The keywords that AI gets wrong (and what it costs you)

Keywords are often the starting point when expanding into new markets. They reveal how people search, what they want, and how to structure your site to meet that demand. But there’s a challenge: not every word translates cleanly. Some don’t exist in the target language. Others lose nuance, shift meaning, or simply don’t land. And then there are the English terms embraced in one country but rejected in another. It’s a linguistic tangle – and one that machines alone can’t unravel.

For marketers running international SEO and paid media campaigns, this creates a potential minefield. Rely on direct translation, and you risk targeting the wrong terms or missing high-intent ones entirely. And while tools like Google Translate or AI-powered glossaries are improving, they can’t always tell you what realcustomers in-market are actually searching for.

That’s where localisation gets smart. And where Oban’s LIME network adds value – by bridging the gap between language and intent. Let’s look at some real-world examples of words that don’t translate neatly and the marketing implications behind them.

1. German: Fachkräfte

This term comes up often in recruitment, B2B, and skills-based marketing. It loosely means “qualified professionals” or “skilled workers” – but that doesn’t quite cover it.

“Fachkräfte” implies a certain level of training, specialism, and industry relevance. It’s not just about having a job but about being a recognised contributor in a skilled field.

Try replacing it with “employees” or “professionals” and you lose that nuance. For German job boards, government campaigns, or B2B tech platforms offering training or compliance tools, “Fachkräfte” is the keyword that connects with the right audience. It can’t just be translated, it has to be understood.

2. Japanese: おもてなし (Omotenashi)

In Japan’s tourism and hospitality sector, “omotenashi” is everywhere. But it’s not easy to pin down. It’s often described as “hospitality,” but it goes deeper – conveying a selfless, anticipatory approach to guest service, delivered with humility and care.

If you’re a sightseeing attraction, hotel, or cultural experience trying to resonate with Japanese travellers, simply translating “great customer service” isn’t quite the same. “Omotenashi” is the emotional hook. It carries weight and expectation, and using the wrong term can make you sound tone-deaf to local norms.

3. Brazilian Portuguese: Parcelar

In Brazil, e-commerce isn’t just about price and product but also payment flexibility, particularly the option to “parcelar” (split payments into interest-free instalments). While instalment payments are increasingly popular worldwide thanks to services like Klarna, in Brazil this method is deeply embedded in consumer expectations and language.

If your product pages or PPC copy mention “payment options” without referencing “parcelamento,” you risk missing valuable search traffic and potential conversions. In many markets, this concept is still gaining traction, but in Brazil it’s fundamental – both as a payment method and a search keyword.

4. French: Dépaysement

This is one of those words travel marketers love until they try to translate it. “Dépaysement” refers to the feeling of being somewhere completely different (often for a short period). It’s not just a holiday, but rather a reset of your senses, mental attitude, daily habits and surroundings.

It’s emotional. Atmospheric. And not quite captured by “escape” or “adventure.” So if you’re a travel brand speaking to French audiences, describing your destination as “fun” or “relaxing” might miss the mark. “Dépaysement” taps into a deeper reason people book.

5. English: Thought leadership (in Germany)

Here’s a twist: in some B2B sectors – especially in Germany – English terms are used without translation. “Thought leadership,” “compliance,” “content marketing,” and “performance” often appear in German marketing copy exactly as they are in English.

But this isn’t universal across markets. While German B2B audiences are generally comfortable with English jargon, French and Spanish markets usually expect native-language terms. Assume English carries across, and you risk alienating your audience or simply not being found at all. This is where local insight matters. Just because a word feels international doesn’t mean it lands internationally.

6. Chinese (Mandarin): 种草 (zhòng cǎo), 私域 (sīyù), 抓手 (zhuāshǒu)

Some of the trickiest keywords in China’s digital marketing landscape are not technical but cultural. Take 种草 (zhòng cǎo). Literally meaning “planting grass,” it actually refers to peer recommendations that prompt someone to buy, usually via influencer content, videos or social posts. It’s social proof with purchase intent baked in. Miss that nuance and you might end up translating it blandly as “inspiration” or “product review,” losing its specific marketing power.

Then there’s 私域 (sīyù), which translates literally as “private domain” but really means owned-channel marketing. Think WeChat groups or brand apps where engagement happens without paying for every interaction. It’s a huge concept in Chinese marketing, but hard to express with a direct Western equivalent.

And 抓手 (zhuāshǒu)? The literal translation is “handle” or “hand-grab,” but marketers use it to mean a key lever, or something that drives a strategic outcome. It’s often used in campaign planning or performance reviews, but again, doesn’t translate easily or obviously.

Each of these terms tells you something about how marketing works in China. Translate them too literally and you risk missing the strategic intent behind them.

Words matter

International SEO is not just about language; it’s about understanding how people search. If your keywords don’t carry the right meaning, you risk not only wasting your budget but missing your audience altogether.

That’s why translation alone isn’t enough. You need insight. The kind that comes from people who live and work in your target markets, who know which English terms are accepted, which native ones carry emotional weight, and which concepts don’t translate at all.

At Oban, our LIME network exists to help marketers bridge those gaps, so when the keywords don’t translate, you don’t lose your audience. Want to dig a little deeper? Let’s chat.