China Search Engine Landscape – Baidu leads the search engine market share in 2017

China search engine landscape

China search engine landscape – Nov 2017

Google, Bing and Yahoo are the top three search engines in the western world, however, the search engine market differs completely over in the east. In China, the number of internet users has now surpassed 771.9 million, 625.1 million of which access the internet through a smartphone. The development of mobile internet remains the principal factor that boosts the growth of internet users in China.

So, what are the top search engines in China?

In China, the top 3 search engines are Baidu, Haosou and Sogou. Google, Bing and Yahoo, along with other small Chinese search engines only make up 3.4% of the entire search engine market for November 2017.

What are the market changes over the past 1-3 years?

Statistics show that over the past year, Baidu has gained increasing search engine market share, now accounting for  80.64% in November 2017. In the past few years, there’s been a decrease in search engine market share from Haosou who had 12.74% of the market share in China, however, this figure has decreased to 8.44%.

On the other hand, Bing is one of the only Western search engines that people in China are legally allowed to access to. The Chinese search engine even shows a ‘domestic edition’ and an ‘international edition’. So, although the search engine market share for Google is only 1.91%, it is quite telling, considering Chinese accessing Google will to do so using a VPN. With crackdowns on VPNs from Q3 of 2017, we will likely see a massive impact here

What’s new at the Chinese search Baidu?

The Chinese search engine, Baidu, with around 80% market share in China, has reached several milestones this year, especially with the ramping up of Mobile Instant Pages (MIP). Over one billion mobile pages are now on MIP, and every day there are hundreds of millions of clicks to MIP from Baidu search. Earlier this year, Baidu provided some top tips on Search Engine Optimisation (SEO) through its Webmaster Tools program. Keeping your page size (HTML) to 128KB and keeping your URL short and sweet, can help your page rank higher! The biggest threat in 2017, is from the social media giants leading to Baidu’s competitors, Tencent and Sogou, investing in Zhihu.

 2017 Insights

With over 300 million searches on Weibo every day, and the mistrust of official information censored on Baidu, Weibo is fast becoming the biggest real word-of-mouth search and content discovery platform.



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