Baidu SEO Guide & Resource

Baidu, the Chinese search giant with its 70% market share, used to keep its changing as always in baidu seo guide and/or Baidu SEM, which may covers partially its ranking algorithm, PPC policy, secret sandbox, keywords censorship, etc. 

From this point, every webmaster has to face this challenge, and try to come up with every of Baidu change, in terms of SEO and PPC game particularly.

1, Baidu Official SEO Guide

In 2010, Baidu once released its official SEO guide in Chinese. Baidu then upgraded its Baidu SEO Guide 2.0 in August 2011, and stopped any upgrade of this SEO guide since then.


In couple of years later, many Baidu SEO guys conducted some English version of Baidu SEO, within which came,

  • Baidu Search Engine Optimization Guide from SEO Chat
  • Baidu SEO Guide eBook from Baidu Guide

But all of these similar papers were not originally from Baidu itself.


2, Baidu Latest Version of SEO Guide

Baidu now comes to release and update Baidu Search Engine Optimization Guide 2.0 through its official online college of Baidu, which covers key items as following,


  • General Introduction of Baidu SEO
  • Preparation Before Baidu SEO, including Domain Registration & Hosting
  • SEO Friendly Website Development, including Readability, Site Structure, Category & Directory, URL Definition, Baidu Webmaster, Re-development, Content, Referral, Attraction
  • Website Operation, including Conversion Rate, Traffic Analysis, Site Authority, Brand
  • Spam & Punishment, including Baidu Definition of SEO Spam, Punishment, Correction
  • Baidu SEO Q&A
  • Contact & Feedback

Baidu also released its Baidu Mobile Search Optimization Guide 2.0 on its official site.


3, Other Important Baidu SEO Documents

This is the only Baidu official channel to the public in regards with Baidu SEO activity. Besides this SEO guide, Baidu has other important documents in the online college as well.

  • Help of Baidu Tools
  • Baidu Mobile Search
  • Baidu Website Audit for Webmaster
  • Baidu White Paper of Website Content Quality
  • Baidu Website SEO
  • Principle of Baidu Search
  • Baidu Guide for Site Development

4, Essential Baidu SEO Tools

  • Baidu Webmaster
  • Baidu Keywords Suggestion
  • Baidu SEO BBS

5, Difference between Baidu & Google

Most of SEOers are curious about the difference between 2 search giants, Baidu and Google, as SEO guys love to learn Baidu based on the SEO knowledge of Google.

Here’s briefing in some aspects, as for your reference.

  Baidu Google
User Experience Good Perfect
Loading Speed Fast in China Fast globally, but blocked in China
Result Listing 3-6 PPC over organic 1 ppc over organic
Search Relevancy Good Very accurate
Site Indexation Slow Fast
Original Content Love Like
Censorship Strictly Little
Internal Link Weigh General
Outbound Links Links from authority sites Link popularity
Sandbox Seriously General
Punishment By man power By rules
Chinese Support Absolutely Good
Traffic from China 3 1
AI Applied PPC Organic & PPC


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WeChat Advertising: How a WeChat Advertising Strategy Works

If you’re looking to expand your reach and target customers living in China, WeChat advertising is perfect for you.

WeChat is an extremely popular, all-in-one app used in China — and when we say all-in-one, we mean it. The app started out as a typical messaging app — similar to Facebook Messenger but manifested into something much more.

You can now hail a taxi, book a flight, and even move money from account to account using the app. Since WeChat has so much to offer, it’s no surprise that it’s one of the most popular apps in the world.

Not to mention, with over 768 million users logging into the platform daily, it’s no secret that advertising your products or services there can help increase the number of eyes on your ads.

On this page, we’ll talk about WeChat marketing as a whole, what kind of budget you should put aside for WeChat advertising, and the different kinds of ads you can create.

If you’d like to speak to an ad specialist before reading on, feel free to give us a call at 888-256-9448!

Want to market to your target audience?


What is WeChat advertising anyway?

Before jumping into WeChat advertising, let’s first talk about the app’s capabilities and what it can do.

