Design and development for Baidu SEO

The digital practices one must employ for better reachability and effectiveness in China are different from the methods businesses generally employ elsewhere. Hosting and optimization on search engines, for instance, must be done on compliance with local rules and by matching the criteria dictated by the search engines for better ranking returns. Violation to these will mean penalization from search engines  and refusal on part of them to rank the sites properly. Moreover, to add authentication to your site, it is better to have business accounts on Chinese social media platforms. Chinese Search Engines like Baidu take this as a sign of endorsement and use it as a metric in ranking the sites. Practices like using a local Content Delivery Network (CDN), which helps boost page loading speed, are also vital part of your SEO for Baidu.

Thus, one must develop online strategies accordingly to reach out to Chinese customers. Let us highlight a few musts of the China focused digital practices one must employ for greater success.

Hosting Sites in China: A primary Baidu SEO strategy

Chinese search engines rank sites hosted in China higher than those hosted outside the country. This is primarily because of two reasons apart from ensuring compliance with local censorship policies. First, the search engines will take sites hosted in China as ones targeted to cater to the Chinese audience. Second, sites hosted outside China will have difficulty in loading compared to those hosted inside China. It is natural for Baidu Search to rank the ones with faster loading times higher.

To get hosting access in China, one first needs to get an Internet Content Provider (ICP) license. The license are of two types, personal ICP license and business ICP license, with the latter of the two necessary to host business and commercial websites. Getting an ICP license helps in getting better search engine rankings by making them eligible for hosting in China and also because ICP license is necessary for many site verification processes like Baidu Trust.

Host near China if you cannot host in China

Even if you cannot host your sites in China, it is advisable for you to host the sites in close proximity of the country – like in Macau, Honk Kong, Singapore etc. Hosting on the American West coast is better than doing so on the East coast. Close proximity will mean faster loading time which will help in getting recognition with the search engines.

Get a .cn Top Level Domain (TLD) when possible because it will mean to the search engines and general public that the site was meant exclusively for China. Getting a .cn domain does not require a local business registration hence it is better if you take advantage of this fact before any change in policy.

Baidu dislike subdomains and links to other domains

Chinese search engines do not entertain sites with subdomains. It is thus advisable to keep subdomains out of your sites. Moreover, it is a big no if you are linking your site in Chinese domain with those with a different domain. The linked site will decrease your page load speed and might get yourself deindexed from Baidu by containing information/widget from banned sites. Even if the formers are not the case, Baidu will still penalize your site for containing links of sites with non-Chinese domains. You should also never host sites in Chinese domains together with sites in non-Chinese domains like .com and .com.au because Chinese search engines refrain from indexing sites hosted alongside the ones in foreign domains.

Robots hamper your Baidu Search Engine Optimization

It is a regular practice for sites to include robot.txt file to guide search engines like Google in identifying which sections of their site they want to get indexed and which section they want out of reach of web crawlers. However Baidu does not rank sites with robot.txt files. The search engine wants full scale crawlability of your sites and access to all information held within. Thus it is a must for you to exclude robots from your site and make all pages available to Baidu crawlers. Even if you include a robot.txt file, Baidu might still crawl your website while not giving you the advantage of being indexed. Hence, if you are looking for a proper ranking in Baidu searches, it is better if you avoid robots altogether.

No multilingual contents and hreflang tags

Contents in Chinese have a higher chance of getting indexed by Baidu and being ranked on its SERP. If you are preparing a site for Chinese audience, prepare contents exclusively in Chinese because multilingual contents will hamper the chances of your Chinese language pages getting indexed with the search engine.  Moreover, Baidu does not support the use of hreflang tag for international targeting. Use meta language tags instead for Baidu and prepare and submit a separate versions of your sites with different gTLDs and subdomains  to target various geolocations.

 

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

Michael Simonetti
Posted by:

Post Reads: 6.4K

Share this

Go on, see if you can challenge us on "Chinese aka Baidu SEO: Best Digital Practices" - 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

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

Testimonials

The guys at &Mine are one step ahead and have made the process pleasant and stress free. All credit to them and their great working culture because I expected the process to be awful. I am looking forward to taking this project live and doing more business with &Mine. Lauren Brown, Director, Motto fashion

More Testimonials
AndMine-Google-Partner-Signature