Best Practices for Successful Localized Keyword Research

nding your website into international markets opens up exciting opportunities, but it also comes with its fair share of challenges. You'll need to adapt to different languages, cultural nuances, and local search behaviors while managing SEO for multiple regions and search engines. But don't worry – the payoff is worth it! By reaching new audiences, you'll give a nice boost to your global traffic and brand visibility, leading to more impressive conversion rates.

To make the most of this global expansion, you'll need a solid strategy that includes localized keyword research. Unlike general keyword research, it focuses on understanding local search behaviors, language preferences, and cultural nuances to improve your search engine rankings and drive business growth.

In this guide, we'll walk you through the best practices for conducting localized keyword research so you can become an expert in international SEO!

Best Practices for Conducting Localized Keyword Research

1. Define Your Target Audience and Geographic Focus

It all starts with understanding your audience and painting a picture of your ideal customer. Ask yourself questions like:

• How old are they?
• What do they like?
• How do they shop?

Tools like Google Analytics and Facebook Audience Insights can help you gather this info for specific locations.

Next, pinpoint the countries or regions you want to target so you can start to understand the local lingo and culture. Maybe your target area speaks multiple languages or has unique traditions that influence how people search online.

Don't forget to consider language preferences. In some areas, people might use a mix of languages in their searches. For example, in India, you might find searches in both English and Hindi.

Lastly, dig into the local culture. Are there any customs, holidays, or trends that could affect how people search? Understanding these nuances will help you connect with your audience more effectively.

2. Analyze Local Search Patterns and User Intent

Now that you know who you're targeting, it's time to figure out how they're searching. Think of it as learning your audience's online "dialect" – the words and phrases they use when looking for what you offer.

Start by using Google Trends to spot popular search terms in your target location. You might be surprised at how much these can vary! For example, while Americans search for "apartments," Brits are more likely to look for "flats." It's these little differences that can make or break your local SEO strategy.

Don't forget to consider the "why" behind the searches. Are people looking for information, trying to find a specific website, or ready to make a purchase? Understanding this intent helps you tailor your content to match what your audience is really after.

Also, keep an eye out for seasonal trends. Maybe your product is a hot gift item during a local holiday you've never heard of!

Finally, check if your audience prefers mobile or desktop searches. If they're always on the go, you'll want to make sure your site looks great on smartphones (which you should be doing anyway). Tools like Google Analytics can help you figure this out.

3. Research Competitor Content

Ever wondered what your competitors are up to? Well, it's time to put on your detective hat and investigate! Researching competitor content can help you spot gaps, seize opportunities, and refine your own strategy.

Here is what you need to do:

1. Identify your local and international competitors. This will help you get an idea of what works in this country and even find the best keywords that are driving traffic to their websites with tools like SEMrush, Ahrefs, and Moz.
2. Dive into their keywords. What are they ranking for? Are there any gaps you could fill? Tools like Google Location Changer can help you see how these keywords perform in specific locations or countries.
3. Analyze the content they're producing. How are they optimizing it for local search? What types of content seem to be working best?
4. Check out their backlink profile. Where are they getting their links from? This could uncover some golden local link-building opportunities for you.

4. Utilize Keyword Research Tools

Now, it’s time to get into the nitty-gritty of keyword research by including specialized tools that'll make your life easier.

• First up, we've got Google Keyword Planner, which is free and can help you understand local search volumes as well as get some new keyword ideas.
• For a more comprehensive look at your keywords, check out SEMrush and Ahrefs. These are more high-end and multifaceted because they also include tools for link building, competitor research, content gap analysis, and much more.
• If you're looking for something a bit simpler, Ubersuggest is a great option. It gives you location-based keyword suggestions and search volume data without overwhelming you with too much info.

Now, here's a pro tip: Don't just stick to Google. While it's the big player (with about 82% of the global search market), other search engines matter too. If you're targeting markets in China, Russia, or South Korea, you'll want to familiarize yourself with Baidu, Yandex, and Naver, respectively. Each of these has its own keyword research tools, like Baidu Keyword Planner, Yandex Wordstat, and Naver Keyword Planner.

