International Keyword Research: Understanding Markets
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
- ✓Search behavior varies significantly between markets
- ✓Use local tools and local consultants for non-German-speaking markets
- ✓Search volumes can vary significantly between markets
- ✓Long-tail patterns are culture-dependent
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.
“Never assume that a direct translation of a keyword will work in another market. Search behavior is culturally shaped — the same intent produces different queries in different languages.”
— Aleyda Solis, International SEO Consultant, Orainti