While Google, Bing, and Yahoo management the West’s market share of search engine visitors, different search engine Baidu is the king of search in China.
If you need to make your content material recognized on Baidu, you want a powerful search engine marketing technique to information you. What works on Google might not work on Baidu, nevertheless, so we’ve created this information to train you ways to earn a place in Baidu’s search engine outcomes for customers which are in the U.S.
What Is Baidu?
Baidu is an web and AI firm providing a spread of providers, together with search, cloud computing, music, maps, translation, video, and even self-driving automobiles. One Baidu service, Baidu Baike, is even regarded as a Wikipedia clone. The on-line encyclopedia boats over 16 million articles and 6.9 million editors.
Yet, the greatest asset Baidu provides is its search engine. Originally launched in 2000, Baidu was an early participant in Chinese search. In some ways, their early platform appeared to copy Google in strategy and design, main many to consider them as a Chinese Google copycat relatively than a real competitor.
Fast-forward to the present day, and Baidu owns 68.5 % of the search engine market share in China and boasts round 1.54 billion searches per day. They convey in a mean of $16.4 billion per yr and report round 202 million each day energetic customers.
A big a part of Baidu’s success will be attributed to its capability to index Chinese net pages higher and extra successfully than some other search engine. The user-face is simply out there in Simplified Chinese, and the search outcomes give precedence to Chinese language websites. Few non-Chinese language websites are ever included in the Baidu index or search engine outcomes.
Baidu Vs. Google
Baidu has at all times been critiqued as being a Google copycat, and the similarities are definitely current.
When Google determined to cease displaying advertisements on the Search Engine Results Page’s right-hand facet, Baidu adopted go well with just a few months later.
Both search engines like google provide the same user-face: a easy emblem, a search bar, and added options beneath.
In phrases of product choices, maps, music and video platforms, translation providers, and journey websites are on each platforms.
Both Google and Baidu provide related search options, although Google’s algorithm and indexing capabilities appear to be a bit extra strong.
Baidu can be recognized for its liberal use of wealthy snippets early on, whereas Google has solely elevated its use of wealthy snippets in current years. Many search engine marketing consultants have urged Google copied Baidu in this fashion.
The foremost variations between Baidu and Google relaxation in their particular person SERPs. Here are a number of clear differentiators between the two platforms:
- While Google search outcomes can be found in 149 totally different languages, Baidu is simply supplied in Simplified Chinese.
- Baidu hyperlinks open in a brand new window, holding the Baidu dwelling web page out there always.
- Most Baidu search outcomes have thumbnail photos included.
- Baidu’s rich-snippets can occupy up to 70 % of a web page.
8 Ways to Optimize for Baidu
If you run a enterprise with Chinese clientele or need to promote your merchandise to a Chinese viewers, optimizing your content material for Baidu may help you open these doorways.
Baidu has defined the manner their spiders crawl and index web sites. Many web sites will not be included on Baidu by default, due to their algorithm.
Additionally, due to strict web censorship in China, aka the Great Firewall of China, a lot of the beneath techniques are necessities relatively than recommendations. The ICPL licensing (mentioned beneath) is one such instance.
Here are some websites Baidu robotically filters out:
- any websites with duplicate content material are filtered; if the content material is accessible in a couple of place on the web, Baidu won’t embody it twice
- Baidu gained’t rank quick content material pages
- pages which are gradual to load could also be handled as empty or quick pages
- webpages whose foremost physique is just not outstanding won’t be crawled
Below, we’ll define methods to guarantee your content material is crawled and ranked by Baidu.
1. Use a .CN Domain
On the Baidu SERPs, .com websites will not be favored, and having a .cn area will assist enhance your probabilities of getting listed. That stated, it might be troublesome to purchase a .cn area exterior of China.
To attain a .cn area, you want to both be a Chinese citizen or personal a Chinese enterprise. Additionally, all web sites based mostly in China will need to have a Bei’An license, and industrial web sites will need to have an ICP license.
Due to heavy Chinese web restrictions, attaining these licenses will be time-consuming and complex. While this will likely appear off-putting, in order for you your content material to present up in the Baidu SERPs, it’s price investing time to get a .cn area to safe prime rankings.
It’s additionally vital to be aware the Great Firewall of China can add latency to websites loading from exterior of China. For this motive, having a .cn area is most well-liked not just for Baidu however for Chinese looking experiences in basic.
2. Acquire Licensing (ICPL)
To legally host a web site in China, you want to have an web content material publishing license (ICPL).
