Search Engine Optimiztion for Baidu
Search Engine Optimization for Baidu
Looking into search engine optimization for Baidu? As more and more companies reach internationally in the digital age, global SEO can be the key to bump web traffic and expand a market. However, international web marketing introduces the new challenge of region-specific search engines, and all the complexities of unique ranking factors and indexing practices that come along with them. For companies seeking international SEO, it is always critical to consider the website optimization tactics specific to their most popular regional search engines—hint: it isn’t always Google.
This article addresses some of the important points to consider when performing search engine optimization for Baidu, which is the most popular Chinese search engine.
Baidu-The Chinese Search Engine
Baidu is used throughout Mainland China and by many Chinese speakers in other geographic locations across the world. The Baidu web services company includes the search engine, and online community services such as social media platforms, encyclopedias, and discussion forums. In addition, Baidu hosts a music service and various other media platforms. Increasing your brand visibility in China necessitates a strong familiarity with Baidu and the way users interact with it.
Search Engine Optimization for Baidu
As an introduction, this article will illustrate that SEO for Baidu requires you pay attention to several distinct areas:
Architecture and Format for Baidu SEO
First, make sure you have a Chinese website domain extension (.cn) and Chinese IP address location. Having a domain hosted outside of China will not exclude you from Baidu results, but as a best practice, having a domain hosted by a CN domain will allow the website to run faster and be more efficient for users.
The Chinese Language and SEO
Chinese language SEO is unique in that Chinese simplified characters and Chinese pinyin (the Romanized version of Chinese characters) are used on the web and in the back end of website builds. For website optimization with Baidu, the URL should be in pinyin, but Baidu crawlers prefer the title tags, meta descriptions and keywords, along with alt tags and heading tags in simplified Chinese characters.
Make sure that all content is well-translated (NOT by Google translate!) and that you are using relevant keywords. Keywords are still an integral part of Baidu’s rankings. Use Baidu’s keyword research tool to become informed about what keyword trends to target in your content. Baidu keyword tool can also help you stay up-to-date about what phrases are popular in social media and other quick-changing sites. Include widely searched, relevant keywords throughout page titles and in the content of your pages. It is a good idea to hire a native Chinese speaker to check over all content—obvious foreign errors can alienate users and make your site seem less trustworthy or authoritative.
Linking for SEO
Baidu SEO is very similar to Google SEO in the way that linking is a key factor in Baidu ranking. Linking to and from other authoritative, Chinese-based sites is most favorable. Interestingly, you should be aware that Baidu does count URLs in the text that aren’t hyperlinked. Like Google, anchor text is important and linking that demonstrates quantity over quality is generally viewed as spam.
To conclude, the Search Engine Journal states that just 16% of Chinese Internet users search the web with Google. So, open your doors to the approximately 400 million Baidu users, and polish up your search engine optimization in China with the tips above. Considering the SEO tactics specific to Baidu can help you expand your web presence in China, bump traffic to your site and tap into new, ever-expanding markets.