Google’s SEO strategy is generally based on three pillars: technical optimization, content optimization, and off-page optimization, such as backlinks. These principles are key to helping brands build global recognition. In the Chinese market, the digital landscape is very different.
Due to China's Great Firewall, users cannot directly access Google. Baidu is therefore the most widely used search engine, with approximately 54% market share. Although the two search engines share certain similarities, Baidu operates according to its own logic, which is influenced by the Chinese language, local regulations, and user habits.
In this new blog post, we’ll explain the key differences between SEO on Baidu and Google, and offer practical tips for optimizing your visibility in China.
Simplified Chinese and User Habits
Baidu is the most widely used search engine for Simplified Chinese. It prioritizes content written in natural, fluent, and correct Chinese. Awkward translations or content that mixes Chinese and English are considered low-quality and can harm your SEO ranking. To improve your search engine ranking on Baidu, it is therefore essential to translate and adapt your content into Chinese, especially in titles, descriptions, and the opening sections of the text.
In addition, Baidu values structured, information-rich text with visible and well-organized keywords. Formats such as lists, subheadings, FAQs, and short paragraphs are very effective at improving both the user experience and the algorithm’s understanding of the content.
Generally speaking, the goal is to respond as quickly as possible to the user’s search intent. Content that is useful, clear, and written in a style suited to Chinese audiences is more likely to rank highly.
Baidu gives priority to its own products
Baidu is more than just a search engine. It has a comprehensive ecosystem consisting of various products. Baidu prioritizes ranking its own products in search results. Therefore, to achieve good SEO performance on Baidu, it’s not enough to simply optimize the content on your own website; you must also actively participate in building Baidu’s own platforms.
For B2B companies looking to optimize their presence on Baidu, we recommend creating a Baidu Baike page, which is the Chinese equivalent of Wikipedia. Please note that there is a specific channel for foreign companies. It’s important to note that Baidu has strict criteria for approving a Baidu Baike page, often requiring references from authorized media outlets. If your application is rejected, you can ask the help of experienced experts to assist you in creating this page.
In addition, Baijiahao often ranks highly. Baijiahao is a content publishing platform launched by Baidu. It allows businesses, media outlets, and content creators to publish articles, videos, or news directly. We recommend registering a Baijiahao account to improve your ranking on Baidu, thereby boosting your brand’s visibility and authority.
A strong advertising presence
Baidu's search results pages are often dominated by paid ads, especially in highly competitive sectors. It is common for several ads to appear among the top five results, which reduces the visibility of organic results.
Baidu's "bidding ranking" system allows advertisers to purchase premium positions to promote their pages, which can be an effective way to improve a company's visibility on Baidu, especially if your budget allows.
Emphasizing Authority and Frequent Updates
Although Baidu prioritizes its own platforms, it also values original content and reputable sources. Regularly publishing case studies, industry statistics, or high-value-added articles can strengthen your reputation as an expert. Collaborating with recognized institutions or obtaining backlinks from government or educational websites (.gov / .edu) also improves your credibility score.
Baidu places great importance on update frequency: a website that is frequently updated is more likely to be crawled and indexed quickly. It is therefore recommended that you establish a content calendar and publish new content regularly.
Mobile Priority, ICP Certification, and Manual Submission
China is a“mobile-first”country. The vast majority of searches are carried on mobile devices. It is therefore essential to have a website that is mobile-friendly, fast, and easy to navigate.
In addition, Baidu imposes administrative requirements: only websites with an ICP (Internet Content Provider) license can be indexed optimally. This license is issued only to entities legally registered in China. Without an ICP license, indexing may be slow or incomplete, and certain Baidu SEO tools will be inaccessible.
Finally, Baidu isn't as effective as Google at automatically crawling content. It's highly recommended that you submit your sitemap and your URLs through Baidu Webmaster (Baidu Ziyuan) to ensure that your content is indexed and gains better visibility.
SEO on Baidu requires a localized, structured, and patient approach. It’s important to pay close attention to linguistic adaptation, leverage Baidu’s internal platforms, comply with local technical guidelines, and update content regularly. Compared to Google, SEO on Baidu requires more time, greater attention to detail, and often collaboration with Baidu SEO experts.
Feel free to contact our Chinese expert for a free quick scan of your Baidu SEO performance.