Off-site SEO refers to all the actions taken outside of your website to enhance its credibility, authority, and visibility in search engine results.
The main difference between Google and Baidu lies in how they build trust and authority. On Google, this authority is built primarily by creating high-quality content that naturally attracts attention. On Baidu, however, beyond the quality of the content, trust relies more on relationships and an active presence on Chinese platforms.
For small and medium-sized businesses, off-site optimization on Baidu is based on a simple principle: choosing the right platforms, gradually building up a portfolio of high-quality backlinks, and avoiding artificial or low-value backlinks.
In this article, we outline the key strategies for optimizing off-site SEO on Baidu.
Partner Link Exchange
On Google, affiliate links have very limited SEO value. Baidu’s algorithm, although more advanced than before, still places importance on links from trusted sources, particularly within the Chinese B2B ecosystem.
What are the benefits of link exchanges on Baidu?
Link exchange involves two websites placing links to each other, usually at the bottom of their home pages, in a dedicated section titled “Partner Links.”
1. Improve rankings through the authority of partner sites
Links from high-quality websites related to your industry are viewed by Baidu as “votes of confidence.” They pass on some of their authority to your site and directly contribute to a higher ranking in search results.
2. Make it easier to browse and index the site
Partner links provide Baidu's web crawlers (Baiduspider) with additional paths to crawl your site. This allows new pages to be discovered and indexed more quickly, thereby improving the site's overall visibility.
3. Generate qualified traffic
A link placed on a partner site helps attract visitors from an audience that is already interested in similar products or services. This traffic is more relevant and has greater conversion potential.
4. Enhance the website's consistency and credibility
Exchanging links with websites in the same industry helps Baidu better identify your website's topic and area of expertise. This strengthens your credibility and establishes you as an expert in your field.
When choosing partners, prioritize websites in your industry that have a good reputation and an authority level equal to or higher than yours.
You can contact your clients or partners who are already active in China, or search for business websites to establish a partnership.
We recommend using tool.chinaz.com to analyze a website's traffic and authority as the first step in the selection process.
Although link exchange is a low-cost and sustainable strategy, it requires regular monitoring to track changes in the quality of partner sites and ensure that the links remain valid.
Posting External Links
Google's algorithm has evolved to prioritize natural and editorial links over manual link-building strategies.
In contrast, off-site SEO on Baidu remains largely link-focused and relationship-based. Baidu’s algorithm continues to place significant importance on backlinks, particularly those from local, trustworthy Chinese websites.
Therefore, by regularly publishing external links that include your website’s URL, you can significantly speed up the indexing of your pages and improve your search rankings.
The channels may vary by industry, but the principle remains the same: choose reliable platforms, publish content regularly, and include natural links to your website.
Which types of platforms should you prioritize?
Baidu considers a website to be relevant when it appears frequently and ranks highly in search results:
1. Social Media and Content Platforms
Platforms such as WeChat, Baijiahao, Zhihu, Sohu, and NetEase work similarly to LinkedIn. You can post articles on them regularly to increase your company's visibility.
You can edit your content and republish it on multiple platforms to increase the volume of your posts and generate more links to your site.
Even though these links do not directly contribute to SEO value, they help strengthen your brand’s visibility and credibility. In the long term, this increased visibility can have a positive impact on your ranking in Baidu’s search results.
2. Professional Websites
If you are a member of a professional association, you usually have a profile on the organization’s website. Take this opportunity to include your website address in your content or in your company description.
These platforms—particularly those with a .org domain extension, which are often well-ranked and have high domain authority—are an excellent source of external links on Baidu.
3. News Portals
Publishing press releases on news portals helps you obtain links that Baidu considers reliable.
For companies just entering the Chinese market, you may not yet have any press releases. In that case, you can work with a media agency, which will help you select the most appropriate news portals to publish your content and improve your search engine rankings on Baidu.
Don't overlook:
- Vary your clickable text to avoid repeating the same keyword, which could be interpreted as manipulation. It is recommended that you vary your clickable text by combining the brand name, long-tail keywords, and the website address.
- Submit your new links to Baidu Webmaster Tools to help them get indexed.
When implemented consistently, this strategy can improve your rankings on Baidu, increase traffic, and boost your brand’s visibility in China.
If you’d like to learn more about Baidu SEO and develop a strategy tailored to your needs, contact our China marketing specialist for personalized support.