Whaily

Localizing for AI Multilingual Optimization

AI models like ChatGPT, Bard, and others operate in multiple languages, meaning your brand’s visibility shouldn’t be limited to just English (or your primary language). Localizing your content for different languages and regions is now a key part of AI optimization. By speaking the language of your audience (literally), you help AI systems recognize and recommend your brand to users around the world.

Why Multilingual AI Visibility Matters

Consider a user in Spain asking an AI assistant about the best project management tool, or a customer in Japan searching via voice for nearby restaurants. If your brand only has English content, it might be invisible in those scenarios, even if you offer a great solution:

  • AI assistants tend to favor content that matches the user’s query language. So having quality translations of your site and key content in Spanish, Japanese, French, etc. increases the chance you’ll be mentioned or shown as an answer in those languages.
  • Some AI tools are region-specific (for instance, a local search engine’s AI in a non-English-speaking country). To tap those, you need a presence in local languages and platforms. For example, being active on regionally popular social media or forums (like Weibo in China or local Q&A sites in Europe) can influence AI outputs in those areas.
  • Multilingual content also signals to global search engines that your brand is internationally relevant. Google’s AI, for instance, might draw on your French article if a user asks something in French, thereby elevating your brand in non-English contexts.

Key Strategies for AI-Focused Localization

  1. Translate and Transcreate: Direct translation of your content is a start, but consider transcreation (adapting messages to fit cultural context). AI models not only translate text but also grasp context. If your marketing slogan makes a cultural reference, ensure the localized version conveys the same intent or feeling, not just literal wording.
  2. Leverage Local Keywords and Phrases: Just as you do keyword research for English, perform it for target languages. People might phrase the same question differently in German versus English. Use local SEO tools or hire native speakers to identify terms and questions commonly used. Incorporate these naturally into your translated content so AI picks up on them.
  3. Localize Examples and Testimonials: AI tends to pick up on examples or case studies that resonate locally. If your English blog post references an American customer story, your French version could swap in a French customer story if available. This way, if an AI summarizes your content for a French user, it finds culturally relevant touchpoints that make your brand more relatable and trustworthy.
  4. Maintain Consistent Branding Across Languages: Ensure that your brand name, product names, and taglines are used consistently in all languages (unless you intentionally adapt them). A common mistake is when a brand name gets transliterated or altered inconsistently. This can confuse AI (and users). Create a localization guide so that translators use the correct brand terms and tone.

Technical SEO for Multilingual Content

Don’t forget the technical side of multilingual optimization:

  • Use hreflang tags on your website to signal language and regional targeting to search engines. This helps Google and others serve the correct language content to the right users, and likely ensures AI that relies on search index data sees the connection between your localized pages.
  • Provide language toggles or auto-redirects (with user choice) on your site for different locales. If an AI agent browses your site, make it easy for it to find other language versions via clear links or menu options.
  • Consider country-specific domains or subdomains (e.g., example.de for Germany or example.com/fr/ for French). These can sometimes rank better locally and may be seen as more relevant by regionally-focused AI systems.

Measuring and Expanding Your Global AI Presence

As you localize, track how your brand starts appearing in different languages:

  • Monitor web analytics for an uptick in international traffic or engagement. If you suddenly see more visitors from Spain and longer on-page times for your Spanish pages, it’s a good sign both humans and AIs find them valuable.
  • Use AI to your advantage: ask ChatGPT or Bing in another language about topics in your industry and see if your brand comes up. If not, it might highlight a gap to fill with more content or better localization.
  • Tools like Whaily can help by capturing brand mentions across languages. If your NCI score is strong in English but low in other languages, that quantifies the opportunity ahead. Over time, aim for a more balanced influence profile by language.

In a world where AI interactions cross borders effortlessly, don’t let language be a barrier. By localizing thoughtfully, you invite AI engines to include your brand in conversations with diverse audiences, ensuring you’re not just a local champion but a global player.