{"id":5636,"date":"2025-03-02T17:45:00","date_gmt":"2025-03-02T17:45:00","guid":{"rendered":"https:\/\/seoagencychina.com\/?p=5636"},"modified":"2025-03-03T09:34:45","modified_gmt":"2025-03-03T09:34:45","slug":"top-chinese-search-engines","status":"publish","type":"post","link":"https:\/\/seoagencychina.com\/top-chinese-search-engines\/","title":{"rendered":"What Are The Most Popular Chinese Search Engines?"},"content":{"rendered":"\n

For years, Baidu was the undisputed king of search in China<\/strong>, but in 2025, Bing has unexpectedly surged in market share<\/strong>, now controlling over 30% of searches<\/strong>. What happened? Why are more Chinese users choosing Bing, and what does this mean for businesses looking to succeed in China\u2019s search ecosystem?<\/strong><\/p>\n\n\n\n

In this article, we break down:
\u2714 Why Baidu still dominates<\/strong> (and why it\u2019s losing ground)
\u2714 How Bing is gaining popularity<\/strong> among professionals & global news seekers
\u2714 How businesses should optimize their search engine strategy in China<\/strong><\/p>\n\n\n\n

This is no secret that search engine marketing<\/strong> is key to success in any market you are doing business in. And that is absolutely true for China even if agencies out there are focusing on the sexier side of communication in the country such as live-streaming and Chinese social media. The reality is that you can not hope to make it here without any SEO effort<\/strong>. <\/p>\n\n\n\n

With that said, this article was not written to convince you to do SEO but to introduce you to China’s most popular search engines<\/a><\/strong>. There is a wide variety of Chinese search engines that one can use when marketing content in China but today, we will only focus on the Top 5.<\/p>\n\n\n\n

Explanation of the Search Engine Market Share in China (2025)<\/strong><\/h3>\n\n\n\n
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Why Baidu Still Dominates?<\/strong><\/h4>\n\n\n\n

\ud83d\udccc Baidu remains the #1 search engine in China<\/strong> with over 50% market share<\/strong> because it\u2019s deeply embedded in China\u2019s digital ecosystem<\/strong>.
\ud83d\udccc Google left China in 2010<\/strong>, allowing Baidu to establish itself as the primary search engine<\/strong> with no real Western competition.
\ud83d\udccc Baidu\u2019s integration with Chinese platforms<\/strong> like Baidu Maps, Baidu Zhidao (Q&A), and its AI-powered search functions make it the default choice<\/strong> for most users.
\ud83d\udccc It\u2019s also the top choice for Chinese businesses<\/strong> when it comes to SEO and digital advertising (Baidu PPC Ads).<\/strong><\/p>\n\n\n\n

<\/p>\n\n\n\n

Why Has Bing Suddenly Gained Market Share?<\/strong><\/h4>\n\n\n\n

\ud83d\udccc Bing now holds nearly 31% of China\u2019s search market<\/strong>, a huge jump from past years<\/strong>.
\ud83d\udccc Unlike Google, Bing is still accessible in China<\/strong> because Microsoft complies with China\u2019s censorship regulations<\/strong>.
\ud83d\udccc Baidu\u2019s ad-heavy search results have pushed some users toward Bing<\/strong>, which provides cleaner, more objective results<\/strong>.
\ud83d\udccc Many professionals, students, and researchers prefer Bing for foreign-language searches and global news<\/strong>.
\ud83d\udccc Microsoft\u2019s AI-powered search and Bing Chat (ChatGPT integration)<\/strong> have attracted a new wave of tech-savvy users<\/strong>.<\/p>\n\n\n\n

\ud83d\ude80 China\u2019s search engine market is evolving fast. While Baidu remains king, Bing\u2019s rise proves that Chinese users are looking for more diverse search experiences.<\/strong> Who will win the AI search race? We\u2019ll be watching<\/p>\n\n\n\n

China’s Search Engines Market Overview<\/h2>\n\n\n\n

The Chinese search engine market boasts revenues of close to $26 billion<\/strong>. Baidu, a dominant player in this market, has witnessed remarkable growth since its inception in 2000.<\/p>\n\n\n\n

In 2022, nearly 821.5 million people in China were active search engine users<\/strong>, representing steady growth over the past years. This suggests that about 78.2% of China’s internet populace<\/strong> relies on search engines.<\/p>\n\n\n\n

