What's your approach to conducting keyword research for international SEO? Share a tip for effectively targeting keywords in different languages or regions.

Question

Effective international SEO requires a nuanced approach to keyword research. This article presents expert insights on adapting strategies for global success. Discover how to leverage local knowledge and cultural understanding to optimize your international SEO efforts.

Chris Raulf · Answer

My approach to international keyword research always begins with understanding the culture and intent behind local search behaviors. It's crucial to realize that simply translating keywords won't suffice—you need to localize.
First, I start by clearly defining my target audience in each region. Then, I rely heavily on tools like SERanking for in-depth regional keyword analysis to identify both high-volume and strategically relevant terms in the target language. Beyond that, I collaborate with native speakers to validate and refine keyword selections. This ensures we're accurately capturing not just a translation but real-world intent.
Here's my top tip for effectively targeting keywords in different languages or regions: always integrate native speaker insights into the process. This helps avoid awkward, unnatural keyword selections and uncovers regional terms that tools alone might miss. Pairing human-driven research with powerful software like SERanking embodies what I truly believe in—micro-SEO: human-driven, AI-assisted strategies that help you outrank even larger competitors.

Peter Wootton · Answer

When it comes to international SEO, I approach keyword research by starting with a deep understanding of the local audience in each target region - their culture, search habits, and the specific terms they actually use, rather than relying on direct translations. I'll usually collaborate with native speakers or local marketers where possible to catch nuances that tools might miss.
One really useful tip is to use localized versions of search engines, like Google.fr or Google.de, and type in the translated keywords to see what autocomplete suggests. It gives a much more natural feel for what people actually search for. Even better, I cross-check the results with tools like Ahrefs or SEMrush set to the specific country so I can validate search volume and intent. It's a mix of research and human insight, really - just translating isn't enough.

Roshan Singh · Answer

One particularly successful international SEO project involved a luxury skincare brand expanding from the US market into Japan and South Korea.
The breakthrough came through cultural search intent mapping:First, we conducted extensive analysis comparing search behavior across markets, discovering that direct translation of successful US keywords completely missed the mark. 
While American searchers focused on product ingredients (e.g., "retinol serum benefits"), Japanese customers prioritized skin concerns and South Korean searchers emphasized specific application techniques.Our localization strategy included:
- Developing market-specific intent matrices mapping common skin concerns to culturally appropriate terminology- Creating persona-based content plans reflecting regional beauty philosophies and priorities- Implementing region-specific landing pages addressing market-specific application methods- Collaborating with local beauty influencers to identify authentic search terminology- Analyzing SERP features in each market to tailor content formatting and structure
The results demonstrated the power of cultural adaptation:
- Japanese market organic traffic grew 217% faster than the initially projected timeline- South Korean conversion rates were 34% higher than US benchmarks- Region-specific terminology targeting reduced PPC costs by 41% through improved quality scores- Local language content averaged 3.5x higher engagement than translated US content
My key tip: The most critical international SEO factor isn't translation accuracy but understanding how search intent differs across cultures. Direct keyword translation misses the fundamental differences in how customers conceptualize products and solutions in different markets.
The most valuable insight was recognizing that effective international SEO requires developing entirely new keyword strategies for each market rather than adapting existing approaches.
By focusing on cultural search behaviors rather than linguistic equivalents, we captured the authentic language and priorities of each market, creating content that genuinely resonated with local customers.

Brandon Leibowitz · Answer

When conducting keyword research for international SEO, I always start by understanding search intent within the local culture, rather than simply translating keywords word-for-word. I once worked with a client expanding from the U.S. into France and quickly learned that their literal keyword translation didn't match what French users were actually searching. Instead of using "logiciel de comptabilité" (accounting software), we discovered "programme de gestion" was more widely searched for that specific niche. That insight came from researching local forums, analyzing native competitors, and checking regional Google Trends data.
One tip I always follow when targeting keywords in different languages is to hire a native speaker or collaborate with one, even if it's just for a short consultation. Automated translation tools miss nuance, slang, and regional variations. For example, Spanish keywords vary drastically between Spain and Mexico, even for the same product. A local perspective helps you avoid costly mistakes and ensures your content actually resonates with the audience.

