Book Review: SEO For China

Book Summary: SEO for China

“SEO for China” is a comprehensive guide to understanding search engine optimization within the unique digital ecosystem of mainland China. While global SEO practices provide a foundation, China’s online landscape is shaped by its distinct platforms, government regulations, consumer behaviors, and dominant search engine Baidu. Authors Kun Tang and Marcus Pentzek—both deeply experienced in Chinese and international SEO—combine theory, practical insights, and years of field experience to help businesses succeed in reaching Chinese users online.

The book argues that SEO in China remains an underestimated marketing channel, despite its massive potential, and provides a roadmap for navigating technical, cultural, and strategic challenges.

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Part 1: The Internet Landscape in China

• Websites – Chinese websites often appear visually crowded to Western users, with dense linking and heavy text usage. This linking culture benefits both users (easy navigation) and search engines (fast content discovery).
• Social Networks – Since global platforms like Facebook, Twitter, and Instagram are blocked, China has its own vibrant ecosystem: WeChat (messaging, payments, apps), Sina Weibo (microblogging), Douyin (TikTok’s Chinese twin), Xiaohongshu (social commerce), QQ, and Toutiao (news aggregation). These platforms are indispensable for digital visibility.
• Usage Trends – Mobile dominates, with over 65% of internet access in China happening via smartphones. Mobile apps and payments are deeply integrated into daily life.
• Search Engines – Google left China in 2009, leaving Baidu as the dominant search engine (84% share in 2022). Competitors like Sogou, Qihoo/360, and Shenma exist but play smaller roles. The book details Baidu’s SERP features (ads, images, videos, maps, featured snippets, sidebars) and its algorithm updates (e.g., Ice Bucket, Hurricane, Breeze), which target spam, malicious practices, or poor user experience.
• E-commerce – Instead of standalone online shops, Chinese consumers trust mega-platforms (Alibaba, JD.com, Pinduoduo). Brands typically operate within these ecosystems rather than independently.

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Part 2: Fundamentals of SEO

• White Hat vs. Black Hat SEO – While black hat methods (buying backlinks, keyword stuffing) exist, Baidu is increasingly penalizing them. Sustainable strategies focus on content quality, trust, and technical compliance.
• Search Engine Mechanics – Crawling, indexing, and ranking are explained in detail.
• SEO-Friendly Websites – Guidance on site structures (flat vs. hierarchical linking), internal links, content strategies, and avoiding pitfalls like heavy Flash/JavaScript use.

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Part 3: SEO for China (Practical Guide)

This section forms the core of the book, offering step-by-step tactics:

• Domains & URLs – Recommendations for TLDs (.cn), structuring Chinese-language subdomains or subfolders, and designing clean, keyword-rich URLs.
• Keyword Research – Importance of user intent (Know/Do/Go keywords), brainstorming, competitor analysis, and the critical role of native speakers. Tools include Baidu Keyword Tool, Dragon Metrics, and Searchmetrics.
• On-Page Optimization – Best practices for titles, meta tags, headings, keyword placement, content size, density, and assisting keywords. Practical notes on bilingual/multi-language content are included.
• Technical SEO – Covers site speed, hosting inside China, ICP licensing, firewall considerations, CDNs, MIP (Mobile Instant Pages), and structured data.
• E-A-T for Baidu – Expertise, Authority, and Trustworthiness are adapted for the Chinese context. Trust signals include ICP licenses, Baidu’s “official website” verification, WeChat/QQ presence, Alipay/WeChat Pay options, and server location.
• Link Building – Good backlinks are those from Chinese websites that drive real traffic. Links from outside China, non-Chinese anchors, or paid sidebars are discouraged. Link audits, professional networking, and content marketing are stressed.

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Final Words

The book closes by reinforcing that SEO in China is both an art and a science. While many principles mirror global SEO, China’s unique platforms, regulations, and cultural expectations demand tailored strategies. Sustainable success requires patience, cultural fluency, technical adaptation, and a focus on trust and authority.

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📌 Conclusion

“SEO for China” provides not just a manual for ranking on Baidu, but a holistic playbook for entering China’s digital market. From understanding the Great Firewall and ICP licensing, to crafting keyword strategies informed by native speakers, to leveraging platforms like WeChat and Douyin, this book equips marketers with actionable strategies for one of the most complex and lucrative online markets in the world.

📚 Review Summary of SEO for China (Amazon Readers’ Feedback)

Although there are no U.S. reviews, international readers—particularly from the U.K., Germany, and Canada—praise SEO for China highly, consistently awarding it 5 out of 5 stars.

