Globalization has brought new opportunities to developing countries, and within the last few decades, especially the People’s Republic of China transformed itself from a developing nation behind the bamboo curtain to one of the most influential nations on the world market. China’s online population is growing very fast and counted already more than 560 million users in 2012, with a share of more than 70% of mobile Internet users. The Internet has become an indispensable tool for finding information quickly using a search engine. Therefore, for companies trading in China, their website will undoubtedly be vital in enhancing their public image and increasing sales volumes, and improving this website through search engine marketing (SEM) will be crucial to succeed. Due to huge cultural differences and governmental censorship of the Internet in mainland China, doing online business in this country is definitely different as in the Western world.
To find out what is necessary for launching an international company website in China successfully, this paper describes and critically analyses the basic knowledge about China’s online users and its online media world as well as search engines available in China and the challenges Chinese internet users face because of The Great Firewall. Aiming to provide key input for effective search engine marketing, this thesis combines theoretical background from various literary sources with the results of the author’s online survey and interviews with four online marketing experts, who give an insight into their in-depth know-how of China's online marketing world and to provide advice on effective SEM for China’s leading search engine Baidu.
Clearly, as this papers shows, practising successful SEO depends on the combination of many different factors and actions. Writing original content, proper usage of keywords, incoming links from authoritative sites and other Baidu-sites are just some issues to be considered. Furthermore a Chinese ISP and content written in well-articulated “Simplified Chinese” are other keys to success. Doing SEA for Baidu is quite challenging, especially for foreigners, because it requires experience with SEA, cultural understanding and perfect knowledge of Chinese to find the right keywords and handle Baidu’s SEA and Analytics tool. Nevertheless, understanding China’s culture and language is an important factor achieving good online visibility in China.
Table of Contents
- Acknowledgements
- 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
- 2.1 Online user
- 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
- 4.1 How China censors the Internet
- 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
- 5.1 Online questionnaire & interviews with experts
Objectives and Key Themes
The main objective of this thesis is to provide a comprehensive guide to implementing successful Search Engine Marketing (SEM) strategies for the Chinese market, specifically focusing on Baidu, the dominant search engine. The thesis combines theoretical frameworks with empirical data from expert interviews and literature review.
- The development of China's online world and the key online platforms.
- The landscape of Chinese search engines and the challenges posed by internet censorship.
- Effective Search Engine Optimization (SEO) techniques for Baidu.
- Effective Search Engine Advertising (SEA) or Pay-Per-Click (PPC) strategies for Baidu.
- The role of web analytics in monitoring SEM campaigns in China.
Chapter Summaries
1 Introduction: This chapter introduces the context of globalization and its impact on China's economic transformation. It highlights the growing importance of the internet and search engines in China, specifically Baidu's dominance. The chapter defines the research problem, outlines the research questions, states the objective of the thesis, which is to explore effective SEM strategies for Baidu, and details the structure and methodology employed.
2 China and Online Media: This chapter provides an overview of China's online user base, highlighting its size, growth, and increasing mobile penetration. It examines the diverse online media landscape, including websites with .cn domains and the unique characteristics of Chinese social media platforms. The chapter analyzes various social media categories, from microblogs and social networking services to video and music platforms, emphasizing their importance in China's information culture and their relevance to SEM.
3 Search engines in China: This chapter analyzes the competitive landscape of Chinese search engines. It details the market share and characteristics of Baidu, Qihoo 360 (so.com), Sogou, and Google (google.cn), along with other smaller players. The chapter highlights Baidu's dominance and discusses the challenges presented by internet censorship and the evolving mobile search market.
4 Internet Censorship in China: This chapter delves into the intricacies of internet censorship in China. It explains the mechanisms employed by the Chinese government, including the "Great Firewall," content filtering, and control through ISPs. The chapter discusses the types of content censored and the impact on search engines, particularly Google's experience. It explores methods used by internet users to circumvent censorship.
