SEO For APAC: Strategies For B2B Success In The Manufacturing Sector

Last updated: 4 November 2026 · By Rozita, 90 Degrees Asia

Quick answer: SEO for manufacturers in APAC means optimising for each market’s search engines and languages. Google leads in most markets, but Baidu leads in China and Naver competes closely in South Korea. Research keywords in local languages, publish detailed technical content, build local backlinks, make sites fast on mobile and track results per market.

Asia-Pacific is one of the world’s most important manufacturing regions, and competition for buyers’ attention is intense, both from local producers and international suppliers. Search is often where procurement teams, engineers and plant managers begin their research. At 90 Degrees Asia, a Singapore-based B2B digital marketing agency, we help manufacturers adapt their search engine optimisation to the realities of each APAC market. Here is what works now.

Which search engines matter for manufacturers in APAC?

Google is the main search engine in most APAC markets, but not everywhere. Baidu leads in mainland China, Naver competes closely with Google in South Korea, and Bing has a meaningful share in Japan and China, so your strategy should match each target market.

• China: StatCounter recorded Baidu at 49% of search referrals in October 2026, with Bing second at about 22%.
• South Korea: StatCounter put Google at 48.5% and Naver at 42.3% across all platforms in October 2026, while its mobile and tablet data showed Naver ahead at 59.2% in September 2026.
• Japan: StatCounter showed Google at 59.3%, Bing at 32.5% and Yahoo! at 6.6% in October 2026. Yahoo! JAPAN uses Google’s search technology for its web results, as InterAd explains, so the same core SEO principles apply to both.

Search is also no longer the only research tool. Forrester’s Buyers’ Journey Survey, 2024 found that 89% of B2B buyers used generative AI in at least one part of their purchasing process. Clear, well-structured pages help you appear in AI-generated answers as well as traditional results.

How does SEO differ across APAC manufacturing markets?

The fundamentals are the same, but the engines, keyword tools, platforms and technical requirements change by market. Use this comparison to plan priorities.

Market	Main search engines	Keyword research tool	Webmaster and analytics tools	Notes for manufacturers
Mainland China	Baidu, Bing, Haosou	Baidu keyword planner	Baidu Search Resource Platform, Baidu Tongji	Simplified Chinese site, fast hosting accessible from China, ICP licence for local hosting
South Korea	Google, Naver	Naver Search Ad keyword tool, Google Keyword Planner	Naver Search Advisor, Google Search Console	Naver Blog and Cafe content support visibility
Japan	Google, Bing, Yahoo! JAPAN	Google Keyword Planner, Microsoft Advertising tools	Google Search Console, Bing Webmaster Tools	Detailed Japanese specifications and documentation build trust
India and Southeast Asia	Google	Google Keyword Planner	Google Search Console, Google Analytics 4	English plus local languages such as Bahasa, Thai and Vietnamese
Australia and Singapore	Google, Bing	Google Keyword Planner	Google Search Console, Bing Webmaster Tools	Strong competition, so depth and authority matter

Tip: Register your site in Bing Webmaster Tools as well as Google Search Console. Given Bing’s share in Japan and China, it is a quick win many manufacturers overlook.

How should manufacturers localise content for APAC buyers?

Adapt content to each market’s language, industry standards and buyer priorities rather than translating the English site word for word. Local relevance improves both rankings and conversion.

Buyer priorities differ. In India, procurement teams often weigh cost-effectiveness and durability heavily, while Japanese buyers typically expect precision, reliability and thorough technical documentation. Content that reflects these priorities, together with local certifications, standards and regulations, signals that you understand the market.

• Work with native-speaking writers or reviewers who understand your industry’s terminology.
• Use local units, standards and certifications in product pages and data sheets.
• Add local case studies and contact details for each market where possible.
• Use hreflang tags so search engines show the right language version to the right audience.

For broader channel ideas, read our digital marketing tips for B2B industrial manufacturers.

How do you research keywords in local languages?

Start from the terms buyers actually type in their own language, using each market’s keyword tools, then validate with your local sales team. Direct translations of English keywords often miss how engineers and buyers search.

Many buyers in China, Japan and South Korea search in their native languages even when they read English. In China, that means Simplified Chinese keywords researched on Baidu, whose keyword dynamics differ from Google’s. In Japan, target Japanese terms for your machinery, components or processes, including katakana variants of technical loanwords.

