International SEO Keyword Research
International SEO keyword research is the process of finding and validating search terms separately for each target country and language so content matches local search intent, terminology, and SERPs.
Key takeaways
- Research keywords per market, not globally.
- Avoid literal translation; use native speakers.
- Set keyword tools to the correct country and language.
- Analyze local SERPs to confirm intent and content format.
- Use competitor gap analysis to find potential opportunities.
This tactic helps you avoid common pitfalls like translating keywords literally or using aggregated global data.
Example: Expanding an e-commerce site from the US to Mexico
- US keyword: "running shoes" (volume: 150K/mo, intent: purchase)
- Literal translation: "zapatos para correr" (low volume, unnatural)
- Local research: Use Google Keyword Planner set to Mexico, Spanish. Find "tenis para correr" (volume: 20K/mo, intent: purchase) and "zapatillas running" (volume: 15K/mo, intent: purchase).
- SERP check: "tenis para correr" shows product pages and reviews, confirming purchase intent.
- Result: Target "tenis para correr" and "zapatillas running" instead of the literal translation.
Quick-start steps
- Define target markets: List countries and languages you want to rank in.
- Generate seed keywords: Start with core topics from your primary market.
- Localize with native speakers: Have a native speaker adapt seeds to local phrasing, not literal translation.
- Use keyword tools with correct settings: Set Google Keyword Planner, Semrush, or Ahrefs to the target country and language.
- Analyze local SERPs: Check if the top results match your content type (e.g., product pages vs. guides).
- Perform competitor gap analysis: Identify keywords your competitors rank for in that market that you don't.
How to judge keyword quality per market
- Search volume: Use country-specific data; ignore global aggregates.
- Intent match: Does the SERP show product pages, informational content, or local services?
- Language variant: Is the keyword the most common local term (e.g., "apartment" vs. "flat")?
- Competition: Check domain authority of ranking pages; lower competition may be a potential opportunity.
- Seasonality: Some keywords spike in certain months (e.g., "ski rental" in winter).
Common mistakes
- Translating keywords word-for-word: Results in unnatural terms with low search volume.
- Using global keyword volume: Hides market-specific demand; a keyword may have high global volume but zero searches in your target country.
- Ignoring SERP analysis: The same query can trigger different content formats (e.g., videos vs. articles) in different countries.
- Choosing keywords before confirming language: Some markets have multiple official languages (e.g., Canada: English and French).
Next step
FAQ
Why can't I use global keyword data for international SEO?
Global data aggregates volume across all countries, hiding market-specific demand. A keyword may have high global volume but zero searches in your target country, or vice versa. Always use country-specific data.
Should I translate keywords literally?
No. Literal translation often misses local phrasing, slang, and intent. Work with native speakers to find the terms people actually use.
Related topics
Sources
- Google Search Central — Best source for multi-regional and multilingual site guidance.
- Google Ads Keyword Planner Help — Official guidance on location- and language-specific keyword discovery.
- Semrush Blog — Well-known reference for international keyword research workflows.
- Ahrefs Blog — Practitioner resource for localized keyword research and SERP checks.
Reviewed by Lucía Marín, Founding editor.