5 Search Engine Marketing: This chapter is the core of the thesis, exploring SEO and SEA strategies for Baidu. It presents data from expert interviews and literature, analyzing various aspects of SEO, such as content optimization, keyword research, backlink acquisition, site structure, and mobile optimization. The chapter provides detailed information on Baidu's PPC platform, advertising formats, and account setup procedures. It also examines the relationship between PPC and organic search rankings.
Keywords
Search Engine Marketing (SEM), Search Engine Optimization (SEO), Search Engine Advertising (SEA), Pay-Per-Click (PPC), Baidu, China, Internet Censorship, Social Media, Mobile Search, Online Advertising, Keyword Research, Backlinks, Web Analytics, Chinese Online Market.
Frequently Asked Questions: A Comprehensive Guide to Search Engine Marketing in China
What is the main objective of this thesis?
The primary goal is to offer a thorough guide for successfully implementing Search Engine Marketing (SEM) strategies within the Chinese market, particularly focusing on Baidu, the dominant search engine. The thesis blends theoretical frameworks with practical data gathered from expert interviews and literature reviews.
What are the key themes explored in this thesis?
The key themes include: the evolution of China's online environment and its major platforms; the landscape of Chinese search engines and the challenges of internet censorship; effective SEO techniques for Baidu; effective SEA/PPC strategies for Baidu; and the importance of web analytics in monitoring SEM campaigns in China.
What topics are covered in each chapter?
Chapter 1 (Introduction): Sets the context, defines the research problem and questions, states the thesis objective (exploring effective SEM strategies for Baidu), and details the methodology. Chapter 2 (China and Online Media): Provides an overview of China's online user base, the online media landscape (including social media), and its characteristics. Chapter 3 (Search Engines in China): Analyzes the competitive landscape of Chinese search engines, focusing on Baidu's dominance and the challenges of censorship and mobile search. Chapter 4 (Internet Censorship in China): Explores the mechanisms of internet censorship in China, its impact on search engines, and methods to circumvent censorship. Chapter 5 (Search Engine Marketing): The core chapter, detailing SEO and SEA strategies for Baidu, using data from expert interviews and literature. It covers SEO techniques (content, backlinks, site structure etc.), Baidu's PPC platform, and the relationship between PPC and organic rankings.
What specific SEO techniques are discussed?
The thesis delves into various SEO aspects, including content optimization, keyword research, backlink acquisition, site structure improvements, mobile optimization, the importance of avoiding Flash & JavaScript, meta description tags, Chinese language optimization, image optimization (filenames and alt-attributes), XML sitemaps, Baidu Webmaster Tools, the role of the ISP, domain considerations, and general and China-specific SEO recommendations.
What aspects of Search Engine Advertising (SEA) or Pay-Per-Click (PPC) are covered?
The thesis covers the general workings of PPC, Baidu's PPC platform, specific Baidu advertising formats (Paid Search, Contextual Ad – C Pro, Brand Link), account setup, and the influence of PPC on organic rankings.
Who were the experts interviewed?
The thesis includes interviews with several experts: Tait Lawton (Nanjing Marketing Group), Anita Zheng (Baidu SEO service provider), Mark Burns (Wordbank), and Marchi Ma (Charm Click).
What keywords are associated with this thesis?
Key terms include: Search Engine Marketing (SEM), Search Engine Optimization (SEO), Search Engine Advertising (SEA), Pay-Per-Click (PPC), Baidu, China, Internet Censorship, Social Media, Mobile Search, Online Advertising, Keyword Research, Backlinks, Web Analytics, and the Chinese Online Market.
What is the overall scope of the thesis?
This thesis offers a comprehensive and practical guide to understanding and implementing effective SEM strategies specifically tailored to the unique context of the Chinese online market, emphasizing the dominance of Baidu and the challenges posed by internet censorship.
- Quote paper
- Anita Gerstmayr (Author), 2013, Search Engine Marketing for the Chinese Market, Munich, GRIN Verlag, https://www.grin.com/document/274263
