Mastering Baidu SEO: Key Factors for Driving Landing Traffic in China's Digital Landscape

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Breakdown of Influencing Factors

As shown in the image, we need to break down the goal until it can't be further divided. SEO landing UV comes from the sum of clicks from multiple keywords. The click volume for each keyword equals the impression volume multiplied by the click-through rate. The main factors affecting impression volume are keyword search volume and average ranking; the factors affecting click-through rate are as follows:

Indexing (especially for products with massive pages)

Ranking (can be evaluated using the average ranking of the last month)

Rich snippets

TKD (title, keywords, description)

Factors Affecting Keyword Search Volume

Behind keywords are the needs of search engine users. We can't change the demand, so the best approach is to cater to it:

Create new products to meet popular search demands, or optimize existing products to hit more popular keywords.

It's worth mentioning that long-tail keywords can also be valuable. For example, articles on certain topics, although having low individual readership, can still contribute a considerable share of traffic to the company through massive content, surpassing "calculator" and other popular search products.

Factors Affecting Indexing

Can be crawled by spiders: must have inbound links, create a good Sitemap

Not too much spam content: focus on page quality, avoid the temptation of taking shortcuts

Factors Affecting Ranking

Rankings fluctuate but gradually stabilize over time.

"Page Quality"

"Good user experience"
"Good relevance"

Presence of external links (recommendation algorithm)

The more, the better
External links from non-spam sites are sufficient, no need to overemphasize the authority of the source site

What is "Good User Experience"?

The standard of the general public: Although it's hard to please everyone, it's not difficult to distinguish between good and bad experiences. For example, in mobile search, mobile pages are clearly better than transcoded or PC pages.

The standard of Baidu engineers: Judged by the criterion of maximizing the competitiveness of Baidu search. Although there are deviations from the former, the differences are narrowing.

What is "Good Relevance"?

Simply put, it means delivering what you promise, providing the content users need as accurately and comprehensively as possible. For example:

Use text titles that correspond to keywords

Page content addresses users' related needs. For instance, users searching for "social insurance and housing fund calculator" may have a related need to understand "what social insurance and housing fund mean". This can be appropriately addressed through text prompts. Common methods for identifying related needs include: actual search experience, Baidu News experience, related article experience, and the "demand map" feature of Baidu Index.

Use related articles. If resources are lacking, write some. Help users solve more problems.

Summary

There is no single absolute evaluation criterion; the overall principle is "good user experience".