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9.6Intermediate8 min

International Keyword Research: Understanding Markets

Lucas Blochberger··Updated 12 June 2026
Definition

International keyword research is the market-specific identification of search terms considering local search habits, synonyms, cultural differences and regional search volumes.

Key Takeaways

  • ✓Keyword translation is not the same as keyword research: Market-specific terms emerge through research in the target market, not by transferring the home market list.
  • ✓Search volume is not transferable: Volumes and competition must be gathered per country and language, as market size and local variants vary significantly.
  • ✓DACH is not a uniform market: Austrianisms (Jänner, Sackerl), Swiss Helvetisms and the abandonment of ß (ss) are search-relevant keyword variants.
  • ✓Map search intent per market: The same phrase can be informational or transactional depending on the country, which determines the appropriate content format.
  • ✓Check the search engine landscape: Google dominates in the DACH region, while other markets use Yandex, Baidu or Naver, which influences tool and data selection.
  • ✓Keyword research feeds hreflang and domain strategy: Market-specific clusters determine ccTLD/subfolder/subdomain and URL mapping, reducing widespread hreflang errors.
  • ✓Native speaker validation is mandatory: It prevents 1:1 translations, incorrect language codes and overlooked synonyms, especially in scalable programmatic processes.

International keyword research is the foundation for successful expansion into new markets.

Why translation alone isn't enough

A direct example: The German keyword Handwerker has no equivalent English keyword with comparable search behavior. Handyman, tradesperson, contractor — each term has different associations and search volumes. Keyword translation overlooks these nuances.

Market-specific research

Step 1: Identify seed keywords in the target market (don't translate). Step 2: Use local tools (Google Keyword Planner with country filters). Step 3: Analyze local competitors (which keywords do they use?). Step 4: Involve local consultants or native speakers for nuances.

DACH-specific differences

Even within the DACH region: Austrians search for Facharzt für Innere Medizin, Germans more often search for Internist. Swiss search for Billet, Germans for Fahrkarte. These differences are relevant for keyword strategy.

Data & Statistics

16,2 % der österreichischen KMU sind grenzüberschreitend im Onlinehandel aktiv vs. 8,7 % EU-Schnitt; Österreich Cross-Border-Europameister

medianet.at, basierend auf Eurostat / DESI (2024)

76 % der Online-Käufer bevorzugen Produkte mit Informationen in ihrer Muttersprache; 40 % kaufen niemals von fremdsprachigen Websites

Slator press release reporting CSA Research, Can't Read, Won't Buy – B2C (2020) (2020)

Österreich: 81,87 % Google, 9,01 % Bing, 2,75 % DuckDuckGo (Mai 2026)

StatCounter Global Stats (2026)

31,02 % widersprüchliche hreflang-Direktiven; 16,04 % fehlende selbstreferenzierende Tags; 8,91 % ungültige Sprachcodes (Stichprobe 18.786 Sites)

Search Engine Land – Studie von Dan Taylor (SALT.agency) mit NerdyData (2023)

9,6 % der Sites nutzen hreflang auf dem Desktop (8,9 % mobil), gegenüber 9,0 % Desktop 2021

Web Almanac (HTTP Archive) – SEO-Kapitel 2024 (2024)

8,69 Mio. Internetnutzer in Österreich, Penetration 95,3 % (Januar 2025)

DataReportal – Digital 2025: Austria (2025)

31 % der österreichischen Unternehmen nutzten 2023 E-Commerce; durchschnittlich 19 % des Umsatzes über E-Commerce

Statistik Austria – IKTU 2024 (PM 13.489-256/24) (2024)

Englisch 49,7 %, Spanisch 6,0 %, Deutsch 5,9 %, Japanisch 5,0 %, Französisch 4,5 % der Website-Inhaltssprachen

W3Techs – Usage statistics of content languages for websites (2026)

FAQ

What is the difference between international keyword research and keyword translation?
A translation transfers existing keywords grammatically correctly into another language, but often fails to capture actual search behavior. International keyword research instead starts in the target market: native speakers formulate seed keywords, add synonyms and colloquialisms, and only then are volumes and SERPs checked per market. Translation is therefore a tool, not a substitute for independent research.
Why can't I simply transfer German search volumes to Austria or Switzerland?
Search volumes depend on market size, linguistic variants and local competitors. Austria and Switzerland are smaller than Germany, but partly use their own terms (Austrianisms, Helvetisms) with their own volume. Volumes must be gathered per market, not extrapolated, otherwise pages and topics are prioritized incorrectly.
Which DACH-specific characteristics must I consider for keywords?
Austrian German uses terms like Jänner, Sackerl or Erdäpfel. Swiss High German completely abandons the ß and consistently writes ss, plus has its own Helvetisms. These regional spellings and word variants are search-relevant and belong in the research, not in a subsequent correction.
Which tools are suitable for international keyword research?
Professional tools like Ahrefs and Semrush offer country-specific search volumes, a volume-by-country view and region-specific SERP analyses. For Google-dominated DACH markets, these are sufficient. For markets with other leading search engines like Yandex, Baidu or Naver, additional local data sources and consultants should be included.
How does keyword research relate to hreflang and domain strategy?
Market-specific keyword clusters show whether a market has enough volume for its own ccTLD or subfolder, and which URLs are needed per language and region. These URLs are linked via hreflang. Clean research upfront reduces hreflang errors such as conflicting directives or incorrect language codes, which are widespread in practice.
By which criteria do I prioritize international markets?
Meaningful criteria are market size and internet penetration, purchasing power, competitive density and the cross-border maturity of the market. Reach figures like internet users and penetration as well as the e-commerce share of a market provide the data basis. Austria is considered the cross-border champion of Europe and is a strong starting market for DACH providers.
Why is native language so important for conversions in international SEO?
According to an international CSA Research study, 76% of online buyers prefer products with information in their native language, and 40% never buy from foreign-language websites. Linguistically appropriate, correctly researched content is therefore not a matter of comfort, but a direct prerequisite for visibility and conversion in the target market.

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