SEO

Top 5 Chinese Search Engines & How They Work

Published

2 years ago

July 14, 2022

In 2021, China surpassed one billion internet users, making it the biggest online market in the world.

But as global businesses seek to gain a foothold in this rapidly growing digital economy, they face a unique set of challenges, including optimizing their websites for the world’s most populous nation.

Unlike in the rest of the world, where Google is the undisputed king of search engines, it held just 3.56% of the Chinese market in June 2022.

Bing, its main global competitor, fared slightly better, with an 11.47% market share.

But Chinese internet users still need a means of finding products and information on the web.

If they’re not using the search engines popular in the rest of the world, what are they using?

Domestic search engines, designed in China for use in China, of course.

To help you enter the Chinese online market or attract new customers from the east, this piece will cover the top five search engines in the People’s Republic of China (PRC) and give you tips for using them to reach your goals.

But before we get to that, it’s important to get some background information.

The Internet And Censorship In China

Though it had supported simplified and traditional Chinese searches since 2000, Google did not officially join the Chinese mainland market until 2006.

At this time, the country had just 137 million internet users.

Just four years later, the search engine giant abandoned the country in favor of Hong Kong to avoid Chinese censors.

In response, the Chinese government banned Google search sites in all languages.

This was all set in motion by an internet explosion in 2009.

Worried about the impacts of unrestricted access to information, the Chinese Ministry of Industry and Information Technology issued the Circular on Computer Pre-Loaded Green Internet Filter Software.

This required a web filter on all devices made or sold in China to block access to certain sites, including news, streaming, and social media sites, among others. More sites are added to this list every year and if you’re worried your domain is included, you can check here.

But where there’s a will, there’s always a way and enterprising and tech-savvy Chinese citizens have turned to use virtual private networks (VPNs) to access restricted sites.

Surprisingly, while there are numerous VPNs on the list of blocked sites, their use is not illegal.

And while this workaround exists, it’s simply not a significant means of driving traffic to western sites from the Asian country.

Google To Return To China?

It’s hard to imagine the world’s biggest search engine would completely forgo the world’s biggest online market and there have been hints it intends to return at some point.

In a 2018 letter obtained by the New York Times, hundreds of Google employees signed a letter objecting to working on a censored Chinese version of the search engine, which was being built in secret.

However, just one year later, Karan Bhatia, a vice president of government affairs and public policy at Google testified before a Senate Judiciary Committee that the project had been terminated.

But that hasn’t silenced murmuring that the company plans to get back into the Chinese market. If it does, it will be in for stiff competition from homegrown search engines that are already well-entrenched.

But more on that in a bit.

First, let’s talk about how the Chinese online marketplace and the Asian giant’s unique customer journey.

How Chinese Consumers Shop Online

The first thing every ecommerce company that wants to do business in China needs to understand is that the way Chinese consumers use the internet is very different from what most non-Chinese companies are used to.

For one thing, while mobile internet surpasses usage on computers in most countries, it does not dominate search traffic in the way it does in China.

In 2020, almost every Chinese internet user (99.7%) accessed the web via their smartphone.

By comparison, 32.8% accessed the internet via desktop and only 28.2% on laptop computers. Thus, any company entering the online marketplace in the country would be wise to focus its efforts on the mobile market.

Chinese consumers also rarely visit company or brand websites, preferring instead single-entry points where numerous brands are represented. Instead of searching for specific products, they tend to perform extensive research and read (often automated) recommendations before making a purchase.

Social media and influencers also have a strong influence on purchasing decisions.

On- and off-line sales channels tend to be more integrated with the PRC, while the line between entertainment and shopping is fuzzy.

Chinese users can often click on items they like in social media posts and buy them in a linked online store.

Additionally, Chinese merchants place an emphasis on customer service, which contributes to high levels of purchasing loyalty.

What Search Engines Is China Using?

