Latest Search Engine Trends In Asia 2023


For years, Google has been the principle focus of most web sites’ search advertising and marketing efforts. In actual fact, in relation to search engine marketing, most corporations solely consider Google.

Additionally it is a recognized proven fact that in some nations, there are different engines like google that it is advisable to think about. I’m certain that many readers have heard about Baidu in China, Naver in South Korea, and Yahoo! in Japan as the favored engines like google.

These web sites are tremendous targeted on native audiences and never straightforward to work with until you’ve got the language functionality and understanding of how the companies are arrange. For that cause, they’ve scared away many web site homeowners outdoors their respective nations.

Despite the fact that the Asian market is by far the biggest on-line market on this planet, details about the market just isn’t as seen as it’s for the U.S. or European markets.

This makes the Asian market extra mysterious than it must be.

Not too long ago, there have been some important modifications in search engine market shares and consumer actions, which might present alternatives to companies which have been timid about concentrating on these nations.

First, let’s perceive somewhat extra concerning the domestically distinctive engines like google: Baidu, Naver, and Yahoo! Japan.

Because it was launched in 2000, Baidu has been probably the most broadly used search engine in China.

As a way to goal Chinese language audiences utilizing Baidu, you want a Chinese language-language web site that complies with the Chinese language authorities’s requirement to show the web site’s registration quantity.

Having a “.cn” ccTLD and/or internet hosting web sites in China should not necessities, however they positively assist with indexing and rating.

Naver is a domestically grown search engine in South Korea that began in 1999.

Not like Google, Naver is extra like a portal web site with many non-search content material and capabilities. The search outcomes on Naver are fairly distinctive.

It accommodates a number of blocks of various content material varieties, together with procuring, information, weblog, movies, photographs, and internet pages. The natural internet web page outcomes should not outstanding, and the adverts are very seen. For these causes, international corporations usually wrestle to achieve natural visitors from Naver.

Yahoo! Japan initially began as Yahoo’s Japanese web site and have become a Japanese-owned firm in 2018. It’s nonetheless one of many fashionable web sites in Japan.

Like Naver, Yahoo! Japan is a portal web site with loads of non-search content material and companies, together with auctions, journey bookings, FAQs, and emails.

Whereas the corporate itself offers its advert companies, Google has been powering its natural search outcomes since 2010.

The Shifts In Search Engine Recognition

Though the above websites are nonetheless fashionable, the search actions have shifted just lately, particularly within the final 12 months, creating new alternatives for companies to leverage different engines like google for market entry.

Newest Search Engine Market Shares


Baidu’s domination of the search panorama has been declining for the previous few quarters, dropping from 76% in June 2022 to 49% in March 2023.

Baidu nonetheless holds robust with over 64.39% share in cellular search, primarily as a result of how effectively it’s built-in into the handset infrastructure by its quite a few apps and companies.

Each Bing and Sogou have cannibalized Baidu’s desktop search market share. Bing’s desktop search share in China has been rising over the previous few months, with a bump to twenty-eight% since deploying its new AI options.

My B2B shoppers have seen a measurable improve in searches and visitors from China by way of Bing prior to now few months, rising efforts to maximise the attain of Bing.

Western companies also needs to leap on this chance to develop their attain in China utilizing Bing. Not like Baidu’s Webmaster Instruments entry challenges, you possibly can simply submit sitemaps and monitor points in Bing’s English Webmaster Instruments interface.

South Korea

Naver was early to the get together in integrating AI into its platform. It did so in late 2021 to assist a major shift in South Korean search behaviors changing into extra “exploratory,” with customers going deeper into matters that aligned with their pursuits and search intent.

Naver noticed a major improve in these exploratory searches, accounting for practically 65% of all queries.

This was adopted up by the launch of Naver’s AiRSearch “Good Block Innovation,” which leverages AI evaluation of content material, information, and deep consumer insights to generate blocks of extremely related outcomes eliminating the necessity for a number of search phrases to current an optimum end result.

Regardless of Naver’s improvements, the March 2023 Search Engine Market Share report signifies Google has gained important floor in South Korea, garnering 59% share over Naver’s 35%.  Based on Statista, the share break up is even larger, with Google capturing 71% to Naver’s 24%.

Google’s progress out there creates a possibility to straight join with Korean searchers in a method not beforehand doable.


It’s extra necessary than ever to make sure your Japanese content material is well-indexed and optimized for Google. With virtually 80% market share, particularly on cellular, from powering natural search in Yahoo! Japan, and its personal progress as a search engine in Japan, Google is essential for connecting with Japanese shoppers.

Google Japan has deployed all of the procuring options to assist companies attain shoppers, however usually at a considerably decrease common value per click on (CPC) than within the U.S. or Europe.

Bing’s Japan market share has been trending at 3% for the previous years. Nonetheless, new information from Statcounter appears to point its new AI options have gained some curiosity from Japanese customers, rising its market share to 7% and cannibalizing visitors from Yahoo!.

What This Means To The Web site House owners (website positioning/PPC)

These shifts within the progress of non-local engines like google improve alternatives for companies to achieve these markets utilizing property and strategies they have already got in place.

It’s now extra necessary to implement technical website positioning fixes to extend indexing by each Google and Bing, in addition to guarantee your web sites are mobile-friendly and cargo as quick as doable to have interaction customers looking out totally on cellular gadgets in these markets.

Bing’s progress and up to date AI and technological advances make it worthy of a recent look to make sure that you’ve got coated all bases and are well-indexed and optimized to learn.

website positioning Alternatives In Southeast Asia

Past China, Japan, and Korea, important alternatives are rising in Southeast Asia.  The area consists of 11 nations with a complete inhabitants of 600 million folks at diversified financial ranges – however with rising disposable earnings.

Southeast Asian markets represented half of the highest 10 retail ecommerce progress markets in 2022, and they’re projected to generate over $100 billion in retail gross sales in 2023.

Covid lockdowns compelled shoppers to buy on-line, quickly increasing ecommerce adoption and logistics infrastructures within the area.

Nationwide governments made important investments in connectivity, digital funds, ecommerce platforms, and coverage modifications to foster ecommerce adoption and progress within the area.

Shopper behaviors have shifted as effectively, with over 40% of shoppers making an attempt a minimum of one new model since Covid, as in comparison with solely 23% within the U.S.

In Vietnam, social ecommerce has grown considerably, with influencers driving product adoption in style and sweetness – and value being a secondary consideration.

The area provides new alternatives for manufacturers to achieve shoppers straight by their very own ecommerce initiatives, in addition to by a number of rising marketplaces like Shopee, Tokopedia, and Lazada that promote a variety of merchandise and deal with transactions and logistics.

Shopee has rapidly emerged because the fourth largest market after Amazon, eBay, and Rakuten, regardless of its concentrate on Southeast Asia.

Digital advert spending within the area elevated by 64%, additional highlighting the digital platform’s means and cost-effectiveness to attach and interact with shoppers. The expansion has been throughout CPG, style, and electronics classes.


Over the previous few years, the digital disruption in Asia has been important by fast ecommerce adoption, expertise shifts, and calls for of shoppers, creating new alternatives for these companies that have been beforehand challenged by language and assets to focus on these markets straight.

Now’s the time to assessment your analytics and Google Search Console information to see when you’ve got benefited from the search engine share realignment within the area and if it is smart to place extra consideration to localized content material, advert budgets, or particular initiatives to focus on these markets.

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Featured Picture: dodotone/Shutterstock


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