WeChat is a Chinese app that yields and impressive user base of more than 1 billion people. The app is owned by one of Asia’s largest companies, Tencent.

wechat description

The primary purpose of WeChat is messaging, and in fact, that’s how the app got its start. In time, it came to offer everything from payments to mini programs like games, payment options, public services, movie tickets, and more.

That being said, it’s easy to understand why it’s one of the biggest apps in China — it truly does it all.

Why choose WeChat advertising

When you think about advertising your products and services, you likely have a few main goals.

First and foremost, you want to sell more of your products and services. After all, that’s the main goal of advertising.

This means that a sub-goal of selling your products is probably to get your ads in front of as many people as humanly possible in order to build brand awareness and spark interest in your products.

If these two goals sound familiar, WeChat is a great place to advertise your business. Studies show that more than half of the app’s users spend a minimum of 90 minutes on the app each and every day.

When it comes to placing product ads in the app, it’s highly likely that they’ll get a ton of eye traffic as well as increasing visits to your website.

However, there are a few restrictions when it comes to industries. Check out the restrictions that come with WeChat marketing.

WeChat advertising restrictions

The more you learn about WeChat marketing, the more you’ll learn about the restrictions they have in place when it comes to advertising. For example, some clothing and accessory brands are only allowed to advertise on the platform if they have a specific reputation.

Another thing to be aware of is cultural values. The cultural values of the target demographic in China can be far different from American values, so it’s important to do your research while creating ads for WeChat.

Let’s take a look at specific restrictions when it comes to WeChat advertisements.


Exploring the China ecommerce market: Three keys to cross-border retail success

What does your haitao strategy look like? That’s a Chinese term that translates roughly to “buying overseas,” or cross-border shopping.  And it’s a term that many Chinese consumers are frequently using as cross-border ecommerce takes off in the world’s biggest online retail market. china ecommerce market

eMarketer estimates the Chinese ecommerce market at $672 billion, but what’s most interesting for retailers is the high percentage of Chinese consumers who shop cross border. Figures from the Chinese search engine Baidu show that the growth of haitao searches (320 percent) far exceeds the growth of searches related to domestic ecommerce (30 percent).

Additionally, the 2016 Pitney Bowes Global Online Shopping Study demonstrated a 20 percent year-over-year growth in the number of Chinese consumers who say they trust out-of-country online retailers. Product authenticity is the leading motivator: 52 percent of respondents cited quality as the top reason why they shop overseas.

It all adds up to significant opportunity for ecommerce retailers who want to sell into China. Getting savvy about this unique market is step one.  After recently spending time in-country and getting first-hand experience on consumer preferences and market challenges, here are three recommendations to achieving cross-border success in China:

1.       Identify and Emphasize Your Product Strengths

Take a hard look at what you sell and evaluate it against the products that consumers say they most want to buy from international merchants. According to our study, 44 percent of Chinese buyers shop for consumer electronics cross-border, followed by apparel (41 percent), health and beauty products (36 percent) and shoes (35 percent).

China's Mobile E-Commerce Market Overview and Predictions : April ...


That list aligns well with the notion that Chinese shoppers value product authenticity – many appear eager to buy big-ticket items from international retailers from whom there’s a reasonable expectation of quality. If these are areas of strength for your business, China could be the perfect fit as a new customer base.

2.       Assume Your Brand is Unknown to Local Buyers

Even if you have product strength, there’s no guarantee Chinese consumers will have actually heard of your brand. Baidu data shows that when conducting haitao-related searches, 49 percent of users rely on general product terms, rather than brand-specific ones. Comparatively, 99 percent of domestic ecommerce searches include brand keywords.

Put simply, Chinese shoppers are much more familiar with their local brands. This is why selling via a domestic online marketplace can be an ideal way to enter the country and build trust. These marketplaces – especially in-country sites like Taobao and Tmall – are hugely popular in China, representing 76 percent of online sales.

