China Digital Marketing

10 mistakes to avoid when building SEO in China

10 mistakes to avoid when you do SEO in China SEO is essential for a website in China. But there are mistakes people make too often, and that can severely hinder your ranking on Chinese search engines, mainly Baidu Here are the 10 most frequent mistakes made when doing SEO for cosmetics. 1. Bad tag and bad Meta description One of the most important thing to do is to check the tags of the websites. Tag is the thing that will make a search engine, so an Internet user, find you. If you don’t have the right tags, people will never find you, or you will appear on page 2 or more of the search engines (and we know that people usually stop their researches at the first page). The most important tag is the title tag. Search engines value a lot this tag. It the one that will be displayed on the search engine, so the first thing Internet user will see when they will enter their search on the search engine. If the title tag is not attractive or doesn’t explain the content of the website, people won’t go in your website. The Meta description is the little sentence that is below the title. It’s the second thing Internet users will see. We usually rely a lot on what we can see in this description. It will influenced our decision to go or not in the website. Same thing as for the title tag, if it’s not attractive enough, we won’t visit the website. 2. Not enough backlinks Backlinks are very important also for the search engines: they like when an article cite its sources. If you cite something without telling where you got it, the search engines won’t “like” your websites and could block you or not put you on the first results. Backlinks will secure your website, like they will give you more views in your articles. If you write an article and put a backlink about another of your article, the reader will go on your website to read this article. This will increase your traffic website and your popularity over Internet. So you have to put the more backlinks possible, but they have to be relevant: Baidu likes good backlinks. There are tools to assess this like seo.chinaz.com. Here you can see the trust rank of Chairman migo on Google and Baidu. As well as how old the website is…Happy birthday two weeks late, would that still work? While Chairman Migo has a rank 2 on Google, it has a trust rank of 0 on Baidu. So what’s the problem here? Website is hosted in Singapor (新加坡). Baidu took a snapshot of the website on February 26 and has indexed so far 32 domain name talking about the website. Surprisingly, 360.com has found 67 domain names. In addition only 73 pages have been crawled by the leader of the search engines in China. Not enough to improve the trust rank of the website. There should be many more domain name pointing to the website as well as more WebPages appearing on Baidu. The more there are, the better, after all (see below about the pages. 3. No trusting sites in BL However, if you put a lot of backlinks but the backlinks’ sites are not trustworthy, it will be effort for nothing. Indeed, if you make a backlink in an untrustworthy site, it will be useless. You want to increase the reliability of your website but put backlinks from a website that is not reliable. Trusting sites will pleased the search engines, and people will rely on what you write because you take your information for a famous or trustworthy website. So what you want is a website seen as “trustworthy”. Typically it will be well-established website like government, or like shown above with Xinhua.net, online journals. 4. A too long loading time A too long loading time will discourage your user. They will quit your site, or not come back. A very important thing if you want to have traffic on your website is to favour the user experience. A great user experience will make the user loyal, he will want to come back in your website and eventually share your website with friends or relatives. A long loading time make user experience bad because netizens, especially Chinese expect now a fast technology. Besides, Chinese are not very loyal to brands and like to have access to a wide range of product offer. Since they do, if a website takes too long to load they will simply go elsewhere, to another website with a shorter loading time A too long loading time has two main causes: 1) As a foreign company, you have localised your website outside of China or Hongkong. Since China has put the Great Firewall every website loading time outside of China is increased. 2) You have backlinks pointing to foreign websites. Here again, the loading time is penalised by the number of backlinks pointing to websites localised outside of China. 