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Introduction
In the competitive landscape of Chinese digital marketing, achieving top search engine rankings on Baidu might seem like a long-term game. However, by targeting low-hanging fruit keywords—those with low competition but high search volume—overseas brands can gain fast traction and drive immediate traffic. This article explores how to identify and optimize for these easy wins, helping your brand grow its online presence in China without a significant investment of time or resources.
1. Identifying Low-Hanging Fruit Keywords
1.1 Use Baidu’s Keyword Research Tools
Baidu offers a variety of research tools, such as Baidu Index and Baidu Keyword Planner, that can provide valuable insights into what Chinese consumers are searching for. These tools allow you to identify keywords with relatively low competition, yet still significant search volume, making them ideal targets for easy wins. By carefully analyzing search trends and demand, you can select keywords that will help your website appear in front of the right audience.
1.2 Focus on Localized Phrases
When targeting keywords, it’s crucial to focus on localized variations of terms. While global keywords might have high competition, localized keywords can provide significant advantages. For instance, using Chinese language variations or specific terms that resonate with local customs or preferences can help your content rank higher on Baidu for these less-competitive terms.
1.3 Consider Emerging Trends and Seasonal Keywords
Emerging trends and seasonal keywords are often ripe for the picking. As Baidu’s algorithm favors fresh and relevant content, identifying and optimizing for keywords related to trending topics or upcoming events can bring fast visibility. Keep an eye on trending topics in Chinese news and social media to stay ahead of the curve.
2. Localizing Your Content for Baidu Search
2.1 Translate, Don’t Just Transcreate
When creating content for the Chinese market, avoid simple translation. Instead, aim for complete localization, which means adapting your message to the local culture, preferences, and language. Baidu prefers content that speaks directly to Chinese users, so localizing your content is a must to gain relevance and improve rankings for low-competition keywords.
2.2 Implement Baidu’s Content Structure Preferences
Baidu has specific preferences for how content should be structured. It favors content that is easy to read, clearly segmented, and answers the user’s search query directly. Break your content into well-organized sections with clear subheadings and ensure that each section addresses the user’s needs. This will not only make your content more user-friendly but also more likely to rank well.
2.3 Utilize Baidu’s Rich Media Features
Baidu tends to favor websites that include a variety of media formats, including images, videos, and infographics. These types of content not only enrich the user experience but also help your content stand out. Including multimedia elements can enhance engagement and give your content a better chance to rank for less-competitive, long-tail keywords.
3. On-Page Optimization for Low-Competition Keywords
3.1 Craft SEO-Friendly Title Tags and Meta Descriptions
The title tag and meta description are critical elements in Baidu’s ranking algorithm. Make sure your low-hanging fruit keywords are included in both, as Baidu uses these elements to determine relevance. Your title tag should include the keyword at the beginning, followed by a compelling value proposition. Similarly, the meta description should briefly summarize what the page is about and entice users to click.
3.2 Optimize Your URLs and Alt Text
URL structure plays a significant role in Baidu’s search rankings. For each page that targets a low-competition keyword, ensure that the URL is short, descriptive, and includes the keyword. Additionally, using descriptive alt text for images can further boost the relevance of your page, as Baidu’s algorithm uses this text to understand what each image represents.
3.3 Prioritize User Engagement Metrics
Baidu values user engagement signals such as time on site, click-through rate (CTR), and bounce rate. Ensuring that your content is engaging, informative, and easy to navigate will help keep users on your site longer and reduce bounce rates. As Baidu sees positive user interaction with your content, it will be more likely to rank your page higher for the targeted low-competition keywords.
4. Building Authority and Earning Backlinks
4.1 Focus on Local Chinese Backlinks
Backlinks remain one of the most important ranking factors on Baidu. However, the quality of backlinks matters more than quantity. For better results, focus on acquiring backlinks from authoritative Chinese websites in your industry. These local backlinks can help improve your website’s credibility and increase your chances of ranking higher on Baidu.
4.2 Participate in Local Content Platforms
In addition to traditional backlinks, consider creating and distributing content on local Chinese platforms like WeChat, Zhihu, and Baidu Tieba. These platforms offer opportunities for brand visibility and can help you earn backlinks from influential sources. Content shared on these platforms can drive significant traffic to your website, improving your chances of ranking for easy win keywords.
4.3 Create Shareable, Localized Content
Creating shareable content is key for earning backlinks in China. High-quality blog posts, infographics, and videos that provide valuable insights for Chinese users can quickly go viral. When local audiences share your content on social media and other platforms, it generates backlinks and increases your brand’s visibility, leading to better rankings.
Case Study: [Brand Z]’s Quick Ranking Success on Baidu
[Brand Z], an American skincare company, used low-hanging fruit keywords to achieve quick rankings on Baidu. By identifying long-tail keywords related to common skin concerns, they created localized content that addressed these issues in a way that resonated with Chinese consumers. They optimized their website for Baidu’s mobile-first approach, used Baidu-friendly content formats, and acquired backlinks from well-known Chinese influencers. Within three months, [Brand Z] saw a 60% increase in organic traffic from Baidu, positioning their brand as a trusted resource in the Chinese skincare market.
Conclusion
By focusing on low-hanging fruit keywords and implementing these simple yet effective strategies, your brand can quickly improve its SEO performance on Baidu. From conducting localized keyword research to optimizing on-page elements and building backlinks, these tactics can drive valuable traffic and boost your brand’s visibility in the Chinese market. Don’t wait—start optimizing for these easy wins today and see immediate results.
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!
