How to Perform Keyword Research for International Markets

Homehero

How to Perform Keyword Research for International Markets

hero

In today’s globalized digital landscape, expanding your business into international markets is an exciting opportunity. However, this growth requires more than just translating your content into different languages. To succeed, it’s essential to conduct comprehensive keyword research for international markets to ensure that your content resonates with local audiences and ranks well on search engines.

This article will guide you step-by-step on how to perform keyword research for international markets. From understanding the nuances of international SEO to selecting the right tools and strategies, we will cover everything you need to know.

1. Understanding the Importance of Keyword Research in International Markets

Before diving into the specifics, it’s important to understand why keyword research is crucial for international markets.

  • Cultural Relevance: The language used in search queries varies not only between languages but also between cultures. A word or phrase that is commonly used in one country might be unfamiliar or irrelevant in another. Effective keyword research helps you understand these cultural differences and tailor your content to local preferences.

  • Local Search Behaviors: Search engine algorithms rank content based on a wide range of factors, including relevance and user intent. Understanding how users in different regions search for information allows you to better optimize your content and make it more visible in local search results.

  • Competition: While your business may dominate in one market, the level of competition may vary across borders. Conducting international keyword research helps you identify where the competition is less fierce and find new opportunities for growth.

2. Selecting the Right Tools for International Keyword Research

Performing keyword research for international markets requires the right set of tools to gather data on search volume, competition, and regional trends. Here are some popular tools to help you with this process:

  • Google Keyword Planner: One of the most widely used tools, Google Keyword Planner allows you to see keyword search volumes, trends, and competition in various regions. You can adjust the location settings to target different countries and languages.

  • SEMrush: SEMrush is a powerful tool for keyword research, competitive analysis, and SEO audits. It allows you to track keywords by country and region, making it ideal for international keyword research.

  • Ahrefs: Ahrefs provides an in-depth look at keyword search volume, competition, and ranking difficulty across various countries. It also has a “Site Explorer” feature that can help you analyze international competitors and their keyword strategies.

  • Moz Keyword Explorer: Moz offers keyword research tools that allow you to filter results by country, language, and region. It also provides insights into keyword difficulty and SERP analysis for different markets.

  • Ubersuggest: Ubersuggest provides keyword research suggestions based on your target market. It helps identify keywords with high potential and low competition in various languages and regions.

  • Answer the Public: This tool is great for uncovering question-based queries and understanding the type of content users are searching for. You can search for queries in specific languages or regions to get a better understanding of local search behavior.

3. Choosing the Right Countries and Languages to Target

When expanding internationally, it’s vital to choose the right markets based on factors such as the language spoken, local demand, and business opportunities. Some key considerations include:

  • Language Variations: Different countries might speak the same language, but regional dialects, slang, and variations in vocabulary can influence keyword preferences. For example, English is spoken in the United States, the UK, Canada, and Australia, but each of these countries has unique search terms and spelling conventions. You’ll need to customize your keyword research for each variation of the language.

  • Market Demand: It’s important to consider the market demand in different countries. A keyword may have a high search volume in one country but little to no demand in another. This is where tools like Google Keyword Planner come in handy, as they allow you to filter keywords by country.

  • Cultural Differences: Understand the cultural context of the regions you’re targeting. In some countries, certain words or phrases might have different meanings, which can affect the relevance of a keyword. Research local trends, behaviors, and preferences to avoid any marketing missteps.

  • Competitor Analysis: Identify which markets are less competitive or have untapped potential. Analyze the competition in different countries and determine which markets offer the best opportunity for growth.

4. Using Localized Keyword Research for Different Countries

Once you’ve identified your target countries and languages, it’s time to conduct localized keyword research. The key here is to focus on how your target audience in each region searches for products or services similar to yours. Here’s how to get started:

  • Country-Specific Search Engines: Google may be the dominant search engine worldwide, but in some countries, local search engines might be more popular. For example, Baidu is the most widely used search engine in China, while Yandex dominates Russia. Conducting keyword research on these platforms can give you valuable insights into local trends.

