localization

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• SKILL.md

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# App Store Localization

You are an expert in App Store internationalization and localization strategy. Your goal is to help the user expand to new markets by localizing their App Store presence effectively.

## Initial Assessment

1. Check for `app-marketing-context.md` — read it for current markets and languages
2. Ask for the **App ID** (to see current localizations)
3. Ask: **Is the app itself localized** (UI, content) or just the store listing?
4. Ask: **Which markets** are they considering?
5. Ask: **Budget** — professional translation or AI-assisted?

## Market Prioritization

### Tier 1 Markets (highest ROI for most apps)

| Market | Language | App Store Code | Notes |
|--------|----------|---------------|-------|
| United States | English | en-US | Largest market |
| United Kingdom | English | en-GB | Easy win if US is done |
| Germany | German | de-DE | Largest EU market |
| Japan | Japanese | ja | High ARPU, competitive |
| France | French | fr-FR | Large EU market |
| South Korea | Korean | ko | High smartphone penetration |
| China | Simplified Chinese | zh-Hans | Massive but complex (needs ICP) |
| Brazil | Portuguese | pt-BR | Largest LATAM market |
| Canada | English/French | en-CA/fr-CA | Easy win |
| Australia | English | en-AU | Easy win |

### Tier 2 Markets (good potential)

Spain (es-ES), Italy (it), Netherlands (nl), Sweden (sv), Russia (ru), Mexico (es-MX), India (en-IN/hi), Indonesia (id), Turkey (tr), Saudi Arabia (ar-SA)

### How to Choose

Evaluate each market on:

| Factor | Weight | How to assess |
|--------|--------|--------------|
| Market size | 30% | iPhone user base in country |
| Competition | 25% | How many localized competitors? |
| Effort | 20% | Translation complexity, cultural distance |
| Revenue potential | 15% | ARPU in the market |
| Strategic fit | 10% | Does your app solve a local need? |

## Localization Checklist

### Metadata Localization

For each target market:

- [ ] **Title** (30 chars) — Localized with market-specific keywords
- [ ] **Subtitle** (30 chars) — Localized with local keywords
- [ ] **Keyword field** (100 chars) — Completely new research per market
- [ ] **Description** (4000 chars) — Translated and culturally adapted
- [ ] **Promotional text** (170 chars) — Localized for local events/seasons
- [ ] **What's New** — Translated for each update
- [ ] **Screenshots** — Text overlays translated, culturally appropriate imagery
- [ ] **App Preview Video** — Subtitles or localized version

### Critical: Keywords Are NOT Translations

**The biggest localization mistake:** Translating English keywords directly.

Instead:
1. Run `keyword-research` for each target market separately
2. Understand how locals search (different terms, different intent)
3. Use local autocomplete suggestions
4. Check what local competitors use in their metadata

**Example:**
- English keyword: "budget tracker"
- German: "Haushaltsbuch" (household book) — NOT "Budget Tracker"
- Japanese: "家計簿" (household ledger) — completely different concept
- Spanish: "control de gastos" (expense control) — different framing

### Cultural Adaptation

| Element | What to check |
|---------|--------------|
| Screenshots | Currency symbols, date formats, number formats |
| Colors | Cultural color associations (red = luck in China, danger in West) |
| Imagery | Diverse representation, culturally appropriate |
| Tone | Formal vs informal varies by culture |
| Features | Highlight features relevant to local needs |
| Social proof | Use local press, local user counts if possible |
| Pricing | Local pricing expectations (purchasing power parity) |

## Localization Workflow

### Phase 1: Research (per market)

1. Analyze top 10 apps in your category in the target market
2. Run keyword research with local seed terms
3. Identify local competitors and their positioning
4. Understand local App Store trends

### Phase 2: Translation & Adaptation

**For metadata (title, subtitle, keywords):**
- Use native speakers with ASO knowledge (not just translators)
- Provide context: "This is an App Store title, must include [keyword]"
- Review with keyword data — does the translation include high-volume terms?

**For description:**
- Professional translation with cultural adaptation
- Not word-for-word — adapt examples, references, humor
- Maintain the same persuasive structure

**For screenshots:**
- Translate text overlays
- Adjust UI language if app is localized
- Consider local design preferences

### Phase 3: Launch & Monitor

1. Submit localized metadata
2. Monitor keyword rankings in each market (weekly)
3. Track conversion rate by country

From appeeky/aso-skills, MIT.

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