A Step-by-Step International Keyword Research Strategy for Global Success

Struggling to rank in new countries, even with solid SEO? This blog breaks down how international keyword research actually works — and why direct translations won’t cut it. You’ll learn how to find the right search terms, connect with local audiences, and build a strategy that gets real global results.

Written by Deepak Sharma

SEO Specialist

July 8, 2025 | 6 min. read

Table of the content

So here’s the thing — a lot of brands get stuck when they try to take what worked in their home market and just... copy-paste it into a new country.

And honestly? We get it. You’ve already invested time, money, and brainpower into an SEO strategy that works somewhere. It’s natural to assume it’ll work everywhere. But in reality? It usually doesn’t.

Every market speaks a different “search language.” What people type into Google in the UK isn’t always what they search in Spain, Japan, or Brazil — even if they’re looking for the same thing. That’s where most global SEOefforts start to unravel.

Let’s break this down.

Doing International keyword research for global markets isn’t just about translation. It’s about local intent — what your audience actually searches, how they phrase it, and how often they search it. For example, in the U.S., people might search “sneakers.” In the UK? “Trainers.” Same product. Different keyword. Different data.

That’s why at Digital Deep Tech, we guide brands through a smarter, more localized approach. We look at things like:

How average monthly search volume changes from country to country
What terms your target audience actually uses (not just what Google Translate suggests)
Where the real search opportunity lies — not just what looks good on a report

Because international SEO isn’t about scaling what’s already working. It’s aboutunderstanding why it worked in one place — and what needs to change to make it work somewhere else.

And that starts with how you do International keyword research. Ready to dig in?

So... What Is International SEO, Really?

Let’s be real for a minute.

If you’re expanding into new markets and your SEO isn’t working the way it used to — you’re not alone. We hear this from brands all the time:

“We translated the content. The product’s solid. Why aren’t we ranking in France? Or Germany? Or Japan?”

And the honest answer is this: International SEO isn’t just about content in another language.

It’s about creating a structure that search engines understand and users feel comfortable with — no matter where they’re searching from.

At its core, international SEO is how your website tells Google:

“Hey, this page? It’s for people in Spain. That one? It’s for the UK. Oh — and here’s the version in Japanese.”

It’s a mix of technical setup (things like hreflang tags and choosing the right URL structure), and a deep understanding of how people in different countries search, trust, and click.

Now — let’s talk about the part most brands overlook:

How You Structure Your URLs Really Matters

You can have the best content in the world, but if your site structure confuses search engines, or feels unfamiliar to local users — you’ll always be a few steps behind.

Here’s a simple breakdown of your options, without the jargon. Just straight talk:

1. Country Code Top-Level Domains (ccTLDs)

Example: yourbrand.fr (for France), yourbrand.co.uk (for the UK)

When this works well:

You want a strong presence in one country, and you’re serious about being seen as local.

Why it helps:

Google sees yourbrand.de and knows instantly — this site is for Germany. And users feel that too. There’s a built-in trust when they see a domain that ends in .de or .fr.

But the catch?

You’re basically running a separate website for each country. That means extra cost, more effort, and zero SEO benefit from your existing domain authority.

2. Subdomains

Example: uk.yourbrand.com, fr.yourbrand.com

When this fits:

You want some separation between markets — maybe different teams managing different regions — but still connected under one main domain.

Why people choose it:

It’s clean. It lets you track each region’s performance separately. Google understands it. And it’s flexible.

What’s tricky:

Subdomains are treated mostly like separate sites. So your SEO strength doesn’t pass through easily. You’re still building from scratch in each region.

3. Subdirectories

Example: yourbrand.com/uk, yourbrand.com/fr

When this makes sense:

You want one strong domain — and you don’t want ten different SEO campaigns. You’re growing, but need something manageable.

Why we like it (and often recommend it):

It’s cost-effective, easier to maintain, and Google treats it as part of your main site. That means your domain authority carries over. Big win.