5. A website that is hardly scrollable by Baidu’s Spider Baidu’s Spider is a program that is allowed to visit pages on Internet, and it built information into Baidu index. This can allow users to find your site when they are searching on Baidu. If a website is hardly scrollable by Baidu spiders, it will be badly referenced; therefore rank poorly on its keywords.A “bad” website in this matter is a website that contains a lot of flash animation for instance. Baidu has problems crawling this type of content So having a website that doesn’t appear on Baidu’s results is not a good thing. Here are some advices about Baidu’s Spider. 6. Bad identification of the keywords Keywords is the thing that will identify the site, make that a research make by a user results in your website. Keywords will also resume your page, the most important thing contained in your website, what is going to attract Internet users. Keywords can be done wrong: if there is not enough keywords, the website will hardly figure in the search result page. If the keywords are not well chosen, they won’t represent the website, and people won’t visit your website. You have to identify well your keywords. For this you have to ask yourself the right questions such as • Do those keywords describe your company, services and cosmetics product offer well? • Are these keywords often used by netizens to find product offer similar to yours? • Are there a lot of competitors on those keywords? Baidu webmaster tools and SEO experts can help you realise a good keyword analysis for your website. 7. Having a whole website copied from another one or done with Google Translate If a whole website is copied from another one, Baidu will see it, and won’t let your website appear on the search results. So sorry but no copy of your nice Western website about cosmetics, it takes more than that! Moreover, a website copied from another one will be identify by the Internet users, and they won’t appreciate it. People and search engines like trustworthy websites where they can find information made by the owner of the website. If your website is done by Google Translate, the result will be poor. Indeed we know that Google translations often have no sense and we have to work on it after to give a sense to the translation. The search engines and people don’t like when a website is not translate well, it shows negligence, and they will find another website that is comprehensible. 8. No updated content If there is always the same thing on your website, it will be replaced by updates content in other websites. You have to put contents up-to-date because it will make traffic on your website, and won’t let you become an old website. People and search engines both like updated content, which also shows that your site is reliable because you spend time on it. As you see above, on a query about cosmetics (化妆品), it can penalise you very quickly, have content less than a month old and you are already put down to the bottom of the second page with a website that hasn’t had any update for more than 6 months! In addition, content on Baidu services often takes precedence over “normal content”. 9. Not enough pages On Baidu the trust rank of a website is based on its number of pages, the bigger the better and vice versa. Indeed you want a big site because it will appear on the top of the search results, and will be consider a trustworthy site in reason of the large traffic there is on your website. It the same thing with update content: if you have only old publications and very few of them the site won’t be able to attract a large number of Internet users. 10. Putting links from your websites in blocked sites There are a lot of sites blocked in China amongst which YouTube, Facebook and Twitter. Putting links from blocked sites will make the engine rank you as an untrustworthy sites because you want to encourage people to use these sites that are blocked in China for particular reasons.Another thing: it will be useless to put these links because the Chinese Internet user won’t be able to access tis websites and it will be useless content. You have to verify that the website links are not blocked in China, because it will penalise you in term of ranking as well as users since they will not like to have useless content. Chinese SEO is different from Western SEO and has to be undertaken with caution. Because of the Great Firewall of China, it is a very different world with its own rules. Avoiding those 10 mistakes put you on the right track for ranking on the first page of Baidu! A good SEO campaign is one thing that companies and advertising agencies must understand to have a good visibility on the Chinese internet Challenges to tackle in China in Chairman Migo More on SEO here

