10 Ways Optimizing Blog For Baidu!
Usually SEO efforts are directed towards achieving top rankings with
Google and sometimes with Yahoo and Bing. However, in addition to the
Big Three, there are also other search engines that might be of interest
to you. In fact, some of these search engines might prove a better
option than Google, Yahoo or Bing. If these search engines are used by
your target audience, they will be more efficient and it is worth to
spend some time optimizing for them.
If you haven't heard about Baidu, don't worry. It is a popular search
engine but its reach is not global and this is why many people don't
even know about it. Still, Baidu is certainly not just one more search
engine to waste your time with.
Baidu is big in China and since the population of China is more than a
billion, if you rank well with Baidu, this can make quite a difference.
In fact, if you are operating globally, not to mention if your visitors
are based mainly in China, you can't afford to miss this market. On the
Chinese market, the share of Baidu is around 60% and it is the most
popular Chinese language search engine. Google is less popular in China
than Baidu, so if your traffic comes from the Chinese market, it pays to
optimize your site for Baidu.
The algorithm of Baidu is different from the algorithms of Google, Bing,
and Yahoo. In a sense, it is less sophisticated and it kinda resembles
the algorithms of the other search engines from many years many years
ago. Here are some tips what you should do in order to get decent
rankings with Baidu:
1. Find the right Chinese keywords
Of course, as with other search engines, keywords are important for good
rankings. You need to find the right Chinese keywords to optimize for.
This might be a challenge because Chinese has many dialects and the same
words have different meanings in different dialects. However, Pinyin
Chinese is preferred by Baidu and this is why Pinyin Chinese is your
best choice. You should stick to it not only for your keywords but for
your content as a whole.
2. You need LOTS of content in Chinese
Even if Chinese is not the official language of your site, you need to
have many pages in Chinese. With Baidu, content is king – the same as
with other search engines. When generating tons of content in Chinese,
follow the official guidelines for what content is acceptable in China
because there are strict rules there and if you don't obey, this could
cost you not only your good rankings with Baidu.
3. Metatags weight a lot
Similarly to the early days of the other search engines, with Baidu
metatags are very important, so don't forget to make your metatags
top-notch. However, don't abuse metatags and don't stuff them with
keywords.
4. Get a Pinyin Chinese domain name and host your site on a Chinese host
Domain names are important with Baidu as well. In addition to having
keywords in your domain name, you need to have a domain name in Pinyin
Chinese. You can use a .com, .net, or .cn extension with it. For even
better results, host your site on a Chinese host because this gives you
an additional bonus with Baidu.
5. Use simple navigation structures
Simple navigation structures are a must with every search engine but for
Baidu they matter even more. Baidu won't follow links that are deeply
buried in all kinds of messy code or that go many levels deep in the
site hierarchy.
6. Watch for duplicate content
Baidu is very strict about duplicate content. With the other search
engines you might also have problems, if you have duplicate content but
Baidu is even less tolerant. Use a robots.txt to tell what not to index
and you are safe.
7. No links to bad neighbors and no link farms
Linking to bad neighbors and getting links from link farms isn't a good
idea with any search engine but penalties with Baidu are even more
severe, so you need to consider this. Also, don't put too many outbound
links on your site because this also affects your Baidu rankings in a
negative way.
8. Plan in advance
In Google you can get top rankings for a week (though this certainly
isn't the norm and we don't mean you should use blackhat strategies to
achieve it) but with Baidu success doesn't come that fast. In Baidu it
can take 6 months or more to achieve the good rankings you will achieve
in Google overnight and you need to take this into account. For
instance, if you are promoting a summer-related site, you should start
optimization not later than November, so that when the season comes,
your site will have achieved the rankings you want.
9. Baidu doesn't deal with Flash and JavaScript
Flash and JavaScript aren't Google's favorites but Baidu absolutely
hates them. This is why you should use Flash and JavaScript only if you
provide altenative HTML versions of the content you have incorporated in
the Flash/JavaScript. Baidu doesn't like iFrames either, so avoid their
use as well.
10. Make sure your site is spiderable
As any other search engine,
Baidu uses crawlers, so make sure your site is spiderable.
Use a spider
simulator to check what is accessible from your site and what
isn't.
As you see, optimization for Baidu isn't totally different from
optimization for any other search engine but it certainly has its
specifics. Follow the rules, be patient and sooner or later success will
come to you. When you are done with your Baidu optimization, it won't
be a surprise, if your site starts ranking better with Google as well,
especially for country-specific searches. When you have so much content
in Chinese and a Chinese domain name, this will inevitably help you to
achieve better rankings for your Chinese search terms in any other
search engine.
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