(Source: https://pltfrm.com.cn)
Introduction
Succeeding on Baidu requires more than keyword stuffing—it demands a clear understanding of user intent. Whether users are seeking information, comparing solutions, or ready to purchase, tailoring content to these intentions significantly increases engagement and ranking. For overseas brands localizing in China, this approach transforms Baidu from a search engine into a conversion engine. Here’s how to build intent-driven content strategies that perform.
1. Understanding the Types of User Intent on Baidu
1.1 Navigational, Informational, and Transactional Intent
On Baidu, user intent typically falls into three categories:
- Navigational: Searching for a specific brand or site (e.g., “Tmall Global login”).
- Informational: Looking to learn (e.g., “how to sell on JD Worldwide”).
- Transactional: Ready to act (e.g., “best cross-border payment tool China”).
Each type requires a different content format and call-to-action strategy.
1.2 Mobile-Centric Behavior
Baidu users often browse on mobile during moments of need—on commutes, in stores, or while multitasking. This amplifies the importance of concise, immediately relevant content for each intent type.
2. Mapping Content to Search Intent Stages
2.1 Awareness: Educational Articles & Infographics
For users in the discovery phase, provide SEO-friendly blog posts, how-to guides, or short videos explaining your category. Use long-tail queries like “how to launch a B2B SaaS tool in China.”
2.2 Consideration: Comparison Pages & Case Studies
Position your solution through side-by-side comparisons, use cases, or localized success stories. These appeal to intent around evaluation and help differentiate your offering.
2.3 Decision: Landing Pages with Strong CTAs
Create mobile-optimized pages with forms, pricing breakdowns, or mini-program access. Ensure your Baidu ad copy and organic content funnel into these high-conversion destinations.
3. Incorporating Intent Signals into SEO Execution
3.1 Baidu Keyword Clustering by Intent
Use Baidu Index, Zhanzhang (Webmaster Tools), and third-party analytics platforms to group keywords based on search behavior. Build dedicated content for each cluster.
3.2 On-Page Optimization for Clarity and Speed
Craft titles, meta descriptions, and internal links that reflect intent-based queries. Prioritize fast-loading formats and clear content layouts to keep mobile users engaged.
4. Monitoring Performance and Refining Content
4.1 Track Behavior Metrics by Intent
Analyze bounce rate, session duration, and click-through rates by content type. Informational content should keep users scrolling; transactional pages should convert.
4.2 Continuous Intent Refinement
User intent evolves. Regularly update keyword targeting and refresh content formats—such as replacing static lists with dynamic visuals or embedded tools.
Case Study: U.S. SaaS Brand Aligns with Baidu Intent to 3X Leads
A U.S. SaaS productivity platform launched a China-specific content hub segmented by user intent. Educational blog posts addressed “what is collaborative CRM,” while comparison tools and localized demos captured users in the decision phase. By aligning CTAs and content type with search behavior, they tripled qualified Baidu leads within 60 days.
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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