Key Themes from Reviews

1. Comprehensive & All-Encompassing
   • Readers note that the book is the most complete resource on China SEO and Baidu optimization, surpassing scattered guides or blogs available online.
   • Owain Lloyd-Williams, an experienced China SEO professional, calls it “all you need to know about China SEO.”
2. Practical & Insider Knowledge
   • Ingo W. highlights that the book is written by true insiders, providing answers to every technical detail of China’s unique SEO landscape.
   • The book is credited with not only improving Baidu SEO strategies but also serving as a framework for other specialized search engines like Naver (Korea) and Seznam (Czech Republic).
3. Clear, Structured, and Accessible
   • Multiple reviewers emphasize its clear structure and readability, making it equally valuable for SEO beginners and seasoned professionals.
   • Boris Wartenberg stresses that it’s “well and clearly structured, written in an understandable way.”
4. Correcting Misinformation
   • Florian Gerner found it especially valuable for debunking myths spread by blogs, learning how many supposed “facts” about Baidu SEO are inaccurate or unfounded.
5. Up-to-Date & Practical Guidance
   • Tommy from Canada highlights that the book delivers current, actionable advice for Baidu SEO, written in a way that’s informative yet easy to digest.

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⭐ Overall Consensus

• The book is regarded as the definitive guide to SEO in China, praised for its combination of theory, practical insights, and meticulous detail.
• Suitable for both novices entering Chinese SEO and experts seeking to refine strategies.
• Its global applicability (beyond China) also makes it a strategic reference for SEO across different regional search engines.

👉 In short: Readers see SEO for China as an indispensable handbook for navigating one of the world’s most complex and lucrative digital markets.

Video on the book: SEO for China the Playbook

FAQ – Frequently Asked Questions

1. What is “SEO for China” and who are the authors of the book?

“SEO for China” is a specialized guide to Search Engine Optimization (SEO) tailored for the Chinese market, with a primary focus on the Baidu search engine. The book emphasizes that while global SEO principles share similarities, the Chinese internet landscape, dominated by Baidu and unique social media platforms, requires specific strategies. The authors, Kun Tang and Marcus Pentzek, are prominent figures in the digital marketing and SEO industry.

Kun Tang, who founded Jademond Digital over twelve years ago in China, brings extensive experience in Baidu SEO since his return to China in 2009. His agency, Jademond, specializes in white hat SEO across various Asian search engines and languages. Marcus Pentzek, a former Chief SEO Consultant at Searchmetrics and now a partner and Director SEO at Jademond Digital, has been an SEO consultant since 2008. He gained significant experience with Chinese social media and Baidu while working in Beijing and later conducted the world’s first data-based analysis on Baidu SEO Ranking Factors. Their combined expertise underpins the comprehensive advice offered in the book.

2. How does the Chinese internet landscape differ from the rest of the world, especially concerning search engines and social media?

While sharing fundamental similarities with the global internet in terms of websites and social networks, the Chinese internet landscape is distinct due to its unique ecosystem and the “Great Chinese Firewall.” Key differences include:

• Search Engine Dominance: Unlike the global market dominated by Google, Baidu is the undisputed leader in China, holding an 84% market share overall (94% in mobile search in early 2022). Other Chinese search engines like Sogou (5%) and Qihoo (2%) play lesser roles, while international engines like Google and Yahoo are largely inaccessible or have minimal presence.
• Social Media Ecosystem: China has developed its own robust social media platforms due to restrictions on Western services. Popular examples include WeChat (a comprehensive super-app offering messaging, payments, and mini-programs), Douyin (the original Chinese version of TikTok, increasingly integrated with e-commerce), Xiaohongshu (a social shopping platform akin to Instagram), Sina Weibo (a microblogging service similar to Twitter), and QQ (a long-standing instant messaging service).
• Mobile Usage: Chinese users heavily favor smartphones, with over 65% of internet usage in February 2021 occurring on mobile devices. This trend influences content consumption and e-commerce, with apps playing a central role.
• E-commerce Platforms: The Chinese e-commerce market is dominated by large, trusted platforms like Taobao, Tmall, and JD.com, with individual online shops generally less popular for initial purchases by less-known brands.

3. What are the key differences between Baidu’s algorithms and Google’s, particularly regarding updates and content evaluation?

