Casting a wider net: Multilingual and multi-regional keyword research





Blog Date

May 27, 2024


UK, Manchester

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Casting a wider net: Multilingual and multi-regional keyword research

Navigating the Diverse Realms of Global and Local SEO

As an international SEO consultant, I’ve had the privilege of working with businesses of all shapes and sizes, from scrappy startups to renowned global brands. And let me tell you, the world of search engine optimization is a lot like performing brain surgery – it may seem intimidatingly complex at first, but with the right principles and tools, it’s actually quite manageable.

You see, the core tenets of SEO, like keyword research, technical optimization, and content creation, are universal. Whether you’re trying to rank for “plumber in London” or “best sushi in Tokyo,” the fundamentals remain the same. It’s akin to the human brain’s basic anatomy – the principles apply whether you’re in Timbuktu or Toronto.

But just like a neurosurgeon needs specialized tools and techniques to navigate the intricate pathways of the brain, an international SEO consultant requires a unique arsenal to tackle the diverse landscapes of global and local search. And trust me, I’ve got the scalpels and forceps to make it happen.

The Local vs. Global SEO Balancing Act

Now, when it comes to SEO, businesses can find themselves on one of two vastly different paths: the winding road of local SEO or the vast expanse of international SEO. And the choice they make can have a profound impact on their online visibility and success.

Local SEO is all about honing in on a specific geographical area, like a city or region. It’s the equivalent of a chef preparing a meal for a small gathering – the focus is laser-sharp, and the ingredients are carefully selected to cater to the tastes of the local clientele.

On the other hand, international SEO is more akin to a banquet manager orchestrating a feast for guests from all over the world. The scope is broader, the flavors are more diverse, and the challenges are more complex. Instead of catering to a single community, these SEO consultants must navigate the nuances of different languages, cultures, and search engine preferences across multiple countries.

As highlighted in a recent article, the key differences between local and international SEO boil down to target audience, language, and keyword research.

Mastering the Multilingual Maze

One of the primary distinguishing factors between local and international SEO is the role of language. When a business sets its sights on a global market, the SEO consultant’s toolkit must expand to accommodate multiple languages.

Imagine a global e-commerce platform catering to customers in Spain, France, and Germany. The SEO strategy for this business would need to involve meticulous keyword research across those different markets, ensuring that the website’s content is optimized for the search terms used by each unique audience.

In contrast, a local business, such as a bakery in Seattle, can focus its SEO efforts on more regionally specific keywords, like “best bakery in Seattle” or “24-hour pastries near me.” The language considerations are more streamlined, allowing the SEO consultant to hone in on the unique preferences of the local community.

Navigating the Intricate World of Hreflang Tags

As an international SEO consultant, one of the most critical tools in my arsenal is the humble hreflang tag. These unassuming little snippets of code act as a roadmap for search engines, guiding them through the multilingual labyrinth of a website.

Imagine you have a website that offers content in multiple languages – say, English, Spanish, and French. Without hreflang tags, search engines like Google would be left scratching their heads, unsure of which version of the page to serve to which user. But with hreflang tags in place, the search engines can easily identify the appropriate content for each visitor, based on their location and language preferences.

It’s a bit like having a GPS system for your website – it ensures that your global audience ends up at the right destination, every time. And trust me, as an international SEO consultant, I’ve seen the transformative power of these little tags. They can be the difference between a user clicking away in frustration and finding exactly what they’re looking for.

As highlighted by another expert, the proper implementation of hreflang tags is a crucial component of any successful international SEO strategy. It’s the kind of meticulous attention to detail that separates the average SEO consultant from the truly exceptional ones.

Crossing Borders, Conquering the Globe

Now, you might be wondering, “Okay, this international SEO stuff sounds great, but how long does it really take to see results?” Well, my friends, the timeline for international SEO success is a bit like planning a around-the-world trip – it’s a journey, not a sprint.

Depending on the current state of the website, the competitiveness of the target markets, and the effectiveness of the implemented strategies, it can take anywhere from a few months to a full year to start seeing significant improvements in visibility and traffic. But trust me, it’s worth the wait.

As highlighted in the Hillsboro School District’s guidelines on identification practices, a “preponderance of evidence” is key when it comes to determining the success of an SEO strategy. And that’s exactly what an international SEO consultant like myself brings to the table – a relentless pursuit of data, insights, and strategic refinement to ensure that your global domination plan is a resounding success.

Expanding Your Reach with MCR SEO

Whether you’re a small business looking to dip your toes into the international waters or a large corporation aiming to conquer the global stage, I’m here to help. As an international SEO consultant with over eight years of experience, I’ve honed my skills in everything from improving search engine algorithms to leading award-winning campaigns for big-name brands.

My expertise spans across various sectors, from content marketing to social media optimization and online reputation management. I’ve worked with businesses of all sizes, from startups to established brands like New Balance, Reece Group, Mecca, Petstock, Nature’s Way, and HelloFresh. And I’m ready to put that wealth of experience to work for you.

So, are you ready to cast a wider net and take your business global? Let’s talk about how my tailored international SEO strategies can boost your conversions, organic traffic, sales, and ultimately, your ROI. Together, we’ll navigate the diverse realms of multilingual and multi-regional keyword research, ensuring that your website dominates the search engine results pages, no matter where in the world your customers may be.

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