Top Chinese Search Engines 2020
Baidu dominates with over 76% market share — but understanding the full landscape of Chinese search engines matters for a complete China SEO strategy.
This page contains 2020 data. For the latest figures see Top Chinese Search Engines 2025 →
China's search engine market is unlike any other. Google has been blocked in mainland China since 2010, leaving a landscape dominated by homegrown alternatives. Understanding which search engines Chinese consumers use — and why — is the starting point for any China SEO or search advertising strategy.
Chinese Search Engine Market Share (2020)
| Search Engine | Market Share | Key Notes |
|---|---|---|
| Baidu (百度) | 76.33% | Dominant desktop and mobile search engine in China. Essential for any China SEO strategy. |
| Sogou (搜狗) | 11.27% | Second largest search engine. Integrated with WeChat — Sogou indexes WeChat Official Account content that Baidu does not. |
| 360 Search (360搜索) | 8.64% | Bundled with Qihoo 360 security software. Significant desktop share due to its browser and software suite. |
| Shenma (神马) | 2.35% | Mobile-only search engine operated by Alibaba and UCWeb. Relevant for mobile e-commerce searches. |
| Bing China | 1.26% | Microsoft's Bing operates in China. Unlike Google, Bing is not blocked — though its market share is small. |
Baidu — The Dominant Force
Baidu controls over three-quarters of all search queries in China. For any foreign brand trying to be found by Chinese consumers through search, Baidu is the primary platform. Baidu's algorithms are optimised entirely for Simplified Chinese — English-language pages receive minimal indexation and rank poorly for competitive Chinese search terms.
Baidu also offers paid advertising (Baidu PPC / 百度推广) which appears above organic results — making it the fastest way for foreign brands to gain visibility in China search while organic rankings are being built.
Sogou — The WeChat Search Engine
Sogou is particularly relevant because it has an exclusive deal with Tencent to index WeChat Official Account content. This means WeChat articles appear in Sogou search results but not in Baidu. For brands that publish content on WeChat, Sogou provides an additional distribution channel. Sogou also powers search within the WeChat app itself — when users search inside WeChat, Sogou results are shown.
What This Means for China SEO
- Baidu should be the primary focus — 76%+ market share makes it non-negotiable
- Simplified Chinese content is required for all Chinese search engines — none index English well
- Optimising for Baidu typically also improves visibility on 360 Search and Sogou
- WeChat content reaches Sogou search — a secondary benefit of a WeChat content strategy
- Shenma matters for mobile e-commerce searches — relevant for brands selling products in China
- Google is not a meaningful channel for reaching mainland Chinese consumers
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