China SEO & SEM Training
In this module, you’ll gain a comprehensive understanding of SEO on China’s primary search engine Baidu. It’ll help your brand’s official Chinese website gain traction. As for SEM, you’ll get detailed guidelines for Baidu’s paid search options as well as knowledge about 3 other major search engines in China.
1. AN OVERVIEW OF SEO IN CHINA
We’ll focus on Baidu SEO, as it’s the leading search engine in China. In 2019, Baidu had a 70.3% market share, followed by Shenma (15.62%), Sogou (4.74%), 360 (4.45%), Google (2.57%) and Bing (2.01%).
How Baidu crawls and indexes website pages is quite different from the SEO algorithms you may be familiar with in the West. Let’s take the search engine results page (SERP) as an example.
The top ten organic sites may not appear on the first page of Baidu’s results as organic search results are interspersed with paid ads and websites hosted by Baidu, such as Baidu Baike and Baidu Images. For instance, a search for “钻石” (diamond) on Baidu produces a first page that shows 4 organic search results, 2 paid advertisements and 5 Baidu product results.
2. AN INTRODUCTION TO THE 4 MAJOR SEARCH ENGINES IN CHINA
There are 4 major search engines in China: Baidu, Shenma, Sogou and 360. Baidu has advantages in terms of popularity and efficiency. No matter how popular the keywords are, your site can get the top three ads on the first page, but it won’t be cheap. 360 is less popular than Baidu, making it much more affordable and less competitive. This is also why 360 has a much higher conversion rate than Baidu.
Sogou’s strengths are its wide coverage and coveted audience. Sogou ads appear on Sogou Search, Sohu Search, Sohu (one of China’s principal news platforms), Sogou Email and other channels that belong to the company. Sogou users have higher commercial value as they’re more concerned about business news.
Shenma is a much younger search engine that was launched in 2014. It stands out for its mobile-first approach and its precise targeting. Shenma can achieve precise audience targeting by region, time of day or device.
3. SEARCH ENGINE COMPARISON : BAIDU VS. GOOGLE
Meta-tags are important on Google and Baidu and websites with relevant meta descriptions rank much higher on Baidu. Most websites do such a good job of tailoring these for Baidu that you need to make sure your meta descriptions are top notch.
For images, as on Google, Baidu results are better when all the pictures on your websites contain highly relevant ALT text. For those who base their Chinese website on an existing website in another language, it’s very common that the ALT attributes are ignored. Make sure you’ve modified and checked all your ALT text to see how it’s working on Baidu.
Meanwhile, Baidu gives less importance to social signals than Google. That is, no matter how many retweets you have on Weibo, it won’t influence your website’s rank on Baidu.
4. OPENING A BAIDU ACCOUNT IN 5 STEPS
- Check your Chinese website and get it ready
- Check your location and contact your regional Baidu reseller
- Prepare and submit the required documents
- Sign a contract with Baidu and make the payment
- Get login information and activate your Baidu PPC account
Other Sample Training Modules
Before completing a purchase Chinese consumers will typically check information about the brand online. If there is no information then customers will lose trust. Also, Chinese SEO platforms are not as sensitive to social buzz as Google, therefore, requires additional marketing strategies.
An Internet Content Publishing Licence (ICP) can help to improve your performance. Depending on your outcome and current situation we will be able to advise more.
Generally yes, but there might be some restrictions for certain industries, such as medical. Please contact us and we’ll be happy to find ways.
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1. WEIBO MARKETING OVERVIEW
Weibo was launched in 2009 and quickly became popular among internet users because of its user-friendly interface and social media functions. By Q4 2018, it had 462 million monthly active users and over 190 million daily active users. It’s popular for the following reasons:
- Makes communicating with friends easy
- Efficiently transitions between different pages
- Powerful posting platform for daily life moments
- Easily facilitates participation in different campaigns
- Tracks hot topics and trends
- Gives easy access to live-streaming sessions
This platform is one of the most popular channels for brands to engage with potential consumers.
There are two types of accounts on Weibo:
Personal accounts are the majority and are set up by regular users for personal interactions.
Official accounts are for corporations, media, institutions, registered websites, apps, NGOs, school organizations, government departments and more.
2. WEIBO CUSTOMIZATION
In our training we’ll discuss how to customize your official Weibo page. Weibo home pages allow pictures to be posted for profiles, covers, banners, backgrounds and have space for brand-related information. It’s also possible to integrate QR codes from your official WeChat account. Implementation and management can overwhelm even experienced marketers but we’ll share useful tips with you and give you solutions for possible restrictions. This information will make the process of customizing your Weibo page smoother.
3. DEVELOPING A SOLID CONTENT STRATEGY: THE 4-1-1 RULE
It’s not surprising that Weibo became popular among companies and brands as the channel to engage with Chinese consumers but the unique interests and attention range for Weibo users has become a real challenge for anyone looking to grab their attention. Every day different brands post thousands of articles so it’s hard to stand out. Well-prepared solid content strategies are a must.
Brands post regularly regarding 4 types of content:
- Product-related content
- Soft content
- Interactive content
- KOL promotion content
Weibo users prefer formats using multimedia content but what’s most important is the frequency and sequence of content. Based on our experience as an agency, the 4-1-1 Rule ensures effective communication with your followers. We’ll teach you all about it.
4. FOLLOWER ACQUISITION AND DEVELOPMENT
The primary goal of most Weibo marketing strategies is the continuous growth of followers. There are four major methods which can help brands to attract initial audiences:
There are two types of accounts on Weibo:
Utilizing current databases
Using key opinion leader promotions
Weibo online campaigns