Baidu SEO - A Practical Guide

1. 2013-04-19 [School] Baidu SEO - A Practical Guide (https://speakerdeck.com/androchen/baidu-seo-a-practical-guide/)
2. 2013-05-03 [School] Baidu SEO II (https://speakerdeck.com/androchen/baidu-seo-ii)

Transcript

1. Baidu SEM & SEO
 - A Practical Guide 2013/4/19" Andro Chen 陳俊安" andro0929@gmail.com" beBit Taiwan
2. Outline •  Introduction" •  System – SEM & SEO" •  Practice – Tools & How-to (ALiBaBa)" •  Comparison – Baidu vs. Google" •  Conclusion" •  Q & A" •  Appendix" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 2
3. Andro Chen 陳俊安 •  New Part-time from 4/16(Tue.)" •  Programmer" •  Web developer" •  HTML, PHP, JavaScript" •  Android App Game" •  NTUEE ( ~ 2013/6)" •  Integrated Circuit Design" •  Game Theory in Wireless Network" •  Social Network Analysis " •  Machine Learning" •  Harmless, Friendly, Creative, Passionate, Hard-working" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 3
4. Scenario •  Website in 上海" •  How to rank high" in Baidu? 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 4
5. Search Engine Market Share 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 5 •  Jan 2012 – Jan 2013 in China
6. Terms •  SEM " •  Search Engine Marketing" •  ~= Paid search + SEO" •  Instant qualified traffic" •  SEO" •  Search Engine Optimization" •  Organic search results •  Site Structure, content, keywords" •  Long-term management" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 6
7. 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 7
8. SEO - Index •  Principal" •  Spider/Crawler => pre-process => rank" •  Structure" •  Website structure – HTML" •  Structure Optimization" •  Content" •  Page Optimization" •  Link Optimization" •  Keyword" •  Cheat/Punishment: Black Hat SEO" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 8
9. SEO - Principal 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 9 Spider / Bot / Crawler •  robots.txt •  Weight(Quality)" •  Freshness" •  Inbound Links" •  Distance of Files" Page Preprocessing •  Extract words •  MD5 Algorithm •  Forward Index •  Inverted Index Rank •  Search words preprocessing •  Document comparison •  Relevancy calculation •  Algorithms •  HITS, Google PageRank, TrustRank, Hilltop
10. HTML - HyperText Markup Language •  Structure(Bone) of a website" •  CSS – Skin, color" •  JavaScript – Brain, animation " •  Tag!" •  beBit’s code 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 10
11. 《Baidu SEO Guide 2.0》- How-to SEO •  Structure" •  <title></title>" "site_name + service_product_intro" "beBit | User-Centered Digital Marketing Professionals" •  <meta name="keywords" content=“…">" •  <meta name="description" content=“…">" •  <img src=“…” alt=“…”>" •  No important content on Flash, JavaScript, iframe" •  Shorter URL" •  301 redirect" •  To User, not to SE" •  Original content" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 11
12. Structure Optimization •  Sitemap" 
 " " " "relevant links ↑ 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 12
13. Page & Link Optimization •  Keywords in page content" •  First paragraph (i.e. first 100 words)" •  Close keyword pattern
 “SEO method“, “SEO … method …”" •  Links" •  Internal vs. External" •  Relevancy, wide sources" •  Natural anchor text" •  Quality > quantity" •  Reference competitors 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 13
14. SEO - Keyword •  Customized, content-related" •  Main keywords (<title>)" •  General keywords" •  Long tail keywords" •  Always stand in user's shoes" •  Localized, rather than globalized" •  Concrete keywords" •  Reasonable density" •  5% ~ 10%, 2 ~ 3 times" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 14
15. 《Baidu SEO Guide 2.0》- How-to SEM •  Baidu 推广" •  Web analytic tools" •  Baidu Index, Baidu Top; Google Analytics" •  Target: conversion rate, core value" •  Content-based: returning user" •  SNS: register user" •  EC: product sales" •  Traffic monitoring" •  Bounce rate" •  Exit rate" •  Page View Duration 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 15
16. Practice - ALiBaBa •  A Toy page example" •  SEO construct rules" •  Do SEO " •  Analyze" •  Improve" •  Validate 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 16
