Whereas Google, Bing, and Yahoo management the West’s market share of search engine site visitors, alternative search engine Baidu is the king of search in China.
If you wish to make your content material identified on Baidu, you want a strong SEO strategy to information you. What works on Google could not work on Baidu, nevertheless, so we’ve created this information to show you how you can earn a place in Baidu’s search engine outcomes for customers which might be within the U.S.
What Is Baidu?
Baidu is an web and AI firm providing a variety of providers, together with search, cloud computing, music, maps, translation, video, and even self-driving vehicles. One Baidu service, Baidu Baike, is even regarded as a Wikipedia clone. The net encyclopedia boats over 16 million articles and 6.9 million editors.
But, the largest asset Baidu affords is its search engine. Initially launched in 2000, Baidu was an early participant in Chinese language search. In some ways, their early platform appeared to repeat Google in strategy and design, main many to consider them as a Chinese language Google copycat somewhat than a real competitor.
Quick-forward to the present day, and Baidu owns 68.5 percent of the search engine market share in China and boasts round 1.54 billion searches per day. They carry in a mean of $16.4 billion per year and document round 202 million each day energetic customers.
A big a part of Baidu’s success could be attributed to its capacity to index Chinese language internet pages higher and extra successfully than every other search engine. The user-face is barely out there in Simplified Chinese language, and the search outcomes give precedence to Chinese language language websites. Few non-Chinese language language websites are ever included within 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.
Each search engines like google and yahoo supply an analogous user-face: a easy emblem, a search bar, and added options beneath.
By way of product choices, maps, music and video platforms, translation providers, and journey websites are on each platforms.
Each Google and Baidu supply comparable search options, although Google’s algorithm and indexing capabilities appear to be a bit extra sturdy.
Baidu can also be identified for its liberal use of wealthy snippets early on, whereas Google has solely elevated its use of rich snippets in recent times. Many website positioning consultants have recommended Google copied Baidu on this method.
The primary variations between Baidu and Google relaxation of their particular person SERPs. Listed here are a couple of clear differentiators between the 2 platforms:
- Whereas Google search outcomes can be found in 149 different languages, Baidu is barely supplied in Simplified Chinese language.
- Baidu hyperlinks open in a brand new window, conserving the Baidu dwelling web page out there always.
- Most Baidu search outcomes have thumbnail pictures included.
- Baidu’s rich-snippets can occupy as much as 70 % of a web page.
8 Methods to Optimize for Baidu
In the event you run a enterprise with Chinese language clientele or need to promote your merchandise to a Chinese language viewers, optimizing your content material for Baidu might help you open these doorways.
Baidu has defined the way in which their spiders crawl and index web sites. Many web sites aren’t included on Baidu by default, as a consequence of their algorithm.
Moreover, as a consequence of strict web censorship in China, aka the Great Firewall of China, lots of the beneath ways are necessities somewhat than options. The ICPL licensing (mentioned beneath) is one such instance.
Listed here are some websites Baidu robotically filters out:
- any websites with duplicate content material are filtered; if the content material is offered in multiple place on the web, Baidu won’t embody it twice
- Baidu gained’t rank brief content material pages
- pages which might be sluggish to load could also be handled as empty or brief pages
- webpages whose most important physique will not be distinguished won’t be crawled
Under, we’ll define methods to make sure your content material is crawled and ranked by Baidu.
1. Use a .CN Area
On the Baidu SERPs, .com websites aren’t favored, and having a .cn area will assist improve your possibilities of getting listed. That stated, it might be troublesome to accumulate a .cn area outdoors of China.
To attain a .cn domain, you have to both be a Chinese language citizen or personal a Chinese language enterprise. Moreover, all web sites primarily based in China will need to have a Bei’An license, and industrial web sites will need to have an ICP license.
Resulting from heavy Chinese language web restrictions, attaining these licenses could be time-consuming and sophisticated. Whereas this will appear off-putting, if you’d like your content material to indicate up within the Baidu SERPs, it’s value investing time to get a .cn area to safe prime rankings.
It’s additionally vital to notice the Nice Firewall of China can add latency to websites loading from outdoors of China. For that reason, having a .cn area is most well-liked not just for Baidu however for Chinese language shopping experiences normally.
2. Purchase Licensing (ICPL)
To legally host an internet site in China, you have to have an web content material publishing license (ICPL).
