As China’s largest search engine and a worldwide AI and Web know-how chief, Baidu is a powerhouse of innovation. The ERNIE language mannequin, surpassing Google’s BERT in Chinese language language processing, positions Baidu on the slicing fringe of technological development.
In our complete Baidu search engine marketing Rating Elements Correlation Examine*, we analyzed the SERPs for 10,000 Chinese language key phrases, delving into the highest 20 rankings to uncover the components influencing Baidu’s search engine algorithms.
Search Engine Insights
This examine is a goldmine for search engine marketing practitioners globally, not simply these concentrating on the Chinese language market. Baidu’s distinctive strategy to go looking engine know-how presents invaluable insights, particularly in an period the place a deep understanding of algorithms and the way engines like google work is essential for search engine marketing success.
Much like how the search engine marketing group has extensively studied the leaked Yandex papers, understanding Baidu’s SERP development is equally essential.
Baidu Providers in Baidu SERPs
In understanding Baidu’s affect in search engine marketing, it’s essential to acknowledge its array of proprietary providers that always dominate the search outcomes. For instance, providers like Baidu Maps are integral for native searches, much like the position of Google Maps in different areas.
A notable 34.9% of the highest 10 search outcomes are dominated by Baidu’s personal providers, marking a big enhance from 24.7%, as reported in Searchmetrics’ Baidu Rating Elements Examine in 2020**.
| 2020 | 2023 | |
| Proportion of Baidu’s personal leads to prime 10 | 24.70% | 34.91% |
| Proportion of Baidu’s personal leads to prime 20 | NA | 24.91% |
| Proportion of Baidu’s personal outcomes on place #1 | 39.00% | 60.13% |
This dominance extends to 60.13% of first-place positions, up from 39%.
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This information isn’t simply informative; it’s a transparent directive for search engine marketing consultants to recalibrate their methods in China’s distinctive digital house.
Baidu’s prioritization of its platforms, from Baike to Wenku, signifies greater than a choice – it’s a strategic transfer to retain customers inside its ecosystem.
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Baidu Baike, their model of Wikipedia, stands out for its closely moderated content material, making certain high quality but additionally presenting a problem for content material creators.
The Q&A platform Baidu Zhidao, akin to Quora, and Baidu Wenku, a complete file-sharing service, additionally ceaselessly seem in search outcomes, reflecting Baidu’s distinctive algorithm preferences.
These platforms, particularly Wenku, are inclined to have a extra distinguished presence in Baidu’s SERPs in comparison with comparable platforms in Google’s ecosystem, underscoring the tailor-made strategy Baidu takes in assembly its consumer’s search wants.
China search engine marketing consultants like Stephanie Qian (of The Egg Firm) and Veronique Duong (of Rankwell) spotlight the potential of leveraging these high-authority domains for enhanced visibility.
This isn’t only a shift in Baidu’s SERPs; it’s a brand new playbook for Baidu’s search engine marketing success in 2024.
The Distinctive search engine marketing Panorama In China
Navigating China’s search engine marketing panorama entails understanding distinctive components past typical search engine marketing methods. Central to that is China’s rigorous web regulation, the Nice Chinese language Firewall, which goals to defend its populace from content material thought of dangerous.
This results in slower load instances for websites hosted outdoors China as a consequence of content material scanning and potential blocking. Moreover, web sites on servers flagged for unlawful content material threat being fully inaccessible in mainland China.
Baidu, the dominant search engine in China, primarily serves the mainland’s Mandarin-speaking viewers, favoring content material in Simplified Chinese language. This contrasts with the Conventional Chinese language utilized in Taiwan and Hong Kong.
Though Baidu indexes international content material, its algorithm reveals a transparent choice for Simplified Chinese language, an important consideration for search engine marketing concentrating on this area.
Relating to market share, our examine counters the narrative of Bing overtaking Baidu.
Within the Chinese language market, Baidu stays the first supply of natural site visitors, contributing round 70% for our B2B shoppers, whereas Bing-China accounts for about 20% – based mostly on analytics information of our B2B shoppers in China.
This contradicts stories based mostly on StatCounter information, which is utilized by solely 0.01% of top-ranking pages on Baidu, and, as per BuiltWith, is barely utilized by 946 web sites.
