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Introduction
Visual content plays a pivotal role in Baidu’s search ecosystem, especially as mobile-first consumption continues to dominate user behavior in China. For overseas brands trying to break into this highly visual and mobile-centric landscape, optimizing images, infographics, and video content for Baidu is not just a design consideration—it’s an SEO requirement. This article explores how to make your visual content Baidu-ready to ensure discoverability and ranking strength.
1. Baidu Image Search Optimization Best Practices
1.1 Use Chinese Filenames and Alt Text
Rename all image files using simplified Chinese keywords relevant to the content topic. Include these keywords in the image ALT tags to boost semantic relevance and indexation in Baidu Image Search.
1.2 Ensure Fast Loading Speeds
Compress images using WebP or JPEG formats and host them on servers accessible from mainland China. Slow-loading images are penalized in Baidu’s ranking algorithm, especially for mobile users.
2. Visual Metadata and Schema Integration
2.1 Structured Data Markup
Add schema.org markup where possible—particularly for product listings, video content, and tutorials. Baidu recognizes certain markup formats that help it understand the content type and intent.
2.2 Image Sitemaps
Submit a dedicated image sitemap through Baidu Webmaster Tools. This ensures Baidu crawlers can locate and prioritize visual assets embedded deep within your site.
3. Mobile-Optimized Display for Visuals
3.1 Aspect Ratio Consistency
Stick to common Chinese display formats—particularly square (1:1) and vertical (9:16) layouts that are preferred on Baidu mobile apps and news aggregators.
3.2 Lazy Loading Configuration
Use native lazy loading for mobile sites to improve perceived loading speed without hurting image indexing. Make sure fallback previews are Baidu-crawlable.
4. Leveraging Infographics and Visual Explainers
4.1 Content-Rich Visual Assets
Infographics with embedded Chinese text, numbers, and branded elements (like product comparisons or process walkthroughs) rank well on Baidu and get re-shared on local platforms like Zhihu and Baijiahao.
4.2 Localization of Visual Language
Adapt color palettes, iconography, and imagery to resonate with Chinese cultural norms and preferences. This boosts visual trust and engagement—two key ranking factors on Baidu’s SERPs.
Case Study: Nordic Consumer Brand Increases Baidu Impressions with Visual Optimization
A Nordic skincare brand entering China revamped its product landing pages using Chinese-tagged images, local infographics, and Baidu-compliant video embeds. After resubmitting image sitemaps via Baidu Webmaster Tools and hosting visuals on a Chinese CDN, the brand saw a 2.3x increase in Baidu image search impressions and a 48% drop in bounce rate within 30 days.
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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