SEO for China: Chinese Search Engine Optimization

Organic search is one of the most interesting traffic sources in online marketing. Alongside search ads, social media and influencer marketing, search engine optimization is an important pillar for a successful marketing strategy. This is true for the USA, Canada, UK, Germany and actually for the entire online world. This is also true for China.

Nevertheless, there are differences between Chinese SEO and western SEO. Because while organic search means Google for almost the whole world, in China we find a different market leader and need to focus on Baidu SEO. Search engine optimization for Baidu is in many cases quite similar to SEO for Google, but there are just as many situations that should be handled differently.

This book aims to show the reader the similarities but also the differences between western SEO and China SEO. The authors want to empower the reader to analyze, question and put to the test the current SEO strategy for China. Furthermore, experienced SEOs should be given tools to dare the first successful steps for search engine optimization for China.

The two authors are experienced SEOs, with intense experience with the Chinese market. Apart from experience (important for a successful SEO in China), this books looks at Baidu Algorithm Updates in order to understand more about the strategical targets for Baisu SERPs (which kind of websites does Baidu not want to rank, what would they like to see instead) and they back up their recommendations with the data of the first ever performed Baidu Ranking Factors Correlation study performed by one of the authors 2 years ago.

Matt Colebourn (CEO Searchmetrics) says: “There have been many books written, over the last decade, on SEO. The vast majority of which focus on Google Search, English language and Western Markets. Marcus Pentzek is one of the few SEO experts who’s not only stayed at the forefront of developments in Western Markets but also, with his co-author, Kun Tang, has spent a huge amount of time and effort to research and understand the dynamics of the Chinese market; its scale, its players, its technical differences and, critically, the different strategies, tactics and people needed to succeed.”

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