Getting Started With Baidu SEO
Baidu is not Google, and the search engine game in China is also vastly different than the rest of the world.
For one it is true that Chinese consumers don’t actively use search engines as much in China compare to the rest of the world. However, since China has the largest population in the world search results on Baidu are still going to be pretty significant and it is definitely worth investing in depending on your strategy in China.
Second, how Baidu and Google display results which is commonly referred to as SERP(Search Engine Result Page) are different. Which means you’ll have to think about your content and SEO strategy very differently in China.
The Difference Between Baidu SEO and Google SEO.
Link Click – When you click on a Baidu SERP result a new window is open rather than redirecting you away from Baidu SERP results page. This is very common in China and often internet browser will have many tabs open because most website in China forces a new tab rather than redirecting the user on the existing tab.
Thumbnails – Google SERP results are usually all text but with Baidu SERP results you’ll see a lot of thumbnails best the text. This makes a huge difference when thinking about ranking for Baidu because most people will look at the image first before reading any text.
Adult Content – Baidu does not allow any adult contents as it is prohibited by the Chinese government.
Ad Tags: For the most part, the small “Ad” tag is pretty easy to spot and once you saw it you’ll know which results are ads which are not. With Baidu, it is not so clear. Baidu does support but it is really hard to the definition with all the other character around you.
Mobile Search – Because the idea of responsive design for the website does not exact in China and all search engines are ultimately still website or web app Baidu actually have a separate mobile search URL which is m.baidu.com.
Rich Snippets – Rich snippets on Baidu are much more common than Google, although most of the Rich Snippets are going to be from Baidu’s own properties. Also unlike Google where most Rich Snippets are going to contain single thumbnail on Baidu Rich Snippets can be a lot more dynamic and interactive.
Where Google uses schemas from schame.org to gather information for its Rich Snippets, on Baidu webmaster must submit and applied for Rich Snippets using Baidu 数据开放 Platform or as a paid promotion as a premium Baidu partner.
Baidu’s Properties – Unlike Google, you’ll not likely get results from Google’s own products & properties from search results unless you’re actively searching for Google products. On Baidu, 70% of the first page results are going to be owned by Baidu which is one of the biggest reason why SEO is more difficult in China. Here is an article on all the Baidu properties we wrote a while back.