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Introduction
Chinese B2B and B2C audiences are increasingly prioritizing sustainability, and Baidu’s content ecosystem has evolved to reflect this trend. For overseas brands, tailoring your messaging and content strategy around green practices not only resonates with conscious consumers but also boosts visibility across Baidu’s search and content platforms. In this article, we explore how to integrate sustainability-focused marketing into your Baidu strategy for stronger branding and long-term SEO success.
1. Optimize for Green Keywords and Search Behavior
1.1 Identify Sustainability-Relevant Search Terms
Use Baidu Index to research rising eco-focused queries like “低碳生活方式” (low-carbon lifestyle), “绿色品牌” (green brands), or “环保包装” (eco-friendly packaging). Integrate these keywords into product pages, blogs, and press releases.
1.2 Use Contextual Phrases in Content Creation
Instead of overusing buzzwords, place sustainability terms naturally in context—such as describing a carbon-neutral manufacturing process or recyclable shipping material. This aligns with Baidu’s NLP (Natural Language Processing) priorities.
2. Create Green Brand Authority Through Baijiahao
2.1 Publish Long-Form Sustainability Stories
Baidu rewards authority content. Use Baijiahao to post brand-led articles about supply chain ethics, zero-waste manufacturing, or clean energy sourcing. These rank well and also influence consumer trust.
2.2 Integrate Data-Driven Visuals and Proof
Enhance credibility by adding infographics, charts, or green certification images within your content. Baidu’s crawler prioritizes visual-rich and informative content with high user engagement.
3. Use Baidu PPC to Target Conscious Buyers
3.1 Segment Audiences by Environmental Interests
Baidu’s SEM platform allows interest-based targeting. Use this to focus your ads on audiences with a history of engaging with green lifestyle, wellness, or CSR-related content.
3.2 Highlight Certifications in Ad Copy
Prominently feature labels like “ISO14001,” “FSC Certified,” or “Plastic-Free Packaging” in your Baidu ad creative. These not only attract environmentally aware users but also improve click-through rates.
4. Build Off-Site SEO Through Green PR and Thought Leadership
4.1 Earn Links From Environmental Media
Pitch green-focused content to Chinese digital publications that cover sustainability. Backlinks from high-authority green portals drive SEO benefits and brand legitimacy.
4.2 Collaborate With Chinese Sustainability Influencers
KOLs who specialize in low-impact living or eco-business trends can amplify your message on Baidu-linked channels and generate organic backlinks through their blogs or Baijiahao accounts.
Case Study: Nordic Fashion Brand Gains Baidu Traction Through Eco Branding
A Nordic apparel company launched its Baidu SEO strategy with a green focus—highlighting its use of recycled materials, energy-efficient production, and carbon-neutral shipping. By publishing behind-the-scenes content on Baijiahao and running SEM campaigns targeting “环保时尚” (sustainable fashion), it increased branded search volume by 65% and tripled backlinks from Chinese eco blogs in 3 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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