Many people and companies require their content to be localized, not only translated. Localization and translation differ from each other. Translation is just "translation", i.e. converting words and sentences from one language to another in a most correct and nice form, while localization is adaptation of the text to certain reader(s) bearing in mind their nationality, culture and professions. Localization requires knowledge of specific characteristics of nationality and background of the potential reader. This requires translating in a way that would most closely correspond to the original meaning of the source.
Here is an example of localization. Suppose a company publishes their marketing materials on a social media platform on a daily basis. They publish small pieces of text to keep their users interested in the company’s services/products. Also let’s suppose on Fridays the company shares an interesting phrase or question under the title Friday Fun’s Question. If we were translating this literally (not localizing), we would translate this in Russian as "Пятничный веселый вопрос" where «веселый» means joyful, merry, or cheerful. Well, for Russian it is okay. That said, the English “Fun” may be translated into Russian as "interesting", "entertaining", "amusing" etc. Now let’s suppose on a Friday the company publishes the following question: "Guess the surface of the World Ocean that is covered by plastic waste products". And then the Fun’s Questions follows. How would we translate this phrase? Is that so we will translate it as “Answer to Friday’s Joyful Question“? What is so joyful in this dreadful and sad question? Surely, from Russians' point of view, it is better to write "Answer to Friday Funny (or may be not so funny) Question. This is what I call localization bearing in mind the Russian mentality and Russian language.
In general, localization includes also translation of interface elements on websites which is specific for each language. The translator should know how to convert one element or another to the foreign language.
Here we should once again stress that localization in particular should be done for certain person or a group of people.