Posted on / by Chris Parlour / in Content, SEO

How multilingual keyword research can give you global success

You work for a global company, where your products are supplied in all areas of the world. The next part of your online strategy is to grow your audience by reaching out to non-English speaking customers in their native language. What strategy should you follow?

Content creation in foreign languages can be incredibly challenging. In this article, we look at how a multilingual keyword research lead strategy can help you to create the good quality content you need to meet the needs of your global audience.

Multilingual keyword research vs translation

There are two ways to create content for your foreign language websites. Straightforward translation using a translation agency and your already created English content or through writing new content supported by multilingual keyword research.

Translating the content can be seen as the time-saving solution to your problem. It is also probably the cheapest away. However, when it comes to proper optimisation that will attract the search volume you are looking for, there are flaws with this method. Cultural differences within the languages and the different colloquialisms can also lead to non-sensical content.

Writing new content in a foreign language is the other option you could follow. This can be written in-house if you have the resources or outsourced but is often the more costly of the two methods. There is also a lot of focus on what you want the content to say and the keywords you wish to use.

The best approach

For best results, the keyword research has to take place in the native language. Straightforward translation simply does not take into account the search habits and cultures of the different languages. In essence, the best way to produce quality results is to combine the two approaches. So here is our recommended process.

  1. Single out a primary keyword for each theme or the product category in short-tail form.
  2. Translate these into the language you are targeting (either inhouse or outsource but preferably done by a native speaker)
  3. Once your primary keyword has been translated, start to do keyword research using the translation. This is possible using tools such as the keyword planner. This will show you where the search volume for each language. 
  4. From your multilingual keyword research, you can now write new content in the native language by either using an inhouse native speaker if you have the resource or by outsourcing. It is advisable to be particular when choosing your translation agent if you do decide to outsource.
  5. Share you wonderfully optimised content on your websites and reap the rewards.

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