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Examples show why you should avoid the cultural pitfalls of over-simplistic keyword research

When working on keyword research, it’s easy to fall into the trap of thinking that tools will do the job of brains. Let’s clear that out from the outset: they won’t. Tools are only as good as their handlers. Give a spanner to a monkey, it’ll find ingenious ways to use it. Give the same spanner to a dog and it goes from tool to toy. We should use tools wisely! There are countless tools dedicated to the daunting task of keyword research and there’s a growth in tools for multilingual keyword research. A promising trend, but we should never believe tools can replace the work of a native expert in a given market. So often is the case a client will already have an English-language keyword list that they use and generate through translators into a target market’s 'language'. These translations are…