A look at some of the key algorithmic and structural differences of Baidu, China's dominant search engine as well as some insightful content research tools and case studies for the Chinese market. The presentation also looks at some important KPIs when handling SEO projects for the Chinese market.

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

3. 拜拜谷歌

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

13. http://qianxi.baidu.com

14. http://builtvisible.com/messages-in-the-deep-zhongwen-simp

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

19. 谢谢，多谢，唔该, Thanks!
Owain Lloyd-Williams
International Lead
owain@builtvisible.com