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: 4.9K

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

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

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