While cultural differences exist from country to country, and sometimes region to region everywhere in the world, Chinese norms are often quite unfamiliar to Western companies. And that includes the search engines used.

So, what sites are the Chinese using to find things on the internet? Here are the top five:

1. Baidu – China’s Answer To Google

Much like “to Google” has become a standard verb meaning to look something up online, in China people “Baidu” something.

It controls more than 75% of the search engine market in the PRC and even brings in some users from other countries, including the U.S. and Japan.

Baidu got its start with funding from Silicon Valley in 2000, initially as just a homepage that allowed companies to bid on ad space. Since then, it has expanded not just into search, but also artificial intelligence and a number of internet-related products and services.

What You Need To Know

Baidu only indexes sites that use simplified Chinese characters.

That means if you don’t have a Mandarin website, you won’t show up.

It also prefers websites that are hosted on Chinese servers.

To host a website in the PRC, you must have an Internet Content Provider License.

Search engine position is determined by homepage and Baidu’s rankings still include meta keywords, partially due to image AI that is not as advanced as Google’s.

That means image alt texts and metadata are important to ensuring its image understanding.

HTTPS is also included as a ranking signal and it seems to take loading speed, content quality, and content prominence into account as well.

It’s also important to note that Baidu does not handle JavaScript well, so all content and links should be in plain HTML on both mobile and desktop versions of your site.

2. Sogou – Search-Dog

Initially launched in 2004, Sogou (literally “search dog”) holds the second spot in the domestic Chinese search market, claiming a 4.83% share.

In September 2021, it completed a $3.5 billion merger to become a subsidiary of Tencent, a technology company with gaming, social media, and entertainment interests.

What You Need To Know

Sogou’s search algorithm places a high value on original content and site authority.

Like Baidu, it favors websites that use simplified Chinese and those hosted on Chinese servers.

Backlinks are an important ranking factor, with the emphasis seemingly on quantity rather than quality. Meta descriptions don’t seem to be as important, but title tags are vital.

Because of its connection to Tencent, Sogou is the default search engine for QQ Browser, QQ Messenger, and WeChat, all major apps in the Chinese market.

3. Haosuo – Secure Search

Also known as Qihoo 360 Search and s.com, Haosuo comes in at #3 in the Chinese domestic search engine market. Launched in 2012, it went through a series of domain changes, operating as so.360.cn, so.com, and haosou.com.

Backed by one of China’s largest internet providers (Qihoo 360), it became Haosuo in 2016.

This change came with a simplified interface and an increased focus on mobile experiences.

What You Need To Know

The Qihoo 360 browser comes preinstalled on most Chinese computers, making it the Internet Explorer of China. No word on whether it’s used primarily by technologically challenged seniors, though.

Known for its security features, any Chinese businesses recommend their employees use Haosuo, making it a powerful player in B2B marketing.

Also, this cybersecurity emphasis appears to be reflected in rankings, with sites with higher authority and trustworthiness seeming to be ranked higher.

There is less competition on 360 Search, which often means a lower cost-per-click on paid ads.

A unit based in Hong Kong may also make it easier for foreign companies to advertise on this platform.

4. Shenma – The First Name In Mobile

A venture between ecommerce giant Alibaba and UC Web, Shenma claims 1.74% of the Chinese market.

It is the default search engine on the UC web browser, which is one of the most used browsers.

What differentiates Shenma from the competition, and most search engines for that matter is that it is mobile-only.

Calling itself the “experts in mobile search,” Shenma is a combination search engine and app store.

What You Need To Know

Shenma’s link with Alibaba allows it to include direct links to product pages.

It’s widely used for home goods, clothing, and books, as well as apps.

Products that are listed on Taobao or Tmall (Alibaba shopping properties) are given priority, which improves placement in search results.

5. Youdao – The Translation Search Engine

A division of Chinese internet technology company NetEase, Youdao operates more like an online education platform than a traditional search engine.