Sanju Jangid · Answer

For international SEO keyword research, one of the most crucial approaches is avoiding direct translation and instead focusing on local search behavior and cultural context.
Here's a key strategy that works well: Research local search intent, not just translated keywords.
Instead of simply translating your English keywords into other languages, start by understanding how people in each target market actually search for your products or services. The search patterns, terminology, and even the problems people are trying to solve can vary significantly between regions.
Practical approach:
1. Use native-language keyword tools like Baidu Keyword Planner for China, Yandex Wordstat for Russia, or Naver for South Korea, rather than relying solely on Google Keyword Planner set to different countries.
2. Analyze local competitors' content and the language they use naturally - this reveals authentic terminology that resonates with local audiences.
3. Consider regional variations within the same language. For example, Spanish speakers in Mexico search differently than those in Argentina or Spain, using different terms for the same concepts.
Key tip: Partner with native speakers or local SEO professionals who understand cultural nuances. They can identify colloquialisms, seasonal trends, and cultural references that automated translation tools miss entirely.
For example, while you might translate "sneakers" to "zapatillas" for Spanish markets, in some regions people more commonly search for "tenis" or "bambas." These nuances can make the difference between ranking well and missing your target audience entirely.
The most successful international SEO campaigns often discover that their highest-performing keywords in new markets are ones they never would have considered through direct translation alone.

Aaron Whittaker · Answer

My approach to international SEO keyword research starts with understanding how people actually speak and search in their own regions. I view it more as cultural linguistics than pure SEO. For example, when working with a client expanding from the US to Spain, we didn't just translate "cheap flights" into "vuelos baratos." We also researched local expressions and terms that are more colloquial and often used during seasonal promotions.
I use native keyword tools like Sistrix or Mangools and pair them with market-specific forums, Reddit threads, and local competitor sites to hear how people describe their needs. It all boils down to understanding the emotion or urgency behind the search.

Shubham Raj · Answer

At Machintel, our international SEO keyword research begins with understanding local search behavior, rather than simply translating existing keywords. We employ native-speaking analysts and utilize tools such as Semrush, Ahrefs, and Data.xyz to identify high-intent, region-specific keywords that align with cultural nuances and user intent.
One crucial tip: avoid direct translation—focus on transcreation. For example, while running a campaign in Germany for a B2B software client, we discovered that "Projektmanagement-Software" outperformed the literal English translation "Projektverwaltungssoftware," which had low search volume and relevance locally. This insight improved CTR by 43% in that region.
We also incorporate local SERP analysis and competitor benchmarking to align our keyword strategy with user expectations and regional content trends. Our AI-driven platform Jyn.AI accelerates this process by detecting language-specific trends and uncovering long-tail opportunities.
By combining linguistic expertise, local market insight, and data-driven technology, we ensure that every keyword strategy is culturally relevant and performance-focused—driving global visibility without losing local connection.

Thulazshini Tamilchelvan · Answer

When conducting international SEO keyword research, we prioritize cultural context over direct translations. We study search behavior in each target market by analyzing local search engines—not just Google—and consulting with native speakers. For example, when expanding a fashion brand to Japan, we discovered that their top-selling "winter coats" were searched using terms that referenced specific fabric types rather than seasonal descriptors. This local insight dramatically improved our targeting effectiveness.
Our top tip is to build separate keyword maps for each region. We use a combination of local tools (like Baidu Index for China or Yandex Wordstat for Russia) alongside country-specific Google Trends data. We pay special attention to search intent differences between regions—the same query can have different meanings in different cultures. This approach has consistently produced better results than applying a universal keyword strategy with minimal adjustments across markets.

Heinz Klemann · Answer

For international SEO, our keyword research always follows two steps. First, we create a list of core keywords that can simply be translated into the target language. This part is straightforward and helps cover the basics. However, the second step is where the real value lies: building a local keyword list that reflects how people actually search in that region—phrases that aren't direct translations but are rooted in local culture and behavior.
For example, in Germany, someone might search for "Feierabendbier" (after-work beer). It's not a term you'd get from just translating "beer" or "after work." To uncover these kinds of local phrases, we used to rely on native speakers. Now, we let ChatGPT do most of the heavy lifting and then have a native speaker or our local client contact review and refine it. This approach saves time and still yields strong results.

