SEO for Baidu.China plays by its own rules.
In China Google effectively does not exist, and Baidu works differently in almost everything: hosting, licensing, language and content format. This is not a translation of the site you have.
What you get
What is different here.
Every item below is a requirement, not a recommendation. Without them a site barely exists in China, however good it is.
Hosting and the ICP licence
Without a server in China and an ICP number the site is slow and ranks poorly. This is the first and slowest step.
- A server in China or in Hong Kong
- The ICP licence and what it takes to get one
- The domain, and whether a .cn is worth it
- Speed as experienced by Chinese users
- Checking it is reachable behind the Great Firewall
Language and content
Simplified Chinese script, and copy written for a Chinese reader rather than a translated English page.
- Simplified script
- Content written for the local audience
- Query research in Chinese
- Longer, more detailed pieces than in the west
- Steering clear of sensitive subjects
Technical differences
Baidu reads JavaScript poorly, likes static HTML, and has its own set of tools.
- Static HTML wherever possible
- Baidu Webmaster Tools instead of Search Console
- Baidu analytics
- A sitemap to their rules
- Avoiding services that are blocked in China
Authority inside the Chinese ecosystem
Baidu favours its own platforms. A presence on them is worth more than classic links.
- Baidu Baike and Zhidao
- A presence on WeChat and Weibo
- Local directories and portals
- Working with Chinese sites
- Reviews on Chinese platforms
How it runs
A realistic order.
-
Phase 1
Is it worth it
The first question is not how but whether at all. Entering the Chinese market is expensive and slow.
-
Phase 2
Licence and hosting
The ICP process can take months. It goes first because everything else depends on it.
-
Phase 3
Site and content
A Chinese version of the site, written rather than translated.
-
Phase 4
Visibility
Baidu's tools, a presence on the Chinese platforms, and work on authority.
Who this is for
Who it works for, and who it does not.
It makes sense if:
- You sell, or plan to sell, in the Chinese market
- You have a local partner or a legal presence in China
- You are ready for a process that runs months before the first result
It does not make sense if:
- You have no legal footing in China - without it an ICP licence is hard to get
- You expect the existing site to simply be translated
- You want a fast, cheap way into the market
Let us be open: this is our rarest service and we deliver it with local partners. If we judge that it is not worth it for you, we will say so before anything is signed.
Frequently asked questions