It allows users to search websites, images, news, and perhaps most importantly to foreign users, Chinese-to-English entries.

What You Need To Know

Youdao can translate Mandarin into more than 20 languages.

It is the biggest translation tool and online dictionary in the PRC, providing example sentences and word usage help.

More than half of Youdao’s users are 24 or younger.

Primarily used by students and high-income individuals, it offers opportunities for foreign companies looking to sell international products in China.

Getting Started In SEO In China

Getting a foot in the door in China’s search engine rankings can be tricky.

And if you don’t have a site in Mandarin, preferably hosted within the PRC, it can be very tough.

But in a country of more than 1 billion internet users, it’s worth the effort.

Baidu is the big dog on the block, but it doesn’t dominate the Chinese market in the same way Google dominates the American one.

Competitors are finding new ways to carve out their own niches.

And this provides opportunities for international companies.

International SEO requires some extra work, but by doing your research, becoming familiar with Chinese search habits, and working within the confines of the PRC’s internet environment, you can claim your spot in the rankings and expand into new markets.

More resources:

Featured Image: Shayli/Shutterstock

Related Topics:Chinese Engines Search seo top Work

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SEO

Google Further Postpones Third-Party Cookie Deprecation In Chrome

Published

3 hours ago

April 25, 2024

Max

Close-up of a document with a grid and a red stamp that reads "delayed" over the word "status" due to Chrome's deprecation of third-party cookies.

Google has again delayed its plan to phase out third-party cookies in the Chrome web browser. The latest postponement comes after ongoing challenges in reconciling feedback from industry stakeholders and regulators.

The announcement was made in Google and the UK’s Competition and Markets Authority (CMA) joint quarterly report on the Privacy Sandbox initiative, scheduled for release on April 26.

Chrome’s Third-Party Cookie Phaseout Pushed To 2025

Google states it “will not complete third-party cookie deprecation during the second half of Q4” this year as planned.

Instead, the tech giant aims to begin deprecating third-party cookies in Chrome “starting early next year,” assuming an agreement can be reached with the CMA and the UK’s Information Commissioner’s Office (ICO).

The statement reads:

“We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It’s also critical that the CMA has sufficient time to review all evidence, including results from industry tests, which the CMA has asked market participants to provide by the end of June.”

Continued Engagement With Regulators

Google reiterated its commitment to “engaging closely with the CMA and ICO” throughout the process and hopes to conclude discussions this year.

This marks the third delay to Google’s plan to deprecate third-party cookies, initially aiming for a Q3 2023 phaseout before pushing it back to late 2024.

The postponements reflect the challenges in transitioning away from cross-site user tracking while balancing privacy and advertiser interests.

Transition Period & Impact

In January, Chrome began restricting third-party cookie access for 1% of users globally. This percentage was expected to gradually increase until 100% of users were covered by Q3 2024.

However, the latest delay gives websites and services more time to migrate away from third-party cookie dependencies through Google’s limited “deprecation trials” program.

The trials offer temporary cookie access extensions until December 27, 2024, for non-advertising use cases that can demonstrate direct user impact and functional breakage.

While easing the transition, the trials have strict eligibility rules. Advertising-related services are ineligible, and origins matching known ad-related domains are rejected.

Google states the program aims to address functional issues rather than relieve general data collection inconveniences.

Publisher & Advertiser Implications

The repeated delays highlight the potential disruption for digital publishers and advertisers relying on third-party cookie tracking.

Industry groups have raised concerns that restricting cross-site tracking could push websites toward more opaque privacy-invasive practices.

However, privacy advocates view the phaseout as crucial in preventing covert user profiling across the web.

With the latest postponement, all parties have more time to prepare for the eventual loss of third-party cookies and adopt Google’s proposed Privacy Sandbox APIs as replacements.

