Multilingual Keyword Research for eToro

eToro needed a full keyword localisation reset across EMEA, so Brightlines carried out multilingual keyword research and a clean-up across 16 languages that removed redundancy, sharpened local intent and left regional teams with lists they could act on.

The challenge

eToro is one of Europe's largest retail investment platforms, operating across EMEA in a regulated category where keyword choices carry compliance weight as well as commercial intent. Their international SEO activity spans multiple markets and the language has to be precise: a term that is common in one market may be restricted or misleading in another.

Over time, their keyword inventory had grown messy. Terms were duplicated across markets, some no longer reflected how people actually searched, and the overall set had become hard to maintain. That created two problems: unclear priorities for local teams, and slow decision-making when campaigns and content needed to move quickly.

The marketing team could have generated new lists using AI and machine translation. They chose not to rely on that alone. The risk is an accumulation of keywords that look plausible but miss local intent, alongside inconsistent handling of negative and redundant terms that then causes rework and second-guessing in-market. In a regulated category, that kind of drift is not just inefficient. It attracts the wrong kind of scrutiny.

Our approach

We treated the project as a clean-up, not a translation exercise. Each market was handled by an in-market digital specialist who works inside keyword tools and SERPs daily and understands how language, intent and competition interact in that specific market. The workflow ran in four stages:

• Audit what existed in each market, identifying duplication, drift and keywords that no longer earned their place.
• Run fresh keyword research per language, covering short-tail terms, longer intent-led phrases and close semantic variants.
• Remove redundancy and exclude negative terms, so local teams were not left guessing what to ignore.
• Deliver market-ready lists with consistent structure and naming, built to make future refreshes straightforward.

What we delivered

• Keyword research and clean-up across 16 languages covering EMEA
• Coverage across short-tail terms, longer intent-led phrases and semantic variations in every language
• Removal of redundant keywords and exclusion of negative keywords per market
• Market-ready keyword lists delivered across all 16 languages
• Full delivery of all outputs in approximately two weeks

Navigating the complexity

International keyword work can fail quietly. A list can be long and still be unhelpful if it is cluttered, inconsistent or misses the intent cues local marketers rely on. The larger risk in a project like this is not the gap between languages. It is the gap between what a keyword set looks like and what it actually does for the team using it.

For eToro, usability was the measure of success. Regional teams needed to be able to trust the list and act on it without rebuilding the foundation themselves. In a regulated financial services category, that also reduces the chance of local content drifting into language that attracts regulatory attention or reads as careless to a compliance-aware audience. The clean-up was therefore as much about removing noise as adding coverage.

The outcome

The reset gave eToro's regional teams a keyword foundation they could trust and act on, without needing to rebuild it every time a campaign moved.

• Less noise in local keyword sets, making priorities easier to identify and act on
• Better alignment between language, local search intent and real market usage
• Smoother coordination across agencies and regions from a consistent baseline
• A stronger platform for ongoing international SEO activity, with refresh cycles that are easier to repeat

How we can help

If your keyword lists have grown across markets and no longer reflect how people actually search, we can help you reset them without losing what already works. We will strip out what is redundant, rebuild what is missing and deliver market-ready lists your local teams can use with confidence, structured so they stay useful as your markets change.