17. Baidu-Specific SEO •  Site Submit" •  Baidu's sites rank higher" •  Baidu Zhidao network (questions/answers)" •  Baidu Tieba (forum)" •  Baidu Kongjien (content community)" •  Social Booklet: Baidu Soutsang, Yahoo, Google, QQ" •  Keyword research" •  Baidu Index, Baidu Top, Paid Search Keyword Tools" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 17
18. Baidu-Specific SEO •  More backlinks" •  Trust: newspapers, government websites" •  More China" •  Host in China + /* local domain ".cn“ */" "( There are sayings that .cn is now garbage to Baidu )" •  100% Simplified Chinese" •  Translated landing page" •  More interesting & quality content" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 18
19. Comparison – Baidu vs. Google 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 19
20. Conclusion " " " "Content! " " " " "Original, Fresh 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 20
21. Conclusion •  Content" •  Update - Keep original & fresh" •  Rich in content and quality" •  External links, Internal links
 " •  Structure" •  Tags - <title>, <h1>, <img alt>, <meta>" •  Sitemap
 " •  Keyword" •  Research" •  Included in content for 2 ~ 3 times" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 21 •  User-friendly " = Search-engine-friendly" •  Submit pages & 
 Keep Analyzing
 " •  Don’t over-SEO"
22. Conclusion – Strategies •  SEO information" •  ALEXA Ranking" •  Domain's age" •  Baidu, Google's ranking" •  Traffic monitoring" •  Keyword ranking" •  SEO goals" •  Set target keyword and expected ranking" •  Set IP/PV" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 22 •  On-site SEO" •  Site title" •  Keyword distribution" •  Content update" •  External link, Internal link" •  Sitemap" •  Customized SEO strategy" •  Division of labor
23. Reference •  《Baidu SEO Guide 2.0》" •  《實戰SEO：60天讓網站流量增加20倍》" •  [ Baidu Baike – SEO ]  •  Web Articles" •  Wikipedia, Google Search" •  SEO SEM" •  baidu google SEO" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 23
24. " " " " " " " Q & A 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 24
25. " " " " " " Thank you!" " ありがとうございます! 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 25
26. Appendix – img SEO •  6 steps on Top Rank" •  Find the right images" •  Use the keyword(s) in the file name" •  Create descriptive alt text" •  The right anchor text" •  Make sure the image matches the content" •  Don’t stuff" •  More details on Webdesign tuts+  2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 26
27. Appendix – Movie clip > Official site •  Great question" •  I don’t know! I guess maybe nobody “really” knows why." •  Conjectures" •  Black Hat SEO if you think the page shouldn’t rank here" •  Sign: Bad content but lots of external links" •  Black Hat SEO – Cheat intro" •  Hidden links, hidden text – Not visible to users but exists and searchable" •  Paid Links, Link Farm, Keyword Stuffing, PR hijacking" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 27
28. Appendix – Baidu vs. Google SEM •  Baidu PPC Phoenix Nest vs. Google Adwords " •  Price >> Keyword Quality " •  Reason why keyword price is higher on Baidu" •  More characters allowed for title, description" •  Campaign and ad group names < 30 chars" •  Smaller set of negative keywords" •  Keyword research: Baidu Index vs. Google Trends" •  Baidu doesn’t have Conversion Optimization Tools, Auto-bidding, Re-targeting Tool" •  Both have PPC editing tool, conversion tracking, web analytics, content network optimization" •  More details on Baidu Wenku, Baidu Space, Redknot, Net Concept" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 28
29. Appendix – Search Engine Market Share" •  Reliable sources" •  StatCounter - More recommendations" •  W3Counter" •  Net Applications" •  Statowl" •  Clicky" •  Best? Accuracy?" •  Wikipedia has the summary table" •  Reference: what-is-the-best-browser-market-share-data-source" •  More details on Impressive Web and Search Engine Watch" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 29
30. Emphasis •  Always stand in users' shoes" •  SEO for user = SEO for search engine" •  Search engines want to find the best result for user" •  Content is everything - original & fresh" •  Links count" •  External links are often more important than internal links" •  Solve 95% basic problems" •  Then do some SE-specific tricks" •  Analyze traffic & appropriate keywords" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 30