China Unbound China SEO, Content Marketing & Measuring KPIs

Baidu SEO: Optimising Your Business for the Largest Internet Market in the World

Owain Lloyd-WilliamsInternational Lead [email protected]

Snapshot of the Chinese Internet • 642 million active

internet users

• 629 million active social media accounts

• 565 million mobile users

• 88% users have multiple accounts

• 25 hours a week on average spent online

拜拜谷歌

- Around 80% of the total search engine market share in China

- Estimated 5 billion search queries each day across all platforms

- Over 50% of usage comes via mobile

- A variety of PPC and advertising mediums such as Baidu Open and Brand Zone

- Around 30% of search queries redirect to its own properties

Top Level Overview on How to Rank on Baidu- CN domain and hosting (if not, make sure the hosting company isn’t

blocked in China!)

- Baidu spider a little behind Google in terms of crawling ability, so keep it simple technically

- More emphasis on meta tags

- Simplified Chinese!

- Links from Chinese domains – anchor text still relatively important factor

- Use Baidu Share plugin: http://share.baidu.com/

- Submit your site and sitemap to Baidu Webmaster Tools

百度站长平台 - http://zhanzhang.baidu.com/

English guide: http://www.webnots.com/media/2014/05/Baidu-Webmaster-Tools-Guide-in-English.pdf

- In a nutshell, similar to Google WMT, allows you too see what’s going on with your site

- Can submit sitemap, see external/internal links, disavow bad links check crawl and index rate, mobile compatibility, security status and more

- Link to Baidu Analytics (http://tongji.baidu.com/web/welcome/login)

Content Research & Strategy内容研究与战略

Baidu Feng Yun Bang (搜索风云榜 )

http://top.baidu.com/

Baidu Feng Yun Bang – localised data

http://top.baidu.com/region?fr=topindex

Baidu Keyword Research Tool (via “Phoneix Next” PPC Platform)

http://e.baidu.com/

Current popular topics include:

Travel and food

Pollution and quality of life

Big data and commercial tips and

trends

http://qianxi.baidu.com

http://builtvisible.com/messages-in-the-deep-zhongwen-simp

Content & Trends Resources

Baozoumanhua.com

China Internet Watch

Measuring Success & KPIs怎么测量业绩和 KPI指标

• Forget link volume, go for placement value

• Social reach

• Organic traffic – year on year increases, month on month

• Changes in Baidu keyword ranking

• Creating good, localised Chinese content (http://builtvisible.com/translation-for-international-seo/)

A Look at Baidu KPIs

Zorg: Our Performance & Task Management Platform

谢谢，多谢，唔该 , Thanks!

Owain Lloyd-WilliamsInternational Lead [email protected]