The UK's leading international digital marketing agency, Oban Multilingual Search, shows you how to turn your keyword research global. A must see presentation for those who are looking to improve their knowledge in multilingual seo.

1. HOW TO TURN A
KEYWORD GLOBAL
June 2014

2. Proud to be working with
2
Clients trust us to deliver better digital campaigns globally. We work wherever business
needs to be. Go online to read more of our success stories to discover how we use local
insights to get results in-market. These are just some of the brilliant brands and businesses
we work with.

3. WHY PERFORM A GLOBAL KEYWORD RESEARCH FOR
SEO PURPOSES?

4. Why perform global keyword research
for SEO purposes?
4
o To understand what keywords are less competitive in-market
but have a higher search volume
o To create an understanding of all the idiosyncrasies of your
target audience, language use and culture
o To inform your strategy for adapting site optimisations
Good keyword research reveals search habits on SERPs!

5. The right keywords, the right audience
5
Identify your landing pages
Identify your target audience
Research your online competitors
Establish a rough list of keywords in your own native
language first

6. Language localisation, not translation
6
Language and culture is habitual
It’s a behaviour
“A language is a imagined community” (Benedict Anderson)
Only native speakers immerged in their native culture can
point out accurate keywords and behavioural, linguistic habits

7. Target local search engines
7
Google is not always the most popular local search
engine worldwide.
Different countries have different preferences.
Russia favours local search engine Yandex. It also has its own
Keyword research tool ‘Wordstat’. It helps you create your own
bespoke keyword strategy.
China’s most popular search engine is Baidu, which has more
than 60% of market share
Chinese's language is spoken by 509 million of internet users
compared to 536 million English speakers
Naver is the most widely used search engine in South Korea.

8. 3 main challenges
for global keyword research
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1) The challenge of multilingual countries
- Many countries have several official languages spoken simultaneously
such as Switzerland and Belgium
- Some former colonies of European countries are still speaking French,
Spanish, Portuguese, English etc. even when it’s not an official language
2) The challenge of one language spoken in many countries
- When the same language is spoken in different countries, it naturally
adapts to a culture
3) The challenge of hybrid use of languages
- Globalisation and IT have led to more hybrid use of language and
sometimes almost newly constructed languages are formed

9. 1) The challenge of multilingual countries
9
One market does not always equal one language
For instance, Switzerland has four official languages which
means a Swiss keyword strategy could encompass four
keyword research strategies
In Indonesia, 700 languages are spoken
Moreover, Indonesian keyword research would have to take
dialects into account as this influences search intent

10. 10
Egypt has different search terms for the same meaning due to dialects
Phrase Translation Country Volume
‫اﻟﻌﺎﺟﻠﻪ‬ ‫اﻻﺧﺒﺎر‬ Breaking news Egypt 18,100
‫ﻋﺎﺟﻠﻪ‬ ‫اﺧﺒﺎر‬ Breaking news Egypt 14,800
‫اﻟﻌﺎﺟﻠﺔ‬ ‫اﻷﺧﺒﺎر‬ Breaking news Egypt 2,400
‫ﻋﺎﺟﻠﺔ‬ ‫اﺧﺒﺎر‬ Breaking news Egypt 1,600
1) The challenge of the multilingual countries

11. 2) The challenge of one language spoken
in many countries
11
The use of Spanish language depends on the culture
of the country
Keyword research created in Spanish for Spain wouldn't give
the same results if executed in Argentina
Arabic has many dialects, worldwide
Arabic keyword research must be regularly checked by a
native speaker of the given target market

12. 12
The terms “tragamonedas online” and ”tragaperras online” are Spanish for “slot
machines”. The ways Spanish-speaking countries interchange these terms vary greatly.
Country English meaning Keyword
Avg. monthly
searches
Argentina
Online slots
machines
Tragaperras online 170
Argentina
Online slots
machines
Tragamonedas online 2900
Spain
Online slots
machines
Tragaperras online 320
Spain
Online slots
machines
Tragamonedas online 90
2) The challenge of one language spoken
in many countries

13. 3) The challenge of hybrid use of languages
13
Globalisation gave birth to the use of “local English” words in
many languages
Some popular terms are widely used in English on the
web including “low cost”, “discount” and “web”, as well
as, “Swenglish”, “Frenglish” and “Arabizi”
Some industries have introduced mixed-language worldwide
IT technologies: keyword research often needs to be
done in English, in the local language and using hybrid
words of the target country
Intercultural online chat has largely influenced
language use and terminology

14. 14
Globalisation has influenced the use of “local English” words globally.
For instance, one of the most popular Italian search terms for ‘cheap flights’
is in fact ‘voli low cost’, which mixes Italian and English.
Phrase Translation Country Volume
Cheap flights 4,400 Italy English
Cheap flight 880 Italy English
Voli low cost 246,000 Italy Italian/English
Voli economici 33,100 Italy Italian
Offerte voli 22,200 Italy Italian
Compagnie low
cost
14,800 Italy Italian
3) The challenge of hybrid uses of languages

15. How does Oban defeat the challenges
of global keyword research?
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1) The challenge of multilingual countries
Only a native speaker fully understands the official and unofficial use
of different languages in a target market
2) The challenge of one language spoken in many countries
At Oban, we check and perform global keyword research using in-
market experts
3) The challenge of hybrid use of languages
Only local people still immersed in their native culture can really,
truly dig out the exquisite jewels of keyword research

16. Website: www.obanmultilingual.com Telephone: +44 (0) 1273 704 434
Email: info@obanmultilingual.com Twitter: @ObanSearch