If your job involves SEO, chances are you already know a lot about how Google ranks websites, and how to optimize your site accordingly. But in China, where Google exited in 2010, the search engine you need to optimize for is Baidu. So do you need to learn a whole new set of rules?
The same basic rules apply whether you’re dealing with Google or Baidu—namely that you should incorporate keywords into your content, and perhaps most importantly, your content should be informative, original, and authoritative. Unless your content offers value to the reader, you have zero hope of ranking at the top with either search engine.
But once you get past the similarities, there are some noteworthy differences that you should know if you’re aiming to rank high in China. In fact, it might be easier for you to understand Baidu if you start with what you know—Google—and focus on what’s different.
There you have it. Once you have a grasp on how Baidu is different from Google, then you can fine-tune your SEO for China—including leveraging the Baidu-relevant parts of your Google-centric knowledge to your advantage.
You invested a lot of time and effort into SEO for your home country presence. Just keep these points in mind so you don’t wind up squandering the goodness of your site, and ensure you’ll get the most bang out of your RMB.
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