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Introduction
Long-form, evergreen content is the backbone of a successful Baidu SEO strategy. Known as “pillar content,” these in-depth articles not only improve internal link architecture but also help Baidu understand topic authority and site relevance. For overseas brands aiming to scale visibility in China, developing and interlinking pillar content is one of the most effective ways to outperform competitors in Baidu search rankings.
1. Choosing the Right Pillar Topic for Baidu
1.1 Focus on Core User Queries
Start by identifying the most frequently searched terms in your niche using Baidu Index or Baidu Keyword Planner. Choose topics that align with high-value customer intents—e.g., “cross-border logistics solutions” or “B2B CRM tools in China.”
1.2 Align with Business Objectives
Pillar pages should not just drive traffic—they must guide users toward commercial outcomes such as demo requests, signups, or inquiries. Select topics where you can demonstrate clear product or service leadership.
2. Structuring Content for Readability and SEO
2.1 Modular Sectioning with Chinese Subheadings
Break down your pillar content into 6–8 sections using simplified Chinese subheadings that reflect common search phrases. This makes content skimmable and helps Baidu match it to long-tail queries.
2.2 Rich Content Features
Embed videos, charts, downloadable guides, and infographics to keep users engaged longer. Baidu’s algorithm rewards long dwell time and low bounce rates with higher rankings.
3. Creating a Content Hub with Internal Linking
3.1 Supporting Articles Strategy
Develop shorter, related posts—called “cluster content”—that link back to the pillar page. These should target specific subtopics (e.g., “pricing tools for Tmall sellers”) and use consistent anchor text.
3.2 Optimize Crawl Pathways
Link both from your homepage and footer to ensure Baidu spiders crawl the pillar page frequently. Submit updated sitemaps and use Baidu Webmaster Tools to monitor performance.
4. Updating Pillar Pages Regularly for Freshness
4.1 Monthly Performance Audits
Use analytics tools to track rankings, dwell time, and click-through rate. Refresh underperforming sections with new stats, visuals, or examples relevant to current market trends.
4.2 Add Seasonal Updates
Incorporate timely elements like “2025 trends” or “Q4 updates” within the pillar to capture new search interest and demonstrate content freshness to Baidu.
Case Study: Singapore SaaS Firm Grows Organic Leads by 212%
A Singapore-based SaaS firm focused on digital onboarding created a pillar page on “Enterprise Client Acquisition in China.” By publishing weekly cluster articles and interlinking back, they built a Baidu content hub that increased time-on-page by 63% and boosted organic lead submissions by 212% over three months.
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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