Marcus Pentzek.pdf
本地来源：seo-llm/raw/seo知识库/TXT整理/PPT/2025 Shenzhen SEO Conference Speaker Slides/Marcus-Pentzek.pdf.txt
Beyond the Myths Marcus Pentzek 2025 Marcus Pentzek Partner & Director SEO • Online since 2001, building websites • Since 2005, Online Marketing • Since 2007 consulting on SEO • 2012 for 2 Years working for a Chinese e-Commerce • Since then looking into Baidu SEO • 2020 - the world’s first Baidu SEO Ranking Factors Correlation Study with Searchmetrics • 2022 - the most data driven Baidu SEO book together with Sun Tang • Since 2022 with Jademond, and launching the most comprehensive Baidu SEO Ranking Factors Cor. Study so far 2025 ? 2025 Live Poll … let’s get real! • Who in the audience is Chinese? • Of those Chinese people here - who lives in China? • Who does actually use Baidu search regularly? • And who rather turns to 微信, 抖 , 红书, …? • Who uses (any) Social Media App instead? 小 音 2025 Perceived Usage Trends 100 75 50 25 0 2025 So Baidu SEO Is Dead … or is it? 2025 The 4 Major Assumptions About Baidu SEO Myth or Truth? 1.Nobody uses Baidu 2.You need .cn domains 3.Server location in China is mandatory 4.Baidu takes so many rankings that SEO doesn't make sense 2025 1. Nobody uses Baidu Perceived Usage Trends 100 75 50 25 0 2025 Search Engine Users In China from CNNIC reports projected data 2025 Internet Users In China (Internet Penetration Rate in December 2024 of 78.6% vs. 93% in the USA) from CNNIC reports projected data 2025 2. You Need .CN Domains Semrush Blog, Gary Stevens, Oct 24, 2018 2025 Baidu Prefers .CN over .COM? 2025 Baidu Ranks CN Domains Higher? 2025 Chinese Domains on the Internet World Wide Websites in China .CN Websites in China .CN Websites elsewhere 3.8 Million 2.33 Million 2025 Websites in China .CN Websites World Wide Most Visible Domains on Baidu by Searchmetrics SEO Visibility Searchmetrics, 2018 2025 TLDs in Baidu SERPs 2023/2024 Baidu Ranking Factors Correlation Study >70% .com 2025 Data excluding baidu.com sub-domain rankings .CN Domains Rankings 2023/2024 Baidu Ranking Factors Correlation Study vs. 2020 2025 3. Server Location In China Is Mandatory WHY? sinorbis.com 2025 3. Server Location In China Is Mandatory For the ICP License. And for … 2025 Server Location Is Not A Baidu Preference PageSpeed is! Web Server in China Website Visitor in China Web Server in Other Country 2025 Website can have a decent enough PageSpeed when not hosted in Mainland China! 4. Baidu takes so many rankings that SEO doesn't make sense https://www.searchenginejournal.com/baidu-ranking-factors-data-study/503023/ 2025 Baidu SERP “ 企业管理系统” (Small Business Management System) AD 小 2025 #1 Baidu SERP “ 企业管理系统” SEO #2 Baike (Small Business Management System) AD 小 2025 Baidu SERP “ 企业 什么ERP系统” (What ERP systems do small businesses use?) AD 用 小 2025 AD Baidu SERP “ 企业 什么ERP系统” (What ERP systems do small businesses use?) AI #1 SEO AD #2 SEO 用 小 2025 Real Client Data - Organic Search Visitors B2B Services Business 2025 Real Client Data - Organic Search Visitors B2B Services Business 2025 Real Client Data - Conversions From Baidu Organic Search Visitors 2025 The 4 Major Assumptions About Baidu SEO Myth or Truth? 1.Nobody uses Baidu 2.You need .cn domains 3.Server location in China is mandatory 4.Baidu takes so many rankings that SEO doesn't make sense 2025 But There is Still Some Truth To The Perceived Usage Trends B2C Web Search Social Media Specialized Apps 2025 B2B Information Information Transaction Inspiration Transaction Inspiration 2025 Search Behavior China vs. Europe / America Aspect Europe / USA China Default Starting Point Google is the universal entry point for most search types, even when specialized platforms exist. Search often begins directly in specialized platforms depending on intent; Baidu is not the default for all searches. E-commerce / Product Searches Many searches start on Google, then move to Amazon, eBay, or price-comparison sites. Product searches start directly on platforms like Taobao, JD.com, Pinduoduo — rarely Baidu. Social-driven Product Discovery Social media (Instagram, TikTok, Reddit, Twitter/X) plays a role but is secondary to Google. Social platforms like Xiaohongshu (RED), WeChat, and Douyin are primary for product reviews & recommendations. General Information & Knowledge Google dominates for factual and informational queries; Wikipedia, Quora, Reddit used for deeper dives. Mix of Baidu and vertical platforms: Zhihu, Baidu Zhidao, Baidu Wenku, Baidu Baijiahao for community-driven or document-based content. B2B Search Google + LinkedIn, industry websites, and specialized databases. Baidu remains a strong option for industry-specific queries; also tradespecific directories and industry forums. AI Search Tools Impact ChatGPT, Perplexity, Claude are growing but still complement Google — not replacing it. AI tools are emerging but most searches still occur within established platform ecosystems. Behavioral Pattern “Google-first” mentality — even when better niche tools exist, people often start with Google. “Platform-first” mentality — search starts where the content type lives; Baidu used selectively. 