Discover essential tips and strategies for SEO success in the Chinese market, including hosting, language, and mobile optimisation.
Imagine you are preparing to open a restaurant in a foreign country. You would not just copy your menu from home but adapt to local tastes, customs, and ingredients. The same principle applies when optimising for the Chinese online market. This guide will break down everything you need to know.
China’s Search Engine Landscape
If you think SEO is all about Google, think again. Google’s presence in China is minimal due to government restrictions and local search engines dominating the market.
Baidu is the Google of China, commanding over 70% of the market share. However, it operates differently from its Western counterpart:
- Algorithms. Baidu’s algorithm prioritises websites hosted in China and content written in simplified Chinese.
- Censorship. Specific keywords and topics are restricted, and content must align with Chinese regulations.
- Paid Ads Integration. Paid search results on Baidu often blend seamlessly with organic results, so understanding how to balance organic SEO and paid search (SEM) is crucial.
While Baidu dominates, other platforms also have a significant audience:
- Sogou: Known for integrating with WeChat, a major social media and messaging app in China.
- 360 Search (So.com): Appeals to users focused on security and privacy.
- Shenma: A mobile-first search engine that is popular among smartphone users.
Each platform has its quirks, so your SEO strategy should be tailored accordingly.
Hosting and Domain Considerations
Think of your website as a storefront. In China, your “storefront” must be local to attract visitors.
#1. Host Locally
Websites hosted within China load faster and are more likely to rank higher on local search engines. However, hosting in China requires an ICP (Internet Content Provider) licence, a permit issued by the Chinese government.
#2. Choose a .CN Domain
Using a .CN domain enhances credibility and signals to search engines that your site is for a Chinese audience. If obtaining a .CN domain is not feasible, a subdomain specifically for China (e.g., cn.yourdomain.com) can also work.
#3. Optimise for Language and Culture
Most people in China use simplified Chinese characters, so translating your content accurately and professionally is essential. Machine translation tools like Google Translate will not cut it. They often miss the nuances.
Your content should align with local preferences and values. For instance:
- Numbers. Specific numbers, like 8, are considered lucky, while 4 is associated with bad luck. Avoid using the latter in URLs or marketing materials.
- Festivals. To engage your audience, incorporate content around major Chinese holidays like Lunar New Year or Singles’ Day.
A Western clothing brand entering the Chinese market created a campaign around the Qixi Festival (Chinese Valentine’s Day) with romantic messaging and themed product bundles. They resonated more deeply with their audience by tapping into a cultural event.
Mobile Optimisation Is Non-Negotiable
China is a mobile-first society, with over 99% of internet users accessing the web via smartphones. Ensuring your site is mobile-friendly is not optional — it is essential.
On platforms like WeChat, mini programmes are lightweight apps integrated directly into the ecosystem. Brands use these to provide a smooth user experience without requiring visitors to leave the app.
In addition to optimising websites, consider app store optimisation (ASO) if your business involves a mobile app. Platforms like Huawei AppGallery and Tencent’s MyApp dominate in China.
Leverage Local Platforms Beyond Search
Search engines are not the only players in China’s digital ecosystem. SEO in this market often overlaps with content marketing and social media optimization.
WeChat: The Super App
WeChat is not just a messaging app. It is an all-in-one platform for social interaction, e-commerce, and content sharing. Creating engaging WeChat articles and optimising for search within the app can drive significant traffic.
Xiaohongshu (Little Red Book)
This social e-commerce platform combines user-generated content with product recommendations. It is ideal for brands targeting younger audiences. For example, a beauty brand partnered with influencers on Xiaohongshu to review their products. This created authentic user-generated content that ranked well on the platform, driving brand awareness and sales.
Remember, success in China requires patience, continuous learning, and a commitment to understanding your audience deeply. Treat the market like a new language — learn its rules, practice consistently, and you will soon find your voice.
