Keyword research is the cornerstone of successful Baidu SEO.

Unlike Google, Baidu operates with a unique algorithm tailored to Chinese user behavior and cultural context. This guide breaks down actionable steps and tools to help you conduct keyword research for Baidu, empowering your website to thrive in China’s competitive digital landscape.

TL;DR: To optimize your keywords for Baidu SEO: Review Baidu’s algorithm preferences to ensure your site follows best practices such as localization and loading speed. Collate relevant keywords using Baidu-specific tools like Baidu Keyword Planner and Baidu Index. Analyze keyword demand, focus on long-tail phrases, and consider cultural nuances. Integrate keywords naturally and refine your strategy with ongoing performance monitoring.

Understanding Baidu's search algorithm

Baidu algorithm updates have included Hurricane 3.0 in 2019 – which devalues websites that lack a clear topical focus – and Breeze 4.0 in 2021 – which penalises websites with inaccurate titles.

As of 2024, Baidu’s search algorithm typically prioritizes:

Keyword relevance: Like Google, Baidu takes note of how relevant the keywords are within the content, while also avoiding keyword stuffing.

Keyword density is less than 1% on average for top-ranking pages.

Content freshness: Older domains with a history of consistent content updates tend to rank higher.

Local relevance: Baidu emphasizes localized content, favoring content written in Simplified Chinese. Even for non-Chinese queries, Baidu tends to prioritize Chinese-language content. 

Loading speed and technical optimization: with its Lightning algorithm (闪电算法) introduced in 2017, Baidu tends to favor mobile web pages that load within two seconds on the first screen. Pages that take three seconds or more to load are often suppressed in search results.

Responsive design: With most users browsing via mobile, responsive sites are rewarded (which is a move away from separate mobile pages which historically catered to a need for mobile sites).

Metadata optimization: Meta tags, descriptions and titles help Baidu understand the content of web pages, increasing the effectiveness of indexing.

Social signals: top-ranking pages often include Chinese social media integrations, and engagement on social media platforms like Weibo and WeChat can positively influence rankings.

How to find keywords for Baidu SEO

Laying a solid foundation for your Baidu SEO strategy is key to achieving high visibility. Here’s how to find keywords tailored for Baidu:

Start with core keywords

Identify terms that directly relate to your business or products. Think like your target audience:

What problem are they trying to solve?

What specific features do they value in your product?

Use Baidu auto-complete

An easy way to find common search queries is to use Baidu’s autocomplete feature to discover trending terms. For example, inputting “电商” (e-commerce) might generate related terms like “跨境电商” (cross-border e-commerce) or “电商运营方案” (e-commerce operation plan).

Baidu auto-complete

Explore Related Searches

You can also explore “related searches” (相关搜索) on Baidu to discover searches that users commonly pair with your initial query.

Baidu related searches

Localized keywords

In the Chinese market, localization also involves cultural alignment, regional dialects, and search habits. For instance:

The word “cheap” can be expressed as “便宜” (piányí) in Mandarin, but in certain regions, alternative slang like “划算” (huásuàn) may resonate more with users.

Work with local partners to properly localise keywords or reach out to work with some of our partners.

Map keywords to the customer journey

Awareness stage: general queries like “what is Baidu SEO?” or “how to improve website speed in China”.

Consideration stage: comparative phrases like “Baidu SEO tools vs Google tools” or “best e-commerce platforms in China”.

Decisions stage: actionable terms like “buy [product]” or “sign up for [service]”.

Baidu-specific keyword tools

Leverage tools designed for the Chinese market to expand your keyword list:

Baidu Keyword Planner

Accessible through a Baidu PPC account, Baidu Keyword Planner provides insights into search volumes and related keywords in a similar way to Google’s keyword planner in Google Ads.

Example use case:

Let’s say you’re marketing eco-friendly products in China:

Input a seed keyword like “环保产品” (eco-friendly products).

Baidu Keyword Planner might suggest terms like “环保家居用品” (eco-friendly home products) or “节能电器” (energy-saving appliances).

Analyze search volumes and trends to determine which terms resonate most with users.

