Story Based Question
Picture this: You’re leading the SEO strategy for a global fitness app. The app has been a hit in English-speaking countries, but now your team wants to expand into Spanish, German, and Korean markets. Your manager tasks you with identifying the most effective keywords to target in these languages to ensure visibility and engagement.
You quickly realize that direct translations of your English keywords like “home workouts” or “calorie tracker” might not work. How do you go about performing keyword research for these multiple languages to ensure the campaign’s success?
Exact Answer
To perform keyword research for multiple languages, use local keyword tools, analyze regional search intent, consult native speakers for cultural insights, and focus on localization rather than direct translation of keywords.
Explanation
Keyword research in multiple languages is more than simply translating English terms into other languages. Every market has its own unique search behavior, influenced by culture, idiomatic expressions, and even regional variations of the same language.
Here’s a breakdown of how to approach it:
1. Use Local Keyword Tools
Utilize tools that cater to the target language and market. For example:
- Google Keyword Planner: Works for most languages but ensure you set the region correctly.
- Yandex Wordstat: Ideal for Russian keywords.
- Baidu Keyword Planner: Best for Chinese markets.
- Ubersuggest or SEMrush: Versatile tools with multilingual support.
2. Analyze Regional Search Intent
Don’t assume the same keyword intent applies across languages. For example, Spanish speakers might search for “ejercicios para hacer en casa” (exercises to do at home) instead of “home workouts.” Research common phrases and check the SERPs for variations.
3. Collaborate with Native Speakers
Native speakers can provide cultural context and validate your keyword choices. They help identify colloquialisms or regional preferences, like whether Germans prefer “Fitness-Übungen” over “Workouts zu Hause.”
4. Focus on Localization
Localization adapts your keywords to reflect local culture. For instance, in Korean, “홈트레이닝” (home training) is a widely used term that’s culturally relevant for fitness content.
5. Analyze Competitors in Each Market
Look at successful competitors in the target language to identify the keywords they’re ranking for. Use tools like Ahrefs to extract keywords from their pages.
6. Test and Optimize
Once you implement your keywords, monitor their performance using analytics tools. Tweak content based on engagement metrics like CTR and bounce rate.
Example
Let’s revisit your fitness app expansion to Spanish, German, and Korean markets.
Research Process:
- Spanish Market
- Start with “home workouts.” Google Keyword Planner shows “ejercicios para hacer en casa” as a high-volume keyword in Spain.
- Through native consultation, you learn that in Latin America, “entrenamientos caseros” is more popular.
- German Market
- Translate “home workouts” to “Workouts zu Hause.” Research shows that Germans often search for “Fitness-Übungen für Zuhause” (fitness exercises for home).
- Competitor analysis reveals high-ranking pages also use “Bodyweight-Übungen” (bodyweight exercises).
- Korean Market
- Translation gives you “홈 트레이닝.” A local SEO tool shows that users prefer the slang version “홈트.”
- SERP research indicates that including specific modifiers like “홈트 추천” (home training recommendations) improves visibility.
Implementation:
For each market, you:
- Write blog posts like “Top Home Workouts for Beginners” localized as:
- “Ejercicios fáciles para casa” (Spanish)
- “Einfache Workouts für Zuhause” (German)
- “초보자를 위한 홈트 운동” (Korean).
- Optimize meta tags, headers, and alt text with region-specific keywords.
Keyword research for multiple languages requires tools, cultural awareness, and native insights. By focusing on localization instead of translation, you can create content that resonates with each target audience.