SINA Corporation, a popular internet portal in China, and Google, are partnering for search, ads, and news–in an effort to provide what they’re calling a “better search experience” in China.

As a result of the partnership, Google’s web page search service will be embedded in SINA’s search box. Embedding Google in SINA’s search box will allow users in China to switch between online content and web page search.

Under the terms of the advertising agreement, SINA advertisers will be able to “maximize their brand value, leveraging SINA’s large traffic and Google’s proven online advertising system and experience.” Through this partnership SINA will increase its influence among Chinese portal users, and Google will “continue to popularize its brand, products and services in China.”

In what Google and SINA are calling “the near future”, they will eventually expand this partnership to include news and other web content areas in an effort to provide internet users in China a better search experience.

SINA Corporation is a leading online media company and value-added information service (VAS) provider for China and for global Chinese communities. With a branded network of localized web sites targeting Greater China and overseas Chinese, SINA provides services through five major business lines including SINA.com (online news and content), SINA Mobile (mobile value-added services),

SINA Community (community-based services and games), SINA.net (search and enterprise services) and SINA E-Commerce (online shopping). Together these provide an array of services including region- focused online portals, mobile value-added services, search and directory, interest-based and community-building channels, free and premium email, online games, virtual ISP, classified listings, fee-based services, e-commerce and enterprise e-solutions.

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