SEM & SEO
SEM (Search Engine Marketing) and SEO (Search Engine Optimization) are part of the basic marketing stack of any marketer. As buyers and consumers alike are searching for solutions online, search engines come into play. In the Chinese online marketing, there are multiple important search engines to consider:
Baidu: is the equivalent of Google search in China, the main destination when an user wants to search something from websites. In order for a company to stand out in Baidu, it is necessary to optimize content on your website for Baidu (SEO) as well as consider paid advertising on Baidu (SEM).
WeChat Search: WeChat is becoming the most popular search tool in China. Since more people are spending more time on WeChat - and most of what internet users need exists in WeChat, its search engine has become a powerful tool for brands in order the be found on WeChat. Everything you do on WeChat affects your search results, thus careful planning may give you competitive advantage.
Social search (Weibo, Douyin and others). Depending on your audience and channel strategy, you need to consider the search engines on these platforms
Other online and ecommerce platforms (Ctrip, Alibaba ecommerce platforms, Little Red Book ect). As a business, you want to consider the platforms where purchases are made. In order to maximize your online purchases, you need to maximize your search rankings and traffic from search engines.
