Senior SEO Consultant

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Baidu Baike literally translates as Baidu Encyclopaedia, and for all intents and purposes can be deemed as the Wikipedia equivalent for China. Baidu officially states that:
Baidu Baike serves as an online encyclopaedia as well as information storage space for netizens.
Like Wikipedia, users can register and make edits to articles within Baike, but they have to conform with the Chinese Government’s censorship laws, and it’s generally more strictly edited.

What We Can Learn About Chinese SEO From Baike

As you would expect, Baike has an entry about SEO, and it’s extremely detailed — and written from the perspective of China and Chinese webmasters, giving us insight into:
  • The Chinese SEO landscape
  • Chinese SEO optimisation techniques
  • “Ranking Factors”
  • Terminology used
  • Ongoing SEO strategy that works in China
  • SEO “operating principles”

Chinese Search Landscape Insights

The article actually has a lengthy section detailing the development of SEO as an industry globally, as well as in China. They also note that the SEO started in China around the start of 2004. More useful for us however is a section detailing information on Google (despite it being banned in China and holds virtually no market share), Baidu, Yahoo and MSN, and their presence in China.
Search Engine Baike Commentary
Google Ranking for web pages. More attention is paid to the quantity and quality of reverse connections. The search results are very real and can reflect the quality of the website.
Baidu It is for the website, so the relevance of the whole station content is very important, that is, the number and size of the webpage.
Yahoo If there is no better inclusion in GOOGLE, I am afraid there will be no ranking in YAHOO.
MSN There is very little search quota in China, but he also has his own characteristics. MSN does not explicitly write on the website that they are willing to include static pages such as HTML. If the page is static and the title keyword is clearly clear, it is very Easy to get good rankings
So the top level here is:
  • Baidu as we know from optimising for Baidu, relevancy and content depth, freshness and internal linking is important.
  • Yahoo & MSN, surprise — they don’t really exist.

Title Tag Best Practices

We know in Google how powerful title tags are and the impact that getting them right or wrong can have on organic performance. Within the SEO Baike article, one of the authors has gone to some good lengths on advising structure.
When a search engine determines the weight of a web page content, title is one of the main reference information. Baidu Baike
Homepage Website name or website name _ Provide service introduction or product introduction Subpage channel name_site name Article Page article title_channel name_site name In addition, the article also provides the advice that:
  1. The title should be clearly defined and contain the most important content of this page.
  2. Be concise, do not list information that is not relevant to the content of the webpage.
  3. User browsing is usually from left to right, and important content should be placed in front of the title.
  4. Use a language description that is familiar to the user. If you have both Chinese and English website names, try to use the one you know well as the title description.
So on the face of it, it appears as though the standard title tag best practices do apply, however it’s good to have this semi-confirmed.

Regular Content Updates = Better Crawling

The more frequently a website is updated, the more frequently a search engine spider crawls. This means that new articles on the site can appear in the index within a few days or even hours, without waiting a few weeks. Baidu Baike
As with Google, regular content updates and freshness can lead to an increase in crawler activity, and there is a correlation between content production and Google crawling a website more frequently.
Increasing content posting and update frequency incentivises more crawl activity.

Baidu & Meta Tags

Baidu and Google obey and different meta tags, and this is eluded to within the Baike article. Notable, Baidu doesn’t respect the noindex tag, and doesn’t always respect the canonical directive.
Meta Tag Google Baidu
nofollow       ✅       ✅
noindex       ✅       ❌
noarchive       ✅       ✅
nosnippet       ✅       ❌
noodp       ✅       ❌
none       ✅       ❌
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