Whether you are a large construction company in Dubai or a small start-up business in your mom’s garage, optimizing your website for multiple search engines will give you the visibility and the results you are looking for.
Google is the most popular search engine across the world, but in China, Google is used by less than a quarter of the population. Rather Baidu, Qihoo 360 and Songou are the search engine leaders in China, with more than 75% of users using it consistently. That is a huge number when you consider the fact that China has the largest population in the world. You should really not ignore this large number of potential customers if you want the success of your marketing campaign and your business in general.


Climbing the Wall

China has several restrictions in place that censor online content and prevent undesirable data that may be harmful to the government. The Golden Shield Project and the Great Firewall of China which were put into place in the 1990s is a massive Internet surveillance and content control system that blocks information it deems contrary to the country’s interests. All websites are required to have an ICP Licence from China’s Ministry of Industry and Technology along with a Chinese address that is listed on the site. The site should also contain high quality Chinese copy that is free from blacklisted keywords.

Optimising for Baidu

Baidu is by and large the most popular search engine in China, having more that 50% of the market, so for the purpose of this article we will consider how to optimize your website to suit Baidu’s logarithm.
Baidu is similar to Google in that it is always better to have original content with no duplication and canonical URLs. Use high quality grammatically impeccable copy that is not too thin on value. Include Alt Tags for all your images and video content that cannot be crawled by Baidu.

Metas still matter

Meta keywords and descriptions that have been optimized for keyword insertion can have a significant role in Baidu SEO. Remember that Baidu is not as stringent in terms to keyword density, so you can still use a density of 3-4%.

Domain Structure

Baidu prefers websites that sit on one domain, so avoid the use of sub-domains or multiple domains. Use separate categories to separate your content on your website. Shorter domain names and TLDs (top-level-domains) are favoured so choose a .com, .net or .cn, domain if possible.

Page Speed

Baidu ranks your page well if it loads quickly, so ensure that your page is light, optimized and well-hosted.

Link building

Building valuable backlinks from reputed sources is the most effective way of attaining high rankings in the SERPs. Combining with keyword specific anchor text backlinks are reliable and influential ranking parameters.


Ranking high on Baidu is going to be a challenge, especially if you are used to the way Google works and if Chinese isn’t your first language. But in the long run, it is going to be worth the effort, opening a large and untapped market for your business.

At GMI, our Chinese SEO experts have a deep knowledge of the Chinese market and how the search engines work.  We will fine-tune your website to make it work for China.

But in the long run, it is going to be worth the effort, opening a large and untapped market for your business.


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