And perhaps unsurprisingly, Baidu often favors its own businesses in search results. This is not an insurmountable challenge, however. Rather than focusing solely on ranking via the main keywords in which Baidu sites dominate , you should also be trying to optimize for secondary and long-tail keywords to help drive up visitor numbers. For a long time, it was widely held that ranking well on Baidu requires having a local Chinese domain such as. Local Chinese domains make up just 9.
This is because these cheaper, unfamiliar domains are often used by spammers, which makes people suspicious of them. Social media is extremely popular in China, so having a strong presence on these channels is vital for communicating with consumers. And the research shows this has a positive correlation with higher rankings. Many Western websites have failed to remove these links when they had their websites translated and reworked for China.
Previously Baidu had a reputation for search results being easy to manipulate, with SEOs using spammy or paid-for backlinks to drive up rankings. This has changed, with the search engine now much better at being able to detect such artificial tactics. You should instead focus on attracting a large number of genuine backlinks from a variety of good quality websites that are themselves highly visible in results.
As with Google, Baidu sees backlinks from other trusted and relevant websites as a positive, reassuring signal. To be found by Baidu your website clearly has to be written in Chinese. Almost every page ranked in the top 10 on Baidu for common ecommerce search terms is written in Simplified Chinese Characters, rather than the Traditional Chinese Characters that are used in Hong Kong and Taiwan.
That battle is also heating up in the mobile search territory in China, which is home to about million to million mobile users, about double the size of its Internet users. There are about 40 million mobile Internet surfers at the start of the year. And the number is expected to grow very rapidly. But even with the explosive growth in China, Baidu has even bigger ambitions.
It already has moved into the Japanese search market and wants to become an international household name in about fifteen years. But in the case of Google against Baidu, this type of interference did not only influence. The Google search engine left China in , redirecting the portal to another based in Hong Kong, an autonomous region with looser legislation. Its launch took place in , with which the largest search engine in the world only had a presence in the Chinese market for four years.
The internal operation did not work as it should, or at least as it worked in the rest of the countries in which Google had activity. Its engineers were motivated to work on current projects or to make new and innovative ones taking advantage of the huge code base of the Californian Company.
However, the Chinese employees did not have access to this base, which had their functions very constrained. The discovery that the government was taking advantage of a Gmail security breach for espionage was what led Google to make the decision to leave one of the most important markets in the world, within which many Western companies are complying with the laws of the country.
Google was hit hard by Baidu in It adopted many of its initial ideas from Google, but quickly began to differentiate itself. It focuses solely on the Chinese language, which has given it space to nurture its understanding of Simplified Chinese. It grew in popularity because of its superior ability to understand Chinese text and thus deliver quality results for Chinese users. Baidu has several web properties outside of the search engine.
It offers services, such as travel sites, music platforms, translation services, and much more to its users, with these web properties often prominently featured on the search results pages. Baidu is investing heavily in AI and autonomous cars. If you want to learn more about how to succeed with SEO for Baidu and expand your business into China, here is what you might find similar and different when venturing onto the Chinese search engine.
When you first started learning about SEO in the West, you likely explored features, such as the site meta data, the architecture of the site, and understanding canonical URLs. These features should also be used for content and SEO for Baidu. Keep in mind, however, that while they might look similar, the search engine likely weighs them differently. For example, although Google only uses meta descriptions on the SERP and they do not directly impact rankings, SEO for Baidu does consider the content in the meta description.
Mobile should also play a prominent role in your SEO for Baidu. Google, and the other major western search engines, have placed a larger emphasis on mobile devices in recent years, particularly with the introduction of the mobile-first algorithm. In China, however, mobile devices have dominated the scene for a while.
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