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China Unbound China SEO, Content Marketing & Measuring KPIs

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Owain Lloyd-Williams
Owain Lloyd-Williams

A look at some of the key algorithmic and structural differences of Baidu, China's dominant search engine as well as some insightful content research tools and case studies for the Chinese market. The presentation also looks at some important KPIs when handling SEO projects for the Chinese market.

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Baidu SEO: Optimising Your Business for the Largest Internet Market in the World Owain Lloyd-Williams International Lead owain@builtvisible.com
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
°Ý°Ý¹È¸è
- 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
China Unbound China SEO, Content Marketing & Measuring KPIs
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 ¨C anchor text still relatively important factor - Use Baidu Share plugin: http://share./ - Submit your site and sitemap to Baidu Webmaster Tools
°Ù¶ÈÕ¾³¤Æ½Ì¨- http://zhanzhang./ 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./web/welco me/login)
Content Research & Strategy ÄÚÈÝÑо¿ÓëÕ½ÂÔ
Baidu Feng Yun Bang (ËÑË÷·çÔÆ°ñ) http://top./
Baidu Feng Yun Bang ¨C localised data http://top./region?fr=topindex
Baidu Keyword Research Tool (via ¡°Phoneix Next¡± PPC Platform) http://e./
Current popular topics include: Travel and food Pollution and quality of life Big data and commercial tips and trends
http://qianxi.
http://builtvisible.com/messages-in-the-deep-zhongwen-simp
Content & Trends Resources Baozoumanhua.com China Internet Watch
Measuring Success & KPIs Ôõô²âÁ¿Òµ¼¨ºÍKPIÖ¸±ê
? Forget link volume, go for placement value ? Social reach ? Organic traffic ¨C 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
лл£¬¶àл£¬ßí¸Ã, Thanks! Owain Lloyd-Williams International Lead owain@builtvisible.com

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China Unbound China SEO, Content Marketing & Measuring KPIs

  • 1. Baidu SEO: Optimising Your Business for the Largest Internet Market in the World Owain Lloyd-Williams International Lead owain@builtvisible.com
  • 2. 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
  • 4. - 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
  • 6. 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 ¨C anchor text still relatively important factor - Use Baidu Share plugin: http://share./ - Submit your site and sitemap to Baidu Webmaster Tools
  • 7. °Ù¶ÈÕ¾³¤Æ½Ì¨- http://zhanzhang./ 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./web/welco me/login)
  • 8. Content Research & Strategy ÄÚÈÝÑо¿ÓëÕ½ÂÔ
  • 9. Baidu Feng Yun Bang (ËÑË÷·çÔÆ°ñ) http://top./
  • 10. Baidu Feng Yun Bang ¨C localised data http://top./region?fr=topindex
  • 11. Baidu Keyword Research Tool (via ¡°Phoneix Next¡± PPC Platform) http://e./
  • 12. Current popular topics include: Travel and food Pollution and quality of life Big data and commercial tips and trends
  • 15. Content & Trends Resources Baozoumanhua.com China Internet Watch
  • 16. Measuring Success & KPIs Ôõô²âÁ¿Òµ¼¨ºÍKPIÖ¸±ê
  • 17. ? Forget link volume, go for placement value ? Social reach ? Organic traffic ¨C 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
  • 18. Zorg: Our Performance & Task Management Platform