Have you ever wondered why some businesses struggle when expanding into international markets? They might translate their website perfectly, but still don’t get the visitors they expected. The answer often lies in a crucial but overlooked step: multilingual keyword research.
In this article, we’ll explore what multilingual keyword research is and why it’s essential for global SEO success. You’ll also learn how to evaluate if a foreign market is worth your effort, how to monitor your international content performance, and get actionable tips to implement right away.
What is multilingual keyword research?
Multilingual keyword research is more than just translating existing keywords from one language to another. It’s about understanding how people in different countries actually search for your products or services.
This process is a fundamental part of SEO localization and fits into a broader multilingual SEO strategy.
When done correctly, it helps your business connect with audiences worldwide in their native language and with their preferred search terms.
Why is multilingual keyword research necessary?
Think about how you search for things online. You probably use specific phrases, slang, or local terms without even realizing it. Now imagine someone from another country trying to guess those phrases—they’d likely miss the mark completely!
People in different countries and cultures don’t just speak different languages; they think differently and use unique expressions when searching online. Understanding these cultural nuances and search behavior differences is key. A literal translation of your keywords might lead to terms nobody actually searches for in your target market.
For example, Americans search for “cell phones” while British people look for “mobile phones.” In Spain, computers are called “ordenadores,” but in Latin America, they’re “computadoras.” Without proper research, you might optimize for the wrong terms and miss out on relevant traffic from your target audience.
Before you begin: Is a new market worth your investment?
Before investing resources in multilingual keyword research and SEO translation, you should assess whether a specific international market deserves your attention. Your international SEO strategy should be based on careful market evaluation.
Consider these essential factors:
- Set clear expansion goals: What are you hoping to achieve internationally? Whether it’s building brand recognition, capturing leads, or boosting revenue, your specific aims will help determine which markets deserve priority.
- Examine market potential: Review your existing traffic analytics to identify countries already showing interest in your offerings. Consider economic factors, growth trends, and competitive landscape in potential target regions. Proper geographical targeting requires understanding both opportunity and competition.
- Check if your offering makes sense abroad: Some products and services don’t transfer well to other markets. Ensure yours addresses actual needs while respecting local cultural sensitivities and regulatory requirements. The user experience should feel natural to someone in their native language.
- Assess your available resources: Multilingual SEO is not a one-time effort but an ongoing commitment. Make sure you have the resources—time, budget, and personnel—to maintain and update your international content regularly. If you can’t sustain the effort long-term, focusing on fewer markets but doing them well might be better.
How to perform multilingual SEO keyword research in 5 steps
Successful multilingual keyword research requires a systematic approach. Whether you’re expanding to a country with a different language (like Spain to Germany), targeting regions that share your language but use different terms (like US to UK), or focusing on countries with multiple official languages (like Canada with English and French), these steps will help you uncover the most valuable keywords for each scenario.
1. Validate if direct translation actually works
When you receive a list of keywords to translate, don’t immediately run them through Google Translate. First, consider whether a direct translation makes sense and whether it aligns with the search intent of your target audience.
For example, “commercial washing machine” in English directly translates to “lavadora comercial” in Spanish. However, in Spain, people actually search for “lavadora industrial” instead. A literal translation would have missed this important difference and failed to capture relevant keywords.
Remember that search terms might differ significantly even when countries share the same language. These cultural and regional differences in terminology are crucial to identify early in your research.
Take time to understand if your source keywords have equivalent concepts in the target language, or if you need to adapt them to local terminology. This step is foundational to your content strategy in new markets.
2. Brainstorm your target keywords like a local
Start with seed keywords—the core terms that best describe your products or services—and their direct translations as a baseline. Then, expand your list by thinking like a native speaker. Ask yourself: “How would I search for this product or service if I were from this country?”
For countries with multiple official languages, like Switzerland or Canada, you might need separate keyword lists for each language. Also, consider that in some markets, a significant minority language might represent a valuable opportunity with less competition.
Use SEO tools like SEMrush or Ahrefs to check search volumes and keyword difficulty scores. Make sure to set the correct country and language settings in these tools to get accurate data. Look for a mix of middle-tail and long-tail keywords to create a comprehensive strategy.
