If a business product or service matches the need of the global audience, then it has the potential to target online a worldwide audience and global SEO should be considered. It will open opportunities on an international scale and widen business. The first step of every SEO work and content strategy is to define the correct keywords. Keyword Research for Global SEO In Global SEO the corner stone and foundation of all work is an in-deep keyword research. Reaching out to international audience will only be effectively when doing a proper keyword research from scratch! And like in every keyword research, the first step is to define correctly who is the target audience while considering various variables which will affect the way the target audience search online.

1. Keyword Research in Global SEO or
Targeting International Audience
Aline Elbaz

2. Global SEO definition
Global SEO: Targeting international
markets on worldwide search engines and
expand business’s Web presence
If your products, services and business are
targeting a worldwide audience, then you
should consider doing global SEO. It will open
opportunities on an international scale.

3. How to start global SEO
How do we reach international audience effectively?
The first step of every SEO work and content strategy is
to define the correct keywords. Also in Global SEO
the corner stone and foundation of all work is a in-deep
keyword research.
Wrong: Let’s translate our existing priority keywords
and written content into different languages.
Conclusion: A new keyword research needs to be done
from scratch
!!! Translating keywords only might weaken our
previous SEO work as we properly target the
wrong keywords !!!

4. Conclusion how to start Global SEO
Reach international audience effectively by doing a
keyword research from scratch!
This can be only done by defining our target audience.
A business tactics and decisions should be concluded
and adapt from the above research and analysis (content,
homepage, navigation menu, etc)

5. International Keyword Research
Mayor aspects to consider when doing a keyword
research to understand who is the target audience:
A. Language
B. Country
C. Culture
D. Political/Social/Economic

6. Understand your Target Audience
A. Language B. Country C. Culture D. Political/Social/Economic
Example: Netherlands - How to translate Sales Jobs
Example: US - Sophisticated or online language
Plastic sheds:40500 Resin sheds: 5400
Plastic garden sheds:12100 Resin storage sheds: 1600
Plastic storage sheds: 6600 Resin garden sheds:720
Plastic outdoor sheds:1000 Resin outdoor sheds:390
verkoop banen: 20
sales jobs: 50
sales banen: 50
verkoop vacatures: 140
sales vacatures: 1600
“Speak their Language” How do you translate correctly a keyword? Which
language style is the most used one online? How does educated language perform online compared
to street language?

7. Understand your Target Audience
A. Language B. Country C.Culture D. Political/Social/Economic
Example: Luxembourg - Search by city is not relevant
as the whole country is concentrated around one main city.
Similar case in Denmark
Example: UK - Understand the difference between
England, UK and Great Britain! And know to differ great
London and London city!
The United Kingdom is a country that includes England,
Scotland, Wales, and Northern Ireland. Its official name is
“United Kingdom of Great Britain and Northern Ireland.”
England, Wales, Scotland, and Northern Ireland are often
mistaken as names of countries, but they are only a part of the
United Kingdom.
“Know where they are located” Make sure to understand where your
audience is located geographically: small/big country, where most of the population lives, what are the
weather conditions, do you have states or districts within the country. Finally, determine which product
is the most relevant to your target audience within a specific country.

8. Understand your Target Audience
A. Language B. Country C. Culture D. Political/Social/Economic
Example:
Russia - When buying colored diamonds online, the Russian audience will mostly
look for the more precious, rare and expansive colored diamonds compared to
other countries which searches for the best “deal”.
Italy - Importance of social interactions and social life results in a very specific job
search pattern compared to other countries. Italians will mostly like first look for a
job in their own city before searching within their professional for a specific
position.
“Who are they” Make sure to understand culture, mentality, costume, norms,
etiquettes and habits of your target audience in every way!

9. Understand your Target Audience
A. Language B. Country C. Culture D. Political/Social/Economic
Example: Belgium’s official languages are Flemish and French, in
some area German is also quite common - but because Brussel is the
capital of Europe English became critical online.
Example: UK – Every summer students in UK are absolving
Internships as part od their high studies. Internships present a great
opportunity for UK, in Germany and France meanwhile internships are
less popular, but apprenticeships are more common.
rent a car 6600
auto huren 5400
louer une voiture 1000
huur een auto 40
ein auto mieten 10
“Know all the details and be up to date” Many other variables can
influence online search behavior such: current event within a country, laws, political differences,
restrictions within a country, taxes, etc.

10. Keyword Research steps
1. Brainstorm
1. What are my main products / services (shoes, shoe store)
2. What defines my product – generic adjectives (soccer ,cheap , online)
3. Is my product targeting a specific audience/location/event (for boys, in
London, on sale)
2. Build a template with different kw groups (main/generic/accompanying kw)
and combine all groups creating long tail keywords samples
3. Collect kw ideas through additional app/tools/sites (examples following)
4. VERIFY RELEVANCE. Enter your keywords in Google (make sure you are in
the right Google ) and check every single result of first result page!
6. Check what the competition is doing!!!
7. Make sure we are targeting the correct keywords and we are not missing
out opportunities.
Steps of a keyword research:
http://keywordpro.net/

11. “It was revealed that bots were the
reason for the removal of detailed
keyword data, presumably from the
many third party keyword tools.”
2016 Adwords Keyword Planner Update

12. June 2016 - Close Variant keyword Update
2016 Adwords Keyword Planner Update

13. 2016 Adwords Keyword Planner Update
September 2016 - Limited Data View for advertised with lower monthly spend

14. 2016 Adwords Keyword Planner Update
September 2016 - Limited Data View for advertised with lower monthly spend
0, 1-100, 100-1K, 1K-10K, 10K-100K, 100K-1M, 1M+

15. Adwords Keyword Planner Alternatives
Free keyword (suggestion) tools
Google Trends – https://www.google.com/trends/
Google Autosuggestion in search box
RankTank (Excel) - https://www.ranktank.org/
Tiny Suggest - https://www.tinysuggest.com/
Keyword pro - http://keywordpro.net/
KWfinder - https://kwfinder.com
RankBrain* - https://rankbrain.me/
Wordtracker* – https://freekeywords.wordtracker.com
Ubersuggest* – http://ubersuggest.org/
SEO Book* – http://tools.seobook.com/keyword-list/generator.php
WordStream* – http://www.wordstream.com/keywords/
Keywordtool-io* – http://keywordtool.io/
Free keyword tool
InstaKeywords – http://www.instakeywords.com/
Paid keyword tool
SEMRush – http://www.semrush.com/
MOZ – http://moz.com/tools/keyword-difficulty
Raven Tools – https://raventools.com/seo-tools/
KeywordSpy – http://www.keywordspy.com/

16. Questions?

17. Thank you!