2016 was a coming-of-age year for Baidu SEO; why you should invest in 2017

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Marketers have long considered organic search a lost cause on Baidu due to the abundance of ads, but new laws in China are changing the game. Contributor Hermes Ma discusses the state of Baidu SEO and provides recommendations for marketers looking to break into the market.

Please visit Marketing Land for the full article.

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Recently, I attended Baidu’s annual search conference for agency partners in Beijing. One of the premier search events in China for SEO professionals, the conference was hosted by engineers from Baidu’s core search and Webmaster Tools teams.

The agenda covered Baidu’s eco-empowerment strategy, its Mobile Instant Page (MIP) project and a wrap-up of the 2016 algorithm updates. The event made it clear to me that 2016 was the year Baidu SEO came into its own. If you aren’t already investing in Baidu SEO, 2017 is your year to start.

The eco-empowerment

The concept of eco-empowerment was introduced by Dai Tan, Baidu’s Chief Architect of Search. With search, Baidu wants every practitioner in the internet ecosystem to have better efficiencies in production, execution and monetization. In order to fulfill eco-empowerment, Baidu needs to provide relevant technology and form a mechanism for the ecosystem, supported by two pillars: page load speed and HTTPS.

Every half-second delay in page loading will cost you 3 percent of user visits. This is why Baidu moved quickly to follow Google’s Accelerated Mobile Pages (AMP) feature with the MIP project (Chinese language). At the same time, security is a critical factor to an engine’s reputation in a market where site hijacks, spams and PII data leaks are rampant. In May 2015, Baidu launched Not Set, which is its own version of Not Provided.

The main accomplishment in the mechanism of Baidu Search is in the release of Spider 3.0 (Chinese language), which was launched in early 2016, dramatically increasing the speed of URL discovery and indexing. As a result, crawl speed has increased by 80 percent, and Baidu is now capable of indexing trillions of web pages in real time. The Divine Domain project planned for mid-2017 promises to further boost indexing speed.

[Read the full article on Search Engine Land.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Hermes Ma is a digital marketer and writer. He owns Merkle‘s search business in Greater China. Hermes has an experience in search marketing and web analytics of over a decade, both in and out of the Chinternet. He writes his blog at maxket.com (Chinese) and he also guest-blogs at Baidu Webmaster Tools. Hermes is a hardcore gamer. He ranked at Top 1,000 of PlayStation Asia. If you don’t see him playing games after work, he’s probably spending time with his lovely son.


 

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