If you’re planning to expand into new markets, simply translating your content isn’t enough. The way people search in Spain isn’t the same as in Mexico. A keyword that works in English might not even exist in French. But you probably know that and that’s why you’re here, right?
Let’s start with the basics: SEO localization is the process of adapting your keywords, titles, and metadata so they reflect how people actually search in each market — not just how you wrote it in your source language.
Done right, it helps your brand rank and get clicks in every locale. But it’s not just regular translation — a differentiation that many companies get wrong.
What is SEO Localization vs. SEO Translation?
These two terms get mixed up a lot, but they’re not the same:
SEO localization means adapting your content, structure, and signals (titles, headings, URLs, image ALT text, internal links, even schema) to fit a specific market. It’s guided by local keyword demand and what shows up on the SERPs in that region.
SEO translation is translating copy and keywords so they keep their meaning and match how locals actually phrase things. It’s never just word-for-word.
Think of it this way: SEO translation makes your keywords understandable, SEO localization makes them searchable.
Together, they ensure your content aligns with how people actually search in each market, not just how you describe your products in English or your source language.
Tip: Using tools like translation memory also helps keep terminology and keywords consistent across all markets.
How to Do Keyword Research for International SEO
Here’s the step-by-step process to find the right keywords for each market in order to effectively localize SEO for your multilingual website:
1. Pick Your Target Markets
- Decide which countries and languages to focus on first based on your data
- Be specific: Spanish in Spain (es-ES) is different from Spanish in Mexico (es-MX)
2. Build a Seed List
Start with what you already have: keywords from your English site, customer FAQs, internal search logs, and even competitor websites in those markets
3. Expand with Tools
Use Google Keyword Planner, Google Trends, or a third-party SEO tool to see what people are actually searching for in each locale
Pay attention to volume, difficulty, and competition — but always check the live SERP too
4. Check Search Intent
- Look at the top results: are they blog posts, product pages, or something else?
Match your keyword to the right type of page (don’t try to rank a product page for an informational query)
5. Adapt Keywords for the Local Market
- Don’t just translate your English keywords word-for-word
- Use the exact phrases that people in that country type into Google
Add local synonyms, abbreviations, and spelling variations (like “localization” vs. “localisation”)
6. Map Keywords to Pages
- Assign one main keyword per page, plus a few supporting ones
- Avoid cannibalization (two pages fighting for the same keyword)
7. Prioritize by ROI
Start with the keywords that have good volume, are realistic to rank for, and matter most for your business goals
This approach is part of a broader localization strategy that ensures your keywords reflect real user behavior, not just dictionary definitions.
Keyword Research Checklist (Quick Reference)
✅ Checked keyword data for each target market (not just translations)
✅ Reviewed the top search results in that country to confirm intent
✅ Adapted keywords so they sound natural to local users
✅ Assigned one main keyword per page, plus supporting ones
✅ Made sure no two pages are competing for the same keyword
Keyword Localization: How to Translate SEO Keywords the Right Way
Word-for-word translations rarely match how people actually search. Here’s a simple process to get it right:
1. Start with a Draft
Translate your keyword list into the target language to get a base version.
2. Expand It
Use native-language SEO tools and research to find synonyms, slang, and variations.
3. Check the SERP
Type the keyword into Google (with location set to that country) and see what results show up. If the pages don’t match your intent, it’s the wrong keyword.
4. Watch Out for False Friends
Some words look similar across languages but mean completely different things. Double-check with a native speaker.
5. Choose One Main Term per Concept
Pick the best-performing version as your primary keyword, and keep close variants as secondary ones.
6. Get a Native SEO Review
If possible, have a native SEO specialist confirm the final list — not just a translator. This is especially critical for fast-moving industries like SaaS, where translation needs to keep up with continuous product updates.
Also, if you’re using AI translation in your workflow, be aware of its limitations — our comparison of ChatGPT vs. DeepSeek AI shows why human review is still key.
Example: English “car insurance” translates directly to “Versicherung für Autos” in German, but Germans actually search “Kfz-Versicherung”:
Localized On-Page Signals That Make a Difference
Finding the right keywords is only step one. To actually rank (and get clicks), you also need to weave those localized terms into your on-page elements. Here’s where to focus:
Title Tags
Your title is the first thing users and search engines notice. Put the main keyword near the start if it feels natural, keep the length within ~50–60 characters, and follow local style conventions — some markets prefer sentence case, others stick with title case.
Headings (H1–H3)
Use your primary keyword in the H1 when it fits naturally. Use only one H1 per page, and structure the page with H2s and H3s for supporting topics, weaving in secondary keywords to show depth and relevance.
URLs/Slugs
Keep slugs short, lowercase, and hyphen-separated. Localize them into the target language for consistency, and avoid mixing English slugs with localized content.
Images (ALT Text & Filenames)
Rename image files into meaningful words in the local language instead of leaving them as “image_123.jpg.” Add descriptive ALT text that includes localized keywords when it makes sense.
Internal Linking
Anchor text should always be in the target language. Use descriptive, keyword-relevant links to connect related pages and help both users and Google navigate your localized site.
