10 Tips For Web And SEO In China

May 26, 2011 by  Filed under: SEO 

o Baidu (China’s main search engine), places more emphasis on the quantity of links and less on their quality. This makes the SEO job simpler, although keep in mind that it is simpler for everyone. If you are in a market in which there is lots of SEO competition, be prepared to build a higher quantity of links. Be careful though, as building lots of “spammy” links on your site for Baidu could negatively impact your Google ranking for the same site.

o In order to index well in a Chinese search engine you must obviously have a website in Chinese. You would probably be pretty upset if you searched for a nice new bike on Google.co.uk and the first site was in Russian.

o Your website will be blocked in China if it contains any political or adult content. For most businesses, this will have no affect at all. Sites with a large social element where anybody can contribute could, however, cause a problem.

o All websites hosted outside of China are restricted in terms of speed. This is because all external web traffic is processed by a number of government servers. The performance of your Chinese website will be massively increased by hosting in China.

o Baidu does use meta keywords and descriptions, so it is vital to include those in your webpages. The opposite applies for western search engines which use them purely for reference and not for ranking.

o Chinese consumers are used to seeing a certain format on the web. Website home-pages are generally a mass of links to other parts of the site. It is wise to stick to this format as it makes most sense to Chinese consumers. However, keep in mind the number of links put on the page if intending to rank the same page in a western search engine.

o If intending to trade in China, it is best to use a.cn extension. The big problem with this, however, is that to obtain one you need to have a registered company in China, hosting in China, and to apply for an “internet content provider license” which must be displayed at the bottom of the website.

o Just like most others, Chinese search engines do not read links and content within flash files. Where possible, avoid using flash for the main part of your website. For eye-catching effects, use a Javascript library such as JQuery. Avoiding flash also removes the need for the required plugins needed to view it.

o Use the correct character encoding. Unicode will be the most effective. Although China does have its own encoding, however, this will only work with operating systems that natively support Chinese.

o Many Chinese websites use frames to display content. Even the major websites do this when they have more than one domain name. Chinese search engines, Baidu in particular, cannot read Chinese texts from within frames though so be sure to avoid this. If you have your website developed in China, ensure you make this point clear from the start.

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