As of 2025, China has ranked first among countries with the most internet users, sitting at a comfortable 1.11 billion. Despite having the highest online population, breaking into the Chinese market as a digital business is no easy feat, especially when it comes to Chinese search engines.
Unlike the rest of the world, where Google is the sole contender, the search engine market in China is a whole other story.
If they’re not using Google, the question is: what are they using instead?
The answer? Local search engines.
China’s search engine market is shaped by local players who operate according to their own rules, algorithms, and cultural sensitivities.
If you’re targeting the Chinese market and are looking to garner attraction from the East, the only obvious way would be to familiarize yourself with the search engines used here. Here’s everything you need to know about the top 5 search engines in China.
Top 5 Search Engines China Is Using
Entering the Chinese market isn’t as simple as translating your website to Chinese and running Google ad campaigns. The search engines in China are vastly different from the rest of the world due to censorship laws and the Great Firewall.
Here are some of the top search engines used in China.
1. Baidu
Baidu, China’s most well-known search engine, was founded in 2000 and has since become the Google of China. It has a market share of 51.45 % and is the go-to platform for a majority of Chinese users, so much so that it has reeled in users from the United States and Japan.
What started out as a homepage allowing companies to bid on ad space has now evolved far beyond mere search. Baidu has its own Baike (China’s very own Wikipedia), Baidu Maps, artificial intelligence, and even a cloud storage solution.
The way Chinese users consume the Internet is inherently different from the rest of the world. China has nearly 1.4 billion mobile phone users and nearly 95.8 % of those access the web using their mobiles. Since Baidu offers users a seamless mobile experience, it’s no wonder it’s China’s first search engine choice.
If you’re a digital business looking to break your way into the Chinese market, ranking on Baidu is your best bet. To rank, however, your website should ideally be locally hosted, have an ICP license, and use simplified Chinese characters.
2. Bing
Microsoft developed Bing in 2009 in hopes of competing with Google. While it doesn’t have the same hold on the Chinese market as Baidu, Bing does have a market share of roughly 30.71 %, making it the second most popular search engine in China.
Bing is a great option for foreign businesses looking for an easy entry point into the Chinese market since Bing operates on familiar algorithms and English content. However, it’s important to keep in mind that due to Bing’s smaller usership, results may be impacted by local censorship.
3. Sogou
Sogou, which literally translates to “search dog” in Mandarin, was launched in 2004 and was later acquired by Tencent, China’s major tech giant, in 2013. Sogou has a market share of 2.69%.
Sogou is best known for its advanced voice recognition technology, language processing capabilities, seamless searching with WeChat, a popular messaging app in China, and multilingual support.
Its algorithm values original content, site authority, and websites that use simplified Chinese and that are hosted with local servers. Another important ranking factor is backlinks; however, the emphasis here seems to be on their quantity rather than quality.
4. 360 Search
Formerly known as Haosou, 360 Search was launched in 2012 and has since undergone quite a few domain changes. With a market share of 9.05 %, 360 Search is most well-known for its security features and is also powered by Tencent.
360 Search offers a clean, straightforward interface and comes preinstalled on most Chinese computers, making it China’s all-famous Internet Explorer. Since it comes with a built-in antivirus, websites with higher authority tend to rank higher. It’s also worth mentioning that 360 Search has relatively lower competition, which results in a lower cost-per-click on paid ads.
5. Shenma
Out of all the search engines mentioned, Shenma is relatively newer, having launched in 2014. It was a joint venture between Alibaba and UCWeb and focuses primarily on mobile search, which is one of the major differentiating factors between Shenma and other top contenders in China.
Since it has close ties to Alibaba, products listed on Taobao or Tmall can be given direct links and are inherently given priority over others. As of January 2025, Shenma has a market share of 0.06 %.
Comparing Major Chinese Search Engines
| Search Engine | Market Share | Unique Features | Strengths | Weaknesses |
| Baidu | 51.45% | AI, Local Services, Cloud Integration | Largest user base, Deep cultural insights | Needs an ICP license, Strict regulations |
| Bing | 30.71% | English support | Easier for foreign businesses | Limited reach, Censorship |
| Sogou | 2.69% | Voice Search, Tencent Integration | Integrated with WeChat, User-friendly | Less robust ad system |
| 360 Search | 9.05% | Security, Antivirus | High trustworthiness, Lower CPC | Smaller consumer base |
| Shenma | 0.06% | Mobile-first, Alibaba Integration | Great for mobile eCommerce | No desktop presence |
Major Differences Between Chinese and Western Search Engines
If you’re trying to enter the Chinese market, it’s best to start by understanding how Chinese search engines differ from the ones the rest of the world uses.
1. Language
Chinese search engines have been optimized for simplified Chinese. This includes characters, idioms, and even cultural references. Without properly localized content, you might not even show up in the results.
2. Mobile Usage
Mobile usage is rampant across the globe, but nobody does it like the Chinese do. With over 95.8 % of the mobile-owning population accessing the web via their phones, it only makes sense to optimize your website for mobile usage.
3. Hosting and Compliance
Chinese search engines such as Baidu and Bing require websites to be hosted locally within China and have ICP licenses, which certify that your website is in compliance with Chinese regulations. This is a major difference from Western search engines like Google, which allow websites to be hosted from anywhere across the globe.
4. Social Integration
Search engines like Google may prioritize backlinks, but it’s a different story on this side of the world. Social integration and user engagement are highly emphasized, especially since social platforms like WeChat are closely integrated with Chinese search engines.
Your Cheat Code to SEO Strategy Success
1. Localize Your Content
To rank on Chinese search engines, you need to localize content by understanding Chinese consumer behavior and using culturally relevant terms.
Also read: SEO Localization Guide: Everything You Need to Know
2. Host In China
For better speed and performance, use a local Chinese hosting service.
3. Optimize for Mobile Usage
Most users access the web via smartphones, so make sure your site is mobile-friendly.
4. Comply with Local Regulations
Make sure your content complies with China’s internet censorship laws.
5. Integrate Social Platforms
Promote your brand on platforms like WeChat, Weibo, and Xiaohongshu to drive traffic and improve your search rankings.
What It Takes to Rank in China
Are you ready to conquer the Chinese digital market? Cracking the Chinese SEO code is all about understanding how the game is played. It’s different. It’s complex. And yes, it takes effort.
But with over a billion internet users, the opportunity is too big to ignore. As the market evolves, new platforms and strategies are creating space for businesses that are willing to adapt.
At the end of the day, winning in China’s search engine world isn’t about quick fixes. It’s about showing up, learning the landscape, and building something that truly connects with Chinese consumers.
Do that, and you’ll find your audience.
Are you ready to conquer the Chinese market? At EC Innovations, we provide professional Chinese translation services to get your business noticed in China. Contact us today to get started!
