[2025] SEO Updates with the #1 Chinese search engine : Baidu

Baidu is the Google of China, useful to get visibility via search engine in China.

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November 2024, China’s search engine market is dominated by several key players. Below is a table summarizing the top Chinese search engines, their estimated market shares, user bases, and notable associated services:

Search EngineEstimated Market ShareEstimated User BaseNotable Associated Services
Baidu~60%~500 millionBaidu Maps, Baidu Cloud, Baidu Tieba, Baidu Knows
Sogou~13%~200 millionSogou Input Method, Sogou Browser
Bing~11%~150 millionMicrosoft Office Online, Outlook.com
Haosou (360 Search)~5%~100 million360 Browser, 360 Total Security
Shenma~2%~50 millionUC Browser, Alibaba’s e-commerce platforms

Note: The above figures are approximate and based on available data as of November 2024.

Baidu remains the leading search engine in China, offering a comprehensive suite of services that cater to various user needs. Sogou and Bing follow, each with significant user bases and unique associated services. Haosou and Shenma, while holding smaller market shares, continue to serve niche segments of the Chinese internet population.

These search engines not only provide search functionalities but also integrate with other platforms and services, enhancing their value propositions to users.

Baidu is the master search engine in China

After the pull out of Google in China, Baidu became the favorite search engine in China holding 61% of the market share. Therefore if you are considering opening a business in the Middle Kingdom, it is essential to optimize your ranking in the SERP (Search Engine Response Page). Baidu’s of course, but also the SERP of 360 or Sogou. Nevertheless, Baidu function like no other and is very different from his counterpart, Google.

 

SEO guidelines are more than welcome if you find yourself in this position. there are special characteristic to achieve. If you want to fill up Baidu’s criteria and standards : creation of quality and quantity content, implementation of links and not forgetting how annoying censorship can be in the country.

 

SEO tips of Olivier VEROT, founder of GMA 

Alright, let’s see this: SEO for Baidu isn’t the same game as Google SEO. If you’re trying to win in China, you need to play by Baidu’s rules. Here are 10 power-packed tips to dominate Baidu search rankings, Gary V style—with real talk, examples, and actionable insights:


1. Get Hosted in China (or Hong Kong)

  • Baidu loves fast-loading, locally hosted sites. If your site is hosted outside China, expect slow load times, which will tank your rankings. Hosting your site in China not only speeds things up but also shows Baidu you’re serious about the market.
  • Example: If you’re an e-commerce brand targeting Chinese consumers, move your hosting to Alibaba Cloud or Tencent Cloud to boost your performance and crawlability.

2. ICP License ( No Need in Step 1) 

  • No ICP (Internet Content Provider) license, is necessary for 90% case of  Baidu. This government-issued license is mandatory if you do Ecommerce on your website

3. Focus on Simplified Chinese Content

  • No English… Baidu is a Chinese Search Engine
  • No traditional Chinese use in Taiwan, Hong Kong, Singapore
  • Baidu prioritizes Simplified Chinese over English or other languages. Your content needs to resonate with Chinese audiences, written in their native tongue and cultural context.
  • Example: Instead of translating your site, localize it specially title . A food blog talking about “brunch spots” in Beijing should reference “dim sum” and local flavors to connect with the audience.
  • Dont be Boring Please 😉

4. Content is King, “But” Keywords Rule 🙂

  • Keywords on Baidu work a bit differently. Long-tail keywords and exact-match phrases dominate. Forget stuffing—focus on relevant, localized keywords.
  • Example: If you’re a skincare brand, target phrases like “抗衰老护肤品” (anti-aging skincare) instead of generic terms. Tools like Baidu Keyword Planner can help you pinpoint high-volume searches.

5. Optimize for Baidu Snippets (Rich Results)

  • Baidu loves giving users instant answers. To win snippets, structure your content with FAQs, bullet points, and tables.
  • Example: A travel company promoting trips to Hangzhou could create an FAQ section like:
    • “Best time to visit Hangzhou?”
    • “What are the must-see attractions in Hangzhou?”

6. Invest in High-Quality Backlinks

  • Baidu values quality over quantity when it comes to backlinks. Get links from authoritative Chinese sites that are relevant to your niche.
  • PR Article… with or without backlink, just the website name , baidu can recognize it. 
  • Example: If you’re in the tech industry, get backlinks from respected platforms like Tencent News or 36Kr. Avoid spammy link exchanges—Baidu’s Money Plant algorithm will bury you for that.
  • When you get High Quality Backlink you can have lower quality one on your inner page


7. Create a Mobile-First Strategy

  • Over 80% of Baidu searches are on mobile. Your site needs to be mobile-friendly and fast-loading.
  • Example: Baidu’s MIP (Mobile Instant Pages) framework can drastically improve load speeds. A clothing retailer could use MIP to create seamless mobile shopping experiences.
  • A big bonus for Mobile Website 

8. Use Baidu-Specific Tools

  • No Google websmaster tools, Sorry guys
  • Baidu has its own suite of tools that you need to leverage. Think of Baidu Webmaster Tools as your control center.
  • Example: Use Baidu Analytics to track user behavior and Baidu Ping to submit your latest URLs for faster indexing. It’s like giving Baidu a direct heads-up about your new content.

