Nick Hu.pptx

Source PPTX: PPT/2025 Shenzhen SEO Conference Speaker Slides/Nick-Hu.pptx

===== Slide 1 =====
Unveiling China's Search Engine Marketing Current Landscape, Key Differences, and Future Trends
Speaker : Nick

===== Slide 2 =====
Media Trend Insights
- Diversification
Diversification reflects the vitality of
companies
, enhances brand trust, and full-chain coverage forms a virtuous closed loop.
、
、
Attention
Interest
Search
Purchase
Share
View
Search
Purchase
Share
Obtain information from multiple media channels such as social media, audio and video, web pages, advertisements, and TV, and develop interest.
Search for content related to women, such as beauty and fashion, clothing and accessories, mother and baby, and daily life.
Search for celebrity-endorsed products or trending topics.
Search for food and beverages, home cleaning products, clothing, daily necessities, and agricultural products, with relatively low average transaction values.
Get professional answers for different categories, such as searching for information on digital products, automobiles, and furniture.
Traditional e-commerce and emerging content-based e-commerce platforms.
Mainstream social media. Sharing platforms.

===== Slide 3 =====
11
2.Key Differences

===== Slide 4 =====
Ecosystem Differences Between Google and Baidu
Search Market Dominance
Dominates traditional web search globally
Largest search engine in China, but search behaviors in China are more fragmented
Alternative Search Behaviors
Niche verticals exist (Amazon for product search, YouTube for video, etc.) but Google remains central.
Users often bypass Baidu for social search, e.g. WeChat,
Xiaohongshu
, Douyin, Weibo
Link-Building Ecosystem
Vast, open, global internet with a huge network of sites, blogs, forums, and media outlets
Relatively fewer link opportunities; domestic ecosystem smaller and more controlled.
Platform Integration & SERP Features
Rich SERP features integrating Google’s own properties (YouTube, Maps, Google Shopping, Knowledge Graph), but still significant visibility for third-party sites.
SERPs heavily integrate Baidu-owned platforms (
Baike
,
Zhidao
,
Zhihu
,
Tieba
, Baidu
Wenku
), reducing visibility of independent sites
Content Format Bias
Rewards high-quality, user-focused content across formats (articles, video, interactive), with strong E-E-A-T signals.
Brand websites do rank, but also compete with content published on trusted domestic domains and Baidu’s own properties.
Social Media Influence on Search
Social signals indirect — social content may appear in Google but doesn’t dominate discovery.
Social media platforms play a major role in consumer discovery; activity on platforms like
Xiaohongshu
, Douyin, and WeChat.
Paid vs. Organic Balance
Organic search is still highly competitive with room for growth alongside ads.
Paid placements dominate above-the-fold; aggressive monetization reduces organic visibility.

===== Slide 5 =====
Technical Differences Between Google and Baidu
JavaScript rendering
Full rendering
Minimal
Canonical Tag Respect
Yes, widely honored
Often ignored
Mobile-First Indexing
Yes, primary focus
Yes, but less rigorous
Link Discovery in JS
Yes
Rarely
Rendering Passes
Two-pass (HTML then render)
Mostly single-pass HTML
Internationalization
Full
hreflang
support
Limited, no
hreflang
; geo-targeting via hosting/IP & language signals
Crawl Speed
High, with adaptive frequency
Slower, prioritizes mainland hosting

===== Slide 6 =====
G & B Algorithms - Content Quality
Since 2016, both Google and Baidu have updated their algorithms to focus on website content quality. From 2016 to 2020, Baidu launched an average new algorithm every year. From 2019 to 2021, Google made algorithm updates for three consecutive years.
2016
2017
2018
2019
2020
2023
谷歌算法
百度算法
Blue Sky
Regarding the issue of news source websites selling soft articles and directories, such as selling directories
Hurricane
Quality problems of page content, such as site cluster issues
Drizzle
Low-quality problems in the B2B field, such as poor data collection issues
Breeze
Bad aggregated pages, such as cross-domain content
BERT
Enhance websites with well-structured content that is beneficial for Google to understand the content
December
Improve the ranking of websites with clear and high-quality content
September
Update the algorithm for spam content and AI-generated content
2025
Reduce the visibility of useless content
Content

===== Slide 7 =====
G & B Algorithms - Intentions
As early as 2013, Google updated its algorithm to better meet user needs, enabling users to find results accurately and quickly. Starting from 2017, Baidu also launched new algorithms every year to combat websites with illegal titles, those that induce page scrolling, and fraudulent information, thereby enhancing user satisfaction.
2013
2015
2017
2018
2019
2025
谷歌算法
Qingfeng
Regarding the violations of the download site, such as the issue of deceptive downloads
Title Specifications
Regarding the issue of violating page titles, such as the problem of keyword repetition
Xinfeng
Regarding the issue of false page-turning inducement, such as the false page-turning problem
RankBrain
Incorporating language and personal search records into the algorithm can help better understand users' search intentions.
Hummingbird 3.0
Strengthening semantic understanding, long-tail keyword matching, and context awareness

