(Source: https://pltfrm.com.cn)
Introduction
For brands entering China, visibility on Baidu—the country’s dominant search engine—is mission-critical. With over 70% market share, Baidu is the gateway for consumers seeking product information, brand credibility, and category comparisons. Yet many overseas companies fail to optimize for Baidu’s unique ecosystem. This article outlines strategic steps to improve your brand’s discoverability, click-through rates, and trustworthiness on Baidu.
1. Build a Baidu-Optimized Website Infrastructure
1.1 Host Your Website in Mainland China or via ICP-Compatible Servers
To ensure fast loading and indexation, host your site on a China-based server and secure an ICP (Internet Content Provider) license. Baidu deprioritizes slow or foreign-hosted pages, especially those outside the Great Firewall.
1.2 Structure Pages for Baidu’s Crawler
Use simplified HTML, avoid JavaScript-heavy layouts, and include Baidu-favored tags like <strong>, <h1>, and <meta name="description">. Ensure your sitemap is submitted to Baidu Webmaster Tools for optimal indexing.
2. Localize Content Strategy for Baidu SEO
2.1 Use Mandarin Keywords Backed by Local Search Volume
Use Baidu Keyword Planner to identify relevant Mandarin terms—not just translations. For instance, “SaaS管理平台” may perform better than a literal translation like “云端软件.”
2.2 Publish Original, Locally Relevant Content
Baidu rewards fresh, text-rich content. Develop blog posts, product guides, and customer success stories that address local user concerns. Include multimedia like videos hosted on Baidu’s own platforms (iQIYI, Haokan) when possible.
3. Create and Maintain a Baidu Baike and Tieba Presence
3.1 Launch a Verified Baidu Baike Entry
Think of Baike as China’s Wikipedia, but with SEO power. A verified Baike page enhances brand credibility and often ranks on page one. Use it to summarize your brand’s mission, partnerships, and key products.
3.2 Monitor and Engage on Tieba Forums
Search for your product category on Tieba—Baidu’s community-driven Q&A boards. Engage users by answering questions, addressing feedback, and linking to relevant product content, improving authority and trust.
4. Invest in Baidu SEM and Trust Signals
4.1 Run Baidu Tuiguang Ads for Branded and Category Terms
Target both your brand name and non-branded keywords like “外资母婴品牌” or “AI智能客服工具.” Direct ads to localized landing pages, not global homepages.
4.2 Use V-Label and Trust Certification
Baidu offers V-level certifications that enhance your listing with blue checkmarks and higher placement in paid and organic results. Apply for these verifications to improve click-through rates.
5. Case Study: Nordic SaaS Brand Scales Lead Gen via Baidu
A Nordic enterprise SaaS provider struggled with visibility despite running Chinese language ads. With PLTFRM’s support, they secured an ICP license, launched a simplified Chinese microsite with Baidu-friendly structure, and added a Baike page. We also ran Baidu SEM targeting “企业数字化管理平台” and “中小企业SaaS.” Within two months, the brand achieved a 4.3x increase in site traffic and 2x higher lead conversion.
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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