We discussed the five differences between Baidu and Google in a previous blog post. Today, we’ll take a look at the differences in their tools.
For Google, the most commonly used tools include Google Search Console, Semrush, and Google Analytics (GA4).
As for Baidu, China’s leading search engine, there is also an entire ecosystem of tools designed to help marketers improve their visibility. These tools cover key functions such as indexing, keyword analysis, and performance tracking.
We have created a comparison chart of Baidu's tools and their equivalents on Google. In this article, we provide a detailed overview of each tool to help you understand them better.
Webmaster Console: Baidu Ziyuan
As with Google, the first step in an SEO strategy for Baidu is to connect your site to the equivalent of Google Search Console.
The official Baidu Ziyuan platform was designed to help marketers manage their websites more effectively and improve their visibility in Baidu's search results.
URL inspection tools:
- URL Submission: Submit Your New Pages to the Baidu Index Immediately
- Sitemap: Specify the overall structure of the site
- 404 Errors: Report Outdated Pages to Avoid Harming Your Rankings
Indexing Analysis:
- Tracking the Number of Indexed Pages
- Click, impression, and keyword data
- Detection of errors during crawling (404, server errors, etc.)
To use the platform, you must first create a Baidu account, then add a verification code to your website to confirm ownership.
If your site does not have an ICP license, certain features will be limited, such as logo customization or sitemap submission.
The ICP (Internet Content Provider) license is a permit issued by the Chinese Ministry of Industry and Information Technology (MIIT) that allows websites based in China to operate within the country.
We recommend that you log in regularly— at least twice a week—to adjust your SEO strategy based on the changes you observe.
Keyword Research: Baidu Index and 5118
Identifying the right keywords is an essential step in any SEO strategy. Baidu Index is the official tool provided by Baidu to analyze keyword popularity. It allows you to measure user interest in a given term and track how that interest changes over time.
Baidu Index
With Baidu Index, you can track changes in a keyword’s search volume by time period and region, which helps you identify high-potential keywords to incorporate into your content strategy.
- Comparative Analysis: Ability to Compare the Trends of Multiple Keywords Side by Side
- Needs Map: Visualization of search terms frequently associated with the main keyword
- User Profile: Analysis of the characteristics of internet users searching for a keyword (age, gender, location, etc.)
These features are particularly useful for precisely targeting your audience and developing an effective marketing strategy.
However, many of the products offered by B2B SMEs are in niche markets, with relatively low keyword search volumes. The free version of Baidu Index does not display this data. You’ll therefore need to set aside a small annual budget to access 100 keywords.
In this case, we recommend using a third-party tool: 5118. It is a keyword research and SEO optimization platform, often considered the Chinese equivalent of Semrush.
5118.com
5118 is a highly popular SEO analysis tool in China. It goes far beyond Baidu Index in terms of long-tail keyword research and competitive benchmarking.
- Long-tail keywords: 5,118 helps you quickly identify long-tail keywords related to your main terms. These keywords are less competitive but can generate qualified traffic.
- Sponsored Keyword Analysis: This tool allows you to see the keywords competitors use in their paid campaigns to better understand market dynamics
- Cross-platform data: In addition to Baidu and Google, 5118 supports keyword analysis on other digital platforms (social media, forums, etc.), giving you a comprehensive view of traffic opportunities
The free version of 5118 is suitable for basic analysis, but a paid subscription is required to access more advanced and in-depth features.
Compared to Baidu Index, which also requires a similar paid subscription, 5118 offers more powerful features that allow you to find more precise SEO keywords. For example, a keyword might yield no results in Baidu Index, while 5118 lets you explore long-tail keywords or sponsored keywords.
We recommend combining the two tools: start by using Baidu Index to identify high-traffic keywords, then use 5118 to explore and expand your keyword strategy.
Performance Analysis: Baidu Analytics
Data tracking is also an important step in any SEO strategy. Google offers Google Analytics, while Baidu provides Baidu Analytics, an official performance analysis tool. It allows you to track user behavior, analyze traffic sources, and optimize website performance.
- View Tracking
• Number of page views (PV), unique visitors (UV), unique IP addresses, etc.
• Real-time trends in overall site traffic.
- Analysis of Traffic Channels
• Traffic sources: direct traffic, organic search, external links.
• Breakdown by search engine (Baidu, Google, etc.).
• Keywords driving traffic via integration with Baidu Webmaster Tools.
- User Behavior
• Average session duration, bounce rate, and page depth.
• Heat maps to visualize the most-clicked areas.
• Reconstruction of user journeys on the site.
- Conversion & Sales Funnel
• Tracking goals (orders, forms, downloads, etc.).
• Mapping the conversion funnel to identify friction points.
• Performance analysis by acquisition channel.
- Visitor Profile
• Demographic data, device type, operating system, browser.
• Essential to ensure compatibility with the most widely used devices in China.
Baidu Analytics is perfectly suited to the Chinese digital ecosystem and provides a reliable foundation for tracking the effectiveness of your SEO efforts.
At every stage of Baidu SEO, there are dedicated tools to guide you: from indexing to keyword analysis to conversion tracking. Even though some features may seem similar to their Google counterparts, Baidu’s tools are specifically designed to address the realities of the Chinese web: local regulations, user behavior, and algorithmic nuances.
Unfortunately, Baidu’s platforms do not natively support English. For non-Chinese speakers, translation is the only option, but you may encounter difficulties with certain terms. For basic monitoring (Baidu Index/statistics), online translation works. For advanced SEO (Baidu Webmaster Tools, keyword analysis), you’ll need a native speaker with knowledge of Baidu SEO.
For any company looking to enter the Chinese market, mastering these tools is not only helpful but essential. Contact our China specialist to improve your ranking on Baidu.