Baidu SEO (Search Engine Optimization) Ultimate Guide

In today’s digital age, search engine optimization (SEO) is critical to the success of any website, and Baidu is no exception. As the biggest search engine in China, Baidu has more than 70% of the search engine market share, making it a powerful tool for businesses looking to directly target and expand their audience in China.

Here are some fundamental steps to help you boost your website’s Baidu search engine ranking.

Keyword research

Keyword research is one of the foundations of successful Baidu SEO. It involves identifying relevant keywords or phrases that people are searching for in Baidu that are connected to your business. With that information, you can start creating content that will help drive more organic traffic to your website.

It’s vital to understand that Chinese search engine users might use different keywords to find content than western search engine users. Quality keyword research, tailored to the Chinese audience, will give you an advantage in the Baidu search engine results page (SERP) rankings.

Content optimization

Once you have identified the keywords that you want to target, you need to ensure that your website’s content is optimized to include these keywords. Ensure that your site’s content is written in simplified Chinese and that your meta descriptions have optimised keywords that describe your website’s content.

The use of titles and subtitles to break up long content can make it more readable, leading to an improved user experience. It is also essential to make sure that the content is informative and answers the searchers’ questions. The content should also be regularly updated, and the website’s loading speed should be high to avoid high bouncing rates and improve the overall user experience.

Website’s technical optimization

Just like any other search engines, Baidu’s algorithm evaluations website’s technical qualities like website speed, security, the structure of the website, and the mobile-friendly design of the site. Technical SEO is an essential aspect of Baidu SEO that cannot be ignored.

In terms of site structure, the site should have a clear and hierarchical structure, allowing for easy navigation. The use of the robots.txt file on your website can help you maintain control over what’s crawled and indexed by Baidu. It’s also essential to make sure that the site is mobile-friendly, as Baidu uses a mobile-first index to crawl and index your site.

Keyword-rich URLs, image tags, and videos can also improve a website’s ranking on Baidu. Additionally, embedding social media links on your site can increase visibility and improve overall Baidu SEO.

Link building

Link building refers to the process of obtaining backlinks to your website to improve your website’s ranking on Baidu. Baidu puts a lot of weight on the authority and relevance of the website linking back to your site.

Therefore, it’s essential to focus on building and securing high-quality backlinks from reputable sites relevant to your industry. Social media can also be leveraged for link building, helping you connect with influencers and communities that can link back to your site.


Attracting and retaining high-quality traffic to your website is essential, and Baidu SEO can help you achieve that in China. Improving your website’s Baidu ranking involves a combination of technical, on-page, and off-page optimization activities. With the right SEO approach and execution, Baidu can be an excellent opportunity for businesses to expand their reach and connect with a Chinese audience.