Digital Marketing Guides & Strategies

The Ultimate Guide to International Technical SEO with Baidu for Google SEO Players, 2019 | Merkle

Search Engine Optimization

Globalization has been accelerated by the boom of the internet, with the rise of China’s economy, the 700 million internet users in the forbidden country shall not be neglected by any international brand who wants to achieve global success and enjoy their buying power.
Baidu is a very different search engine when compared with Google or Bing because you are not able to use many directives, such as canonical and hreflang tag attributes, for a website of a generic top-level domain (gTLD).
While organic traffic is still a significant source of website traffic, it is undisputed that winning in SEO in China is a pin on the whiteboard of all global marketing leaders. And when it comes to SEO in China, where Google lost its presence for a decade, it is mostly Baidu.

Quick Facts About Baidu as a Search Engine:

  • Largest Chinese search engine.
  • Favors web page with Chinese language (UTF8 or GB2312/BIG5).
  • Crawls from Beijing, China (in most cases).
  • Separates indexations for desktop and mobile.
  • Not a part of the project.
  • JavaScript not rendered in most cases.
  • Noindex and hreflang are not supported.
  • The canonical directive only used between desktop and mobile (or MIP) pages.
  • Lots of images as thumbnails on the SERP.

A Figure Shows How BAIDU Search Engine Treats The 301 Redirections, 2019.


When it comes to 301 redirections, Google would keep the destination URLs and discard the URLs used for redirection. Equities will be passed over to the destination URLs while redirects on Baidu are more problematic. Baidu keeps both URLs with the same content.

The Contents of “The Ultimate Guide to International Technical SEO with Baidu for Google SEO Players, 2019”:

  • Use Site Revamp Tool for deduplication and equity aggregation.
  • Lose the “noise” from non-Chinese content.
  • Avoid content behind the JavaScript wall.
  • Promote hero images.
  • Adopt MIP and try open data (if resources allow, get Baidu Smart App.).
  • Submit locations to Baidu Map.

Number of Pages:

  • 20 Pages.


  • Free.


Merkle is a leading data-driven, technology-enabled, global performance digital media agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices.For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios.Merkle’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies.Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage.With 9,000+ employees, Merkle is headquartered in Columbia, Maryland, with 21 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network.

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