Useful tips for a winning SEO campaign in China !

Gaining visibility and notoriety is what any company is aiming for. Ranking number 1 on the search engine is the top objective. To reach such goals, companies need to set up an effective SEO strategy. Here are some tips to succeed in your SEO strategy in China, which is a bit different than the usual SEO by using Google. To penetrate the Chinese market you’ll have to focus your campaign on Baidu.

In 2023, Baidu is the most used search engine throughout China with more than 65% share on the search engine market. Indeed 90% of Chinese netizens make research on Baidu every month.

Cost-Effective Agency

KPI and Results focused. We are the most visible Marketing Agency for China. Not because of huge spending but because of our SMART Strategies. Let us help you with: E-Commerce, Search Engine Optimization, Advertising, Weibo, WeChat, WeChat Store & PR.

A website in Chinese

Sans titre

This may look obvious, but proposing Chinese content is the key to penetrating this market.

First of all, having an English website will penalize you for referencing Baidu (Number 1 search engine in China) who will rather favor a website in Chinese than in any other language. You should also be careful of the translation, it should be in proper Chinese and not a word-to-word translating, which may not fit the requested tone of interaction between a brand and its customers. And it is an understatement to note that the vast majority of people will search for information in their own language first.

To optimize your position on Baidu research you must also host your website on a ‘.cn’ website!

Take in account the different research behaviours


Chinese netizens are more likely to use keywords while westerners are more likely to do Google research by using full sentences. This is why the use of keywords is less competitive on Baidu than on Google because it is extremely specified.

Find percussive keywords


As said before, Chinese netizens have the ‘keyword’ culture, you should then define a set of keywords, translate them into Chinese and then target those that offer a good compromise between traffic and competition. A very interesting keyword with a lot of keyword search will be less interesting than a keyword with half of the keywords but almost no competition. As would do Google Analytics or Google Adwords you have a similar service offered by Baidu called Baidu Tongji. Thanks to Baidu Tongji, you can observe which words are the most used over a period, it is based on the research made via the Baidu search bar.

After shaping your keywords pack you should now use them as many times as you can, in your titles, in your content to optimize your referencing. But be careful on the choice of your keywords, some of them could be censored by the government and your website could eventually be banished from Baidu.

Have a well-though website plan


Baidu’s robots are giving a lot of credit to home pages, this is why you should, first, have a well-informative home page that will contain every essential information. To do so, you should then always manage to give updated qualitative content and backlinks, the more you take time to update, the more your website will lose places in the search results page.

Take also into account that 80% of Chinese netizens use the Internet via their mobile phones, so, don’t forget to create a phone-optimized website.

Baidu’s SEM tool : Pay Per Click


SEM may seem the most appealing method at first but will quickly become very expensive, especially with a PPC four times as expensive as Google PPC. So, while in the short run you may be leaning toward a PPC campaign, the most efficient strategy is an SEO campaign that will bring you lasting results where a PPC campaign would stop as soon as you would stop financing it.

It is far from easy but you now have the main tools to start your SEO campaign in China. If you want to go for further information about SEO in China, contact us, we can help you:

  • Translate and optimize your Website for China
  • Open and run a PPC account for Baidu
  • Choose the right keywords for a good ranking

Our Baidu SEO experts will be happy to discuss your project.


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One Comment

  1. Hello my name is Allisha and I am the SEO manager here at SIO. We can help you with our strategic superpowers to improve your organic search, we offer services per month for a $150/10 keywords package including below outlined monthly services & deliverable.

    Process 1: Competitors Keyword Research and Analysis: We have to select the right keywords to have potential traffic for you business so we will analysis your competitors keywords optimization strategy to know what they are targeting and we will follow the same.

    Process 2: Competitors On Page SEO Optimization: We will compare your website onpage strategy to your competitor to know what factors we are missing, and then we will prepare a plan of action of that to fix them step by step.

    Process 3: Competitors Link Building Strategy: Your top 3 competitors must have been using the quality link building strategy as a result they are on top page. So to beat them on this point we will download all the backlinks of your competitors then we will start analysis one by one to create backlinks for your website on the same place.

    Process 4: Competitors Content Development& Marketing Strategy: We will compare your website content to your competitors to see in which point we are lacking and we will fix that by developing strong content that meets specific compliance.

    Process 5: Competitor Social Engagement Strategy: We will compare your social media presence to your competitors to know in which point they did beat you and we will fix that efficiently and effectively.

    Process 6: Competitors Local SEO Strategies: We will compare your local results to your competitors and will take care of Citations, Reviews, and Google Places Optimization with a goal to get your website on Page #1 and inside the Map Listing and other Local Directories.

    We would like to corporate with you for Baidu SEO possible you think ?

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