The question
When you want to reach a new country or language and are weighing translation against true localisation.
You have content performing in one market and are deciding whether to adapt it for another language or region.
Why it matters
Machine-translating pages without localising intent, currency and search behaviour produces content that ranks nowhere, while ignoring a proven demand market leaves revenue uncaptured.
How to decide
IfIf there is measurable search demand and commercial opportunity in the target market
ThenYes - fully localise for local queries, currency, examples and hreflang, not just translate.
IfIf you can serve the market and support local intent differences
ThenYes - adapt content to how that audience actually searches, then implement hreflang correctly.
IfIf you would only auto-translate without local research or support
ThenNo - thin translations rarely rank and can create duplicate-intent clutter.
IfIf demand is unproven or you cannot fulfil orders locally
ThenNo - validate demand and fulfilment before localising.