What Brands Must Know about SEO in China [2025]

SEO for Baidu isn’t just about playing by the rules—it’s about redefining them.

Baidu has introduced significant updates to its search engine optimization (SEO) framework, reflecting its commitment to enhancing user experience and search result relevance. These changes present both challenges and opportunities for businesses aiming to improve visibility on China’s leading search site.

Think, local relevance, and cutting-edge tech.

With these 10 tips, you’re not just optimizing—you’re leading the future. If you’re not ready to innovate, you’re not ready to win in China. Let’s make it happen. 🚀

A successful digital presence in China is the main challenge for brands today.

Is Baidu your friend?

Not Really

The very basis of SEO on Baidu starts with a .cn domain name and is written in pinyin.

The perfect combo will be to have a brand website in China with a .cn to receive a bonus, or at least not receive a penalty. Indeed, Baidu gives precedence to China mainland hosted websites such as websites hosted outside of China

disruptive, innovative, and relentless in optimizing for success. If you’re doing SEO for Baidu in 2024-2025, it’s not about following trends; it’s about shaping the future. Let’s dive into 10 groundbreaking tips to dominate Baidu rankings and revolutionize your approach.

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1. Think Local: Onsite modification

• If you’re serious about playing in China, you need an hosting in China or hong Kong…
• You have to optimize your Site for Chinese Firewall.
• Without it, Baidu won’t prioritize your site, period. This license gives you credibility in the eyes of both Baidu and Chinese consumers.
• Example: Tesla secured its ICP license early for its China site, enabling fast loading speeds and better indexing on Baidu. Don’t skip this; it’s your ticket to the game.

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2. Optimize Content For Chinese & Baidu

Does good content writing rhyme with good ranking?

You will therefore understand if the Made In China premium, then your content should be in Mandarin for better SEO. Consider also upstream in search of smart keywords to integrate your content based on research of your target, but also taking into account the censorship. We can not say everything in China!

To move to one of your main keywords, use the meta tags: title and description, and integrate your keyword in your code! Remember that once a consumer thinks he will buy a product checker your name on Baidu (legend photo)

Marcus Zhan, Director of GMA

“Also repeat your keywords in your titles, content to have a clear positioning and SEO on Baidu. You can also bet on backlinks, however, you need from this year bet on qualitative backlinks rather than quantitative, related to your brand, your themes. “

 

• You must think not only quality content but also qualitative navigation
• ie create a truly experiential website but also responsive to the user ( increased use of mobile in China, if the target has not a mobile design that can create navigation concerns for the consumer in the short term does not retry the experiment).
• Since the different KPIs are included in Baidu SEO, it will be important for your website to have a low bounce rate, a number of pages viewed and time spent on the important site …
• The Internet must stay on your site, go beyond the home page! And he obviously is that going beyond the home page means our home page makes you want. Also, be aware that this famous home page will have a “power” on your most important SEO because Baidu tends to give more importance to the home page and abandon the other pages of the site.
• And finally, it is important to frequently update your website as Baidu takes in
• By 2025, voice search will dominate. Baidu has invested heavily in AI-powered voice assistants like DuerOS, and more Chinese users are searching by speaking, not typing.

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3. Leverage Baidu’s Ecosystem

• Presence in Baidu Site is necessary: Tieba, Baike, BaijiaHao more here
• Baidu’s AI ecosystem (Ernie Bot, Baidu Brain) is the backbone of its search. Incorporate AI-friendly structured data to ensure Baidu understands and prioritizes your content.
• Example: Add rich schema for your product pages so Baidu can feature your content in AI-generated snippets or direct answers.

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Integration of ERNIE 4.0: Baidu’s latest AI language model, ERNIE 4.0, has been integrated into the search algorithm, enabling more accurate understanding of user queries and content context. This advancement emphasizes the importance of high-quality, contextually relevant content for effective SEO strategies.

