Keyword research is the foundation and backbone of any search engine optimization efforts.As search engines evolve, and provide more personalized and localized experiences,understanding the words and phrases that your audience will use when they're looking for your products and services, will continue to be important. At the end of the day, in order to optimize, you need to know what you're optimizing for. When you move towards international SEO, this concept remains the same. You'll want to approach keyword research carefully,taking into account cultural and linguistic considerations, and competitive keywords used in your target market.
And you'll want to take advantage of existing data sets that can help you identify the most searched on, the least competitive, and the most relevant terms for your various language and location combinations. Essentially, you'll use this keyword research to inform and support your content strategy. Targeting the most effective keywords for each market or language will help build up your exposure and your local search engine visibility. And measuring success or failure will help you to keep continually refining your processes. Generally, you'll approach keyword research for international SEO, in the same way you would for any other website.
You'll start with an initial seed list of keywords that are based on your content initiatives and your business objectives. The key difference here is that you'll be targeting one or more languages, and possibly multiple regions, which adds a layer of complexity. The seed keyword list should be built out using the actual keywords that the visitor might search for,and not a direct translation from a one-size-fits-all keyword list. For example, maybe you've got a moving service, and you're targeting the keyword "move houses" in your primary English list. If you run this through an automated translation tool, you might come up with the Spanish keyword of "mover casas," which would be great if you think there's a market for people who literally want their houses picked up from their foundations and physically moved somewhere else.
To get that meaning across, you'll need to use a completely different word. And you might find that "servicios de mudanza" or "mudarse de casa" are much more appropriate. And even when we're working in the same language but different regions, we'll need to adapt and target different keywords. For example, if you're targeting "elevator repairs" as a keyword in the US, your UK website is going to need to start targeting the phrases that use the word "lift."Nobody in England is going to be searching for elevator. Having someone who speaks the language and understands the regional nuances helping you with your keyword research, will be immensely useful.
You'll find that your seed list will generate more ideas and concepts that surround your searcher's intent. And that many of the keywords you may have originally thought would work,don't end up in your final list. Next, you're going to need to dig into keyword-research tools using your initial seed keywords to discover what your audience are actually searching for.Just like with regular keyword research, we're looking to find the keywords that have the best balance of relevance, volume and low competition. The only difference is that we'll be doing this in other languages or with other regional targets.
When exploring keyword research tools for international SEO, Google's Keyword Planner is a great place to start. Since it's part of the AdWords product, you'll need to sign up for a free account, but you won't need to setup any AdWords campaigns or spend any money to get access to this tool. Let's login and have a look at some of the features of this tool that you can use for international keyword research. First, to get there, log into your AdWords account and you'll find the Keyword Planner under the "Tools" drop-down menu. You can use the Keyword Planner to do pretty much everything we need to look at.
You can get ideas to build on a seed list. You can get traffic and competition estimates, and you can filter all this by geographies. For this video, let's start by searching for new keywordand ad group ideas. We can enter a keyword, a product, or a service in the product or service area. Note that if we're getting ideas for a current page, including a competitor's, we could use that page's URL as well. But for now, let's continue with the example of a moving company. Under "Targeting," we'll want to select the location we want to target. In this case, let's pick "Spain-country." Next under languages, we'll choose a language.
I'll go with Spanish here, since that's the language I'm interested in. There are some other options you can explore on your own, but for now we're going to keep it simple and just click on "Get Ideas." Clicking on the keyword ideas tab, you can see a list of lots of potential keywords, along with their approximate search volumes, how competitive they are in paid search markets, and even their seasonal trends. As we discuss in the "SEO Fundamentals" course, there are many more things we can do with his tool. And I'd encourage you to take advantage of all the filters, features, options, and functionality as you do your research.
There are also multiple tools available for this type of research that extend beyond the Keyword Planner tool. For international keyword research for Chinese markets, for example,you can use Baidu's keyword and search trend tools to discover what keywords are relevant,or Yandex's keyword statistics tool that can be extremely helpful for Russian. At the end of the day, the better you get into the minds of your target audience, the more affective you'll be at determining how they think in local languages, and how they search for your products and services. And there's no better way than to combine traditional keyword research best practices with local, native-speaking expertise.
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