Technical SEO
International Keyword Research: Don’t Just Translate Keywords
People in different markets search differently, even in the same language.
A keyword that works in the US may not be the term people use in the UK, Canada or Australia, and a literal translation often isn’t what people search in Germany or the Netherlands.
Google’s Keyword Planner can show estimates by location and language, and your own Search Console data can be filtered by country.
Short answer: For international keyword research: start from the need, not the translated keyword; list local terms with a fluent speaker; check estimates in Keyword Planner set to the target location and language; search the terms from the market to see local results; filter Search Console by country to see existing demand; and map keywords to the localized version of each page.
Key Takeaways
- Research each market separately.
- Same language doesn’t mean same terms.
- Keyword Planner volumes are estimates, by location and language.
- Check local results pages.
- Use Search Console’s Countries filter.
Process
- Write down the customer need in plain words.
- Ask a fluent, local speaker how people would search for it.
- Check Keyword Planner with the target location and language set.
- Search the main terms from that market (use local settings) and note what ranks.
- In Search Console, filter Performance by country to see existing queries.
- Map terms to the localized page (keyword mapping).
English-language market differences
| Need | US | UK | Australia |
|---|---|---|---|
| Trash removal | junk removal | rubbish removal | rubbish removal |
| Moving company | movers | removals | removalists |
| Postal code | zip code | postcode | postcode |
Check terms for your own industry; these examples show why direct reuse can miss demand.
Market-by-market keyword research is part of our international SEO service.
Frequently asked questions
Can I translate my English keyword list?
Use it as a starting point only. Local speakers and local results show what people actually search.
Are keyword volumes reliable for small countries?
Volumes are estimates everywhere and less reliable for niche, low-volume terms.
Do I need separate pages for each English-speaking country?
Only if you offer something meaningfully different (prices, delivery, terms). Otherwise one page can serve several.
Expanding into other countries?
We plan language and country targeting, implement hreflang correctly and avoid duplicate-content problems across markets.
Sources
- Google Ads Help: Use Keyword Planner
- Google Search Central: Managing multi-regional and multilingual sites
- Search Console Help: Performance report (Search results)
Last reviewed October 14, 2026.
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