The world’s 3rd leading popular search engine is a Chinese one named ‘Baidu’, although it is focused in China. It clearly speaks the immense power and size that the Chinese market is known to hold. As a matter of fact, search engines are used by over 507 million Chinese. It is regarded to be a huge marketplace for organizations, eager to develop overseas, while engaging with new potential clients.
Even though most search engine traffic within Europe and North America is dominated by Google, it is the least used of all popular search engines in China. The landscape has been controlled by Baidu and its competitor Qihoo 360. However, those eager to conduct business in China would be required to understand the search engines, so that they can compete well.
Some tips to follow
The site is not to be tried to be ranked by making use of the language students or automatic translators. A native speaker is sure to help develop superior site and to avoid the common grammatical mistakes, have more naturally flowing contents, choose relevant keywords and make use of vocabulary resonating better with local audience. The digital ecosystem would be better fit by the site. Reputation might be hurt due to translation issues and also cause lower SERPs ranking.
Try getting .CN domain while launching a site. At least a .Net or .COM is to be availed, if .CN domain is not possible. Also, the site is to be hosted within China and ICP license secured from Chinese Industry & Information Technology Ministry. Subdomains or multiple domains are to be avoided.
Blacklisted list of words are to be had which cannot be posted over the web. Having these words included only may cause the site to get de-indexed or simply taken down. The government cannot be criticized in any manner by the site.
While developing the site, the title tags are to be kept under 35 characters and that too in Simplified Chinese, while using the same language, Meta descriptions are to be below 78 characters.
Speed of site is highly valued. The site is to be tested regularly to ensure its quick loading. Inbound links have been found to be valuable for the search engine rankings. Hence, trying to find opportunities for developing powerful backlink profile could prove to be helpful.
For businesses planning to expand into China, would benefit immensely by knowing how the market of local search engine has been evolving.