International brands require a nuanced approach to language across markets, as simply translating keywords from the source language can lead to poor SEO rankings. Instead, teams should conduct independent keyword research for each target language and consider local preferences such as payment methods and social media usage to ensure consistency and relevance. Localization is not a one-off project, but rather an ongoing process that requires regular updates and refreshes of content to respond to changing customer needs and market trends. By considering digital marketing channels and adopting agile testing approaches, teams can build their business case for deeper localization and create consistent experiences across all digital touchpoints. This can be achieved through partnerships with companies like Contentful and Locaria, which provide governance tools, translation management systems, and performance linguistics to support the localization process.