===== Slide 8 =====
G & B Algorithms - User Experience
Since 2011, both Google and Baidu have updated their algorithms with a focus on user experience. In these algorithms, the importance of mobile search user experience has been emphasized.
2011
2014
2015
2019
2020
Ice Bucket
To address the issues related to the mobile landing page experience, such as the rational layout of advertisements
Content Permission Specifications
Regarding user permission issues, such as functional usage permissions
Panda
Punish websites with repetitive content and poor interaction.
Mobilegeddon
Enhance the user experience of mobile search and improve the ranking of mobile-friendly websites.
May Update
Improving content and user experience data can enhance a website's ranking.
2025
March Update
Core Web Vitals
（
LCP, FID, CLS
）
User Behavior
Crack down on pseudo-original content, focus on Time on site (>2.5 minutes) and reduce bounce rate.

===== Slide 9 =====
G & B Algorithms - Search Safety
In 2012-2013, Google and Baidu successively introduced new algorithms targeting external links. From 2016 to 2017, Baidu carried out three algorithm updates, severely cracking down on website hijacking, user hijacking and malicious click behaviors.
2012
2013
2016
2017
-11
2020
Lvluo
Crack down on link cheating behaviors such as link brokers and link trading
Penguin
Punish pages that use black-hat link-building techniques, as these pages are of low quality
Medic
Punish websites related to finance and health that lack EAT (Expertise, Authority, Trust)
2018
2017
-2
Fenghuo
Address malicious hijacking behaviors, such as redirect hijacking issues
Jinglei
Address malicious click fraud problems, such as malicious click fraud
January
Punish low-trust YMYL (Your Money Your Life) websites
2025
Anti-fraud and malicious content
AI anti-fraud system (intercepting fraud search results, identifying counterfeit websites)
Large model security firewall (detection of illegal websites, answering sensitive questions on behalf of users), multimodal content security solution (identifying risks in text, images, and videos)
Multimodal content security

===== Slide 10 =====
Google and Baidu Algorithms
NO.
Algorithm Type
Google Algorithm
Baidu Algorithm
1
Content Quality
BERT
: Boosting Sites with Well-structured Content that helps Google Understand the Content (2019)

December Core Update
: Improving Rankings of Sites with clear content and good quality (2020)

December Core Update
: Algorithm updates for spam, website user experience (2021)
Content
-
Reduce the visibility of useless content
(2025)
Hurricane Algorithm 3.0
: addressing page content quality issues, such as the site cluster problem (2017);

Blue sky algorithm
: for the problem of news source websites selling
advertorium
and directories, such as sales directories (2016);

Drizzle Algorithm 2.0
: for B2B low-quality problems, such as bad collection (2018);

Strong Wind algorithm
: for poor aggregation issues such as cross-domain content (2020).
2
User I
ntentions
Hummingbird
: Better Understanding of search keywords and intentions to provide more relevant search results (2013)
Hummingbird 3.0
-
Strengthening semantic understanding, long-tail keyword matching, and context awareness
(2025)
Title specification
: Addressing page title violations, such as keyword stuffing (2018);
3
User Experience
Mobilegeddon
: Improving Mobile Search User Experience and Ranking Mobile-friendly Websites (2015)
Core Web Vitals
（
LCP, FID, CLS
）
(2025)
Ice Bucket 5.0
: Addressing mobile landing page experience issues, such as well-placed ads (2014);
User Behavior
-
Crack down on pseudo-original content, focus on Time on site (>2.5 minutes) and reduce bounce rate.
(2025)
4
Search Safety
Penguin
: Penalize low quality pages for using black hat external linking (2012)
Anti-fraud and malicious content
-
AI anti-fraud system (intercepting fraud search results, identifying counterfeit websites)
(2025)
Green Luo Algorithm
: Combating hyperlink Cheating such as hyperlink intermediaries and buying and selling Links (2013);
Multimodal content security
-
Large model security firewall (detection of illegal websites, answering sensitive questions on behalf of users), multimodal content security solution (identifying risks in text, images, and videos)
(2025)

===== Slide 11 =====
3.Future Trends

===== Slide 12 =====
Agenda
Current Landscape
Key Differences
Future Trends
1
2
3

===== Slide 13 =====
Chinese
S
earch
E
ngine
M
arket
- Next 3-5 Years
The Chinese search engine market in the next 3
-
5 years may present the following
trends
.
1
3
2

