------|
| Route conflict | `generateStaticParams()`; validate locale |
| Auto redirect | `localeDetection: false` |
| Middleware | Apply only to prefixed paths (e.g. `/zh`) |
| URL duplication | Manual switcher; `getLocalizedHref()` |

### SEO

- **Hreflang** on all language versions; self-reference + symmetric annotations.
- **Language switcher**: Use `<a>` not `<button>`; links in initial HTML.
- **Canonical**: Handle multi-domain if using local TLDs; align with hreflang.
- **SPAs**: Use sitemap-based hreflang as backup when HTML head is JS-rendered. See **rendering-strategies**.

## Keyword Research by Market

| Market | Tool |
|--------|------|
| **Russia** | Yandex Wordstat |
| **Korea** | Naver DataLab |
| **Global** | Google Keyword Planner, SEO tools |

Consider: Cultural expressions, search habits, competition, long-tail in small markets.

## Terminology & Translation

- **Translation workflow, glossary, style guide**: See **translation** for full workflow
- **Avoid machine translation** for product/marketing: See **translation** (Human vs MT)

## Pricing Strategies

| Strategy | Use |
|----------|-----|
| **True localization** | Adjust price by purchasing power |
| **Cosmetic** | Display currency only; same price |
| **Tools** | Parity Deals, Chargebee |

## i18n SEO Checklist (New Feature / New Locale)

### New feature with i18n

1. Add translation keys to all locale JSON files. Use **translation** for glossary, style guide, and translation workflow.
2. Add `generateMetadata()` with alternates (hreflang) per page.
3. Add JSON-LD with `inLanguage` and translated fields.
4. Add page to sitemap with hreflang annotations.
5. Set `lang` attribute on `<html>`; UTF-8 encoding.

### New locale

1. Add locale code to config; create `{code}.json` dictionary.
2. Register in sitemap locale list; regenerate.
3. Add OpenGraph `locale` and `alternateLocale`.
4. Ensure all alternates are symmetric (every page lists all versions).

### Multilingual Risks

- **Batch publishing**: Too many translated pages at once can trigger de-indexing or thin-content penalties.
- **Mitigation**: Roll out slowly; ensure content is product/industry relevant; avoid Wikipedia-like breadth; monitor indexing in GSC.

### Avoid

- IP-based redirects that override user preferences.
- Machine translation without localization for product/marketing (see **translation**).
- Missing reciprocal hreflang between language versions.
- Canonical tags that conflict with hreflang.

## Output Format

- **Market** priority
- **i18n** approach
- **Keyword** strategy per market
- **Pricing** recommendation
- **Technical** checklist
- **i18n SEO** checklist (if applicable)

## Related Skills

- **pricing-strategy**: Base price structure; localization-strategy covers pricing by market
- **page-metadata**: Hreflang implementation
- **url-structure**: URL hierarchy for i18n (subdirectories, subdomains)
- **content-strategy**: Multilingual content planning; avoid thin translations
- **translation**: Translation workflow, glossary, style guide, human vs MT; produces content for localized pages
- **navigation-menu-generator**: Language switcher SEO
- **affiliate-marketing**: Local affiliates for target markets
- **gtm-strategy**: New market entry; localization as GTM for new geography