Mastering International Keyword Research: 7 Dos and Don'ts

In the world of cross-cultural SEM and content marketing, effective multilingual and international keyword research is fundamental for successful campaigns. Discover the essential dos and don’ts to fine-tune your SEO, SEA and content strategies for diverse audiences, languages, and cultures.
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In the world of cross-cultural SEM and content marketing, effective multilingual and international keyword research is fundamental for successful campaigns. Discover the essential dos and don’ts to fine-tune your SEO, SEA and content strategies for diverse audiences, languages, and cultures.

Multilingual and International Keyword Research: Dos and Don'ts

Dos and Don'ts in Multilingual and International SEO Keyword Research

Conducting international SEO keyword research across various countries or regions, encompassing multiple languages and diverse cultural groups, empowers you to unearth the terms and phrases your target audience uses when searching for products, services, or information. As an international SEO specialist, here is my advice on how to effectively conduct keyword research in multiple languages. Consider the following dos and don’ts, whether your multicultural marketing approach is international, multilingual, inclusive, or a combination of these elements.

7 Dos in Multilingual and International Keyword Research

  • Understand Your Target Audience

    Begin by gaining a deep understanding of your target audience within each language market. Consider their demographics, cultural nuances, and search behaviors. This comprehensive insight will enable you to tailor your multilingual and international SEO keyword research and content to meet their specific needs.

  • Localise Keywords

    Localisation, or even transcreation, plays a pivotal role in international keyword research across different languages. A mere translation of keywords may fall short in capturing the true intent of users in each market. To ensure precise localisation of keywords in each language, it is imperative to collaborate with native multilingual marketing specialists.

  • Analyse Competitor Keywords

    Delve into the keywords that your competitors are targeting, as it can offer valuable insights. Identify successful competitors in each language market and scrutinise their website content and keyword strategies. This analysis can unveil fresh keyword opportunities and provide you with a competitive advantage.

  • Include Long-Tail Keywords

    Long-tail keywords consist of longer and more specific phrases, often characterised by lower search volumes but higher conversion potential. They prove particularly effective in international and multilingual SEO, enabling you to target specific user intents and capture niche audiences.

  • Consider Conversational Phrases

    Voice search often involves more natural and conversational language. Focus on identifying and optimising for longer, question-based phrases that people are likely to use when speaking to voice assistants. These conversational keywords can help your content rank better in voice search results.

  • Research Local Market Trends

    Research latest news and trends in each target market. Familiarise yourself with the specific keywords or phrases that hold popularity and relevance within those markets. This approach will align your content and SEO efforts with local interests and preferences.

  • Consider Language Variants

    Take into account the language variants present within each market. Certain keywords or phrases may exhibit different variations or spellings across regions or countries. Incorporate these language variants into your international and multilingual keyword research to optimise for specific local audiences.

Tips for Multilingual and International Keyword Research: 7 Dos and 7 Don'ts

7 Don'ts in Multilingual and International Keyword Research

  • Assuming Translation Rather than Localisation or Transcreation


    Avoid the misconception that a straightforward translation of keywords from one language to another will suffice for effective results. Instead, prioritise the localisation of keywords to accommodate cultural disparities and variations in search intent. For instance, consider that Italian frequently employs infinitive verbs, a crucial aspect to consider when conducting international SEO keyword research. Conversely, the French language incorporates accents and special characters, which exert a substantial influence on keyword searches.

  • Keyword Stuffing

    Keyword stuffing, the practice of excessively cramming keywords into your content, can be detrimental. Search engines penalise this practice, and it can have a profound negative impact on your rankings. To succeed in the global digital landscape, focus on maintaining a natural and relevant keyword usage approach.

  • Neglecting Cultural and Regional Adaptation in Keyword Strategy

    When developing your keyword strategy for multilingual and international SEO, it is crucial to consider variations, synonyms, and regional differences in your target keywords. Individuals across different linguistic backgrounds may use diverse terms or phrases to express the same intent, and various regions within a language or country may have unique dialects, colloquialisms, and preferences for specific terms. By incorporating these variations and tailoring your keywords to account for regional differences, you can encompass a wider range of pertinent searches and enhance the effectiveness of your multilingual and international SEO keyword research.

  • Overlooking Voice and Mobile Search

    With individuals from various linguistic backgrounds increasingly utilising voice-activated devices and mobile platforms to access information on a global scale, it becomes imperative to adapt your content strategy accordingly. Employ international keyword research to gain insights into how users worldwide construct their queries in voice search and ensure keyword optimisation for mobile-friendliness. By doing so, you can greatly bolster your global online presence and extend your reach. Neglecting these aspects might result in missed opportunities and impede your ability to connect with an international audience that is progressively embracing mobile and voice-driven search experiences.

  • Focusing Solely on High Search Volume Keywords

    Focusing solely on high search volume keywords is a mistake. It is important to consider other factors such as relevance, competition, and user intent when selecting keywords. A keyword with moderate search volume but high relevance and lower competition can often yield better results.

  • Ignoring Search Intent

    Neglecting search intent is a common error. To select the right keywords, it is crucial to understand the intent behind a user’s search query. Are they looking for information, seeking a specific product, or ready to make a purchase? By aligning your informational, navigational, commercial, and transactional keywords with user intent, you can deliver more relevant content and drive higher engagement.

  • Set and Forget

    International and multilingual keyword research is an ongoing process. Don’t set your keywords and forget about them. Stay vigilant, monitor performance, and adapt your strategy as market dynamics change.

 Multilingual and International SEO Services: Key Components and Benefits
Improving your global online presence is greatly facilitated by leveraging the capabilities of effective multilingual and international SEO services. In this article, I draw upon my expertise as a multilingual SEO specialist, with a specific focus on Italian and French-speaking markets, to delve into the fundamental aspects of multilingual and international SEO services.

Multilingual, Italian, and French Keyword Research

If your goal is to expand your business globally and increase website traffic from international markets, collaborating with an experienced international SEO freelancer is a wise choice. With my expertise in Italian and French keyword research, I can help strengthen your brand’s online presence. Explore my SEO case studies for insights and don’t hesitate to reach out for a free discovery call. Additionally, by sharing your website details and pertinent information on Calendly, you can receive a complimentary SEO audit customised to pinpoint areas for potential improvement.