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Promoting Your Website to China Region Via Search Engines?
The value of the Internet
According to the China Internet Network Information Center (CNNIC), in 2005, the number of Internet users in China was over 103 million.
More than half of Chinese Internet users were under the age of 25. In total, 32 percent of them are students, 12 percent are professionals, and nine percent are representatives of business and service sectors.
People use the Internet more for e-mail, reading news, and searching for information through search engines. In 2005, online shopping spending in China was about 9 billion RMB and will increase to 30 billion RMB in 2007. It can be expected to double in the coming years.
With the above figures, business people should understand the value of using the Internet to research the Chinese market. Search engine marketing should be the most cost-effective way to reach Chinese Internet users.
In fact, the China region does not only belong to the Chinese mainland. You may also be aware of Hong Kong and Taiwan. It is interesting that the Chinese in these 3 different regions have very different cultures due to their historical background. Even on the mainland, people from different provinces speak Chinese with completely different accents and also differ in their daily life practices. For example, people in GuangDong and Hong Kong usually speak Cantonese. They only speak Mandarin when talking to people from other provinces. Moreover, people in the Mainland and Taiwan are usually not very good at English. However, many people in Hong Kong can speak and read English well. Therefore, you need to notice the differences in order to write effective website copy to serve different China Region readers.
Another important point to note is that people from Hong Kong, Taiwan, GuangDong, Shanghai and Beijing usually have higher spending power.
Search engines in China
Major search engines in China include Baidu, Google, Sina and Yahoo. According to CNNIC research, Baidu has 51.5% market share, Google 32.9%, Sina 4% and Yahoo 3.7%. Based on the numbers above, you might think it’s best to spend most of your efforts on Baidu and Google, right? The answer is “Yes or No. It depends!” Why?
This is because China Region has great and complex cultural differences. Unless you have a budget of millions, it’s hard to target the entire China region. If you are small and medium-sized companies, define your target region and focus on it first. For example, if you choose Hong Kong as your target market, I can tell you that Yahoo Hong Kong is the most used search engine, and almost no one in Hong Kong uses Baidu!
Another point to note is that according to a study by Keynote Systems, Google is rated as the best search engine in China, which is a highly likely translation of its future market share growth.
Paid Search Engine Marketing
Paid search engine marketing (pay per click) is growing in popularity in China. Baidu, Yahoo and Google have their own programs. To succeed in a complex area, search engines rely mainly on agents to sell pay-per-click marketing. Pay per click is a new concept in China and people there think it’s too complicated. Therefore, agents usually sell paid search engine marketing at a fixed monthly rate according to various schemes. It is slightly different with the western world.
Search Engine Optimization (SEO)
Search engine optimization is a fairly new concept in China, but the concept is gaining acceptance. There are many black hat spammers and white hat optimizers in the country right now. In China, people usually only optimize for Google and Yahoo and use paid search engine marketing for Baidu.
The process of establishing a relationship in the Chinese region is slightly different from the western world. Link exchanges are uncommon in Hong Kong and Taiwan. It is more popular on the mainland. However, the link format is completely different. First, high-quality links usually come from personal/business connections. Second, the interaction format in the western world usually consists of a Title with a hyperlink and a description of the site, but in the mainland it consists only of a Title with a hyperlink. Looks like a transitional farm? But this is a common practice in China. Therefore, achieving meaningful relationships in the China region is not an easy task.
Key Factors in Chinese Search Engine Marketing
Many people make a common mistake. They don’t have a Chinese version of their website, but they want to promote their website in the mainland and Taiwan. English may be their mother tongue, but it is not the mother tongue for Chinese. You must have the Chinese version to succeed. Additionally, it should be noted that Traditional Chinese is used in Hong Kong and Taiwan, while Simplified Chinese is used in the mainland. Sometimes the words used in Hong Kong, Taiwan and the mainland are also different.
If you are serious about getting online sales from Chinese, but you are not familiar with their language and culture, it is better to use an Internet marketing company based in China Region to help you.
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