International Keyword Research: Tools, Tips, Do's & Don'ts

We’ll take a look into how to approach it effectively, the right tools to use, and what to do after you’ve gathered your keywords. By the end of this post, you’ll have a solid understanding of how to conduct international keyword research and avoid the common pitfalls.

Table of Contents

1. What is International Keyword Research?

2. Why is International Keyword Research Important?

3. Essential Tools for International Keyword Research

4. Secret Tips for Successful International Keyword Research

5. Common Mistakes to Avoid in International Keyword Research

6. What to Do After Keyword Research

7. Conclusion

8. FAQs

What is International Keyword Research?

International keyword research is the process of finding keywords that people from different countries or regions are searching for. It’s a crucial part of international SEO, allowing you to tailor your website’s content to target audiences in multiple languages and locations.

For instance, a product popular in the U.S. may not be searched for in the same way in Spain or Japan. People in different countries use different words to describe the same product or service, and search engines behave differently in different regions. That’s why international keyword research is more complex than standard keyword research. It considers cultural nuances, language differences, and regional search behaviors.

Why is International Keyword Research Important?

If your business operates in multiple countries, or if you’re planning to expand internationally, ignoring the differences in how people search online can be costly. International keyword research helps ensure that your content is not only visible to the right people but also resonates with them. 

Here’s why it matters:

• Most online journeys begin with a search engine: According to the SEO.AI , 93% of all online experiences start with a search engine. This means more than 90% of potential customers will type a keyword into Google or another search engine to find businesses or products.

• Boosts top-of-the-funnel activities: Keyword research is crucial for top-of-the-funnel activities, especially for businesses focused on brand awareness. Having the right keywords ensures your content gets seen by your target audience at the very beginning of their buyer journey.

• Marketers rely on keyword insights: According to the Content Marketing Institute, around 75.5% of marketers use insights from keyword research to craft content that resonates with their audience and drives engagement. This proves how important keyword research is in shaping successful content marketing strategies globally.

• High rankings mean high CTR: Data from First Page Sage and Brian Dean of Backlinko show that websites ranking on 1st position in Google’s search results get an average click-through rate (CTR) of between 27.6% and 39.8%. That’s a massive amount of traffic, far exceeding what many other digital marketing strategies deliver.

By conducting proper international keyword research, you position your business to take advantage of these statistics, increasing the likelihood of ranking highly in local search results, driving organic traffic, and building brand awareness globally.

Essential Tools for International Keyword Research

Using the right tools can make a huge difference when conducting international keyword research. Some of the best tools to help you get started are:

• Google Keyword Planner: One of the most popular tools, Google Keyword Planner allows you to filter keyword suggestions by location and language. It's a great starting point for international keyword research.

• SEMrush: SEMrush has a robust keyword research feature that supports international markets. You can analyze search volume, competition, and trends in different regions.

• Ahrefs: Ahrefs is another excellent tool for identifying international keywords. You can view keyword search volumes across countries and languages, making it easier to optimize your content for multiple regions.

• Ubersuggest: Ubersuggest offers a variety of data on keywords, including search volume and competition, and allows you to filter by country or language.

• Moz Keyword Explorer: Moz's keyword tool provides insights into the search behavior of people in different regions, making it easier to optimize your international SEO strategy.

By using these tools, you can find relevant keywords that are not only popular but also location-specific, which is crucial for international SEO.

Secret Tips for Successful International Keyword Research

To get the most out of your international keyword research, here are some helpful tips:

1. Understand Cultural Differences

One of the biggest mistakes businesses make is assuming that people in different countries search for the same keywords in the same way. Cultural differences play a huge role in how people search online.

For example, in the UK, people usually search for “trainers,” while in the U.S., they search for “sneakers.” It’s essential to localize your keywords according to regional search behaviors.

1. Target Language Variants

If you're targeting countries that speak the same language, don't forget about regional differences. For instance, while both Spain and Mexico speak Spanish, their vocabulary and search behavior can differ greatly. Make sure to adjust your keyword strategy accordingly.

1. Use Local Search Engines

In some countries, Google isn’t the most popular search engine. For example, in Russia, Yandex is widely used, while Baidu dominates the search market in China. Make sure you’re optimizing for the right search engine in each region.

1. Focus on Mobile-Friendly Website Design

Mobile searches are becoming more common worldwide. As you conduct international keyword research, keep in mind that your audience may be searching on mobile devices. Make sure your website is optimized for mobile use in different regions. This includes fast loading times, responsive design, and easy navigation, which are critical factors in providing a good user experience globally. A mobile-friendly website design not only helps improve your rankings but also ensures that users from all around the world have a seamless experience on your site.

1. Look for Local Competitors

When researching keywords, take note of local competitors in your target market. They can give you insights into which keywords they’re ranking for and help you find opportunities you might not have thought of.

