You’ve seen it. Right at the very top, even before the ads. That’s Position Zero. The ultimate prime real estate on search engines, where users get quick, direct answers without scrolling. On Google, it’s known as a featured snippet. On Baidu, it’s delivered through Baidu Smart Answers, powered by AI.
For online marketers, Position Zero isn’t just valuable—it’s tremendously precious. It sits above everything else, even paid ads, grabbing the first and most important glance from users. Your content appears there, users see it immediately, without needing to click around. More visibility, more authority.
🌟 What Is Baidu Smart Answers?
On Baidu, Position Zero manifests as Baidu Smart Answers—an AI-driven feature that provides users with clear, direct answers at the very top of the search results. It uses advanced AI to pull data from reliable sources, including Baidu’s own platforms such as Baijiahao and Baidu Baike, offering users a fast and seamless way to get the information they need.
For a deeper understanding of how Baidu Smart Answers works, check out our detailed overview here.
But landing this spot isn’t simple. We’re here to show you why Position Zero matters so much, when Baidu’s AI decides to feature it, and how you can get your content there. Because if you’re in Position Zero, you’re ahead of everyone else.
How Position Zero Impacts SEO and Traffic
Position Zero changes the way users interact with search results, but it’s not the same on Baidu and Google. The differences matter:
- Visibility Boost: Both Google and Baidu offer prime placement at the top of the search results, even above ads. It’s the first thing users see, making it a powerful spot for brand visibility. But there’s a key difference:
- Google: Google’s Position Zero pulls direct quotes from regular websites, with a clickable link that drives users to the original source. That means more traffic to your site.
- Baidu: Baidu’s Position Zero doesn’t quote from regular sites. Instead, it uses live AI to generate answers, often pulling content from authoritative platforms like Baike, Zhidao, or Baijiahao (many owned by Baidu). So, if users click, they end up on these platforms—not on your website. That’s why it’s crucial for your brand name to be part of the AI-generated answer. If your brand isn’t mentioned, you miss out on the visibility, even if the information originates from your content.
- Reduced Click-Through Rates to Regular Sites: On Google, Position Zero can still drive traffic to your website because it quotes directly from your page, encouraging users to click through. But on Baidu, the AI response is pulling from Baidu-affiliated sources. If users click, they get redirected to a platform like Baijiahao or Baike—not your site. That’s why the focus should be on ensuring your brand name becomes part of the answer itself, so users know it’s your brand providing the information, even if they don’t land on your page.
Key Takeaway: Optimizing for Position Zero on Baidu means more than getting your content featured. It’s about making sure your brand is mentioned directly in the AI answer. That’s how you get real value, even if users don’t end up on your site.
When Do Baidu Smart Answers Get Triggered?
Knowing what kind of search queries trigger Position Zero responses helps you target the right content. Here’s a breakdown of key triggers:
1. Question-Based Queries:
- Examples: “How to use [product]?”, “What is [concept]?”
- Trigger Rate: 68.8%
- Why it works: Users ask clear, direct questions that Baidu’s AI can easily address, making this a common trigger for Position Zero responses.
2. Price-Related Queries:
- Examples: “Price of [product]”, “How much does [service] cost?”
- Trigger Rate: 41.2%
- Why it works: These queries help users make quick decisions, and Baidu’s AI is designed to provide straightforward answers that allow for easy comparisons.
3. Keywords with Clear Intent:
- Examples: “Best [product] for [purpose]”, “Top [service] providers in [city]”
- Why it works: Searches with clear intent, like looking for recommendations or top listings, often trigger Position Zero because users want trusted, quick insights.
By understanding these triggers, you can better tailor your content to match the types of queries that are most likely to secure Position Zero.
Practical Tips to Secure Your Spot in an AI Smart Answer
Now that you know what triggers Baidu’s Smart Answers, here are some practical strategies to get your content featured:
1. Leverage Authoritative UGC Platforms and Ensure Brand Mentions
One of the most effective ways to improve your chances of being featured is by publishing on authoritative platforms like Baijiahao, Baidu Experience, and Baidu Baike. However, when Baidu’s AI pulls answers from these platforms, it usually cites the platform itself, not your brand.
Practical Tip: Make sure your brand name is mentioned prominently and meaningfully. Here’s how:
- Include your brand within the introduction or in the main body of the content.
- Use natural mentions throughout to reinforce the association between your content and your brand, ensuring users know where the information originates.
Without these brand mentions, even if your content appears in Position Zero, your brand may not gain the recognition it deserves.
2. Structure Your Content to Be AI-Friendly
To secure Position Zero, your content needs to be easy for Baidu’s AI to read and extract answers from:
- Use bullet points, lists, and tables: These formats are simple for AI to scan and replicate.
- Place the key answer at the top: Make sure the main information is upfront, where the AI can find it quickly.
- Utilize structured data: Tables comparing features, specifications, or pricing can improve your chances of being selected.
3. Focus on Quality and Authority
- Publish on Baidu Platforms: Content from Baidu-affiliated platforms like Baidu Baike and Baijiahao is more likely to be chosen. Regularly contribute to these platforms to establish your presence.
- Build authoritative content: Ensure your articles are well-researched, accurate, and engaging. Baidu’s AI favors content that stands out as trustworthy and reliable.
- Make your rand important: make sure that your brand is an important part of the answer, but …
- … avoid advertising: Baidu reacts highly allergical against brand mentions that have no other reason than promoting a brand. So you need to find the right angle making your brand an important part of the answer, and not abusing the platform for advertising.
Pro Tip: Consistently update your content (not necessarily by rewriting, but adding new responses, creating new threats with new perspectives, …). Baidu AI prioritizes the most relevant, up-to-date information, so keeping your material fresh can help maintain or improve your Position Zero ranking.
Curious About How Position Zero Can Impact Your Industry’s Search Presence? Let’s Connect.
Reach out to us, and we’ll help you understand how to leverage Position Zero on Baidu for your brand. Discover the impact of Baidu’s AI on your industry’s search results and how to make it work for you.