ICPL’s could be damaged down into two license sorts:
- Particular person licenses: can solely be issued by offering Chinese language state-issued private ID
- Enterprise licenses: require Chinese language enterprise registration
Whereas Baidu has by no means explicitly stated ICPLs are required, to have your web site verified by Baidu Trust, an ICPL quantity is required.
ICPL licensing could be troublesome for international corporations to accumulate. Your finest guess is often to arrange as a Chinese language firm earlier than tackling Chinese language internet hosting.
Which means though your web site can be displayed, it gained’t be crawled or ranked. Make sure you present an HTML various the engine can learn.
As a aspect word, flash gamers are additionally unusable on Baidu.
4. Guarantee Your Content material Is Excessive High quality
Baidu has at all times prioritized person experiences over advertisements. In 2013, they up to date their algorithm to incorporate a “pomegranate” replace, which penalized websites that displayed user experience pitfalls with spammy advertisements and low-quality content material. Websites with high-quality content material are boosted over these with low-quality content material.
Content material that’s penalized by Baidu’s pomegranate replace:
- websites with a big amount of low-quality pop-up home windows
- commercials 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 commercials in your web site, and make sure you use clear, high-quality content throughout your web site.
5. Prioritize Hyperlink Constructing
Link building is a crucial issue if you wish to rank on Baidu. Previously, 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, give attention to high-authority Chinese language websites over these listed in different nations.
Additionally, make sure you embody inner and exterior anchor textual content in your copy. For internal links, guarantee every web page in your web site hyperlinks again to your own home web page, and the homepage solely hyperlinks to the primary class pages. Any sub-category pages ought to solely be linked inside your most important class pages.
In contrast to another search engines like google and yahoo, Baidu additionally counts non-hyperlinked URLs, so together with these inside your textual content can contribute to your rating.
6. Good Your Meta Description and Metadata
In contrast to Google, Baidu nonetheless consists of meta descriptions and meta key phrases of their rating components. This implies you have to have distinctive and descriptive meta descriptions, metadata, and title tags which might be key phrase optimized in Simplified Chinese language.
A very good meta description supplies a transparent and succinct description of what a person can discover on the web page. It’s vital to put in writing 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 as much as 80 characters in a title tag and 200 characters in a meta description. The character depend for meta key phrases is 100.
Alt tags and heading tags additionally play a component in your Baidu rankings, so make sure you optimize these in Chinese language as properly.
7. Use Pinyin within the URL and Simplified Chinese language within the Physique
Pinyin is a romanized version of Chinese that makes use of English characters to spell Chinese language characters primarily based on Mandarin pronunciation.
Baidu prefers URLs which might be written in Pinyin, whereas the remainder of the location makes use of Simplified Chinese language.
When utilizing Pinyin, watch out of your phrase selection. Baidu censors anti-government speech, grownup content material, playing, and something they think about to be culturally insensitive. When you might imagine it’s straightforward to keep away from this language, it may be harder than you suppose. Some phrases appear harmless however aren’t. As an illustration, “toad” and “rubber duck” are banned as a consequence of their political connotations.
Make sure you conduct Chinese language-specific market research earlier than itemizing on Baidu to make sure you gained’t violate censorship legal guidelines.
8. Optimize for Cell
Baidu has 1.1 billion monthly active mobile users, which suggests most Baidu customers will see your web site on a cell display screen.
Whereas Google’s cell search platform makes use of the identical URL as its desktop model, Baidu’s cell search is run by m.baidu.com. Baidu will transcode websites that aren’t robotically mobile-friendly to make them load sooner. This implies your content material can be robotically hosted on Baidu’s servers. No approval is important by the proprietor.
The draw back of this automated transcoding is it will possibly have an effect on the UX/UI of your website dramatically. This may result in unfavorable on-site experiences in your viewers members and plenty of customers exiting your web site too early.
To fight this, guarantee your web site is optimized for mobile from the beginning. It will aid you ship high-quality web site experiences and maintain your viewers in your pages longer.
Whereas Baidu could deal with search engine rankings in a different way than Google or Bing, it’s value investing your time in it if you wish to entice Chinese language enterprise.
That stated, basic search engine optimization techniques nonetheless apply right here, so make sure you observe website positioning finest practices when creating Baidu content material.
This, alongside the specialised necessities of the Baidu platform, might aid you rank increased extra typically.
If the considered website positioning even in English sounds daunting, let our agency know and we might help.
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