Intense rivalry exists in the Chinese search engine landscape, with each competitor vying for a more significant market slice.<\/p>\n\n\n\n

Latest trends in popular Chinese search engines<\/h3>\n\n\n\n

In China, search behaviors have evolved in compelling ways. A prominent shift is towards mobile search; a staggering 98% of Chinese internet users now turn to their smartphones <\/strong>when using popular search engines.<\/p>\n\n\n\n

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Voice search<\/strong> is also gaining momentum. As voice recognition technology has become more sophisticated and user-friendly, more Chinese netizens are opting to speak their queries<\/strong> rather than type them.<\/p>\n\n\n\n

Health and wellness topics<\/strong> have also surged in online searches. The Chinese populace is displaying a heightened interest in fitness routines, nutritious diet plans, and mental health resources<\/strong>.<\/p>\n\n\n\n

Furthermore, the realm of e-commerce<\/strong> has not been left behind. As online shopping proliferates, there’s an uptick in e-commerce-related searches<\/strong>, reflecting China’s growing enthusiasm for digital retail experiences.<\/p>\n\n\n\n

What are China\u2019s Top 5 Search Engines?<\/h2>\n\n\n\n
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The No.1 Chinese Search Engine is Baidu<\/h3>\n\n\n\n

Baidu <\/a>is the default search engine in China. With almost 60% of the total market share as of 2023<\/strong>, Baidu is the leading Chinese search engine, far exceeding its competitors in China search engine market.<\/p>\n\n\n\n

However, if you look at desktop usage, Baidu’s market share drops to 42%. Actually, for most of the past years, Sogou was on top of Baidu when it came to desktop searches.<\/p>\n\n\n\n

If you look at mobile search only, then Baidu <\/a>largely dominates with more than 95% of the searches<\/strong>.<\/p>\n\n\n\n

\"Baidu<\/figure>\n\n\n\n

Baidu, just like Google has its own eco-system of sub-sites or mini-programs<\/strong> such as Baidu map, several forums, Q&A, content sharing app, cloud platform<\/strong>, and so on. This is one of the reasons for Baidu being the most popular search engine among Chinese users. With just one platform, they can do everything they need. <\/p>\n\n\n\n

Marketers will also be interested in the Baidu Paid ads program<\/strong> that offers a variety of formats and payment options.<\/p>\n\n\n\n

SEO on Baidu<\/a><\/strong> is a great way to boost your company’s visibility in China<\/strong>, and it works similarly to the process you’d use for Google. You’ll need both search engine optimization (SEO) as well as pay-per-click marketing (PPC), but careful planning of keywords and analyzing results through analytics will help ensure success!<\/p>\n\n\n\n

Although the process is similar, Baidu has its own particularities when it comes to SEO and PPC marketing. Don’t expect what is working on Google to work with Baidu. After all, their algorithm is not the same. For instance, Baidu will always favor the Chinese language<\/strong> as well as its own sub-site.<\/p>\n\n\n\n

\"Baidu<\/figure>\n\n\n\n

No. 2 Chinese Search engine: Bing<\/h3>\n\n\n\n

Bing<\/a><\/strong>, developed by Microsoft, holds a position in China’s competitive search engine market, even if it faces strong competition from local giants like Baidu. Although its market share in China is limited (around 17%<\/strong>), Bing’s integration with Microsoft’s range of services, including Office tools and cloud solutions<\/strong>, offers a distinct advantage. This not only gives users an integrated experience across devices but also optimizes their search activities.<\/p>\n\n\n\n

Bing has also been attentive to the local needs of Chinese users. It offers localized search suggestions, tailored news feeds, and improved search algorithms<\/strong> that cater to Chinese language and cultural specifics. Its design combines global standards with local preferences, ensuring an easy-to-navigate platform for its users.<\/p>\n\n\n\n

\"Bing<\/figure>\n\n\n\n

Another strength of Bing is its focus on delivering relevant and trustworthy search results<\/strong>. Instead of just listing numerous links, Bing emphasizes the quality and relevance of information. Additionally, with growing concerns over data privacy worldwide, Bing’s commitment to protecting user information gives it an edge with Chinese users who prioritize privacy.<\/p>\n\n\n\n