4. Backlinks : Popularity

• Forget Google-style backlinks. Baidu favors localized, culturally relevant backlinks tailored to Chinese audiences. It’s not just about language—it’s about localization tone, style, and references.
• Big PR are of course a big plus
• Increased Presence of Baidu’s Own Services: Recent studies indicate a rise in the dominance of Baidu’s proprietary services within search results. For instance, Baidu Baike (similar to Wikipedia) and Baidu Zhidao (a Q&A platform) are occupying more top-ranking positions. This trend suggests that businesses may need to engage with these platforms to enhance their online presence.
• Enhanced Backlink Evaluation: The quality and relevance of backlinks have become more critical in Baidu’s ranking algorithm. Links from reputable, contextually related Chinese websites are now more influential, highlighting the necessity for strategic link-building practices.
• Philip Chen CEO gentleman.
  “It is necessary that the site’s backlinks are consistent. The idea is not to put as much as possible in order to increase its SEO but rather to use this tool to create quality and intelligent e-reputation!“

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5. Focus on Mobile Optimization

• China is mobile-first, and Baidu’s Mobile Instant Pages (MIP) give a ranking boost to fast-loading, mobile-friendly sites.
• Example: Tesla’s China website uses MIP to ensure lightning-fast load speeds, reducing bounce rates and improving user experience. Make sure your mobile site works flawlessly—or get left behind.

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Emphasis on Mobile-First Indexing: With the proliferation of mobile internet usage in China, Baidu has intensified its focus on mobile-first indexing. Websites optimized for mobile devices, featuring responsive design and fast loading times, are likely to achieve better rankings.

6. Invest in Baidu’s Vertical Ecosystem

• Baidu isn’t just a search engine; it’s an ecosystem with platforms like Baidu Zhidao (Q&A), Baidu Tieba (forums), and Baidu Baike (encyclopedia). Dominate these verticals for additional visibility.
• Example: If you’re a space-tech company, contribute expert Q&A content on Baidu Zhidao about satellite technology. It’s like building backlinks but smarter.
• All social backlink, presence are positive for your brand reputation on Baidu

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7. Dominate Baidu Maps and Local Listings

• Baidu Maps is critical for local SEO in China, especially for physical locations. Optimize your Baidu Map listing with accurate info, images, and customer reviews.
• Example: A futuristic hotel in Shanghai could highlight its proximity to iconic landmarks using Baidu Maps, ensuring it shows up when users search “best hotels near The Bund.”

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8. AI-Driven Keyword Research

• Forget basic keyword tools. Use AI-powered insights to identify emerging trends and long-tail keywords. Baidu’s AI algorithms prioritize intent-driven, nuanced search terms.
• Example: Instead of targeting generic terms like “electric cars,” focus on phrases like “electric cars with the longest range in winter conditions.” Use Baidu Index for trend analysis.

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9. Video Content: Own Baidu Haokan

• Video is exploding in China, and Baidu’s video platform Haokan is the gateway to visual SEO. Create engaging, short-form content optimized for Haokan.
• Example: A drone company could post videos showing drones in action in unique environments, directly linking to their product pages on Baidu.

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10. Sustainability is a Ranking Boost

• Sustainability matters. Chinese users are increasingly eco-conscious, and Baidu rewards sites that align with this value. Highlight your green initiatives and eco-friendly practices.
• Example: A solar panel company could create a dedicated Baidu Baike page discussing their impact on reducing China’s carbon footprint.

Q&A about Baidu

Do I need an ICP in China?

not necessary

indexing.

Submit to Baidu Index when your Website is ready. be Clean, no censorship tools, api etc.

SEO VS SEM , what to choose?

When the result of the potential appearance of your SEO fierce establishment seems too long or not important enough you can also bet on the SEM (Search Engine Marketing) said paid search. You can make buying banners that will increase your traffic, but also the purchase of keywords (unlimited in the choice of keywords, but be careful to define its target goals, the most used keywords, and pay attention also to censorship).

The purchase of keywords will allow you to appear on the first page of the search engine. SEM campaigns will be able to measure CPC (cost per click) or even CPM (cost per thousand). The brand will also be able to invest in the Baidu brand area in terms of SEM strategies.

 

Brand Zone , what is that

Baidu Brand Zone is actually a personalized space for brands, which appears at the top of the page on Baidu, which allows brands to put videos, descriptions, products … This allows brands via keywords to own qualitative area on the search engine, content with videos, pictures, social networks backlink to the brand. This tool significantly increases its e-reputation, however, it is very (very) expensive.

Do Chinese use Baidu ?

Yes of course, but not for everything.

Clearly, Baidu while still the leader and the must in a well-designed web marketing strategy, you need to be careful about what you do. Indeed, after a scandal of result manipulation and a PPC 4 times higher than Google, the search engine is definitely not your ally in conquering the Chinese market you wish to target. Therefore you must choose experts to help you find the right loopholes in order for you to have ranked well on the keywords related to your company and its offer.

Should you have a project, just contact us!

• Learn more about us and our Baidu SEO/SEM Services
• SEO in China is fundamental there
• The mistakes to avoid in Chinese SEO and there