The Role of Keyword Research in Website Translation

Scaling your website to new languages seems easy enough: just take your current Web Content Translation, translate word for word, and go. But if you need actual results—traffic, leads, and sales in new regions—it's not quite as straightforward.

That's where keyword research comes in.

Most companies inadvertently neglect SEO when getting their sites translated. They believe "translation" equates to translating words from one language into another. But effective website translation is about translating meaning and intent, so that your copy can connect with local consumers and appear in their search results.

At the center of that objective? Keyword research. Let's take a closer look at why it's important.

Keywords Aren't the Same in Every Language
If you translate "best running shoes" into Spanish, you could end up with "mejores zapatos para correr." Sounds right, doesn't it? What Spanish speakers search for might be "mejores zapatillas de running" or "zapatillas deportivas."

A literal translation can overlook the words that actual users input into Google. That is to say, even a beautifully translated copy may never be viewed.

Good keyword research identifies local search terms with real volume and commercial intent. It aligns your content with how people truly search in their language and culture.

Example: Let’s say you’re selling “flip-flops.”

• In the US, “flip-flops” are standard.

• In the UK, it’s often “thongs” or “sliders.”

• In Australia, “thongs” is the everyday term (which would really confuse American readers).

Without keyword research, you'll miss these subtleties—and miss the chance to reach buyers.
Translators and SEO Experts
Professional translators are masterful at accuracy, tone, and context. But they aren't typically trained to think like marketers or SEOs.

That's why transcreation (creative translation and cultural adaptation) sometimes teams up translators with SEO experts. The translator ensures cultural and linguistic fit, and the SEO specialist ensures search engine visibility.

They work together to select the appropriate keywords—not the literal translation.

The Process: How Keyword Research Makes Website Translation Work
Here's how keyword research becomes part of successful website translation:

• Audit Your Current Content

• What are your current target keywords?

• Which pages attract the most traffic or conversions?

Study Local Search Behavior

• Utilize tools such as Google Keyword Planner, Ahrefs, SEMrush, or local search engines.

• Find high-volume, low-competition keywords in the target language.

• Examine competitor sites within the local market.

• Translate Keywords, Don't Copy Them

• Discover equivalent or better-performing local keywords.

• Take note of synonyms and variations used locally.

Develop SEO-Optimized Translations

• Natively insert local keywords into headings, body copy, meta descriptions, and alt tags.

• Avoid keyword stuffing—write for humans first.

• Test and Refine

• Track rankings and traffic.

• Tweak content according to performance.

The SEO Payoff
Conducting keyword research as part of website translation isn't merely about ranking—it's about relevance. By matching your content to local search intent, you:

✅ Appear in results when potential customers search.
✅ Establish trust by employing familiar, local language.
✅ Boost your conversion rates because your content "speaks their language"—literally and culturally.

Example: E-Commerce Brand
Imagine that an American skincare brand is launching in France. If they simply translate "anti-aging cream" as "crème anti-âge," it might work. But French consumers actually look for more "crème anti-rides" (wrinkle cream).

Without keyword research, their nicely translated page would rank for a less searched-for term—missing actual buyers.

Beyond Keywords: Other SEO Factors to Keep in Mind
Keyword research is crucial, but it's just part of international SEO. When translating your site, also consider:

Hreflang tags: Inform Google which language variation to display.

Local backlinks: Establish authority in the target market.

Localized content: Adjust images, measurements, currencies, and cultural references.

Technical SEO: Maintain site speed and mobile usability for worldwide users.

Collectively, these factors cause your translated site to perform equally well as your original.

Conclusion
Website translation is not merely about text — it's about visibility and conversion.

Skipping keyword research risks your investment in foreign markets. By knowing how people search their terms—and optimizing it—you'll make your content not only findable but interesting. In an international market, that's not only wise. It's crucial.

Next time you sit down to translate your site, don't say, "Who can do this translation?" Say, "Who can get this done in another language?" That is the strength of keyword research on website translation.