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Introduction
When it comes to search engines in China, Baidu is often the first name that comes to mind. However, China’s search engine landscape is diverse, and brands looking to localize must consider other platforms as well. This article explores the various search engines in China and how brands can effectively leverage them.
1. Baidu: The Dominant Search Engine
1.1 Baidu SEO
- Baidu remains the dominant search engine in China, holding the largest market share. Brands must focus on optimizing their websites for Baidu, including creating content in Simplified Chinese and obtaining Baidu-friendly backlinks.
- Baidu’s algorithm prioritizes local content and domain authority. Regular content updates and compliance with Chinese regulations help maintain high search rankings.
1.2 Baidu Paid Advertising
- Baidu’s Pay-Per-Click (PPC) advertising allows brands to reach a large audience. However, it’s essential to ensure that ads comply with local laws, especially for sensitive categories like healthcare and finance.
2. Sogou: China’s Smart Search Engine
2.1 Sogou Integration
- Sogou is known for its smart features, including voice and image search capabilities. It is integrated with Tencent’s ecosystem, making it a powerful tool for brands targeting users of WeChat and QQ.
- Brands should optimize for Sogou by focusing on voice search, which is becoming increasingly popular in China.
2.2 Mobile Search
- As Sogou is highly mobile-centric, brands should ensure that their websites are mobile-friendly and optimized for fast loading times. This enhances user experience and improves rankings on mobile searches.
3. Shenma: Mobile-First Search Engine
3.1 Focus on Mobile Users
- Shenma is a mobile-only search engine created by Alibaba, and it is widely used by consumers searching for products on their mobile devices.
- Brands must optimize for Shenma if they are focusing on mobile users or e-commerce traffic, particularly those selling products on Alibaba platforms like Tmall and Taobao.
3.2 E-commerce Integration
- Shenma offers direct integration with Alibaba’s e-commerce ecosystem, which allows brands to promote their products more effectively within the platform.
4. 360 Search: Security-Oriented
4.1 Trust and Security
- 360 Search emphasizes security, with many users favoring it due to its strong privacy and security features. Brands in industries like finance and healthcare should consider optimizing for 360 Search to build trust among security-conscious users.
- Ensuring the security of your website, such as using HTTPS, is a key ranking factor for 360 Search.
4.2 Paid Search Ads
- Like Baidu, 360 Search offers PPC advertising. Brands must ensure that their ads meet the security and transparency standards set by the platform to gain approval for display.
Case Study: Chile Cherries’ Search Engine Strategy
Chile Cherries adopted a multi-platform approach, optimizing their content for Baidu, Sogou, and Shenma to maximize visibility across China’s diverse search engine landscape. By tailoring their SEO and PPC strategies to each platform, they captured a broad audience, contributing to their 97% market share in Asia.
Conclusion
While Baidu dominates China’s search engine market, brands should not overlook the potential of other platforms like Sogou, Shenma, and 360 Search. By optimizing for multiple search engines, brands can broaden their reach and engage with a more diverse consumer base in China.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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