In-Depth Evaluation Of 2024 Baidu Rating Elements
Area And URL Buildings
The findings paint a transparent image: Baidu’s rating algorithm reveals a definite choice for sure TLDs and URL buildings, with a notable lean in the direction of Chinese language TLDs and simplified, linguistically uniform URLs.
For international shoppers concentrating on the Chinese language market, adapting to those preferences is vital.
TLDs: The Rise Of Chinese language Prime-Degree-Domains
The distribution of Prime-Degree Domains (TLDs) amongst Baidu’s top-ranking outcomes reveals a transparent choice:
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- .com domains lead with 72.59%.
- .cn domains have seen a big rise, from 3.8% in 2020 (by way of Searchmetrics) to 14.06% in 2023.
- .com.cn follows with a rise from 5.5% in 2020 to six.55%.
This upward pattern for Chinese language TLDs, notably .cn, suggests their rising significance as a possible rating issue for 2024.
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Subdomains and URL Buildings
A majority of rating pages, 58.42%, are discovered on a ‘www’ subdomain.
Apparently, URLs with Chinese language characters are uncommon, constituting solely 0.8% of rating URLs and even fewer in domains, at simply 0.0035%.
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Stephanie Qian from The Egg Firm feedback,
“Baidu’s official stance discourages the usage of Chinese language characters in URLs, dispelling myths about their potential rating advantages.”
URL Size and Language Indicators
Opposite to the assumption that shorter URLs rank higher on Baidu, our examine discovered the common URL size of well-ranking pages to be 48.25 characters, with 2.3 folders/directories.
This discovering means that the inner linking construction may play a extra essential position than URL size or proximity to the basis area.
Additional, solely 2.3% of top-ranking pages use Chinese language language indicators of their URLs (like, for instance, ‘cn.’ subdomain or ‘/cn/’ folder), supporting the narrative that Baidu favors mono-lingual Chinese language web sites.
This perception is especially related for multi-lingual worldwide web sites aiming to optimize for Baidu.
Onpage Greatest Practices For Chinese language search engine marketing
For Baidu search engine marketing in 2024, it’s not nearly together with key phrases however strategically inserting them inside well-structured, related content material. This strategy aligns with fashionable search engine marketing practices the place consumer expertise and content material relevance reign supreme.
Title Tags And Meta-Descriptions
The typical size of title tags on top-ranking pages is 25 Chinese language characters, whereas meta-descriptions common 86 characters. These lengths guarantee visibility in Baidu’s SERPs with out being truncated.
Apparently, 36% of top-ranking pages use actual match key phrases within the title tags, a determine that rises to 54.4% for extra aggressive short-head key phrases.
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| Complete key phrase set | Shorthead key phrases | Midtail key phrases | Longtail key phrases | |
| Correlation rating | -0.1 | -0.17 | -0.14 | -0.02 |
| Proportion | 36% | 54.4% | 41.7% | 18.6% |
For meta-descriptions, 22.2% of top-ranking pages embody the precise match key phrase, growing to 34.4% for short-head key phrases.
The positioning of the key phrase additionally issues: it’s sometimes on the entrance of the title tag however across the tenth place in meta-descriptions.
Headings: Hierarchy And Key phrase Placement
Headings play an important position in Baidu search engine marketing:
- 71.2% of top-ranking pages accurately use one H1 tag.
- Almost half (47.8%) use hierarchical headline buildings successfully.
- 21.1% incorporate the precise match key phrase in H1, often across the 4th or fifth place.
- H2 and H3 tags are utilized by 44% and 46% of top-ranking pages, respectively, averaging round 9 headlines every.
- Lesser used H4 headlines seem in 22.4% of top-ranking pages, whereas H5 and H6 are utilized by lower than 10%.
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Content material And Key phrase Density
Content material size is a big issue, with top-ranking pages averaging 4929 characters, though the median is 3147 characters.
About 85% of the content material is in Chinese language Characters, an important benchmark for worldwide corporations localizing content material.
Precise match key phrases are used within the content material of 49% of top-ranking pages, with the chance growing for extra aggressive key phrases (57% for mid-tail and 66% for short-head key phrases).
Nevertheless, key phrase density is lower than 1% on common, indicating a transfer away from over-optimized, spammy content material.
