Baidu SEO E-Book

Veronique Duong

• Herausgeber: John Wiley & Sons
• Kategorie: Geisteswissenschaft
• Sprache: Englisch

Seitenzahl: 131

Veröffentlichungsjahr: 2017

Beschreibung

SEO practices for Baidu and other Chinese search engines are little known in the Western world. However, in order for a company to promote itself successfully in the Middle Kingdom, it is absolutely necessary to go online in China. Chinese SEO is not only about working on the on-site and off-site aspects of a site, there are also many administrative tasks to take into account: the creation of a site in China can pose governmental problems (obtaining a Chinese mobile line, applying for an ICP license, proving that the company is well established in China, etc.)

In order for readers to understand how SEO and web-marketing works in China, tips, advice and case studies are presented throughout this book.

Leseprobe

Table of Contents

Cover

Title

Copyright

Preface

Introduction

1 Baidu, Its Services and Its Competitors

1.1. The history of Baidu

1.2. Very “rich” Search Engine Results Page

1.3. Baidu versus HaoSou and Sogou

1.4. Baidu’s services

1.5. Eye tracking on Baidu versus Google

1.6. How does “BaiduSpider” work?

1.7. Understanding the difference between crawl and indexing on Baidu

2 Technical Advice and Tips for Baidu SEO

2.1. Purchasing a domain name with a “.cn” extension

2.2. Choosing a domain name

2.3. Hosting a site in Hong Kong and/or in China

2.4. Chinese mobile telephone line

2.5. Optimizing an HTML code for Baidu

2.6. Is HTTPS protocol incompatible with Baidu?

2.7. “Baidu MIP”, a new feature for mobile pages in 2016

2.8. Encoding a Chinese site

2.9. Baidu’s “Webmaster Tools”

2.10. Check that the robots.txt complies with the Baidu guidelines

2.11. How should a robots.txt with a high number of restrictions be managed?

2.12. Tags and attributes that are not compatible with Baidu

2.13. Baidu’s V1, V2 and V3 icons

2.14. The “official site” icon on Baidu

2.15. The Pomegranate algorithm

2.16. The Money Plant algorithm against external spam links

2.17. Sitemap for Baidu

2.18. Submitting URLs to Baidu automatically

2.19. Adapt your mobile site to Baidu

2.20. Declaring a mobile site in Webmaster Tools

2.21. Baidu’s official good practices for optimizing a mobile site

2.22. Why should you have a Responsive Design site?

2.23. Managing the redesign of a site for Baidu

2.24. Simple and ordinary URLs for Baidu

2.25. URL formats for press sites for Baidu news

2.26. The negative impact of empty internal results pages

2.27. Problems with link analysis and Rapid Positioning

3 Semantic and Editorial Advice and Tips for Baidu SEO

3.1. Baidu Index: a useful platform for studying search trends

3.2. Baidu’s keyword generation tool

3.3. Keywords and ranking: Term Frequency–Inverse Document Frequency statistics

3.4. The length of the

title

and

meta description

meta-tags

3.5. The influence of keywords on Baidu SEO

3.6. The importance of keyword density

3.7. Strategy for keywords and SERP analysis

4 Subjects Related to Baidu SEO

4.1. Baidu Certified Marketing Specialist certifications

4.2. Baidu’s browser

4.3. Connecting to a social network directly from the SERPs

4.4. Chinese e-commerce and Baidu SEO: current trends

4.5. AutoNavi is outperforming Baidu Maps

4.6. Social networks and Baidu

5 Methodology of a Baidu SEO Campaign

5.1. First step: kick-off meeting

5.2. The SEO project reverse schedule

5.3. The technical audit for Chinese SEO on Baidu

5.4. The semantic audit for Chinese SEO on Baidu

5.5. Keyword analysis

5.6. Optimizing Chinese meta-tags

5.7. Optimizing headings tags

5.8. Optimizing textual content

5.9. Optimizing Chinese URLs

5.10. Optimizing text anchors

5.11. Optimizing images

5.12. Optimizing breadcrumbs

5.13. Dragon Metrics: a special position monitoring tool for China

5.14. Netlinking: searching for external links

6 Beyond Baidu SEO

6.1. Advice on SMO optimization for WeChat

6.2. Advice for social marketing on Weibo

6.3. Mei Nu in China: a marketing method

6.4. Wang Hong the new online promotion model

Conclusion

Glossary

Bibliography

Index

End User License Agreement

List of Tables

2 Technical Advice and Tips for Baidu SEO

Table 2.1. ICP license notice

Table 2.2. Reject message

Table 2.3. Example of a head in HTML5. For a color version of this table, see www.iste.co.uk/duong/SEO.zip

