International Keyword Research:

A Step-by-Step Guide for B2B Teams

International SEO starts with clarity. You can have the best hreflang setup and perfect content localisation, but if you’re targeting the wrong search terms in each country, you’ll struggle to gain traction.

In this guide, we’ll walk you through a proven workflow for international keyword research, built for B2B scale-ups entering new markets.

Why international keyword research isn’t just translation

Let’s get this out of the way: translating your English keywords into other languages is not keyword research. It’s a shortcut that leads to irrelevance, low search volume, and confusion.

Search behaviour is cultural. Even when people speak the same language, they search differently. A UK logistics manager might search for "freight forwarding software," while a German counterpart types in "Transportmanagement-System."

That’s why you need to research each market individually, with a combination of local context and search data.

Step 1: Prioritise your markets

Start by listing the countries you plan to expand into. Ideally, choose 3–5 markets to focus on initially. Trying to tackle 12 at once will water down your efforts and slow you down.

Within each market, identify:

  • The primary language used for search (this may differ from the national language)

  • Whether B2B buyers expect local-language or English content

  • The level of existing competition and maturity in the sector

If you’re not sure, a quick look at local SERPs (search engine results pages) will tell you a lot. Just search in incognito mode using a VPN or country-specific Google domain (e.g. google.de or google.nl).

Step 2: Build your English keyword seed list

Before you go local, start with a clean list of your core terms in English. These should cover:

  • Product/service names

  • Problems your product solves

  • Buyer intent phrases (e.g. "compare vendor onboarding tools")

  • Industry-specific modifiers

Structure them into short themes. For example:

Theme: Procurement Automation

  • procurement software

  • automate purchasing

  • B2B procurement tools

You’ll localise and adapt these themes for each market.

Step 3: Add local modifiers and variations

Each country has its own language quirks. Even in English-speaking regions, the terminology can change dramatically.

Examples:

  • "HR software" in the US might be "HR systems" in the UK

  • "Shipping platform" could be "freight solution" in Australia

  • In the Netherlands, many B2B buyers search in English but prefer Dutch UX

You can uncover these modifiers by:

  • Analysing competitor meta titles and H1s in each market

  • Reviewing customer interviews or chat logs

  • Checking local forums or LinkedIn groups for common phrases

Step 4: Translate, but validate

Now take your seed terms and localise them with a native speaker or trusted translation partner. The key here is validation – don’t just accept translations. Test them.

Enter them into keyword tools set to the local country and language. Check:

  • Monthly search volume

  • SERP intent (are the results commercial, informational, or mixed?)

  • Term variants (Google’s suggestions, People Also Ask, related searches)

A term may sound good linguistically but have zero search volume or totally mismatched intent.

Example: Your translator gives you "software de adquisiciones" for Spain. But it turns out local searchers type "software de compras" far more often.

Step 5: Run local SERP checks

At this point, you should have 15–40 validated keywords per market. But before you finalise them, see what Google is actually ranking.

Use tools like Ahrefs, SEMrush, or just VPN plus incognito mode to:

  • Look at the top 10 results for each keyword

  • Identify the type of content that ranks (product pages, comparison articles, PDF guides, etc.)

  • Check if local or global competitors are dominating

This tells you what kind of content you need to create, and whether you need local links or brand presence to compete.

Step 6: Finalise your keyword list by market

Now you can structure your keyword list per country. Each market should have:

  • Primary keywords (3–5): Your top focus terms, with clear intent

  • Secondary keywords (10–15): Supporting terms, long-tails, or topic variations

  • Exclusions: Terms with low intent or confusing SERPs to avoid

Tag each keyword with:

  • Language and market

  • Intent (informational, commercial, navigational)

  • Suggested landing page or content type

Put this all into a spreadsheet or your SEO platform of choice. You’ll use it to brief content, structure pages, and track performance.

Common pitfalls to avoid

Don’t assume your home-market keyword logic applies elsewhere. Your best-performing UK keyword might be a dud in Germany.

Don’t rely on tools alone. Keyword tools are directionally useful, but they won’t give you cultural nuance. Native review is essential.

Don’t localise content before localising keywords. Otherwise you’re creating pages no one will find.

Don’t skip the SERP analysis. Ranking isn’t just about keywords – it’s about matching content format and quality to what local buyers expect.

Wrapping up

International keyword research takes time, but it’s the cornerstone of global SEO success. Done well, it gives you clarity, confidence, and the ability to scale content across markets without guesswork.

It also makes briefing writers, localising content, and reporting on ROI much easier. Instead of chasing volume, you’re focusing on intent, match quality, and commercial outcomes.