e-Celtic SEO Blog
June 18, 2012 - Posted by Brian Martin under Blog

China Business Summit & Marketing Tips


Doing Business in ChinaLightHouse Cinema Dublin


We are glad to announce that e-Celtic is the digital partner for the inaugural China Business Summit taking place in the Lighthouse Cinema on the 20th of June 2012. China is one of Ireland’s fastest growing trade partners according to the CSO. Before the Sunday Business Post event takes place next Wednesday, we’ve put together an overview for online marketing in China. One thing I always try to reinforce with clients and people I speak to about SEO is to think big. The Internet lets you break down trade barriers to foreign territories to market your business at a fraction of the cost of traditional advertising.



According to The Irish Exporters Association the IEA chief executive John Whelan, stated: “Irish exports of merchandise to China grew to €2.6 billion last year, which caps a remarkable 10 year period of over 800% growth in exports to this vast and rapidly growing market, and is a clear demonstration of how competitive Irish exporters to China have become, as well as how rapidly the market has grown”. With this growing market there comes a growing opportunity for Irish brands to tap into this. While the consumer and culture is significantly different in China, marketing online still allows you to the core basics – capturing the existing search demand and growing your audience base.



China is BIG in terms of just about everything and with the Internet, there aren’t many exceptions:

  • Internet: 513m users Dwarfing China’s closest rival, the US by double.
  • Mobile Internet: 356m users – Android is now three times as popular as iOS & Symbian.
  • eCommerce: 194m shoppers – 87% of this however is C2C.
  • Despite lower average connection speeds, lower average buying power and the challenges in doing business in China, make no mistake it’s a giant opportunity.


Search Engines in China

From a search engine perspective, Google and Baidu, pronounced BY-doo are two completely different behemoths. While Google is more familiar to most marketers Baidu differs in a few main ways:

  • Google ranks websites with a lot of determining factors including back links from relevant and supporting websites with Baidu placing more value on page factors.
  • Google puts SEO results on the left hand side of the page and the Pay per Click results on the right hand side, Baidu puts them together and puts PPC results in front of Content.
  • Baidu struggles with indexing websites hosted outside of China.



Other well known search engines are that are popular in China are:


14 Online Marketing Tips for Marketing to China

1. Translation – Google translate is only so accurate as an automated tool. Punctuation, grammar, correct usage of words, tone and style of writing are not something a machine algorithm can get 100% right yet. Invest in a real person to get your site correct.

2. Browsers – IE, Qihoo 360 secure, Chrome, Firefox and Maxthon are the most prevalent browsers in the country. This is important as it means you have to do more cross browser testing during the design phase to ensure your site is displaying correctly.

3. Search Engines – Don’t forget that there are more users of Baidu than Google.

4. Register your domain on the .cn ccTLD

5. Host your site in China.

6. Do local link building from other .cn domains.

7. Add a HREFLANG tag to ensure your site is specifying it’s language to Google.

8. Set GeoTargeting on Google Webmaster Tools to China.

9. Use simplified Chinese.

10. Use Baidu webmaster tools: http://zhanzhang.baidu.com/

11. Submit your site to Baidu http://www.baidu.com/search/url_submit.html

12. Submit your news to http://news.baidu.com/newsop.html

13. Keyword and competition research with these tools:






14. Learn the various search parameters on Baidu


Social Networking, Microblogging and Instant Messaging Tools

A recent McKinsey survey of 5,700 users in China has found that 95% of those living in cites are registered on social media sites; in addition, the country has by far the world’s most active social-media population with 91% of respondents saying they visited a social media site within the last 6 months, in comparison to the 67% that the United States have, this is impressive by anyone’s standards. The top four sites are:

www.renren.com Originally a copy of the Facebook model with students of which it is now open to all and apparently has the best games.
www.Kaixin001.com   Predominately white collar workers, with some addictive Social games although reached monthly revenues of 7million RMB ($1m) dollars still has yet to become profitable
www.qzone.qq.com Teens being the largest demographic on social networks with close to 380m users. Pulls its members from QQ messenger which some are dormant and skeleton profiles and are low value with poor retention
www.51.com Although starting strong in the lower tier cities with quick user growth but has since slowed because of the low brow appeal of the site it is scorned by sophisticated netizens.


