Keyword study: The key to a winning international SEO strategy
When global multi-brand groups such as Coty or L'Oréal are looking to boost their international online visibility, the first step is essential: a keyword study. In a global context, where each market has its own linguistic and cultural specificities, an in-depth keyword analysis has become the cornerstone of a successful international SEO strategy. By combining a Master Keywords Study (MKS) and a Local Keywords Study (LKS), companies can identify both the global terms and the most-searched local variations for each market. This enables them to build a robust semantic strategy that optimizes their positioning on Google, in several countries, or on other search engines such as Yahoo for Japan or Naver for South Korea, for example.
What is a keyword study?
A keyword study involves analyzing the search terms used by internet users when looking for information online. For an international SEO strategy, this goes beyond a simple list of generic keywords. An effective study combines both a Master Keywords Study (MKS), which identifies the key global terms, and a Local Keywords Study (LKS), which identifies the variants specific to each local market.
An MKS identifies the most relevant universal keywords for the brand, ensuring semantic consistency on a global scale. An LKS, meanwhile, takes the linguistic variations and cultural nuances of each region into account, optimizing the probability of being well positioned on local search engines such as Google, Baidu in China or Yandex in Russia. This layered approach enables companies to attract an international audience while respecting the specific trends in each market.
Stages of keyword analysis
For a successful international SEO strategy, keyword analysis must follow specific steps to ensure a balance between global consistency and local relevance:
1. Keyword search carried out in the language of the main market (MKS): This first step involves identifying the most searched global keywords that are relevant to the company's products or services. Tools such as Google Keyword Planner, SEMrush and Ubersuggest provide suggestions for keywords with high search volumes on a global scale. This search forms the basis of the Master Keywords Study, which shapes the overall SEO strategy.
2. Search for local keywords (LKS): Once the global keywords have been defined, adapting these terms to each local market via a Local Keywords Study is crucial. For example, a keyword like ‘shopping online’ (online shopping) might be popular in France, while more specific terms like ‘acheter en ligne’ (buy online) might work better in French-speaking Switzerland. Local analysis allows keywords to be filtered to check their relevance and search volume in each region.
3. Filter and select keywords: Once the global and local data has been collected, it’s very important to filter the keywords so that only those with a good balance between relevance, search volume and competitive feasibility are kept. The combination of an MKS and an LKS ensures optimal coverage for each market, while maintaining a consistent brand message on an international scale.
By following these steps, businesses can structure their content around keywords that attract both global and local audiences, while boosting their search engine performance.
How a keyword study improves international search engine visibility
A well-designed keyword study, combining an MKS and an LKS, can significantly increase visibility on international search engines. By identifying the most relevant global and local terms, companies can tailor their content to each market, optimizing their positioning both on global search engines such as Google and on local platforms such as Baidu or Yandex.
To improve international visibility, it’s essential to:
- Optimize content for global and local keywords: Each page needs to integrate the keywords identified via the MKS in the title tags, meta-descriptions and content, while including the local variants found in the LKS. This guarantees optimum coverage in every market.
- Keep up with local search trends: User behavior is always evolving, as are the terms they use to search for products or services. It’s therefore important to regularly re-evaluate the relevance of global and local keywords and to adjust strategies according to latest search trends in each country.
- Adapt SEO content to local markets: Localization is not just about language, but also cultural references, currency format and even consumer habits. For example, in some countries users prefer longer, more detailed product descriptions, while in others, more concise content will be more effective.
An international SEO strategy based on a sound keyword study allows you to maximize visibility on Google, while still ensuring that content is aligned with the expectations and behavior of local users.
A well-designed keyword study, combining a Master Keywords Study (MKS) and a Local Keywords Study (LKS), is essential for any successful international SEO strategy. This approach not only ensures consistent global visibility, but also allows you to adapt your content to local expectations, thus optimizing your positioning on Google and other international search engines. By integrating these keywords into a solid SEO strategy, you increase your chances of attracting high-quality traffic from all over the world.
At Datawords, we're experts in keyword analysis on a global scale. Contact us to find out how we can help you maximize your global visibility while responding to local specificities with a perfectly tailored SEO strategy.