Remember, understanding the unique quirks of each search engine can give you a real edge in your localized keyword strategy!

Target Specific and General Local Search Terms

When it comes to local search terms, you want to cast a wide net while still staying relevant.

You can do this by starting with more specific local terms such as city names, neighborhoods, and local landmarks. They're great for catching people who know exactly where they want to find something. This also included general local terms like "best restaurants near me," which can help you catch those folks who are looking for something close by but don't have a specific location in mind.

💡Tip: Tools like Moz Local can help you find and optimize for those "near me" keywords easily.

Remember, the goal is to reflect local search intent. Use words like "buy," "find," and "near me" to match what your local audience is actually typing into their search bars.

Then you have the long-tail keywords, which are longer, more specific phrases that might not get as many searches, but the people using them are often more ready to take action. Think "best organic coffee shops in downtown Seattle" rather than just "coffee shops Seattle."

Balancing Native Language Keywords vs. Transliterated Keywords

When you're dealing with markets that use different languages or scripts, you've got to juggle native language keywords and transliterated ones.

Simply put, native language keywords are more relevant in markets where people prefer content in their mother tongue. They're authentic and resonate well with local audiences. If you're targeting a market where the local language dominates, these should be your go-to.

Transliterated keywords, on the other hand, are words phonetically translated from one language to another. They're super useful when you're targeting bilingual audiences or markets familiar with multiple languages. Think of Canada (French and English) or Belgium (Dutch,  French, and German), where many people are comfortable using more than one language.

Transliterated keywords are also handy for branded terms or when there's no direct keyword translation for a concept in the local language.

The key is to find the right balance. Use tools like Google's autocomplete or spend time in local forums to see how people actually phrase their searches. And always, always make sure your translated keywords make sense in the local context.

5. Partner with a Local SEO Strategist

Sometimes, you need a local guide to really understand the lay of the land. That's where partnering with a local SEO strategist comes in handy.

These professionals speak the language, understand the cultural nuances, and know the local search habits like the back of their hand, making their insights incredibly valuable for your keyword research and overall SEO strategy.

But how do you find the right strategist? Platforms like Clutch are a great place to start because they include detailed reviews and ratings for agencies that specialize in local SEO. Or you could also look for individuals through Upwork or Fiverr.

Whoever you choose to work with, remember that a good local SEO strategist will help you develop tailored strategies that align with local markets. They can also tap into their local network for link-building and citation opportunities.

💡Tip: If you're using Weglot for your website translation (more on that later!), you can actually order professional translators for key landing pages directly through their platform. Or add your own SEO specialist to make edits to your translations.

6. Experimentation and A/B Testing

Here's how to set up and run effective A/B tests:

1. Start by identifying key variables to test, such as different local keywords or content types. Focus on elements that are likely to impact your search performance and user engagement.
2. Create two versions of your content: a control version (A) and a test version (B). Ensure that you're only changing one variable at a time to accurately measure its impact.
3. Use A/B testing tools to split your traffic between the two versions. Many content management systems and SEO platforms offer built-in A/B testing features.
4. Run your tests for a statistically significant period. This may vary depending on your traffic volume, but aim for at least two weeks to account for any weekly patterns.
5. Monitor Key Performance Indicators (KPIs) such as click-through rates, conversion rates, and bounce rates. These metrics will help you determine which version performs better.
6. Analyze your results and implement the winning version. If the results are inconclusive, consider extending the test or refining your variables.

Remember, effective A/B testing is an ongoing process. Regularly review your testing strategy and align it with your overall SEO and business goals for the best results.

7. Measure Conversions to Refine Performance

Now that you've got your localized keyword strategy up and running, it's time to keep score. After all, what gets measured gets managed!

• Use tools like Google Analytics to track conversions from your local search traffic and Google Search Console to get valuable data on how your site performs in search results.
• Make it a habit to regularly review your performance data. Look for trends and patterns. Maybe certain keywords are driving more conversions in one market than another. Or perhaps some content types are outperforming others.
• Use these insights to continuously refine your localized keyword strategies because this field is constantly changing, including the way people search. For example, did you know that 15% of searches on Google have never been searched before? That's why staying on top of your keyword game is so important!

