Before touching any translation, I define the strategy.

For each URL, I identify:

• Page type (product, category, blog, landing page)
• Search intent (informational, transactional, navigational)

Then I extract the existing:

• English keywords
• Meta titles & descriptions
• URL structure

The output is a structured spreadsheet, with all the fields to be localized.

This is the core difference between translation and SEO localization.

For each page, I identify:

• The primary keyword (main query with best intent + volume balance)
• Secondary keyword(s) (supporting variations)

I use tools like Google Keyword Planner, Ahrefs / SEMrush and Google SERP suggestions (People Also Ask, autocomplete).

My key principles:

• Avoid overly literal translations
• Prefer how Italians actually search

I always tend to balance search volume, keyword difficulty and conversion intent.

Example:

• “cheap flights” → not voli economici only, but possibly
• voli low cost (higher intent, common usage)

Before writing anything, I google the chosen keyword and carefully analyze the:

• Top-ranking pages
• Content format (listicles, landing pages, guides)
• Competitor wording

Finally, I adjust the keywords if needed.

I create SEO-friendly Italian slugs:

• Short, readable, keyword-focused
• Using hyphens (not underscores)
• Avoiding stop words unless necessary

Example:

• /cheap-flights-europe → /voli-low-cost-europa

My best practices:

• Include primary keyword
• Keep consistency across site architecture

For each page, I include:

• The primary keyword (preferably at the beginning)
• The brand name (if relevant)

Length: ~50–60 characters

I always optimize for CTR (not just rankings).

Example structure:

• Main keyword + value + brand

This is not just translation: it’s conversion copywriting.

Length: ~140–160 characters

I always include the:

• Primary keyword
• Secondary keyword (if natural)
• CTA (e.g. Scopri, Acquista, Prenota)

adapting the tone for the Italian audience.

I focus on:

• Benefits
• Clarity
• Natural language

I generally expand the keyword field with:

• Synonyms
• Related queries
• Long-tail variations

My sources:

• Google SERP (related searches)
• SEO tools
• Native intuition (very important in Italian)

Example:

• Primary: scarpe da corsa

• Semantic: scarpe da running, scarpe sportive

I make sure the content feels native, not translated:

To do so, I adapt:

• Tone of voice
• Formal vs informal (tu vs lei)
• Expressions and idioms

I avoid anglicisms (unless commonly used in Italy) and ensure alignment with Italian buying behavior.

My final validation step includes:

• Keyword presence
• Slug
• Meta title
• Meta description
• No keyword stuffing
• Natural readability
• No duplication across pages
• SERP preview testing

I provide a structured file (Excel/Google Sheets) with:

• Original URL
• Italian slug
• Primary keyword
• Secondary keyword(s)
• Meta title
• Meta description
• Synonyms / semantic keywords
• Notes (if needed)