How to Do Keyword Research for Multilingual Audiences

When it comes to digital marketing, keywords are the foundation of every successful SEO strategy. But reaching audiences in multiple languages is not just about translating existing keywords. People in different countries use different terms, have different search habits, and different intent when they type certain phrases into a search engine. If you simply translate a list of keywords from English into Spanish, French, or German, there is a big chance you will miss the actual terms your audience really uses.

That is why keyword research for multilingual audiences is important. It allows you to understand how people in a specific region think, which phrases they use, and what exactly they want when they search. In this blog, I will show you how to research keywords in a simple way and create a list of terms that reflects what your customers around the world are really searching for.

Understanding the Local Context

The first step in keyword research for multiple languages is understanding the local context. This means you need to dive into the culture and language of a specific country or region. For example, the keyword “mobile phone” is common in the UK, but in the US people more often use “cell phone.”

Also, the same word can have completely different meanings in different countries. For example, the English word “pants” in the US means trousers, but in the UK it means underwear. This shows that it is important to understand the language and culture before choosing keywords.

Step One - Identifying Local Terms

Once you understand how important local differences are, the next step is to find local search terms. You can do this in several ways:

• Talk to native speakers: If you have colleagues or partners who speak the language, ask them what phrases people use most often.
• Analyze forums and social media: People often use everyday phrases in online conversations. This can reveal terms that rarely appear in translations but are popular among users.
• Pay attention to long-tail keywords: These are longer phrases that more precisely describe what the user wants. For example, instead of “shoes,” someone might type “comfortable leather shoes for winter.”

This way, you will create a list of words that are important in a given market.

Understanding Search Intent

Before you decide which keywords to use, you must understand user intent. People search because they want to learn something, buy something, or find a specific page. There are three main types of intent:

1. Informational: The user wants to learn something. For example, “what is content marketing.”
2. Transactional: The user wants to buy or order something. For example, “how to buy Google Ads credit.”
3. Navigational: The user wants to reach a specific page. For example, “EasyContent blog.”

This classification applies to both single-language and multilingual campaigns, but the differences appear in expression. In one market, the word “free” may be the main motivator, while in another people respond more to the word “discount.” That is why mapping keywords to the customer journey is very important.

Keyword Research Tools

To find the right keywords, you need to use tools. Here are some of the most popular ones:

• Google Keyword Planner: Useful for global markets, but keep in mind that it sometimes does not show all local phrases.
• Region-specific tools: If you are targeting China, you must use Baidu. For Russia, there is Yandex, and for Korea, Naver. They provide results that are much more precise for local markets.
• Third-party tools: SEMrush, Ahrefs, and similar tools often offer data for multiple countries and languages.

By combining global and local tools, you get a broader picture and make sure you are not missing important keywords.

Competitor Analysis

Another great way to find relevant keywords is to analyze competitors. But keep in mind - competitors in your country may not be the same as those in another region.

Here is what you need to do:

First, look for competitors in that region using local search engines (e.g., Google, Yandex, or Baidu). Then check which keywords they use and in what positions they appear in search results. Finally, look at their website and blog to see what they write about and how they attract an audience.

With this approach, you will not only find out which words you should use, but you will also discover gaps your competitors have not covered. That is your chance to stand out.

Creating Multilingual Keyword Lists

When you collect all the data, the next step is to make a list. The best way is to group keywords by topics and intent, not just by translation. For example:

• Topic: “children’s shoes”
  • informational: “how to choose the right shoes for kids”
  • transactional: “buy children’s shoes online”

This way, you will know not only which phrases to use but also where to place them in your content. In addition, it is important to keep a balance between brand consistency and local relevance. The brand tone must remain the same, but the expressions you use should be adapted to the market.

Best Practices for Implementation

When you have your keyword list, it is time for implementation. Here are some important tips:

• Use hreflang tags: These are tags in the HTML code that tell Google and other search engines which language version of the site to show users in different countries. For example, if you have a website version in English and Spanish, the hreflang tag informs the search engine to show English to users from the US and Spanish to users from Spain or Latin America. They help search engines know which version of your site to display to users in a specific country.
• Localize content, don’t just translate: Adapt images, examples, and expressions to the local market.
• Track results: SEO is not a one-time job. Regularly monitor which keywords bring results and which should be replaced.

Testing and repetition are key - because what works in France today may not give the same results tomorrow.

Conclusion

Keyword research for multilingual audiences is not an easy task, but it is definitely worth it. If you want to reach global customers, you must understand how they think and which expressions they use. Translation alone is not enough, and this is not a process that ends once. Markets change, terms evolve, and user behavior constantly adapts. That is why keyword research should be a constant part of your SEO strategy. Start with one market, learn from the results, and gradually build a global strategy that truly reflects how your customers search.