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Keywords are at the heart of any successful digital campaign, especially in China’s unique search environment. Baidu, being the largest search engine in China, provides various tools that help you discover and optimize the right keywords for maximum visibility. Here are some strategies to consider when using Baidu’s tools.
1. Researching the Right Keywords with Localized Focus
Effective keyword research is critical in a market as diverse as China.
- Understanding Local Nuances: Direct translation of keywords often leads to poor performance. You need to research the colloquial terms and cultural context that drive searches in China.
- Use of Long-Tail Keywords: Long-tail keywords help target niche markets and improve the relevancy of your content, leading to better rankings and higher click-through rates.
2. Focusing on Brand-Specific Keywords
Branded searches are on the rise in China, making it essential to capitalize on this trend.
- Branded Keywords: As brand awareness grows, users increasingly search for brand-specific products. Optimizing for branded keywords ensures that potential customers find your products easily.
- Combining Generic and Branded Keywords: A hybrid strategy that includes both generic and branded keywords helps cover a broader spectrum of search queries, ensuring better results across different user intents.
3. Leveraging Baidu Trends to Stay Ahead of the Competition
Baidu offers tools like Baidu Trends to help you understand what’s popular.
- Identifying Emerging Trends: Baidu Trends gives insights into real-time search behavior, allowing you to adjust your content and keyword strategy based on what’s currently trending.
- Competitor Monitoring: With Baidu Trends, you can also track competitor performance and keyword usage, allowing you to respond to market shifts faster.
4. Optimizing for Regional Differences in China
China’s vast regional differences impact how users search for products or services.
- City-Specific Campaigns: For example, users in Shanghai may have different preferences from those in Chengdu. Baidu’s tools allow for regional keyword optimization so that you can fine-tune your campaigns based on location.
- Dialects and Language Variations: Considering the use of local dialects or language variations can further enhance the relevance of your content for different regions.
Case Study: FMCG Brand Thrives Using Baidu Trends
A fast-moving consumer goods (FMCG) brand wanted to increase their market share in China. By leveraging Baidu Trends to identify rising keywords and consumer preferences, they launched targeted campaigns for different cities. Their focus on regional keyword optimization helped them increase sales in Tier 1 and Tier 2 cities, while competitor monitoring gave them a competitive edge in the fast-paced market.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation! info@pltfrm.cn