Table 2.4. Baidu MIP, main tags to be used

Table 2.5. Examples of tags excluded from Baidu MIP

Table 2.6. Baidu Pomegranate (source: Dragon Metrics)

Table 2.7. Baidu Money Plant (source: Dragon Metrics)

Table 2.8. Method using Curl. For a color version of this table, see www.iste.co.uk/duong/SEO.zip

Table 2.9. Method using HTTP Post. For a color version of this table, see www.iste.co.uk/duong/SEO.zip

Table 2.10. Method using PHP. For a color version of this table, see www.iste.co.uk/duong/SEO.zip

Table 2.11. Method using Ruby. For a color version of this table, see www.iste.co.uk/duong/SEO.zip

Table 2.12. Method using Python. For a color version of this table, see www.iste.co.uk/duong/SEO.zip

Table 2.13. Steps to take during a redesign (source: http://zhanzhang.baidu.com/college/articleinfo?id=841)

3 Semantic and Editorial Advice and Tips for Baidu SEO

Table 3.1. Example of a title with repetition of the keyword “perfume”. For a color version of this table, see www.iste.co.uk/duong/SEO.zip

Table 3.2. Example of a meta description with the keyword “perfume”. For a color version of this table, see www.iste.co.uk/duong/SEO.zip

Table 3.3. Source site Brand Lady 8844, product text Givenchy. For a color version of this table, see www.iste.co.uk/duong/SEO.zip

5 Methodology of a Baidu SEO Campaign

Table 5.1. Example of title

Table 5.2. Example of a meta description. For a color version of this table, see www.iste.co.uk/duong/SEO.zip

List of Illustrations

1 Baidu, Its Services and Its Competitors

Figure 1.1. Baidu logo written in Chinese characters and pinyin

Figure 1.2. Comparative eye tracking of Chinese Internet users (source: Autoveille). For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

Figure 1.3. BaiduSpider, sorting and hierarchization of data. For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

2 Technical Advice and Tips for Baidu SEO

Figure 2.1. Home page of the Chinese site of the brand Omega. For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

Figure 2.2. Zhangzhang Baidu (Baidu Webmaster Tools). For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

Figure 2.3. Example of a Vcard notice (source: Autoveille). For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

3 Semantic and Editorial Advice and Tips for Baidu SEO

Figure 3.1. Home page of the site of Brand Lady 8844 (image taken in December 2016). For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

Figure 3.2. Home page of Bag86.com (taken in December 2016). For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

4 Subjects Related to Baidu SEO

Figure 4.1. Home page of Baidu's browser (image taken in December 2016). For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

Figure 4.2. AutoNavi home page (image taken in December 2016). For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

Figure 4.3. Renren home page (image taken in December 2016). For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

5 Methodology of a Baidu SEO Campaign

Figure 5.1. Representation of a milestone on a Gantt chart. For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

6 Beyond Baidu SEO

Figure 6.1. Weibo home page. For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

Figure 6.2. Fan Bing Bing (source: Nautiljon). For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

Figure 6.3. Zhang Dayi (source: www.china.org.cn). For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

Figure 6.4. Papi Jiang (source: www.technode.com). For a color version of this figure, see www.iste.co.uk/duong/SEO.zip

Guide

Cover

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FOCUS SERIES

Baidu SEO

Challenges and Intricacies of Marketing in China

Véronique Duong

First published 2017 in Great Britain and the United States by ISTE Ltd and John Wiley & Sons, Inc.

Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licenses issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned address:

ISTE Ltd27-37 St George’s RoadLondon SW19 4EUUK

www.iste.co.uk

John Wiley & Sons, Inc.111 River StreetHoboken, NJ 07030USA

www.wiley.com

© ISTE Ltd 2017The rights of Véronique Duong to be identified as the author of this work have been asserted by her in accordance with the Copyright, Designs and Patents Act 1988.

Library of Congress Control Number: 2017935105

British Library Cataloguing-in-Publication DataA CIP record for this book is available from the British LibraryISSN 2051-2481 (Print)ISSN 2051-249X (Online)ISBN 978-1-78630-111-6

Preface

“Choose a job you love, and you will never have to work a day in your life”.

