There’s been a lot of discussion around the Chinese search engine Baidu and how to SEO content for that market. And for good reason. According to various reports, the Chinese online economy is booming, in part because of initiatives taken by the Chinese government, which has made rural infrastructure one of its highest properties. This includes the development of internet infrastructure.

The Ministry of Commerce reported that the online market in rural China nearly doubled in 2015 to $51 billion. And according to JP Morgan, three of the country’s largest city regions – Beijing, Guangdong and Shanghai – will only make up 10.6 million of the total 159.9 million new internet users to crop up between 2015 and 2018. The remainder will come from other, and often more rural, regions.

With such booming online activity across the country, optimizing for Baidu specifically will become increasingly important, especially since the content you’ve already optimized for search engines like Google or Bing won’t necessarily rank properly for Baidu.

That’s why we’ve put together a list of some of the key components you’ll want to incorporate into your Baidu SEO strategy to expand into the online Chinese market.

Content is . . . the Emperor of China?

Yeah, we digital marketers have all heard that old adage that Content is King. Just like Google, Baidu takes a number of things into consideration when weeding out bad content from the good. But Baidu also goes a few steps further than its Western counterparts to ensure that the content revealed to its users is qualified enough to enter the imperial palace in the Forbidden City.

  • Unique content: For Baidu, it’s especially important that your content is unique, and that there aren’t duplicate versions of your content elsewhere on the web. In fact, Baidu will penalize your website if clones of your content exist, which means you’ll have to do your due diligence in scouting the web and, where possible, getting duplicate content removed from other sites so that yours can rightfully rank where it should.
  • Quality and quantity: Again, unique content is key, but you’ll also want to make sure that you have a minimum of 300 words on each page.
  • Consistently new content: Baidu likes to see that websites are consistently active, meaning that the search engine looks for new and fresh content. That’s why you may consider creating a company blog, through which you’ll be able to prove to Baidu not only that your website has content-rich material but also that you’re an active authority within your sector or field.
  • Language and translation: China is a large country with various languages and dialects (more than 200 to be precise). Which means that a single word could have various meanings. And if your content winds up using words with the wrong meanings for your specific content, Baidu may ding you. That’s why you’ll absolutely want your content to be translated by a professional translator whose native language is Chinese. But beware: Baidu prefers Simplified Chinese over Traditional Chinese, so make sure to pick up some of the former when you stop by the translation shop.
  • Title tags: Just like Google, you’ll need to write a title tag. But because simplified Chinese characters equal two roman characters, you’re only left with a buffer limit of 35 characters instead of the standard 75. Other considerations? Use both a keyword-rich phrase and a branded term.
  • Meta keyword tags: Yes, Baidu still takes meta keyword tags seriously, so don’t think that just because you no longer need them to rank for Google, that you won’t need them for Baidu. Make sure to include three to five keyword phrases for every page on your site.
  • Image ALT tags: For Baidu, ALT tags are your most failsafe way of making sure your images rank, so include these as part of your SEO strategy.

Legal and technical requirements for Baidu SEO

Unlike the United States and much of the rest of the world, China has very strict laws when it comes to the freedom of speech and the topics that can be discussed on the web. Baidu, currently holding a majority share of online activity in China, requires companies to heed the various legal requirements the Chinese government has set in stone. Beyond that, there are a number of other technical requirements you’ll want to take into consideration for your SEO strategy.

