Cover

Half-Title Page

Title Page

Copyright Page

Contents

Preface

Introduction

1. Baidu, Its Services and Its Competitors

1.1. The history of Baidu

1.2. Very “rich” Search Engine Results Page

1.3. Baidu versus HaoSou and Sogou

1.4. Baidu’s services

1.5. Eye tracking on Baidu versus Google

1.6. How does “BaiduSpider” work?

1.7. Understanding the difference between crawl and indexing on Baidu

2. Technical Advice and Tips for Baidu SEO

2.1. Purchasing a domain name with a “.cn” extension

2.2. Choosing a domain name

2.3. Hosting a site in Hong Kong and/or in China

2.3.1. Recommended hosting companies

2.3.2. Case study

2.4. Chinese mobile telephone line

2.5. Optimizing an HTML code for Baidu

2.6. Is HTTPS protocol incompatible with Baidu?

2.7. “Baidu MIP”, a new feature for mobile pages in 2016

2.8. Encoding a Chinese site

2.9. Baidu’s “Webmaster Tools”

2.10. Check that the robots.txt complies with the Baidu guidelines

2.11. How should a robots.txt with a high number of restrictions be managed?

2.12. Tags and attributes that are not compatible with Baidu

2.12.1. The rel=“canonical” attribute does not work on Baidu

2.12.2. The hreflang attribute does not work on Baidu

2.12.3. Micro data tags (Schema.org) do not work in Baidu

2.13. Baidu’s V1, V2 and V3 icons

2.14. The “official site” icon on Baidu (官网)

2.15. The Pomegranate algorithm (石榴)

2.16. The Money Plant algorithm against external spam links

2.17. Sitemap for Baidu

2.18. Submitting URLs to Baidu automatically

2.19. Adapt your mobile site to Baidu

2.20. Declaring a mobile site in Webmaster Tools

2.21. Baidu’s official good practices for optimizing a mobile site

2.22. Why should you have a Responsive Design site?

2.23. Managing the redesign of a site for Baidu

2.24. Simple and ordinary URLs for Baidu

2.25. URL formats for press sites for Baidu news

2.26. The negative impact of empty internal results pages

2.27. Problems with link analysis and Rapid Positioning

3. Semantic and Editorial Advice and Tips for Baidu SEO

3.1. Baidu Index: a useful platform for studying search trends

3.2. Baidu’s keyword generation tool

3.3. Keywords and ranking: Term Frequency–Inverse Document Frequency statistics

3.4. The length of the title and meta description meta-tags

3.5. The influence of keywords on Baidu SEO

3.6. The importance of keyword density

3.7. Strategy for keywords and SERP analysis

4. Subjects Related to Baidu SEO

4.1. Baidu Certified Marketing Specialist certifications

4.2. Baidu’s browser

4.3. Connecting to a social network directly from the SERPs

4.4. Chinese e-commerce and Baidu SEO: current trends

4.5. AutoNavi is outperforming Baidu Maps

4.6. Social networks and Baidu

5. Methodology of a Baidu SEO Campaign

5.1. First step: kick-off meeting

5.2. The SEO project reverse schedule

5.2.1. How is a Gantt chart created?

5.3. The technical audit for Chinese SEO on Baidu

5.4. The semantic audit for Chinese SEO on Baidu

5.5. Keyword analysis

5.6. Optimizing Chinese meta-tags

5.7. Optimizing headings tags

5.8. Optimizing textual content

5.9. Optimizing Chinese URLs

5.10. Optimizing text anchors

5.11. Optimizing images

5.12. Optimizing breadcrumbs

5.13. Dragon Metrics: a special position monitoring tool for China

5.14. Netlinking: searching for external links

6. Beyond Baidu SEO

6.1. Advice on SMO optimization for WeChat

6.2. Advice for social marketing on Weibo

6.3. Mei Nu in China: a marketing method

6.4. Wang Hong (网红): the new online promotion model

Conclusion

Glossary

Bibliography

Index

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