Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 32451
In Search of Excellence – Google vs Baidu

Authors: Linda, Sau-ling LAI


This paper compares the search engine marketing strategies adopted in China and the Western countries through two illustrative cases, namely, Google and Baidu. Marketers in the West use search engine optimization (SEO) to rank their sites higher for queries in Google. Baidu, however, offers paid search placement, or the selling of engine results for particular keywords to the higher bidders. Whereas Google has been providing innovative services ranging from Google Map to Google Blog, Baidu remains focused on search services – the one that it does best. The challenges and opportunities of the Chinese Internet market offered to global entrepreneurs are also discussed in the paper

Keywords: Search Engine, Web analytics, Google, Baidu

Digital Object Identifier (DOI):

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2317


[1] Grappone, J., and Cousin, G. Search Engine Optimization (SEO): An Hour a Day, 3rd ed. Hoboken, NJ: Sybex, 2011.
[2] Cheng, P. "Baidu-s six years", China Tech Story, September 2005. (accessed Dec 2011).
[3] China Daily. "Baidu Gains More Search Market Share in Q3." October 2010. content_ 11430298.htm (accessed December 2011).
[4] Wells, T. "Baidu Profits from Google-s China Exit.", July 2010. Googles- China-Exit (accessed December 2011)
[5] Bansal, R. "Growth of the Electronic Commerce in China and India: A Comparative Perspective," Journal of Asia-Pacific Business, 12(4):356- 374, (2011)