Best Practice on Baidu: A Basketball Example

Charles Soon

In a recent blog post "Chinese Digital Strategy: Baidu is only the Beginning", I explained why Baidu is often the gateway to other information portals and how search marketers should strategize to take advantage of page one Baidu rankings for high volume keywords. In China, ranking your own product or brand website on page one of Baidu is still ideal. However, ranking for high volume keywords can be difficult when Baidu has a tendency to rank its own content or large information portals on page one.

In the probable event page one visibility is not feasible, search marketers need to consider and explore alternative strategies.

What does rank on Baidu?

The National Basketball Association enjoys immense popularity in China. The NBA trumps China's own basketball league, the Chinese Basketball Association (CBA). As a sports brand, the term "nba" is easily one of the most searched for sports keywords within China.