  • Censorship: If your content contains certain words that have been blacklisted by the Chinese government, you can be sure that Baidu will de-index your page or your website altogether. You can find a list of blacklisted words here.
  • Internet content publishing license: More important, perhaps, than weeding out blacklisted terms is getting an Internet Content Publishing License, which you can acquire from the Chinese Ministry of Industry and Information Technology. Without one, your website won’t be able to rank at all.
  • Domains: It might seem convenient, if you already have a .com domain, to simply create a localized version of your website and add a /cn to your root domain. That won’t fly with Baidu, however. Make sure you use a .cn domain that is hosted within China. Baidu also doesn’t take kindly to sub-domains or multiple domains, so just stick to the standard .cn version.
  • Physical address: Make sure your website lists a physical location in China for your business. Without one, Baidu may assume that your non-China-based business isn’t relevant for, well, China.
  • Site speed: A benefit of hosting your domain in China is that the load speed for your website will be much faster – an important factor for Baidu. In fact, if you don’t host your domain within China, your site will load significantly more slowly due to what is commonly known as the Great Firewall of China, a collection of legislative and technological actions undertaken by the Chinese government to regulate content on the web.
  • robots.txt: Baidu isn’t a fan of robots.txt files. So if you have any on your website, you may want to remove them and rely more on .htaccess files or the IIS server to set up the rules you would normally set up through robots.txt files.
  • JavaScript and Flash: If your website features JavaScript or Flash, you’ll want to make sure there’s an HTML alternative somewhere on your site. That’s because Baidu crawlers aren’t as sophisticated as Google in being able to crawl JavaScript and Flash files.

It all comes back to the content and the user

It doesn’t matter whether you’re optimizing your content for Google or Baidu (or both). The quality of the content you’re optimizing is ultimately what will allow you to flourish in complex markets like China’s. Your users, readers and prospective clients are the silver lining of any SEO strategy or campaign, so by following the steps we listed in this blog, you’ll be well on your way to providing relevant content that resonates.

Klicken Sie auf den unteren Button, um den Inhalt von zu laden.

Inhalt laden

When Google applied the first Panda Update to its algorithm, it was a major blow for content farms. In pre-Panda times, they were able to boost their customers’ rankings with enormous amounts of low-quality content. In the following, I would like to explain how a cute endangered mammal can slash entire content farms and what this has to do with the language industry.

Google meant business when it applied the first Panda Update to its algorithm. Google’s first and foremost priority is providing the most relevant search result to its users. Now, you’re probably thinking: This is what search engines are for. Right! But in pre-Panda times, it was possible to manipulate these search results by building huge content farms that provide low-quality content in order to boost their paying customers’ rankings.

Panda hepls Google and users alike

Google couldn’t let this happen any longer without losing credibility. So Google updated its algorithm and named it after the engineer who was responsible for the development – Navneet Panda. (Sorry, this is the end for our cute mammal.)

This update has changed SEO forever and has introduced a paradigm shift toward high-quality content. The first update was released in February 2011 and has been further developed since then.

Google’s goal is to develop an algorithm that is responsive to the human mind rather than a machine. In other words, Google wants to present the best search engine results based on human perceptions and engagement. Panda is a major stepping-stone to achieving this ‘ideal’ search engine world.

International SEO – More turnover thanks to Panda

What has this to do with the language industry? It’s quite simple: We are good at content, and namely multilingual content!

According to a study published by Common Sense Advisory in 2014, 60% of the world’s top global brands are multilingual, with an average number of 8.35 languages per brand!

This means that if you work for larger organizations, they will run a multilingual website. And if your customer wants to stand out from the crowd in today’s online world, they will have to offer relevant content. In many cases, customers order SEO optimization along with the internationalization of their websites.

This additional task means one thing for language service providers: completely new business opportunities. And there is no secret about the reasons for this. Your typical SEO agency – that is, an online company without any linguistic skills – simply cannot handle the multilingual requirement.

Sure, a SEO agency can perform a WDF*IDF analysis to determine which terms should be used more frequently in a text. But it will need a native speaker to take on the delicate task of applying the necessary changes to the texts and writing them in a manner that reflects the brand itself.

This represents a paradigm shift that will pay off for language service providers.

If you would like to stay up to speed with the latest developments in the areas of search engine optimization or online marketing in general, sign up for my newsletter.

The job of moving your own website in one language to a higher position in search results is hard enough. But providers of language services are required to move the multi-language websites of their customers higher in the rankings as well. We will show you how to pull off this trick.

Read more

301 redirect, canonical tag or hreflang – OK, hand over your heart, do you always know the difference? In the following text, we will explore the features that set them apart from one another.

Read more

Keyword density, WDF*IDF analysis or just a clear and simple writing style for readers? We certainly are not talking about rocket science here. But it does help to employ a few fundamental tricks. Go here to see for yourself!
Read more