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Introduction
Baidu remains China’s dominant search engine, but how users interact with it is evolving rapidly. With over 99% of Chinese users accessing the internet via smartphones, mobile-first indexing and mobile UX have become top priorities for Baidu’s algorithm. For overseas brands entering the China market, optimizing for mobile search behavior is now non-negotiable. Here’s how to align your digital strategy with Baidu’s mobile-centric future.
1. Prioritizing Mobile-Responsive Web Design
1.1 Mobile UX as a Ranking Factor
Baidu rewards fast-loading, mobile-optimized pages. Sites that use responsive frameworks and serve fast, compressed content perform better in both organic and paid results.
1.2 Avoiding UX Friction
Eliminate intrusive popups and ensure buttons, fonts, and CTAs are sized appropriately for touch. Use mobile heatmaps to identify and improve engagement drop-offs.
2. Leveraging Baidu Mobile Ecosystem Features
2.1 Baidu Mini Programs for On-Platform Search
These lightweight apps function within Baidu’s search and app ecosystem. Brands can offer e-commerce, SaaS demos, or support services directly without leaving Baidu’s interface.
2.2 Baidu Smart App (智能小程序)
Create a Smart App to unlock deeper integrations, push notifications, and voice search compatibility. This increases visibility and engagement in Baidu’s mobile search loop.
3. Mobile-First Content Formats
3.1 Vertical and Visual Content
Use scannable vertical formats, bullet points, and infographics. Baidu’s mobile index prioritizes content that meets “instant consumption” habits—short videos, concise articles, and rich visuals.
3.2 Baijiahao for Content Distribution
Publishing thought leadership or educational content on Baidu’s native publishing platform (百家号) boosts authority and helps surface your brand in mobile search results.
4. Location and Voice Search Optimization
4.1 Localized Keywords and Intent
Chinese mobile users often search with geo-modifiers or contextually relevant phrases (e.g., “nearby CRM software provider” in Mandarin). Tailor Baidu SEO to these real-world patterns.
4.2 Voice Search Readiness
With Baidu’s AI-powered voice input becoming more common, prioritize natural language queries and FAQs. This helps position your brand in both spoken and typed mobile queries.
Case Study: Nordic SaaS Company Builds for Mobile-First Baidu and Gains 120% Organic Traffic Growth
A Nordic software brand launching in China rebuilt its website on a mobile-first framework, created Baidu Mini Programs, and launched vertical video tutorials. Its Baidu visibility surged, driving a 120% increase in organic mobile search traffic and a 35% improvement in free trial conversions.
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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