In China’s digital marketing landscape, you’ll often hear from social media and e-commerce platform management agencies that websites aren’t necessary anymore. It’s a common claim, and it’s not without reason. Social media in China is immensely powerful—WeChat, Weibo, Xiaohongshu (Little Red Book), and others drive massive engagement. Purchases often happen on e-commerce giants like Taobao, JD.com, and Tmall rather than individual brand websites. These platforms dominate online sales, and in many cases, social media drives far more awareness than SEO or search engine advertising (SEA) could. This guide will help you to learn more about Baidu SEO.
Baidu is still relevant – sometimes
But here’s the thing: Baidu still has an impressive number of daily users. We’re talking about millions of people conducting billions of searches. It’s true that in many areas, sales might not happen on websites, but that doesn’t mean websites—or Baidu SEO—should be ignored. Brands can attract more visitors from Baidu than some other countries might see from Google, and yet businesses still invest in Google marketing abroad. So why ignore Baidu’s massive user base, and with it, potential website visitors in China?
Step 1: Understand the Role of SEO in China’s Digital Landscape
Let’s get one thing straight: websites still matter. While social media is incredibly effective at driving awareness and engagement, Baidu SEO plays a critical role, especially for B2B companies and educational institutions. In these sectors, websites remain a primary tool for building trust, sharing in-depth information, and generating leads. Consumers and businesses still turn to search engines when they’re looking for specific solutions, detailed information, or the credibility that comes from a well-optimized website.
Yes, social media can capture attention quickly, but it doesn’t replace the trust-building and authority that a search-optimized website offers. And if you’re running a B2B company or managing a school, you already know that customers don’t just buy or apply on impulse. They research. And when they do, Baidu is often their first stop.
For example, we worked with a B2B company that was struggling to generate high-quality leads through social media alone. By optimizing their website for Baidu with targeted content that addressed specific industry pain points, we saw a dramatic increase in both traffic and qualified leads. Similarly, an international school we partnered with grew its applications significantly by combining Baidu SEO with Baidu Ads that appealed directly to parents looking for the best education options for their children. These are just two examples out of dozens of successful cases.
Now, let’s get practical: Evaluate your business model. Do your clients need convincing? Are they conducting research and making comparisons? Do they need to trust you before making a decision? If the answer is yes, incorporating Baidu SEO into your marketing strategy is essential.
This guide is designed to show you how to make Baidu SEO work for your business step by step. But before diving into the technical details, it’s important to understand why ignoring Baidu would be a mistake. Social media is great, e-commerce platforms are thriving, but Baidu remains a massive gateway for potential website traffic in China. If you don’t engage with Baidu users, you’re leaving a huge chunk of the market untouched.
So, are you ready to move forward? Let’s get started on laying the foundation for your Baidu SEO strategy.
Getting Started with Baidu SEO: Laying the Foundation
Now that you understand Baidu’s importance in China’s digital landscape, let’s get into the practical aspects. Getting your website set up the right way for Baidu is crucial for success. This is where your domain strategy, registration with Baidu’s tools, and familiarity with Baidu’s SERP come into play.
Step 2: Domain Strategy
First things first: Baidu is a Chinese search engine, primarily targeting the Mandarin-speaking audience in Mainland China. People are searching in Simplified Chinese and using vocabulary that has developed locally (which, by the way, differs a bit from the Mandarin used in Taiwan or Singapore). Taiwan and Hong Kong even use Traditional Chinese characters, which Baidu does not prioritize.
That said, Baidu’s crawlers do index non-Chinese pages, and if you’ve got a multilingual website, you can easily verify this through Baidu Webmaster Tools. But here’s the catch: while Baidu indexes non-Chinese pages, they almost never rank—even for non-Chinese keywords. Weird, right? Why would Baidu bother crawling these pages at all? Well, based on our observations, it seems that Baidu pays attention to the proportion of Chinese vs. non-Chinese content on your website.
What We’ve Observed:
Our experience shows that websites containing only Simplified Chinese content tend to perform better in rankings than those with multiple languages. The more non-Chinese content there is, the more the Chinese content tends to suffer. Now, this is not some hard-and-fast rule. There are plenty of well-ranking multilingual .com websites that have a mix of languages, including Chinese. But we’ve noticed a pattern—Chinese-only websites generally outperform their multilingual counterparts.
So, what does this mean for you?
Our Recommendation:
If possible, run a Chinese-only website. And if you can, host it on a Chinese TLD (.cn or .com.cn). This sends a clear signal to both visitors and Baidu that this is a Chinese website, tailored to a Chinese audience. Now, I know what you’re thinking: “Do I really need a Chinese TLD?” Not necessarily. Many top-ranking websites on Baidu use a .com domain. But—most of these sites are also Chinese-only websites. So, while a Chinese TLD isn’t required, it’s still a helpful signal.
On the flip side, if your Chinese pages are already performing well, don’t mess with success. Keep the multilingual setup, or stick with the .com domain. However, if you’re struggling to rank on Baidu, you might want to consider switching to a monolingual Chinese website hosted on a Chinese TLD. It’s a more localized signal, which might give you an edge.
