SEO Services for China

for Baidu & Co

Want to win visitors and clients through Baidu & Co?

Are you looking for a way to market your business in the Chinese market? Search engine optimization (SEO) is an effective strategy that can help businesses reach their target markets and increase website visibility. With the right SEO tools and strategies, you can take your business to the next level and gain a competitive edge. Work directly with the team responsible for the latest SEO for China book and the only existing Baidu SEO Ranking Factors Correlation Study: Kun Tang and Marcus Pentzek.

Founder and CEO, Kun Tang

Kun Tang

Founder and CEO
Kun has more than 15 years of experience in Chinese Digital Marketing, leading one of the most successful SEO companies in China, with more than 100 successful client projects. Together with Marcus he wrote the most indepth book on SEO for China.
Partner and Director SEO, Marcus Pentzek

Marcus Pentzek

Partner & Director SEO
Marcus has more than 15 years hands-on experience in international SEO for successful brands. He created the world's first Baidu SEO Ranking Factors Correlation Study in 2020, the most comprehensive guide on Baidu Updates and wrote the book "SEO for China" together with Kun.
Office Manager

Jia Jia

Office Manager
Without her, our office would probably just be a room full of chairs – she's the true cog that keeps us spinning!
Chinese Social Media Specialist Job Opening

Mingze Dong

China SEO Consultant
Mingze learned SEO from the best and manages our Chinese, Korean and Japanese SEO campaigns in Tianjin office.
Chinese SEO Specialist Job Opening

Maybe You?

Young SEO Enthusiast
For Tianjin we are looking for new SEO staff. If you are experienced in SEO or if you want to learn professional White Hat SEO for China, we are the right company for you to apply at.
Chinese Social Media Specialist Job Opening

Maybe You?

Young Social Media enthusiast
We want you! Chinese Social Medias are the new search engines and optimizing our client's WeChat, Weibo & co will help them getting found.
How can we help you?
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SEO for China is more than SEO for Baidu

Search engine optimization (SEO) is an essential marketing discipline that seeks to help businesses be easily found in searches online. While traditional web search engines such as Baidu are still important, modern consumers also search for products and services on a wide array of platforms. To maximize visibility and reach in the Chinese market, it is essential to create a holistic SEO strategy that takes into account all these channels. At Jademond Digital Tianjin, our experienced professionals understand the nuances of this unique market and can develop an effective SEO strategy tailored specifically to your business needs. This comprehensive approach will ensure maximum impact and help you stand out from your competition.


