Keyword research in global SEO or Targeting international audience

Keyword Research in Global SEO orTargeting International Audience

Aline Elbaz

Global SEO definition

Global SEO: Targeting international markets on worldwide search engines and expand business’s Web presence

If your products, services and business are targeting a worldwide audience, then you should consider doing global SEO. It will open opportunities on an international scale.

How to start global SEO

How do we reach international audience effectively?

The first step of every SEO work and content strategy is to define the correct keywords. Also in Global SEO the corner stone and foundation of all work is a in-deep keyword research.

Wrong: Let’s translate our existing priority keywords and written content into different languages.

Conclusion: A new keyword research needs to be done from scratch

!!! Translating keywords only might weaken our previous SEO work as we properly target the wrong keywords !!!

Conclusion how to start Global SEO

Reach international audience effectively by doing a keyword research from scratch!

This can be only done by defining our target audience.

A business tactics and decisions should be concludedand adapt from the above research and analysis (content, homepage, navigation menu, etc)

International Keyword Research

Mayor aspects to consider when doing a keyword research to understand who is the target audience:

A. LanguageB. CountryC. CultureD. Political/Social/Economic

Understand your Target Audience

A. Language B. Country C. Culture D. Political/Social/Economic

Example: Netherlands - How to translate Sales Jobs

Example: US - Sophisticated or online language

Plastic sheds: 40500 Resin sheds: 5400Plastic garden sheds: 12100 Resin storage sheds: 1600Plastic storage sheds: 6600 Resin garden sheds: 720Plastic outdoor sheds: 1000 Resin outdoor sheds: 390

verkoop banen: 20sales jobs: 50sales banen: 50verkoop vacatures: 140sales vacatures: 1600

“Speak their Language” How do you translate correctly a keyword? Which language style is the most used one online? How does educated language perform online compared to street language?


A. Language B. Country C.Culture D. Political/Social/Economic

Example: Luxembourg - Search by city is not relevant as the whole country is concentrated around one main city. Similar case in Denmark

Example: UK - Understand the difference between England, UK and Great Britain! And know to differ great London and London city!

The United Kingdom is a country that includes England, Scotland, Wales, and Northern Ireland. Its official name is “United Kingdom of Great Britain and Northern Ireland.” England, Wales, Scotland, and Northern Ireland are often mistaken as names of countries, but they are only a part of the United Kingdom.

“Know where they are located” Make sure to understand where your audience is located geographically: small/big country, where most of the population lives, what are the weather conditions, do you have states or districts within the country. Finally, determine which product is the most relevant to your target audience within a specific country.



Example: Russia - When buying colored diamonds online, the Russian audience will mostly look for the more precious, rare and expansive colored diamonds compared to other countries which searches for the best “deal”.

Italy - Importance of social interactions and social life results in a very specific job search pattern compared to other countries. Italians will mostly like first look for a job in their own city before searching within their professional for a specific position.

“Who are they” Make sure to understand culture, mentality, costume, norms, etiquettes and habits of your target audience in every way!



Example: Belgium’s official languages are Flemish and French, in some area German is also quite common - but because Brussel is the capital of Europe English became critical online.

Example: UK – Every summer students in UK are absolving Internships as part od their high studies. Internships present a great opportunity for UK, in Germany and France meanwhile internships are less popular, but apprenticeships are more common.

rent a car 6600auto huren 5400louer une voiture 1000huur een auto 40ein auto mieten 10

“Know all the details and be up to date” Many other variables can influence online search behavior such: current event within a country, laws, political differences, restrictions within a country, taxes, etc.

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Keyword Research steps

1. Brainstorm1. What are my main products / services (shoes, shoe store)

2. What defines my product – generic adjectives (soccer ,cheap , online)

3. Is my product targeting a specific audience/location/event (for boys, in

London, on sale)

2. Build a template with different kw groups (main/generic/accompanying kw)

and combine all groups creating long tail keywords samples

3. Collect kw ideas through additional app/tools/sites (examples following)

4. VERIFY RELEVANCE. Enter your keywords in Google (make sure you are in

the right Google ) and check every single result of first result page!

6. Check what the competition is doing!!!

7. Make sure we are targeting the correct keywords and we are not missing out opportunities.

Steps of a keyword research:

http://keywordpro.net/

“It was revealed that bots were the reason for the removal of detailed keyword data, presumably from the many third party keyword tools.”

2016 Adwords Keyword Planner Update

June 2016 - Close Variant keyword Update



September 2016 - Limited Data View for advertised with lower monthly spend


September 2016 - Limited Data View for advertised with lower monthly spend

0, 1-100, 100-1K, 1K-10K, 10K-100K, 100K-1M, 1M+

Adwords Keyword Planner Alternatives

Free keyword (suggestion) toolsGoogle Trends – https://www.google.com/trends/Google Autosuggestion in search boxRankTank (Excel) - https://www.ranktank.org/Tiny Suggest - https://www.tinysuggest.com/Keyword pro - http://keywordpro.net/KWfinder - https://kwfinder.com

RankBrain* - https://rankbrain.me/Wordtracker* – https://freekeywords.wordtracker.comUbersuggest* – http://ubersuggest.org/SEO Book* – http://tools.seobook.com/keyword-list/generator.phpWordStream* – http://www.wordstream.com/keywords/Keywordtool-io* – http://keywordtool.io/

Free keyword toolInstaKeywords – http://www.instakeywords.com/

Paid keyword toolSEMRush – http://www.semrush.com/MOZ – http://moz.com/tools/keyword-difficultyRaven Tools – https://raventools.com/seo-tools/KeywordSpy – http://www.keywordspy.com/

Questions?

Thank you!

Keyword research in global SEO or Targeting international audience

Marketing

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