No. 3 Chinese Search engine: Sogou the contender<\/h3>\n\n\n\n

Sogou<\/strong><\/a> (\u641c\u72d7), meaning \u201csearching dog\u201d in English, is a Chinese search engine launched in 2004 and is currently the second-largest search engine in China.<\/p>\n\n\n\n

Sogou has lost a bit of popularity in 2021, mainly due to the success of Baidu on Mobile. However, Sogou has been doing well when it comes to desktops with almost 10% market share in 2023<\/strong>. Let’s not be shy to mention that over the course of 2023, Sogou repeatedly represented around 20% of desktop searches. <\/p>\n\n\n\n

\"Sogou<\/figure>\n\n\n\n

Sogou and Tencent have a history of collaboration, as for the longest time, Sogou was the only Chinese search engine where WeChat content could be found<\/strong>. This collaboration makes Sogou an important player in the market.<\/p>\n\n\n\n

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Sogou advertising examples<\/em><\/figcaption><\/figure>\n\n\n\n

When we talk about Sogou, we think about the input method, search and Sogou browser, and Sogou\u2019s recent layout of artificial intelligence<\/strong>. Sogou input method has always been appreciated by a huge population in China, with more than 480 million input method users, as of the time of writing.<\/p>\n\n\n\n

Sogou\u2019s main source of revenue just like Baidu is its paid ads program<\/strong>, with search and search-related contributions accounting for more than 90% of its revenue.<\/p>\n\n\n\n

Just like Baidu and Google, Sogou offers several mini-programs<\/strong> to its users that will also be featured on top of Sogou’s SERP.<\/p>\n\n\n\n

Haosou, also known as 360 Search<\/h3>\n\n\n\n

Haosou<\/strong>, also known as 360 Search<\/strong>, is a significant player in China’s search engine landscape, developed by Qihoo 360<\/strong>, a leading Chinese internet security company. While it doesn’t dominate the market in the same way Baidu does, Haosou has successfully carved a niche for itself by leveraging its core strengths.<\/p>\n\n\n\n

Rooted in its parent company’s expertise in cybersecurity, Haosou offers its users a secure searching environment<\/strong>, which has become a unique selling point<\/strong> in today’s data-conscious digital age. The search engine actively promotes safe browsing experiences by flagging potentially harmful websites<\/strong>, which is particularly appealing to users wary of cyber threats.<\/p>\n\n\n\n

Understanding the local nuances and user preferences, Haosou has tailored its search algorithms to be more in line with the linguistic and cultural specifics of Chinese users. This ensures more accurate and relevant search results, enhancing user satisfaction.<\/p>\n\n\n\n

In terms of features, Haosou incorporates local trends into its search functionalities<\/strong>. It offers localized search suggestions, custom-tailored content, and an easy-to-use interface that caters to the broad demographic of Chinese internet users.<\/p>\n\n\n\n

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Shenma<\/h3>\n\n\n\n

Shenma<\/strong> (\u795e\u9a6c\u641c\u7d22),  \u2018god horse search\u2019 in English, is a \u201cmobile-first\u201d search engine in China. It was launched in April 2014 and now it has become the fifth search engine in the Chinese market, with 3.80% of the market share<\/strong>. <\/p>\n\n\n\n

It is a joint venture between Alibaba Group and UC Web. As of 2023, Shenma is the second mobile search engine, accounting for 1.9% of the mobile search market with a pic at almost 6% in the course of the past year.<\/p>\n\n\n\n

\"Chinese<\/figure>\n\n\n\n

Shenma has a large amount of reference information and buyer reviews<\/strong> collected from the entire Alibaba Group and UC Web network, which is very useful for Chinese buyers, as they want to search for enough information before the purchase.<\/p>\n\n\n\n

Based on the Alibaba Cloud search technology for several years, Shenma has been tested by more than 500 million users of UC Browser. Shenma focuses on the mobile field and is determined to be an expert in mobile search.<\/p>\n\n\n\n

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Shenma aims at mobile search engine<\/figcaption><\/figure>\n\n\n\n

Chinese Search Engine Market: Competitive and Uncertain<\/h2>\n\n\n\n

Since the end of the last century, more than a dozen search engines have appeared in China, but none of them has been able to shake Baidu\u2019s position. Recently, the giant tech behemoth ByteDance has launched its own search engine<\/strong> to compete with other giants existing in the market. Will ByteDance\u2019s entry change the market landscape? No one can say for now.<\/p>\n\n\n\n

