With more than 500 million Internet users, China is far and away from the world’s largest online market. Their largest Chinese program, Baidu, has quite 407 million users, with around 78 per cent share of the entire Chinese search users.

Since being founded in 2000, the corporate has shown remarkable growth and is consistently highly profitable. The numbers are impressive and it should be worthwhile to any international online marketer considering the dimensions and scope of the market they serve.

Beginner Guide On Baidu: How to start on Baidu?

But how does one start with search marketing on Baidu? 

Before you go any longer, ask yourself if it’s even worthwhile? 

Baidu’s business model is to sell its advertising via agencies. It isn’t easy to open an immediate account.

Baidu has hundreds, if not thousands, of “agencies” but many aren't what we might expect within the West, most of Baidu’s agencies are mere “resellers” of Baidu’s advertising programs. However, there are many agencies in China that do offer added value services, as do a couple of overseas companies that usually have subsidiary branches in China.

If you ever run into anyone claiming to be the “exclusive” provider and agency for Baidu, it’s baloney.

Beginner Guide On Baidu: Paid Search on Baidu

Business entries into new geographic markets are often amid tedious bureaucratic processes so as to line up a business and begin operating during a foreign country – and China is almost never an exception. Here are some tips that provide insights into the way to affect Baidu.

Before opening an account with Baidu, make sure that your website is suitable for a Chinese audience in which the name of the corporate is clearly displayed. it's also important that the location be translated in Simplified Chinese and in Mandarin.

You need to supply Baidu with the subsequent documents so as to open an account:

A letter authorizing your chosen agency, if you've got one, to manage your account.

A copy of your Chinese Business Registration with ‘original copy’ written in black ink and signed with the corporate official signature stamp (cop) and copies of all other licenses there could also be permitting you to sell certain products and services in China. For instance, if you're selling medical products, then you'd have to provide a governmental license permitting you to try to do so.


Baidu may request other licenses, including your Internet Content Provider license and you want to be prepared for this.

If you don’t have a license to work in China and don't require one (a hotel within the USA as an example), then you would like to try to an equivalent as a Chinese company but send your local company registration documents with the words original copy signed by a politician of the corporate in black ink.

If you've got no Chinese business presence, confirm that information about your overseas company registration is out there. If you're meaning to use e-commerce, confirm that you simply can handle Chinese debit and credit cards issued by Union Pay. If not, 95 per cent of Chinese users won't be ready to purchase anything from you online!

Any Chinese licenses for goods or services, if required, must be displayed, as should information about your Chinese business registration. it's crucial that the knowledge on the location reflects precisely the information given to Baidu when opening the account. If it doesn't, then the location is going to be rejected!

Baidu will determine if you're allowed to sell and advertise in China and can invite further documentation if there's any doubt.

As of today, Baidu normally requests a non-refundable deposit of 5,000 RMB plus a 600 RMB found out fee. This is often slightly below $900 U.S. Of course, you can’t send U.S. money unless special circumstances allow it and Baidu doesn't accept credit cards from foreign accounts.

Your agency is probably going to supply funding to Baidu on your behalf, but be warned, it isn't entirely uncommon for little Baidu agencies/resellers to escape together with your media funds and shut their shop. Use a legitimate agency and you ought to be fine.

Beginner Guide On Baidu: Organic Search on Baidu

Provided your site is linked to a site in China also provided your site is in Chinese, preferably Simplified Chinese, then it'll be spidered by Baidu. so as to be sure that your site is being listed in Baidu, it’s an excellent idea to host in China behind the Chinese firewall.

Although sites outside of China are included in Baidu’s index, this isn’t always assured. For obvious reasons, sites with a .cn domain, which are hosted in China, get a big boost by Baidu.

Baidu takes into consideration all the quality SEO disciplines, including title tag, meta descriptions, links and link content, and body content.

On Baidu, links matter a lot! you'll get them in China from directories and other peer-reviewed sites.

Unfortunately, most social media sites and other popular sites exclude Baidu’s spiders thanks to the Chinese internet censorship.

Beginner Guide On Baidu: Baidu Tools

All tools provided by Baidu, for both paid and organic search, are in Chinese. However, a variety of third-party packages support Baidu analytics, paid search, and other aspects you'll wish to urge data on.