Baidu is far and away the most popular search
engine in China, but how does it differ from Google?
Here are eight simple tips
to get you started with Baidu SEO…
In the near future, there’ll be more native
Chinese speakers than there are native English speakers online (check out the
Internet access in China is soaring (for instance, last year 233m Chinese accessed the web using their mobiles alone), the Chinese middle class
is growing all the time, and so is their disposable income.
No longer are emerging markets just the places businesses look towards for outsourcing
and manufacturing, now these countries are the places where you want to be
selling, and as we all know, making the move into foreign markets online is by
far the least risky and expensive way to go about it.
Many businesses are currently looking at how
they can attract customers in China, and let’s also take it as read that any
business looking to step into the Chinese market will appreciate the necessity
of having their website completely localised for the Chinese market. That means
professionally translated content in Simplified Chinese, a website design that
takes into account the aesthetic preferences of Chinese internet users, and a
sales strategy aimed at Chinese buyers.
The next step, then, is to make sure you rank in the Chinese internet and
potential customers can find you. Google’s battles with the Chinese government
have been well publicised, but whether or not you think the search superpower
has a solid chance of gaining supremacy in China, there’s no doubting that
Baidu is the most popular search engine for that market, with 63% of the market
share and gaining.
The reasons put forward for Baidu’s supremacy are many and varied; it may be
due to the engine being optimised for Chinese characters, or perhaps it’s due
to Chinese patriotism, or it could just be as simple as the fact that Baidu
links directly to illegal MP3 downloads (and more than half of all Baidu searches
are for MP3s).
So how does Baidu differ from Google? We know the essentials to winning with
the Google algorithm; getting the right mix of long and short tail keywords,
refining them regularly, link-building, local relevancy, regularly updated,
useful content, etc but how does Baidu operate?
Well, here’s eight simple tips
to get you started…
- Baidu doesn’t seem to have the same PageRank inbound linking algorithm as
Google does, so spending your time by building inbound links with relevant
websites in the Chinese internet would largely seem to be a waste of your time,
for SEO at least (never hurts to spread the word a bit).
- You’d be better off investing that time and money into your pay-per-click ad
campaigns, as higher rankings are achieved solely by higher spend – the
relevancy of the content to the search phrase isn’t counted in the way it is
Baidu actively censors its content in line with Chinese government
regulations, so be very careful with what you put on your site – it would be
well worth your time to look into China’s censorship
regime to figure out what you can and can’t say before launching.
- With Google, you can host your site anywhere and then set each subdomain’s
location using the Geotargeting tool to specify which region it’s relevant to.
Baidu doesn’t appear to offer the same service, so your best bet is to buy a
Chinese top level domain and host it on a server in China. Luckily domains and
hosting services are relatively inexpensive in-country.
Baidu still loves metadata. While Google has largely discounted the
relevance of metatags, etc, Baidu still factors these into consideration…and
remember that your metadata should be in Simplified Chinese, not English.
Keyword research. There are a few different ways to check what keywords are
ranking on Baidu, for instance trends on the Baidu
Index or the live keyword ranking feed,
while Firefox has an extension that
displays Baidu stats (a native Chinese speaker may come in handy for all these
- Get ranked for your news posts and get more visitors by submitting your content
updates to the Baidu News Protocol.
Submit your site to
Baidu. This might seem obvious, but if you don’t submit it for the spiders,
you’ll never rank!