(Source: https://pltfrm.com.cn)
Introduction
For global brands expanding into China, visibility begins with search. Yet, the Chinese search ecosystem—dominated by Baidu, Sogou, and Shenma—is fundamentally different from Google and Bing. Global SEO strategies don’t translate directly, which is why leading global brands rely on experienced SEO consultants to localize their approach. In this article, we explore how SEO consulting services empower global brands to succeed in China’s search-driven digital landscape.
1. Develop a China-First SEO Strategy (Not a Translation)
Start with native keyword research, not translations
Global brands often make the mistake of translating global keywords into Chinese. Top consultants instead use tools like Baidu Index and Aizhan to identify how Chinese users search for your product categories.
Position according to local competitive dynamics
Rather than replicating your international search positioning, consultants analyze China’s SERPs, competitors, and search behaviors—then build a China-specific SEO roadmap that reflects how value is perceived locally.
2. Adapt Website Infrastructure to Comply With Chinese Search Standards
Align technical structure with Baidu’s preferences
SEO consultants help global brands restructure HTML elements, URLs, and meta content for Baidu indexing—ensuring compatibility with its crawlers and schema limitations.
Local hosting or CDN deployment for faster load times
Speed and reliability affect SEO rankings. Consultants assist with ICP licensing, local CDN deployment, or .cn mirror sites to meet local performance expectations and improve site rankings.
3. Implement Platform-Integrated Content Distribution
Leverage content ecosystems beyond your site
In China, SEO is as much about content syndication as it is about on-site optimization. Consultants republish blog articles to Baijiahao, Zhihu, and Sohu to gain backlinks and drive engagement from Chinese readers.
Use multimedia SEO content
Video and visual content published to platforms like Bilibili or embedded in WeChat can improve brand discoverability. SEO consultants ensure these assets are properly indexed and linked.
4. Protect and Optimize Brand Presence in Baidu SERPs
Own your brand narrative in search results
Consultants help global brands ensure that official content (website, press coverage, KOL content) outranks unauthorized distributors or outdated listings—maintaining brand integrity across the funnel.
Use search snippets and sitelinks to dominate page real estate
Rich search results (like featured snippets, site extensions, and FAQ blocks) increase click-through and reduce confusion for consumers seeking brand-specific information.
Case Study: U.K. Luxury Fashion Brand Gains Market Share Through SEO Localization
A U.K.-based fashion label launched a Chinese-language site and saw minimal organic traffic despite strong global brand awareness. A local SEO consultant rebuilt the Baidu keyword map, localized all metadata, and redistributed content to Baijiahao and RED. After 90 days, the brand achieved top 3 Baidu rankings for its brand name and product categories in both Simplified Chinese and Pinyin-based queries, resulting in a 320% increase in organic sessions.
Conclusion
For global brands in China, SEO is not an afterthought—it’s a market entry essential. Partnering with a local SEO consultant ensures that your brand not only ranks, but also resonates with Chinese consumers on the platforms they trust.
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!
