How to conduct keyword research for non-English-speaking markets
Senior SEO-specialist
When you want to expand your SEO strategy into international markets, a proper keyword research indispensable. Search intentions and terminology vary greatly by language and culture (for example: in Germany users search more often with exact terms, while in Spain longer queries in a question phrase are common). Find out how to effectively research and optimize keywords for non-English-speaking markets.
Understand local search intent
Search behavior varies by country and culture. Whereas English-language searches tend to be short and direct, in other countries people prefer longer, descriptive search terms. The local context determines whether your content catches on or not. Use local search tools and analyze how people search in your target market.
Use the right search tools
Not all search tools give equally accurate results for non-English-speaking markets. A combination of these tools often works well:
- Google Keyword Planner: Provides insight into local search volumes and ad competition
- Ahrefs and Semrush: Help analyze competitors and related search terms
- Ubersuggest and KeywordTool.io: Useful for long-tail keywords in specific languages.
Consider cultural and linguistic nuances
Using direct translations of keywords often doesn’t work. Working with native speakers or local SEO specialists does help, though, to catch the right nuances.
An example: The word “insurance” has several variants in French, depending on the context. Native speakers and local SEO specialists know which synonyms and commonly used terms are relevant by region, how formal or informal language should be used, and what cultural sensitivities play a role in search behavior.
When analyzing keywords in Ahrefs or Semrush, you need to look not only at search volumes, but also at competition in search results. In some countries, local websites dominate, while in other regions international brands have a stronger presence. Researching these things helps determine a realistic SEO strategy.
For multilingual content, it is important to help search engines display the correct language version. For example, a correct hreflang implementation looks like this:
A clear URL structure and correct hreflang tags prevent misunderstandings and improve visibility in the right markets.
Tailor your content to local preferences
Good keyword research is only the beginning. Successful international content goes beyond optimization; it must match the expectations and perceptions of the target audience. Consider using local cases, such as a French e-commerce website that communicates discounts based on French sales periods.
This means considering not only keywords, but also how people consume information. Also consider what form of address works best.
Also consider using local examples and cases that are recognizable, call-to-actions that fit the culture of the target audience and references to relevant local resources that exude trust and authority.
Summary
Doing successful keyword research for non-English-speaking markets goes beyond simply translating. It requires a deep understanding of how people search, what competition there is and what cultural preferences influence the choices people make.
By taking a thoughtful approach and using the right tools, you increase your chances of success in new markets. By following this strategy, you will not only improve your SEO, but also ensure a more relevant and valuable user experience worldwide.
