Chinese Search Market - Baidu vs. Google China

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Baidu is the most powerful search engine in China. Google China is second to Baidu. These two huge players account for almost 90% of the market share in Chinese search market. If you want to succeed in Chinese search market, you\'d better know Baidu better!

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  • http://www.internetworldstats.com/top20.htmObviously, the potential in China is huge and barely untapped.“China added 40 million Web users in the first half for a total of 338 million at the end of June, according to government data. The nation overtook the U.S. as the world’s biggest Internet market by users last year.”(http://www.bloomberg.com/apps/news?pid=20601087&sid=aRWdLWbYcjU0)
  • The increase in the number of Chinese Internet users remains robust.
  • Chinese Search Market - Baidu vs. Google China

    1. 1. Baidu ranking algorithm & how it differs from Google.cn<br /><ul><li>- Alice Chen
    2. 2. alice.chen@businessol.com</li></li></ul><li>85% different results between Baidu & Google China!<br />2/26<br />
    3. 3. Agenda<br />China<br />Why the Chinese Market?<br />Different Search Interaction<br />Baidu<br />About Baidu<br />Why Baidu can be No.1 in China?<br />Baidu vs. Google<br />Comparison<br />SEO & Marketing Tips<br />3/26<br />
    4. 4. Agenda<br />China<br /> Why the Chinese Market?<br />Baidu<br /> Why Baidu can be No.1 in China?<br />Baidu vs. Google<br /> Comparison<br />
    5. 5. 1. The People’s Republic of China (aka China 中國)<br />Area: World&apos;s fourth largest country (after Russia, Canada, and US);<br />Population: 1,338,612,968 (July 2009 est.)<br />Language: Mandarin Chinese, Cantonese and etc.<br />4/26<br />
    6. 6. 1.1. Why the Chinese Market?<br />*World Internet User Statistics were updated for September 30, 2009.<br />The number of Internet users in China: 360 million (vs. 228 million in the US)<br />Internet penetration rate: 26.9%(vs.74% in the US)<br />
    7. 7. 1.1. Why the Chinese Market?<br />The number of Internet users increased by 40 million compared with late 2008, up 13.4% within six months.<br />The number of Internet users in China: 340million (vs. 230million in the US)<br />Internet penetration rate: 25.5%(vs.74% in the US)<br />5/26<br />
    8. 8. 1.2. DIFFERENT SEARCH INTERACTION: Scan Pattern<br />US: largely standardized into a Golden Triangle/ F Shape scan pattern<br />China: No consistent pattern, little standardized behavior<br />6/26<br />8<br />
    9. 9. 1.2. DIFFERENT SEARCH INTERACTION: Scan Pattern<br />Why?<br />Chinese does not have an alphabet but uses a logographic system for its written language, where concepts take their final meaning from a group of combined symbols<br />Example: <br />TOTRYTOPUTINAWESTERNCONCEPTUALFRAMEWORK,IMAGINEHOWDIFFICULTITWOULDBETOSCANMEANINGFROMTHISPARAGRAPHIFOURALPHABETWASEXTENDEDTO2000CHARACTERS…<br />To try to put in a Western conceptual framework, image how difficult it would be to scan meaning from this paragraph if our alphabet was extended to 2000 characters…<br />7/26<br />9/21<br />
    10. 10. 1.2. DIFFERENT SEARCH INTERACTION: Scan Pattern<br />Also, the amount of time spent on the page before the first click are different.<br />Google US: <br /> 8 to 10 seconds<br />Google China: <br /> 30 seconds<br />Faster/<br />Slower<br />3X!!! <br />8/26<br />10/21<br />
    11. 11. In what direction is Chinese written?<br />Traditionally, Chinese was written from top to bottom and then right to left. <br />Nowadays, China has switched to the European style of left to right, top to bottom. <br />
    12. 12. 2. Baidu百度<br />9/26<br />
    13. 13. About Baidu<br /><ul><li> Founded: Beijing, China (2000)
    14. 14. Area served: China, Japan
    15. 15. Multi-media content: MP3 music and movies, and the first one in China to offer WAP and PDA-based mobile search (700 million mobile phone subscribers in China).
