While there are many countries that use English as their main language, most have slight differences in spelling and sometimes even in word usage. For example USA, UK, AU, CA and NZ all have subtle differences in their English usage.
So, if a client sells in multiple countries, they may have a need for localized content. While the process may change from client to client, the main aim is to simply change out keywords, spelling etc and ensure that word usage is accurate for each specific country.
We also have some clients that sell the same items on multiple websites. For example one site might be B2B (Business to Business) and another site be B2C (Business to Consumer). Obviously the content on a B2B site would be a bit more formal where a B2C site could be more laid back. And this is where paraphrasing comes in. We simply take one piece of content, change out keywords and change out some of the wording, sentences so it fits the projected audience.
Both localization and paraphrasing are fairly easy to do and another great service we offer to our clients.