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A Quick Look into the Search Engine Marketing in China

Author: Damon Za
by Damon Za
Posted: Sep 15, 2020

One of the key aspects of search engine marketing in China is that it is entirely different from its western counterparts. China boosts of a unique search engine landscape with a multitude of different players without the alpha player Google as all the western search engines are banned within the Firewall of China. Let us peek at search engine marketing in China on some of the prominent platforms.

China has over 900 million internet users and the majority of them use search engines to conduct researches on products and services. This trend clearly explains the reason why businesses must possess a strong online presence on search engines in China to penetrate the Chinese consumer markets. Search engine marketing in China is quite different compared to the rest of the world as they have unique search engines in the Chinese language such as Baidu, Sogou, Shenma, and so forth. It is important to have a clear perception about the functionalities of the Chinese search engines to enhance your business prospects in the country.

Prominent Search Engines in China


One of the most prominent and widely used search engines in China is Baidu, which has more than 70% of the market share. This search engine is an arena where both buyers and sellers can interact with one another. As it is the top most search engine in the country, it is pertinent for business entrepreneurs to use Baidu for search engine marketing. It is also important to note that Baidu automatically boosts pages from sites such as Baike (product of Baidu). Therefore posting reliable content on Baike increases your online visibility as it is directly linked to Baidu. Although Baidu is one of the most prominent search engines, apart from Tencent and Alibaba, blog posts, which are published on Tencent, can never be viewed on Baidu.


Another prominent search engine in China is Sogou which has recently risen to popularity after it was bought by the internet giant Tencent. Today Sogou holds more than 17% of the market share with an abundance of search engine results for tech-savvy Chinese consumers. Another advantage of using the Sogou search engine is that users can type in the Chinese language and search for products and services. Most of the Chinese consumers use Sogou as their default search engine due to its advanced features. This novel search engine offers a range of services to users that include marketing and advertising products, games, and news.

WeChat search

Without permitting access to the entire landscape of the internet, WeChat search provides the facility to search content within the official Wechat account, Moments, and Mini programs. However, it also highlights results from other search engine platforms such as Weibo, Little Red Book, and Zhihu. Although WeChat search might seem like a platform with limited features, it is not so in reality. It displays information and social data, which are seldom available on other search engine pages. Therefore, it is considered as an excellent platform for search engine marketing in China.

Westwin offers digital marketing services such as market strategy, search engine marketing, WeChat, and Weibo social media marketing, PPC advertising, mobile marketing, website localization, and more in China. To know more, visit

About the Author

iti Direct Mail offers direct mail marketing services to businesses and non-profits.

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Author: Damon Za

Damon Za

Member since: Dec 05, 2014
Published articles: 78

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