Why is keyword research important?
Baidu is the leading search engine in mainland China with over 70% market share. Whilst China's other key native search engines (Qihoo's 360 Search and Sogou) represent additional opportunities, it's Baidu that should be prioritised when targeting the country's internet users.
For marketers seeking to improve visibility in the organic search results of Baidu, the first step is to identify the search queries used by the target audience. By conducting thorough research over a variety of sources to identify keywords which are relevant and have as high traffic as possible, a set of strategically important keywords can be determined and form the basis of all on-page and off-page website optimisation efforts.
All research is conducted by a native Chinese-speaking search marketer, who is experienced with local research tools and the additional complexities of working with Baidu. This blend of technical, marketing and linguistic skills is the most effective method of discovering relevant keywords on Baidu and is something that cannot be achieved by applying a translation process.
The outcome of the research will be a report that shows a categorised list of keywords and corresponding data, such as estimated daily search volumes.
We recommend that research is refreshed on a regular basis to identify changes in the patterns of search on Baidu.