ICPL’s will be damaged down into two license sorts:
- Individual licenses: can solely be issued by offering Chinese state-issued private ID
- Business licenses: require Chinese enterprise registration
While Baidu has by no means explicitly stated ICPLs are required, to have your website verified by Baidu Trust, an ICPL quantity is required.
ICPL licensing will be troublesome for overseas corporations to purchase. Your finest guess is normally to arrange as a Chinese firm earlier than tackling Chinese internet hosting.
This implies that though your website shall be displayed, it gained’t be crawled or ranked. Be positive to present an HTML different the engine can learn.
As a facet be aware, flash gamers are additionally unusable on Baidu.
4. Ensure Your Content Is High Quality
Baidu has at all times prioritized consumer experiences over advertisements. In 2013, they up to date their algorithm to embody a “pomegranate” replace, which penalized websites that displayed consumer expertise pitfalls with spammy advertisements and low-quality content material. Sites with high-quality content material are boosted over these with low-quality content material.
Content that’s penalized by Baidu’s pomegranate replace:
- websites with a big amount of low-quality pop-up home windows
- ads mimicking web page content material
- pages with malicious advertisements or content material
To keep away from getting penalized by the algorithm, keep away from utilizing pop-up ads in your web site, and make sure to use clear, high-quality content material throughout your website.
5. Prioritize Link Building
Link constructing is a vital issue in order for you to rank on Baidu. In the previous, Baidu appeared to favor hyperlink amount over high quality, however with the pomegranate replace, high-quality backlinks have taken precedence.
When making a link-building plan for Baidu, concentrate on high-authority Chinese websites over these listed in different international locations.
Also, make sure to embody inner and exterior anchor textual content in your copy. For inner hyperlinks, guarantee every web page in your website hyperlinks again to your private home web page, and the homepage solely hyperlinks to the foremost class pages. Any sub-category pages ought to solely be linked inside your foremost class pages.
Unlike another search engines like google, Baidu additionally counts non-hyperlinked URLs, so together with these inside your textual content can contribute to your rating.
6. Perfect Your Meta Description and Metadata
Unlike Google, Baidu nonetheless contains meta descriptions and meta key phrases in their rating components. This means you want to have distinctive and descriptive meta descriptions, metadata, and title tags which are key phrase optimized in Simplified Chinese.
An excellent meta description gives a transparent and succinct description of what a consumer can discover on the web page. It’s vital to write tailor-made descriptions for every web page of your web site and use three to 5 meta key phrases on every web page to enhance your Baidu rating possibilities.
Baidu permits up to 80 characters in a title tag and 200 characters in a meta description. The character rely for meta key phrases is 100.
Alt tags and heading tags additionally play a component in your Baidu rankings, so make sure to optimize these in Chinese as nicely.
7. Use Pinyin in the URL and Simplified Chinese in the Body
Pinyin is a romanized model of Chinese that makes use of English characters to spell Chinese characters based mostly on Mandarin pronunciation.
Baidu prefers URLs which are written in Pinyin, whereas the remainder of the website makes use of Simplified Chinese.
When utilizing Pinyin, watch out of your phrase alternative. Baidu censors anti-government speech, grownup content material, playing, and something they take into account to be culturally insensitive. While you might suppose it’s straightforward to keep away from this language, it may be harder than you suppose. Some phrases appear harmless however aren’t. For occasion, “toad” and “rubber duck” are banned due to their political connotations.
Be positive to conduct Chinese-specific market analysis earlier than itemizing on Baidu to make sure you gained’t violate censorship legal guidelines.
8. Optimize for Mobile
Baidu has 1.1 billion month-to-month energetic cell customers, which implies most Baidu customers will see your web site on a cell display screen.
While Google’s cell search platform makes use of the identical URL as its desktop model, Baidu’s cell search is run via m.baidu.com. Baidu will transcode websites that aren’t robotically mobile-friendly to make them load quicker. This means your content material shall be robotically hosted on Baidu’s servers. No approval is important by the proprietor.
The draw back of this computerized transcoding is it might probably have an effect on the UX/UI of your web site dramatically. This can lead to adverse on-site experiences to your viewers members and lots of customers exiting your website too early.
To fight this, guarantee your web site is optimized for cell from the begin. This will assist you to ship high-quality web site experiences and hold your viewers in your pages longer.
While Baidu might deal with search engine rankings in a different way than Google or Bing, it’s price investing your time in it in order for you to entice Chinese enterprise.
That stated, basic SEO methods nonetheless apply right here, so make sure to comply with search engine marketing finest practices when creating Baidu content material.
This, alongside the specialised necessities of the Baidu platform, may assist you to rank increased extra usually.
If the considered search engine marketing even in English sounds daunting, let our company know and we may help.
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