When managing a multilingual website, effective keyword research is one of the most critical components for optimizing your content for search engines across different languages and regions. Each language and market requires a unique approach to keyword research because search behaviors, cultural nuances, and regional trends can vary significantly. Properly localized keyword research will help your multilingual website rank higher in search engines, drive more targeted traffic, and increase conversions.

In this article, we will discuss how to conduct keyword research for multilingual websites, covering tools, techniques, and best practices to ensure your website performs well in international markets.

Why Multilingual Keyword Research Is Important

Keywords are the backbone of SEO, as they help search engines understand what your content is about and match it with relevant user queries. However, keyword research for multilingual websites goes beyond simply translating your current keywords into another language. You must consider cultural differences, regional variations, and language-specific search trends to find the right keywords that resonate with your target audience in each country.

Without proper keyword research, you risk missing out on valuable search traffic, ranking for irrelevant terms, or even offending your target audience with poorly localized content.

Key Steps for Conducting Multilingual Keyword Research

1. Start with Localized Market Research

Before diving into keyword research, it’s important to gain a deep understanding of the local market. This includes identifying local competitors, understanding customer behavior, and being aware of the specific needs and preferences of the region.

For example, search behavior in France may differ significantly from search behavior in French-speaking Canada, even though both regions speak French. Similarly, cultural trends and regional interests can influence search behavior. By conducting market research upfront, you can better align your keyword strategy with local expectations.

2. Use Native Keyword Research Tools

Just as you would use tools like Google Keyword Planner for English keyword research, it’s essential to use region-specific tools for other languages and markets. Some popular tools for multilingual keyword research include:

• Google Keyword Planner: Still useful for many languages and markets, but may not cover all regions.
• Yandex Wordstat: For keyword research in Russian and other languages for Yandex, Russia’s leading search engine.
• Baidu Keyword Planner: For Chinese keyword research targeting Baidu, China’s largest search engine.
• Ahrefs: Offers keyword research options for multiple languages and search engines.
• SEMrush: A powerful tool for international keyword research across multiple markets and languages.

Using native keyword research tools can help you uncover the most relevant and popular search terms for your target region.

3. Identify Language-Specific Keywords

The next step is to find keywords that are specific to the language of your target market. Direct translation of keywords is often insufficient because different languages may have different ways of expressing the same concept. Additionally, idiomatic expressions, slang, and regional dialects can significantly affect search behavior.

For example, if you’re targeting the Spanish-speaking market, you’ll need to account for differences in how Spanish is spoken in Spain versus Mexico. Even minor spelling variations, such as using “color” (Latin American Spanish) versus “color” (European Spanish), can impact search volumes and rankings.

To address this, use tools that allow you to conduct keyword research in the native language of your target audience. Additionally, consider collaborating with native speakers or local SEO experts who can help you identify the most effective keywords for each region.

4. Consider Search Intent and User Behavior

Search intent refers to the reason behind a user’s search query—whether they are looking for information, making a purchase, or seeking a specific website. Understanding search intent is just as important in multilingual SEO as it is in any SEO strategy.

When conducting multilingual keyword research, consider how search intent might differ across languages and regions. For example, users in one country might search for product information differently than users in another country. Similarly, branded queries and navigational searches might vary significantly between regions.

Categorizing your keywords based on search intent (e.g., informational, transactional, navigational) will help you create content that aligns with what users are looking for in each language.

5. Prioritize Long-Tail Keywords

Long-tail keywords—search queries that are more specific and less competitive—can be particularly effective for multilingual websites. These keywords often have lower search volume but higher intent, meaning they are more likely to convert.

In addition to identifying primary keywords, look for long-tail keywords that reflect local search behaviors. Long-tail keywords are also useful for targeting niche markets or regional variations within a language.

For example, instead of targeting the broad keyword “women’s shoes” in German, you might target long-tail phrases like “women’s leather hiking boots in Berlin.” Long-tail keywords can help you capture highly targeted traffic and rank for less competitive terms in each market.

6. Check for Keyword Competition and SERP Features

Once you’ve identified potential keywords, it’s essential to assess the competition for those keywords in the target region. Just because a keyword is popular in one language doesn’t mean it will be easy to rank for in another.

Use SEO tools like Ahrefs or SEMrush to check the keyword difficulty, search volume, and existing search engine results pages (SERPs) for your target region. Additionally, look for opportunities to rank for SERP features like rich snippets, local packs, or video results, which can increase your visibility in international markets.

7. Localize Content for Each Market

Keyword research is just one part of the equation. Once you have your keywords, you need to localize your content to reflect the language, culture, and preferences of the target market. This includes adapting your messaging, tone, and even product offerings to align with local customs and trends.

For instance, the way you describe a product in the UK may differ significantly from how you describe it in Japan, even if the underlying product is the same. Ensuring that your content is culturally relevant and properly localized will help improve user engagement and boost your rankings in each region.

8. Monitor and Adjust Your Strategy

Keyword research is an ongoing process, especially for multilingual websites. As language usage evolves, new trends emerge, and competition changes, it’s important to continuously monitor your keyword performance and adjust your strategy accordingly.

Track metrics like organic traffic, rankings, and conversion rates for each language version of your site. By staying on top of these changes, you can refine your keyword targeting and content strategy to ensure continued success in each market.

For assistance with multilingual keyword research and ongoing SEO monitoring, Web Zodiac’s SEO Services offer expert guidance to help you optimize your multilingual website and improve its performance across global markets.

Case Study: Multilingual Keyword Research for a Global SaaS Company

A global SaaS company was looking to expand into French, Spanish, and German-speaking markets. Initially, the company attempted to simply translate their English keywords into these languages, resulting in low search traffic and poor rankings.

To address this, the company conducted market research and worked with native-speaking SEO specialists to identify language-specific keywords and search behaviors. They also tailored their keyword strategy to reflect the local search intent in each region.

For instance, in the French market, they discovered that users searched for “logiciel de gestion de projet” (project management software) rather than a direct translation of their English keywords. Similarly, they adjusted their keywords in the Spanish market to reflect regional differences in terminology.

As a result, the company saw a significant increase in organic traffic and conversions across their French, Spanish, and German-language websites. By conducting proper multilingual keyword research, they were able to connect with their target audiences more effectively and improve their visibility in international markets.

Conclusion

Conducting keyword research for multilingual websites is essential for optimizing your content for search engines across different languages and regions. By using native keyword research tools, identifying language-specific keywords, and considering search intent, you can improve your multilingual SEO and drive more targeted traffic to your site.

For businesses looking to expand globally, Web Zodiac’s SEO Services offer comprehensive solutions for optimizing multilingual websites, including white-label SEO services and keyword research services. With the right keyword research strategy, your multilingual website can achieve higher rankings, better user engagement, and greater success in international markets.

By following these best practices, your multilingual keyword research will help you rank higher in local search engines, connect with your target audience, and achieve long-term SEO success across the globe.