Does Your Chinese Website Have an ICP License?
Considering Your Options for Local Website Hosting
Global universities are increasingly creating Chinese-language microsites to be more visible to prospective international students and families in China and drive applications through local marketing campaigns. We explore some key differences in how universities can create Chinese websites. An essential question to ask as you consider your approach is: will my website be locally hosted inside of China, with an ICP license?
What is an ICP License
Chinese-language microsites are helpful because they overcome the language barrier for Chinese parents and partners. However, some universities adopt a DIY approach and some vendors simply host the site in their home country or Hong Kong, which is insufficient. An ICP license is vital.
An ICP license is a permit issued by the Chinese Ministry of Industry and Information Technology (MIIT). It allows China-based websites to legally operate within China, getting beyond the Great Firewall. Typically, the ICP license number can be found at the bottom of the front page of Chinese websites.
However, it's important to distinguish that a locally hosted website with an ICP license is not the same as a Chinese-language website hosted overseas or the use of a Hong Kong-based content distribution network (CDN). Many clients mistakenly believe that using a Hong Kong CDN is sufficient for their needs, but this is not the case. Hong Kong-hosted websites have the same limitations as any other overseas website: they can be blocked, they cannot do Chinese SEO, and they cannot be the target of a Chinese ad campaign. Even Hong Kong’s biggest newspaper, the South China Morning Post, is blocked in Mainland China! Self-hosting a Chinese website or using a Hong Kong workaround can be costly, and it unlocks few of the benefits of hosting inside of China.
Why ICP Matters: Unlocking Essential Local SEO and Digital Advertising Tools
Not having an ICP license can significantly hinder your website’s overall performance and reach. Here are some of the main issues you may face without an ICP license:
Risk of Being Blocked: Websites without an ICP license are at high risk of being blocked due to China’s Great Firewall, leading to complete inaccessibility for users within China.
Website Speed and Load Times: Websites not hosted locally in China tend to experience much slower load times. This includes Image, video and text content, leading to a less than satisfactory user experience. Hosting your website inside China ensures much faster load times and access to your organization’s resources.
Search Engine Optimization (SEO): Without an ICP license, your website’s SEO will suffer. Your website will not appear in organic search results, limiting traffic primarily to direct link access and newsletter mentions. This lack of organic SEO presence means missing out on a vast potential audience.
Search Engine Marketing (SEM): Without an ICP license, you cannot run pay-per-click (PPC) ads on major Chinese platforms like Baidu. This limits your ability to reach potential users through paid search efforts, a critical component of a comprehensive digital marketing strategy, especially in China where there is a lack of access to Western platforms, and therefore, information.
Blocked Organic Traffic: Most major Chinese social networks and search engines, such as Baidu, Bilibili, and Zhihu, will block organic traffic to websites without an ICP license, severely restricting your website’s visibility and accessibility.
Credibility Issues: All aforementioned issues can significantly undermine the credibility of your organization. With no ICP license, slow load times, risk of being blocked, and a lack of access to trustworthy localized materials, local Chinese parents and students may steer away from your organization.
If your local partners don’t have an ICP license, it might be time to switch
In summary, having an ICP license is crucial for the discoverability and effectiveness of your Chinese website. Without it, your digital marketing efforts are significantly reduced. An ICP license ensures that your website is locally hosted, which improves load times and user experience. It is essential for both SEO and SEM, allowing your website to appear in organic search results and enabling pay-per-click advertising. Moreover, it enhances the credibility of your website and eliminates the risk of being blocked by the Great Firewall. At Sunrise, we offer comprehensive services to help you obtain an ICP license, localize your content, and optimize your website for SEO and SEM. By securing an ICP license, you ensure that your website can effectively reach and engage with your target audience in China.
For more information about our China digital services, email us at contact@sieconnection.com