Re Evaluate Your Target MarketYou might understand your website visitors in America or another English speaking country, but your audience in another country could be very different. If you operate a boutique e-commerce dog treat store, for example, your customers in the United States are mainstream. There is a wide audience for your product willing to pay premium prices for their pets, but the cultural understanding of domesticated animals varies widely throughout the world. In this case, you will not only need to choose your country to expand to carefully, but also evaluate who your customer is in that country. Are they affluent? Are they expats from the western world? Whatever the case, there are keyword research implications. An affluent customer might search for the local equivalent of “treats for show dogs” or “high protein dog treats” whereas a mainstream customer would search for a less specialized term like “dog treats,” “inexpensive dog treats,” or nothing at all. An expat might make mistakes in their grammar or search in English. There are a variety of keyword research considerations that you can account for by better understanding your target market in the foreign market.
Localize in Every Sense of the WordIt should go without saying, but many terms don’t translate directly. Thinking more broadly, sometimes ideas don’t translate well either and require more explanation or a completely different perspective to be meaningful in a different country or region. In addition to the words themselves, localization also requires that you understand and adapt to the local culture. National and religious holidays vary as will buying patterns around those holidays. One country will embrace QR codes while another won’t. One country has paid sick leave while the other doesn’t. One will listen to Justin Bieber and the other won’t. While these may seem like superficial examples they are at least pieces of larger social considerations. If a society adopts QR codes, how should your mobile strategy change? Does it mean that this country is more mobile-focused or just that they have adopted a specific technology? If a country has a law that gives all of its people paid sick leave, how does that affect their health and wellness product buying patterns or the demand for specific products in the industry? Finally, even if it’s something as superficial as whether tweens and teens listen to Justin Bieber or not, there is an impact on haircuts, the words that a certain generation uses, and other factors that should inform the images and the copywriting that you might use to market to that population.
Understand Local Content Discovery ChannelsMost multilingual articles revolving around keyword research are quick to mention that you should look beyond Google and consider optimizing for other, local search engines. This is absolutely true, but as SEO and internet marketing become more complex, you need to think critically not just about search engines but also about what social networks, blogs, forums, and other content discovery channels have market share in the target market since social signals are becoming an increasingly important part of search engine algorithms.
What This a Keyword Research Article?Yes! If you start into the tactical side of keyword research without looking at the big picture, especially for multilingual keyword research, you will miss the most valuable keywords for your brand, product, or service. It’s critical that keyword research start not with researching keywords but by researching your customers.
This was a guest post from World Copywriters.