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Multilingual keyword research

To be found abroad, your website has to be search engine proof for the languages of those countries. Using keywords in your translated web texts helps you to achieve this. In just 6 steps you can complete a thorough multilingual keyword research.

An essential part of successful global SEO is doing a multilingual keyword research. While doing this research, it is import to ask yourself several questions:

  • Which synonyms exist for my English keyword?
  • Which translation option best fits my product or service?
  • Which term will have the largest amount of search results?
  • Which search engine is used the most in your target country (Google, Yandex, Baidu)?
  • What are my competitors doing?

The multilingual keyword research will answer these questions for you, enabling you to use the right keywords in the translated texts for your website. Follow the 6 steps below.

Step 1: Create a good basis for your multilingual keyword research

The current texts on your web page have been written with the relevant keywords in mind. Potential clients in your country are searching for these, and you want to be found with them. The same applies when you go abroad. You want your target group to find you. You can use the keywords from the previously carried out keyword research as a basis for the multilingual keyword research. Have you never done keyword research before? Do this first (or let someone do it for you; we can take care of this!).

Step 2: Translate the current keywords

Where do you want to do business? Translate the current keywords to the language of that country. Important: Don’t just translate the terms. Hire one or more translators who are experts in the field of your domain. The translator needs to be able to understand the wishes of your potential clients. What are they looking for? What do they want to find? The translator will be able to give you extra suggestions and synonyms you could add to the list of keywords.

Step 3: Carry out a multilingual keyword research

Once you have a list of all possible and fitting keywords, you can start your research. Are people in that country really searching for these keywords? How often do they search for them? How much competition is there? Are there any other suggestions? Several (paid) tools exist for carrying out keyword research, e.g. Ahrefs, KWFinder or the Google Keyword Planner.

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Step 4: Get your results checked out by an expert

If you do the keyword research yourself, we recommend you to get it checked out by an expert: a translator with knowledge of the domain and branch. The translator can tell you which keywords and suggestions really are relevant and which can be left out. Which keywords best fit your product or service?

Step 5: Select the relevant keywords

Based on the advice of your expert, you can make your selection. Your strategy plays an import part in choosing the keywords you would like to use. Are you going for long tail and/or short tail? Are you focusing on search volume or low competition levels? You can pick the keywords many people are looking for, but there will usually be some competition. You can also focus on lesser used keywords, so there will be a lower level of competition.

Step 6: Use the keywords in your web texts and website

You now have a list of relevant keywords in the target language. You can use these in your website texts. Use them in the headers, meta descriptions and alt texts. Using keywords in your texts is an important part of increasing your findability on Google; and don’t forget other aspects (loading time, structure, etc). It all counts towards your results!

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