China SEO Guides

Knowledge and practice in the specialism of China SEO, in particular Baidu SEO, is something I have consulted and worked on with a number of different brands, particularly in the luxury and hospitality industries.

I have curated a selection of work I’ve had published in this field below. You can also find more of my thinking on this topic on my speaker page.

Baidu SEO Ranking Factors Study

The team at Jademond Digital compiled a huge ranking factor correlation study for Baidu, which I contributed a few insights for on specific areas.

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Here’s What Advertisers Should Know About China’s Fast-Changing Search Market (Adage)

This article details:

  • Core changes to Baidu’s SERP makeup and paid-search ad models following an advertising scandal
  • Why subsequent reduced and more competitive ad space meant organic search on Baidu was more important than ever
  • Why brands should also consider emerging Chinese search competitors Sogou and Qihoo 360
  • The future of Chinese search engines and SEO strategy
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Digital Marketing in China: The Baidu SEO Guide (Builtvisible)

A mammoth guide to all things digital in China, with a focus on Baidu SEO. Written in 2015, though a lot of it is still firmly relevant.

This guide details:

  • How to get a Baidu account
  • Baidu key products and areas for SEO opportunity (Baike, Zhidao, Tieba)
  • Baidu vs Google: algorithmic and SEO differences
    • Site architecture
    • Technical SEO
    • Indexation
    • On-page SEO
    • Linkbuilding
    • Hosting
  • Chinese content marketing tools and research
  • Step by step walkthrough of Baidu Webmaster Tools
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Content Marketing China Side (Moz webinar)

This webinar details:

  • China content marketing and SEO landscape
  • What content works in China
  • Sina Weibo intro and content opportunities
  • Chinese content marketing and keyword research tools
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Interview about Content Marketing in China (SEO Jo Blogs)

This article details:

  • What got me into marketing for China
  • How different content marketing in China is compared to other markets
  • Differences between Google and Baidu
  • Some thoughts on the importance of Chinese social networks
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Let’s Talk

I’m a senior SEO consultant with 15+ years experience supporting brands with organic
growth from technical foundations to content strategy and visibility across AI search
platforms.