(Source: https://pltfrm.com.cn)
Introduction
Maintaining SEO success in the Chinese market can be challenging due to rapidly changing search engine algorithms and evolving consumer behavior. Evergreen content offers a sustainable approach to SEO, allowing brands to stay relevant and visible in search results over time. This article provides actionable steps to build evergreen content that maintains long-term SEO performance on Baidu.
1. Content Planning and Strategy
1.1 Conducting In-Depth Market Research
Understanding your target audience’s needs is crucial for creating content that resonates with them. Using tools like Baidu Analytics and Baidu Index, you can identify what topics are most relevant to Chinese consumers. This research forms the foundation for content that will remain valuable over time.
1.2 Setting Content Goals
Before developing evergreen content, set clear goals. These could include increasing website traffic, boosting brand awareness, or improving user engagement. A well-defined goal helps tailor your content’s approach and ensures it remains relevant and targeted.
2. Mastering Baidu’s Ranking Factors
2.1 High-Quality Content
Baidu’s algorithm favors content that is original, informative, and comprehensive. To create content that stands the test of time, focus on providing in-depth insights into your topics. The more detailed and authoritative your content, the better your chances of ranking well over time.
2.2 Mobile-First Approach
With the rise of mobile internet usage in China, Baidu ranks mobile-friendly websites higher than those that are not optimized for mobile. This is especially important for evergreen content, as it ensures that users can access your content at any time and on any device.
3. Engaging Content Formats
3.1 Infographics and Data Visualization
Infographics and other visual aids are highly effective in making content more digestible. Baidu values visual elements in content, especially those that provide clear data or insight. Incorporating infographics into your evergreen content can help retain user interest and encourage sharing.
3.2 Interactive and User-Generated Content
Adding interactive elements like user reviews, Q&A sections, or even user-generated content can increase engagement. Baidu places a high value on user-generated content, as it signals that your site is active and provides valuable interaction opportunities for visitors.
4. Case Study: Evergreen Content for a Global Electronics Brand
A major electronics brand aiming to enter the Chinese market adopted an evergreen content strategy focused on product comparisons, troubleshooting advice, and user guides. This strategy not only helped them rank highly on Baidu but also allowed them to build a loyal audience. The content was frequently updated with new information, keeping it relevant and continuing to drive organic traffic year after year.
Conclusion
Evergreen content is a critical asset for businesses looking to achieve long-term SEO success in China. By understanding Baidu’s ranking factors and adopting content formats that engage users, brands can maintain visibility in one of the world’s most competitive digital markets.
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!