The primary look of the key phrase is commonly inside the first 18% of the content material.
The Function Of Pictures
Pictures are essential. Greater than 94% of top-ranking pages characteristic a mean of 27.5 photos; 55.4% use alt-tags, and 12.8% embody the key phrase in not less than one alt-tag.
Inner Hyperlinks
Apparently, utilizing the key phrase within the anchor textual content of outbound hyperlinks doesn’t seem to dampen rating potential, as 20.3% of top-ranking pages accomplish that.
Backlinks: A Key Issue In Baidu’s search engine marketing Rankings
Along with on-page search engine marketing parts, backlinks play an important position in figuring out rankings on Baidu.
Our evaluation, backed by information from DataForSEO and Majestic, reveals a robust constructive correlation between the variety of referring domains and improved rankings.
Amount And High quality Of Referring Domains
The amount of referring domains considerably impacts Baidu rankings. Web sites with a higher variety of referring domains typically obtain higher positions.
Apparently, information reveals that even websites with fewer referring domains can rank effectively. The 50 lowest-ranked domains had a mean of only one.1 linking domains in response to DataForSEO, and 1.3 as per Majestic’s information.
This means that whereas the variety of backlinks is essential, there are alternatives for websites with fewer hyperlinks to nonetheless carry out effectively on Baidu.
The Impression Of Hyperlink High quality
Hyperlink high quality is equally essential.
There’s a robust correlation between high-quality hyperlinks (as measured by Majestic’s Belief Stream/Quotation Stream and DataForSEO Rank) and higher rankings on Baidu.
Websites with higher-quality hyperlinks are inclined to rank extra favorably.
Screenshot from Majestic’s Belief Stream/Quotation Stream and DataForSEO Rank, December 2023
Moreover, top-ranking websites sometimes have a decrease DataForSEO Backlinks Spam Rating, underlining the significance of not simply the amount however the high quality and trustworthiness of backlinks.
These insights spotlight {that a} well-rounded backlink profile, combining a wholesome variety of hyperlinks with high high quality, is important for attaining and sustaining high rankings on Baidu.
It’s a stability of garnering sufficient consideration to be seen as authoritative but making certain that focus comes from respected, high-quality sources.
This strategy aligns with broader search engine marketing finest practices, emphasizing the significance of constructing a pure and respected backlink profile for sustained search engine marketing success.
Rising Trends And Sensible search engine marketing Methods For Baidu
As search engine marketing methods evolve, understanding the affect of particular parts like tags, safety protocols, and social media integrations is essential, particularly for Baidu.
The evaluation sheds mild on these superior points.
Tag Utilization And Construction
- Checklist Utilization: A major 86.5% of top-ranking pages make use of
- lists, averaging 10.8 lists per web page with 7.9 factors every. Apparently, 12.9% incorporate the goal key phrase inside these lists.
- Tables: 18.2% of top-ranking pages use
tags, however a mere 3.1% embody the goal key phrase inside these tables, suggesting tables are much less about key phrase placement and extra about structured information presentation.
- Emphasizing Tags: 9.7% of top-ranking pages use emphasizing tags like , , and , indicating a selective strategy to their utilization.Technical search engine marketing and Safety
Technical search engine marketing And Safety
- HTTPS: Now an official rating issue for Baidu, the adoption of HTTPS has risen from 55% in 2020 (Searchmetrics’ examine) to 69.6% amongst top-ranking pages
- Cell Optimization: A major pattern is the decline in referencing separate cellular pages, from 35% in 2020 to simply 10.3% immediately, reflecting a shift in the direction of responsive design.
- Google Tag Supervisor: Utilization amongst top-ranking pages has decreased from 8% in 2020 to solely 2.5%, presumably reflecting localization preferences in instruments and applied sciences.
Hreflang And Worldwide search engine marketing
- Hreflang Utilization: Simply 1.5% of top-ranking pages make the most of Hreflang, with consultants like Dan Taylor and Owain Lloyd-Williams noting Baidu’s not supporting this tag. Simon Lesser’s statement highlights the dominance of home Chinese language-only websites on Baidu.
Rising Trends In Code And Markup
- HTML5 Adoption: From lower than 30% in 2020, HTML5 utilization amongst top-ranking pages has jumped to 53.2%.
