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:

Target markets: Priority languages/regions
Product type: SaaS, AI tool, content
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

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

New locale

Add locale code to config; create {code}.json dictionary.
Register in sitemap locale list; regenerate.
Add OpenGraph locale and alternateLocale.
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

localization-strategy