Step 3: Registering for Baidu Webmaster Tools and Baidu Analytics (Baidu Tongji), plus Bing Webmaster Tools and Google Search Console
Once your domain is sorted, it’s time to get Baidu’s tools up and running. If you’re serious about targeting the Chinese market, using Baidu’s tools just makes sense. They provide insights into how your website performs on Baidu, something Google Analytics or other tools just can’t offer. Baidu Webmaster Tools helps you monitor indexing, crawling, and keyword performance specifically for the Chinese market, while Baidu Tongji (Analytics) gives you deep insights into your traffic from Mainland China.
But don’t stop there. Even though Google is blocked in China, it’s still worth registering your site on Google Search Console and Bing Webmaster Tools. Why? Well, for one, Bing does have a small share of the Chinese search market, and those insights can help you optimize for both Bing and Baidu. As for Google, it’s a little more complicated. Although Google is blocked, there are still VPN users in China accessing it, and you can still gather valuable information from Google Search Console, even if it’s not the full picture.
Actionable Step:
Register for Baidu Webmaster Tools and Baidu Tongji right away to start collecting data. These platforms provide critical insights into how Baidu’s crawlers and users experience your website. And don’t forget to check your performance in Bing Webmaster Tools and Google Search Console, as these can still provide useful data for optimizing your site—whether you’re targeting Chinese users using VPNs or simply preparing for the future.
Step 4: Familiarize Yourself with Baidu’s SERP
Understanding Baidu’s Search Engine Results Page (SERP) is more than just seeing where your website ranks. It’s about analyzing who your competitors are, which can vary greatly depending on the search intent. Baidu often gives top spots to its own services, which means your competition might not always be traditional websites, but Baidu properties and other major platforms.
For example, for informational queries, you’ll often see Baidu’s own properties like Baidu Baike (their version of Wikipedia) or Baidu Zhidao (a Q&A platform) ranking highly. But that’s not all—you’ll also find external platforms like Zhihu (a popular Q&A site), Bilibili (video content), or iQIYI (video streaming). These platforms dominate for searches where users are looking for in-depth information or multimedia content.
In contrast, for B2B e-commerce queries, Baidu might rank services like b2b.baidu.com or 1688.com (Alibaba’s B2B platform) at the top. This means that your competition isn’t just other companies, but entire platforms that are difficult to outrank. But don’t be discouraged. One of Baidu’s unique advantages over Google is that you almost always have a way to play a role on these platforms.
Here’s the key takeaway: Sometimes, instead of trying to outrank Baijiahao, Zhidao, Zhihu or Bilibili, a smarter strategy might be to join these platforms. You could:
- Register an account for your brand.
- Answer questions on Zhidao and Zhihu related to your industry.
- Post informational videos on Bilibili or product showcases on iQIYI.
This approach can often be a faster way to get your brand visible on the SERP than trying to rank your own website straight away. Once your brand is established on these platforms, you can then focus on getting your own site up in the rankings, targeting those same keywords. By being present in multiple places on the SERP—on Zhihu, Baidu Zhidao, or video platforms—you can capture more visibility while your website’s SEO gains traction.
Actionable Step:
Take a close look at Baidu’s SERPs for the keywords you’re targeting. Pay attention to which platforms or websites dominate the top results. Is it Baidu’s own services? Is it external platforms like Zhihu or Bilibili? Once you identify the landscape, consider if creating an account on these sites and posting relevant content might be a quicker route to visibility. Use this strategy to position your brand in the SERP faster, and then focus on optimizing your own website as the next goal.
On-Site SEO Optimization – Making Your Website Baidu-Friendly
Now that your site is set up correctly and you understand Baidu’s SERP, it’s time to optimize your website for on-site SEO. This involves making sure your content is tailored to Baidu’s audience, using the right keywords, and aligning your content with user intent. Let’s break this down step by step.
Step 5: Localize Your Website for Baidu’s Audience
When localizing your website for Baidu, it’s essential to consider not just the language but also the writing style and cultural nuances of your target audience in Mainland China. While Mandarin is spoken in Mainland China, Taiwan, and Singapore, the vocabulary used in these regions can differ, much like the differences between English spoken in the US, UK, or Australia. For Baidu, your content needs to be written in Simplified Chinese, which is the standard writing system in Mainland China.
It’s crucial that the author of your content isn’t just any Chinese speaker, but someone who was raised in Mainland China or, even better, lives there now. A deep understanding of local cultural and linguistic nuances will help your content feel more natural and resonate better with users.
One common mistake is relying on pure translation. Translated content often sticks too closely to the original text, copying Western styles of thinking and expression into Chinese. This can make the content feel awkward and disconnected from local users. Instead, consider transcreating your content—adapting it to Chinese audiences in a way that maintains the meaning but flows smoothly in the local language. Even better, create content that is originally written in Chinese from the start.