Downsides?

It’s not as strong a geo-signal as a country-specific domain. But if you’re not going ultra-local, it’s usually a smart middle ground.

❌ gTLD with URL Parameters

Example: yourbrand.com?lang=en-gb

Let’s be honest…

It’s quick. It’s technically functional.

But?

It’s not great for SEO. Search engines struggle to prioritize it. And users? They don’t trust a URL with a bunch of “?lang=” hanging off the end. You wouldn’t either.

Unless you have to use this setup, skip it.

So, What’s the Best Option?

That depends.

It depends on your goals, your team, your tech setup, and how far you want to go in each market.

We don’t do cookie-cutter answers at Digital Deep Tech. We sit down with you, look at your expansion plan, your analytics, your audience — and we build a structure that fits you now and scales with you later.

Because international SEO is more than just rankings. It’s about trust. Relevance. And doing things the right way — the first time.

Let’s Talk About International Keyword Research — And Why It’s the Heart of Any Global SEO Strategy

If you’re wondering why your international SEO isn’t landing the way it should, this is probably where it starts. It sounds technical — maybe even a bit dry. But when it’s done right, it’s like turning on the lights in a room you’ve been stumbling around in.

So what is keyword research, really?

At its core, it’s the process of figuring out what your audience is actually typing into search engines like Google, Bing, or even regional ones like Baidu or Naver. Not what you think they’re searching — what they’re really searching.

Now, here’s where things get tricky (and where most brands go wrong):
If you’re expanding globally, you can’t just translate your existing keywords and expect results. Why? Because people in different countries — even if they speak the same language — search differently.

Let’s say you sell skincare.
In the U.S., people might search “moisturizer for oily skin.”
In the UK? “Face cream for greasy skin.”
Same intent. Totally different phrasing. That difference can make or break your visibility in a new market.

What Does “Search Volume” Actually Mean? (And Why Should You Care?)

You’ll hear this term a lot in SEO: search volume.

It simply means how many people, on average, search for a specific keyword each month.
More searches = more potential traffic. Sounds good, right?

But hold up — high search volume often means high competition, too.
So yes, you want keywords people are actively searching…
…but you also want to find the ones that are reachable — where you can actually compete and win.

This balance between demand and opportunity is where smart keyword research lives.

Why International Keyword Research Matters So Much in SEO

If you’re building new landing pages for different countries or regions — keyword research isn’t just a nice-to-have. It’s the foundation. Because if you skip this step, you’re basically writing content for no one. Or worse, for the wrong audience entirely.

Here’s what great International keyword research gives you:

1. Real insight into user intent

You’ll see how your target customers are searching, what they’re looking for, and even what type of content they expect.
Are they browsing? Comparing? Ready to buy? This tells you.

2. Keyword clusters, not just single terms

Good SEO today isn’t about chasing one keyword. It’s about covering a whole topic ecosystem.
With keyword clustering, you can rank not just for “electric bike,” but also for “eco-friendly commuter bike,” “best bikes for city travel,” and more — all from one well-optimized page.

3. A roadmap for your content strategy

Once you know what people are searching for, you’ve got a clear plan.
What blog topics should you write?
What landing pages do you need for each market?
Which questions should your FAQs answer?

Global keyword research tells you all of that — and more.

If you’re serious about expanding globally, you can’t afford to guess.
Your content needs to match your audience’s exact search behavior — in their language, their phrasing, their intent.

That’s what we do at Digital Deep Tech — we dig deep into real user data to uncover opportunities your competitors are missing. And we make sure your brand shows up in the right places, for the right people, at the right time.

Keyword Research for Global Brands: How It Actually Works

Let’s not overcomplicate it.

Keyword research is often sold as this “secret weapon” — something only experts with expensive tools can do. But when you’re expanding into global markets, it’s not about magic. It’s about understanding people — how they search, what they care about, and what they expect to find when they hit that search button.

