Jiayuan.com International, Inc.

NYSE: DATE

Analysis of China’s largest dating website from a search engine marketing perspective.

Strengths

Sustained growth in search volume of the Jiayuan brand.
Jiayuan brand search volume growth on Baidu.
Educated and white-collar userbase, extrapolated from Baidu demographic info of searches for the brand name.
Jiayuan demographics, based on the Baidu Index.
Partnership with MSN brings in traffic and links. There’s no risk of duplicate content by having member profiles on both MSN and Jiayuan since MSN set the proper exclusions in their robots.txt.
Ranks well in organic results on Baidu and Google HK for competitive keywords like 交友 (personals) and 婚恋 (marriage) on Google HK.
Maintains top paid ad on Baidu for “[city] 交友” queries and “约会” (dating).

Missing out on traffic by not having paid ads on Google.
Site authority not consolidated. Jiayuan redirects love21cn.com (formely Jiayuan’s brand) to a pre-formed Baidu search query instead of a 301 redirect to jiayuan.com.
Pattern of links from directories and in template-based elements, especially footers, may indicate paid links.

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