The evolution of search marketing on major self-media platforms in China can be observed through several key periods and development trends. Initially, the concept of search engine marketing (SEM) emerged in 1994 with the advent of directory-based search engines like Yahoo. During this period, search engine marketing primarily relied on manual editorial directories, where websites were listed through descriptions and keyword submissions.

Later, around the year 2000, the introduction of the pay-per-click (PPC) model marked a new stage in the development of search engine marketing. As search engine technology and algorithms continued to advance, search marketing strategies gradually evolved towards more precise and targeted approaches.

By 2014, the rise of mobile internet and the launch of mobile search engines like Shenma Search prompted the transition of search marketing towards the mobile landscape, reflecting the technological and platform-based evolution of search marketing.

Entering 2021, social media marketing became an indispensable part of digital marketing, with major social media platforms such as WeChat, Douyin, Weibo, Xiaohongshu, and Jinri Toutiao becoming important marketing channels. During this period, search marketing expanded beyond traditional search engines, encompassing a broader range of digital media platforms.

By 2024, industry reports on digital media marketing trends highlighted that precise audience targeting, in-depth content creation, and technological benefits have become the core focus areas. Meanwhile, social media marketing strategies have continued to evolve, with the emergence of conversational marketing, the application of AI tools, and the adoption of full-screen content as new trends. These changes not only reflect the technological and strategic advancements in search marketing but also demonstrate the growing market demand for efficient and precise marketing.

The evolution of search marketing on major self-media platforms in China has traversed a journey from early manual editing to the introduction of the pay-per-click model, the arrival of the mobile internet era, and the deep integration of social media and digital media marketing. This process has witnessed technological progress, shifting market demands, and the continuous innovation and optimization of search marketing strategies.