CONFUCIUS

I have noticed that Search Engine Optimization (SEO) for Asian search engines is not discussed much in the West. This is particularly true of Baidu, which is the most popular search engine in China and one of the five most consulted in the world. Advice and tips for Chinese SEO are often vague. I therefore decided to write this book, based on official reports from Baidu, in order to help and guide people, companies and brands wishing to be ranked, and therefore visible on Baidu and other Chinese search engines (HaoSou, Sogou, etc.).

As well as examples of, and advice on, SEO for Chinese search engines, in the second part of this book the reader will find tips for carrying out marketing in China using social networks, such as Weibo and WeChat, as well as “the Meinu tactic”, which works very well in China.

This book draws on my experience, research and analysis. It is particularly based on 5 years I have spent as a CESEO-certified SEO consultant, and on my work with AUTOVEILLE and ASVD (founded in 2010 and 2013, respectively), two organizations specializing in Chinese SEO and e-reputation management in China, which support the most prestigious multinational brands as well as start-ups in their set-up, development and visibility on the Asian Internet. This book is aimed at people who already know a little about Google SEO and SEO agencies wishing to develop on the international stage.

Acknowledgments

I would like to thank all the people who have supported me and believed in me during all these years of technical and scientific research in the constantly evolving discipline of Search Engine Optimization (SEO).

My particular thanks go to all those who guided and supported me in the writing of this book:

– my family: my father, mother and sister;

– Alexandre Sisavanh (friend and ASVD partner, who gives me advice and support every day);

– Zsuzsanna Barabas and Manuela Sánchez Pérez (friends who are always ready to listen);

– my Master’s lecturers: Jean-Michel Daube and Damien Nouvel (INALCO);

– my friends, who are an important part of my life;

– the members of SEO Camp;

– my colleagues at Fabernovel Data & Media (Geoffrey, Antoine, Tony, Steve, among others);

– my former colleagues at Datawords (Yaou, Yufeng, among others);

– my former colleagues at Red-On-Line (Ros, Alda, among others).

Véronique DUONG - CEO at AUTOVEILLETwitter @veroduongApril 2017

Introduction

In the West, the search engine Google more or less has the monopoly of Internet searches in most countries, but in China, and in Asia more generally, this is rarely the case. Asian Internet users regularly use other search engines, such as Naver, Daum (Korea), Yahoo! (Taiwan, Japan, etc.), Baidu, HaoSou (360) and Sogou (mainland China, etc.), and their market shares are often more significant than that of Google.

Baidu is a Chinese search engine created in January 2000 by Eric Xu and Robin Li, two computer engineers. The crawler was launched around 2 years after Google. Considered an imitation of Google, especially in its early stages, Baidu gradually developed and evolved into a “creative search engine”.

Baidu offers more functions and services than HaoSou (360), Sogou, Yahoo!, etc. Each of them is trying to become the number one search engine in China and the competition is fierce.

In June 2016, an MIT1 study placed Baidu among the five most innovative and “intelligent” companies in the world, along with Amazon, Illumina, Tesla Motors and Aquion Energy.

The aim of this book is to provide, on the one hand, a wide range of practical and technical advice for being present and visible among the sites ranked by Baidu and, on the other, tips for a web marketing strategy based on social networks and some Chinese methods.

This book consists of six chapters:

–

Chapter 1

presents a detailed introduction to Baidu and its challengers;

–

Chapter 2

outlines the steps to follow and the pitfalls to avoid in SEO;

–

Chapter 3

devotes particular attention to semantic aspects;

– the ancillary services offered by Baidu, as well as the characteristics and constraints related to the use of e-commerce and social networks, are discussed in

Chapter 4

;

– the methodology and optimization of an SEO campaign are expanded on in

Chapter 5

;

–

Chapter 6

presents some Chinese marketing models such as Mei Nu and Wang Hong.

This book addresses a specific theme step by step. It also contains a glossary of words and techniques used by Internet professionals and a bibliography.

The figures in this book are printed in grayscale. However, color versions have been made available online and the e-book will be available in full color.

1

MIT Technology Review, June 2016, see

www.technologyreview.com

.

1Baidu, Its Services and Its Competitors

1.1. The history of Baidu

The Chinese search engine Baidu had a significant monopoly in China before the arrival of HaoSou (formerly 360) in 2012. Baidu held around 80% of the market share in August 2010 but, four years later, had no more than 56%.

HaoSou won around 20–30% of the market in 2 years, thus becoming the second most used search engine in China.

Sogou, the third search engine used in China, holds around 12% of the market share. Around 5–10% is left for other search engines, including Google.