And the truth? Most global brands mess this up — not because they’re careless, but because they’re trying to scale a strategy that was never meant to travel.

So, how do we fix that?

Let me walk you through how we do International keyword research here at Digital Deep Tech — step by step, with no fluff. This is how we help brands figure out what’s working, what’s missing, and how to get seen in the right markets.

Step 1: Google the Keyword — With a Fresh Set of Eyes

Before opening any fancy tool, we do something simple:
We Google the keyword. Old-school, yes. But powerful.

Why? Because it shows you the reality — not the theory. You get to see how Google is interpreting that search in real time.

Let’s say you’re targeting the keyword “buy shoes near me.”
What do you see? Probably a map. Store listings. Maybe a few ads.

That tells you something important: Google assumes the searcher wants to visit a physical shop. If you don’t have brick-and-mortar stores, then ranking for that keyword? Total waste of effort.

Now compare that to “how to apply makeup for beginners.”
Totally different vibe, right? Now Google is serving up videos, tutorials, blog posts — because that query is about learning, not buying.

So if your plan is to rank for that type of keyword, a blog post isn’t enough — a video might be your best shot. This is what we call matching “search intent,” and trust me, it matters more than most people think.

Step 2: Look at the “People Also Search For” Section

Once you’ve scanned the main results, scroll down.
That little section — “People also search for” — is more useful than it looks.

It’s like Google is giving you a peek into your audience’s brain.
“What else are they curious about?”
“What do they search next after this one?”

Sometimes it reveals hidden gems — things your audience cares about but you haven’t thought to cover yet. When we’re mapping out content strategies for clients, we dig through this section to find the questions your brand should be answering.

Step 3: Start Typing — and Watch Google Autocomplete

You know that moment when you’re typing into Google and it starts finishing your sentence?

That’s not just autocomplete. That’s live search behavior.
It’s what people are really typing in, day after day.

For example, you type “how to ship products…”
Google might suggest:

“how to ship products internationally”
“how to ship products safely”
“how to ship fragile items”

Right there — you’ve got three new content ideas based on real demand, not guesswork. We use this tactic all the time when helping brands localize their content for new markets.

Step 4: Pull Up Google Keyword Planner

Once you’ve got some solid ideas, now it’s time to back them up with numbers.

Google Keyword Planner isn’t perfect — but it gives you a ballpark idea of search volume (how often something is searched per month) and keyword variations.

This is where you start spotting trends.
Maybe a keyword has a ton of searches in the U.S., but barely registers in France. Or maybe your go-to product term isn’t even what locals call it in Singapore.

That difference? It’s everything.

Step 5: Use a Few Trusted SEO Tools to Cross-Check

At this point, we bring in a few other tools — like Ahrefs, SEMrush, or SE Ranking — not because they’re fancy, but because they fill in the blanks.

They show us:

What type of content ranks (product page, blog, video, etc.)
Which features show up (videos, maps, snippets)
Who you’re up against
And where the keyword gaps are — the terms your competitors are owning but you’re not even targeting yet

They also help us uncover long-tail keywords — those ultra-specific phrases that may have lower search volume but much higher intent. These are especially valuable when you’re just entering a new market and want to build traction without fighting giants.

International keyword research — when done right — isn’t just a data game. It’s a listening tool. It tells you how your audience thinks, what they’re looking for, and how you can show up with content that actually helps.

If you’re trying to scale globally, don’t skip this.
And don’t rely on translation alone. Every market has its own search behavior — and it’s your job (or ours, if we’re working together) to meet them where they are.

That’s how you build visibility — not just traffic.

Why Your Top Keywords Might Not Work in a New Market (Even if They’re Translated)

Let’s talk about one of the most overlooked issues in international SEO:

You can’t assume that the same keywords — even when perfectly translated — will bring you the same results across countries.