10 mistakes to avoid when building SEO in China

SEO is essential for a website in China. But there are mistakes people make too often, and that can severely hinder your ranking on Chinese search engines, mainly Baidu. Here are the 10 most frequent mistakes made when building SEO in China for cosmetics.

Bad tag and bad Meta description

One of the most important thing to do is to check the tags of websites. Tags are the identifiers that will allow a search engine, so an Internet user, find you. If you don’t have the right tags, people will never find your site, or you will appear on page 2 or more of the search engines (and we know that people usually stop their searches after the first page).

The most important tag is the title tag. Search engines value this tag a lot. It is the one that will be displayed on the search engine, so the first thing Internet user will see when they enter their search. If the title tag is not attractive or doesn’t explain the content of the website, people won’t click-through to your website.

The Meta description is the little sentence that is below the title. It’s the second thing Internet users will see. We usually rely a lot on what we can see in this description. It will influenced our decision to go or not to go to the website. Same thing as for the title tag, if it’s not attractive enough, searchers won’t visit the website.

baidu seo

Not enough backlinks

Backlinks are very important also for building SEO in China: Search engines like when an article cite its sources. If you cite something without telling where you got it, the search engines won’t “like” your websites and could block you or not put you on the first results. Backlinks will secure your website, also they will give you more views to your articles. If you write an article and link back to another article on your site, the reader will click through to read this article. This will increase your website traffic and your sites popularity on Internet. So you have to put more backlinks, when possible, but they have to be relevant: Baidu likes good backlinks.

building SEO in China

There are tools to assess your sites backlinks like seo.chinaz.com. Here you can see the trust rank of Chairman Migo on Google and Baidu. As well as how old the website is…Happy birthday (a few weeks late), would that still work?

While Chairman Migo has a rank 2 on Google, it has a trust rank of 0 on Baidu. So what’s the problem here?

The website is hosted in Singapor (新加坡). Baidu took a snapshot of the website on February 26 and has indexed, so far, 32 domain names talking about the website. Surprisingly, 360.com has found 67 domain names. In addition, only 73 pages have been crawled by the leader of the search engines in China. Not enough to improve the trust rank of the website. There should be many more domain name pointing to the website as well as more WebPages appearing on Baidu. The more there are, the better, after all (see below about the pages).

No trusted sites in BL

However, if you put a lot of backlinks but the backlinks’ sites are not trustworthy, it will be almost worthless. Indeed, if you make a backlink in an untrustworthy site, it will be useless. You want to increase the reliability of your website by putting backlinks from a website that is reliable. Trusted sites will please the search engines, and people will rely on what you write because you take your information from famous or trustworthy websites.

building SEO in China

So what you want is a website seen as “trustworthy”. Typically it will be well-established website like government, or like shown above with Xinhua.net, online journals.

Long loading times

Long loading times will discourage your user. They will quit your site, or not come back. A very important thing if you want to have traffic on your website is to favour the user experience. A great user experience will make the user loyal, he/she will want to come back to your website and eventually share your website with friends or relatives. A long loading time makes for a bad user experience because netizens, especially Chinese, expect fast websites. Besides, Chinese are not very loyal to brands and like to have access to a wide range of product offers. Since they do, if a website takes too long to load they will simply go elsewhere, to another website with a shorter loading time.

A long loading time has two main causes:

  • -As a foreign company, you have localized your website outside of China or Hongkong. Since China has put up the Great Firewall every websites loading time outside of China has increased.
  • -You have backlinks pointing to foreign websites. Here again, the loading time is penalized by the number of backlinks pointing to websites localized outside of China.

building SEO in China

A website that is hardly scrollable by Baidu’s Spider

Baidu’s Spider is a program that is allowed to visit pages on the Internet, and it built information into Baidu’s index. This can allow users to find your site when they are searching on Baidu. If a website is hardly scrollable by Baidu spiders, it will be poorly referenced; therefore ranked poorly on its keywords. A “bad” website in this matter is a website that contains a lot of flash animation for instance. Baidu has problems crawling this type of content.

So having a website that doesn’t appear on Baidu’s results is not a good thing. Here is some advice about Baidu’s Spider.

building SEO in China

Bad identification of keywords

Keywords are the words that will identify a site. Keywords will also resume your page, the most important thing contained in your website, what is going to attract Internet users. Keywords can be done wrong: if there is not enough keywords, the website will hardly figure in the search result page. If the keywords are not well chosen, they won’t represent the website, and people won’t visit your website. You have to identify the best keywords for your site. For this you have to ask yourself the right questions such as:

  • -Do those keywords describe your company, services and cosmetics product offer well?
  • -Are these keywords often used by netizens to find product offer similar to yours?
  • -Are there a lot of competitors on those keywords?

Baidu webmaster tools and SEO experts can help you create a good keyword strategy for your website.

