Entering this market is not easy, from three different points of view:
The company will have to develop appropriate marketing strategies for the Chinese market
The company will have build the site and develop SEO strategies based on clearly different variables than those to which we are accustomed with Western search engines
Overcoming the language barrier, which will be present at all stages, from design to sales management
In this article we will focus solely on the second point, and we will generally refer to the Baidu search engine, which dominates the Chinese scene with over 70% of market share, followed by Qihoo 360, (13%, up) and Sogou + soso (8.2%). Google is no longer present, since in 2010 he abandoned the Asian market.
The variables that define the rankings on Baidu are very different than Google and Bing, which sets the standards in the Western world (we will talk soon about Yandex, used mainly in Russia).
As in the previous article about search factors on Google, our intent is to make available our knowledge and the results of our tests in order to create a dynamic information manual, continuously updated.
For better readability, we have divided the ranking factors into six sections: