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It is a most successful and cost-effective brand-building campaign, if Googl's decision to leave China is merely a face-saving tactic.

To explain its previous practice of executing self-censorship, Google indicated its belief that the benefits of increased access to information for people in China "outweighed our discomfort in agreeing to censor some results". However high-sounding the reason is, one cannot help speculating on the commercial intentions behind the act - Google might find it really hard to make further progress on its business, but why is it the case?

Localization Done Poorly

To be shown on the first page in search results, search engine optimization (SEO) must be carried out in a campaign with highly localized features. This is a rule applicable also to search engines trying to set root in a foreign market. Google, however, has not been doing well on that aspect. It is doomed to come after Baidu for its insensitivity to the needs of its local customers.A brief list could be made as follows:

• The name Google is not as easy to read and spell as that of Baidu
• Its sleek and clean layout is rebuffed because Chinese users prefer to click on popular search topics rather than typing in search characters.
• Its search engines cannot understand the multiple meanings of the Mandarin words as effectively as Baidu does.
• It is slow to launch bulletin boards and online videos which are Chinese users' favorites
• Its design also ignores Chinese users' tendency to share and create content

Even though changes to the layout have been made, Google makes mistakes in dealing with local advertisers, such as refusing to offer rebates for volume media buys, a common practice in China. National sentiments of the people also play a part in hindering the development of its business. Whatever Google does poorly, Baidu does it right. It is only natural for Baidu to occupy the no.1 search engine in China.

Inconvenience is not going to happen even when Google is gone - except that the white-collar people who prefer Google's design might miss the search engine giant.

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