Chinese Search Engine Usage and Marketing
Insights on Chinese search engine usage and marketing.
In 1642 England descended into civil war with King Charles I pitted against the English Parliament. With his powers declining the King attempted to swing the balance of power back to absolute rule, by using force if necessary.
With the democratic process undermined the country slipped into a brutal civil war, the Cavaliers supporting the King and the Roundheads lead by Oliver Cromwell fighting for the right of the People. Charles was defeated and executed.
Taobao is the world’s largest online shopping website. It is a C2C & B2C platform on which most goods are sold at a fixed price. An average of 4,800 items are sold on Taobao per minute (Chinese link). In 2012 they announced sales of over 1 trillion Yuan (157 Billion USD) for Taobao and sister-site TMall.
So, how should you go about marketing on Taobao? Read more...
I recently posted about Baidu account verification and I mentioned I'd follow up with an explanation of trust rank, called 信誉度 (xinyudu) by Baidu.
Trust rank shows up for advertisers that have verified their accounts. As you can see in the image below, when you hover over the "V" icon of a paid search result, you can see a popup that shows the company info and the trust rank stars.
Baidu is now making most existing Baidu pay per click customers jump through yet another hoop.
Here's a translated excerpt from the official announcement:
In order to further strengthen an honest marketing environment on Baidu search as well as provide the most benefit for searchers and advertisers, Baidu launched an authenticity verification initiative in 2012. This initiative effectively helped advertisers improve the reliability of their advertisements. The initiative now applies to the majority of Baidu clients. Read more...
I recently talked to somebody that had setup a new business and they wanted some guidance on this question:
"Which marketing channel would be better for us at the beginning: Pay per click or SEO?"
I'll answer this in a way that's relevant to English and Chinese marketing.
First of all, let me say that there is no one-size fits all answer to the question of pay per click (PPC) vs. SEO. It depends on the situation. Read more...
Traffic Now or Traffic Later...
Somebody recently asked me:
"We are currently asking a freelancer to do English-to-Chinese translation on the content found on our main website. I wonder if SEO keyword research could be done now so that we can pass on the info to our translator so that he can keep in mind the various keywords he should use when translating the materials. Or is it more efficient to do this as well as rest of SEO when the Chinese website is up and running? Read more...
Some of the most common questions I hear from website owners that are considering entering the Chinese market are about hosting and domain names. Questions like “Do I need to host my site in China?”, “Should I use a .cn, .com.cn or something else?” and “Will my site get blocked?” Read more...
I received an email asking: “What type of tools are useful for testing broad/exact search volumes (including long tails) for China?”
For this question, I’ll assume that we’re talking about keyword research for a new market, so using data from existing websites isn’t possible.
Here are the 4 tools we use the most.
Google AdWords Keyword Tool