Seems obvious, right?
But we see it all the time. A brand pours months into SEO, enters a new region, and suddenly… nothing. Crickets. No traffic. No rankings.

The page is live.
The content looks great.
It’s technically sound.

But here’s the thing: people in different countries don’t always search the same way — even when they’re looking for the exact same thing.

Let me give you a real-world example.

Real Example: Germany vs. the UK — Same Product, Completely Different Search Habits

We were working with a company that digitises old cine film — things like Super 8, 16mm, 8mm reels. A very niche but emotionally rich service. Families restoring memories, that kind of thing.

In Germany, we discovered the top keyword was: “super 8 digitalisieren” — which means “Cine”.

It had around 1,600 monthly searches. People were clearly searching by format — and the verb “digitalisieren” (digitise) was common and natural for them.

A secondary keyword was: “schmalfilme digitalisieren” — or “digitise cine films” — pulling about 260 searches/month.

So naturally, you’d think the same would apply in the UK, right?

Nope.

In the British market, the dominant keyword was: “cine film to digital” — with just 480 searches/month.

Even more interesting?
Keywords like “digitise cine film” or “digitise super 8” had tiny search volumes — 50 searches/month, sometimes as low as 10.

Same service.
Same value.
But completely different search behavior.

Why This Happens (And Why It’s Easy to Miss)

It’s not just about language. It’s about culture, user habits, and the little linguistic preferences people bring into their searches.

In Germany, people type “digitise.” In the UK, they describe the outcome instead — “convert cine film to digital.”
See the difference?

And this happens all the time with global SEO. Brands assume their best-performing keywords will scale across borders. But even within English-speaking countries, search patterns shift — sometimes dramatically.

And if you’re just translating keywords without doing market-specific research?
You’re basically writing for someone who doesn’t exist.

So, What Do You Actually Do?

Here’s how we solve this at Digital Deep Tech — and how you can start thinking differently:

Do fresh keyword research for each market — even if the language is the same
Look at actual search behavior — tools like Google Keyword Planner, Ahrefs, or SEMrush can help
Study the SERPs — what’s ranking? Is it blogs, videos, product pages?
Think like a local — how would you search for this if you lived in that country?
Don’t rely on translations — build your SEO strategy around real, region-specific demand

If your SEO strategy isn’t landing in a new market, it’s not because your team missed a technical tag or a backlink opportunity. It’s probably because your content — no matter how well written — just isn’t matching what people are actually searching for.

This is why international SEO isn’t just SEO with translations.
It’s about cultural fluency. Market empathy. Real-world keyword data.

That’s the level we work at here at Digital Deep Tech.
And if you’re serious about reaching new markets?
This is where you start.

Choosing the Right Keyword Isn't Always About the Numbers

You’d think picking a keyword is straightforward — just go with the one more people search for, right?

Not quite.

A lot of brands get stuck chasing big search volume and forget to ask the more important question:
“What’s the intent behind this search?”

Let’s say you’re torn between two keywords:

“Scan slides”
“Convert slides to digital”

One gets more searches. But the other one? It tells you a lot more about the person behind the search.

Someone looking to “convert slides to digital” isn’t just browsing — they know what they need. They’re ready to take action. That’s the kind of user you want landing on your page. Meanwhile, “scan slides” could mean anything. They might be looking for a service… or just figuring out how it works. That ambiguity could mean they bounce before ever engaging with your offer.

And there’s another layer: competition.
High-volume keywords are usually more crowded. If your brand’s still building visibility in a new market, it’s smarter to start with terms that are a little more niche — but way more relevant.

Think of it like this:
You can show up in front of a big audience and get ignored,
or speak directly to a smaller group that’s actually listening.

In keyword strategy, relevance > volume. Every time.

Local Backlinks: Why Global Brands Can’t Ignore Local Trust Signals

Let’s say you’re entering a new market — maybe Germany, Japan, or the UAE.

