Chinese website owners take note: Baidu is China’s top search engine—but it’s very different from Google. Learn 5 key facts that will help you optimize for Chinese search success.
What is baidu?
Baidu is China’s leading search engine, similar to Google. It dominates the domestic market and offers a wide range of services, including web search, maps, cloud storage, AI tools, and advertising platforms. It’s essential for businesses targeting Chinese audiences to optimize their websites for this platform, as it follows unique algorithms and places strong emphasis on localized content.
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Working with experienced SEO specialists is highly recommended when setting up your account.
A Chinese website is best for maximizing all available features. While you can still submit an English website for indexing, it’s far more effective to do it properly with the right keywords for your pages.
Baidu SEO in China
Here are some basics you need to know about Baidu:
1. Webmaster Tools
Just like Google Search Console, this search giant has its own webmaster tools to ensure your Chinese website is indexed correctly and to give you access to real-time data for analysis. It’s best to work with local SEO specialists to handle tasks such as content or site indexation, checking broken links, tracking keywords, impressions, and click-throughs.
Before using these tools, you’ll need to sign up for an account.
2. Mobile Instant Pages (MIP)
Website speed and performance are critical in SEO strategy. The platform’s Mobile Instant Pages—similar to Google AMP—help boost page load speed by caching a copy of your content on their servers. This reduces page weight and speeds up mobile browsing, which is important since Chinese users frequently browse, share, and shop on mobile devices.
3. Handling 404/Deleted Pages
Broken links can damage your rankings. While Google offers various ways to handle them, including plugins, China’s leading search engine has its own process through webmaster tools. An update in May added new guidance on how to deal with deleted pages more effectively.
4. HTTPS for Better SERPs
In May, the search platform rolled out HTTPS site authentication—not just for better security, but also for improved visibility in its SERPs. Only pages with “https://” that pass the authentication process will be indexed and displayed in results.
5. Advertising Tools
The platform offers a suite of advertising options for companies with budgets for targeted SEO and marketing campaigns. PPC services are best handled by local specialists who can ensure ads are fully optimized.
Features include Form Submission, Phone Number and Call Extension, and Xunke Conversion Extension, all designed to help generate leads.
6. Local Content and Cultural Relevance Matter
One of the most overlooked aspects of SEO for China is the importance of culturally relevant, high-quality local content. The algorithm favors pages that feel native to Chinese users—not simply translated from English, but adapted to match local search intent, idiomatic expressions, and trending topics.
A Chinese website with localized blog posts, product descriptions, and landing pages will outperform a direct translation of foreign content. This means using simplified Chinese for mainland audiences, researching local keyword volumes, and ensuring your copy matches cultural expectations. Seasonal campaigns tied to Chinese New Year or Singles’ Day (11.11) often gain more engagement and backlinks, which this search engine recognizes as a trust signal.
Whether you’re launching your first Chinese website or improving an existing one, success in China requires more than technical tweaks. From mastering webmaster tools and MIP to fixing broken links, securing HTTPS, leveraging advertising options, and creating truly local content, each step will strengthen your presence.
Baidu isn’t just “China’s Google”—it’s a unique ecosystem with its own rules and opportunities. Working with local SEO experts ensures your site is set up for long-term success. If you’re ready to expand your reach in the Chinese market, our team can help you build a tailored strategy that delivers results.
We are ready to help you navigate Baidu and optimize your online presence in China. Contact us today to start building visibility, trust, and traffic with a Baidu strategy tailored to your business goals.