As for URLs, it’s best practice not to use Chinese characters. When Chinese characters are copied into URLs, they often convert into their UTF-8 encoded form, which can look messy and confusing. Instead, you commonly see Pinyin (without tone marks), English, or numbers used in URLs. Based on our experience, using keywords (in Chinese, Pinyin, or English) in URLs doesn’t seem to significantly affect rankings, so the priority should be on making your URLs user-friendly.
Actionable Step:
- Ensure your content is written in Simplified Chinese by someone who understands the local culture and linguistic nuances of Mainland China. Avoid simple translation—go for transcreation or original Chinese content creation.
- Use Pinyin, English, or numbers in your URLs for readability, and avoid Chinese characters to prevent encoding issues when sharing links.
This approach ensures that your website feels natural to Chinese users and is optimized for Baidu, both in terms of content and technical setup.
Step 6: Conduct Keyword Research Based on Search Intent
Understanding search intent is critical for Baidu SEO. Baidu, like other search engines, tries to rank pages that best satisfy the user’s search intent. Analyzing which websites are already ranking for specific keywords can give you valuable insights into the type of content Baidu believes will best address the search query. This analysis helps you identify whether the search intent is informational, transactional, or navigational, and allows you to optimize accordingly.
Step 6.1: Identify Keywords and Search Intent
When you conduct keyword research, it’s not just about identifying popular keywords but also understanding the intent behind them. One way to do this is by studying which websites are ranking for your target keywords. Are the top-ranking pages informational articles, product detail pages, or user-generated content (UGC) platforms like Zhihu or Baidu Tieba? By identifying this, you can determine what Baidu believes the search intent is, and align your content strategy accordingly.
Actionable Step:
- Use tools like Baidu Index and Aizhan to research keywords and identify which websites are ranking for those terms. Analyze the type of content on those websites to infer whether the search intent is informational, transactional, or navigational.
- Reasoning: If Baidu ranks informational content high for a query, this tells you that users are likely seeking answers, not products. Adapting your content to fit the intent behind the query is crucial for SEO success.
Step 6.2: Align Content with Search Intent
Once you’ve identified the search intent, it’s tempting to modify the content of an existing page to fit that intent. But this isn’t always the best strategy. If the page you’re trying to optimize for a keyword isn’t ranking and the search intent doesn’t align with its content, adding new sections to “force” the page to fit might not be the right move. Instead, consider creating a new page that is specifically tailored to that search intent.
For example, if you’re trying to rank a product page for a query that Baidu sees as informational, it’s better to create a dedicated informational page. This page can address the user’s query while still leading them to your product through calls to action (CTAs). Don’t worry about keyword cannibalization—even if you’re using the same keywords in the title or H1 of both pages, as long as the search intent of the content is different, Baidu will likely treat them as separate, non-competing pages.
Actionable Step:
- If your current page doesn’t align with the search intent, create a new page specifically designed for that keyword’s intent, rather than forcing your existing page to adapt.
- Example: If you’re targeting the keyword “best laptops for business” and Baidu ranks informational content, don’t try to turn your product page into an article. Instead, create a separate guide on choosing business laptops and include CTAs that direct users to your product page.
- Reasoning: Pages with different intents won’t cannibalize each other, even if they use the same keywords in the title or H1. This keeps your content focused and relevant to users’ needs.
This way, you’re not only optimizing your site for the right keywords, but also ensuring your content matches the search intent, leading to better rankings and higher engagement on Baidu.
Step 7: Target Long-Tail Keywords for Greater Reach
One common issue with long-tail keywords is that SEO tools will often show zero search volume for them. But let’s be clear—this doesn’t mean these keywords are never searched. In fact, it’s highly unlikely that an individual long-tail keyword is never searched for. Search behavior is constantly evolving, and the reality is that most search engines, including Baidu, Google, and Bing, handle millions of unique, never-before-searched queries every day.
When you optimize for a cluster of long-tail keywords that share the same search intent, you’re not just targeting one specific query. You’re positioning your page to rank for a wide range of similar long-tail keywords that you might not even have thought of. The sum of these long-tail keywords can turn into a significant source of traffic, often even more valuable for your business than traditional short-head keywords.
Long-tail searches are usually extremely specific, with users showing clear intent—often just steps away from making a conversion. This makes long-tail SEO especially powerful for capturing users at the right moment, when they’re ready to act, whether that means making a purchase, requesting a quote, or signing up for a service.
Actionable Step:
- Focus on optimizing for clusters of long-tail keywords that target the same search intent. Even if these keywords show low or zero search volume in tools, they can drive significant traffic when taken as a group.
- Reasoning: Long-tail keywords tend to be highly specific, which means users are often further along in the buying process. Optimizing for a variety of long-tail keywords increases your chances of ranking for unexpected but relevant queries, leading to higher conversions.
By targeting long-tail keywords, you’re positioning your page to tap into a vast pool of concrete search queries that may not happen frequently on an individual basis, but when combined, offer incredible value and relevance to your audience.
Step 8: Metadata Optimization for Baidu
Optimizing title tags and meta descriptions is essential for Baidu SEO, but there are a few specifics to keep in mind that differ from Google’s guidelines. First off, Baidu does not use the Meta-Keywords tag as a ranking factor, despite what some older advice suggests. This was confirmed by a Baidu spokesperson in a public forum a couple of years ago.