You’ve localized your website, translated the content, even did the keyword research.
But your rankings? Still flat. Still invisible.

Here’s the thing no one tells you upfront:
SEO in a new country isn’t just about being findable — it’s about being trusted locally.

And one of the strongest trust signals? Local backlinks.

Why Local Backlinks Really Matter

When you enter a new market, Google doesn’t instantly recognize you as “relevant.”

You’re the new brand in town. You haven’t earned your spot yet.

And in the world of SEO, one way to earn that spot is by having other credible, local websites link to you.

Because when trusted German news sites, Australian blogs, or French directories link to your site — Google pays attention.

It’s like the internet’s version of a local vouch:

“Hey, this brand belongs here.”

And that kind of endorsement?

It can be the difference between ranking on page 7… or page 1.

So, How Do You Get Local Backlinks (Without Being Annoying or Spammy)?

This isn’t about buying links or sending desperate emails.
It’s about showing up in the market — in ways that are real, valuable, and relevant.

Here’s how we do it for our clients at Digital Deep Tech:

1. Collaborate With Local Media

Got something newsworthy? A local launch, a new partnership, something community-driven?
Pitch the story to online newspapers or magazines in your target region.
Even one backlink from a respected local outlet can move the needle.

2. Guest Post On Regional Blogs

Find local blogs in your niche — ones your audience already trusts.
Offer to write a helpful piece. Not a sales pitch. A real, valuable blog that solves a problem.

This builds your brand and earns a high-quality local link.

3. Partner With Local Businesses

You don’t need to go it alone.
Partner with complementary businesses for a shared event, a co-written article, or even just a backlink exchange that makes sense.
Think of it like local networking, but online.

4. List Your Business In Country-Specific Directories

Not all directories are spammy.
There are legit, niche-specific listings that help users find relevant services — and search engines notice them too.
Start with quality. Think “recommended by locals,” not “anywhere that accepts a link.”

5. Work With Local Influencers & Community Sites

No, we’re not talking about celebrity influencers.
We mean the bloggers, podcasters, or even forum moderators who have influence in their region.
They know the audience. They already have trust.
And a single backlink or mention from them can carry serious weight — both for visibility and search rankings.

If your SEO strategy doesn’t include local backlinks, you’re trying to win trust in a new market with zero social proof. That’s like opening a shop in a new country… and expecting foot traffic without ever being mentioned in the local press, blogs, or listings.

It doesn’t work. Local backlinks tell search engines: “This brand is relevant here.”

At Digital Deep Tech, we treat backlinks as more than SEO signals — they’re digital handshakes. And if you want to grow globally, you need local hands reaching back.

Partnering With Local and Global Brands: Not Just for Rankings, But for Real Visibility

Let’s be real for a second. Growing in a new market isn’t just about search rankings or keywords. It’s about showing up where your potential customers already are — and getting introduced by someone they already trust.

That’s where brand collaborations come in. We’re not talking about influencer hype or expensive campaigns. We’re talking about smart, intentional partnerships — ones that give your brand local visibility and SEO lift, without burning your budget.

So, How Do These Collaborations Actually Work?

I’ve run quite a few of these campaigns in past roles — long before I joined MEDIAFIX. And while they don’t always lead to a surge in direct sales, they’re a quiet powerhouse when it comes to:

Building brand awareness
Earning quality backlinks
Getting people to remember your name in a new market

Here’s the basic idea behind most of these co-marketing partnerships:

You offer something useful — maybe a small discount or a free trial
Your partner features it — on their blog, social feed, or newsletter
They benefit, because they’re giving their audience added value
You benefit, by getting new eyeballs, traffic, and — over time — improved rankings

It’s a win-win that builds trust on both sides.

“But Will It Move the Sales Needle?”

Honestly? Not always right away.
These collaborations aren’t designed to flood your inbox with orders overnight.

