Chinese Keyword Research TrendsThere are a number of common mistakes when it comes to keyword research for China, but then there are a lot of nuances and trends that you need to be aware of. Below are some of the more common questions, mistakes, and challenges I come across when working with clients on performing keyword research for China.
Latin Alphabet Is Used Alongside ChineseThis is a common misconception and usually comes as a result of poor translation work and research. Whilst Chinese (traditional, Cantonese and Mandarin) is the dominant language, a lot of modern terms lead to users using latin alphabet characters and terms. For example, when looking for SEO services in China a direct translation of search engine optimisation would give you 搜索引擎優化, however using a tool like Dragon Metrics, you can see that users search for SEO in other ways:
Chinese Keyword Research Can Be Done Once For China, Hong Kong & TaiwanTraditional Chinese is widely used in both Hong Kong and Taiwan. Thus, if you write your content in traditional Chinese, it will be readable for audiences from both places. Traditional Chinese is widely used in Hong Kong and Taiwan, but there are a number of variations in how people say things. One example of this is in the property market were a Hong Konger would say buy building 買樓, whereas a Taiwanese person would say buy house 買房. I’ve seen the above mistake occur because in Western culture the term “building” has commercial connotations, and house more of a residential intent.
“Traditional Chinese Is The Only Language Being Used”Traditional Chinese is a set of characters used for writing. When it comes to speaking, however, there is another difference between Hong Kong and Taiwan:
- Hong Kongers use Cantonese when speaking, the words and style of which are completely different from traditional Chinese.
- Taiwanese people use Mandarin when speaking, the words and style of which are comparatively more like traditional Chinese.
Given the high adoption of modern technologies amongst the younger generations in Hong Kong, China and Taiwan, using Cantonese and Mandarin for these sections may also impact voice search performance within the region.