However, title tags remain critical. Based on the Baidu SEO Ranking Factors Correlation study, there is a strong correlation between adding keywords to the beginning of the title and higher rankings—a practice that experienced SEOs would expect. In terms of length, Baidu displays a maximum of 27 Chinese characters in SERPs (or 108 Bytes with Chinese Characters needing 4 bytes, and Western characters 2 bytes each. So you could just as well write 54 Western characters long title tags – but for Chinese SEO that would not be our recommendation), so keeping titles concise, with keywords at the start, can improve visibility and rankings.
For meta descriptions, Baidu shows up to 108 characters, so it’s important to keep your descriptions clear, concise, and directly related to the content on the page.
As for URLs, based on our observations, adding keywords to URLs does not appear to have a significant impact on rankings. Prioritize user-friendliness by using Pinyin, English, or numbers—but don’t stress about keyword placement.
Actionable Step:
- Ensure title tags are no longer than 54 characters and place important keywords at the beginning for better rankings.
- Write meta descriptions under 108 characters, focusing on concise and informative summaries.
- Ignore the Meta-Keywords tag, as it has no influence on Baidu’s rankings.
- Keep URLs user-friendly by using Pinyin or English, and don’t focus on adding keywords to URLs as they don’t significantly impact rankings.
Reasoning:
Placing keywords at the beginning of title tags shows a clear correlation with higher rankings in Baidu’s algorithm, making this a key strategy for SEO. Optimizing for Baidu’s SERP display limits ensures that your metadata is both visible and impactful. Prioritizing clarity in URLs enhances the user experience without the need for keyword stuffing.
Step 9: Content Strategy & Creation for Baidu
When it comes to content, Baidu—like Google—uses natural language processing (NLP) techniques to evaluate the relevance and quality of a webpage’s content. Interestingly, during the anti-trust hearings in the USA, Google admitted that it doesn’t truly “understand” text but rather fakes understanding using these NLP models. Given that Baidu uses similar NLP frameworks, such as ERNIE, and has fewer AI resources than Google, it’s safe to assume that Baidu, too, “fakes understanding” text in a similar way.
For Baidu, this likely means that they analyze specific Chinese characters or character combinations, which hold specific meanings. Because of the structure of the Chinese language (where each character has a distinct meaning or multiple meanings, and character combinations can shift meanings), Baidu’s system pays attention not only to the presence of target keywords but also to supporting terms. This process suggests that a text is more complete or relevant based on how it matches already recognized documents that are considered authoritative on a topic.
This brings us to the WDF*IDF technique. This method helps identify the word frequencies that make a document more relevant to a specific query by comparing it to a set of known relevant documents. Although there are no publicly available WDF*IDF tools for Chinese, we at Jademond have developed our own internal methods to perform this analysis and improve content optimization for Baidu.
Actionable Step:
- Use WDF*IDF analysis to structure your content in a way that Baidu will recognize as higher quality. Ensure that your content contains not just the main keywords but also supporting terms that Baidu is likely to associate with the topic.
- Since no public WDF*IDF tools are available for Chinese, rely on internal expertise or trusted partners like Jademond who have developed effective methodologies for optimizing content in Chinese.
Reasoning:
Baidu’s fake understanding of content means they are looking for specific characters and character combinations that signal relevance. By using WDF*IDF analysis, you can ensure that your content is seen as more complete and authoritative for Baidu’s algorithm, helping it rank better.
Technical SEO for Baidu: Boosting Website Performance
As Baidu focuses more on user experience, getting your technical SEO right is crucial for improving rankings and site performance. This section covers the key technical aspects you need to optimize, from security to mobile-friendliness and hosting, ensuring your website is fully optimized for Baidu’s algorithms. But let’s treat Baidu like a blind-five-year-old and align what and how Baidu might be able to analyze in user experience. Let’s dive into the essentials.
Step 10: Secure Your Website with HTTPS
In Baidu SEO, HTTPS is a clear ranking signal that can’t be ignored. Baidu itself has confirmed that HTTPS is considered a positive factor when determining rankings, and the Baidu SEO Ranking Factors Correlation study from 2020 to 2023 shows a significant increase in the number of top-ranking pages using HTTPS. Securing your website with SSL certificates not only protects user data but also builds trust with both Baidu and your users.
While switching to HTTPS may seem like a technical hurdle, the benefits go beyond just rankings. In China, where trust is a key factor in how users interact with websites, having HTTPS signals to users that your site is safe and secure.
Actionable Step:
- Convert your website to HTTPS if it’s not already done. Ensure that all pages, including redirects, are secure and properly configured with SSL certificates.
- Regularly check your SSL certificates to ensure they are up-to-date and functioning correctly across your website.
Reasoning:
HTTPS isn’t just a technical upgrade—it’s a trust signal for both Baidu and your audience. With the increasing number of top-ranking pages using HTTPS, ensuring your site is secure not only helps improve your SEO performance but also provides users with the assurance that their data is safe. This simple switch can lead to better rankings and higher trust in your brand.