Featured Image: Novikov Aleksey/Shutterstock

SEO

How To Write ChatGPT Prompts To Get The Best Results

Published

22 hours ago

April 24, 2024

Max

How To Write ChatGPT Prompts To Get The Best Results

ChatGPT is a game changer in the field of SEO. This powerful language model can generate human-like content, making it an invaluable tool for SEO professionals.

However, the prompts you provide largely determine the quality of the output.

To unlock the full potential of ChatGPT and create content that resonates with your audience and search engines, writing effective prompts is crucial.

In this comprehensive guide, we’ll explore the art of writing prompts for ChatGPT, covering everything from basic techniques to advanced strategies for layering prompts and generating high-quality, SEO-friendly content.

Writing Prompts For ChatGPT

What Is A ChatGPT Prompt?

A ChatGPT prompt is an instruction or discussion topic a user provides for the ChatGPT AI model to respond to.

The prompt can be a question, statement, or any other stimulus to spark creativity, reflection, or engagement.

Users can use the prompt to generate ideas, share their thoughts, or start a conversation.

ChatGPT prompts are designed to be open-ended and can be customized based on the user’s preferences and interests.

How To Write Prompts For ChatGPT

Start by giving ChatGPT a writing prompt, such as, “Write a short story about a person who discovers they have a superpower.”

ChatGPT will then generate a response based on your prompt. Depending on the prompt’s complexity and the level of detail you requested, the answer may be a few sentences or several paragraphs long.

Use the ChatGPT-generated response as a starting point for your writing. You can take the ideas and concepts presented in the answer and expand upon them, adding your own unique spin to the story.

If you want to generate additional ideas, try asking ChatGPT follow-up questions related to your original prompt.

For example, you could ask, “What challenges might the person face in exploring their newfound superpower?” Or, “How might the person’s relationships with others be affected by their superpower?”

Remember that ChatGPT’s answers are generated by artificial intelligence and may not always be perfect or exactly what you want.

However, they can still be a great source of inspiration and help you start writing.

Must-Have GPTs Assistant

I recommend installing the WebBrowser Assistant created by the OpenAI Team. This tool allows you to add relevant Bing results to your ChatGPT prompts.

This assistant adds the first web results to your ChatGPT prompts for more accurate and up-to-date conversations.

It is very easy to install in only two clicks. (Click on Start Chat.)

Screenshot from ChatGPT, April 2024

For example, if I ask, “Who is Vincent Terrasi?,” ChatGPT has no answer.

With WebBrower Assistant, the assistant creates a new prompt with the first Bing results, and now ChatGPT knows who Vincent Terrasi is.

Screenshot from ChatGPT, March 2023

You can test other GPT assistants available in the GPTs search engine if you want to use Google results.

Master Reverse Prompt Engineering

ChatGPT can be an excellent tool for reverse engineering prompts because it generates natural and engaging responses to any given input.

By analyzing the prompts generated by ChatGPT, it is possible to gain insight into the model’s underlying thought processes and decision-making strategies.

One key benefit of using ChatGPT to reverse engineer prompts is that the model is highly transparent in its decision-making.

This means that the reasoning and logic behind each response can be traced, making it easier to understand how the model arrives at its conclusions.

Once you’ve done this a few times for different types of content, you’ll gain insight into crafting more effective prompts.

Prepare Your ChatGPT For Generating Prompts

First, activate the reverse prompt engineering.

Type the following prompt: “Enable Reverse Prompt Engineering? By Reverse Prompt Engineering I mean creating a prompt from a given text.”

Screenshot from ChatGPT, March 2023

ChatGPT is now ready to generate your prompt. You can test the product description in a new chatbot session and evaluate the generated prompt.

Type: “Create a very technical reverse prompt engineering template for a product description about iPhone 11.”

Reverse Prompt engineering via WebChatGPT

Screenshot from ChatGPT, March 2023

The result is amazing. You can test with a full text that you want to reproduce. Here is an example of a prompt for selling a Kindle on Amazon.

