(Source: https://pltfrm.com.cn)
Introduction
Maintaining SEO rankings during a website migration is one of the biggest challenges for businesses entering the Chinese market. Without proper planning, companies risk losing valuable search engine visibility, particularly on Baidu. This article offers actionable steps to ensure your website retains its SEO performance post-migration.
1. Pre-Migration SEO Strategy
1.1 Benchmark Current SEO Metrics
Track current performance metrics such as organic traffic, keyword rankings, and indexed pages. Tools like Baidu Webmaster and Baidu Tongji are essential for capturing this data, which will serve as a reference post-migration.
1.2 Keyword Localization
Evaluate your existing keywords and adapt them to align with Chinese search behavior. Incorporate region-specific terms and localize content to resonate with Baidu’s algorithm and Chinese audiences.
1.3 Content Inventory
Audit your website content to identify high-performing pages that contribute to SEO rankings. These pages should be prioritized during migration to avoid traffic drops.
2. Redirect Management
2.1 Create a Comprehensive Redirect Plan
Map out 301 redirects for every old URL to its new equivalent. A well-planned redirect strategy ensures that link equity is preserved, and users do not encounter 404 errors.
2.2 Test Redirects Thoroughly
Test your redirects before launching the migrated website. This step is critical for ensuring that both users and search engine crawlers are guided to the correct pages.
2.3 Minimize Redirect Chains
Avoid creating long redirect chains, as they can dilute link equity and slow down crawling. Ensure direct one-to-one redirects wherever possible.
3. Technical SEO Adjustments
3.1 Optimize for Baidu’s Crawlers
Baidu’s search engine relies on its own crawling algorithms, which prioritize Chinese-language content and user-friendly URLs. Optimize your robots.txt file and sitemap to guide Baidu’s crawlers effectively.
3.2 Check Mobile Optimization
Since most Chinese users access the internet via mobile devices, ensure your migrated website is mobile-friendly. Responsive design and fast-loading pages are critical for maintaining rankings.
3.3 Monitor Crawl Errors
After migration, use Baidu Webmaster to monitor crawl errors and ensure all pages are indexed correctly. Address any issues quickly to avoid ranking penalties.
4. Post-Migration Testing and SEO Recovery
4.1 Track Rankings and Traffic
Monitor your keyword rankings and organic traffic closely after migration. Any significant drops should be investigated immediately to identify potential issues.
4.2 Update Internal Links
Ensure all internal links are updated to reflect the new URL structure. Broken internal links can harm user experience and reduce SEO performance.
4.3 Rebuild Backlink Authority
Reach out to websites that link to your old domain and request updates to the new URLs. Maintaining a strong backlink profile is essential for SEO recovery post-migration.
5. Long-Term Optimization for Baidu
5.1 Leverage Rich Snippets
Use Baidu Schema Markup to enhance your search appearance. Rich snippets can improve click-through rates and help your site stand out in Baidu’s search results.
5.2 Focus on Content Localization
Continue producing high-quality, localized content that addresses the preferences and behaviors of Chinese audiences. Regularly updating your site with fresh content will help sustain SEO rankings.
5.3 Utilize Baidu-Specific Tools
Baidu’s suite of tools, such as Baidu Tongji and Baidu Zhanzhang, provides insights into traffic patterns, user behavior, and indexing issues. These tools are invaluable for ongoing optimization.
Case Study: A European Fashion Brand Migrating to a Local Domain
A European fashion retailer migrated its global website to a local Chinese domain to better target its audience. Before the migration, the company performed a detailed audit, mapped all URLs, and secured an ICP license. They focused on optimizing for Baidu’s preferences by localizing their content and implementing mobile-first designs. Post-migration, they tracked SEO performance with Baidu Webmaster and identified areas for improvement, achieving a 60% recovery of their initial traffic within two months. By proactively managing redirects and focusing on localized content, the company not only maintained its rankings but also grew its customer base in China.
Conclusion
Website migration doesn’t have to result in a loss of rankings or traffic if managed carefully. By combining pre-migration planning, technical adjustments, and long-term SEO strategies, businesses can maintain their visibility and grow their presence in China.
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!
