By the end of 2024, China had about 1.11 billion internet users. And with time, this number is only going to climb higher. China also became the largest ever online retail market for 12 years consecutively, with transactions reaching a whopping 2.16 trillion U.S dollars.
That right there is an opportunity.
A huge one that’s too good to pass up for any global business or marketing professional.
The only thing holding you back now is your approach. If you’re thinking that translating your website and running a couple of ads on Google will help you break into the digital market in China, you might want to think again, because that’s not how China SEO works.
The SEO you’re used to in the West just doesn’t cut it here. Everything in China is different — user behavior, search engines, and even the Chinese SEO regulation.
So, how do you do SEO on that side of the world? Here’s everything you need to know to get up to speed with SEO in China.
Understanding China’s SEO Landscape
While the West uses Google for its everyday searches, China uses its own. One of these includes Baidu, holding the largest share, 53.1 %, in China.
Main Differences Between Baidu and Google
While Baidu is often referred to as the “Google of China”, the two couldn’t be more different. Here’s how:
The Language and Content
Baidu puts language, content, and cultural nuances at the center of what it does. It prioritizes simplified Chinese that resonates with its larger Mandarin-speaking audience. Google, on the contrary, has a more global approach. Since they support multiple languages, they’re catering to users across the globe, with search results tailored to individual preferences and geographical location.
Technical SEO
Baidu prefers simple HTML pages that have clear meta tags as well as meta keywords, which Google no longer employs. This is also because Baidu’s crawler is a lot less advanced.
Compliance
When it comes to violations, Google only penalizes content that doesn’t adhere to local laws and generally operates with a certain level of transparency. Baidu, on the other hand, has strict Chinese government regulations that must be followed.
User Experience
Google tends to keep the user experience clean, with just one search bar sitting on a blank, white page. You get quick links to your Gmail, image search, and all your other Google account apps sitting neatly under a tab in the top right corner.
Baidu, on the other hand, is a lot more lively. It’s got trending news right where you can see it and all the shortcuts you could need listed on the left side of your screen. This approach works perfectly for Chinese users who prefer having everything they’re looking for in one spot.
8 Essential Steps for China SEO Success
China has a huge digital market that’s just waiting to be explored. But if you’re going to play, you’ve got to play by a different set of rules here. If you’re looking to improve your organic reach, these 8 essential steps for success in China SEO are going to be the only starter pack you need.
1. Host Your Website in Mainland China (and Obtain an ICP License)
To improve your website’s visibility and speed for users in China, it’s best to host it within Mainland China. Search engines like Baidu favor locally hosted sites, which can lead to better rankings and faster load times.
However, hosting in China requires an ICP (Internet Content Provider) license issued by the Chinese government. This license is mandatory for all websites hosted on Mainland servers:
- ICP Filing (ICP备案): For non-commercial sites.
- ICP Commercial License (ICP经营许可证): For commercial websites that sell products or services.
To apply, you need:
- A registered business in China.
- A domain name matching the business entity.
- A local hosting provider.
Without an ICP license, your site may be blocked or pushed down in search results. While a CDN in Hong Kong or other regions can help with speed, it won’t offer the same SEO or compliance benefits as local hosting.
2. Conduct Keyword Research in Simplified Chinese
Chinese users typically use Simplified Chinese when searching online. Unlike English queries, which are often short and direct, Chinese searches tend to be longer and more descriptive.
For example, instead of “SLA 3D打印机” (SLA 3D printer), users are more likely to search for “光固化3D打印机” (stereolithography 3D printer), which better explains the technology.
To rank well on platforms like Baidu, it’s not enough to translate keywords directly. You need someone with native-level fluency or Chinese SEO expertise who can identify the right search terms, accurately localize your content, and align it with real user behavior.
3. Optimize Metadata, HTML, and On-Page Elements
Unlike Google, Baidu still cares very much about meta keywords and meta descriptions, so make sure to include them properly. Since Baidu’s crawler isn’t as advanced, you need a website that’s clean and easy to crawl.
