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: 4.3K

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

iPrimus
CAN
Movember
Tassal
Kay Burton
Engineers Without Borders
Etihad Stadium
Google
Vendor Advocacy Australia
QV Skincare
Fortune Institute
Forbes
BCG
Dial Before You Dig
Atlantic Group
Canberra
RMIT University
ADP Payroll
News
Celebrate health
Dusa
Novvi
Australian Physiotherapy Association
SunSense Digital Agency
Positive Poster
Grays Ecommerce
Sports Power
Mecca cosmetics
Oracle
Jalna
National Museum of Australia
Hanover
Arthur Galan
Nmiinsurance
Rock Pool Group
Chia
MSAC
AC/DC
Arc One
Melrose Health
Bulk Nutrients
Rydges
Engine Swim
Swin
Rackspace
Digital Agency Panitsync
Shell
DeeWhy Market
Bigcommerce
Telstra
Paypal
Bank of Cyprus
University of Melbourne
Marshall White
Drupal
Fairfax Media
Windsorsmith
GooglePlay
vissf
Mamma Lucia
The Burger Cheese
Oakdale
Bostik
street kitchen
DepSkin.com
White Suede
Maxine
Coles
Florsheim
Switzer
Loan Market
Federation
MyAccount
OMS
Natralus Australia
Magento Solution Specialist
Viktoria + Woods
Macmillan
James Buyer Advocates
One Shift
Bintani
Garmin
Appstore
Grow Rich
Grow Your Business
Crumpler
McArthur Skincare
Professional
Ebay
Focus On Furniture
Amino Active
Scrum
Moov Head Lice
High Street Armadale
Ello
BlackMores
Sunday creek
Ego Pharmaceuticals
Royal Freemasons
Max
Fresh Cheese Company
ISO Certified
POSTER Magazine
abc
Parker Lane
Castran Gilbert
Melrose MCT
CBRE
The Age
Victorian Government
Smart Company
Tony and Guy
passage to india
Hairhouse Warehouse
catholic insurance
Grainshaker
Matchbox
Bondi Sands
131 Pizza
Aqium Gel
Melbourne Central
21st Century Education Agency
Van Egmond Group
Wild Rhino Shoes
Liveoneday
Australian organic foods
Instant RockStar
Metricon
Beaumont
Elucent
Tek Ocean
GPT Group
Xavier
WTFN
OJAY
CSquared Executive
Fed Square
TPP
Associated Press
Madman Entertainment
Unsw Australia
Ubertas Group
Uber
Schiavello
Heat Holders
Palace Cinemas
Melbourne Heart
Watches of Switzerland
Smh
National Relay Services
TSB
MAP
Toy World
Jetstar
Dinosaur Designs
Cronos Australia
LBG Australia and New Zealand
tribe
Eway
Anthill
Green St Juice
Microsoft-Certified-Azure-Fundamentals
Acquia Drupal Certification
Magento
Brisbane Times
Australia Goverment

Testimonials

We absolutely love working with AndMine - our website is always bang up to date, beautifully designed and full of software innovation. I would highly recommend AndMine as the online solution for any forward thinking company. Emma Roberts, Essensuals, Toni&Guy (UK)

More Testimonials
AndMine-Google-Partner-Signature