(Source: https://pltfrm.com.cn)
Introduction
For overseas brands aiming to conquer China’s digital market, ranking on Baidu—China’s top search platform—is critical in 2024. With billions of searches daily, Baidu offers a gateway to connect with Chinese consumers, but it demands a tailored approach. PLTFRM, with over a decade of experience in helping brands localize in China, shares the top techniques to boost your brand’s ranking and drive growth this year.
1. Master Mandarin Keyword Optimization
1.1 Use Long-Tail Keywords
Target long-tail Mandarin keywords like “适合敏感肌的护肤品” (skincare for sensitive skin) to capture niche audiences with higher purchase intent. These keywords face less competition and align with specific user queries. Tools like Baidu Keyword Planner can help identify these opportunities.
1.2 Optimize Meta Tags and Titles
Craft compelling meta titles and descriptions in Mandarin, keeping titles under 60 characters to avoid truncation. Include primary keywords naturally—for example, a title like “2024最佳护肤品推荐” (2024 Best Skincare Recommendations) can attract clicks while signaling relevance to Baidu.
2. Improve User Experience for Better Rankings
2.1 Streamline Navigation
Ensure your website has a clear, intuitive structure with easy-to-find menus and internal links. Chinese users value efficiency—a cluttered site can increase bounce rates, which hurts your Baidu rankings. Test navigation with local users to identify pain points.
2.2 Reduce Bounce Rates
Engage users with interactive elements like quizzes or calculators to keep them on your site longer. For instance, a fitness brand could include a “daily workout planner” tool, encouraging users to explore more pages and signaling quality to Baidu.
3. Focus on Local Hosting and Compliance
3.1 Host in Mainland China
Host your website on a server in mainland China to reduce latency and improve Baidu’s crawling efficiency. This also demonstrates commitment to the market, which Baidu rewards with better rankings. Partner with providers like Alibaba Cloud for reliable hosting.
3.2 Adhere to Regulations
Obtain an ICP license and comply with China’s cybersecurity laws to avoid penalties or delisting. Baidu prioritizes compliant sites, and failing to meet these standards can lead to your site being inaccessible in China.
4. Create Evergreen Content for Long-Term Gains
4.1 Develop In-Depth Guides
Publish comprehensive guides on topics relevant to your industry, such as “A Complete Guide to Chinese Beauty Trends in 2024.” Update these regularly to maintain relevance—evergreen content attracts consistent traffic and improves your site’s authority over time.
4.2 Use Local Case Studies
Incorporate case studies or success stories tailored to Chinese audiences to build trust. For example, a tech brand could share how their product solved a common issue for Chinese businesses, making the content more relatable and shareable.
Case Study: A Canadian Outdoor Gear Brand’s Baidu Success
A Canadian outdoor gear brand aimed to reach Chinese adventure enthusiasts in 2024. They optimized their site with long-tail Mandarin keywords like “冬季露营装备推荐” (winter camping gear recommendations), hosted their site in China, and created an in-depth guide on “camping in China’s national parks.” By adding a gear recommendation quiz, they reduced bounce rates by 25%. Within six months, their Baidu rankings improved significantly, driving a 30% increase in organic traffic and a surge in sales inquiries.
Conclusion
Boosting your brand’s ranking on China’s leading search platform in 2024 requires a strategic mix of keyword optimization, user experience improvements, and local compliance. Overseas brands that implement these techniques can achieve sustainable growth and visibility on Baidu. Want to dominate China’s search market? Reach out to PLTFRM for a customized strategy to elevate your brand.
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!