    16. 16. Baidu offers a number of services to locate information, products and services using Chinese-language search terms
    17. 17. 57 search and community services including BaiduBaike, Baidu Post Bar, Baidu Internet TV and etc…</li></ul>10/26<br />
    18. 18. 2.2. Why Baidu can be No.1 in China?(or Why Google cn can not?)<br />Market Positioning<br />First mover advantage<br />Download/MP3 factor<br />Google’s server down time<br />11/26<br />
    19. 19. 2.2. Why it can be No.1 in China?<br />1) Market Positioning<br /> 12/26<br />
    20. 20. 2.2. Why it can be No.1 in China?<br />1) Market Positioning: “Phonetic” or “Pin-Yin” search<br />13/26<br />
    21. 21. 2.2. Why it can be No.1 in China?<br />1) Market Positioning<br />A Canadian website?!<br />Pornographic content?!<br />14/26<br />
    22. 22. 2.2. Why it can be No.1 in China?<br />2) First mover advantage<br />15/26<br />
    23. 23. 2.2. Why it can be No.1 in China?<br />Online music has always been the top Internet application in China, and its use rate continued to climb and reached 85.5% in July 2009.<br />3) Download (MP3) factor<br />16/26<br />
    24. 24. 2.2. Why it can be No.1 in China?<br />4. Google’s Server Down Time<br />Strict Chinese Governmental Regulations<br />17/26<br />
    25. 25. 3.Baidu vs. Google.cn<br />18/26<br />
    26. 26. 62% Baidu vs. 29%Google China<br />19/26<br />
    27. 27. Regional Market Shares<br /><ul><li>Lower brand awareness: Google’s market share in China’s rural areas is even less than 10%.</li></ul>10/10<br />
    28. 28. 3.1. Comparison<br />Users scan right to the bottomof the pages!<br />Users didn’t scan behind the 4th listing.<br />20/26<br />
    29. 29. 3.1. Comparison<br />Why the differences?<br />Quality of the results (a horrible search exp)<br />Paid search & organic results were not clearly divided.<br />2) All paid search results were placed BEFORE the organic search results.<br />21/26<br />
    30. 30. 3.1. Comparison<br />However, “Phoenix Nest” advertising system since Dec. 1, 2009<br />Results: Google-like Baidu<br />22/26<br />
    31. 31. 3.1. Comparison<br />Google<br />Baidu (latest version since Dec.1)<br />23/26<br />
    32. 32. 3.2. SEO & Marketing Tips<br />Title & Meta Tags<br />Meta description & Meta keywords tags are still useful in improving ranking in Baidu.<br />Content<br />6-12% keyword density for Baidu optimization<br />Linking<br />Link quantity &gt; link quality<br />Site Structure<br />Buidu doesn’t care as much for robots.txt and content duplication<br />24/26<br />
    33. 33. 3.2. SEO & Marketing Tips<br />Server<br />Hosting in Mainland China helps Baidu ranking significantly. However, not essential to get .com.cn or.cn domain names<br />Content Language<br />Simplified Chinese, so what about English?<br />Geographical Market<br />Simplified Chinese for Mainland China<br />Traditional Chinese for Hong Kong and Taiwan<br />Localized to the city/province will yield better conversion rate!<br />25/26<br />
    34. 34. Thank you! <br />The End…<br />26/26<br />Alice Chen<br />Alice.Chen@BusinessOL.com<br /> +1 (619) 699-0767 x248<br />
    35. 35. Google in China- Google’s Share of Total online ad revenue in mainland china per cent<br />
    36. 36. Will google.cn quit? Rethink about it!<br />Up to 30% of the market share and it’s still growing;<br />Leaving China would hamper Google&apos;s ability to keep up with local tastes and maintain relations with Chinese advertisers that target audiences both at home and abroad;<br />Good for its competitors;<br /> “I don&apos;t understand how that helps anything. I don&apos;t understand how that helps us and I don&apos;t understand how that helps China” <br /> – Steve Ballmer, Microsoft<br />
    37. 37. Chinese Search Market A war between Baidu & Google China<br />Chinese Government<br /><ul><li>- Alice Chen
    38. 38. alice.chen@businessol.com</li>

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