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BAIDU MOBILE SEO IN THE AGE OF WECHAT
MOBILE SITUATION IN CHINA
THE OPPORTUNITY
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2011 2012 2013 2014 2015 2016
Total Internet Users Mobile
• Mobile users in China now make up 97% of total internet population • This is largely due to the increase in mobile payments and the rise of WeChat • Coupled with an undeveloped mobile SEO competitive landscape, the scale of the opportunity is huge
WHERE DOES BAIDU COME INTO THIS?
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• 657 million monthly active mobile search users
• 80% share of total China mobile search engine market
• Over 50% of total traffic comes from mobile
• Baidu, Tencent (WeChat) and Alibaba (Taobao) and affiliated apps account for for around 60% of time spent on mobile by Chinese users
INTRO TO WECHAT
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Apps (e.g.Taxi booking)
Email Marketing
Payment
Messaging
• 800 million monthly active users • Go to place for messaging, article reading, payment, and, well LIFE. • https://www.techinasia.com/use-only-wechat
Utilities
WECHAT OVERVIEW
WECHAT OVERVIEWOFFICIAL ACCOUNTS H5 BUILDS
Brand hub, CRM option and links to sites Campaign mechanisms to drive traffic to sites
ADVERTISING
On subscription accounts or in “Moments” feeds to drive external traffic
MOBILE SEO FOR BAIDU
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BAIDU SITEAPP
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BAIDU SITEAPP? BITEAPP.
• Transcodes non-mobile friendly sites into mobile-friendly versions for you
• Quick and easily done via Baidu WMT
• Baidu decides what to and what not to include for you
• Easy/Free
• Great if you have client who doesn’t care about SEO
Pros
• Transcoded pages register on Baidu’s domain, not yours
• Transcoding may mess up your formatting and body text
• Baidu decides what to and what not to include for you
• NO ACTUAL TRAFFIC
• You probably should care about SEO if you’ve got this far
Cons
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RESPONSIVE DESIGN OR SEPARATE MOBILE SITE?
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Baidu has recommend opting for responsive design and have written articles on its benefits on their WMT blog, and official BBS suggesting a preference in terms of mobile SEO
RESPONSIVE WEB DESIGN VS SEPARATE MOBILE SITES
13Case study from tuicool.com
Indexation: Separate m. site
Indexation: Responsive site
RESPONSIVE WEB DESIGN VS SEPARATE MOBILE SITES
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Case study from tuicool.com
RESPONSIVE WEB DESIGN VS SEPARATE MOBILE SITES
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M. SITE OPTIMISATION FOR BAIDU
SITE SPEED
• Run your site through Qihoo Speed Test to see performance in China
• Aim for internal CN hosting • If not, apply for an ICP licence • Pay particular attention to image size • Minimize JavaScript elements • Stick to clean structured H5 coding
GENERAL ON-PAGE
• Meta titles must be less than 17 Chinese characters
• 60 character meta descriptions still factor highly in Baidu mobile ranking
• Make sure you’re not blocking Baiduspider. Baidu’s mobile agent is Baiduspider, not Baiduspider-mobile
• Use 14 px font size and 0.42-0.6 line spacing for body text
• Ensure consistent image width
https://zhanzhang.baidu.com/college/courseinfo?id=156
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BAIDU WMT SETUP
Desktop Site
Mobile site same as desktop site with different URLs
Separate mobile site
Responsive site
Dynamic serving site
http://zhanzhang.baidu.com/dashboard/index
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WHAT ABOUT AMP?
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INTRODUCING MIP
• Rolled out by Baidu in August, still in early stages
• Recommended in favour of AMP project due to general censorship of anything Google-related in China
• Baidu has claimed major Chinese news sites have added these however no hard evidence or indication of this
• No current effect on organic rankings though Baidu have said this will change and is likely to follow Google’s suit
• Pages submitted and verified on Baidu WMT
https://www.mipengine.org/
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KEY TAKEAWAYS
• Given the prominence of WeChat in everyday mobile life and its integration with sites, getting mobile SEO right for Baidu has never been more important
• Avoid Baidu Site App like the plague, regardless of what Baidu tells you
• Baidu has banged the drum for responsive design though it’s one for the future. Best to stick with separate m. sites for now
• DON’T BLOCK BAIDUSPIDER
• As most of us will be hosting outside of China, site speed has mattered like never before • (Look into getting an ICP licence)
• Baidu’s AMP project is in its infancy and is one to keep an eye on
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RECOMMENDED READING
Seozac.com
Baidu WMT Guide to Mobile Configuration (Baidu College)
Further Learning on Mobile SEO for Baidu (Baidu College)
Mobile SEO Baidu Tieba Forum
Chinaz.com
SEOwhy.com
Sitemap Submission Guide for Mobile (Baidu College)
KEEP IN TOUCH!
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@Owain_LW
WeChat ID:owainlloydwilliams
谢谢
