International keyword research is the process of finding the search terms people use in different countries and languages.
It’s an important part of international SEO (search engine optimisation), which means improving your website’s visibility in search engines across multiple regions.
The key mistake businesses make is simply translating their existing English keywords. A direct translation may be technically correct, but it might not match the words local customers actually use.
Start with local search behaviour
People in different countries often search for the same product in very different ways. Regional language, culture, buying habits and industry terminology can all change the words they type into Google.
For example, a translated product name may receive very few searches, while a more familiar local phrase could attract thousands. This is why keyword research should be carried out separately for each target country.
Check search volume by country
Search volume shows how often people search for a particular phrase. Always make sure the data is filtered for the specific country you want to target.
A keyword with high global search volume may have little demand in your chosen market. Tools such as Google Keyword Planner, Semrush and Ahrefs can help you compare search levels, competition and estimated advertising costs in different locations.
Avoid relying on global averages, as these can hide major differences between countries.
Understand local search intent
Search intent means the reason behind a search. Someone may be looking for information, comparing options or preparing to make a purchase.
The same phrase can have different meanings in different markets. Review the search results in each target country to see what Google displays. Product pages usually suggest buying intent, while guides and articles normally suggest informational intent. Your content should match what local searchers expect to find.
Localise rather than translate
Localisation adapts content to suit a specific audience. This may include regional spelling, slang, payment methods, regulations, measurements and cultural references.
You should also consider country-specific terms such as tax names, legal requirements or popular local services. These details help search engines and customers understand that your content is genuinely relevant to their location.
Organise and review your keywords
It’s often a good idea to group related keywords into topics and assign them to suitable pages. Keep each country’s keyword list separate so that regional terms don’t become mixed together.
Once your pages are live, review the real search queries bringing visitors to your website. This data can reveal new phrases and help you improve your content over time.
To find out how your business can improve its international search visibility, get in touch with our experienced team at Engage Web, who create effective SEO strategies in multiple countries
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