Step 11: Optimize for Mobile and Speed Up Your Website
Optimizing your website’s speed is especially important in China, given the Great Firewall and the prevalence of mobile-first users. Beyond tools like 17CE, another practical approach is to have people in Mainland China load the website directly and use Chrome Dev Tools to measure site speed. This gives a real-world view of how your site performs in China.
To further enhance speed, self-hosting fonts and resources like jQuery is a smart move, particularly when hosted within China. There are even locally hosted alternatives for some of these resources, which help improve speed even if your site isn’t hosted in Mainland China. And if you can’t host your site in China, consider using local China CDN services for resources like images to boost load times. Jademond offers CDN services for some of our clients, which has proven to be effective.
Actionable Steps:
- Use 17CE and Chrome Dev Tools to test your website’s speed in Mainland China.
- Even though Google Lighthouse doesn’t measure speed accurately for China, use its recommendations to optimize your site.
- Self-host fonts and other resources (like jQuery) to improve speed. Alternatively, use local hosted alternatives for these resources, even if your site isn’t hosted in China.
- If you can’t host the website in Mainland China, choose a hosting solution close to China and look for local China CDN services to speed up resource delivery (like images) across the site.
Reasoning:
Speed is essential in China’s mobile-first environment, and avoiding foreign-hosted resources helps bypass issues related to the Great Firewall. Hosting resources locally or nearby can make a significant difference in both user experience and Baidu rankings.
Step 12: Localize Hosting
One of the most persistent myths about Baidu SEO is that you must host your website in Mainland China and obtain an ICP license to rank. While having local hosting can improve your site’s load times and show Baidu that your site is more relevant to Chinese users, it’s not strictly necessary. There are many examples of websites hosted outside of China that still perform well. However, if you’re serious about improving both speed and trust, local hosting is something to consider.
An ICP (Internet Content Provider) license is required if you’re hosting your site in Mainland China, but again, not all successful websites on Baidu have one. If your business is fully focused on the Chinese market, it’s worth considering.
Actionable Step:
- Assess your current hosting setup. If your website’s load times are suffering due to overseas hosting, consider moving to a Chinese hosting provider.
- Walk through the process of applying for an ICP license (if necessary) and choose a hosting solution that balances speed and trust with the complexity of local hosting.
- Reasoning: While not mandatory, hosting in China with an ICP license can improve both load times and Baidu’s trust signals. However, if your website is performing well without this setup, switching might not be necessary.
Step 13: Pay Attention to What Baidu Can and Can’t Do
When optimizing for Baidu, it’s crucial to understand both its strengths and limitations, especially when compared to search engines like Google. Baidu’s technology has evolved, but it still operates differently, which affects how it crawls, indexes, and ranks your website. Understanding these differences can give you a strategic edge in ensuring your site is fully optimized for Baidu’s capabilities.
- Baidu’s JavaScript Crawling
Baidu has made significant strides in its ability to crawl websites that rely on JavaScript to load content, but it still prioritizes text-based crawlers that don’t execute JS. To ensure Baidu consistently sees your latest content, it’s better to aim for static-like pages that don’t rely on JavaScript. Baidu does use a rendering bot to crawl more complex JavaScript-heavy sites, but this process is resource-intensive and only used selectively. You can check your logs for Baidu’s rendering bot to see if your JS content is being crawled properly. - Mobile-First Indexing
Baidu has shifted to mobile-first indexing, but it doesn’t handle responsive design as smoothly as Google. Mobile layouts should be clean and efficient, with as much content as possible delivered in static form to avoid heavy reliance on JavaScript for loading or rearranging page elements. Baidu’s rendering bot checks for mobile layout capacities, but you still want your core content to be accessible without the need for complex JS. - Site Speed and Foreign Resources
Site speed is a critical ranking factor, and Baidu struggles with sites that rely on foreign resources like Google Fonts or external CDNs. Hosting resources locally or using a China-friendly CDN can significantly improve page load times for users behind the Great Firewall. The faster your site loads, the better your chances of ranking higher on Baidu. - HTTPS Handling
While Baidu supports HTTPS, it has shown issues with websites that don’t handle the transition from HTTP to HTTPS correctly. Make sure your site is fully secured, with proper redirects in place, to avoid any indexing issues. Ensuring a seamless user experience for both HTTP and HTTPS versions can boost Baidu’s trust in your website. - Content Understanding and WDF*IDF
Baidu uses natural language processing models, but its content analysis isn’t perfect. Rather than fully “understanding” text, Baidu often relies on recognizing specific character combinations that suggest relevance. For optimal results, make use of your most important target keywords in Title tag, Meta-Description, H1` headline ond further text cnotent at least once, employ WDF*IDF techniques to make sure your content not only includes the target keywords but also related terms that give Baidu confidence that your page covers the topic comprehensively. - No Schema.org Support
Baidu does not currently support schema.org for structured data. This means focus on traditional on-page optimization, like clear titles, headings, and meta descriptions, to help Baidu understand your content better.