2025 For any form marketing it is important to know where to nd your target audience … … in China, that might eventually not always be Baidu fi 2025 Baidu Services in SERPs Baike, Baijiahao, … 22.5% 21.1% 14.5% 13.5% 8% 7% 3% 2025 Google Services in SERPs Flights, Products, … 22.5% 21.1% 14.5% 13.5% 8% 7% 3% 2025 Baidu Services in SERPs Probability for Organic Rankings Baidu Properties Ranking 2025 For Baidu SEO it is more important, to not just rank the own website … … but the Own Brand on all Ranking Platforms ll e w s a e s O e E h t S e ugh . l y g l e o hro v o i t i G dt s r o o n f p a g r s n b i M g e L n h L t a e h g c c n n i e ly ank u w lo or r o in s f s t i t t s s Thi ot ju s, bu n orm … atf pl fl 2025 2025 Baike Zhidao Baijiahao Aicaigou 2025 welding equipment 焊接设备 2025 2025 Which laboratory balance is best? 实验室天平哪家好 2025 Published on 2024-04-03 Edited on 2025-07-07 2025 广 Owned (paid) 告 (Ads) Owned (UGC) Baijiahao (Baidu) Owned (UGC) Zhidao (Baidu) Owned (UGC) Bilibili (3rd party) 2025 But Traditional Website SEO still drives tra c to the website as well ffi 2025 Baidu Webmaster Tools Search Performance Data of real client accounts. Chrome Extension: 2025 Baidu Webmaster Tools Search Performance Data of real client accounts. Chrome Extension: 2025 Baidu Webmaster Tools Search Performance Data of real client accounts. Chrome Extension: 2025 The type of non-branded keywords B2B websites can expect gaining visitors for. Short Head Juicy Body Long Tail 2025 Short Head Juicy Body The Long Tail in China is just much longer and worthwhile Long Tail 2025 2025 is China focused 2025 International Website Multi Lingual Chinese Website Chinese Only Hreflang Hreflang -> Extra XML Sitemap only for Language Selector Page 2025 Some Di erences Language Experts already have in mind 1.There is not one spoken “Chinese” 1.Mandarin - Mainland China / Taiwan / Singapore 2.Cantonese - Hong Kong (and Guangdong) 3.Many other dialects - Throughout China The Mandarin in Mainland, Taiwan and Singapore is still di erent (like English is in the USA, UK, Australia, India, South Africa …) ff ff 2025 Some Di erences Language Experts already have in mind 1.There is not one written “Chinese” 1.Traditional Chinese - Taiwan / Hong Kong 2.Simpli ed Chinese - Mainland China The Traditional Chinese in Hong Kong and in Taiwan is di erent due to the di erence between Mandarin and Cantonese. ff ff ff fi 2025 Some Tech Di erences The SEO might not be aware of 1.Canonicals - not cross domain 2.Hre ang - not adopted Add me on Linkedin 3.Noindex - does not work 4.404 / 301 - take a long time to show e ect 5.Schema.org - not adopted 6.JavaScript - is (partly) supported (not as well as on Google) 7.Baidu Webmaster Tools - are … well … they could be better ff ff fl 2025 Title Length: 50-70 Characters Desktop: ~580 pixels Mobile: ~920 pixels Title Length: 30 Characters Title: 60 B Description: 200 B No Structured Data … just good old Image SEO 2025 Some Similarities Or rather a lot of Similarities 1.Optimize for Intention - not keywords 2.Optimize for the User - not for the Bot 3.But keep the Bot’s limitations - in mind 4.Provide a good UX - that includes Page Speed 5.Provide the Content - Users look for 6.Build Authority - yeah, Backlinks are still a topic 7.Build your Brand - People like Brands - so does Baidu 2025 Aspects might have expected seeing on this Talk 1.What is a good Backlink? - an organic Backlink 2.Where to buy Backlinks? - you better don’t 3.What about the ICP License? - needed for Mainland Hosting 4.What about V-Label, O cial Website, … - good to have 5.Meta-Keywords - they don’t matter 6.Frequent Content Updates - do you think Baidu is stupid? 7.… ffi 2025 Some last Notes that won’t a ect Rankings, but are still good to pay attention to. 1.Chinese Characters in Domain-Names - register and redirect 2.Chinese Characters in URLs - don’t - they look ugly when C&P 3.Pīnyīn with Tónè Mǎrks in URLs - don’t - they look ugly when C&P 4.Pinyin without Tone Marks in URLs - they still make extra long URLs 5.English in URLs - pretty commonly used 6.Numbers / IDs in URLs - pretty commonly used 7.… ff 2025 Algorithm Updates 2025 2025 What about AI and LLMs in China? That’s a whole New Story! 2025 Marcus Pentzek Partner & Director SEO Connect with me: /in/marcuspentzek/ Learn with me: Play with me: Hire me: www.jademond.com 2025
本文档为站内渲染。原始文件本地路径：saas/source/seo-llm/raw-seo知识库-TXT整理-PPT-2025-Shenzhen-SEO-Conference-Speaker-Sl-b39f5d.txt（仅本地保留，不入库不部署）