Why Keyword Research and Localization Matter for Ecommerce Brands
Struggling to get your products noticed online? Using the right keywords through effective SEO localization is crucial for ensuring that your target customers find your products, boosting visibility, and driving more sales. Let me show you how choosing the right search terms can transform your business.
The Challenge: Lost in Translation and Search Results
A German brand I work with was preparing for a major summer campaign, but something felt a little off with their English product descriptions. They were calling a specific type of bike bag a “carrier bag”, a direct translation of the German word Gepäckträgertasche.
Gepäckträgertasche is a compound noun made up of two other nouns Gepäckträger + Tasche. Tasche is the translation for “bag” in German. When you type Gepäckträger into dict.cc (an online dictionary), the second translation you see is “carrier”. So when you put the two words together in English, you get: carrier bag.
The mistranslation led to the brand’s high-quality bike bags being buried under irrelevant search results, a common issue when localized product descriptions aren’t optimised with accurate niche-specific keywords. In this case, the brand’s products were being lost in search results related to disposable plastic shopping bags, which is what carrier bags are called in the UK – a costly mistake that meant potential customers couldn’t find the products they were searching for.
The Solution: Researching and Implementing the Right Terminology
To solve the problem, I needed to ensure the brand’s products were being described using the right terms that potential UK customers would search for. Here’s how I approached it:
Keyword Research
The translation the brand was actually looking for was “pannier” or “bike pannier” and my keyword research confirmed that “pannier” is the term that UK cyclists use and search for when looking for Gepäckträgertasche online. Checking against popular bike retailers and SEO tools, it became clear that “pannier” was a more accurate term that was being used by big bike brands to describe the same type of product. This small but significant change would improve the brand’s search visibility in the UK and resonate better with local cyclists.
Updating Product Descriptions
By replacing “carrier bag” with “pannier” and seamlessly integrating related key phrases, I made sure the brand’s products were easy for UK cyclists to find, boosting search visibility and drawing in qualified traffic ready to purchase. Beyond the keyword update, I also optimised the descriptions to engage potential buyers, emphasising the features and benefits of the brand’s products.
Rewriting the Main Category Text
To maintain consistency and avoid any lingering confusion, I retranslated the main category text, removing any reference to “carrier bags” and reinforcing the correct terminology. This comprehensive update ensured the brand’s content would perform better both in search engines and with their target audience.
The Results: Enhanced Visibility and SEO Success
The impact of using the right search term was immediate and noticeable. Here’s what we achieved:
Increased search visibility: With “pannier” now the primary search term – supported by related, relevant terms and phrases – the brand’s bike bags appeared more prominently in relevant search results, making it easier for potential customers to find the products.
Improved customer experience: UK shoppers searching for bike accessories were no longer confused by misleading terminology. Instead, they found products that matched their needs and expectations, driving more qualified traffic to the site.
A global opportunity: This change also prompted the brand to review and optimise product descriptions for the same type of product in other languages, improving overall search performance and making their products easier to find internationally.
Why localization and SEO Go Hand in Hand
Finding the right keyword or phrase is more than just translating a term from one language into another, it’s about understanding cultural context to find search terms that customers in a specific market are actually looking for. For ecommerce brands looking to expand their reach, investing in SEO-optimised localization is key to connecting with the right audience.
I’d love to hear about your experiences with keyword research or help you optimise your content for international markets. Don’t hesitate to reach out – I’m here to make your words work harder for you.
I’m Cathy, language-nerd and expert in making German brands shine in the English market. By choosing the right keywords and optimising your content, I can help your products reach more potential customers and increase your sales.
Ready to see your brand’s visibility soar? Get in touch today for a chat and let’s make your content work harder for you!
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