Details

Baidu SEO


Baidu SEO

Challenges and Intricacies of Marketing in China
1. Aufl.

von: Véronique Duong

139,99 €

Verlag: Wiley
Format: EPUB
Veröffentl.: 29.06.2017
ISBN/EAN: 9781119368748
Sprache: englisch
Anzahl Seiten: 160

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<p>SEO practices for Baidu and other Chinese search engines are little known in the Western world. However, in order for a company to promote itself successfully in the Middle Kingdom, it is absolutely necessary to go online in China. Chinese SEO is not only about working on the on-site and off-site aspects of a site, there are also many administrative tasks to take into account: the creation of a site in China can pose governmental problems (obtaining a Chinese mobile line, applying for an ICP license, proving that the company is well established in China, etc.)</p> <p>In order for readers to understand how SEO and web-marketing works in China, tips, advice and case studies are presented throughout this book.</p>
<p>Preface ix</p> <p>Introduction xiii</p> <p><b>Chapter 1 Baidu, Its Services and Its Competitors 1</b></p> <p>1.1 The history of Baidu 1</p> <p>1.2 Very “rich” Search Engine Results Page 2</p> <p>1.3 Baidu versus HaoSou and Sogou 4</p> <p>1.4 Baidu’s services 6</p> <p>1.5 Eye tracking on Baidu versus Google 7</p> <p>1.6 How does “BaiduSpider” work? 8</p> <p>1.7 Understanding the difference between crawl and indexing on Baidu 11</p> <p><b>Chapter 2 Technical Advice and Tips for Baidu SEO 13</b></p> <p>2.1 Purchasing a domain name with a “.cn” extension 13</p> <p>2.2 Choosing a domain name 13</p> <p>2.3 Hosting a site in Hong Kong and/or in China 14</p> <p>2.3.1 Recommended hosting companies 16</p> <p>2.3.2 Case study 17</p> <p>2.4 Chinese mobile telephone line 18</p> <p>2.5 Optimizing an HTML code for Baidu 19</p> <p>2.6 Is HTTPS protocol incompatible with Baidu? 20</p> <p>2.7. “Baidu MIP”, a new feature for mobile pages in 2016 22</p> <p>2.8 Encoding a Chinese site 24</p> <p>2.9 Baidu’s “Webmaster Tools” 25</p> <p>2.10 Check that the robots.txt complies with the Baidu guidelines 27</p> <p>2.11 How should a robots.txt with a high number of restrictions be managed? 28</p> <p>2.12 Tags and attributes that are not compatible with Baidu 30</p> <p>2.12.1 The rel=“canonical” attribute does not work on Baidu 30</p> <p>2.12.2 The hreflang attribute does not work on Baidu 31</p> <p>2.12.3 Micro data tags (Schema.org) do not work in Baidu 32</p> <p>2.13 Baidu’s V1, V2 and V3 icons 33</p> <p>2.14 The “official site” icon on Baidu (官 网) 35</p> <p>2.15 The Pomegranate algorithm (石 榴) 37</p> <p>2.16 The Money Plant algorithm against external spam links 37</p> <p>2.17 Sitemap for Baidu 39</p> <p>2.18 Submitting URLs to Baidu automatically 39</p> <p>2.19 Adapt your mobile site to Baidu 42</p> <p>2.20 Declaring a mobile site in Webmaster Tools 43</p> <p>2.21 Baidu’s official good practices for optimizing a mobile site 44</p> <p>2.22 Why should you have a Responsive Design site? 45</p> <p>2.23 Managing the redesign of a site for Baidu 47</p> <p>2.24 Simple and ordinary URLs for Baidu 49</p> <p>2.25 URL formats for press sites for Baidu news 50</p> <p>2.26 The negative impact of empty internal results pages 50</p> <p>2.27 Problems with link analysis and Rapid Positioning 51</p> <p><b>Chapter 3 Semantic and Editorial Advice and Tips for Baidu SEO 53</b></p> <p>3.1 Baidu Index: a useful platform for studying search trends 53</p> <p>3.2 Baidu’s keyword generation tool 54</p> <p>3.3 Keywords and ranking: Term Frequency–Inverse Document Frequency statistics 55</p> <p>3.4 The length of the title and meta description meta-tags 56</p> <p>3.5 The influence of keywords on Baidu SEO 58</p> <p>3.6 The importance of keyword density 59</p> <p>3.7 Strategy for keywords and SERP analysis 61</p> <p><b>Chapter 4 Subjects Related to Baidu SEO 65</b></p> <p>4.1 Baidu Certified Marketing Specialist certifications 65</p> <p>4.2 Baidu’s browser 66</p> <p>4.3 Connecting to a social network directly from the SERPs 68</p> <p>4.4 Chinese e-commerce and Baidu SEO: current trends 69</p> <p>4.5 AutoNavi is outperforming Baidu Maps 71</p> <p>4.6 Social networks and Baidu 71</p> <p><b>Chapter 5 Methodology of a Baidu SEO Campaign 75</b></p> <p>5.1 First step: kick-off meeting 75</p> <p>5.2 The SEO project reverse schedule 76</p> <p>5.2.1 How is a Gantt chart created? 77</p> <p>5.3 The technical audit for Chinese SEO on Baidu 80</p> <p>5.4 The semantic audit for Chinese SEO on Baidu 81</p> <p>5.5 Keyword analysis 82</p> <p>5.6 Optimizing Chinese meta-tags 83</p> <p>5.7 Optimizing headings tags 85</p> <p>5.8 Optimizing textual content 86</p> <p>5.9 Optimizing Chinese URLs 88</p> <p>5.10 Optimizing text anchors 89</p> <p>5.11 Optimizing images 91</p> <p>5.12 Optimizing breadcrumbs 92</p> <p>5.13 Dragon Metrics: a special position monitoring tool for China 92</p> <p>5.14 Netlinking: searching for external links 94</p> <p><b>Chapter 6 Beyond Baidu SEO 97</b></p> <p>6.1 Advice on SMO optimization for WeChat 98</p> <p>6.2 Advice for social marketing on Weibo 100</p> <p>6.3 Mei Nu in China: a marketing method 104</p> <p>6.4 Wang Hong (网 红): the new online promotion model 106</p> <p>Conclusion 111</p> <p>Glossary 113</p> <p>Bibliography 121</p> <p>Index 123</p>
<p><b>Véronique Duong</b>, is the author of <i>Baidu SEO: Challenges and Intricacies of Marketing in China</i>, published by Wiley.</p>

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