  • What are the most important Web Search Engines in China?
    The most important (web) search engines in China are Baidu, Qihoo and Sogou. However, people search not only on Web Search Engines on the web. Sometimes they do not seek to find a website.
  • Which alternatioves to classical Web search engines exist in China?
    You might be aware that many product searches are not performed on Baidu any more, but they happen in Tmall and JD search directly. Similary happen entertainment driven searches on the different Social Media platforms. Some of these searches are not even actively performed by the users, but they are AI initiated.
  • What is the meaning of an AI initiated search and how to optmize for it?
    People using Social Media apps often just scroll down their feed. They are presented with content they like and that might be interesting to them. This content is curated and sorted by the app's AI based on the user's likes, hearts and the screen-time they spent watching different videos or posts. The app's AI learns what is interesting to the user. Optimizing your own company's content for this form of AI-search means creating content that possibly resonates with such searches. Producs content in your niche that already shows to work well.
  • Does that mean Baidu SEO is dead?
    No, Baidu SEO is certainly not dead. Around 80% of all internet users in China still utilize Baidu to search for information, companies, and products. Even if there is more activity on other platforms, Baidu still remains an important source of traffic for businesses.
  • Do I need a hosting-server in Mainland China?
    Contrarily to what some experts may say, a hosting server in Mainland China is not required for effective ranking on Baidu. However, having a hosting server in Mainland China may help address issues such as slow loading speeds and IP ranges being blocked due to illegal activities.
  • Do I need a .cn or domain to rank well in China?
    According to the 2020 Baidu SEO Ranking Factors Correlation Study by Searchmetrics, 90% of the URLs that appear on Baidu's Top 10 do not have a Chinese ccTLD (Country Code Top Level Domain). However, Chinese TLDs show a positive correlation for higher rankings (Position 1-3) compared to lower rankings (Position 7-10). Additionally, more Chinese TLD domains have begun to gain strength in 2023. Although it is possible to achieve good rankings with a .com website, we advise utilizing a Chinese TLD if possible.
  • Does my website need to have an ICP-License to achieve good rankings on Baidu?
    No, a website does not need to have an ICP-License to achieve good rankings on Baidu. Many websites without an ICP license are ranking in China, which suggests that they may not even be hosted in the country. However, having an ICP license can serve as a sign of trustworthiness to both users and Baidu, ensuring that the website is following Chinese law and can be ranked without fear of leading visitors to illegal content.
  • Can I use one Chinese website for Mainland China, Hongkong and Taiwan?
    No, you cannot use one Chinese website to target audiences in Mainland China, Hong Kong, and Taiwan. While all three places may use languages similar to each other, they can vary in terms of script and vocabulary. In Mainland China and Taiwan, people speak Mandarin Chinese but the script is different. In Hong Kong, people speak Cantonese Chinese but the scripts are the same as in Taiwan. Additionally, even though Mandarin Chinese is spoken in both Taiwan and Mainland China, they may have developed locally different vocabularies. Therefore, you will need to create different Chinese websites to target audiences in the three different locations. For the largest audience, Mainland China, you will need to use Mandarin Chinese written in Simplified Chinese.
  • Do I need to translate everything - including the URLs?
    According to a 2020 Baidu SEO Ranking Factors correlation study, having keywords used in URLs does not appear to be a major ranking factor. URLs can be written in English, numbers, IDs, Chinese syllables in Pinyin form, or even Chinese characters - and Baidu can easily cope with all of these forms. Therefore, URLs do not necessarily need to be translated to Chinese characters or Pinyin in order to be successful in terms of search engine rankings.
  • What about Meta-Tags in Baidu SEO?
    It is a myth that Baidu pays attention to the Meta-Keywords tag. This has been confirmed by Baidu spokesman Lee on one of the Baidu Webmaster help forums. Experiments with Meta-Keywords and Meta-Description have also shown that they have no effect on organic SEO rankings on Baidu. Even though the keyword usage in the Meta-Description does not seem to impact rankings, it is still recommended to include them as they are highlighted in the search results if they match the user's query.
  • Keyword Density is surely important, isn't it?
    The recommended keyword density for Baidu SEO is often said to be 6%-10%. However, this would make content spammy and difficult to consume for the user. Baidu algorithms are becoming better at detecting and punishing spammy practices, so it is irresponsible to suggest such tactics. Studies have shown that the highest ranking websites tend to have a keyword density of less than 1%. When considering SEO strategies, it is best to avoid such outdated and ineffective practices.
  • Do we need to avoid Javascript on our websites?
    Many outdated articles claim that Baidu is unable to read or execute Javascript, but this is inaccurate. Just like Google, Baidu is capable of reading and executing Javascript. While Baidu may not be as proficient in dealing with more complex JS applications, they are still able to do so. When it comes to crawling, Baidu uses two different crawlers: one that reads the HTML source and another that executes JS. The JS-executing crawler requires more energy to perform and is less frequently used, meaning that businesses should not rely heavily on content loaded through JS technology.
  • I heard Baidu crawlers only read 100KB of a website. Is that true?
    This is an outdated myth from over 12 years ago. Baidu is perfectly capable of analyzing long pages and, in fact, the Baidu SEO Correlation Study showed that longer content pages often perform better than shorter ones.
  • Chinese websites often have overloaded headers and footers. Is that necessary for Baidu SEO?
