china unbound china seo, content marketing & measuring kpis
TRANSCRIPT
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 – 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://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
