See what keywords are most popular in each country you’re targeting, and optimise the pages on that country’s section of your website accordingly. Also, remember that even a correct and accurate translation of a keyword or term may not be what people actually use to search for a product or service locally. Google’s emphasis on links is the most significant area of overlap between its organic and local ranking algorithms. URLs are great real estate for keywords. Add keywords to them so Google has an easier time determining what your page is about. Here, a text that is as descriptive as possible should be used as the anchor text since this determines the reader’s expectation of the hyperlink. So, there’s a perception out there and that perception comes across in businesses, it is something that needs to be managed, and you face that.