    Contrary to what many Baidu SEO agencies may claim, websites do not need overloaded headers and footers to optimize their sites for Baidu SEO. Rather, the focus should be on creating a website experience that is beneficial and enjoyable for human visitors. Having all important pages linked to early, and easily found through navigation and click paths is beneficial for both human visitors and search engines. This helps with Baidu SEO, as well as Baidu Update proof. Therefore, a website template or homepage should be built with the human visitor in mind, and an XML-Sitemap can be used to help search engines quickly find all pages of the website without overwhelming visitors.
  • I see many Chinese websites have a separate Mobile website. Is that recommended for Baidu SEO?
    The prevalence of subdomains is a relic from the past, when responsive web design was not yet available. Today, it is recommended that businesses make use of modern responsive web design techniques to ensure that both their desktop and mobile websites are kept up-to-date and synchronized. This is especially important for SEO performance, as Baidu gives preferential treatment to mobile-optimized sites. Baidu's official recommendation is in fact to make use of responsive web design.
  • How is it with Backlinks and SEO for Baidu?
    Unethical SEO agencies may recommend buying low-quality backlinks in order to get quick, high rankings on Baidu. However, Baidu has implemented various algorithm updates such as the Baidu Money-Plant to punish link sellers and link buying websites. Utilizing such tactics might bring short term success, but businesses risk getting fully banned from Baidu rankings. Additionally, unlike Google, there is no way to disavow backlinks or to request reconsideration if a website is punished by Baidu for such activities. Thus, it's important to use legal ways to get backlinks, such as utilizing official Baidu UGC channels to provide good content and answers in return for a high-quality backlink.
  • When looking at Baidu SERPs, there seem to not rank "normal" websites at all. Does SEO for Baidu make sense?
    It is true that Baidu ranks their own services such as Baidu Baike, Baidu BaiJiahao, Baidu Tieba, or Baidu Zhidao for many search queries. Areas that are not occupied by these services are often filled by large Chinese websites such as,,,,, and Despite this, SEO for Baidu still makes sense as targeting longtail keywords can still yield positive results. The secret to traffic from Baidu Search is Longtail SEO, as aiming for the short head keywords is not likely to yield organic results.
  • So my company can not rank for Shorthead keywords on Baidu?
    While it may not be likely that your company will rank for shorthead keywords on Baidu with its own website, there are still ways to get your brand representation in the SERPs for high search volume keywords. One way is to make use of existing services that are already ranking, such as Baidu's own Zhidao or the free quora-like competitor of Zhidao called Zhihu. On these platforms, providing high-quality answers to questions posed by users can bring attention to your brand. Additionally, some of these services allow for a link to be dropped to your website or an official account to be purchased in order to connect readers directly to your website. Optimizing for shorthead keywords is still important for your Longtail SEO strategy.
  • Doesn't a Long Tail strategy mean to receive less visitors from SEO?
    A Long Tail SEO strategy does not mean simply replacing one high search volume keyword with one low search volume keyword. It is more about understanding the potential customer and their needs for answers. It is about understanding the search intent behind a query and providing the most useful answer, page, or content available on the internet to meet that intent. By optimizing for long tail keywords, a page may not be visited by many people, but those who do visit will have very specific search queries and be more likely to convert into leads. Thus, a long tail approach allows for higher quality traffic that is more likely to take action.
  • Which influence will chatGPT or China's alternative generative AIs have on SEO in China?
    Baidu's ERNIE Bot (文心一言 / Wenxin Yiyan), Tencent's HunyuanAide chatbot, Alibaba's Tongyi Qianwen as well as OpenAI's GPT / chatGPT have the power to generate human-like text with less effort. The result of this is an influx of low-quality content, which Baidu must now contend with. While the AIs can produce well-written text, the way they are used (typically with cheap and poorly designed prompts) leads to a lower quality than what would be expected. Text agencies that invest time and effort into research and prompt engineering can still produce high-quality content, but it will not be as inexpensive a solution as one might believe.
  • What about SEO for the other channels mentioned above?
    Every alternative search engine follows their own rules. It is important to identify which channels your target audience are most active on and tailor SEO efforts to these. For instance, if you are looking to rank for product searches, it is essential that your business has an account on Tmall or JD. You should also research your competition, offer better products than they do, and optimize product names and texts to target specific search queries. The most important Tmall SEO ranking factor, once the Onpage elements such as titles and content have been optimized, is sales. Tmall prioritizes products that are likely to generate revenue, so it is important to generate traffic for your products through ads and create sales. Taking these rules into consideration, our agency can help you leverage the channels that will best reach your target audience.
  • OK, I am convinced. What are the next steps now?
    The first step is to fill out the contact form at the bottom of our page. Let us know about your project, challenges, goals, and your Chinese website (if you have one already - we couild help with that as well). We will review your request and get back to you promptly to schedule a meeting. If we think that our services can help, we will provide you with an offer.
A Promise from Marcus Pentzek, Jademond's Director SEO

Director SEO Marcus Pentzek

Kun Tang, the founder of Jademond Digital and I, we are dedicated to providing high-quality SEO services for the Chinese market. We have been passionate about this field for over 10 years and have seen various agencies pushing their clients to use spam techniques in order to achieve top rankings. This kind of tactics goes against the rules set by Baidu and can put websites at a high risk of being penalized. However, these agencies often don't recognize or care about the consequences. We want to combat this approach and take pride in delivering SEO services that are of the highest quality. For this, we stand behind with our names.


We look forward to working with you and helping you reach success!

Marcus Pentzek, Director SEO
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