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share tweet share pin it e-mail share A company’s name is the most ubiquitous part of its brand. It’s what people type into Google, it’s on business cards, stationery and coffee cups. Even when a logo is universally-recognized, people see the swoosh and instantly think the name, “Nike.” That’s why a name is so important. That’s why Anderson Consulting spent a reported $100 million dollars on its rebranding as Accenture. When it comes to China, you might think, “My brand won’t change just because I’m expanding to a new country!” You couldn’t be more wrong! An awareness of the necessary intercultural adjustments is the key to choosing a name that will help your brand succeed with Chinese consumers. A Western brand by any other name What’s the first thing Chinese consumers think of when they hear the word “America”? It’s a beautiful country – that’s … [Read more...] about Postcards from China: Branding and Creating Chinese Names for International Companies –

China, as the biggest eCommerce market in the world, is a highly exciting prospect for website owners. As well as huge opportunities, there are also great challenges, not least because of the cultural, linguistic and technical differences between the web in China and what internet professionals in the Western hemisphere are used to. As 8 is the Chinese lucky number and superstition plays a strong role in Chinese culture, I would like to use this blog post to share the 8 most important SEO tips for Baidu, WeChat and the other giants of the China Wide Web. This Chinese Checklist for SEO runs down the 8 most important points you need to be aware of when conducting search engine optimization in the Chinese market. 1. Don’t do SEO for transactional search terms – focus on informational keywords Sales don’t usually take place in the online shops of manufacturers or merchants, so you shouldn’t be trying to drive traffic from search engines to your online shop. Chinese … [Read more...] about Postcards from China – 8 SEO Treasures for the World’s Biggest eCommerce Market

If you’re a marketer, you probably took note of the news that November 11, China’s Singles’ Day, broke worldwide sales records with $14.3 billion in gross sales — equivalent to seven times the volume Cyber Monday generated in 2014. We were curious about the impact this Chinese event may have had on our US stats, so data scientists at Bing Ads (my employer) dug into the numbers. The information they found tells three significant stories: 1. Cross-Border Search And E-Commerce Know No Boundaries Singles’ Day is an event specific to China, yet it is making inroads in the US, as Chinese living in the US or Chinese Americans also embrace the shopping holiday. China’s Singles’ Day is a day of shopping much like our Cyber Monday. Because of the general nature of the holiday (any retail is desired!), all retail search marketers in the US can experiment with promotions to a targeted location where a higher population of Chinese Americans live. These … [Read more...] about China’s Singles’ Day Catches On In US

App search engine Quixey has announced a relationship with Alibaba in China that will bring its search capabilities to the latter’s mobile operating system YunOS. Quixey enables users to search for content within apps — essentially what Google does for PC search Quixey is doing for apps. Quixey calls this “functional search.” It depends on so-called deep linking supported by the company’s AppURL standard. In its press release Quixey declares that through its Alibaba partnership, AppURL is or will become “the official deep linking standard in China.” Alibaba previously invested $50 million in Quixey. Both Google and Facebook are also pursuing in-app linking. For Google the ability to surface content from apps in mobile search results is a key to greater mobile relevance and usage. Rival Facebook said not long ago that its “App Link” has enabled more than one billion in-app links. Quixey also announced a developer program in China … [Read more...] about App Search Engine Quixey Annouces China Deal With Alibaba

Doing SEO in China is much different from anywhere else in the world. One of the biggest reasons for this is due to the Golden Shield Project, also known as The Great Firewall of China. This is the largest and most sophisticated firewall in the world, which affects anyone accessing the internet in mainland China. When the Chinese government decided to open up internet access to its citizens, it sought a way to protect people from seeing certain pieces of content like pornography, gun sales sites and political groups. The answer was to implement the Golden Shield Project. With the explosion of the middle class in China and rapidly growing internet access penetration, China now has a huge internet market for companies around the world to tap into. However, the search landscape is much different. Baidu, Qihoo 360 and Sogou are king when it comes to China’s search engine market share. These are companies that tapped into a rapidly growing market at the right time, and succeeded by … [Read more...] about What SEOs Need To Know About China’s Golden Shield Project