---
title: What is Baidu? China’s leading search engine explained
description: What is Baidu? Learn how China’s leading search engine works, why it matters for brands, and how organisations can succeed with Baidu SEO.
image: https://blog.sinorbis.com/hubfs/What%20is%20Baidu.jpg
---
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###### [Sinorblog](https://blog.sinorbis.com) / [Search Marketing in China](https://blog.sinorbis.com/topic/search-marketing-in-china) / What is Baidu? China's leading search engine
5 min read
# What is Baidu? China's leading search engine
January 16, 2026 |  [Elizabeth De Jesus](https://blog.sinorbis.com/author/elizabeth-de-jesus)
Baidu is China's dominant search engine, often referred to as the 'Google of China.' Founded in 2000, Baidu has grown into a wide digital ecosystem. It goes well beyond search features. The platform offers services like maps, encyclopaedias, cloud storage, and community forums. This makes it essential for daily life among Chinese internet users.
Baidu works within China's special digital environment and rules. Unlike Google, it isn't blocked in mainland China. The platform handles billions of search queries each month. It's the primary destination for Chinese shoppers seeking products, services, and information online.
Baidu operates like Western search engines, yet it dances to its own drum. It has unique algorithms, ranking factors, and content strategies. It’s a whole different beast. Understanding these details is key for organisations that want to succeed in China's large economy.
## 
## How Baidu emerged as China's top search engine
Founded in 2000 by Robin Li and Eric Xu, Baidu became the top Chinese search engine. It focused on search in simplified Chinese and local user needs. The company quickly realised that Chinese internet users needed a search engine for their language. This included better character recognition and understanding of context.
Baidu's dominance accelerated significantly after Google's exit from mainland China in 2010.[Baidu now holds about 64% of China's search engine market](https://gs.statcounter.com/search-engine-market-share/all/china/). It processes more than 5 billion search queries each day.[It is China's #1 and the world's #14 most-visited website](https://searchendurance.com/baidu-statistics/), offering a huge chance for organisations. With such a vast user base, it is a prime spot for those wanting to enter China's digital market.
The platform has evolved from basic search. It now offers services such as Baidu Maps, Baidu Baike (like Wikipedia), and Baidu Tieba (community forums). Baidu's ecosystem approach has made it essential for Chinese internet users. Over[735 million](https://news.alphastreet.com/earnings-summary-baidu-reports-lower-q2-revenue-and-adjusted-earnings/) people use the platform each month for their online activities. For businesses, Baidu's visibility affects brand awareness and revenue in China.
## The importance of Baidu for organisations
Without a strong Baidu presence, your organisations limits visibility to Chinese audiences. They use search engines to find new brands, research products, and decide what to buy. Baidu is the main research tool for about 85% of Chinese internet users when they buy online. Therefore understanding how Baidu indexes and ranks content is key.
Ignoring Baidu lets competitors grab important market opportunities. Western organisations need to invest in smart China SEO strategies. Successful brands in China see Baidu optimisation as a must, not a choice.
## Using Baidu SEO for growth
Baidu SEO differs from Western SEO practices, requiring specialised knowledge and localised strategies. To succeed in [Baidu SEO](https://blog.sinorbis.com/baidu-seo) it is important to ensure you have the essentials:
1. An ICP license or filing
2. Content in simplified Chinese
3. Ensure websites are mobile responsive
So, what can you do if you’re not eligible for an ICP? If you can’t get one, you can still have a high-performing website in China. The[ Sinorbis Experience Platform ](https://www.sinorbis.com/sinorbis-experience-platform)combines several tech solutions to allow clients to create a high-performing website visible within China. Exactly how we do it is a Sinorbis secret, but it means you can integrate a robust, owned channel into your campaigns and social channels.
Not having an ICP doesn’t mean your Baidu SEO strategy has to stop before it even starts. If you’re not eligible for an ICP filing or license, it’s still possible to run a fast, reliable, and effective website that ranks on Baidu. The [Sinorbis Experience Platform](https://www.sinorbis.com/sinorbis-experience-platform) uses a combination of proprietary technologies to make this happen resulting in a stable, indexable and high ranking website.
[](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/2511665/5a72beb6-96be-492f-8d07-b369cd6820b1)
Navigating Baidu's complexities requires expertise that most Western organisations do not have in-house. A specialised [China SEO agency](https://www.sinorbis.com/china-seo) like Sinorbis can help close the knowledge gap by combining technical SEO skills with insights into Chinese market trends and consumer behaviour.
If you’re entering the China market or want to grow your presence, Sinorbis can help you succeed on Baidu. Our integrated approach to Chinese search engines helps your business enter the market and thrive. [Contact us](https://www.sinorbis.com/sinorbis-sales) to learn more.
## See Sinorbis in action
Contact our team to learn how we can help bolster your digital experience in Asia.
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### Read more about Search Marketing in China
#### [5 min read 1741 February 2, 2025 Top five Chinese search engines  ](https://blog.sinorbis.com/china-search-engine-marketing)
#### [5 min read 1550 January 29, 2025 Baidu SEO: How to rank on Baidu's SERPs  ](https://blog.sinorbis.com/baidu-seo)
#### [5 min read 1262 July 25, 2024 How cross posting WeChat articles to your website can save you hours  ](https://blog.sinorbis.com/cross-posting-wechat-articles-to-website)
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