Search Engine Marketing for the Chinese Market

Table of Contents

1 INTRODUCTION

1.1 Problem definition

1.2 Research Questions

1.3 Objective

1.4 Structure and methodology

2 CHINA AND ONLINE MEDIA

2.1 Online user

2.1.1 Mobile Internet user

2.1.2 Online shopper

2.2 Online media landscape

2.2.1 Websites with .cn-Domains

2.2.2 Social Media landscape

2.3 Conclusion

3 SEARCH ENGINES IN CHINA

3.1 Baidu: baidu.com

3.2 Qihoo 360: so.com

3.3 Sogou: sogou.com

3.4 Google: google.cn

3.5 Others

3.5.1 Tencent: soso.com

3.5.2 Bing: bing.com.cn

3.5.3 Yahoo: cn.yahoo.com

3.5.4 NetEase: youdao.com

3.6 Challenge of mobile search

3.7 Conclusion

4 INTERNET CENSORSHIP IN CHINA

4.1 How China censors the Internet

4.1.1 China’s “Great Wall”

4.1.2 Filtering online content

4.1.3 Internet control through ISPs

4.2 What is censored in China

4.3 Google and online censorship

4.4 How to get around censorship

4.5 Conclusion

5 SEARCH ENGINE MARKETING

5.1 Online questionnaire & interviews with experts

5.1.1 Tait Lawton / Nanjing Marketing Group

5.1.2 Anita Zheng / Baidu SEO service provider

5.1.3 Mark Burns/ Wordbank

5.1.4 Marchi Ma / Charm Click

5.2 Search Engine Optimization (SEO)

5.2.1 Content

5.2.2 Backlinks

5.2.3 Site structure & internal links

5.2.4 Avoiding Flash & JavaScript

5.2.5 Meta description tags

5.2.6 Chinese Language

5.2.7 Image filenames and alt-attributes

5.2.8 XML site map & Baidu Webmaster tool

5.2.9 Importance of the ISP

5.2.10 Domain

5.2.11 Further recommendations for SEO in China

5.2.12 Further recommendations for SEO in general

5.3 Search Engine Advertising (SEA) / Pay Per Click (PPC)

5.3.1 How does PPC work in general

5.3.2 Baidu PPC platform

5.3.3 Baidu Paid Search – PPC

5.3.4 Baidu Contextual Ad – C Pro

5.3.5 Baidu Brand Link

5.3.6 How to open a Baidu PPC account

5.3.7 Effect of PPC on organic rankings

5.4 Future development

5.5 Analytics

5.6 Conclusion and practical implications

6 CONCLUSION AND OUTLOOK

7 REFERENCES

APPENDIX A – ONLINE QUESTIONNAIRE

APPENDIX B – INTERVIEWS

Objectives & Core Topics

This thesis aims to determine the essential requirements for successfully launching an international company website in China, with a primary focus on navigating the unique constraints of the Chinese online market, including government censorship and the dominance of specific local search engines. By integrating theoretical research with empirical insights from industry experts, the work provides a practical guide for effectively implementing Search Engine Marketing (SEM) strategies, specifically tailored to Baidu, the leading search engine in the People's Republic of China.

• Search engine landscape and market dominance of Baidu in China.
• Challenges posed by the "Great Firewall" and Internet censorship.
• Best practices for Search Engine Optimization (SEO) within the Chinese market.
• Strategic implementation of Search Engine Advertising (SEA) and Pay Per Click (PPC) campaigns.
• The role of local hosting, domain selection, and linguistic nuances for successful digital presence.

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Chapter Summary

1 INTRODUCTION: This chapter provides an overview of the global rise of the Chinese Internet market, defines the specific research problem regarding business entry, and outlines the methodology for the study.

2 CHINA AND ONLINE MEDIA: This chapter explores the rapid expansion of China's online population, detailing the user behavior and the complex landscape of Chinese media, social networks, and mobile platforms.

3 SEARCH ENGINES IN CHINA: This chapter analyzes the competitive environment of search engines in China, highlighting Baidu’s dominance and the varying levels of success achieved by competitors like Qihoo 360 and Google.

4 INTERNET CENSORSHIP IN CHINA: This chapter covers the technical and political aspects of the "Great Firewall," explaining how information control impacts foreign businesses and Internet users.

5 SEARCH ENGINE MARKETING: This chapter serves as the core of the thesis, providing expert-driven recommendations for both SEO and SEA specifically tailored to Baidu, including keyword strategy, technical optimization, and account management.

6 CONCLUSION AND OUTLOOK: This chapter synthesizes the main findings and provides a final outlook on the future development of the Chinese online market, emphasizing the need for localized, culturally aware SEM strategies.

7 REFERENCES: This section lists all literature, reports, and expert sources consulted for this work.

Keywords

Baidu, Search Engine Marketing, SEM, China, Internet Censorship, SEO, Pay Per Click, PPC, Web Analytics, Chinese Market, Digital Strategy, Great Firewall, Simplified Chinese, Mobile Search, Online Advertising.

Frequently Asked Questions

What is the primary focus of this thesis?

The thesis focuses on how foreign companies can successfully implement Search Engine Marketing (SEM) to enter the Chinese market, with a strong emphasis on Baidu as the primary search engine.

What are the central thematic fields covered in this work?

The study examines the Chinese online media landscape, the impact of the Great Firewall on business, and technical optimization techniques for both SEO and SEA on platforms like Baidu.

What is the primary research goal of the document?

The goal is to provide a theoretical and practical framework, supported by expert interviews, for businesses to achieve better online visibility and effective marketing in China.

Which scientific methods were applied in the research?

The research combines a comprehensive literature review with empirical data collected through an online questionnaire and detailed interviews with four professional online marketing experts specializing in China.

What core topics are addressed in the main body?

The main body covers user behavior, specific search engine functions, the technical and legal challenges of censorship, and actionable SEO and PPC strategies for the Chinese environment.

Which keywords best characterize the research?

Key terms include Baidu, SEM, SEO, PPC, Chinese market, digital strategy, online censorship, and web analytics.

How does China's Internet censorship affect international SEO strategy?

Censorship creates significant hurdles, such as the need for local hosting to avoid connectivity issues with the Great Firewall, and requires careful compliance with local regulations and "block lists."

What is the significance of the "Simplified Chinese" language for SEO?

It is essential for reaching the widest audience and is a key ranking factor on Baidu; content should be written by native speakers to ensure linguistic nuance and clarity.

Why is "Baidu Phoenix Nest" relevant for advertisers?

It is the primary professional PPC platform for Baidu, similar to Google AdWords, and is necessary for managing paid advertising campaigns within China.

What role does local hosting play in the Chinese market?

Local hosting in mainland China is critical for faster access speeds for users and is preferred by Chinese search engines, which contributes to higher indexing and ranking success.