Localisation versus translation
Literal translation often reads as foreign to local customers: idioms fall flat, formality is wrong and the keywords people actually search for are missed. Localisation starts from the meaning and rewrites it for the audience, adjusting tone, examples and search terms. Swashi's Agents produce content this way, which matters for trust as well as rankings. A buyer who reads marketing that sounds local is more likely to reply, book or buy than one who notices a machine translation.