Baidu’s algorithms, while aiming for similar goals as Google’s (delivering the best search results), exhibit some notable differences, particularly in transparency and certain ranking factor emphasis:

• Algorithm Update Communication: Unlike Google, which often keeps major updates under wraps or provides vague announcements, Baidu is more transparent about the targets and intentions of its algorithmic updates. This openness aims to help Chinese webmasters comply with Baidu’s quality standards, especially in identifying and combating webspam, copied content, and artificial backlinks.
• Emphasis on Local Context: Baidu focuses heavily on the mainland Chinese market. This means it prioritizes content in Simplified Chinese Mandarin and favors websites hosted within China or those with clear local signals (e.g., ICP licenses, local addresses, Chinese communication methods).
• Backlink Evaluation: While Baidu has introduced algorithms to penalize link schemes (like Scindapsus Aureus), it is suggested that Baidu still, to some extent, responds positively to a high volume of links, sometimes even over pure quality, though this is evolving. The quality of backlinks is increasingly tied to their relevance, originating from Chinese-hosted and Chinese-language websites, and their ability to drive actual user traffic.
• JavaScript and Rendering: Baidu’s compatibility with JavaScript for content rendering has historically been less advanced than Google’s. While improving, Baidu still processes JavaScript-heavy content slower, favoring plain HTML for critical content and links.
• Schema.org and Hreflang: Baidu does not currently support Schema.org structured data markup or Hreflang tags, which are important for international SEO on Google.
• Subdomain Treatment: Unlike Google, which often treats subdomains as separate entities, Baidu considers subdomains as part of the main domain, allowing them to inherit some authority. This can be a strategic advantage for segmenting content in China.

4. What are some of Baidu’s specific algorithm updates and what do they target?

Baidu frequently updates its algorithms, often with clear targets to improve search quality and user experience. Some notable updates include:

• Scindapsus Aureus (2013): Targeted websites involved in buying or selling backlinks and advertorials, aiming to devalue these manipulative practices.
• Pomegranate (2013) & Ice Bucket (2014-2018): Focused on user experience, devaluing websites with excessive ads, pop-ups, interstitials, or those aggressively pushing mobile app downloads over mobile website usage.
• Skynet (2016) & Beacon-fire Program (2017, 2019): Aimed at penalizing websites with malicious code, those attempting to collect private user information illegally, or those engaged in user hijacking (e.g., redirecting users or preventing back-button navigation).
• Blue Sky (2016): Devalued publisher websites selling advertorials and removed them from consideration as news sources for Baidu News.
• Hurricane (2017, 2018, 2019): Specifically targeted copied, plagiarized, or low-quality curated content, emphasizing the importance of original content. The 3.0 update also penalized websites without clear topical focus, especially those used for questionable link building.
• Baiduspider Https Fetch Upgrade (2017): Promoted websites using the more secure HTTPS protocol, encouraging webmasters to migrate for better crawling and ranking.
• Lightning (2017): Prioritized faster-loading websites in mobile search results, penalizing slower ones, highlighting the importance of page speed for user experience.
• Thunder (2017): Penalized websites attempting to manipulate rankings through fake or forced clicks on search results.
• Aurora (2018): Penalized websites using fake or random publication dates to appear more up-to-date.
• Drizzle (2018) & Breeze (2017, 2018): Focused on combating title fraud, clickbait titles, and misleading download buttons, ensuring snippet accuracy and user trust.

These updates collectively demonstrate Baidu’s ongoing efforts to enhance the quality and trustworthiness of its search results for Chinese users.

5. What are the best practices for domain and URL structure for SEO in China?

For optimal SEO in China, especially with Baidu, careful consideration of domain and URL structure is crucial:

• Top-Level Domain (TLD): While a .com domain can rank well and is used by many major Chinese brands, using Chinese ccTLDs like .cn, .com.cn, .net, or .org is recommended to build trust with Chinese users. Less common or foreign ccTLDs may receive fewer clicks due to lower user trust, even if ranked.
• Domain Name: Domain names should be short, simple, and easy to remember. Using Pinyin (latinized Chinese characters without tone marks) is preferred over Chinese characters in the URL for better usability and tool compatibility. Avoiding the number ‘4’ is advised as it sounds similar to “death” in Chinese.
• Subdomains vs. Subfolders: For international websites, a dedicated Chinese ccTLD (.cn, .com.cn) is generally preferred for the Chinese version to clearly signal its Chinese-only content and enhance local presence and trust. If a ccTLD isn’t feasible, a subdomain (e.g., cn.example.com) is the next best option. Baidu treats subdomains as part of the main domain, allowing them to inherit some authority, which can offer a “head start” compared to a completely new domain. Subfolders (e.g., www.example.com/cn/) are considered less ideal if the domain hosts multiple languages, as Baidu might view the entire domain as less focused on a Chinese audience.
• URL Design – Speaking URLs: URLs should be “speaking,” meaning they clearly indicate the page’s content. Using Pinyin for descriptive URLs is good, but avoid Chinese characters directly in the URL due to potential display issues.
• URL Structures for Clarity: For complex websites, a clear hierarchical URL structure helps Baidu understand the site’s content and intention. Using subdomains for distinct user intentions (e.g., shop.domain.com.cn, blog.domain.com.cn) and subfolders for different topics within the same intention (e.g., www.domain.com.cn/shop/ladies/) is recommended. Baidu’s ranking data shows that URLs with an average of 2-3 folders often rank well, indicating the value of logical structuring.
• Trailing Slashes and File Extensions: Using trailing slashes for folders (e.g., /folder/) and file extensions for specific files (e.g., .html, .php) helps Baidu interpret the URL structure more clearly, although it’s not a direct ranking factor.

