Baidu: Webmaster Tools - iCrossing Baidu Webmaster... · Baidu Webmaster Tools Registration • Claiming your Baidu account: - Email address or +86 Chinese mobile number - Set up

Baidu: Webmaster Tools Overview and Guidelines

© COPYRIGHT 2015, ICROSSING, INC.

Agenda •  Introduction

•  Register

•  Data Submission

•  Domain Transfer

•  Monitor Web Analytics

•  Mobile

2

Introduction


What is Baidu •  Baidu is the leading search engine in China.

•  It has nearly 80% market share in China and China is the second biggest search engine market after the US. A considerable number of English searches come from these Chinese users, and the number of English searches is on the increase.

4

Register


Baidu Webmaster Tools Registration •  Claiming your Baidu account: -  Email address or +86 Chinese mobile number -  Set up password -  Enter the Captcha

•  If you used an email address for registration, you will get an email for activation. Click the link in your email and follow the steps.

•  If you have registered with mobile number, complete the registration process by verifying your mobile number.

6


Add Your Website •  Now you can login to your Baidu

account by going to the homepage of Baidu webmaster tools -  http://zhanzhang.baidu.com/

•  You will see a similar screen as shown on the left. Click on “Add Site” button and put in your home page URL.

•  The next step is to verify.

7


Verify Your Website Ownership •  You have 3 options for site verification: -  Download a file and upload to your root folder

-  Put the HTML Meta Tag to your top page between <head> and </head>

-  Verify with a CNAME record added to your domain’s DNS area under the name “zz.baidu.com”

•  Once you have verified using one of these options, click “Complete”

8

Verify Website Verify Help

File Validation

HTML Tag Verification

CNAME Verification

Complete Verification


Site Manager •  Once you are verified, your site will be added

to Site Manager automatically. •  This is your overview where you can see all

your sites and you have options to: -  Add more sites

-  View site details

-  Delete a Site

•  You can also view your messages like DNS errors or increase in page not found, etc.

9

Data Submission


Sitemap Submission •  Submitting sitemaps in Baidu is similar to

Google: -  Prepare your Sitemap in these accepted formats –

text and xml -  Sitemap file size should neither exceed 50,000 URLs

nor exceed 10 MB

-  Upload the Sitemap in your site’s root directory

-  Ensure the site for which you are submitting Sitemap is verified successfully in your account

-  Ensure there isn’t any Chinese characters in your Sitemap

11


Dead Links Submission •  There are 3 ways to submit your dead links to

Baidu to remove it from their index quickly - File Submission -  Setup a 404 page not found redirect for all your dead links

-  Consolidate all your dead links and create a dead links file

-  Dead links file format is also same similar to Sitemap file formats – text or xml

-  Ensure the site you are going to submit dead links is already verified

- Regular Expression Submission -  Submit a formula ended with “/” or “?”

- Template Submission -  For pages which gets expired content -  Copy code provided by Baidu and paste into the code of every page which

you want to remove, between <head> and </head> -  You could submit only one page as a template for those pages with the

same type 12

•  Dead Links are your 404 or Page not Found links resulted due to change in URL or domain transfer.


Individual URL Submission •  Similar to Sitemap and Dead Links, URL

submission allows you to submit individual URLs to Baidu for quick indexing. -  - http://zhanzhang.baidu.com/linksubmit/url

13

Domain Transfer


Domain Transfer •  Site Configuration section provides

Domain Transfer tool which allows you to accelerate the indexing of your new site when you transfer your old site to a new domain: -  Set up 301 redirects for your old content and ensure

it redirects to your new content -  Verify the new site in your account -  Use this tool to notify Baidu about your new site

15

Website Analysis


Links Analysis •  Links Analysis can not only tell you the

dead links on your site but also shows the number of links pointing to your site from other sites.

17


Indexed Pages •  This feature shows the number of pages

indexed by Baidu. -  Baidu does index English sites but it gives preference

to Chinese sites and sites that are hosted on servers located in China

-  So, if your site is in English, it may take a longer time to be indexed by Baidu based on the popularity of your site

18


Search Keywords •  These are the keywords used for which

your site was shown in the search results. Basically, keywords, impressions and click-through rates as well as average ranking.

19


Optimization Tips •  Baidu has a page optimization tool: -  You can submit important URLs from your site and

receive tips on how to correct any errors, if found

20


Crawling •  Similar to Google, Baidu also shows the

Crawl Errors or Exceptions and these could be 404s or other server errors.

•  You can also set the crawl rate for the Baidu crawler.

21


Robots.txt •  You can not only check to see if your site

has an existing Robots.txt file but you can also generate one for your site.

22


Security Detection •  Baidu has a security detection tool which

can check your site for Malware for free.

•  In fact, Baidu search results shows your website with a message that “This site may be a security risk” if affected by Malware so you can later check the tool for details.

•  Baidu also has a tool to check your site for vulnerabilities like Page Source code leak, SQL injection, etc. so you can take appropriate actions.

23


Baidu Analytics •  Baidu also provides a free website

analytics tool called Baidu Statistics to measure: -  Site Traffic

-  Conversions

•  A number of reports can be generated from this tool, for example: -  Trend Analysis

-  Source Analysis

-  Visitor Analysis

24


Structured Data •  Baidu has their own version of

Schema.org supporting Structured Data: -  http://zhanzhang.baidu.com/schema/index

•  They only support Q&A, online documents like PDFs, Software and Document downloads.

25

Mobile


Mobile Crawler •  Baidu has a Mobile crawler and it may

take several months for them to crawl your mobile site and to start displaying it in Mobile search.

•  Ensure you use their Mobile Adaptation feature to submit your mobile site that corresponds to your desktop page.

27


Site App •  Baidu also has a free mobile app creator.

Webmasters can create a free mobile site and they can sync it with their desktop site.

•  Baidu app store is free and easy to use. However, they do closed testing and apps require to be whitelisted before being featured.

28

Thank You

Documents

Baidu: Webmaster Tools - iCrossing Baidu Webmaster... · Baidu Webmaster Tools Registration • Claiming your Baidu account: - Email address or +86 Chinese mobile number - Set up