3.       Develop a Mobile and Social Strategy

Chinese consumers use their phone for everything, especially shopping. According to eMarketer more than half of all ecommerce sales in China are done on mobile, so lacking a mobile solution strategy will hurt your upside. Even if you’re mobile-friendly, you need local testers to ensure the app can be used and understood by Chinese buyers.

Chinese consumers also love social media – as such, your social strategy should involve local support so you can engage in authentic conversations with these buyers. And you can be pretty sure they’ll want to talk to your brand – the average Chinese social user is on nearly 11 platforms, compared to an average of three in the U.S.

Know Your Audience

Above all, international merchants who enjoy the most success in China are those who are able to embrace what Chinese customers already love about their online shopping experience (marketplaces, mobile, social) and develop brand equity on these already trusted platforms. With the right strategy and a trusted partner, your brand can become big business in the world’s most populous country.

In order to succeed in China’s ecommerce market, western businesses need to understand trust

Even hidden under a rock, marketers would have heard about the phenomenal success of Singles Day, which has completely eclipsed Black Friday and Cyber Monday. It’s certainly stirring debate, but we are still finding that western brands are attempting to play by western rules in the Chinese landscape. This is especially prevalent when it comes to ecommerce. china ecommerce market

Since 2009, when Double 11 (another name for Singles Day in China) was first created, a major themed online shopping festival has sprung up for almost every month: from Double 12 to 618, from Women’s Day Sales to the 9.9 (September 9) Grand Promotion.

What many fail to recognise behind these massive Chinese ecommerce occasions is that they are being actively promoted by the local commerce platforms themselves and their communities, rather than by brands running promotions. For some established western marketers, this raises concerns around brand dilution just as they are starting to gain traction. Misunderstanding what is motivating these occasions and how they function may well hinder that nascent brand success.

Cross Border e-Commerce in China: a New Opportunity - Marketing China

The misconceptions that western marketers have about how to conduct business in China become particularly apparent through the questions that they ask. My company, PingPong Digital, which specialises in digital marketing in China, recently hosted a workshop in London at which a number of brands asked how to set their ecommerce solutions up as in the west – just with an Alipay or similar local region payment option bolted on. They wanted to know why people simply weren’t buying through their owned websites.

It’s important to reset these assumptions when looking to establish a foothold in China. It is especially essential to understand the mindset and motivation of the Chinese consumer first. This isn’t a simple case of ‘if you build it, they will buy’.

Trust is a huge motivating factor in the region when it comes to new brand trial and selection. But this isn’t the same as building trust in the UK or US, where people are accustomed to researching and assessing the validity of new providers. In China, marketisation only occurred as recently as the 1990s. The explosion of new offers in the market in such a small timeframe has meant consumers fall back on their longstanding approaches to building trust – often personal recommendations from circles of family and friends.

This has developed over time to create an environment where specialised, vertical communities exist, facilitated by dedicated social ecommerce platforms, connecting people looking for recommendation from a sphere of like-minded and trusted advisers. Without any real natural parallels in the West, these are dedicated communities which act as trusted marketplaces for certain types of product, from baby items to trainers.

This phenomenon has grown from the likes of Taobao and which acted as trusted middlemen for Chinese consumers to access new and previously unknown products. Through their authority, they removed the risk of trialling something new and untested to many in the country, as well as addressing concerns around fake products.

As their influence grew, so did the costs associated with using these platforms for brands, and the market saw new, highly specialised sub-platforms emerging. Recently we have seen the influence of these ecommerce communities swelling when it comes to building brand trust and equity – to the point where western brands should really be taking advantage of the credibility they can lend when launching into a region.

Ignoring the step of building trust with Chinese target audiences may be understandable – after all, western brands only have to make sure their credibility is backed by Google to build their reputation in markets. While the digital opportunities to engage with the region may be proliferating, for brands looking to seize the opportunity at the dawn of the new decade it may be worthwhile looking to dust off their knowledge of building brand basics. Simply throwing budget at the brand in the region will likely not cut the mustard.

Understanding the trust equation and taking time to warm up an audience, on the right selected communities, with effective brand building will likely pay greater dividends than trying to kickstart the latest dance craze on Douyin.