(Source: https://pltfrm.com.cn)
Introduction
Keyword research is the foundation of every successful Baidu SEO and PPC campaign. However, many overseas brands make the mistake of directly translating Google keywords into Chinese and expecting similar performance. Chinese consumers search differently, use unique terminology, and often follow different purchase journeys compared to Western markets. Effective Baidu keyword research requires a deep understanding of local language, search behavior, market trends, and platform-specific opportunities. As a digital agency helping overseas brands localize in China for more than a decade, we have found that strong keyword research often determines the success or failure of China digital marketing initiatives.
1. Understand How Chinese Consumers Search
1.1 Research Native Search Behavior
Chinese consumers often use different words and phrases than international audiences.
Direct translations frequently miss local expressions, industry jargon, and colloquial language that consumers actually use when searching.
1.2 Analyze Search Intent
Understanding why users search is as important as understanding what they search.
Keywords should be categorized according to informational, commercial, navigational, and transactional intent.
2. Start with Core Business Keywords
2.1 Identify Product and Service Terms
Begin by listing all products, services, solutions, and categories relevant to your business.
These core terms become the foundation for further keyword expansion and analysis.
2.2 Include Industry Terminology
Chinese buyers often search using professional terminology, industry standards, and technical phrases.
Including these keywords helps capture qualified traffic with strong purchase intent.
3. Expand Into Long-Tail Keywords
3.1 Target Specific User Questions
Long-tail searches often reveal detailed customer needs.
Keywords involving pricing, comparisons, implementation, suppliers, and product applications frequently generate highly qualified traffic.
3.2 Capture Lower Competition Opportunities
Long-tail keywords usually face less competition than broad industry terms.
This makes them particularly valuable for new overseas brands entering China.
4. Analyze Competitor Search Strategies
4.1 Review Competitor Rankings
Examining which keywords competitors rank for provides valuable insight into market demand.
This helps identify opportunities that may otherwise be overlooked.
4.2 Identify Keyword Gaps
Many competitors fail to cover important niche topics.
Gap analysis can uncover valuable opportunities for both SEO and PPC campaigns.
5. Build a Structured Keyword Framework
5.1 Segment Keywords by Funnel Stage
Awareness, consideration, and conversion keywords should be organized separately.
This improves content planning, PPC management, and performance tracking.
5.2 Prioritize Based on Business Value
Not all keywords contribute equally to revenue.
Brands should focus resources on keywords most likely to generate qualified leads and customers.
Case Study: A US SaaS Company Uses Localized Keyword Research to Improve China Lead Generation
A US software provider initially translated English keywords directly into Chinese and struggled to generate qualified traffic.
We conducted local keyword research, identified industry-specific terminology, expanded long-tail keyword coverage, and segmented terms by funnel stage. The new strategy better reflected Chinese search behavior.
Within eight months, organic traffic increased by 174%, qualified leads grew by 63%, and search-driven conversion rates improved by 36%.
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!