Having a whole website copied from another one or done with Google Translate

If a whole website is copied from another one, Baidu will see it, and won’t let your website appear on the search results. So, sorry but no coping of your nice Western website about cosmetics, it takes more than that! Moreover, a website copied from another one will be identify by the Internet users, and they won’t appreciate it. People and search engines like trustworthy websites where they can find information made by the owner of the website. If your website is done by Google Translate, the results will be poor. Indeed we know that Google translations often make no sense and we have to work on it after to make sense of the translation. The search engines and people don’t like when a website is not translated well, it shows negligence, and they will find another website that is comprehensible.

building SEO in China

No updated content

If there is always the same thing on your website, it will be replaced in Baidu search by updated content on other websites. You have to keep content up-to-date because it will bring traffic to your website, and won’t let your content become stale. People and search engines both like updated content, which also shows that your site is reliable because you spend time on it.

building SEO in China

As you see above, on a query about cosmetics (化妆品), it can penalize you very quickly, having content less than a month old and you are already put down to the bottom of the second page with a website that hasn’t had any update for more than 6 months! In addition, content on Baidu services often takes precedence over “normal content”.

Not enough pages

On Baidu the trust rank of a website is based on its number of pages, the bigger the better and vice-versa. Indeed you want a big site because it will appear on the top of the search results, and will be consider a trustworthy site in reason of the large traffic there is on your website. Its the same thing with updated content: if you have only old publications and very few of them the site won’t be able to attract a large number of Internet users.

Putting links from your websites in blocked sites

There are a lot of sites blocked in China including YouTube, Facebook, and Twitter. Putting links from blocked sites will make the engine rank you as an untrustworthy sites because you want to encourage people to use these sites that are blocked in China for particular reasons. Another thing: it will be useless to put these links because the Chinese Internet user won’t be able to access these websites and it will be useless content. You have to verify that the website links are not blocked in China, because it will penalize you in terms of ranking as well as users since they will not like to have useless content.

building SEO in China

Conclusion about building SEO in China

Chinese SEO is different from Western SEO and has to be undertaken with caution. Because of the Great Firewall of China, it is a very different world with its own rules. Avoiding these 10 mistakes puts you on the right track for ranking on the first page of Baidu! A good SEO in China campaign is one thing that companies and advertising agencies must understand to have a good visibility on the Chinese internet.

Additional reading:

Challenges to tackle in China on Chairman Migo and more on SEO here.

 

About the Author:

SEO-Expert-China, Chinese SEOOlivier Verot is the founder of Gentlemen Marketing Agency, which is an agency based in Shanghai that focuses on Chinese travelers and tourism. Fluent in Mandarin and exploring the various Chinese digital Strategies, he helps tourism companies to develop their China strategy. Thanks to his analyzes of Chinese consumers’ behavior, he has been recognized as an expert on the subject of marketing in China and tourism.

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6 Comments

  • Reply
    What you must know about SEO in China - SEO China Agency
    April 1, 2015 at 9:12 pm

    […] The mistakes to avoid in Chinese SEO and there […]

  • Reply
    The fundamentals for understanding SEO Baidu in China - SEO China Agency
    April 9, 2015 at 4:15 am

    […] 100 mistakes to avoid in SEO in China […]

  • Reply
    Robert
    July 8, 2015 at 6:30 pm

    So,,, what is so different between this and Google, surely each and everyone of these points is relevant to both. Shame on you Olivier, this is well beneath you, almost Black Hat level and has lowered you in my eyes. Almost gutter level journalism. We have previously referred you to clients looking for SEO beyond basics, not any more my friend.

  • Reply
    scrnprinting
    September 12, 2015 at 4:53 am

    Currently i searching for good domain authority chinese directories.
    Will my website hurt if i get backlinks from other language websites?

    • Reply
      Chairman Migo
      September 13, 2015 at 10:52 pm

      You shouldn’t be hurt by other language websites linking back to your content if they are related to your business. Directories are not very useful and Google and other search engines have said you should not use directories for linking. But if the link is relevant to your content and it is a natural backlink than you shouldn’t have any problems.

    • Reply
      wenghonn
      June 25, 2016 at 1:48 am

      If you are looking for some quality backlnks provide you can check out below.i have been looking for services that can be trusted to help me to build backlinks from china ,i do engage a few in fiverr but the service is like crap.and i force to cancel the order.The communication with the seller is fiverr is really tough ,cause most of them do not speak or write good english.I came across with this website they do provide backlinks from china, so far so good.hope it helps u. https://chinamarketingshifu.blogspot.my/

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