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Introduction
Many global brands bring their SEO playbooks to China—only to find that what worked on Google doesn’t translate to Baidu. The technical standards, content formats, and ranking signals are completely different. To build sustainable traffic and brand credibility in China, global companies must localize their SEO strategy from the ground up. This article outlines the foundational SEO practices that global brands need to thrive in China’s digital market.
1. Local Site Hosting and Infrastructure Setup
Why Global Hosting Fails in China
Sites hosted outside China suffer from slow load times, high bounce rates, and reduced indexation. Consultants move hosting to Chinese platforms like Tencent Cloud or Aliyun for improved performance.
CDN and Firewall Compatibility
Consultants configure Chinese CDN solutions that work with the Great Firewall and ensure proper caching—resulting in better speed and Baidu crawlability.
2. Baidu-Focused Keyword Research and Topic Strategy
Using Local Search Engines for Insights
Baidu’s auto-suggest, related searches, and heatmap data offer unique keyword opportunities that differ significantly from Google.
Cultural Nuance in Keywords
Global brands often overlook how deeply emotional and contextual language impacts search behavior in China. SEO consultants localize keyword targeting accordingly.
3. On-Site Optimization for Baidu Guidelines
Metadata and Structured Layouts
Consultants rewrite meta titles, alt tags, and headings to follow Baidu’s specific requirements—maximizing both click-through rate and indexation potential.
Mobile & WeChat Browser Compatibility
Given the prevalence of WeChat browsing, consultants ensure that mobile responsiveness is optimized not just for browsers, but for embedded WeChat experiences.
4. Link Building with Reputable Chinese Domains
Securing Baidu-Friendly Links
Consultants build backlinks from .cn domains, local forums (e.g., Baidu Tieba), and digital publications that Baidu considers authoritative.
SEO-PR Hybrid Strategy
Top consultants integrate SEO with PR by crafting news releases and thought leadership content that simultaneously earns links and visibility.
Case Study: Global Skincare Brand Builds Baidu Visibility
A skincare brand from North America sought to improve its organic visibility in China. The SEO consultant restructured the site with Baidu-compliant meta tags, migrated hosting to mainland China, and created content clusters targeting skincare concerns in Mandarin. They secured backlinks from health forums and WeChat KOL profiles. Within 90 days, Baidu organic traffic increased by 130%, and their RED followers grew by 40% due to integrated search and social strategy.
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!
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