SEO Baidu China

Baidu is the most popular search engine in China, making it a very powerful channel for B2B marketers in the world market . In November 2013 , Baidu held 64.50 % of the market share of search engine in China. The other two major players in the market are 360 with 10.02% of the market and Sogou to 7.90% . For any business with a Chinese B2B website optimization for Baidu is a necessity. While it is important to keep 360 and Sogou in mind as well, both are very new search engines that only recently emerged in the China market , so there is not much documentation yet released on SEO guidelines. Search-engine-share-in-ChinaWhat makes the unique Baidu optimization is that Google is like 2009 but with different rules because of the heavy censorship by the Chinese government . Baidu optimization involves creating high quality and content of the quantity, meeting the specific requirements Baidu SEO techniques, building a massive volume of links, and consistent with Chinese censorship laws . All tactics in this article are geared towards the B2B marketing, but the concepts can also be applied to B2C sector

Content requirements

Image Alt Attribute:

The Baidu algorithm for crawling image is still very basic. The ALT attribute is the most important factor for the classification of images, to ensure that they are used on each image.

Meta descriptions:

Unlike Google and Bing, Baidu still uses meta descriptions as a ranking factor. Make sure that each meta description one or two keyword phrases with a brand term. Also keep in mind that the limit buffer meta description for Latin characters is 156, so the limit for simplified Chinese characters is 78.

Heading Tags:

Heading to use Baidu is no different than any other major search engine. Make sure that each page has a h1 tag that appears before any other heading tag. Also make sure your title tags follow a hierarchy. Be sure to include keywords in the title tags, but avoid keyword stuffing.

Definitions Content:

In the Chinese language, there are several dialects and multiple meanings in one word. A word could have seven different meanings. All the words in the content should be checked for relevance and other meanings for the right words are used. From the perspective of marketing, this means that you need to hire a Chinese native speaker with strong language skills and knowledge of different dialects in China.

Quantity Content:

Baidu relies heavily on content quality and quantity to meet the rankings. Each page on the site that you want to rank should have a unique content minimum of 300 words.

Title Tags:

Title tags should be written in the same way as you would for Google, but with a limit of different characters. With romanized characters, the limit of title tag buffer is 70 characters. Simplified Chinese character is two characters, so that the buffer limit is 35 characters. During the construction of the tag, use a keyword rich which is descriptive of the content of the page, followed by a trademark term.

Blogs:

Corporate blogs are an important element to have on a website. Blogs not only allow for more internal links, they also show that Baidu site is rich in content and updated frequently. Baidu also has a news feed for blogs, which can help drive in more organic traffic. Do not forget to submit the blog to the Baidu news wire.

Meta Tags: Keyword

Meta keywords may have been eliminated by most other search engines, but Baidu still used as a ranking factor. They should be implemented on every page on the site and should include 3-5 keyword phrases. Avoid keyword stuffing.

Language Use:

All content and meta tags must be written in simplified Chinese characters. Baidu prefer simplified to traditional Chinese characters, and does not like Latin characters.

Definitions Content:

In the Chinese language, there are several dialects and multiple meanings in one word. A word could have seven different meanings. All the words in the content should be checked for relevance and other meanings for the right words are used. From the perspective of marketing, this means that you need to hire a Chinese native speaker with strong language skills and knowledge of different dialects in China.

SEO technical requirements

Multiple subdomains and domains:

Baidu does not like websites that use subdomains and multiple domains. One domain per site should be used. Other language versions of a site must be hosted out of a separate domain and should not be linked to the Chinese version . Subdomains should not be used at all.

iFrames:

Do not use iFrames for any important content. Baidu is not the spider any element of a page in an iframe .

JavaScript and Flash:

Baidu is unable to effectively crawl JS and Flash , so not sure important content is powered by either . If you need to navigation or any other important element in JavaScript , ensure that there is an HTML alternative somewhere on the page.

Multiple subdomains and domains:

Baidu does not like websites that use subdomains and multiple domains. One domain per site should be used. Other language versions of a site must be hosted out of a separate domain and should not be linked to the Chinese version. Subdomains should not be used at all.

Site speed:

Site speed is an important factor for ranking Baidu. A site that loads slowly will have a much lower chance of ranking well. This further strengthens the case for hosting the site on a server in China, which will be explained later in this article.

robots.txt:

Baidu does not like websites with a robots.txt file. If there is currently, it must be removed. Important rules that would normally be placed in the robots.txt file should be set in .htaccess or IIS server settings.

Requirements of Chinese law

Web Hosting:

Aside from preferring Chinese areas, Baidu also preferred sites be hosted in China. This will also improve the loading speed.

Domain Types:

Baidu prefer websites with the following types of domain: .cn, .com and .net. Websites using a .cn domain are generally given preference over all other types of areas.

Censorship

The Chinese government censors Internet content many of its citizens, including most of Google services and the major social networks. If a piece of content contains words blacklisted by the Chinese government, Baidu will de-index the page or the entire site. Everything on this list of words blacklisted by the Chinese government should not be used anywhere on the site (variations of such words should not be used, either). If your site allows for user-generated content, make sure to put in measures to reject any content submitted by those words.

Internet Content Publishing license:

In China, a special permit is required by the Chinese government to have a chance to achieve high rankings in Baidu. Obtaining an ICP license by the Chinese Ministry of Industry and Information Technology will greatly improve organic search rankings.

Physical Address:

A legitimate physical address in China should be included somewhere on the Web site to establish China – rest of the site.

More information about Baidu SEO
Ecommerce china : ici
Community Facebook SEO : ici
Source : ici

Advertisements

One thought on “SEO Baidu China

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s