Vikrant Bhalodia · Answer

When we do keyword research for international SEO, we've learned not to trust direct translation. It might get you the right words, but not the right meaning. People don't search the same way in different countries even if the language is technically the same.
One thing we've done that works really well is partner with someone local. Not an agency just a native speaker with a marketing sense. We'll show them a list of keywords we pulled using SEO tools, and they'll go through and tell us, "Nobody here says that" or "This term is mostly used in a different context." That kind of input is impossible to get from a tool.
We also never assume what ranks in the U.S. will rank somewhere else. So, we use a VPN and check the search results in the target country. It's simple, but it gives us a much better feel for what kind of content shows up and what our competition looks like over there.
It's a mix of data and common sense. Tools give us options, but real people help us choose the right ones.

Amir Husen · Answer

My approach to international SEO keyword research involves going beyond direct translation. We use native speakers or local market experts whenever possible, alongside tools that support region-specific keyword data (like SEMrush or Ahrefs with country filters). It's crucial to understand cultural nuances and local search behavior, as direct translations often miss the mark.
One tip: Research local dialects, slang, and colloquialisms. Users in different regions might search for the same concept using entirely different terms. Don't just translate your primary keywords; investigate how locals actually search for your product or service in their specific language and context.

Michael Lazar · Answer

Venturing into the international landscape with your content is an exciting prospect! My approach to keyword research in this arena involves a deep dive into the linguistic and cultural nuances of each target region. It's not simply about translating existing keywords; it's about understanding the intent and search behavior of people in different parts of the world. This means exploring local search engines, forums, and social media platforms to uncover the terms and phrases your potential audience actually uses. We also look at what your competitors in those regions are ranking for, providing valuable clues about relevant topics and search volumes.
A key tip for effectively targeting keywords across languages and regions is to work with native speakers who understand the local market intimately. They can provide invaluable insights into colloquialisms, cultural context, and the subtle differences in language that can significantly impact search results. For instance, a word might have a direct translation, but its connotations or common usage could vary greatly. Engaging local experts ensures your keyword strategy resonates authentically with your target audience, leading to more meaningful connections and better visibility.

Jordan Bridge · Answer

One of the most overlooked challenges in international SEO is the assumption that a shared language means shared search behavior. However, as anyone working across markets knows, the differences in language use between regions—even within the same language—can drastically affect performance.
Consider US vs. UK English. Americans search for "vacation rentals," "apartments," or "cell phones," while Britons use "holiday lets," "flats," and "mobiles." If you're using a single keyword strategy for both markets, you're likely missing out on traffic—and sounding a bit off to at least one of those audiences.
The same applies to Brazilian vs. European Portuguese. While both technically speak Portuguese, the vocabulary and tone differ significantly. For example, a Brazilian user searches for a "celular," while someone in Portugal will look for a "telemóvel." Even everyday terms like "bus," "train," or "ticket" vary. Beyond vocabulary, the formality, sentence structure, and idiomatic expressions can differ so much that content written for one region can feel awkward or even confusing in the other.
This is where tools like Ahrefs, SEMrush, and Google Trends come in handy—not just for keyword volumes, but for identifying which terms are used in which markets. By switching the target region in tools like Ahrefs' Keywords Explorer, I can directly compare how different versions of the same term perform in the UK vs. the US, or Brazil vs. Portugal. That helps guide both keyword targeting and content tone.
But no tool replaces local insight. Data gives you the direction, but effective localization means taking that data and adapting your messaging to match how people naturally speak and search in their specific context. That's how you turn traffic into trust—and rankings into real results.

Gursharan Singh · Answer

Our approach to conducting keyword research for international SEO starts with a deep understanding of the target region and language. 
It's important not to simply translate keywords literally but to localize them, capturing how people in that region actually speak and search.
We use tools like Google Keyword Planner and SEMrush to gather local keyword ideas and analyze local competitors to identify which keywords they're successfully ranking for. Paying attention to region-specific search trends and user behavior helps us prioritize the most relevant terms.
A key tip is always to evaluate keyword intent, which can differ significantly across cultures. What works in one market might not resonate or even mean the same thing in another.
By combining localization, competitor insights, and intent analysis, we ensure the keyword strategy effectively targets the right audience in each language or region.