Structured Data & Hreflang
Localize schema fields for products, articles, or FAQs to improve visibility. Implement hreflang tags correctly so Google knows which version of your page belongs to which market.
Quick win: Start with titles and meta descriptions for the biggest impact on click-through rates. Then move on to images, internal links, and structured data to strengthen your localization setup.
Practical 5-Step SEO Localization Plan
Once you’ve got your localized keywords ready, here’s how to put everything into practice without getting lost in the details:
1. Research & Planning
Start by finalizing which markets and locales you’ll target first. Build out your localized keyword sets, classify search intent, and map each keyword to a specific page on your site.
2. Content & Metadata Drafting
Create localized titles, meta descriptions, headings, and page copy that reflect your keyword research and match user intent. Don’t forget supporting elements like image ALT text and anchor text for internal links.
3. Technical Setup
Set up your localized site structure — whether that’s ccTLDs, subfolders, or subdomains. Add hreflang annotations and make sure your structured data fields are translated for each locale.
4. Review & QA
Have a native SEO specialist review the localized content for tone and accuracy. On the technical side, double-check hreflang tags, canonical tags, and schema validation. Also confirm accessibility basics, like proper heading structure and ALT text.
5. Publish & Measure
Once live, set up Google Search Console properties for each locale and submit localized sitemaps. Track impressions, clicks, CTR, and conversions per keyword and page. Based on performance, adjust titles, descriptions, and content to improve results.
Ready to Take Your SEO Localization to the Next Level?
If handling SEO localization in-house feels overwhelming, you don’t have to go it alone. The right partner can help you adapt your keywords, titles, and content for each market — without losing time or consistency.
At Taia, we combine smart translation technology with expert linguists who understand SEO. That means you get localized content that doesn’t just rank — it gets clicks, conversions, and results.
If your focus is SaaS, the best translation tools for SaaS companies can help you support efficient localization and stay ahead as your product evolves.
Want to see how it works? Book a free demo call and start building an SEO localization strategy that actually pays off.
You can also try it yourself with Taia’s AI Translation Tool, which supports 189 languages and makes it easy to localize content instantly.
Frequently Asked Questions
What is SEO localization?
SEO localization is the process of adapting your website’s content, keywords, and technical elements (like titles, meta descriptions, URLs, and structured data) to match how people search in specific markets. It goes beyond translation by considering local search behavior, cultural context, and regional keyword variations.
How do you do international SEO?
International SEO involves targeting multiple countries or languages by creating localized versions of your website. This includes conducting keyword research per market, adapting on-page elements, implementing hreflang tags, setting up proper URL structures, and monitoring performance in each locale’s Google Search Console.
Why is SEO localization important?
SEO localization ensures your content appears in local search results and resonates with target audiences. Direct translations often miss how people actually search in different markets, leading to low rankings and poor engagement. Proper localization improves visibility, click-through rates, and conversions in each market.
What is keyword localization in SEO?
Keyword localization means adapting your keywords to match the exact phrases, synonyms, and search patterns used in each target market. It’s not just translating words — it’s finding the terms locals actually type into search engines, which can be completely different from literal translations.
What is the difference between SEO translation and SEO localization?
SEO translation focuses on accurately translating keywords and content while preserving meaning. SEO localization goes further by adapting all SEO elements (content, structure, technical signals) to fit local search behavior, cultural preferences, and market-specific ranking factors.
How do you build an SEO localization strategy?
Start by selecting target markets and conducting keyword research for each locale. Map keywords to pages, create localized content and metadata, set up proper technical infrastructure (hreflang, URL structure), have native speakers review the content, then publish and track performance metrics in each market.
I’m a small business. Do I need to localize SEO?
If you’re targeting customers in other countries or language markets, yes. Even small businesses benefit from SEO localization because it helps you compete locally rather than globally. Start with one high-priority market, test the approach, and expand based on results.
What are the current trends in SEO localization?
Key trends include AI-assisted translation with human review, voice search optimization for local queries, mobile-first indexing for international users, and increased focus on local intent signals. Many businesses now use translation management systems to maintain consistency across markets.
Can Taia help with SEO localization?
Yes! Taia combines AI translation with professional localization services that understand SEO requirements. Our team can help you adapt keywords, optimize metadata, and ensure your localized content ranks well in each target market.
What is local SEO and how is it different from SEO localization?
Local SEO targets customers in specific geographic areas (like “dentist near me” searches) within the same language/country. SEO localization targets different countries or language markets. Local SEO uses Google Business Profile and local citations; SEO localization uses hreflang tags and market-specific keyword research.
What is website SEO?
Website SEO (Search Engine Optimization) is the practice of improving your site’s visibility in search engine results. It includes keyword optimization, technical improvements, content quality, link building, and user experience enhancements to help your pages rank higher and attract more organic traffic.
Project Manager & Content Writer
Eva is a project manager and occasional content writer who has honed her skills in marketing localization since 2019. Like most millennials, she's a Potterhead. She loves traveling and collecting bookmarks, used books, and vinyl.