Refine your content strategy to incorporate high-potential keywords naturally into your website.

Baidu Index (百度指数 - Baidu Zhishu)

Similar to Google Trends, Baidu Index offers data on keyword popularity and trends over time. You can use it to monitor seasonal trends, assess keyword longevity, identify regional keyword targets and use demographic data to tailor content.

Example use case:

Let’s say you run an online education platform targeting Chinese students:

Search for a term like “在线学习” (online learning) in Baidu Index.

Analyze the trend data to find when search interest is highest—likely around exam seasons or the start of the school year.

Explore regional data to identify cities with the most interest in online education, like Guangzhou or Chengdu.

Adjust your content marketing strategy to include location-specific keywords such as “广州在线学习课程” (online learning courses in Guangzhou).

Third-Party Tools

Chinaz - Chinaz is a free tool that analyzes keywords based on daily searches, traffic data, CPC (cost-per-click) and related keywords.

Aizhan Keyword Tool - Aizhan offers long-tail keyword suggestions based on user-inputted keywords and allows tracking of keyword performance.

AccuRanker - Accuranker is a tracking tool that monitors organic search results on Baidu, helping users analyze keyword performance over time.

5118 - 5118 provides insights into general keywords, related long-tail keywords, CPC, daily search volume and competition levels.

Tip: Document and organize your keywords

If you’re not using a tool that includes a keyword list builder, you can use a spreadsheet to organize your keywords into categories (e.g., product keywords, service keywords, long-tail keywords). You could include columns for:

Search Volume: Data from Baidu tools.

Competition Level: Estimated from competitor analysis.

Priority: Based on business goals and potential ROI.

This structured approach ensures your keyword list remains actionable as you progress with Baidu SEO.

Analyzing keyword demand and competition

Understanding keyword demand helps you prioritize your efforts.

Use Baidu Index and Baidu Keyword Planner to find keywords with:

High Search Volume: Indicates strong interest.

Low Competition: Easier to rank for, especially in niche markets.

Baidu Index 2024

Long-tail keywords

Long-tail keywords target specific user intent, often leading to higher conversion rates.

Examples include:

General keyword: “数字营销” (digital marketing)

Long-tail keyword: “跨境电商最佳数字营销公司推荐” (best digital marketing agencies for cross-border e-commerce)

By targeting the long-tail keyword 跨境电商最佳数字营销公司推荐, you attract users with a clear intent to find and compare agencies specializing in cross-border e-commerce. This specificity not only aligns with Baidu’s preference for exact matches but also improves conversion rates by addressing niche user needs.

Cultural and linguistic nuances

A keyword that performs well globally may fall flat in China without cultural adaptation. Here are some considerations to ensure relevancy:

Engage native speakers: Work with Chinese marketers or linguists who understand local nuances.

Account for cultural holidays: For instance, e-commerce spikes during Singles’ Day (光棍节).

Avoid controversial phrasing: Some terms may have unintended connotations in Chinese, which can deter users.

Integrating keywords into your content

Integrate keywords seamlessly into your site to improve both SEO and user experience. Target placements like:

Titles and meta descriptions.

Headers (H1, H2) and subheaders.

Image alt text and URLs.

Blog posts, product descriptions, and FAQs.

As mentioned earlier in the blog, you should avoid keyword stuffing, as it detracts from readability and leads to penalties. Focus on high-quality, user-friendly content.

Monitoring and refining your keyword strategy

SEO is not static! You need to continuously analyze and adjust your strategy, which these tools can help with:

Baidu Webmaster Tools: Tracks indexing issues and site performance.

Baidu Tongji (Analytics): Monitors user behavior, traffic sources, and keyword effectiveness.

Regularly review metrics like bounce rates and keyword rankings to identify areas for improvement.

Effective keyword research for Baidu SEO requires understanding Baidu’s algorithm, leveraging the right tools, and considering cultural nuances. By applying the strategies in this guide, you can improve your website’s visibility and attract a more targeted audience in China.

Looking to get your website visible and ranking successfully in China? Connect with Chinafy to optimize your site’s speed, functionality, and compatibility with Baidu.