Did you know that word choice is a decisive factor in international SEO?
In today's digital world, where competition is fierce and internet users' attention is limited, search engine optimisation (SEO) is essential for any company that wants to stand out. However, when it comes to targeting an international audience, simply optimising your website for local search engines is not enough. Therefore, it is crucial to understand that word choice has a significant impact on your international SEO positioning. We explain how and why you should take advantage of this tool to increase your internet visibility around the world.
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The importance of keywords in international SEO
Keywords have become central to all SEO strategies. Thanks to them, search engines can understand and rank the content of a webpage. However, keywords that work for one language and region may not be effective for another. For example, a term that is highly searched in the United States may be completely unknown in Spain. Take the brand Zara as an example: in Spain, the keyword "moda" is very popular, while in the US "fashion" would be more appropriate. For this reason, it is important to conduct keyword research for each target market.
Linguistic and cultural nuances
Language is not only a means of communication but also a reflection of culture. Linguistic and cultural nuances greatly influence the way people search for information on the internet. For example, English speakers frequently use different terms to name the same concept depending on whether they are British or American; such as "lift" and "elevator" for "ascensor” in Spanish, or "flat" and "apartment" for "piso". Not being aware of these differences can lead to a considerable loss of website traffic.
Moreover, some local expressions or idioms may be untranslatable or lose their meaning if translated literally. That is why turning to professional translation agencies that work with native translators and localisation experts is essential in order to ensure that your content's keywords connect with your target audience.
Multilingual keyword research
To optimise SEO on an international scale, it is necessary to conduct multilingual keyword research. Here's how it's done:
1. Use keyword search tools specific to each language: Tools like Google Keyword Planner, Ahrefs or SEMrush offer functions to search for keywords in different languages and regions. They provide us with valuable information about the search volume and competition for each word.
For example, a search on SEMrush with the keyword "zapatos" (shoes) will give us different search volumes and associated words depending on whether we are in Spain, Mexico or Argentina.
2. Analyse local trends: Search trends can vary considerably from one country to another. Tools like Google Trends allow us to identify popular topics and keywords in each region of interest.
For example, as the end of the year approaches, search terms like "Christmas gifts" may have multiple specific local variants.
3. Collaborate with local experts: Working with native SEO experts or translators specialised in online marketing can help us understand the linguistic subtleties of each market. It also allows us to identify keywords that might otherwise escape us.
For example, for a campaign in China, a local expert could reveal popular terms on specific platforms like Baidu or WeChat.
Multilingual content optimisation
Once we have identified the keywords we are interested in, it's time to optimise our content. Here's how it's done:
1. Create unique content for each market: Avoid merely translating the content you already have. Create new original content that takes into account the preferences and behaviours of local users. Consider including cultural references, local case studies and testimonials from regional clients.
For example, a cosmetics company could adapt its blog entries to highlight popular ingredients in each culture, such as green tea in Japan or clay in France.
2. Use hreflang tags: These tags indicate to search engines which version to display according to the user's language and region. This helps avoid issues related to duplicated content and improves your position in local searches.
3. Optimise metadata: titles, descriptions and ALT tags also need to be optimised for each language. It is important to ensure that keywords are included naturally and fluently.
Challenges and opportunities
International SEO optimisation presents unique challenges but also offers great opportunities. Investing in a keyword strategy that adapts your content to local preferences leadsto increasing your visibility and attracting a global audience.
Ultimately, the choice of keywords is essential for international SEO. Understanding linguistic and cultural differences, conducting multilingual keyword research and optimising content is invaluable to achieve better positioning in global search results. Not only will you increase your website traffic, but you will also establish a more powerful and relevant online presence on a global scale.
Take advantage of these strategies to maximise your impact and reach international audiences. The world is just a click away, and a good SEO strategy will help you conquer it successfully. Why has Netflix become the global leader in streaming platforms? Because it has adapted its content and keywords to each market like no other. Do not underestimate the power of words and the particularities of each culture in your global positioning strategy. Trust a professional translation agency specialised in high-quality marketing translation services to reach your objectives in each local market.
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Emeline holds a Master's degree in Applied Foreign Languages, specialising in International Management and International Trade Techniques. She completed her end-of-studies internship at AbroadLink Translations and now works there as a sales and marketing assistant
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