Top 5 Chinese Search Engines

The number of internet users in China will surpass one billion in 2021, making it the largest online market in the world.

Global enterprises, however, confront a particular set of difficulties as they attempt to establish a presence in this quickly expanding digital economy, including the need to optimise their websites for the country with the largest population. 
 
In contrast to the rest of the globe, where Google is without a doubt king of search engines, in June 2022 it only had 3.56 percent of the Chinese market.
 
Its largest international rival, Bing, performed marginally better, with a 11.47 percent market share.
 
However, Chinese internet users still require a way to browse the internet for goods and information.
 
What search engines do they use if not those that are widely used elsewhere in the world?

Domestic search engines, naturally created in China for usage in China.
 
This article will discuss the top five search engines in the People's Republic of China (PRC) and offer advice on how to use them to accomplish your objectives, whether you're trying to break into the Chinese internet market or draw in new clients from the east.
 
 

Which Search Engines Are Popular in China?

Even though there are cultural variations from nation to nation and occasionally area to region throughout the world, Western businesses frequently have little familiarity with Chinese customs. And it also applies to the used search engines.
 
What websites do the Chinese use to search the internet for items? 

Top five are as follows:
 

1. Baidu

Similar to how the verb "to Google" has evolved to mean to look something up online, people in China "Baidu" things.
 
It dominates the PRC search engine market by more than 75% and draws some users from other nations, such as the United States and Japan.
 
In 2000, Baidu was founded with investment from Silicon Valley as a simple site that let businesses compete for advertising space. Since then, it has expanded into a variety of internet-related goods and services in addition to search, artificial intelligence, and other areas.
 

Things You Need To Know

Sites using simplified Chinese characters are the only ones that Baidu indexes.
 
Therefore, if you don't have a website in Mandarin, you won't appear.
 
Websites housed on Chinese servers are also preferred.
 
You need an Internet Content Provider License to host websites in the PRC.
 
Because Baidu's image AI is not as sophisticated as Google's, homepage rank still factors into its ranks, as do meta keywords.
 
To ensure that the picture is understood, image alt texts and metadata are crucial.
 
Additionally, HTTPS is a ranking indication that appears to consider the prominence, quality, and speed of the information as well.

It's also crucial to keep in mind that Baidu does not handle JavaScript well, so on both the desktop and mobile versions of your site, all content and links should be in plain HTML.
 

2. Sogou

Sogou, which is roughly translated as "search dog," was first introduced in 2004 and currently commands a 4.83 percent share of the domestic Chinese search market.
 
It concluded a $3.5 billion deal to become a Tencent subsidiary in September 2021, a technology giant with interests in gaming, social media, and entertainment.
 

Things You Need To Know

Original content and site authority are highly valued by Sogou's search algorithm.
 
It prefers websites with simplified Chinese and those located on Chinese servers, similar to Baidu.
 
The importance of backlinks as a ranking element seems to lean more toward number than quality. Title tags are crucial, although meta descriptions don't seem to be as significant.
 
Sogou is the default search engine for QQ Browser, QQ Messenger, and WeChat—all significant apps in the Chinese market—because of its affiliation with Tencent.
 

3. Haosuo

Haosuo, also known as Qihoo 360 Search and s.com, is ranked third in the local Chinese search engine industry. It was introduced in 2012 and has since operated under the domain names so.360.cn, so.com, and haosou.com.
 
It became Haosuo in 2016 and was supported by one of China's biggest internet service providers, Qihoo 360.
 
An easier-to-use interface and a stronger emphasis on mobile experiences were part of this adjustment.
 

Things You Need To Know

Most Chinese laptops come with the Qihoo 360 browser preloaded, making it China's equivalent of Internet Explorer. There is little information on whether elderly who struggle with technology are the main users, though.
 
Haosuo is a significant participant in B2B marketing since Chinese companies encourage using it due to its security characteristics.
 
Additionally, rankings seem to reflect this emphasis on cybersecurity, with sites that have more authority and credibility appearing to be ranked higher.
 
On 360 Search, there is less competition, which frequently results in a reduced cost-per-click for paid advertisements.
 
It could be simpler for overseas businesses to advertise on this platform if the unit is situated in Hong Kong.
 

4. Shenma

Shenma, a joint venture between Alibaba, the world's largest online retailer, and UC Web, claims 1.74% of the Chinese market.
 
One of the most popular online browsers, UC, uses it as its default search engine.
 
Shenma stands out from the competitors and the majority of search engines because it is only available on mobile devices.
 

Shenma, which bills itself as the "experts in mobile search," combines a search engine and an app store.

Things You Need To Know

Because of its affiliation with Alibaba, Shenma is able to give direct links to product sites.
 
Along with applications, it's frequently utilised for apparel, books, and household products.
 
The attention provided to items posted on Taobao or Tmall (Alibaba shopping properties) enhances their placement in search results.
 

5. Youdao

Youdao, a part of the Chinese internet technology corporation NetEase, functions more like a platform for online learning than a conventional search engine.
 
Users can search for websites, photos, news, and—possibly most significantly for non-Chinese users—entries that translate Chinese to English.
 

Things You Need To Know

More than 20 languages can be translated from Mandarin using Youdao.
 
It offers sample sentences and word use guidance and is the PRC's largest translation tool and online dictionary.
 
The average age of Youdao users is under 24.
 
It provides chances for foreign businesses wishing to sell international items in China, with students and high-income individuals making up the majority of its users.