Actionable Step:
- Keep your website’s content static when possible to ensure that Baidu can easily access the latest version.
- Check your log files for Baidu’s rendering bot to verify that JavaScript content is being crawled, especially for mobile layouts.
- Optimize your site’s speed by avoiding foreign-hosted resources and opting for China-friendly CDNs.
- Ensure a proper transition from HTTP to HTTPS with correct redirects.
- Integrate your target keywords where they make sense for the visitors of the page (don’t spam)
- Use WDF*IDF analysis to optimize your content for Baidu’s more keyword-driven approach.
- Prioritize on-page SEO over schema.org structured data, as Baidu does not currently support it.
Reasoning:
Baidu has made significant progress, but it’s still resource-conscious and prefers simpler, static pages over complex JS frameworks. By tailoring your site’s structure to what Baidu can efficiently crawl and index, and by focusing on speed, security, and content optimization, you can improve your rankings and ensure your site performs well across the board.
Off-Site SEO Strategy: Building Authority for Baidu
Some blogs still suggest that Baidu values quantity over quality when it comes to link building, but that advice is outdated. Baidu has released multiple iterations of its Moneyplant Updates, which specifically targeted spammy link-building techniques. Additionally, Baidu had a tool similar to Google’s Disavow Tool for reporting harmful backlinks, but they eventually closed it down. This, coupled with reports from Baidu SEO professionals, indicates that weak backlinks—even in large quantities—are no longer valued. Today, the emphasis is firmly on quality over quantity when building backlinks for Baidu. Here’s how to build a strong, effective backlink profile for Baidu’s algorithm.
Step 14: Build a Strong Backlink Profile
For Baidu SEO, building backlinks is different from what you might be used to with Google, largely because the internet landscape in China is very different. There are fewer privately run websites in Mainland China, so acquiring backlinks requires a more targeted approach. One effective way is to focus on Chinese-language websites from Singapore, Hong Kong, and Taiwan. While these backlinks may not be as powerful as those from Mainland China, they are easier to acquire and still count as Chinese-language backlinks, which can give your site a boost in the eyes of Baidu.
Another method is to leverage User Generated Content (UGC) platforms that allow references (backlinks). However, be cautious. Just because it’s easy to drop links on these sites doesn’t mean it’s always valuable. If your content is low-quality or spammy, it can be removed, or worse, your account could be banned. Links built on low-effort content won’t carry much weight with Baidu, either. Instead, focus on creating high-quality, valuable content that other users genuinely find useful. This increases the chances that your post will get promoted within the platform, earning internal links and greater visibility on Baidu.
Certain news websites in China allow brands to publish stories about their companies. Much like with UGC platforms, your goal here should be to contribute valuable stories that resonate with the audience, rather than just posting for backlinks. When your content gains visibility on these news sites, it can attract internal links and positive user signals, which Baidu may notice, increasing the article’s weight in their ranking algorithm (Baidu’s equivalent of PageRank). Even if some platforms don’t allow direct backlinks, being mentioned in these articles can still enhance your brand’s reputation and authority in the eyes of Baidu.
Finally, you can make use of Baidu’s own portals. While posting content here doesn’t always allow you to drop direct backlinks, creating high-quality content on these platforms can help raise awareness of your brand. In some cases, posts on these platforms might even rank in Baidu’s top 10, driving more traffic and brand recognition.
Actionable Step:
- Focus on acquiring backlinks from Chinese-language websites in Singapore, Hong Kong, and Taiwan. While not as powerful as Mainland Chinese links, these are easier to get and still valuable for Baidu SEO.
- Leverage UGC platforms (e.g., Baidu Tieba, Zhihu), but ensure you’re creating high-quality content that adds value. Avoid spamming links; instead, focus on getting your content promoted within the system for internal links and Baidu visibility.
- Publish news stories about your company on Chinese news websites. Make sure the stories are engaging and relevant to their readers. Even without backlinks, brand mentions on trusted news sites build credibility and may positively influence Baidu’s perception of your brand.
- Participate actively in Baidu’s own portals by posting high-quality, relevant content. Even without backlinks, this strategy can still boost your brand awareness and might result in top rankings for posts on those platforms.
Reasoning:
Building backlinks on Baidu requires a more localized and strategic approach. Focusing on Chinese-language sites outside Mainland China offers a path to acquire relevant backlinks more easily, while leveraging UGC platforms and Baidu’s own portals helps boost your content’s visibility. Finally, posting high-quality news stories can strengthen your brand’s reputation and increase Baidu’s trust in your site, even when backlinks aren’t directly involved.
Step 15: Leverage Social Media for SEO
In China’s digital ecosystem, social media platforms like WeChat and Weibo don’t just drive engagement—they also play a significant role in brand visibility, which can indirectly impact your SEO. While Baidu doesn’t have access to traffic data the way Google does through Chrome or Android, it’s been steadily improving its ability to crawl and index content from social platforms like WeChat. Over the last couple of years, Baidu has cracked open the walled gardens of some of these platforms, meaning brand mentions and user engagement on social media now influence your visibility on Baidu.
