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Baidu SEO: Optimising Your Business
for the Largest Internet Market in the
World
Owain Lloyd-Williams
International Lead
owain@builtvisible.com
Snapshot of the Chinese Internet
• 642 million active
internet users
• 629 million active
social media accounts
• 565 million mobile
users
• 88% users have
multiple accounts
• 25 hours a week on
average spent online
拜拜谷歌
- Around 80% of the total search engine market share in China
- Estimated 5 billion search queries each day across all platforms
- Over 50% of usage comes via mobile
- A variety of PPC and advertising mediums such as Baidu Open and Brand Zone
- Around 30% of search queries redirect to its own properties
Baidu SEO: Optimising Your Business for the Largest Internet Market in the World
Top Level Overview on How to Rank on Baidu
- CN domain and hosting (if not, make sure the hosting company isn’t blocked in
China!)
- Baidu spider a little behind Google in terms of crawling ability, so keep it simple
technically
- More emphasis on meta tags
- Simplified Chinese!
- Links from Chinese domains – anchor text still relatively important factor
- Use Baidu Share plugin: http://share.baidu.com/
- Submit your site and sitemap to Baidu Webmaster Tools
百度站长平台- http://zhanzhang.baidu.com/
English guide: http://www.webnots.com/media/2014/05/Baidu-Webmaster-Tools-
Guide-in-English.pdf
- In a nutshell, similar to Google WMT,
allows you too see what’s going on
with your site
- Can submit sitemap, see
external/internal links, disavow bad
links check crawl and index rate,
mobile compatibility, security status
and more
- Link to Baidu Analytics
(http://tongji.baidu.com/web/welco
me/login)
Content Research & Strategy
内容研究与战略
Baidu Feng Yun Bang (搜索风云榜)
http://top.baidu.com/
Baidu Feng Yun Bang – localised data
http://top.baidu.com/region?fr=topindex
Baidu Keyword Research Tool (via “Phoneix Next” PPC Platform)
http://e.baidu.com/
Current popular topics include:
Travel and food
Pollution and quality of
life
Big data and
commercial tips and
trends
http://qianxi.baidu.com
http://builtvisible.com/messages-in-the-deep-zhongwen-simp
Content & Trends Resources
Baozoumanhua.com
China Internet
Watch
Measuring Success & KPIs
怎么测量业绩和KPI指标
• Forget link volume, go for
placement value
• Social reach
• Organic traffic – year on year
increases, month on month
• Changes in Baidu keyword ranking
• Creating good, localised Chinese
content
(http://builtvisible.com/translation
-for-international-seo/)
A Look at Baidu KPIs
Zorg: Our Performance & Task Management Platform
谢谢,多谢,唔该, Thanks!
Owain Lloyd-Williams
International Lead
owain@builtvisible.com

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Baidu SEO: Optimising Your Business for the Largest Internet Market in the World

  • 1. Baidu SEO: Optimising Your Business for the Largest Internet Market in the World Owain Lloyd-Williams International Lead owain@builtvisible.com
  • 2. Snapshot of the Chinese Internet • 642 million active internet users • 629 million active social media accounts • 565 million mobile users • 88% users have multiple accounts • 25 hours a week on average spent online
  • 4. - Around 80% of the total search engine market share in China - Estimated 5 billion search queries each day across all platforms - Over 50% of usage comes via mobile - A variety of PPC and advertising mediums such as Baidu Open and Brand Zone - Around 30% of search queries redirect to its own properties
  • 6. Top Level Overview on How to Rank on Baidu - CN domain and hosting (if not, make sure the hosting company isn’t blocked in China!) - Baidu spider a little behind Google in terms of crawling ability, so keep it simple technically - More emphasis on meta tags - Simplified Chinese! - Links from Chinese domains – anchor text still relatively important factor - Use Baidu Share plugin: http://share.baidu.com/ - Submit your site and sitemap to Baidu Webmaster Tools
  • 7. 百度站长平台- http://zhanzhang.baidu.com/ English guide: http://www.webnots.com/media/2014/05/Baidu-Webmaster-Tools- Guide-in-English.pdf - In a nutshell, similar to Google WMT, allows you too see what’s going on with your site - Can submit sitemap, see external/internal links, disavow bad links check crawl and index rate, mobile compatibility, security status and more - Link to Baidu Analytics (http://tongji.baidu.com/web/welco me/login)
  • 8. Content Research & Strategy 内容研究与战略
  • 9. Baidu Feng Yun Bang (搜索风云榜) http://top.baidu.com/
  • 10. Baidu Feng Yun Bang – localised data http://top.baidu.com/region?fr=topindex
  • 11. Baidu Keyword Research Tool (via “Phoneix Next” PPC Platform) http://e.baidu.com/
  • 12. Current popular topics include: Travel and food Pollution and quality of life Big data and commercial tips and trends
  • 15. Content & Trends Resources Baozoumanhua.com China Internet Watch
  • 16. Measuring Success & KPIs 怎么测量业绩和KPI指标
  • 17. • Forget link volume, go for placement value • Social reach • Organic traffic – year on year increases, month on month • Changes in Baidu keyword ranking • Creating good, localised Chinese content (http://builtvisible.com/translation -for-international-seo/) A Look at Baidu KPIs
  • 18. Zorg: Our Performance & Task Management Platform