===== Slide 14 =====
Future Trends
Dimensions
Current
Next 3-5 Years
Technology-driven
Key word matching, initial AI integration → Fully AI-native
Deep integration of large models, understanding user intent, generating direct answers
The competitive landscape
Baidu dominates, Bing grows, and vertical search rises
Diversified ecosystem competition: AI search tools, vertical domain experts, built-in search in super apps, and hardware entry services share the market together
User behavior
Mobile devices are dominant, with image-text search being prevalent.
Multimodal interaction: Voice, image, and video search are widely adopted; Search as a service: Shifting from "information retrieval" to "task completion" and "decision support".
Business model
Search advertising as the main source
Diversified monetization: More precise advertising, the rise of subscription-based models, transaction commissions, and enterprise-level API services
The evolution of the Chinese search engine market in the next 3 to 5 years will be extremely fierce. The deep integration of AI, the diversification of competitive dimensions, and the refinement of user demands will be the main driving forces.
🤖
🌐
📱
💸

===== Slide 15 =====
Baidu - 1 Billion Users
Baidu, as an important medium for users to obtain information, is a crucial endpoint for evaluating
brand reputation value
.
Trend 1
: The search ecosystem shows a "three-in-one" trend, among which diversification becomes an important feature and multi-platform interaction becomes the key to success.
Trend 2
: Diversified and platform-linked search is becoming increasingly mature, leading the new era search trend and helping users make search decisions.
AI
Aggregation
Diversification
Video
Note
Red Note/
Zhihu
Baijiahao
- Feed

===== Slide 16 =====
Toutiao – MAU(410 Million)
Toutiao -
Bytedance
Feeds Ads
, carrying rich information, directly guides traffic and improves conversion rate.
Recommendation
Search
Feeds Ads
Commercial ads
Website
SEO
✅
SEO
×
SEO
Recommend
Search
Drive
Promote
1
、
Personalized Recommendation
2
、
Search
Features:
Personalized for each user, the information pushed is mainly influenced by an individual's reading habits. It provides personalized information based on the user's search path, browsing type, and reading preferences.
Involvement method:
There is no room for SEO intervention. It is more recommended to cooperate with Toutiao officially to configure relevant recommended content based on user attributes, regions, and time, and weaken the strong recommendation mechanism caused by personal reading habits.
Features:
The ranking of search results is mainly influenced by keyword search volume, content quality, account authority, interaction, and
Methods:
Primarily SEO combined with paid ads. Through a combination of high-quality content and authoritative accounts for promotion, and with the support of SEO technology, the weight and popularity of the content are enhanced. This not only improves the ranking of positive information but also prevents the impact of search public opinion.

===== Slide 17 =====
Douyin - 1 Billion Users
Search value: The number of user searches has grown significantly. The year-on-year growth rate of search volume on Douyin reached
66.2%
. When users want to learn about a product (
35.1%),
they most frequently search on Douyin.
系统根据用户的特征和需求，在页面为每个人提供个性化的展示，每个人看到的内容或者商品都是自己喜欢的，目的在于提升匹配度。
Top short-video platforms, incubators of viral hits
Platform Features: On the Douyin platform, there is a small portion of personalized search results and time sensitivity.
Personalized Search Results Interpretation
Time Sensitivity Interpretation
The main difference between personalized search results and video search ranking positions is that, for example, video A ranks in the top ten on one phone, but video B is not visible in the top ten on another phone, but becomes visible when expanded to the top twenty
The time sensitivity of search results mainly stems from the high refresh frequency of the Douyin platform. Each time the search results are refreshed, they are different.

===== Slide 18 =====
Rednote
- MAU
（
350 Million
）
The largest lifestyle sharing community in China
Search value:
70%
of monthly active users have search behavior, among which 88% are active searches. Over
80%
of search users choose to use
Xiaohongshu
search when they initially learn about
products and services
.
系统根据用户的特征和需求，在页面为每个人提供个性化的展示，每个人看到的内容或者商品都是自己喜欢的，目的在于提升匹配度。
Personalized recommendation systems provide specific services for each individual user, achieving the concept of "thousands of faces for thousands of people". "Thousands of faces for thousands of people" is an algorithm. The system, based on users' characteristics and demands, offers personalized displays on the page for each person. The content or products that everyone sees are all to their liking, with the aim of enhancing the matching degree.
Platform Feature:
The "
Personalized Recommendations
"
feature objectively exists on the
Rednote
platform. The system provides personalized displays for each user on the page based on their characteristics and needs.