Brenton Thomas · Answer

My approach to international SEO keyword research begins with collaborating with native speakers or local market experts to ensure we capture true search intent, not just translations. In addition to using tools like Semrush and Ahrefs, I leverage local search engines and competitor analysis within the target region. One effective tip is to research colloquial terms, regional variations, and cultural nuances—for example, "holiday" vs. "vacation." Furthermore, I validate keywords through local SERP analysis to understand content expectations and ranking competition. True international SEO success comes from thinking locally, not just translating globally.

Marc Bishop · Answer

We rely on clustering tools to segment intent internationally. We group terms into educational, transactional, and navigational buckets. Then we customize landing pages based on those clusters. This helps reduce bounce rate and improve local rankings. Each region carefully gets its own funnel-shaped content structure. That architecture improves performance without overwhelming visitors.
We also use structured data markup tailored to each language. This improves visibility in search features like FAQs or recipes. Even small tweaks in schema significantly improve CTR. We test formats like "How-To" versus "Listicle" per region. Certain layouts perform better based on cultural preferences. That attention to detail adds real competitive advantage.

Josiah Roche · Answer

Avoid translating keywords directly. People search differently depending on their location, even if they speak the same language. A phrase that works in Spain might not make sense in Mexico, so it's better to build a keyword strategy from scratch for each region based on how people actually talk and search there.
Start by gathering native-language search data using tools like Google Keyword Planner. You can also check local SERPs with browser extensions like Keyword Surfer. This provides real phrasing instead of just volume estimates. Regional slang, cultural context, and intent don't always carry over, so it's more about how people think than what words they technically use.
Involve native speakers early because they know how people naturally search in their country. Give them some seed topics and ask how they'd phrase those ideas. You'll get back angles and expressions no tool can uncover. From there, build out keyword clusters and check for competition, CPC, and relevance. Volume alone doesn't mean much if the traffic doesn't convert.
A low-volume keyword in German or Japanese that brings in qualified leads is more valuable than a high-volume English one that bounces. So try launching a localized page and track bounce rate, time on page, and conversions to see if the keyword actually works.
One solid tip is to treat each language as its own market. Don't copy and paste. That mindset shift leads to better targeting, stronger rankings, and content that actually resonates.

Daniel Reparat Bort · Answer

When it comes to international SEO, my approach to keyword research starts with understanding search intent in each specific market, not just translating keywords from one language to another.
One mistake I often see is businesses translating their English keywords directly into other languages without considering how people actually search in that country. Language isn't just about words—it's about behavior, culture, and context.
To get it right, I use tools like SEMrush or Ahrefs with the location set to the target country. I also look at local SERPs to see what kind of content ranks there. Is it blog-heavy, product pages, or directories? This gives insight into what Google considers relevant for that region.
One tip I'd share: partner with native speakers or local marketers whenever possible, especially during the content and keyword selection phase. They'll often catch nuances and phrasing that tools won't. For example, in Spain, people might search "abogado accidentes trafico" instead of the direct translation "accident lawyer," and that difference can mean the difference between ranking and being invisible.

Blake Renda · Answer

Targeting global audiences without local insight is like speaking into a void. One trick we swear by is using Deep Research in ChatGPT to compare linguistic trends between regions. We upload government trade reports, regional media, and social media transcripts to uncover nuanced keyword preferences. In Germany, for example, we found that "nachhaltig" (sustainable) outperformed "bio" (organic) in certain regions when referring to wellness products. Localization is not just about language—it's about cultural pulse.

Aleksa Marjanovic · Answer

In conducting keyword research for international SEO, we must apply "Cultural Query Mapping."
It is crucial that we consider how people relate emotionally and culturally to our products in each region. These are not merely language distinctions — they are indicative of how different cultures experience the products in our industry. We frequently utilize local keyword tools such as Google Keyword Planner with regional settings, and compare local SERPs to ensure we are aligning with how people are actually searching.
A strategy that has proven particularly effective is customizing product pages with local language and terminology. For instance, when we implemented a specific page tailored to the needs of French-speaking Canadians, we observed a 36% increase in organic traffic from Quebec — and a 24% increase in time on page within a month.
This success can be attributed to the content being native, respectful, and culturally appropriate. Localization is not just about translation — it's also about respecting the nuances of the language and culture.