• Prioritise long-tail, specification-led queries. Searches that combine a product type, material, standard or application usually signal stronger buying intent.
• Map keywords to buyer roles. Engineers search specifications, procurement searches suppliers and pricing, and management searches outcomes such as uptime or cost reduction.
• Check search results manually. Look at what currently ranks in each market to see whether buyers want product pages, guides or supplier directories.

Why do mobile and technical SEO matter for manufacturing websites?

Because many buyers research on phones, including on the factory floor or while travelling, and slow or broken pages lose them quickly. Technical quality also affects how well search engines crawl and rank your site.

• Make every page responsive, with readable tables and easy-to-use enquiry forms on mobile.
• Compress images and large PDFs, and host data sheets as fast-loading web pages where possible.
• Use a clean URL structure for product categories, applications and industries.
• Add structured data for products, organisation details and FAQs.
• For China, consider hosting or a content delivery network that performs well inside the country.

Tip: Include location and application terms, such as “industrial pumps supplier Vietnam”, in titles and headings where they reflect real search behaviour.

What content ranks well for B2B manufacturing searches?

Detailed, specific content that answers technical and commercial questions ranks and converts best. Decision-makers from plant managers to procurement officers want depth, not marketing slogans.

• Technical guides and white papers on topics such as machinery uptime, safety compliance and cost reduction.
• Application pages explaining how your product performs in a specific industry or environment.
• Localised case studies with measurable outcomes your customers have agreed to share.
• Product demo videos and webinars, transcribed so search engines can read them.
• FAQ sections that answer common buyer questions in plain language.

Search content works best alongside social. See our guide to optimising LinkedIn for B2B marketing in logistics and manufacturing to extend reach to the same buyers.

How can manufacturers build local backlinks and authority in APAC?

Earn links from respected local sources in each target market: trade associations, industry publications, event organisers, distributors and partners. Local links signal relevance to that market’s search engines.

For example, if you target Japan, links from Japanese trade organisations, engineering publications or regional suppliers carry more weight than generic international directories.

• Contribute expert articles to local trade media.
• Speak at or sponsor regional manufacturing events and ask for a profile link.
• Ask distributors and partners to link to the relevant local-language product pages.
• Publish original data or research that local media want to cite.

How should you measure SEO performance across APAC markets?

Track rankings, traffic, enquiries and pipeline separately for each market and search engine, then adjust content and links based on what drives qualified leads.

Google Analytics 4 and Google Search Console cover most markets. Add Baidu Tongji and Baidu’s webmaster platform for China, Naver Search Advisor for South Korea, and Bing Webmaster Tools for Japan and other markets where Bing has meaningful share. Review page performance, keyword rankings and form completions monthly, and share results with sales so you can see which searches lead to real opportunities.

Key takeaways

• Google leads in most of APAC, but Baidu leads in China and Naver competes closely with Google in South Korea.
• Bing has a meaningful share in Japan and China, so register with Bing Webmaster Tools too.
• Research keywords in local languages and map them to engineers, procurement and management.
• Publish detailed, localised technical content and earn backlinks from local industry sources.
• Measure rankings, enquiries and pipeline separately for each market.

Frequently asked questions

Why is SEO important for manufacturers in APAC?

APAC is a major global manufacturing hub with strong local and international competition. Engineers and procurement teams often start supplier research online, so SEO helps manufacturers appear when buyers search for products, specifications and suppliers, and supports a steady flow of qualified enquiries.

What makes SEO in APAC different from other regions?

APAC has many languages, cultural expectations and different leading search engines. Baidu leads in China, Naver is strong in South Korea and Bing has a large share in Japan. A single English-only strategy rarely reaches buyers across the whole region.

Should manufacturers localise their website content for each APAC market?

Yes, at least for priority markets. Localised keywords and content match how buyers search in their own language, signal relevance to local search engines and build trust. Use native-speaking reviewers who understand your industry terminology rather than relying on direct translation.

Does Yahoo! JAPAN need a separate SEO strategy?

Not usually. Yahoo! JAPAN uses Google’s search technology for its web results, so the same technical and content principles apply. However, its results pages and integrated services differ from Google’s, and Bing also has a sizeable share in Japan, so monitor all three.

How can 90 Degrees Asia help with SEO for manufacturing companies?

90 Degrees Asia is a Singapore-based B2B digital marketing agency working across APAC. The team helps manufacturers with B2B SEO, localised content strategy, LinkedIn marketing and lead generation, adapting each programme to the search engines, languages and buyers in your target markets.

Ready to improve your search visibility across Asia-Pacific? Contact 90 Degrees Asia to talk about an SEO plan for your manufacturing business.