As global businesses aim to tap into China's vast digital market, understanding the landscape of Chinese search engines becomes paramount. With over a billion internet users, China's online ecosystem offers immense opportunities, but it operates differently from Western counterparts. This guide delves into the intricacies of Chinese search engines, emphasizing the dominance of Baidu, and provides actionable steps to establish a strong online presence in China.

Understanding the Chinese Search Engine Landscape

In contrast to many countries where Google reigns supreme, China's search engine market is diverse and tailored to its unique regulatory and cultural context. As of 2025, the market shares are as follows:

  • Baidu: 60%
  • Sogou: 15%
  • So.com (360 Search / Haosou): 11%
  • Bing: 7%
  • Yandex: 2%
  • Shenma: 2%
  • Google: 1%

Baidu remains the dominant Chinese search engine, especially in the mobile sector, where it holds a significant market share. Its comprehensive suite of services and deep integration into Chinese digital life make it an indispensable platform for businesses targeting Chinese consumers.

Why Google Doesn’t Work in China

Google has been blocked in mainland China since 2010 due to censorship and data sovereignty issues. As a result, Chinese internet users rely on local search engines that comply with the government’s internet regulations and content filtering policies. This environment has given rise to several homegrown platforms that dominate China's search landscape.


Major Search Engines in China


1. Baidu (百度)

Market share: ~60–70% (depending on source and device type)

Baidu is often called “the Google of China,” and it’s the leading search engine for both desktop and mobile users. It offers a wide range of services beyond search, including Baidu Maps, Baidu Zhidao (Q&A), Baike (Wikipedia-like), and Baidu Tieba (forums).

Features for marketers:

  • Baidu PPC (Pay Per Click) ads
  • Baidu Display Network
  • Baidu SEO requires Chinese-language content, proper indexing via Baidu Webmaster Tools, and local server hosting (ideally with an ICP license)

Note: Baidu’s algorithm favors Chinese-language content and locally hosted websites. Foreign brands often need help from Chinese digital marketing agencies to set up and optimize their presence.



2. Sogou (搜狗)

Market share: ~15–20% before merging with Tencent’s ecosystem

Overview: Sogou used to be the second-largest search engine, known for its strong integration with Tencent’s products like WeChat and QQ. In 2021, it was fully acquired by Tencent.

Key advantage:

  • Sougou indexes WeChat public account content, making it essential for brands with WeChat Official Accounts
  • Integrated with Sogou Input Method (widely used for typing Chinese)

Marketing relevance:

  • Good for WeChat content amplification
  • Less competitive PPC costs compared to Baidu


3. 360 Search (so.com)

Market share: ~5-10%

Overview: Run by Qihoo 360, this search engine emphasizes privacy and security. It has a niche but loyal user base, particularly among users concerned with cybersecurity.

Marketing features:

  • Offers its own PPC platform
  • Lower CPC (Cost Per Click) than Baidu
  • Favored by some B2B and tech-savvy demographics


4. Shenma

Market share: ~2–5% (mobile-first)

Shenma is a mobile-only search engine developed by Alibaba and UCWeb. Its audience skews younger and mobile-heavy.

Why it matters:

  • Embedded in UC Browser (popular among budget Android phones)
  • Strong Alibaba ecosystem integration (e-commerce search + mobile ads)


5. WeChat Search

Market share: Not traditional but critical for brand presence

Overview: While not a classic web search engine, WeChat’s internal search function is used by hundreds of millions daily. Users can search for mini-programs, brand accounts, articles, services, and products within the WeChat ecosystem.

WeChat search is important for:

  • Content marketing via WeChat Official Accounts
  • SEO inside WeChat
  • Reputation management


Search Engine Advertising in China

Baidu PPC (Baidu Advertising, Baidu SEM)

  • Similar to Google Ads
  • Requires a Chinese business license or local partner
  • Ad copy and landing pages must follow censorship rules
  • Click costs are higher than most alternatives

Sogou, 360, Shenma Ads

  • Offer lower CPCs
  • Easier to enter for niche markets
  • Still require local presence or ICP license


Chinese SEO Best Practices

  • Host in China or Hong Kong – For better load speed and indexing
  • Use Simplified Chinese – Machine translation won't rank well
  • Get an ICP license – Required for websites hosted in mainland China
  • Mobile-first – Optimize for mobile browsing
  • Content localization – Tailor topics to Chinese search behaviors and culture
  • Backlink strategy – Build links from Chinese domains, forums, and media platforms
  • Monitor censorship-sensitive content – Avoid banned topics and terms


Challenges for International Brands

  • Chinese language barrier: Content must be culturally and linguistically localized.
  • Regulatory compliance: Understanding data, content, and advertising regulations.
  • Complex user journey: Search engines are just part of a fragmented digital ecosystem that includes WeChat, Xiaohongshu (Rednote), and Douyin.
  • Technical infrastructure: Requires knowledge of Chinese web hosting, firewall constraints, and local tools.


Why Baidu is Crucial for Your Business in China

1. Unparalleled Reach

Baidu processes billions of search queries daily, offering access to a vast audience actively seeking information, products, and services. Its dominance in the Chinese search engine market ensures that businesses can connect with potential customers effectively.

2. Cultural and Linguistic Alignment

Baidu's algorithms are optimized for Simplified Chinese and understand local idioms and search behaviors, ensuring that content resonates with the target audience.

3. Advanced Advertising Capabilities

Baidu offers sophisticated advertising tools, including Pay-Per-Click (PPC) campaigns, display ads, and native advertising, allowing for precise targeting based on demographics, interests, and behaviors.

4. Enhanced Brand Credibility

A strong presence on Baidu not only increases visibility but also builds trust among Chinese consumers, who often equate search engine rankings with brand authority.


Steps to Establish Your Presence on Baidu

1. Website Localization

Ensure your website is fully translated into Simplified Chinese, with culturally relevant content that appeals to local sensibilities.

2. Obtain an ICP License

An Internet Content Provider (ICP) license is mandatory for websites hosted in China. This license legitimizes your online presence and is crucial for Baidu SEO.

3. Optimize for Baidu SEO

  • Keyword Strategy: Use Baidu's Keyword Planner to identify relevant keywords.
  • Meta Tags: Craft concise title tags (within 54 characters) and meta descriptions (under 108 characters), placing important keywords at the beginning.
  • Content Quality: Produce high-quality, informative content that aligns with local interests and search behaviors.
  • Mobile Optimization: Ensure your website is mobile-friendly, as Baidu prioritizes mobile-optimized sites. 

4. Leverage Baidu's Ecosystem

Utilize Baidu's suite of services, such as Baidu Baike (encyclopedia), Baidu Baijiahao, Baidu Tieba (forums), and Baidu Zhidao (Q&A), to enhance your brand's visibility and authority.


How YIVA Digital Can Assist?

At YIVA Digital, we specialize in bridging the gap between global brands and the Chinese market. Here's how we can support your journey:

  • Website Localization: Translating and adapting your website content to resonate with Chinese audiences.
  • ICP Licensing Assistance: Guiding you through the process of obtaining the necessary licenses for legal operation in China.
  • Baidu SEO and PPC Campaigns: Developing and managing strategies to enhance your visibility and drive targeted traffic.
  • Continuous Support: Providing ongoing analysis and optimization to ensure sustained success in the dynamic Chinese digital landscape.

Ready to Expand into China? Navigating China's search engine landscape requires expertise and local knowledge. Partner with YIVA Digital to ensure your brand not only enters the market but thrives within it.

Contact us today to begin your journey into China's digital frontier.