Staying top of China’s search rankings - SEO for Baidu

LinkedIn Twitter Facebook

 

Author: Alex Nam, Managing Director, CDNetworks

 

Just as Google is ubiquitous for web search in many parts of the world, Baidu is the number one choice in China, performing 70% of all searches.

And just like Google, Baidu is a verb - users are asked to enter what they want to search for and click a button marked “Baidu it”.

 

So in order for a website to have visibility in China, it needs to score well in Baidu’s search rankings.

 

Loading speed and its influence on Baidu
Unfortunately, it’s incredibly challenging to get web performance right in China. A number of factors create long loading times, including the distance between Europe and China, the filtering process of the Great Firewall, and the infrastructure issues of China’s network.

 

Loading times affect the ‘crawl rate’ of a website. The internet is a big place and search engines only have limited resources, so only a certain amount of time is dedicated to indexing each site - some content will remain unindexed and unranked.

 

This limited scan of websites means the location of content on the page is very important. The crawler will often only scan the first 100 or so kb of a page, so the most relevant information and the most vital keywords must be near the top of the page.

 

It’s not only search engine crawlers leaving your site quickly that can have a negative effect - real people visiting and immediately leaving will also affect SEO. High bounce rates will mean Baidu will assume a website is of low quality, and will adjust a site’s ranking accordingly.

 

With the majority of searches in China taking place on mobile, Baidu places a lot of importance on it - especially as they have had more mobile users than desktop users for the last couple of years. A mobile-optimised site will help conversion rates anyway, but it’s a necessity to make sure it will appear near the top of search results.

 

Baidu - Chinas Search Engine and Chinese internet Firewall

 

The Great Firewall, censorship, and regulations
Baidu does not index content that is blocked to users in China. It also actively censors its content, using a mix of automatic algorithms and manual processes. It’s important to ensure that there is no content that could be construed as being anti-government, adult or related to gambling.

 

Even if your website does not provide adult material, it doesn’t mean that you will be protected from being censored as a ‘false positive’ and risk your website being blocked or de-indexed. Images of people sunbathing or even of piglets have led to censorship of websites by the Great Firewall in the past, as the algorithm has picked up a lot of ‘skin colour’ in images and labelled them as adult in nature.

 

Subdomains and website licences
It’s important to have a .cn domain for SEO purposes but in order to apply for this you must have an ICP license. Baidu requires you to have the necessary government-issued licenses for internet content providers. The ICP Bei’An license, or simply “Bei’An”, is a mandatory license required for all websites in China. Also, any company that “makes money” through their website is required to have an ICP license. To qualify for an ICP License, a company must be legally registered in China and in good standing financially.

 

To find out more information about expanding into China, download the free China Cross-Border Trading Passport

 

LinkedIn Twitter Facebook

5 tips for breaking into online retail in France

5 tips for breaking into online retail in France

France boasts being the 5th largest eCommerce market in the world and with an expectation to exceed €80 billion turnover in 2017, for those looking to enter this thriving online market here are five tips that could help you to break into the French online retail space.
Interview with Melanie Smallwood, International Buying Director at Global Fashion Group

Interview with Melanie Smallwood, International Buying Director at Global Fashion Group

eCommerce Worldwide Cross-Border Summit 2017 - Ahead of our annual event on 24th May, we interview Melanie Smallwood, International Buying Director at Global Fashion Group, to learn from her experience and knowledge in cross-border trading around the world.
Interview with Gregor McMillan, Business Development, China at The Hut Group

Interview with Gregor McMillan, Business Development, China at The Hut Group

eCommerce Worldwide Cross-Border Summit 2017 - Ahead of our annual event on 24th May, we interview Gregor McMillan, Business Development, China at The Hut Group, to learn from his experience and knowledge in cross-border trading into China.
Interview with Michael Truluck, CEO at La Redoute

Interview with Michael Truluck, CEO at La Redoute

eCommerce Worldwide Cross-Border Summit 2017 - Ahead of our annual event on 24th May, we interview Michael Truluck, CEO at La Redoute, to learn from his experience and knowledge in cross-border trading.
The latest view on eCommerce in Germany

The latest view on eCommerce in Germany

There are many benefits to entering the German eCommerce market - it’s the 3rd largest online market in Europe and has a very high internet penetration rate, but what other staistics do you need to know before entering this lucrative country?
How to use colour in cross-border online retail

How to use colour in cross-border online retail

Did you know colour can be an important driver of eCommerce sales? Research suggests 85% of buyers make their purchasing decision based on colour so getting it wrong could be a fundamental disaster for any online business. So what is the right colour to use?
Interview with Richard Longhurst, Co-Founder and Director at Lovehoney

Interview with Richard Longhurst, Co-Founder and Director at Lovehoney

eCommerce Worldwide Cross-Border Summit 2017 - Ahead of our annual event on 24th May, we interview Richard Longhurst, Co-Founder and Director at Lovehoney, to learn from his experience and knowledge in cross-border trading.
Building an eCommerce fraud prevention strategy for Germany

Building an eCommerce fraud prevention strategy for Germany

Being the world’s fifth largest eCommerce market, Germany has become an exceptionally popular destination for online merchants looking to sell their goods and services. However, retailers should still be aware of the high levels of fraud to do with their number one payment method. Therefore, what do you need to know about building an eCommerce fraud prevention strategy for Germany?
Interview with Kai Li, Vice President of International at Revolve

Interview with Kai Li, Vice President of International at Revolve

eCommerce Worldwide Cross-Border Summit 2017 - Ahead of our annual event on 24th May, we interview Kai Li, Vice President of International at Revolve Clothing, to learn from his experience and knowledge in cross-border trading.
How does device usage differ in France, Germany, and the UK?

How does device usage differ in France, Germany, and the UK?

It is well known that the use of smartphones and tablets has grown rapidly but which device dominates the traffic and at what time of day across France, Germany and UK? And how does device usage differ between these Countries?

Contact Us

eCommerce Worldwide
2 Ching Court
49-53 Monmouth St
London
WC2H 9EY

Tel: 0203 696 0980
2016© eCommerce Worldwide

Keep In Touch

powered by Affino

About eCommerce Worldwide

eCommerce Worldwide provides online retailers with all the information, and resources, they need to develop cross-border strategies for entering new markets around the world
Read More