6. How important are keywords and content for Baidu SEO, and what unique considerations exist for the Chinese language?

Keywords and content are fundamental to Baidu SEO, similar to other search engines, but with crucial distinctions for the Chinese language and market:

• Keyword Intent: SEO still revolves around understanding user intent (Know-Keywords for information, Do-Keywords for transactions, Go-Keywords for navigation) and optimizing for keywords that align with the website’s goals. Baidu analyzes user behavior on SERPs to refine its understanding of keyword intent.
• Chinese Language Nuances:Mandarin & Simplified Characters: For mainland China, content must be in Mandarin Chinese using Simplified Chinese Characters. While many Chinese speakers worldwide can understand various dialects and character sets, Baidu prioritizes this specific combination for local relevance.
• Synonyms and Related Terms: Baidu, through analyzing millions of documents, learns about synonyms and related terms. Including these in content, even if not directly targeted, can enhance relevance for a broader range of searches.
• Keyword Density (Chinese Context): The concept of “keyword density” in Chinese is complex because Chinese is a phrase-by-phrase language, not word-by-word. Instead of strict percentages, a more practical approach is to include the main keyword naturally a few times (beginning, middle, end) and use relevant assisting keywords. Baidu’s top-ranking pages often have a keyword density of less than 1%.
• Content Size and Depth: Providing substantial, well-written text allows Baidu to evaluate the content more thoroughly and potentially rank for a wider array of long-tail keywords. The quantity of content should be comparable to top-ranking competitors while aiming for superior quality.
• Assisting Keywords (WDF x IDF): Leveraging the concept of “assisting keywords” – terms frequently appearing in high-ranking documents for a given topic but less common across unrelated topics – helps Baidu gauge content expertise and relevance. Brainstorming these terms with native speakers is crucial.
• English Content: Minimize English or other foreign language words in Chinese content and templates, as it can dilute the focus on the target Chinese audience.
• Visuals: Images are highly correlated with good rankings on Baidu (95.5% of top-ranking pages use at least one image). While Baidu doesn’t interpret image content directly yet, using descriptive filenames (Pinyin, no Chinese characters), alt attributes (Simplified Chinese Mandarin, 20-50 characters, sometimes with keywords), and title attributes (additional info) helps Baidu understand their relevance and signals user-centric design.
• HTML Markup: Proper, semantic HTML5 markup (e.g., <strong>, <em>, <main>, <nav>, <footer>) helps Baidu understand content structure and hierarchy. However, avoid practices like wrapping links around headlines, as it sends conflicting signals. Only one H1 tag is recommended, placed within the <main> content area.

7. What are the crucial technical SEO considerations for the Chinese market, particularly concerning page speed and server location?

Technical SEO for the Chinese market necessitates specific considerations due to the unique internet infrastructure and Baidu’s preferences:

• Page Speed: This is a paramount ranking factor for Baidu, especially given the high mobile usage in China. Websites with faster loading times receive a ranking boost, while slow sites are penalized.
• Great Chinese Firewall (GCF): Websites not hosted on mainland Chinese servers must pass through the GCF, which performs live scanning, significantly slowing down load times and potentially blocking resources or entire sites.
• Server Location: Hosting your website on a mainland Chinese web server is highly recommended for optimal speed and to bypass the GCF’s impact. Choosing locations within China with good internet connectivity (e.g., Beijing, Shanghai, Chengdu) is beneficial.
• Content Delivery Network (CDN): For multinational websites, an international CDN with at least two server locations in China can optimize speed globally without manual load balancing.
• ICP License: Obtaining an Internet Content Publishing (ICP) license, which requires a local company address in China, is essential for hosting on Chinese servers or joining a China-based CDN program. While not a direct ranking factor for all sites, it enables critical speed optimizations.
• Resource Hosting: Host all resources (JS, CSS, fonts, images) on your own Chinese server or a China-based CDN. External resources from Western services (Google, Facebook, Twitter, YouTube, jQuery) are often blocked or slow, negatively impacting user experience and Baidu’s perception of the site’s optimization for the Chinese market.
• MIP (Mobile Instant Pages): Baidu’s version of AMP, MIP, was suspended in 2020, so it’s no longer a viable speed optimization technique.
• HTML, JavaScript, and CSS Optimization:Lean HTML: Keep HTML source code as clean and lean as possible, with minimal nesting, to facilitate faster rendering for users and Baidu bots.
• Minimal JavaScript: Use JavaScript sparingly for content or links. Baidu’s JavaScript rendering capabilities are still developing, so relying on plain HTML for critical elements ensures better crawlability and indexing. If JS is necessary, exclude it to external, cached files, load asynchronously, and combine multiple files to reduce connections.
• Optimized CSS: Divide CSS into critical (above-the-fold) and non-critical sections, embedding critical CSS directly in the <head> and loading the rest externally. Combine CSS files to minimize requests and use shrinking scripts to reduce file size.
• SSL/HTTPS: Baidu heavily supports HTTPS, with over 50% of top-ranking pages already using it. Implementing SSL certificates is crucial for security and a positive ranking signal.
• Robots.txt and XML Sitemaps: Ensure robots.txt allows Baidu to crawl all necessary resources. Provide an up-to-date XML sitemap to help Baidu discover and index pages, especially deeply linked ones.
• Baidu Webmaster Tools (Zhanzhang): Utilize Baidu’s tools to push new or updated URLs for faster crawling and indexing. This is vital to ensure your original content is picked up quickly before potential copycats.

8. What are the most important factors for building Expertise, Authority, and Trust (E.A.T.) in Baidu SEO?

While E.A.T. is a Google-coined concept, similar principles apply to Baidu, often with Chinese-specific trust signals. Baidu implicitly evaluates these factors to determine content quality and ranking:

• Expertise:Content Depth and Relevance: Demonstrated by using appropriate terminology, providing comprehensive information, and utilizing relevant content formats (tables, lists, images) that meet user expectations. Baidu constantly tests and observes user behavior to understand what constitutes “expert” content for specific queries.
• Regular Content Updates: Especially for “evergreen” content, consistently updating and verifying that the expertise offered aligns with or exceeds competitors’ helps maintain strong rankings.
• Authority:Backlink Profile: Similar to Google, Baidu values backlinks from reputable websites. While the quantity of links might still hold some sway, the quality is increasingly important. Strong correlations exist between various authority metrics (like Searchmetrics SEO Visibility, Page Strength, and LRT Power * Trust) and ranking performance on Baidu.
• Trust: This is perhaps the most distinctive area in China, with several specific signals:
• ICP License: While not strictly mandatory for all Baidu indexing, an ICP license signals a legitimate, China-based company adhering to Chinese laws, building trust with both users and Baidu. It is a prerequisite for local hosting, which is crucial for speed.
• Baidu Official Website / BaoZhang Icons: Baidu provides “Official Site” badges to verified websites and “BaoZhang” (warranty) icons, especially for paid results, assuring users of authenticity and offering compensation for scams. These are powerful trust signals directly from Baidu.
• Local Communication Channels: Providing openly accessible Chinese contact information, such as:
• Local Phone Number: Especially regional mobile numbers, which signal local presence.
• WeChat ID: The most popular communication app in China for customer service.
• QQ ID: Another widely used instant messaging service.
• Official Weibo Account: A strong channel for digital marketing and a trust signal.
• Server Location: Hosting on a mainland Chinese server acts as a trust signal, indicating a commitment to the Chinese market, as it requires a local company presence.
• Local Signals (Addresses): Physical addresses in prominent Chinese cities (e.g., Beijing, Shanghai) in the website footer further enhance local relevance and trust.
• Chinese Payment Systems: Integrating Alipay and WeChat Pay on e-commerce sites boosts trust, as these are the most widely accepted online payment solutions.
• Website Age: An older, established website naturally accrues more trust over time, signaling a serious and reliable business.
• Backlinks from Trusted Chinese Websites: Earning links from authoritative Chinese platforms, especially Baidu Baike (Baidu’s Wikipedia) and other Baidu services, provides immense trust due to Baidu’s internal validation of their content.

Mindmap on SEO for China:

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