Baidu doesn’t see your traffic, but it does see how often your brand is mentioned, how active you are, and how well your content performs on these platforms. Content with positive user signals—such as high engagement—gets promoted within social platforms, which makes it more prominent and eventually visible to Baidu. This means that being successful on social media, even if Baidu can’t crawl all of it directly, still helps build your brand authority and can result in increased search interest for your brand on Baidu.
Actionable Step:
- Be active on WeChat by publishing valuable content through Official Accounts and WeChat Moments. Encourage sharing and engagement, and use QR codes to link to relevant sections of your website.
- On Weibo, leverage trending hashtags and partner with KOLs (Key Opinion Leaders) to spread your brand message. Although not all posts allow backlinks, brand mentions help raise your visibility, which Baidu can recognize.
- Use platforms like Xiaohongshu to share in-depth content. Even if Baidu can’t crawl everything, your brand building efforts will prompt more searches for your brand, which signals Baidu that you’re becoming more relevant and authoritative.
- Monitor MSV (Monthly Search Volume) for your brand on Baidu. As your social media activity grows, you should see an increase in searches, which is a key signal to Baidu of your brand’s growing importance.
Reasoning:
Although Baidu doesn’t track traffic like Google, it can see brand mentions and positive user signals on social media. As your brand gets mentioned more frequently and content performs well, it gains visibility. This can prompt more users to search for your brand on Baidu, increasing Monthly Search Volume (MSV)—a strong indicator of your brand’s rising importance. Brand building through social media is one of the most effective tools for improving your SEO.
Think Outside of the Baidu Box
While Baidu is the primary focus for most SEO efforts in China, it’s important to remember that it’s not the only search engine driving traffic to Chinese websites. To build a comprehensive SEO strategy, you need to consider other platforms that can offer valuable insights and performance boosts. Broadening your approach will help you tap into a wider audience and enhance your overall website performance with additional tools and strategies.
Step 16: Set up Bing Webmaster Tools and Google Search Console for the Chinese Website
While Baidu is the dominant search engine in China, it’s important to recognize that Chinese websites don’t only receive organic traffic from Baidu. Two other significant players are Bing and, surprisingly, Google. Yes, Google! Even though Google is officially blocked in China, data from tools like GA4, Baidu Tongji, and Google Search Console (GSC) show that Google still serves as an important traffic source for some Chinese websites.
So how does this happen? Many users in China access blocked services like Google, Facebook, and Instagram through VPNs. What’s interesting is that many Chinese users opt for local VPN services, which might virtually place them in regions like Japan, South Korea, or the USA. However, it seems Google can often recognize these users are still coming from China—this information shows up in GSC data. In fact, search traffic listed as coming from China, as well as from Hong Kong and the USA, often originates from VPN users inside China who search in Simplified Chinese, indicating that these are not traditional HK users.
Setting up Bing Webmaster Tools and Google Search Console for your Chinese website not only helps you track this VPN-driven traffic, but also provides access to advanced technical SEO tools that complement what Baidu Ziyuan offers. Both GSC and Bing Webmaster Tools offer deeper insights into how search engines crawl and index your site, making them invaluable for refining your SEO strategy.
Actionable Step:
- Set up Google Search Console and Bing Webmaster Tools for your Chinese website to monitor search performance across all major search engines, not just Baidu.
- Use these tools to access technical SEO insights that complement the data from Baidu Ziyuan. Leverage GSC for its detailed reports on mobile usability, core web vitals, and crawl errors.
- Pay attention to Google traffic that might come from VPN users in China. Use this data to optimize for searches in Simplified Chinese.
Reasoning:
Even though Google is blocked in China, its traffic—often via VPNs—still plays a role in the search ecosystem. By utilizing GSC and Bing Webmaster Tools, Chinese SEOs can track performance across all search engines, gaining deeper insights into crawlability, mobile performance, and more. These tools complement Baidu’s offerings, providing a more holistic view of your website’s performance.
Avoiding Common Baidu SEO Pitfalls
When it comes to Baidu SEO, there are a lot of misconceptions and outdated practices that can harm your site’s performance. Many SEOs fall into the trap of over-optimization or misinterpreting what Baidu’s algorithms actually value. Understanding and avoiding these common pitfalls will save you time, effort, and prevent potential ranking drops. Let’s look at the most frequent mistakes and how you can avoid them.
Step 17: Avoid Over-Optimization and other Misconceptions
In Baidu SEO, many common practices that work for other search engines can lead to over-optimization or unnecessary changes that hurt rather than help your rankings. It’s easy to fall into the trap of following outdated advice or misconceptions, so let’s break down some of the most frequent mistakes and how you can avoid them.
Key Pitfalls to Avoid:
Step 17.1: Avoid Keyword Stuffing
Overloading content with keywords might seem like a quick win, but Baidu’s algorithms are smarter than that. The Baidu SEO Ranking Factors Study shows that top-ranking pages have an average keyword density of just 1%, and even shorter keywords rarely exceed 2% in top-ranking pages. This means that natural keyword integration is more effective than stuffing.
