Baidu SEO

In a progress meeting with the China team, our general manager was complaining about the low visibility of the product website in Baidu.  She said our competitors managed to get theirs ranked first on the first page when certain keywords were entered, and this led to negative impacts to our frontline sales work.

According to Alexa, as of 4 Oct 2016, Baidu.com ranks No.1 in China, and No.4 globally. (See http://www.alexa.com/siteinfo/baidu.com), with over 75% market share in terms of search requests (according to Analysys).  It is thus not hard to imagine, many of our customers in China tend to look up baidu for price comparison and background check.

Improving visibility and ranking for our website became one of the key tasks in the short term.  After the meeting, our digital marketing team kick-started a Search Engine Optimisation (SEO) campaign, doing three things:

  1. identified keywords and researched their current status on baidu.com
  2. developed specific SEO strategies using our in-house framework, fine-tuned to Chinese based search engine and started building it up accordingly
  3. revamped our website and updated the contents regularly

With some luck, I believe, within two weeks, more than 70% of our identified keywords appeared on the first three pages in Baidu.  20% of them even appeared No.1!

Lessons learned:

  • Chinese keywords are different from English counterparts
  • People tend to search model number rather than brand, for example, “iPhone 7” rather than “Apple”
  • Good SEO can outperform Ad buy

Happy to hear from you on your SEO stories.


百度搜尋引擎優化

和內地同事開進度會議時,經理投訴我們的產品網頁在百度的可見度太低,她說搜索關鍵字眼時我們競爭對手的網站在第一頁頭幾項就出現了,對我們的前線銷售工作造成負面影響。

根據Alexa排名,直至2016年10月4日,百度是全球排行第四、中國排行第一的搜索引擎(詳見http://www.alexa.com/siteinfo/baidu.com),並就搜索要求而言百度具75%市場佔有率(根據易觀),所以不難想像我們大部分在內地的顧客都會用百度比較價格和進行背景調查。

可見提高我們網站的可見度和排行相當重要,亦是當務之急。進度會議後我們的數位行銷同事立即着手搜尋引擎優化(Search Engine Optimisation,簡稱SEO)的項目,側重以下三點︰

  1. 辨認出與我們公司、產品、服務相關的關鍵字眼,並在百度上搜索相關狀況

  2. 使用我們的內部框架訂立特定的搜尋引擎優化策略,並向中文搜索引擎微調,循此方向進行構建

  3. 重整我們的網站,定期更新內容

兩星期內,逾70%我們辨出的關鍵字眼出現在百度搜索的首三頁中,兩成更登上第一!

得到的教訓︰

  • 中文的關鍵字眼和英文的不一樣

  • 大部分人傾向搜索產品型號多於牌子,如搜「iPhone7」而非「蘋果」

  • 優化搜尋引擎比在網頁登廣告更有用

你也有相似的關於優化搜尋引擎的經歷嗎?