Use Weglot to Localize Your Website the Easy Way

International SEO can be overwhelming, but you can make the entire process smoother and easier by using Weglot to translate and optimize your website content into over 110 languages. It's perfect for global businesses looking to connect with audiences worldwide.

Weglot is also a complete localization solution that lets you collaborate with content writers, SEO experts, and translators all in one place. Plus, it automatically takes care of technical SEO practices like metadata translation and hreflang tag implementation.

Let’s take a look at Weglot in a bit more detail.

Key Features

• Easy integration: Works with platforms like WordPress, Shopify, Webflow, and Squarespace. Simply install the plugin and enter your API key to start.
• User-friendly platform: Manage all your translations easily from the Weglot dashboard.

• Automatic translation: Weglot instantly translates your entire website. For example, an English eCommerce site can be quickly translated into French, including product descriptions and blog posts. Every time you add new content, it will be automatically translated, as well.
• Glossary: Weglot allows you to use a glossary feature to ensure that key terms, including localized keywords, are translated consistently according to your brand's terminology.

• Manual editing: Refine translations directly in the Weglot dashboard for accuracy, which is especially useful for legal pages or technical content.
• Visual editor: Edit translations in context, seeing how they appear on your site in real-time.

• Collaboration tools: Invite team members or professional translators to work on specific projects.
• Search engine optimization: Automatically generates SEO-friendly URLs for each language. For instance, "example.com/products" becomes "example.com/fr/produits" for French. The plugin also provides automatic hreflang tagging and metadata translation to ensure your site is optimized in every language offered
• Language detection: Detects a visitor's preferred language and serves the appropriate version of your site automatically.
• Analytics integration: Tracks performance of translated pages in Google Analytics, showing which languages drive the most traffic or conversions.
• Multilingual forms: Translates dynamic content like contact forms, including field labels and placeholder text.
• Media localization: Allows uploading different image versions for each language, ensuring culturally appropriate visuals.

Success Stories: Angell Mobility & MINI

Angell Mobility & MINI successfully launched a multilingual website for MINI's global fan base using Weglot. Their goal was to create a fast, user-friendly site capable of hosting multiple language versions without managing separate storefronts.

To help them achieve this, their digital partner Stellar, recommended Weglot as the tool for the job, and the results speak for themselves:

1. Rapid deployment: Quickly added English, German, and Italian versions to their French site using subdomains.
2. Traffic boost: Experienced a significant increase in website traffic.
3. International sales: 50% of sales now come from overseas markets.
4. Localization control: Their translation team had full autonomy over content management, allowing for precise localization and implementation of keyword strategies.

Weglot tools utilized:

• Visual editor: For instant, in-context translation edits.
• Translations list: Easy navigation and fine-tuning of translations.
• URL-specific translations and CSV import/export: Efficient bulk editing.
• Slug translation feature: Optimized international SEO.

Volkier Bentinck, Co-Founder of Stellar, praised Weglot: "Nothing out there beats Weglot. As an agency, the setup is super smooth. But most of all, our clients love the experience."

Implement Localized Keyword Research to Grow Your Business

Turning your business into an international venture can be difficult, but you can make it a lot easier if you take the time to get to know the local audience and the ways they search and shop online. And even if you have a solid foundation, you have to constantly update and analyze your keyword strategy in order to keep up with trends and changing customer behavior.

If you’re looking for a reliable localization partner, Weglot is just the tool for the job. It simplifies the process of translating and localizing all your content, making it a breeze to manage multilingual websites. With features like automatic content detection and translation, you'll save time and effort on manual translations. Plus, its centralized dashboard makes it easy to oversee your localization progress, manage languages, and maintain consistency across all your translated content.

Ready to take your business global? Start by conducting thorough localized keyword research, then try out Weglot with our 10-day free trial to bring your multilingual website to life.

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