If you want to be found in mainland China, Google is not the answer. Baidu is. Here is how they differ and what it means for you.
What is the difference?
Baidu is China's dominant search engine, while Google is largely inaccessible in mainland China. They use different ranking signals, and Baidu tends to favour its own properties and China hosted, Chinese language sites.
Which reaches Chinese users?
Baidu, inside mainland China. Google still matters for reaching overseas Chinese and most of the rest of the world, so the right choice depends entirely on where your audience actually is.
How is Baidu SEO different?
It rewards Chinese language content, often expects an ICP licence and China based hosting for good performance, and gives weight to Baidu's own ecosystem. A site built only for Google rarely performs well on Baidu without local work.
Do you need both?
If you sell in mainland China and elsewhere, usually yes. Baidu covers the mainland; Google covers overseas markets and diaspora audiences. They are separate projects, not one campaign.
How do you start with Baidu?
Sort out hosting and any licensing, publish genuinely useful Chinese content, and treat Baidu as its own discipline. The same clarity that helps in AI search and GEO helps here too. Talk to us about China search.
Can I just use Google SEO for China?
No. Google is largely inaccessible in mainland China, and Baidu ranks differently. You need Baidu specific work for the mainland.
Do I need an ICP licence for Baidu?
For strong Baidu performance, China based hosting and an ICP licence usually help a lot. Settle this early.
Does Baidu favour Chinese content?
Yes. Baidu rewards Chinese language, locally hosted content and its own ecosystem properties.
Do I need both Baidu and Google?
If you target mainland China and other markets, usually yes. They are separate audiences and separate projects.
Want to be found in China? Talk to us about China search.
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