9.  Baidu Paid Ads, Should I go or not? 

  • Organic SEO is great, at beginning but Baidu’s PPC (Pay-Per-Click) integration is next-level for visibility. Running ads boosts trust and clicks, indirectly supporting your organic ranking.
  • Example: A luxury watch brand can run a targeted Baidu PPC campaign for “奢侈手表” (luxury watches), driving both traffic and credibility in search results.
  • SEM account can give you a credibility. with Baidu Lvl check. It is called Baidu Passport


10. Localize Your Social Media Integration

  • Baidu heavily integrates with Chinese platforms like Weibo, Douyin, and Xiaohongshu. Your brand’s social presence impacts your SEO, little backlink and good for your E-Trust
  • Example: If you’re a hotel chain, post engaging content about your amenities on Xiaohongshu and link back to your site. Baidu loves these cross-platform signals.


Bonus Tip: Stay Updated

  • Baidu updates its algorithms frequently. What worked last year might not fly now. Keep an eye on changes and adapt your strategy and follow our Tips on Baidu 

https://seoagencychina.com/baidu-seo/

 


Bottom Line: If you’re not tailoring your SEO to Baidu’s unique ecosystem, you’re leaving money on the table. Focus on localization, quality content, technical optimization, and Baidu-specific strategies. Crush it by meeting Chinese users where they are—and giving them exactly what they need. Let’s go! 🚀

 

 

 

What is the content requirement needed ?

Baidu has a strict content policy. It penalizes websites that have duplicate content. Therefore, it is necessary to erase double and irrelevant information but also to have as many pages as possible because Baidu gives bonus to those website. Nevertheless, those pages need to to have a minimum of 300 words each. Don’t hesitate to insert internal link, Baidu will think that the content is rich and frequently uploaded.

Moreover, it is mandatory to use simplified Chinese character if you want to be able to reach your target. Only 1% of the population is capable of reading and understanding perfectly English. All content should be written in Mandarin. Don’t forget that there are multiple dialects and meanings for a single character so you should be cautious. About the meta descriptions, Baidu is still old school and keeps on using description as a key factor in the result. The best solution will be to include a keyword or two next to brand terms and stay in a limit of 78 simplified Chinese characters.

Just like Google, only 70 characters are recommended when you choose a title. However, what you might not know is that in Chinese, two characters are equivalent to one word so the limit will be around 35-40 characters which include the keywords as well. Keywords that are very important on Baidu’s SEO. It is a critical factor for the ranking on Baidu. All pages must include 3 to 5 keywords phrases. Baidu algorithm is very basic, so use ALT attribute for your images, it is an important factor of ranking.

To finish, your site must be hosted in China. To optimize the navigation and get a bonus from Baidu, you have no other choice. This is how the government controls informations on Internet.

What are the technical requirement needed ?

Baidu has some strange standards. It does not accept website that use robots.txt. Therefore you should leave this function out. Also, it is not interested in multiple domains and sub-domains are not accepted. If you want to use a multilingual website, or another domain, you should not include it in your Chinese version but create another website.

Chinese are over a billion, half of them use Internet… 24/7 ! The speed is another factor used in ranking so try to optimize your website speed. Moreover, we don’t recommend you to use iFrames for important content. Baidu usually don’t download all the content (again because of the speed) and it has a lot of difficulty to track iFrames such as JS and Flash.

To build link, internal and external, you should include keywords with anchor text. Because if Baidu is ahead in something, it is the quantity and quality of inbound link thanks to its algorithm. So don’t hesitate to put a lot of links high quality links and link building but even low-quality one.


 

Looking for a Kickass SEO Agency?

Stop Searching—We’re GMA China, and We Deliver.”

Let me get straight to the point: if you want to dominate Baidu and crush it in China’s digital landscape, you need an SEO agency that knows the game inside out. That’s us. GMA (Gentlemen Marketing Agency) isn’t just any agency—we’re the SEO ninjas who make your brand impossible to ignore.

We’re not here to fluff around with generic strategies. We’re here to:
✅ Website Localization, Audit 
✅ Optimize your site for Baidu-specific algorithms (like Money Plant).
✅ Craft localized content that makes Chinese consumers click.
✅ Drive targeted traffic through cutting-edge tactics.
✅ Build backlinks from trusted Chinese platforms (no shady shortcuts).

Want to win in China? You need speed, strategy, and an agency that gets results. We’ve done it for brands like yours, and we’re ready to do it for you.

Stop wasting time. Start crushing it. Let’s talk SEO and get you the results you deserve. 🚀

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3 Comments

  1. It is pity that people are sharing such waste online newspaper about Baidu SEO whether it is published by big shitnews and not your blog, so usefull for SEOist …or whoever it may be. People who says SEO is not usefull can be judged immediately what their marketing knowledge is and more over a place like social media with too many fake members is crediting as worth indicating their values and status. I only can encourage such news posts and people who share them .

  2. Why did the marketer cross the Great Firewall of China? To get to Baidu, of course! But be warned, navigating the Chinese search engine can be a challenge, so make sure you’re prepared with a solid strategy and a deep understanding of the Chinese market.
    This article provides valuable insights and tips for businesses looking to navigate the Chinese search engine Baidu. The article highlights the importance of understanding the unique characteristics and preferences of Chinese consumers, as well as the regulatory and legal environment in China. The article also provides tips for optimizing website content and keyword strategy to better rank on Baidu.

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