(Source: https://pltfrm.com.cn)
Introduction
For brands entering the Chinese market, navigating Baidu’s search engine can seem like a daunting task. However, there’s an effective way to get ahead with minimal effort: targeting “easy win” keywords. These low-hanging fruit keywords, often overlooked by larger competitors, present a golden opportunity to secure valuable traffic quickly. In this article, we’ll dive into how to identify these keywords and how you can use them to gain a competitive edge on Baidu’s search results.
1. Conducting Effective Keyword Research for Easy Wins
1.1 Leverage Local Tools for Accurate Data
Keyword research in China is different from the Western market, as Baidu and other local search engines dominate. Tools like Baidu Index and Baidu Keyword Planner provide localized data that can help you identify low-competition keywords. These tools give insights into the frequency of keyword searches and the competition levels within specific industries, so you can easily spot underutilized opportunities.
1.2 Analyze Search Intent and Relevance
Low-hanging fruit keywords don’t just come from data—they need to match what Chinese consumers are searching for. When conducting keyword research, consider the search intent behind the queries. If users are looking for answers, reviews, or specific products, those keywords are ideal for quick wins. A deeper understanding of your audience will allow you to tailor content around these keywords, boosting relevancy and engagement.
1.3 Expand with Long-Tail Keywords
Long-tail keywords are often easier to rank for because they are more specific and face less competition. These types of keywords, which typically consist of three or more words, have a lower search volume but a higher conversion rate. By focusing on long-tail variations of your primary product or service, you can attract highly targeted traffic that is more likely to convert.
2. Localizing Your Content for Baidu SEO
2.1 Write Content That Speaks to the Chinese Market
Content localization is one of the most effective ways to rank higher on Baidu. While translating your website content is essential, true localization goes beyond mere translation. You need to understand the cultural nuances of your target audience, using language, phrases, and references that resonate with Chinese consumers. This will help ensure that your content not only ranks but also engages the local audience.
2.2 Ensure Mobile Optimization
Baidu places a heavy emphasis on mobile-optimized websites. In China, the majority of internet users access websites via their mobile devices. To ensure your site ranks well for low-hanging fruit keywords, make sure your content is mobile-friendly. This includes fast loading speeds, easy navigation, and a responsive design.
2.3 Use Baidu’s Preferred Formats
Baidu has its own set of preferred formats for content, such as text, images, and video. By utilizing these formats effectively, you can improve your chances of ranking higher. For instance, Baidu favors rich multimedia content, such as videos and infographics, which are highly engaging and shareable among Chinese audiences.
3. On-Page Optimization for Low-Competition Keywords
3.1 Optimize Title Tags and Meta Descriptions
Title tags and meta descriptions are one of the first things Baidu crawls when evaluating a page’s relevance to a given search query. Make sure your low-hanging fruit keywords are included in these key areas. Craft compelling title tags and meta descriptions that not only include the target keyword but also offer a clear value proposition to users.
3.2 Internal Linking Strategy
Internal linking can play a huge role in Baidu’s ranking algorithm. By linking to your most relevant pages using anchor text that contains your target low-competition keywords, you can increase your chances of ranking higher for those terms. This strategy also enhances user navigation and helps Baidu understand your site’s structure, which can improve its crawling and indexing efficiency.
3.3 Focus on User Experience
User experience (UX) signals are increasingly important for Baidu’s ranking algorithm. Ensure that your site provides a seamless user experience by optimizing the site’s design, speed, and overall functionality. A site that loads quickly, is easy to navigate, and provides relevant content will keep users engaged and reduce bounce rates, which can positively impact your SEO rankings.
4. Building Local Authority and Backlinks
4.1 Focus on Quality Local Backlinks
Backlinks are a critical part of Baidu’s ranking algorithm, but the quality of backlinks matters more than quantity. Focus on acquiring backlinks from high-authority, China-based websites and publications. These backlinks will not only help boost your rankings but also build your site’s credibility and authority within the Chinese market.
4.2 Partner with Chinese Influencers and Bloggers
Chinese influencers and bloggers can be powerful allies in building backlinks and driving traffic to your website. By partnering with local influencers who have strong followings in your industry, you can earn high-quality backlinks while reaching a broader audience. Influencer endorsements can also significantly improve your brand’s credibility and visibility.
4.3 Submit Your Website to Baidu’s Directories
Another effective method of building authority on Baidu is by submitting your website to local directories. Baidu has its own directory listings, and having your site included will boost its local SEO authority. This strategy can help you gain an initial foothold in Baidu’s search rankings, especially for low-hanging fruit keywords.
Case Study: How [Brand Y] Boosted Their Baidu Rankings with Easy Win Keywords
[Brand Y], a European fashion retailer, faced challenges in breaking into the Chinese market, especially on Baidu. After conducting thorough keyword research, they identified several long-tail keywords related to their product range that had low competition. They focused on localizing content, using mobile optimization, and crafting a strong backlink strategy from Chinese influencers. Within six months, [Brand Y] saw a significant increase in their Baidu rankings, with their content appearing on the first page for several low-competition keywords. This led to a 50% increase in organic traffic and a notable rise in sales.
Conclusion
Targeting low-hanging fruit keywords can be a quick and effective strategy for improving your Baidu SEO rankings. By conducting thorough keyword research, localizing your content, optimizing on-page elements, and building local backlinks, you can secure valuable traffic and drive brand awareness in China. Start identifying your low-competition keywords today and leverage them to see tangible results on Baidu.
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!