Also, since YouTube isn’t available in China, you’re better off hosting your videos on Chinese platforms like Youku or Tencent Video. Relying on foreign video hosts will only slow your website down or, worse, cause your videos to be blocked, which will only harm your SEO in the long run.
4. Create High-Quality, Localized Chinese Content
If you’re simply translating your English website to Chinese and calling it a day, you’re doing it all wrong. Translation alone is simply not enough.
Your website content needs to be written in such a way that it resonates with your Chinese users. It needs to feel natural, and the only way that’s possible is by using local phrases, slang words, cultural references, and focusing on topics that really matter to them.
Hiring native writers or professional Chinese translators who know your industry helps your website content connect better. When the content feels relevant, people stay longer, engage better, and eventually, help improve your SEO.
Website Localization Example – McDonald’s
5. Optimize for Baidu’s Algorithm
You already know now that Baidu isn’t like Google. If you’re going to optimize your content, you might as well do it to match the algorithm. Here’s how:
- Make sure your site loads fast and uses HTTPS.
- Your site must work perfectly on mobile devices
- Update your content regularly to show Baidu your site is active.
- Keep your navigation clear and simple for easy crawling.
- Submit your sitemap to Baidu Webmaster Tools.
- Avoid heavy use of JavaScript since Baidu struggles with it.
6. Build Backlinks from Authoritative Chinese Websites
Google declaring the death of backlinks may be a little exaggerated, but it’s safe to say that Google’s priorities have definitely shifted. With that said, backlinks still matter a lot in China. But quality beats quantity every time.
If you’re going to get your website to rank, you’ll need links from authoritative Chinese websites. This includes government portals, universities, well-known news outlets, and popular local blogs that carry the most weight.
If you want to earn high-quality backlinks, we recommend working with local PR agencies or partners to build a real relationship.
7. Prioritize Mobile Optimization
People do everything from their phones nowadays, but nobody does it quite like China. With over 1.4 billion smartphone users, to say mobile traffic dominates the Chinese internet would be an understatement. If your website isn’t fully optimized for mobile, you’re not just falling behind—you’re missing out on massive growth opportunities.
Chinese users expect fast, responsive, and easy-to-use mobile experiences. Slow load times, clunky navigation, or outdated layouts drive users away—and Baidu notices. Poor mobile performance can lead to lower search rankings.
Here’s what mobile optimization for China looks like:
- Fast loading speeds even on slower connections
- Clean, responsive layouts that adjust to various screen sizes
- Touch-friendly navigation with minimal pop-ups
- Compressed images and lightweight code to reduce load time
- Mobile-friendly fonts and clear CTAs
8. Leverage Chinese Social Media & Local Platforms
If you think Chinese social media platforms just connect people, you might want to think again. Popular apps like WeChat, Weibo, and Xiaohongshu are actively shaping search rankings. Why? It’s simple — Baidu and other Chinese search engines take social engagement into consideration.
When you’re posting and sharing your website content across these social media apps, you’re essentially amplifying your reach, driving valuable traffic, and boosting your brand’s visibility. Beyond social media, when you establish a presence on trusted local review sites and popular marketplaces, you’re building credibility and trust with Chinese consumers.
Local backlinks and social signals work together to strengthen your Chinese SEO. This means your brand is a lot more seen and respected, because in the Chinese market, trust is everything.
Are You Ready to Connect with Your Chinese Audience?
China’s got the world’s largest digital market. Are you ready to tap into it and explore the endless opportunities it has to offer?
With a digital landscape that’s unlike any other, the online market here requires patience, local insight, and a tailored strategy. It’s not just about translating your website or copying what works elsewhere. It’s about adapting to Chinese search engines, user behaviors, and government regulations. Yes, it’s complex and takes effort, but the payoff is huge.
Winning in China’s search engine world means showing up consistently, respecting the local rules, and building authentic connections with your audience.
If you’re ready to start your journey, EC Innovations is here to support you. Our expertise in SEO localization and professional Chinese translation services can help your brand stand out and succeed in this unique market. Contact us today to learn how we can help you reach Chinese audiences effectively.
