China Marketing Blog
Last week I posted about how to generate a list of Chinese keywords for SEO purposes. Following up on that, I'd like to give some tips on how to evaluate that list of keywords. Which keywords should be used and which shouldn't?
Somebody recently asked me how they should go about creating a list of potential keywords for their Chinese SEO campaign. They already had an English-language website that was tailored for search engines.
I wrote this post to answer their question. Note that some of my advice below is specific to thinking up keywords for a localized Chinese SEO campaign and some is applicable to keywords for any language.
Now, to start, I’d like to tell you what NOT to do. If you’re coming from the background of English-language marketing, you need to get this into your head:
This is meant to be a thorough, informative guide to Baidu Analytics, also known as Baidu Tongji or 百度统计. Google Analytics has been used as the basis of comparison since it is the most used web analytics tool in the English-reading world.
This guide will be updated periodically.
It was last updated on: Mar 1, 2013.
Reasons to use Baidu Tongji
Before you decide whether or not you’d like to use Baidu Tongji, consider some of the benefits it provides.
On Chinese websites, chat boxes are ubiquitous. Chinese consumers are accustomed to having a chat feature available, and they expect customer service very quickly, if not instantly.
In most cases, the consumers can find the information they want on the website… So why do consumers still want to chat with online support staff?
Somebody recently asked me:
Would Baidu's advertising platform would be a good way to reach Chinese-reading Internet users based in Australia?
To answer this, it's important to know how much Baidu search traffic there is in Australia. For that matter, how much Baidu search traffic is there outside of China in total? How about USA, the UK, Canada?
Inbound marketing usually involves the posting of content on other websites in order to promote a target business. The content will almost certainly contain a link back to the target business.
When doing this type of marketing, we not only need to consider the value of the link. We must also consider the value of the content itself. We must ask ourselves:
“How much value does a piece of content posted on another website bring to my business?”
I’ve had more than a few potential clients of our Chinese SEO services ask me if we will guarantee rankings for a set of keywords. The arrangement they’re looking for is one in which the SEO vendor guarantees that the client’s website will rank within the top 3 or top 5 positions for several predetermined keywords. If some terms do not remain within the top few rankings, the SEO company either doesn’t get paid, or they have to work to regain the rankings.
The Swiss brand valuation agency BV4 recently released the report “The Most Valuable Social Media Brands 2012” (pdf
The total online transaction volume reached 2.2 trillion Chinese Yuan in 2011. With that massive figure, and other promising trends in Chinese Internet usage, it’s clear that e-commerce has a bright future in China.
I’ve put together a few graphs to give you an overview of the online payment market in China. (Thanks to iResearch for the useful data.)
I used to receive a lot of inquiries from Baidu pay per click clients about getting the top spot in the Baidu paid ad results. They’d say things like “I absolutely must be number 1, regardless of how much more we have to pay” and “How come my site isn’t number 1 anymore? Please help me get back to number 1 right away.”