3 steps to start digital marketing in China-Baidu SEO Guide from SODA China Marketing
Updated: Oct 29, 2021
With the Chinese consumer market showing incredible potential for growth in all industries, it's no wonder that foreign business are opening their doors all over China.
To be successful in China, it is crucial that you do it right. This means that you have diligently researched your market size, it's culture and the regulations that apply. Also, that you know and understand how their SEO differs from what you are used to.
In China they don't use Google, but rather Baidu because it's in Chinese and because China has enforced strict digital rules that have banned Google, Facebook, Twitter and Instagram in the country.
By the end of 2018 Baidu was recorded to have 161 million daily active users and more than 3.3 billion searches per day - more than enough reason for you to familiarize yourself with the platform and create your SEO plan around it.
Domain and Host
The first step in your Baidu SEO plan should be to get a Chinese domain (.CN) and hosting in Hong Kong or China. This will help your website to be preferred by Baidu's ranking bots. To get Chinese hosting, you will also need to get an ICP certificate, which is a permit that allows your site to run in China.
Next you need to focus on your content. Baidu works with the government, which means that they go through all the content that gets posted online. Therefore you need to ensure that you only post content that is allowed by the officials. Failure to do so may lead to your site being blocked and your ranking to take a hit.
Follow digital laws of China
In addition to your website's content having to following the strict digital laws of China, it also has to be in simplified Chinese, because Baidu doesn't like content that is in traditional Chinese and English. If you are not familiar with the language, you can hire one Chinese copywriter or use SODA copywriting service to help you for Chinese SEO content out.
Now that you have your domain, hosting, ICP certificate, type of content and language in place, you can move on to creating unique, quality content. For Baidu, keyword research and SEO are essential.