Search engine optimization (SEO) is essential for the success of any business. SEO for global markets requires keyword “equivalents” for different locales, not “translated” keywords from the source locale. Further, organizing keywords into semantic hierarchies extends their use for faceted or directed search. Providing keyword support to content developers through prompting mechanisms ensures that content is SEO optimized from the start. These factors imply that developing and managing keywords is a form of knowledge management, not terminology management. In this presentation we propose a framework for a keyword management strategy to enable effective global SEO.