Top Chinese search engine

Oftentimes, online marketers need to launch a marketing campaign to a foreign country speaking different language. In that case, the most tricky part of international online marketing is unfamiliarity with the internet environment. We will use a series of articles to briefly introduce the Chinese internet environment, which includes Chinese main portal websites, search engine, top forums, top blogs, video sharing site, customer review site, social bookmarking site, social networking site, directory, B2B/B2C/C2C site, etc.

Popular search engine in China

No. 1 Search eninge Baidu.com

Baidu is the leading Chinese search engine for websites, audio files, and images. Baidu provides Chinese language Internet search services primarily in the People’s Republic of China and Japan. The company offers a Chinese language search platform that enables users to find online information, such as Web pages, news, images, and multimedia files. Its products include Baidu Web Search that allows users to locate information, products, and services using Chinese language search terms; Baidu Post Bar and Baidu Knows, which provides users with a query-based searchable community; and Baidu News that provides links to local, national, and international news. The company also provides Baidu MP3 Search that provides algorithm-generated links to songs and other multimedia files; Baidu Image Search to search various images on the net; Baidu Video Search to search for and access through hyperlinks of online video clips that are hosted on third parties’ Web sites; and Baidu Space to create personalized homepages in a query-based searchable community.

Maket share: about 60%

Baidu Fengyun Bang

Like Google Trends, Baidu has its own search term and volume chart, Baidu Fengyun Bang(百度风云榜),it is updated once everyday at about 10:00am. Also you can find most searched books, films, celebrities, games, electronics products, cars etc, which are very important for online marketer and researcher.

Google Trends(Chinese) update more often than Baidu Fengyun Bang. I am a content manager for a big U.S website, We have a buzz project, which make news/documents based on the keywords on google trends and baidu fengyun bang, the only thing I can say is that Baidu Keywords drive us 10 times more traffic than google trends.

Baidu Post bar is one of leading forum or community in China, it is extremely active. Adverting post will be deleted immediately as the moderation there is very strict. Baidu Zhidao is like Yahoo Answer in China, it ranks well on Baidu, which has been taken advantage of by many marketers.

Baidu organic ranking and PPC

Baidu sell first page organic ranking spots to business, so for the main hot keywords, we would suggest online marketers to focus on PPC, not to spend too much time optimizing for Baidu. You need to focus on long tail keywords that no bidders realize to buy them, but you should bear in mind that it often happens that your No.1 organic ranking spot on Baidu will be sold anytime any advertiser buy them.

No. 2 Search Engine Google.cn

Google.cn is the main competitor of Baidu.com. Google has better search quality. Businessman use Google more than use Baidu. Google trends has a Chinese version(http://www.google.cn/rebang). People use both google.cn and google.com.

Other search engines

Yahoo.cn and soso.com are the other 2 search engines worth mentioning. But people seldom use them to search. They are not on a par with baidu and google.

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