Sahil Kakkar · Answer

We use customer personas to guide keyword decisions. Each country has different fears, desires, and priorities. We list their top concerns and align keyword themes. That helps us choose emotionally relevant search phrases consistently. The same product solves different problems in different places. We optimize for those specific pain points thoughtfully.
We also compare competitor SEO strategies across regions. Not to copy, but to identify missed opportunities. Gaps in their approach become entry points for us. We reverse engineer what's working and what's not locally. It is always a blend of creativity and structured analysis. That balance leads to stronger global positioning overall.

Justin Belmont · Answer

We start with intent, not translation. Simply swapping English keywords into another language doesn't suffice—people search differently depending on culture, slang, and habits. We employ native-speaking freelancers to sanity-check local phrasing, then cross-reference with tools like SEMrush and Google Trends by region. Here's a tip: examine local competitors' title tags and meta descriptions—they're essentially giving you their best keywords for free. Local nuance wins every time.

Jason Hennessey · Answer

We manually check SERPs for every target country. While tools provide estimates, real searches reveal context. Observing what ranks shows us clear intent patterns. For example, videos dominate search results in some countries. In others, blog articles or comparison charts perform better. This shapes the kind of content we prioritize first.
We also consider local influencers and backlinks early on. Which domains carry authority in that region's space? We often reach out to writers and publishers directly. This builds trust and improves our ranking potential faster. Authority works differently in each market, so we adapt. Global SEO is local strategy executed thoughtfully at scale.

Patrick Carver · Answer

Our approach to international SEO is simple: don't trust the translation—trust the intent. We always start with native-language search data from tools like Ahrefs or Semrush, then collaborate with local experts or native speakers to understand the nuance. For example, in Spanish-speaking markets, 'abogado' might technically mean lawyer, but regional variations like 'defensor' or even slang terms often drive better results. 
Tip: check the SERPs for each term. If the results don't match your target service, you're chasing the wrong phrase—even if Google Translate swears it's correct.

Alex Cornici · Answer

When I first delved into international SEO, I quickly learned how important it is to truly understand local search habits and languages before selecting keywords. For each market, you need to investigate which terms locals actually use, not just direct translations of English keywords. Sometimes the direct translation doesn't convey the same meaning or it's not what people actually type into search engines.
A game-changer for me was utilizing local keyword research tools and also examining competitors in each region to see which keywords they're ranking for. Additionally, don't overlook cultural nuances and slang! For instance, popular terminology in Spain might not be as effective in Mexico. Always verify local relevance and popularity with tools like Google Trends, tailored to each specific country. It's about finding that sweet spot where local language meets user intent. Just remember, when going global, think local – it makes all the difference!

25 International SEO Tips for Keyword Research Success Globally

25 International SEO Tips for Keyword Research Success Globally

Localize Keywords with Native Insights

Leverage Local Search Engines for Authenticity

Adapt Strategy to Cultural Search Intent

Collaborate with Native Speakers for Accuracy

Uncover Regional Phrases Beyond Translation

Build Separate Keyword Maps per Region

Partner with Locals for Cultural Context

Research Local Dialects and Colloquialisms

Engage Native Experts for Authentic Resonance

Analyze Regional Language Variations Carefully

Evaluate Keyword Intent Across Cultures

Use Clustering Tools for Intent Segmentation

Treat Each Language as Unique Market

Understand Search Behavior in Target Markets

Apply Cultural Query Mapping Technique

Align Keywords with Customer Personas

Examine Local Competitors for Insights

Prioritize Intent Over Direct Translation

Manually Check SERPs for Context

Verify Local Relevance with Google Trends

Focus on Emotional Relevance in Keywords

Reverse Engineer Competitor SEO Strategies

Trust Intent Over Direct Translation

Observe SERP Patterns for Content Strategy

Investigate Local Search Habits Thoroughly