With the rise of search engines, keywords have become a vital part of website visibility and functionality by generating visitors to them. For commercial sites, these elements are also very important because they attract visitors interested in the products, services or supports offered by the company. In short, the keyword is a powerful marketing tool that allows the company to become visible to its prospects when they need a specific product or service.

When the company plans to create sites in several languages ​​in order to gain access to foreign markets, the search for multilingual keywords as well as their implementation in the content of the sites must become integrated into the marketing plan.

For each country, specialists must develop a strategy adapted to the needs and research behavior of their foreign prospects. In most cases, literal translation of key terms that have worked well in the home country will not perform as well on the foreign Internet. The terms used by Internet users vary from one country and from one search behavior to another. Taking the time to analyze and understand the behavior of new prospects as well as their cultural particularities will certainly maximize the SEO of the site by attracting the target audience to the company’s offer.

How keywords work

The keywords establish the correspondence between the content of the site and the words or phrases used in the searches of users on search engines. When the user searches for a specific product or service, the engine displays an ordered list of results based on their relevance and how they match the search criteria entered by the user.

All sites want to be at the top of the list, but to get there it is necessary to implement a series of SEO strategies. Keyword research and implementation is the cheapest and most effective of these SEO strategies.

Choose the best keywords

To identify the best keywords, you have to know the prospects and try to think like them when they get in front of their computer and start their search. In general, even in the case of a fairly technical product or service, the prospect will not necessarily type the specialized terms which designate the product, but rather those which are most familiar to them and which they consider to be the most relevant for meet their need.

Online tools for researching and analyzing keywords, such as Google AdWords, prove their usefulness in determining the relevance of a term in a specific geographic area. Google AdWords also makes suggestions for keyword analysis by displaying other terms used in searches. Knowing the search habits of prospects is as important as the content of the site. We can have interesting and relevant content, but if it is not optimized, it will be almost invisible to prospects.

Multilingual keywords

The same principles apply to a foreign language site. An Internet marketing and localization expert can make a decisive contribution to the success of a business development strategy in a foreign market. This one will have knowledge relating to the cultures and behaviors of research of the active prospects on the target foreign market.

This knowledge is absolutely necessary because differences can appear even between two countries that speak the same language. For example, in Spain the word “check mark” is used to designate a car, while in Latin America, the same word designates a baby stroller.

Implementation of keywords

Once you find the most effective terms and phrases in the foreign market, there are a few implementation rules you will need to consider. It is recommended not to abuse it, but to respect a proportion of between 2 and 4 keywords per page, namely one in the title, one in the description, one or two in the body of the content, and also in the URL. This avoids turning the page into a long list of keywords which will be considered spam by the search engines.

It can be surprising to see how certain linguistic choices and their correct implementation in the content of a site can make a difference in terms of its positioning in search engine results.

SEO maintenance

Even when we have found the best terms for our field of activity and our site begins to rise to the top of the regional search engines, the work is not finished. SEO maintenance is recommended because search trends are constantly changing, and new terms may become popular. Here are some tips:

  • Try to do a regular search for foreign key terms using tools like Google Trends, WordTracker, Keyword Discovery or SEM Rush, to find out trends in your prospects’ search behavior;
  • Check out your competitors’ sites and see which terms optimize their results. Create a list of your main competitors and monitor them to define the advantages and disadvantages of their search engine optimization strategy;
  • Check the news related to your field of activity. Popular and relevant topics are always a good source of keywords.