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2. Common Territory: Search Marketing Wi... > Language Coverage: Universal Versus ...

Language Coverage: Universal Versus Local Penetration

It is important to define the language for which keyword research will be conducted and its targeting purpose. The targeting purpose implies whether the language to be used will be universal, localized, or regional:

Universal Version—A universal version is more suitable for internationalization purposes. For instance, if you are developing a website in Chinese, the purpose may be to target all Chinese-speaking communities—in China, Hong Kong, Macau, Singapore, Indonesia, Taiwan, and Malaysia. Instead of using dialects that are typical to any particular country or region, you should focus on developing standard content that will be understood in all these countries without colloquialisms, idiomatic expressions, or any connotation used by a local, regional, or specific ethnic subgroup.


  

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