China is the world’s largest ecommerce market, making it a popular choice for brands looking to expand into new markets. One of the major differences between China and the western market is that Google doesn’t dominate the search market. In fact, on desktop Google only has a 5% market share and this is even lower on mobile. Baidu is the dominant search engine in the Chinese market and it requires a different strategy to what brands use in the west.
While Baidu shares many similarities with Google, in that it offers a myriad of services including Baidu Maps, Baidu Video and Baidu News, the market nuances come with their own challenges. By properly understanding SEO on Baidu, brands are far more likely to see a positive ROI. However, one of the biggest problems with Baidu is that there is a significant lack of English language resource to assist brands with their SEO strategy resulting in there being a number of misconceptions on how Baidu operates.
Domain ending
Ten years ago, all businesses within China used a Chinese domain, with .com.cn being the most recognised amongst Chinese audiences. However, big brands such as Apple started entering the Chinese market still using their global .com domains. Over time, Chinese consumers became used to international domains and have now grown to trust them. As a result, there is now no need to run a .com.cn or a .cn domain in the Chinese market.
Chinese consumers now expect western brands to keep their .com domains, even when entering the Chinese market.
ICP license
An ICP is a permit that is issued by the Chinese Ministry of Industry and Information and it permits Chinese companies to operate online in China. There is a common misconception that this is also required for international companies looking to expand into the Chinese market. Despite many people believing so, an ICP license is not essential, although it can offer some marginal advantages such as an official badge, which is a verification logo that appears on a website.
At Forward3D we have many clients without an ICP license that still rank highly on Baidu. While a certain level of trust is earned by the ICP verification badge, it doesn’t necessarily impact where a business ranks within search results.
Chinese translations
When entering any new market understanding the language nuances is essential. This is particularly important in China, especially when it comes to Baidu. Baidu can pick up on language that is a literal translation from English, and will not only mean that a website will rank lower in Baidu search, but will more importantly impact user experience. Content for a Chinese website needs to be tailored for the region, and not just translated from the English copy.
At Forward3D we are increasingly seeing clients request advice on expanding their business into China. While most brands may feel that they have conquered Google, Baidu comes with its own challenges and must be treated as a separate entity. The preference of paid search over SEO, as well as the preference of Baidu’s own products, presents a number of challenges.
Understanding how Baidu works is essential to this strategy, and the above only provides a small insight into some of the common misconceptions associated with the search engine. The scale and reach of Baidu within the region, along with consumer trust of the platform, means that it’s vital to the success of a company within the region. By understanding the logistics around Baidu, brands have the opportunity to access one of the most lucrative ecommerce regions in the world.
Hannes Ben is chief international officer at Forward3D.