We live in the age of globalization, where businesses constantly seek to expand their online presence across multiple regions. Multilingual SEO plays a critical role in helping businesses reach a wider audience and connect with customers in different regions. One vital component of multilingual SEO is keyword research, which is the process of identifying the search terms and phrases that users are most likely to use when searching for products or services online.
In this blog post, we’ll explore the role of keyword research in multilingual SEO and share some tips for conducting effective research across multiple languages.
Why is Keyword Research Important for Multilingual SEO?
Keyword research is essential to any SEO strategy, but it becomes even more important in a multilingual context. Here are a few reasons why:
Language and Cultural Differences
Keyword research helps businesses understand how their target audience searches for information online in different regions. When language is different, the search phrases must also be different. The same keywords may not be relevant or effective in all languages or regions. So businesses need to identify the most relevant and effective keywords for each market separately.
Different markets may have different levels of competition, and businesses need to identify the keywords that will give them the best chance of ranking well in each market. Keyword research can help businesses identify low-competition keywords that they can target to gain a competitive advantage. They can search for high-competition keywords and try to compete by writing comprehensive and detailed information on the relevant topics.
Diversified User Intent
Effective keyword research takes into account not only the search terms and phrases users are using but also the intent behind those searches. Understanding user intent is crucial to creating content that meets the needs and expectations of users in each market. For instance, it is important for you whether you want to just inform customers or want to sell them something. The informational keyword will be different from the keywords intended to sell something.
Tips for Conducting Multilingual Keyword Research
Identify Your Target Languages
Start by identifying the languages you want to target. Consider your business goals and the markets you want to reach. Keep in mind that different languages and cultures may have different search habits and preferences, so you’ll need to conduct research specific to each language. Once you know your target languages, you can make your multilingual strategy accordingly and use a suitable web-based translation management system that supports your target language pairs.
Work with Native Speakers
When conducting research in a foreign language that you don’t understand, it’s important to work with native speakers who can help you understand the nuances of the language and culture. This will help you identify each market’s most relevant and effective keywords.
Use Localized Tools
Use keyword research tools that are specific to each market or language you are targeting. For example, Google’s Keyword Planner allows you to research keywords in multiple languages, and there are also country-specific tools like Baidu Keyword Planner for China or Yandex Wordstat for Russia. If you are using a professional localization platform, it may have built-in keyword research tools, or you can integrate them.
Consider Long-Tail Keywords
Long-tail keywords are longer and more specific phrases that users may search for when looking for specific information or products. Long-tail keywords can be particularly effective in a multilingual context because they are often less competitive and more closely aligned with user intent. Search traffic of long-tailed keywords is low, but they have a higher conversion rate.
Do Competitors Analysis
Analyzing your competitors’ keyword strategy can help you identify opportunities to differentiate yourself and target keywords they may be overlooking. Look for gaps in their keyword strategy and areas where you can provide unique value to users. Conducting a competitor analysis will help you understand what is working out for your competitors and where they are lacking. However, it is never recommended to blindly follow your competitors.
Summing up the whole discussion, keyword research plays a vital role in multilingual SEO by helping businesses identify the most relevant and effective keywords for each market. By conducting effective keyword research across multiple languages, businesses can improve their search rankings, connect with customers in different regions, and ultimately grow their online presence. By following the tips outlined in this post, businesses can conduct effective multilingual keyword research and gain a competitive advantage in their target markets.