Sally Beauty – SEO-led Website Localisation
How Locaria combined SEO with scalable localisation to lift Sally Beauty’s page-one keywords from 10% to 50% in Germany and 17% to 45% in France.
675K
SEO-optimised words delivered in the three weeks after launch
143K
Words of product copy in three weeks, via machine translation and post-editing
70K
Words of editorial and blog content in six weeks, human localised
1
Agency for SEO and localisation, avoiding rework
Launch fast, sound right, rank from the start
Printemps.com already had a mature online offering in France and wanted to localise its site for a UK launch in early 2020. It needed a large volume of editorial and product copy localised at speed, content optimised for search intent and organic traffic, and an English voice that reflected its inclusive, ethical tone while respecting British cultural nuances.
Many brands localise first and apply SEO in a second wave, which adds cost, delays organic growth and creates an inconsistent customer journey. Printemps.com wanted both at once.
How Locaria approached it
Locaria’s Performance Linguistics approach blended SEO and localisation from the first word.
01
Research, not reinvention
Competitor site structures and in-language keyword research shaped navigation and terminology. Adding US sizing and choosing ‘sneakers’ over ‘trainers’ kept the door open to US traffic without a separate US site.
02
SEO-led terminology
A style guide built on keyword data helped brand guardians choose terms such as ‘gender-neutral’, ‘unisex’ and ‘non-binary’ with nuance and visibility in mind, then fed a termbase that prompted linguists automatically.
03
A connected workflow
A custom connector sent newly published CMS content straight into Locaria’s platform and returned localised copy to the right place, with the method chosen by each content type’s commercial purpose.
The results
Ahead of launch, Locaria delivered 70,000 words of editorial and blog content in six weeks through human localisation and review, and 143,000 words of product copy in three weeks using machine translation with post-editing. In the three weeks after launch, it delivered 675,000 SEO-optimised words in the client’s tone of voice.
2020 was a tough, competitive year for online retail, and Brexit discouraged UK shoppers from buying from overseas brands. Even so, Printemps.com gained market share and kept growing in the UK, established domain authority and kept costs down by using one agency for SEO and localisation.
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