(Source: https://pltfrm.com.cn)
Introduction
Baidu remains the dominant search engine in China, making it critical for overseas brands to tailor content specifically for its algorithm. Unlike Western platforms, Baidu favors certain formats, metadata practices, and platform integrations that are uniquely Chinese. This article explores the content formats that consistently earn higher rankings on Baidu and how overseas brands can leverage them for SEO success.
1. Long-Form Articles Optimized for Baijiahao
1.1 Native Distribution via Baidu’s Content Hub
Baidu favors content published on its own Baijiahao platform. Brands that distribute long-form articles through Baijiahao see faster indexing and better visibility across Baidu News and search snippets.
1.2 Keyword-Dense Structure
Articles that include H1–H3 subheadings, bullet points, and internal links perform significantly better. Incorporating 3–5 keyword variations throughout the content boosts semantic relevance.
2. Q&A Content on Baidu Zhidao
2.1 Community Trust Signals
Baidu Zhidao (similar to Quora) is often prioritized in search results. Posting brand-related questions and providing authoritative answers builds trust and visibility for industry-specific keywords.
2.2 Backlinking Opportunities
Answers that naturally link to brand websites or product pages can generate direct traffic and quality backlinks—both of which impact ranking.
3. Infographics and Rich Media Embedded in Baike Entries
3.1 Baidu Baike for Brand Authority
Creating or updating a Baike (Baidu’s Wikipedia equivalent) page helps anchor your brand within the search ecosystem. Embedding infographics, charts, and explainer visuals improves reader dwell time and ranking probability.
3.2 Mobile Responsiveness
Visual content must be optimized for Baidu’s mobile-first indexing. This includes using WebP formats, compressing image sizes, and testing loading speed via Baidu’s Mobile Speed tool.
4. Video Integration via Haokan and iQIYI
4.1 Native Video Hosting Platforms
Baidu prioritizes videos hosted on Haokan or iQIYI over those from YouTube or Vimeo. Embedding these in blog posts or landing pages increases the likelihood of appearing in Baidu’s video carousel.
4.2 Captions and Metadata
Including Chinese-language subtitles and metadata (title, description, tags) aligned with Baidu search behavior ensures better discoverability and indexing.
Case Study: German Home Appliance Brand Ranks #1 with Optimized Baidu Articles
A German home appliance brand aimed to improve SEO performance in China. By launching a Baijiahao content series and embedding Haokan-hosted tutorial videos, they captured the top three rankings for key appliance-related search terms. The result: A 53% increase in organic traffic and 4x more product inquiries within 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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