Baidu SEO

In a progress meeting with the China team, our general manager was complaining about the low visibility of the product website in Baidu.  She said our competitors managed to get theirs ranked first on the first page when certain keywords were entered, and this led to negative impacts to our frontline sales work.

According to Alexa, as of 4 Oct 2016, ranks No.1 in China, and No.4 globally. (See, with over 75% market share in terms of search requests (according to Analysys).  It is thus not hard to imagine, many of our customers in China tend to look up baidu for price comparison and background check.

Improving visibility and ranking for our website became one of the key tasks in the short term.  After the meeting, our digital marketing team kick-started a Search Engine Optimisation (SEO) campaign, doing three things:

  1. identified keywords and researched their current status on
  2. developed specific SEO strategies using our in-house framework, fine-tuned to Chinese based search engine and started building it up accordingly
  3. revamped our website and updated the contents regularly

With some luck, I believe, within two weeks, more than 70% of our identified keywords appeared on the first three pages in Baidu.  20% of them even appeared No.1!

Lessons learned:

  • Chinese keywords are different from English counterparts
  • People tend to search model number rather than brand, for example, “iPhone 7” rather than “Apple”
  • Good SEO can outperform Ad buy

Happy to hear from you on your SEO stories.




可見提高我們網站的可見度和排行相當重要,亦是當務之急。進度會議後我們的數位行銷同事立即着手搜尋引擎優化(Search Engine Optimisation,簡稱SEO)的項目,側重以下三點︰

  1. 辨認出與我們公司、產品、服務相關的關鍵字眼,並在百度上搜索相關狀況

  2. 使用我們的內部框架訂立特定的搜尋引擎優化策略,並向中文搜索引擎微調,循此方向進行構建

  3. 重整我們的網站,定期更新內容



  • 中文的關鍵字眼和英文的不一樣

  • 大部分人傾向搜索產品型號多於牌子,如搜「iPhone7」而非「蘋果」

  • 優化搜尋引擎比在網頁登廣告更有用



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