Design and development for Baidu SEO

The different rules in place for the web in China means that designers and developers need to have a similarly aligned set of development and design best practices to help their products navigate through the labyrinth of existing restraints and connect with the Chinese customers. To make an optimized presence in the Chinese web circuit, you need to create designs that avoid the common pitfalls for negative rankings in Baidu search and be on par with development practices crafted after considering the dos and don’ts that help you in your SEO for Baidu. The following represent some of the basics that must be followed by designers and developers to make a site accepted by Chinese search engines.

Use Baidu SEO Website Development Guidelines

The withdrawal of Google from China means that features like Google Fonts, Google Analytics, its APIs etc. are also rendered ineffective. Any website using these features will be carrying the baggage of redundant pages that the search engines will refuse to index. Although there has been some relaxation lately on the usage of these, it is still better for you to follow Baidu Developer Guide if you are preparing a website for the Chinese customers. These guidelines will prevent your site from being de-indexed by the Chinese search engines. It will also ensure that the complete content of your site is delivered to the user without parts of them being blocked. Most of the tricks and techniques of the trade that works with Google works with Baidu search but its differences in some core areas mean that one has to use these specific guidelines.

Do not use JavaScript, Flash, iFrames

Baidu’s web crawlers are not advanced enough to crawl JavaScript, Flash and iFrame content.  Keywords and SEO information situated inside these contents are not found by the web crawlers thus reducing the overall effectiveness of your optimization process. Provide HTML alternatives if your site has such contents.

Moreover, it is a popular practice for web developers to use libraries like jQuery and Bootstrap to take advantage of the CDN hosted by the companies like Google to improve their site speed and caching. However, since contents from CDNs outside of China will load slowly or get completely filtered in the country, you should not use the hosted libraries like the ones mentioned above.

Fast websites for a better Baidu SEO

Since China is a huge country the page loading speed might be different in various locations and it is vital for you to test the speed of your site in various geo-locations in China. The speed of a site is an important metric for search engines like Google, for which it is one among hundreds of ranking factors, but for getting featured in Baidu search it is one of the most important one.

Baidu has its own internal tool for testing site speeds, using which you can log in to the analytics section that provides your website’s measure of speed. This tool provides the loading speed of your site in various provinces in China. Other site speed testing tools available in China are webpagetest, Site 24*7, Dot Com tools, site speed and CDNetworks.

Chinese search engines like Simple Website Architecture

Given Baidu’s inability to crawl through deep layered sites it is important that your sites are simple in architecture using only a minimal number of layers necessary for optimized user experience. The good thing about Baidu search  is its negligence to link and keyword stuffing so one can use as much outbound links in their pages, allowing them to obtain a simplified design for the site with minimal pages while not limiting them from including  links so vital to optimization in the search engine. Use only two layers for your site whenever possible — Home Page > Pages —  and if it does not suffice, it is better if you follow a tree structure for your site. A tree structure site will have a home page that links to the main category pages and the sub category pages linked to the main category pages and so on. Additionally, you should provide a site map in .xml format and avoid zipped site maps in formats like .xml.gz.

For the most useful dos and don’ts in developing your China focused digital strategies for 2017 and beyond, you can find the articles of this series of posts here:

Michael Simonetti
Posted by:

Post Reads: 3.2K

Share this

Go on, see if you can challenge us on "Chinese aka Baidu SEO: Design and development guidelines" - Part of our 168 services at AndMine. We are quick to respond but if you want to go direct, test us during office hours.

Add Your Comment

Trusted by

Hanover
OMS – Order Management System
WTFN
Novvi
The Burger Cheese
Grainshaker
SwinBurne University of Technology
Tek Ocean
McArthur Skincare
Cronos Australia
RMIT University
NMI Insurance
Ubertas Group
Aqium Gel
Associated Press
National Relay Services
Madman Entertainment
Toni&Guy
Plan It Sync It
Tassal
Cell Therapies
LBG Australia and New Zealand
Jetstar
Forbes
Oakdale Meat Co
Shell
White Suede
GooglePlay
Liveoneday
Peter Mac
Crumpler
Toy World
Paypal
Bintani Australia
Royal Freemasons
Maximising First Impressions With Design – Oakdale Meat
Dinosaur Designs
DeeWhy Market
Rock Pool Group
Rydges
Street Kitchen
Grow Your Business
Passage To India
Tribe
Passage Foods
Federation Square
Adobe Professional
Bank of Cyprus
MyAccount
ABC
BlackMores
Macmillan Publishing
Magento Solution Specialist
Schiavello
Uber
Scrum.org
Australian Physiotherapy Association
Appstore
Amino Active
iPrimus
Mecca Brands
Oracle
21st Century Australia Party
Viktoria & Woods
National Museum of Australia
Melbourne Central
Etihad Stadium
One Shift
Engine Swim
Google
Elucent
Craft CMS
Rackspace
News
AC/DC
Kadac
Chia
Brisbane Times
Castran Gilbert
Van Egmond Group
CB Richard Ellis
James Buyer Advocates
Victorian Government
High Street Armadale
DUSA, Deakin University Student Association
Kay&Burton
Australian Government
Atlantic Group of Companies
Bigcommerce
QV Skincare
Arc One
Positive Poster
Natralus Australia
Catholic Insurance
Celebrate Health
The Fortune Institute
Melbourne Heart
SunSense Digital Agency
Bulk Nutrients
Naturtint
GPT Group
Jalna
Grays Ecommerce
Australian Anthill
ISO Certified
Metricon
Dial Before You Dig
Max’s
Mamma Lucia
Melrose MCT
Maxine
Green St Juice CO
Arthur Galan
Focus On Furniture
CSquared Executive
Eway
Moov Head Lice
Think & Grow Rich Inc
131 Pizza
Parker Lane
SMH – The Sydney Morning Herald
Ego Pharmaceuticals
Bostik
ADP Payroll
Microsoft Certified Azure Fundamentals
Unsw Australia
Matchbox Homewares
TPP
Drupal
Federation University Australia
Fast.co
Magento
MAP
Buy Aussie Now
Fresh Cheese Company
Watches of Switzerland
Acquia Certified Site Builder Drupal
Telstra
Vendor Advocacy Australia
Switzer Media+Publishing
Boston Consulting Group
Garmin
The University Of Melbourne
Fairfax Media
CAN- Common Wealth Bank
Heat Holders
Loan Market
Instant RockStar
Smart Company
DepSkin.com
POSTER Magazine
Xavier
Bondi Sands
Melbourne Sports and Aquatic Centre – MSAC
The Canberra Times
Palace Cinemas
Ebay
OJAY
Carlton Football Club
Sports Power
Wild Rhino Shoes
VISSF
Ello
Movember
Melrose Health
Tomorrow Stars Basketball
Sunday Creek
Beaumont
Florsheim Shoes
Coles
Marshall White
Windsorsmith
Australian Organic Food CO
Engineers Without Borders
The Age
Hairhouse Warehouse

Testimonials

We aren't exactly 'IT savvy' but AndMine's Marketing Software is simple to use and the guys are always there to help us out. We send out eNewsletters and automated Birthday offers with ease, keeping the restaurant busy and our 10,000+ members happy. All The Team, La Camera Restaurant

More Testimonials
AndMine-Google-Partner-Signature