SEO in China – how to conquer the Chinese search engines
As most of the world works diligently on their SEO strategies, to scale their organic traffic through technical SEO and SEO content, the Chinese market is a whole ‘nother beast to tame. Opposed to countries that operate through Google, SEO in China mainly comes down to optimizing, get this, PPC advertising strategies. Wondering how this works, and what you can do to get ahead in the Chinese market? Read on!
Jump to…
Ready to start scaling your business internationally?
We’re ready to start growing your business across borders, are you? Let’s get started with some info about your challenge!
Digital Marketing
in China
Social Advertising
in China
KOL & KOC Marketing
in China
Marketplace Marketing
in China
Why traditional SEO doesn’t work in China
The search landscape in China is, to put it mildly, different from the rest of the world. With Google largely inaccessible due to the Great Firewall of China, domestic search engines like Baidu dominate the scene. These search engines have vastly different algorithms, which is exactly why tried and trusted, Google-centric SEO practices cannot simply be replicated and put to use in China. Let’s take Baidu again, as a prime example. The largest search engine in China places significant emphasis on local hosting, page load speed, and strict compliance with Chinese internet regulations. In addition to this, and probably the biggest difference to its Western counterpart, Baidu prioritizes paid results to a further extent. This last pointer results in a drastically different SEO landscape, with a heavy lean towards the optimization of Pay Per Click (PPC) strategies to establish search engine dominance. Traditional websites & webshops do still have one thing going for them: the rise of self-owned eCommerce. More on that right here.
CPC strategy as an authority-signifier
A Cost Per Click (CPC) strategy essentially means you pay for each click on your ad from the search engine results. In the Chinese market, due to the heavy favoring of paid results by search engines like Baidu, employing an effective CPC strategy can actually aid in boosting your SEO performance. The Chinese audience heavily relies on authority in their decision-making process. The idea of including an extensive PPC strategy in your SEO-mix, is to drive initial traffic through paid ads, and use this trust-signifier, that being website traffic, to improve your organic search ranking. Not only does this strategy increase visibility, but it also helps gather data about user behavior, helping you to refine and optimize your overall SEO strategy in the long run.
Keep in mind, the use of a CPC strategy is not about indiscriminately spending on ads. It’s about choosing the right keywords, based on a thorough understanding of your target audience, industry, and competition in the Chinese market. Moreover, it’s crucial to design engaging and culturally relevant ad copies that can truly attract and resonate with Chinese users.
SEO in China – Finding and interacting with your audience
Another unique feature of the Chinese digital landscape is the integration of social media and search engines. Platforms like WeChat and Weibo, along with shopping sites like Taobao, play a significant role in a user’s online journey. This means SEO efforts should not be confined to search engines but also extend to these platforms. The good news is that we are experts at finding out where your audience is at!
We’ll start out by identifying and understanding your target audience. Then, we’re going to sift through the data, like where they spend their time online, what kind of content they engage with, and what triggers them to make a purchase. A deep understanding of these aspects will not only help you create more relevant and engaging content, it will help you to devise the perfect channel mix for your target audience. We might even find out that influencer marketing (or KOL/KOC marketing as it’s known regionally) is huge in China, and the right partnership can significantly amplify your reach, credibility, and your overall relationship with your target audience.
Overall, conquering the Chinese search engine environment is about mastering a blend of technical optimization, strategic CPC advertising, and audience-oriented content creation. The Chinese digital market might be a unique beast to tame (some might say a dragon…), but with the right strategies, it can yield unprecedented opportunities for growth!
FAQs about SEO in China
Can platforms like WeChat help with online authority?
Absolutely! Having a presence on different platforms throughout the Chinese app ecosystems can greatly increase your legitimacy in the Chinese market, and with that your authority.
What makes SEO in China unique from the rest of the world?
The Chinese digital landscape is vastly different from other countries due to the presence of its 'Great Firewall' and dominance of local platforms like Baidu and WeChat. These platforms have their unique algorithms and preferences, requiring customized strategies for SEO success.
Why is Baidu significant in the context of SEO in China?
Baidu is China's leading search engine, similar to Google in the West. However, Baidu has different algorithms and preferences, with a strong focus on local content and websites hosted within China. Mastering Baidu's algorithm nuances is crucial for SEO success in China.
How can WeChat be leveraged for SEO in China?
While not a search engine, WeChat is a multi-purpose platform with over a billion users. Utilizing WeChat's features such as Official Accounts and Mini-programs strategically can significantly increase brand visibility and contribute positively to SEO outcomes.
What are some common challenges in Chinese SEO and how can they be overcome?
The 'Great Firewall' of China and stringent online regulations pose significant challenges in the Chinese digital landscape. Strategies to overcome these include local website hosting, careful compliance with online regulations, building relationships with local platforms, and staying updated with the latest trends in China's digital landscape.
Ready to start scaling your business internationally?
We’re ready to start growing your business across borders, are you? Let’s get started with some info about your challenge!