Baidu | Company Overview & News

1. Understand Baidu's Ecosystem

Baidu is the largest search engine in China, similar to Google. However, its ecosystem goes beyond just search — it includes Baidu App, which is a multifaceted platform featuring news, search, videos, social features, and more. So, to target the Baidu app effectively:

• Localized Content: Make sure the content resonates with the local audience, following Chinese language, culture, and trends.
• Mobile-First: As most users access the Baidu app on their mobile devices, ensure your content is mobile-friendly, concise, and engaging.
• SEO Optimization for Baidu: Baidu’s search algorithms work differently from Google’s, so focusing on local keywords, backlinks from trusted Chinese websites, and content relevant to Chinese users is key.

2. Keyword Research for Baidu

Baidu has its own set of SEO practices, including different keyword and ranking strategies. To ensure your content ranks high in Baidu:

• Use Baidu Keyword Planner to identify the most popular and relevant keywords for your niche in China.
• Long-tail Keywords: Long-tail keywords (specific phrases users search for) tend to work well on Baidu.
• Chinese Synonyms and Phrases: Don’t just translate the English content. Use Chinese synonyms, phrases, and terms that are relevant to the local audience.

3. Content Types for Baidu App

The Baidu App hosts various content types. Here’s how you can tailor your content for different areas:

A. Articles & News

For news or informational content, ensure that:

• Engaging Headlines: Create attention-grabbing titles. Baidu users often click on intriguing headlines that pique curiosity or offer immediate value.
• High-Quality Text: Baidu values high-quality, authoritative content. Ensure your content answers user queries comprehensively.
• Frequent Updates: Keep your content fresh, as Baidu favors regularly updated content.

B. Video Content

Baidu hosts videos through iQIYI, so video content is crucial. Here's how to optimize:

• Baidu Video SEO: Include keywords in video titles, descriptions, and tags.
• Short, Engaging Clips: Videos should be concise, informative, and culturally relevant.
• Mobile Optimization: Since Baidu App is mostly accessed on mobile, ensure your videos load quickly and are mobile-friendly.

C. Social Content

For Baidu’s social aspects (like Baidu Tieba, a forum-like community):

• Active Engagement: Participate in discussions and provide helpful content or answers. Building a presence in popular communities increases visibility.
• Cultural Context: Respond to trending topics with local context and insights to build rapport with users.

D. Paid Ads (Baidu PPC)

If you want to push paid ads for your content or product:

• Target Local Demographics: Baidu offers targeting options based on location, interests, and browsing behavior, so make sure your ads target the right audience.
• Appealing Visuals: Ensure your ads have clear, eye-catching visuals that match Chinese preferences and trends.

4. Language Considerations

• Simplified Chinese: Always write in Simplified Chinese for Baidu, as this is the primary writing system used in mainland China.
• Localize the Tone: Understand how Chinese people express themselves and adapt your writing style. Be polite, humble, and avoid overly aggressive tones.

5. Content Best Practices for Baidu App

• Rich Snippets: If possible, structure your content to be featured as rich snippets (e.g., lists, FAQs).
• Engagement Metrics: Focus on optimizing for metrics that Baidu cares about: user time on page, clicks, shares, and social interactions.
• Trustworthiness: Baidu values trust signals, so create content that appears authoritative and is hosted on trustworthy, reputable domains.