Actionable Step: Focus on creating valuable content with naturally integrated keywords. Keep keyword density below 1-2%, and use related terms to make the content more comprehensive.
Reasoning: Baidu recognizes content that isn’t over-optimized and values relevance over quantity. Keywords should flow naturally to improve user experience and rankings.
Step 17.2: Overloading with External Links
It’s a mistake to think that too many external links are inherently bad. External links are a core part of the web, and not linking out can make your content seem insular. However, the key is to link to relevant, high-quality resources.
Actionable Step: Include external links when they genuinely add value to your visitors. Ensure the links point to authoritative sources that complement your content, rather than overloading every page with unnecessary links.
Reasoning: External links are valuable for users and Baidu’s algorithm, as they add credibility and enhance the overall user experience. Just be sure they’re meaningful and relevant.
Step 17.3: Linking to Other Language Versions
Adding links to other language versions on every page may seem like good navigation, but it can confuse Baidu’s algorithm and Chinese users. More links to non-Chinese pages increase the risk of users landing on pages they can’t understand.
Actionable Step: Have a single Chinese page that links to all other language versions and link to that page from your Chinese content, instead of linking directly to multiple languages from each page.
Reasoning: This keeps your Chinese pages focused on Chinese users, minimizing the risk of user confusion and helping Baidu understand the primary focus of your site.
Step 17.4: Switching to a Chinese TLD Without a Good Reason
While Chinese TLDs (like .cn) may signal to Baidu that your site is local, most top-ranking Baidu pages use .com domains. Switching domains can cause a loss of traffic and rankings if not done carefully.
Actionable Step: Stick with your existing generic TLD (like .com) if it’s performing well. Only consider switching to a Chinese TLD if you have a solid business reason, and plan a careful relaunch with proper redirects to preserve as much traffic as possible.
Reasoning: A relaunch requires Baidu to revalue the entire website, which can cause a temporary (and sometimes long-term) drop in rankings. If your current domain is working, there’s no need to change.
Step 17.5: Content Duplication
Duplicating content is usually considered bad practice, but there are exceptions. If your pages serve different search intents (even if they target the same keyword), you’re not cannibalizing rankings.
Actionable Step: When targeting the same main keyword, create unique content that addresses different user intents (e.g., one for informational queries and another for transactional queries). Make sure the content and structure are clearly distinct.
Reasoning: Baidu will recognize the unique value of each page if they serve distinct user intents. This avoids any duplication penalties while catering to multiple audience needs.
Conclusion & Final Thoughts
Review & Execute Your Baidu SEO Strategy
In this guide, we’ve covered all the essential steps to building a successful Baidu SEO strategy, from technical SEO considerations to content optimization and off-site strategies. Now it’s time to take a step back, review the steps, and start executing.
Here’s a quick checklist to guide you through the process:
- Understand Baidu’s Landscape:
Begin by familiarizing yourself with how Baidu differs from other search engines and understand the role of SEO in China’s unique digital ecosystem. - Set Up the Technical Foundation:
- Ensure your site is secure with HTTPS.
- Optimize for mobile and site speed, especially using China-friendly hosting and CDN solutions.
- Keep your content static to avoid issues with JavaScript-heavy pages, and ensure proper crawling by Baidu.
- Master On-Page SEO:
- Focus on keyword research and align content with search intent.
- Implement long-tail keyword strategies to capture high-intent traffic.
- Optimize metadata (title tags, meta descriptions) and make sure content is structured properly without overloading on external links.
- Strengthen Off-Site Authority:
- Build a strong backlink profile, focusing on Chinese-language websites and platforms.
- Leverage social media platforms like WeChat and Weibo to increase visibility and brand mentions.
- Avoid Common Pitfalls:
- Don’t fall into the trap of over-optimization with keyword stuffing or switching TLDs unnecessarily.
- Avoid linking to other language versions from every page, and manage content duplication smartly.
Step 18: Take Action
Now that you’ve got a solid understanding of how to approach Baidu SEO, it’s time to put it into practice. Whether you feel confident tackling these steps on your own or find certain areas challenging, the most important thing is to start implementing and fine-tuning your strategy.
If you need professional help or Baidu SEO experts guidance, don’t hesitate to reach out to us at Jademond. We specialize in Baidu SEO and have the experience to help you navigate the complexities of China’s digital landscape. From technical optimizations to content strategy and link building, we’re here to help you achieve real results.
Get in touch with us today, and let’s work together to maximize your visibility on Baidu and grow your presence in the Chinese market.
About the author: Marcus Pentzek, Director of SEO, Jademond Digital - Marcus Pentzek is an SEO expert with over 15 years of experience, specializing in Baidu SEO. He has worked with global brands like Siemens, Nestlé, and B/S/H. Marcus played a key role in the Baidu SEO Ranking Factors Correlation Studies and co-authored a comprehensive book on Chinese SEO. Currently, he leads SEO at Jademond Digital, driving data-driven strategies and content optimization for the Chinese market. A lifelong problem-solver with a passion for digital strategy, Marcus continually adapts to the evolving SEO landscape. -> more about Marcus