SEO on Baidu, how does it work?


What is SEO?




By the initials SEO we mean Search Engine Optimization. More simply it is all the techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine. There are different search engines such as Google which is the global largest one or Baidu, Bing, or Yahoo used in China. The strategy is different for each search engine.




The higher a website is ranked in a search engine, the greater the chance that the site will be visited by a user. Actually, on Internet, people often look at the first results page only. They do not click through pages and pages of search results so if the website is not at the first page it won’t generate traffic.

SEO helps also to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.


Baidu, the largest search engine in China




Baidu is the main search engine in China as Google is blocked by the Communist government.

It is really important in China, even more important than Google for the rest of the world because it controls more than 80% of China’s search market.

Thus, it holds the flow of information for China’s 700 million internet users who are confined to Baidu results.

Infographic BAIDU French PP


Baidu, different from the others search engines




First, as a Chinese company, Baidu is compliant with the local laws and censorship of the state government. It is limited and cannot share all the contents desired.

Then, the search engine is only in Chinese language that is more complex because some words have multiple meanings.

That is why the SEO strategy has to be adapted to this particular search engine. As a company you need to know the specificities of Baidu to know how to increase your website ranking on the search engine. Here are some advices that could help you in your Search Engine Optimization strategy.


SEO tips you need to know to achieve a high rank on Baidu


Avoid simple mistakes

The first important think to note is that you must use the Chinese language particularly the simple mandarin on your content. You should avoid words in Pin Yin because you target Chinese people that do not read Pin Yin. Most of the Chinese do not speak English very well so they will not read your article or website if it is in a foreign language. Moreover, Baidu will not reference your website if it is in English because all its algorithms are in Chinese as well.


Baidu respect the government rules and the censorship so you have to avoid censored topic which attack the policy of the Chinese Government for example. Otherwise all your content risks to be deleted of the search engine. You cannot neither do connections with blogs with censored content otherwise your own website can be removed as well.


Backlinks Campaign The most important 

You need to favour quality backlinks instead of quantity. Baidu prefers the quality rather than the quantity. A backlink is a link from some other website.

As in all SEO strategy, you need to link your text with a few keywords in order that Baidu scan your site easily. In that way, when the user will write the keywords he will find your website at first.

Original Content since 2015

Baidu does not tolerate plagiarism content  so you have to use the WSA Spider to check Plagiarism on your site. The originality prime.


Only Chinese language

Your website will be totally dedicated to China and Chinese people. For that you have to be aware of the Chinese culture and consumers’ behaviours to improve the quality of your content.

You can add to your organic range including techniques such as keywords, backlinks, link popularity and so on a PPC campaign.  With a pay per clicks online advertising, you can spend some money to achieve the bustling traffic.




Authority Links

You need also to focus on links from local websites which have official authority and are hosted locally. 

Links from Official Press is also a very good way to enforce your Autority. 

Respect Baidu Guidelines

Then you have to respect the page optimization that includes various aspects like Meta description, alt tags, title tags, and title of keywords, using simplified Chinese language. Keyword Analyzer and tools of SEO Web Analytics need to be involved in every process of optimization.

Finally you have to be sure you only use a website with a domain hosted in China like .cn or because they are easier to be tracked by Baidu.



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