For example, a local business in France can use very specific keywords that are not popular in the U.S. This kind of research will allow you to stay ahead of the competition in international markets.

1. Keep an Eye on Website Design Trends

International audiences have different preferences when it comes to web design. Keeping up with website design trends can help ensure your website feels modern and attractive to global users. Whether it’s minimalist design, faster loading times, or interactive elements, design plays a role in how long visitors stay on your site. Understanding what’s trending in different countries can help you capture and retain international traffic.

Common Mistakes to Avoid in International Keyword Research

While conducting international keyword research can be incredibly rewarding, there are several common mistakes that can derail your efforts.

Here’s what you should avoid:

• Direct Translation of Keywords

Simply translating your English keywords into another language doesn’t always work. Languages have their own nuances, and word-for-word translations may not carry the same meaning in a different culture. Instead, focus on the intent behind the keywords and find local phrases that match that intent.

• Ignoring Long-Tail Keywords

Many businesses focus only on short, high-traffic keywords and forget about long-tail keywords. In international SEO, long-tail keywords are crucial because they often reveal specific search behaviors in different regions.

For example, someone in Germany can search for “best coffee shops in Berlin” while someone in the U.S. can search for “top cafes near me.” Make sure to include long-tail keywords in your strategy to capture local searches.

• Not Optimizing for Multiple Languages

If you're targeting more than one country, don't forget to optimize your content for multiple languages. This could mean creating separate pages for different languages or using Hreflang tags to signal to search engines which language is used on each page. This helps ensure that your website is easily accessible and properly indexed for the right audience.

Overlooking International B2B Keyword Research

If your business is targeting other businesses internationally, B2B keyword research should be a key part of your strategy. B2B searches often involve very specific terms related to industries, products, or services, and these can vary greatly from country to country. It’s important to find B2B-specific keywords in each target market to make sure your business appears in the right search results.

What to Do After Keyword Research

Now that you’ve completed your international keyword research, you might wonder, “What to do after keyword research?” Well, this is where the real work begins. Here are the next steps:

1. Optimize Your Website

Once you have your list of international keywords, start optimizing your website. This includes updating meta titles, meta descriptions, headers, and content to include your new keywords. Don’t overstuff your pages with keywords. Use them naturally in your content so it reads smoothly and makes sense to your audience.

1. Localize Your Content

Localization is key when targeting international audiences. It’s not enough to simply translate your content; you need to adapt it to the local culture. This could mean adjusting product descriptions, using local examples, or even changing pricing formats to fit the local market. The more your content resonates with local users, the more likely they are to engage with your site.

1. Create New Content

Sometimes your existing content may not be enough to rank for certain keywords. In that case, you may need to create entirely new content tailored to your target regions. This could include blog posts, landing pages, or even product descriptions that focus on the local market’s search behavior. The goal is to create content that speaks directly to your international audience’s needs.

1. Monitor and Adjust

SEO is an ongoing process, and international SEO is no different. After you’ve optimized your website and created new content, monitor your performance. Tools like Google Analytics and Google Search Console can help you track how well your international keywords are performing. If certain keywords aren’t delivering the expected results, don’t hesitate to adjust your strategy. This might mean refining your keyword list, tweaking your content, or exploring new SEO opportunities.

Conclusion

International keyword research is a vital part of expanding your online presence into global markets. By understanding the cultural and linguistic differences that affect search behavior, using the right tools, and avoiding common mistakes, you can effectively optimize your content for multiple countries.

Remember, once you've done the research, it’s important to take action. Optimize your website, localize your content, and monitor your performance to ensure success. With the right strategy in place, you’ll be able to reach a wider audience, improve your global visibility, and drive more traffic to your site from around the world.

FAQs

Why is international keyword research different from regular keyword research?

International keyword research involves understanding regional differences in search behavior, language, and culture. Unlike regular keyword research, which focuses on a single market, international research requires you to consider how people in different countries search for the same products or services.

How do I choose the right tools for international keyword research?

Start with widely used SEO tools like Google Keyword Planner, SEMrush, or Ahrefs. These tools allow you to filter by country and language, making it easier to find relevant keywords for your target market. You can also use local tools, especially in countries where search engines other than Google are dominant.

Should I use the same keywords in different countries?

No, you should localize your keywords to match the search behavior and language of each region. People in different countries may use different terms to search for the same thing. Research each market individually to find the most relevant keywords.

What role does localization play in international keyword research?

Localization is essential. It’s not enough to translate your content—you need to adapt it to fit the culture and preferences of your target audience. This includes adjusting keywords, examples, images, and even tone of voice to make sure your content resonates with local users.

What is the next step after international keyword research?

After completing your keyword research, the next step is to implement those keywords into your website. This includes optimizing existing content, creating new localized content, and monitoring your performance to ensure your strategy is working effectively.