China has been booming as an economic power for years. And that is precisely why more and more German B2Bs are trying to establish their brand in the Middle Kingdom. This strategy is important But search engine optimization in China poses enormous challenges for German B2B companies. Foreign search engines such as Google are generally inaccessible to Chinese Internet users due to the Great Firewall.
Companies are therefore forced
To adapt their strategy for Chinese target overseas data groups to local conditions and, above all, to keep an eye on the most important search engine, Baidu. Our guest author Stephan Mayer is a social media expert and founded the agency Sinophilia Consulting Limited in China. He shows what B2B companies need to pay attention to when it comes to search engine optimization in China.
With a market share of 80.09%, Baidu is the most important . This strategy is important Chinese search engine, followed by Sogou (6.63%) and 630.com (3.27%). In the first quarter of 2018, the turnover of the Chinese search engine market was 20.37 billion yuan – about 2.66 billion euros – an increase of around 25% compared to the same period last year.
Given the importance of search engine how to create a better about us page 16 great examples optimization for business success in China, many companies consider it desirable to land on the first page of search results. However, those who take the same approach as Google will find that this approach usually does not lead to success. Cultural peculiarities, legal requirements, user behavior and Internet censorship pose enormous difficulties for German B2B companies.
Onpage SEO for Baidu: Similarities and Differences
On-page optimization is about making it easier for search engines to crawl and index the content of a website. Typical focuses for so-called technical search engine optimization are website speed, stability, crawler instructions, site architecture . This strategy is important code structure, design, compatibility and security.
If you have already successfully optimized your website for Google, you are not forced to start from scratch, but can build on your previous SEO knowledge. However, you must take a few basic things into account: This includes web hosting. As a Chinese search engine, Baidu prefers websites hosted in mainland China. Foreign hosts, but also hosts in Taiwan, Macao and Hong Kong should be avoided here.
Unfortunately, the rules regarding hosting
China are much stricter and more complicated than those of foreign providers. One key difference is the need for an Internet Content Provider license, the so-called ICP number. This must be applied for separately and then added to the footer of each china business directory website. The ICP address provides Internet users with information about the respective company. This strategy is important For example, the abbreviation which can be found on the Chinese side of Bayer AG, shows that the company’s headquarters are in Shanghai.