- Schema.org: Regardless of Baidu’s official non-support, 11% of top-ranking pages implement Schema.org structured information, with professional Owain Lloyd-Williams suggesting its potential advantages, whereas Adam Di Frisco advises warning as a consequence of Baidu’s present stance.
Social Media Integration
- Chinese language Social Media: 60% of top-ranking pages embody Chinese language social media integrations, indicating its significance in Baidu’s search engine marketing.
- Western Social Media: In distinction, solely 2% combine Western platforms like Fb or YouTube, reflecting Baidu’s regional focus.
These findings underscore the evolving complexities of Baidu search engine marketing. Whereas some international finest practices apply, others require adaptation for this distinctive market.
The strategic use of tags, embracing new applied sciences like HTML5, and localizing social media integrations emerge as pivotal parts for attaining prime rankings on Baidu.
Past The Examine: Different Influential Elements In Baidu search engine marketing
In Baidu search engine marketing, sure key rating components, whereas in a roundabout way measurable, are essential.
Skilled Baidu search engine marketing professionals acknowledge the significance of consumer alerts, like click-through charges within the SERPs, as influential for rankings. This aligns with insights from Google’s antitrust trial paperwork, suggesting an identical strategy by Baidu.
Equally essential is Baidu’s development in AI, particularly with Baidu ERNIE, surpassing Google’s BERT in understanding Chinese language language nuances.
This means that Baidu makes use of superior NLP in its content material evaluation algorithms, making methods like WDF-IDF, tailor-made for Chinese language, important for creating high-quality content material that resonates with each customers and Baidu’s AI-driven evaluation.
Debunking 4 Widespread Baidu search engine marketing Myths
Let’s debunk a number of the prevalent Baidu search engine marketing myths with insights from our latest examine.
Fable 1: Necessity Of A .cn Area
The widespread perception is that with out a .cn area, success on Baidu is unattainable.
Nevertheless, our examine reveals that .com domains really dominate Baidu’s search outcomes. Whereas there’s a rising pattern of Chinese language TLDs in prime SERPs, the concept that a .cn area is important is extra fable than actuality.
Fable 2: ICP License As A Rating Requirement
One other fable is that an ICP (Web Content material Supplier) license is necessary for rating on Baidu.
Opposite to this perception, lower than half (48%) of the top-ranking pages have an ICP reference. That is corroborated by our expertise with consumer web sites with out licenses nonetheless attaining rankings.
Fable 3: Solely Mainland China-Hosted Web sites Rank
The misunderstanding that solely web sites hosted in Mainland China can rank on Baidu is widespread. In actuality, any website accessible in China can rank.
Nevertheless, it’s value noting that web sites hosted outdoors of China could expertise slower loading speeds, which might affect rankings.
Fable 4: Meta Key phrases As A Rating Issue
Many imagine that meta key phrases are nonetheless a related rating issue for Baidu.
Regardless of this perception, Baidu’s official stance, as famous by spokesperson Lee, is that meta key phrases are not thought of of their rating algorithm.
These insights hopefully assist clear the air round Baidu search engine marketing. You will need to adapt to factual methods relatively than following outdated myths.
Conclusion: Navigating The Future Of Baidu search engine marketing
As we demystify the panorama of Baidu search engine marketing for 2024, it’s evident that success hinges on a mix of embracing new tendencies and dismissing outdated myths.
From recognizing the dominance of .com domains, to the rise of .cn and .com.cn TLDs, to understanding the non-essential (however really helpful) nature of ICP licenses and the decreased emphasis on meta key phrases, search engine marketing methods should evolve with these insights.
The rise of AI, the importance of consumer alerts, and the nuanced strategy to content material and backlinks underscore the necessity for stylish, data-driven methods.
As Baidu continues to refine its algorithms, search engine marketing professionals should adapt, making certain their ways not solely align with present finest practices however are additionally poised to leverage future developments.
This journey by means of Baidu’s search engine marketing terrain equips practitioners with the data and instruments to navigate the complexities of rating on China’s main search engine, setting the stage for achievement within the dynamic world of digital advertising.
*We invite you to learn the complete Baidu search engine marketing Rating Elements Examine we created for you and draw your individual conclusions.
**You too can learn and examine to the Searchmetrics’ Baidu Rating Elements Examine from 2020.
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