It seems the Chinese search engine market is a hotly contested spot among Chinese tech giants. Baidu, Tencent, Alibaba, and now the ByteDance, everyone is present in the market. No one wants to lose the chance. The competition among search giants is fierce.<\/p>\n\n\n\n

As there are many choices in SEO, it is complicated to do SEO and SEM in China. It all depends on your target audience and your budget.<\/p>\n\n\n\n

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\ud83d\udccc SEO Tips for Ranking on Bing China \ud83d\udd0d<\/strong><\/h2>\n\n\n\n
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Bing\u2019s algorithm is different from Baidu\u2019s\u2014here\u2019s how to rank higher and drive traffic<\/strong>:<\/p>\n\n\n\n

1\ufe0f\u20e3 Use High-Quality, Well-Structured Content \ud83d\udcdd<\/strong><\/h3>\n\n\n\n

\u2714 Bing prioritizes original, detailed, and well-organized articles<\/strong> over keyword stuffing.
\u2714 Long-form content with proper headings (H1, H2, H3) and structured data<\/strong> performs better.<\/p>\n\n\n\n

2\ufe0f\u20e3 Prioritize English & Bilingual Content \ud83c\udf0d<\/strong><\/h3>\n\n\n\n

\u2714 Unlike Baidu, Bing favors content in English<\/strong>, making it great for international businesses targeting China<\/strong>.
\u2714 If targeting Chinese users, use a mix of Mandarin & English SEO strategies<\/strong>.<\/p>\n\n\n\n

3\ufe0f\u20e3 Backlinks & Domain Authority Matter \ud83d\udd17<\/strong><\/h3>\n\n\n\n

\u2714 Bing values high-quality backlinks<\/strong> more than Baidu does\u2014focus on guest posts & partnerships<\/strong>.
\u2714 Building domain trust<\/strong> through official partnerships, government links, and academic sources<\/strong> improves rankings.<\/p>\n\n\n\n

4\ufe0f\u20e3 Optimize for AI-Powered Search (Bing Chat & Voice) \ud83c\udf99\ufe0f<\/strong><\/h3>\n\n\n\n

\u2714 Bing\u2019s search experience is becoming AI-driven<\/strong>, meaning natural language queries perform better<\/strong>.
\u2714 Optimize content for FAQ-style questions & voice search queries<\/strong>.<\/p>\n\n\n\n

5\ufe0f\u20e3 Technical SEO & Fast Loading Speed \u26a1<\/strong><\/h3>\n\n\n\n

\u2714 Bing rewards mobile-friendly, fast-loading sites<\/strong>\u2014use CDNs, image compression, and clean coding<\/strong>.
\u2714 Unlike Baidu, Bing doesn\u2019t prioritize China-hosted domains<\/strong>\u2014foreign websites can rank with strong optimization.<\/p>\n\n\n\n

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\ud83d\ude80 Final Thought: Should You Focus on Bing in China?<\/strong><\/h3>\n\n\n\n

\ud83d\udccc If your brand targets a global audience within China<\/strong>, Bing is a great alternative to Baidu<\/strong>.
\ud83d\udccc If you\u2019re a Chinese brand looking for mass visibility<\/strong>, Baidu is still king, but SEO diversification is key<\/strong>.
\ud83d\udccc The rise of AI-powered search (Bing Chat, Baidu Ernie Bot)<\/strong> means brands must adapt to conversational, content-driven SEO<\/strong>.<\/p>\n\n\n\n

China\u2019s search engine game is changing\u2014will your brand adapt or fall behind?<\/strong><\/p>\n\n\n\n

<\/p>\n\n\n\n

We Are Experts in Chinese SEO! <\/h2>\n\n\n\n
\"SEO<\/figure>\n\n\n\n

In today’s digital age, understanding the vast landscape of Chinese search engines is no longer an option \u2013 it’s a necessity. And who better to guide your brand through the intricacies of this unique market than the experts at Gentlemen Marketing Agency?<\/p>\n\n\n\n

China’s digital ecosystem is a world of its own, distinct in its culture, consumer behavior, and technology. As a brand aiming to thrive in this vibrant environment, you need the right strategy, tools, and insights. This is where we come in.<\/p>\n\n\n\n

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Our Comprehensive Services:<\/h3>\n\n\n\n