Search engine optimization (SEO) is the process of improving a website’s rankings in search engine results pages (SERPs). The two most dominant search engines are Google and Baidu. Google has over 90% market share globally, while Baidu leads in China with over 53% market share.
Although both are search engines, Baidu and Google have some key differences when it comes to SEO. Understanding these nuances is essential for marketers trying to rank highly and drive traffic from both search engines.
Keyword Research
Keyword research is the foundation of any SEO strategy. It involves identifying high-traffic keywords that are relevant to your content and business offerings.
With Google, keyword research focuses heavily on search volume data from tools like Google Keyword Planner. Marketers look for keywords with high monthly volumes that indicate strong demand.
For Baidu, search volume data is less accurate or nonexistent. Keyword research relies more on assessing keywords qualitatively based on relevancy. The emphasis is on matching keywords to topics rather than pure search volume.
When researching Baidu keywords, it helps to analyze what content performs well organically for top-ranking domains. This provides insight into keywords Chinese users are actually searching for. Surveys, interviews and local staff can also provide keyword ideas tailored to Chinese audiences.
Content Creation
When creating content, Google favors longer, in-depth, and comprehensive articles. The goal is satisfying user intent with thorough and accurate information.
Baidu places more value on shorter content under 1,000 words. The focus is relaying information quickly in a scannable format. However, content still needs to provide value to users.
Formatting content in a “listicle” style with numbered lists and bullet points can work well for Baidu. This style allows you to break up lengthy topics into more scannable sections. Infographics, charts, videos, and other visual elements are also recommended for simplifying complex information.
Link Building
Link building is a crucial part of SEO for both Baidu and Google. High-quality backlinks from reputable websites help demonstrate authority and relevance.
With Baidu, links from Chinese sites tend to carry more weight, especially government, education, media, and industry resources. Local links are seen as stronger signals for the Chinese audience.
Participating in local business directories, forums and link networks can help build relevant Chinese backlinks. Article submissions to China-based publications are another option.
For Google, links should appear natural and from diverse sources. Unnatural link patterns like bulk buying links can trigger penalties. The emphasis is on earning links organically over time.
Press mentions, guest posts, local citations and influencer partnerships work well for natural link building with Google. Avoid low-quality networks and avoid over-optimizing anchor text.
Technical Optimization
On the technical side, Baidu and Google have some similarities in how they evaluate website optimization. This includes factors like:
- Mobile friendliness
- Fast page speeds
- Proper markup and metadata
- Easy crawlability and indexing
- Security protocols like HTTPS
However, Baidu generally favors simpler, faster-loading sites over complex designs. Google is better able to crawl JavaScript-heavy pages with its ever-evolving tech.
Ensuring technical optimizations are in place is the starting point. From there, tailor site speed and complexity to align with Baidu and Google’s preferences. Faster page speeds benefit both but may require simplifying site architecture for Baidu specifically.
Localization
Given the fact that Baidu’s user base is primarily Chinese, heavy localization is expected. All content should be available in simplified Chinese, with traditional Chinese as a secondary option.
Local contact information, offices, phone numbers and regulatory information like an ICP license are also signs of commitment to the Chinese market.
For Google, basic localization like translating site navigation and product descriptions can help. But heavy localization is not necessary. Optimizing for local keywords and cites is more impactful.
Government Censorship
The Chinese government exercises control over the internet within its borders. Censorship and restrictions apply to search engines like Baidu.
Certain keywords, topics and sites are considered sensitive or forbidden by government standards. Baidu adjusts algorithms and filters results accordingly.
Google search operates freely without this kind of censorship. The only notable exception is Europe’s “right to be forgotten” law.
When optimizing for Baidu, stay aware of banned keywords and sensitive topics. Avoiding these keeps your site compliant and reduces the risk of penalties or blocks.
Paid Search Ads
Paid search ads on Baidu operate through its Baidu Tuiguang platform. Cost-per-click pricing tends to be low, between $0.50 to $1 on average. Competition is high for keywords in popular industries.
Google Ads runs paid search globally, with prices varying significantly by keyword and industry. On average, CPCs are $1 to $2 in the U.S. but can go over $50 for highly competitive terms.
Leveraging paid ads in tandem with organic SEO is important on both Baidu and Google. Paid search helps get site content indexed faster and provides additional visibility. The platforms differ, so manage campaigns separately.
Mobile Usage
Over 95% of Baidu’s searches occur on mobile devices. As such, Baidu prioritizes the mobile experience and mobile-friendly pages.
Google is also mobile-first, but desktop still accounts for 25% to 30% of searches. A mobile-friendly site is still essential but less singularly focused.
Catering to mobile users is mandatory for both search engines. For Baidu, take extra care to test site speed on common Chinese mobile devices and connections. Anything slowing mobile page loads will significantly hurt rankings.
User Tracking
Baidu closely tracks and profiles users for personalized search results. Users stay logged into their Baidu accounts across devices and receive relevant suggestions and tailored rankings.
Google also personalizes results but to a lesser extent. Users have more anonymity and switching devices or browsers can alter results. Overall, Google aims for more objective search rankings.
The customization level is something to be aware of when assessing keyword difficulty on each engine. For Baidu, a user’s personalized results play a bigger role in rankings. With Google, trends should be more consistent across users.
Algorithm Updates
Baidu releases fewer major algorithm updates compared to Google. Changes tend to target spam sites rather than rework ranking signals. Updates may also relate to censorship directives.
Google rolls out hundreds of updates annually, ranging from minor tweaks to major refreshes like core updates. Signals frequently change as Google tries to keep ahead of SEO tactics.
Staying on top of Google algorithm news is imperative for noticing ranking changes and adjusting optimization approaches accordingly. With Baidu, fundamental SEO practices remain more consistent over time.
Local Search Engines
Beyond Baidu, China has several other sizable search engines:
- Shenma
- Sogou
- 360 Search
Each has 10% or lower market share. But combined they make up a meaningful portion of China’s search ecosystem.
The only country-specific search engine rivaling Google’s dominance globally is Russia’s Yandex. Local engines elsewhere have minimal market share.
Though they lack Baidu’s reach, optimizing for these other Chinese search engines can help expand visibility. The same principles largely apply across all major local engines.
Final Thoughts
Baidu and Google have core similarities in how they evaluate websites. But key differences exist in how they determine relevance for users.
Optimizing for both requires adapting SEO strategies to the unique quirks and market conditions of China versus the rest of the world. With the right localized approach, brands can succeed in driving qualified traffic from both search leaders.
The key is balancing optimization best practices while still aligning with each engine’s priorities. As search algorithms and features evolve over time, staying flexible will allow marketers to fully capitalize on Baidu and Google traffic.
Staying up to date on changes and closely tracking performance is crucial. Test different optimization approaches to see what resonates best. With in-depth knowledge of both ecosystems, your SEO strategies will improve and deliver tangible results over the long-term.