Type: “Reverse Prompt engineer the following {product), capture the writing style and the length of the text :
product =”

Reverse prompt engineering: Amazon product

Screenshot from ChatGPT, March 2023

I tested it on an SEJ blog post. Enjoy the analysis – it is excellent.

Type: “Reverse Prompt engineer the following {text}, capture the tone and writing style of the {text} to include in the prompt :
text = all text coming from https://www.searchenginejournal.com/google-bard-training-data/478941/”

Reverse prompt engineering an SEJ blog post

Screenshot from ChatGPT, March 2023

But be careful not to use ChatGPT to generate your texts. It is just a personal assistant.

Go Deeper

Prompts and examples for SEO:

Keyword research and content ideas prompt: “Provide a list of 20 long-tail keyword ideas related to ‘local SEO strategies’ along with brief content topic descriptions for each keyword.”
Optimizing content for featured snippets prompt: “Write a 40-50 word paragraph optimized for the query ‘what is the featured snippet in Google search’ that could potentially earn the featured snippet.”
Creating meta descriptions prompt: “Draft a compelling meta description for the following blog post title: ’10 Technical SEO Factors You Can’t Ignore in 2024′.”

Important Considerations:

Always Fact-Check: While ChatGPT can be a helpful tool, it’s crucial to remember that it may generate inaccurate or fabricated information. Always verify any facts, statistics, or quotes generated by ChatGPT before incorporating them into your content.
Maintain Control and Creativity: Use ChatGPT as a tool to assist your writing, not replace it. Don’t rely on it to do your thinking or create content from scratch. Your unique perspective and creativity are essential for producing high-quality, engaging content.
Iteration is Key: Refine and revise the outputs generated by ChatGPT to ensure they align with your voice, style, and intended message.

Additional Prompts for Rewording and SEO:
– Rewrite this sentence to be more concise and impactful.
– Suggest alternative phrasing for this section to improve clarity.
– Identify opportunities to incorporate relevant internal and external links.
– Analyze the keyword density and suggest improvements for better SEO.

Remember, while ChatGPT can be a valuable tool, it’s essential to use it responsibly and maintain control over your content creation process.

Experiment And Refine Your Prompting Techniques

Writing effective prompts for ChatGPT is an essential skill for any SEO professional who wants to harness the power of AI-generated content.

Hopefully, the insights and examples shared in this article can inspire you and help guide you to crafting stronger prompts that yield high-quality content.

Remember to experiment with layering prompts, iterating on the output, and continually refining your prompting techniques.

This will help you stay ahead of the curve in the ever-changing world of SEO.

More resources:

Featured Image: Tapati Rinchumrus/Shutterstock

SEO

Measuring Content Impact Across The Customer Journey

Published

2 days ago

April 23, 2024

Max

Measuring Content Impact Across The Customer Journey

Understanding the impact of your content at every touchpoint of the customer journey is essential – but that’s easier said than done. From attracting potential leads to nurturing them into loyal customers, there are many touchpoints to look into.

So how do you identify and take advantage of these opportunities for growth?

Watch this on-demand webinar and learn a comprehensive approach for measuring the value of your content initiatives, so you can optimize resource allocation for maximum impact.

You’ll learn:

Fresh methods for measuring your content’s impact.
Fascinating insights using first-touch attribution, and how it differs from the usual last-touch perspective.
Ways to persuade decision-makers to invest in more content by showcasing its value convincingly.

With Bill Franklin and Oliver Tani of DAC Group, we unravel the nuances of attribution modeling, emphasizing the significance of layering first-touch and last-touch attribution within your measurement strategy.

Check out these insights to help you craft compelling content tailored to each stage, using an approach rooted in first-hand experience to ensure your content resonates.

Whether you’re a seasoned marketer or new to content measurement, this webinar promises valuable insights and actionable tactics to elevate your SEO game and optimize your content initiatives for success.

View the slides below or check out the full webinar for all the details.