Here is a larger list of top social sites:





















Once you’re set up on these sites, you can identify trends with http://top.sogou.com/?p=40030110, http://top.soso.com/ and finding influence with http://miujia.com/.

More resources on researching your Chinese marketing campaign:


Popular Chinese sites: http://www.gordonchoi.com/list-of-popular-chinese-websites-20110701

Understanding the Chinese consumer: http://www.dbresearch.com/PROD/DBR_INTERNET_EN-PROD/PROD0000000000262065.pdf

Internet censorship in China: http://topics.nytimes.com/topics/news/international/countriesandterritories/china/internet_censorship/index.html

China tax facts & figures: http://www.pwccn.com/webmedia/doc/634737952050870749_cn_tax_facts_figures_2012.pdf

May 13, 2012 - Posted by Brian Martin under Blog

I’m writing this piece after reading an article by Catherine O’ Mahony in today’s Sunday Business Post. The article is behind a pay wall on http://www.businesspost.ie but it talks about the challenges of managing your personal reputation online.


Protecting your reputation can certainly be done by a professional SEO company like ourselves or others for a lot cheaper than the $3,000 to $15,000 that reputation.com is charging.


In fact, most of it can even be done by yourself if you’ve the time on your hands and a bit of expertise. While we usually work with companies rather than individuals, the same principles apply to managing your reputation online. Whether you’ve been in a court case, been criticized on a blog, have the same name as someone else, a case of mistaken identity, been criticized on a blog or had some other type of negative mention online – your identity and reputation is important to manage.


Overview Strategy

Your strategy should encompass three main points:

1. Remove the negative mentions
2. Defend yourself
3. Promote other websites to rank above the negative mentions
4. Monitor your reputation



A.      Remove the Negative Mentions

Your first port of call should be to try to get the negative mention removed.


1. Depending on the situation, reaching out to the person who criticized you with an olive branch to remove the mention can solve not only the negative mention but the whole problem. Of course it’s not always this easy.


2.If the person refuses to remove the mention, go over their head. If it’s on a forum, ask the moderator or admin to remove it, failing that contact the owner of the website. Check whois.domaintools.com to find this information out.


3. Offer a payment settlement to remove the negative mentions.

4. If you’re being defamed, sending a solicitors’ letter to them will usually do the trick. If they dispute this and you decide to take the legal route – caveat emptor – it will cost you a small fortune and draw more attention to the matter.


5. Engaging in negative SEO on the website that is harming your reputation. This essentially involves trying to take down the website from Google’s index.



B.      Defend Yourself

If the negative comment cannot be removed, depending on the situation, it’s generally best to respond if possible where the comment has been published. My advice is to reply once with the aim that it will be the final time you respond and not engage in a discussion on it.


- Write a detailed defense and address the facts.

- Avoid aggressive or threatening language.

- Get someone to read over it before you publish it.


If you made a mistake, in certain cases you’re better off admitting it, apologising and moving on. If you are genuinely in the wrong and you try to defend yourself too strongly, it can fan the flames of the situation and whip up a frenzy against you.


Remember that arguing publicly on the Internet produces no winners. Pick up the phone or meet the person face-to-face, people have a tendency to be more passive aggressive online.



C.      Promote Other Websites to Rank above the Negative Mentions
Register and optimise your profile on social networks









Register on Video Sites:




Register on Forums:





Do this clever search and this other clever search if you want to find more relevant forums to register on.


Register on Q&A sites:




Post classified ads to sell something and mention your name clearly there:



Register on other type of sites:



Have a profile on your corporate website if you can be listed in the management team for example.


Register yourname.ie and yourname.com and make sure both are optimised for your name and any key terms you want to appear for. Post a regular blog and link back to your two named sites from your presence online


The truth is if you follow these strategies you should be controlling all websites that are mentioning you on the first page of Google. Unless you’ve gotten a lot of negative mentions online then it will just require some more advanced strategies. If you’re negatively mentioned in sites like Wikipedia and large news outlets it just becomes that bit harder.


D.      Monitor your reputation

Register on http://www.google.com/alerts to monitor mentions of your name. This can help you take action quicker and keep tabs on what’s being said about you. There are plenty of other tools too.



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