The document outlines strategies for optimizing business presence on Baidu, the dominant search engine in China, which captures around 80% of the market share with 5 billion daily queries. Key recommendations include ensuring a CN domain, prioritizing meta tags in Simplified Chinese, using Baidu Webmaster Tools, and emphasizing localized content creation and relevant link-building strategies. It also highlights the importance of measuring success through KPIs such as organic traffic and keyword ranking improvements.

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