  • Analyze Local Trends and Interests: Use Google Trends to monitor popular search queries in different countries and regions. This will help you understand what topics or products are trending and align your keyword strategy accordingly.

  • Competitor Keyword Research: Take a close look at your competitors in each country. What keywords are they targeting? Which terms are driving the most traffic to their websites? Use tools like SEMrush or Ahrefs to perform a competitive analysis and identify gaps in their keyword strategy.

  • Local Language Optimization: When researching keywords, ensure that you’re using the local language and taking into account regional dialects. For example, in Spanish-speaking countries, the word “computadora” is used in Mexico, while “ordenador” is more common in Spain. Make sure to tailor your keyword research to each market’s specific language nuances.

5. Long-Tail Keywords and Their Importance in International Markets

Long-tail keywords are an essential part of international keyword research, especially when you’re trying to target niche markets. These are longer, more specific search queries that often have lower competition and higher conversion potential.

  • Lower Competition: Long-tail keywords often have lower search volumes, but they are less competitive and more targeted. By focusing on long-tail keywords, you can tap into audiences who are further down the purchase funnel and are more likely to convert.

  • High Relevance: Long-tail keywords often reflect more specific search intent. For example, a user in Germany might search for “buy hiking boots in Munich,” while a user in the US might search for “best hiking boots for winter.” By targeting long-tail keywords, you can align your content more closely with what users are searching for.

  • Localization: Long-tail keywords often include localized terms such as city names, neighborhoods, or regional slang. These keywords provide valuable insights into local search behavior and can help you tailor your content to meet specific geographic demands.

6. Keyword Analysis for International SEO

After gathering a list of potential keywords, it’s time to analyze their viability for international SEO. Here are some critical factors to consider:

  • Search Volume: Use your keyword research tools to check the search volume for each keyword in your target market. Ideally, you want to target keywords that have a reasonable search volume but are not too competitive. This will increase the likelihood of your content ranking in search engine results.

  • Keyword Difficulty: Assess the competition for each keyword. Some tools, such as Moz Keyword Explorer and Ahrefs, provide a keyword difficulty score that tells you how hard it will be to rank for a given term. If a keyword has high competition, consider using long-tail keywords or less competitive terms to achieve better results.

  • Search Intent: Understand the intent behind the keyword. Is the user looking to purchase, learn, or find a solution to a problem? Aligning your content with the search intent will improve user engagement and help with conversions.

  • Local Search Trends: Consider how search trends fluctuate throughout the year. For example, certain keywords may see increased search volumes during specific seasons, holidays, or events. This can affect how you plan your keyword strategy in different international markets.

7. Optimizing Content for International Markets

Once you’ve identified the right keywords, the next step is to optimize your content for each market. Here are some best practices:

  • Localized Content: Instead of simply translating your content into different languages, make sure it’s culturally relevant and tailored to the local audience. This includes adjusting tone, style, and examples to reflect local customs, preferences, and values.

  • Use Hreflang Tags: Implement hreflang tags on your website to tell search engines which version of your content to show based on the user’s location and language. This helps avoid duplicate content issues and ensures that users are directed to the right version of your site.

  • Optimize Local Pages: Create individual landing pages or subdomains for each market you target. Ensure that each page is optimized for the local keywords and includes localized content that resonates with the audience.

  • Mobile Optimization: Mobile usage is prevalent worldwide, so ensure that your website is mobile-friendly. Many international users access the web primarily through mobile devices, so optimizing for mobile is essential for ranking well in local search results.

8. Monitoring and Adjusting Your Keyword Strategy

Keyword research is not a one-time activity; it’s an ongoing process that requires continuous monitoring and adjustments. Use analytics tools such as Google Analytics and Google Search Console to track the performance of your targeted keywords and adjust your strategy accordingly. Be prepared to iterate based on the feedback and data you receive.

Conclusion

Performing keyword research for international markets is a complex yet essential process for global success. By understanding cultural differences, using the right tools, and optimizing your content for each market, you can ensure that your business resonates with local audiences and ranks well on search engines. Keep in mind that this is an ongoing effort that requires constant monitoring and adjustments to stay ahead in the competitive international SEO landscape.