In the vast realm of search engine optimization (SEO), targeting the right search engines can make a significant difference in your online visibility. If you’re looking to expand your online presence in China, Baidu is the search engine to focus on. Baidu holds a dominant position in the Chinese market, and optimizing for it can be a game-changer. In this guide, we’ll tell you how to get started with Baidu SEO, ensuring your content ranks well and reaches your target audience.
Understanding Baidu SEO:
Baidu SEO is all about tailoring your website and content to the preferences of the Chinese audience. Baidu operates differently from search engines like Google, so it’s essential to understand its unique features:
- Chinese Language and Content: To succeed on Baidu, your website must be in Chinese, or at least have a substantial portion of content in the language. Baidu prioritizes Chinese-language content, making it a vital component of your SEO strategy.
- ICP License: Baidu requires websites to have an Internet Content Provider (ICP) license. This license demonstrates that your site complies with Chinese regulations, and it’s a prerequisite for indexing on Baidu.
- Mobile Optimization: As with Google, mobile optimization is crucial. Ensure your site is responsive and mobile-friendly, as many Chinese users access the internet via mobile devices.
Keywords Research:
Keywords are King：
Just like other search engines, Baidu places immense importance on keywords. However, it has its unique way of analyzing and ranking keywords. Let’s consider an example: If you’re selling skincare, you’ll want to conduct thorough keyword research, finding relevant terms in Mandarin, and understand how users search for your products. Here is an example for keywords research:
- Brainstorming a List of Root Keywords.
- Search Suggestions – When you type in your keyword in the search box, the dropdown menu will provide a list of predicted search queries. This process is fully automatic, so you will need little to no effort. For example, let’s say you’re searching for “秋季护肤品（skincare for autumn）” This is what your predicted search query will look like:
- Related Searches – There’s a list of keywords given at the bottom of a search results page. It’s generally placed right on top of the page selector. Here’s a list of related keywords at the bottom of the page:
- Keyword Tools given by Search Engines – You can also use tools like Baidu Keyword Planner to expand your keyword list.
- Search Data (Paid) – If you’ve been using phrase match to purchase search ads, you can look at various search term visitors and potential customers have used to click on your website.
Optimize Meta Tags:
Meta tags, including title tags, meta descriptions, and header tags, play a crucial role in Baidu’s algorithm. To optimize your site for Baidu, create meta tags that incorporate relevant keywords. Here’s an example: For a mobile phone e-commerce website, your title tag could be “热销手机 – 最新智能手机价格与评论” (Bestselling Phones – Latest Smartphone Prices and Reviews).
Website Structure and Mobile Optimization:
Simplified Design:
Baidu prefers websites with straightforward structures and minimal use of JavaScript. Keep in mind that Baidu’s web crawlers may not interpret complex design elements effectively.
Mobile Friendliness:
Given the increasing use of mobile devices in China, optimizing your website for mobile is essential. Implement responsive design principles to ensure your site functions seamlessly on various devices.
Link Building:
Link building is an important aspect of SEO for Baidu, but it requires a slightly different approach:
- Baidu Baike: Baidu Baike is a Chinese-language encyclopedia similar to Wikipedia. Creating and optimizing a page about your brand or business on Baidu Baike can help improve your online presence.
- Baidu Zhidao: Engage with Baidu Zhidao, a Q&A platform. Answer questions related to your industry and link back to your website when appropriate. This can drive traffic and improve your Baidu SEO.
- Local Backlinks: Building relationships with local Chinese websites and obtaining backlinks from them can boost your website’s credibility in Baidu’s eyes.
Tracking and Analytics:
Measuring the effectiveness of your Baidu SEO efforts is essential for ongoing success. Use Baidu Analytics or other tracking tools to monitor your performance. Pay attention to key metrics like organic traffic, keyword rankings, and user engagement.
To get started with Baidu SEO may seem challenging at first, but with the right approach, it’s a manageable task. To sum it up, focus on Chinese language and content, conduct in-depth keyword research, optimize your on-page elements, build relevant links, prioritize mobile SEO, and track your progress. By following these guidelines, you’ll be well on your way to improving your online visibility in China’s largest search engine, Baidu. Remember, patience and persistence are key in the ever-evolving world of SEO. If you are looking for SEO expert to help you about Baidu SEO, just contact Deep Digital China for support.