But here’s what they do incredibly well:

Boost your brand visibility in a market that’s never heard of you
Help search engines connect your name to credible local sources
Support your long-term international SEO efforts

And the best part? The lift on your end is pretty minimal.

In most cases, you just need to provide:

A discount code
A few product images or brand visuals
Maybe your logo

Sometimes, the partner even handles the design and outreach — you just show up with the value.

Ready to Make Your SEO Strategy Work Globally?

Let’s uncover the right keywords for your international audience — no guesswork, just results.

Wrapping It All Up

Let’s take a step back.

Over this guide, we’ve explored why international SEO isn’t a copy-paste job.
We talked about:

How keyword intent shifts across markets
Why local backlinks matter more than you think
And how even small partnerships can quietly support both visibility and rankings

Because success in a new market isn’t just about being seen.
It’s about being seen by the right people, in the right places, with the right context.

That’s how global brands grow — not by shouting louder, but by speaking more clearly, more locally, and with real relevance.

If that’s the path you’re aiming for, we’d love to help guide you.

FAQs

Why does our SEO stop working the moment we enter a new country?

Because what worked in your home market was built for that market.
Search intent doesn’t travel well. Neither does language, culture, or how people use Google.

Let’s say you’re ranking well in the UK. Then you expand to Germany… and suddenly nothing’s showing up. It’s not your fault — it’s just that Germans aren’t searching the same way Brits do. Their phrasing, priorities, and even the platforms they use can be different.

Global SEO isn’t broken — it’s just not localized yet.

Can we just translate our current keywords into different languages?

You can, but here’s the problem: translation and localization aren’t the same.

Translating “wedding photographer” into French might give you the right words — but not necessarily what French couples actually search. They might be using different phrasing altogether.

If your keywords don’t match how locals naturally search, you’re invisible. It’s that simple.

What exactly is international keyword research?

It’s like putting on a new pair of glasses for each market.

You’re learning how real people in a specific country search — what words they use, what questions they ask, and what they expect to see in the results.

That includes looking at local competitors, analyzing search engine result pages (SERPs), and spotting trends that tools alone can’t tell you. It’s strategy mixed with curiosity — and a bit of cultural listening too.

Is there a best tool to use for international keyword research?

There’s no one-size-fits-all tool, honestly.

We use a mix — Google Keyword Planner, Ahrefs, SEMrush, sometimes Ubersuggest — but none of them replace human judgment. The best insights often come from simply Googling like a local and paying attention to what comes up.

SEO tools give you data. You still need the context.

Do we need different landing pages for each country or language?

If you’re serious about ranking — yes.

You need to show up like a local. That means not only using the right language but also adjusting the tone, currency, formatting, and even cultural nuances. A one-size-fits-all landing page might save time upfront, but it usually costs you rankings (and trust) down the line.

What do hreflang tags actually do, and do we really need them?

Yes, you need them. Think of hreflang tags like traffic signs for search engines.

They tell Google, “Hey, this version is for Spanish speakers in Mexico, not Spain.” Without them, your pages might show up in the wrong country, or not at all. And that’s a problem you won’t always notice — until it’s already hurting you.

Will this help improve our SEO in our current market too?

Surprisingly, yes.

When you dive deep into international keyword research, you often discover overlooked opportunities in your own backyard — niche terms, long-tail keywords, or even new ways your customers are searching that you hadn’t considered before.

Going global sharpens your local game.

How long does it take to see results from international keyword efforts?

No sugarcoating here: it takes time.

Most brands start seeing traction after a few months — usually 3 to 6 — but it depends on your niche, competition, and how consistently you apply the strategy.

The key is to stop thinking of it as a quick win. Think of it as building roots in new soil. If you’re in it for the long game, this is how real global growth starts.

Author Bio: Deepak Sharma is an SEO strategist, digital marketing expert, and founder of Digital Deep Tech. With over a decade of hands-on experience, he helps brands break through digital noise and build search strategies that actually convert — especially across international markets.