Brainstorm variations that include:
- Local terminology and slang
- Regional brand names
- Cultural references
- Different spelling variations
- Seasonal timing differences
3. Get keyword ideas from multiple sources
Don’t limit yourself to just one research method. Explore these additional sources for keyword inspiration:
- People Also Ask boxes: These show related questions users are searching for
- Google Autocomplete: Type partial phrases to see what Google suggests
- Competitor websites: See what keywords similar businesses are targeting in that market
- Online forums and social media: Find out how real people discuss your products or services
- Semantic variations: Include related concepts and synonyms
Remember that Google isn’t the dominant search engine in every country. If targeting Russia, you’ll want to research in Yandex, while China requires Baidu expertise. Each search engine has different features and ranking priorities, so adapt your research methods accordingly.
This comprehensive approach will help you discover keywords you might not have thought of initially and account for the unique characteristics of each target market.
4. Conduct SERP analysis
Now that you have a list of potential keywords with their search volumes and difficulty scores, it’s time to assess your chances of ranking for them.
For each keyword, analyze the search engine results page (SERP) to see:
- Who ranks in the top 5 positions
- Their domain rating (DR) or domain authority
- Content quality and relevance
- Types of content ranking (blogs, product pages, videos, etc.)
Competition levels often vary significantly between languages, even within the same country. For instance, in Spain, Spanish keywords for “desk table” might have high competition, while the Catalan equivalent (“taula d’escriptori”) might present an opportunity with fewer competitors but still reach a substantial audience in regions like Catalonia.
If all the top results are from high-authority websites like Amazon or Wikipedia, you might want to target less competitive keywords initially. Look for keywords where at least one or two lower-authority sites are ranking well—this indicates you might have a chance, too.
Remember that even if you target a specific keyword, Google will also rank you for related terms. So don’t get discouraged if some high-value keywords seem out of reach at first.
5. Add the keywords with a back translation
Once you’ve selected your target keywords, add them to your brief along with a back translation (translating them back to the original language). This helps your client understand what each keyword actually means in context.
For example:
- Original English: “best running shoes”
- Spanish keyword: “mejores zapatillas para correr”
- Back translation: “best sneakers for running”
This step ensures that everyone understands the chosen keywords and avoids confusion later. Once approved, you can start incorporating these keywords into your multilingual content.
How to monitor multilingual content performance
Choosing the right keywords is just the beginning. To ensure your multilingual SEO strategy is working, you need to monitor performance and make adjustments as needed.
Watch for these signs that your keywords and translations might need improvement:
- High bounce rates: If visitors leave your page quickly, they might not be finding what they expected based on their search intent
- Language switching: If users frequently switch to English or another language version, your translation might be confusing
- Low conversion rates: If people visit but don’t take action, your content might not be resonating with the target audience
- Poor engagement metrics: Short time on page or low pages per session can indicate content issues
Google Analytics offers powerful segmentation by country and language, giving you a clear picture of each market’s performance. Your user experience metrics will reveal whether content feels natural to native speakers. Regular reviews of multilingual keyword performance should be part of your routine, allowing you to adjust your content strategy whenever necessary.
Your roadmap to global SEO success
Multilingual keyword research is just the beginning—SEO is an ongoing process that helps you connect with international audiences in a meaningful way. By understanding how people in different countries actually search for your products or services, you can create content that truly resonates.
Here are your action steps for successful multilingual keyword research:
- Think beyond translation: Focus on how locals actually search, not just word-for-word conversions
- Research each market individually: Never assume what works in one country will work in another
- Test and refine constantly: Use performance data to improve your keyword strategy over time
- Work with native speakers: They understand cultural nuances that automated tools might miss
At Translate with Style, we specialize in helping businesses navigate the complexities of multilingual SEO. Our team of native-speaking SEO specialists can help you identify the most relevant keywords for each target market and create compelling content that ranks well and converts visitors into customers.
Expanding your business globally doesn’t have to be complicated. With proper multilingual keyword research, you can connect with international audiences in a way that feels natural and authentic—because you’re speaking their language, not just translating yours.