===== Slide 19 =====
About CBD
S
EMRUSH
SEMrush's strategic partner in China
Google
FTZ Plan
The only preferred SEO consulting partner for Google's overseas ecosystem of China
Google
Agency
Google officially defines CBD as an integrated marketing company that combines SEM and SEO.
The team members include experts with 20 years of overseas experience, Google's specially appointed experts, the ratio of overseas members > 50%.
International expert team
Established in 2017, the sister company
Netconcepts
was founded in 2008. It has hosted the China SEO/Marketing Ranking Conference for over 10 years, with a total of 10,000+ participants.
SEO
/MKT Ranking Award
Together with the Shenzhen Cross-border E-commerce Association and the Google Ads team, we have jointly established a digital marketing training program - the Sun Program.
Sun
Program
The "SEMRUSH - Measuring the Effectiveness of E-commerce Websites" brochure was released, it has been reprinted multiple times.
SEMRUSH
Brochure
A total of 500+ clients, including companies in industries such as smart hardware, 3C products, home furniture, SAAS/software, new energy, electronic cigarettes, and electric bicycles.
Clients 500+
There are 10
Wechat
Fans Groups with 500 members each, and the total number of fans across all communities is close to 5,000.
Wechat
Fans Group 10+
Training for large enterprises, including Anker, Shein, Vivo, Oppo,
Stylewe
, Tencent, etc. There are monthly offline seminars and workshops for practical operation, and there are over 100 training course videos for digital marketing.
Comprehensive Training System

===== Slide 20 =====
Thank You
！
Nick Hu
China
CEO of Cross Border Digital
Google Mobile Lab Speaker
"Advanced Web Metrics with Google Analytics" (3rd edition) compiler
President of the Cross Border Ecommerce Alumni Association at Shenzhen University
Cross Border Digital is the exclusive agency for
Semrush
in China.
https://www.linkedin.com/in/nick-hu-china/

===== Slide 21 =====
Speaker
3
Nick is the China CEO of Cross Border Digital
The strategic representative of
Semrush
in China
A speaker at Google Mobile Lab
The compiler of "Advanced Web Metrics with Google Analytics" (3rd edition).
President of the Cross Border Ecommerce Alumni Association at Shenzhen University.
Cross Border Digital is the exclusive agency for
Semrush
in China.
Nick Hu
Cross Border Digital
China CEO

===== Slide 22 =====
4
1.Current Landscape

===== Slide 23 =====
CN Search Engine Market Share
Google and Baidu are our primary focus but we should keep in mind that Bing provides an opportunity in both markets.
*
The most significant change lies in the rise of Bing. Its market share, especially on the PC side(>50%), has surpassed Baidu.
Source
：
NetEase

===== Slide 24 =====
Bing in China
Bing's rapid rise in market share in China in recent years is mainly attributed to its AI technological innovation, integration of localized ecosystems, and precise business strategies.
1
3
2

===== Slide 25 =====
Chinese AI Search Tools - MAU
7
MAU
260 Million
Doubao
115 Million
41 Million
Tencent
Yuanbao
Kuake
154 Million

===== Slide 26 =====
Chinese AI Search Tools -
Tencent
Yuanbao
8
Stock data fluctuation warning
Generate best-selling marketing plans
Graduation project
English translation
Historical knowledge
Deep thinking
Online search
The content is generated by AI and is for reference only.

===== Slide 27 =====
The Market Share of Search Engines in HK/Macao/Taiwan
The Google search market share in Hong Kong, Macao and Taiwan regions is over
93.5%
, while the Baidu share is less than 0.57%. People mainly use Google for their searches.
Source
：
Statcounter
Others
HK             Macao         Taiwan

===== Speaker Notes =====

--- Notes Slide 1 ---
Current
Landscape
, Key Differences, and Future Trends
1

--- Notes Slide 2 ---
15

--- Notes Slide 3 ---
17

--- Notes Slide 4 ---
18

--- Notes Slide 5 ---
20

--- Notes Slide 6 ---
21

--- Notes Slide 7 ---
22

--- Notes Slide 8 ---
信息流广告，
Feeds Ads
23

--- Notes Slide 9 ---
..
24

--- Notes Slide 10 ---
25

--- Notes Slide 11 ---
26

--- Notes Slide 12 ---
2

--- Notes Slide 13 ---
27

--- Notes Slide 14 ---
5

--- Notes Slide 15 ---
6

--- Notes Slide 16 ---
Kuake
–
ali
Doubao
-
bytedance
7

--- Notes Slide 17 ---
8

--- Notes Slide 18 ---
9

--- Notes Slide 19 ---
Leading platforms are the entry points for users to obtain information and play an important role in every link of the decision-making path.
10

--- Notes Slide 20 ---
14

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