{"product_id":"baidu-seo-challenges-and-intricacies-of-marketing-in-china-hardback-9781786301116","title":"Baidu SEO; Challenges and Intricacies of Marketing in China (Hardback) 9781786301116","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eBaidu SEO\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eChallenges and Intricacies of Marketing in China\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eVéronique Duong (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781786301116, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 30 June 2017\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e160 pages\u003cbr\u003e23.6 x 16.3 x 1.5 cm, 0.363 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eSEO 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.)\u003c\/p\u003e \u003cp\u003eIn order for readers to understand how SEO and web-marketing works in China, tips, advice and case studies are presented throughout this book.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eIntroduction xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Baidu, Its Services and Its Competitors 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1.1 The history of Baidu 1\u003c\/p\u003e \u003cp\u003e1.2 Very “rich” Search Engine Results Page 2\u003c\/p\u003e \u003cp\u003e1.3 Baidu versus HaoSou and Sogou 4\u003c\/p\u003e \u003cp\u003e1.4 Baidu’s services 6\u003c\/p\u003e \u003cp\u003e1.5 Eye tracking on Baidu versus Google 7\u003c\/p\u003e \u003cp\u003e1.6 How does “BaiduSpider” work? 8\u003c\/p\u003e \u003cp\u003e1.7 Understanding the difference between crawl and indexing on Baidu 11\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Technical Advice and Tips for Baidu SEO 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e2.1 Purchasing a domain name with a “.cn” extension 13\u003c\/p\u003e \u003cp\u003e2.2 Choosing a domain name 13\u003c\/p\u003e \u003cp\u003e2.3 Hosting a site in Hong Kong and\/or in China 14\u003c\/p\u003e \u003cp\u003e2.3.1 Recommended hosting companies 16\u003c\/p\u003e \u003cp\u003e2.3.2 Case study 17\u003c\/p\u003e \u003cp\u003e2.4 Chinese mobile telephone line 18\u003c\/p\u003e \u003cp\u003e2.5 Optimizing an HTML code for Baidu 19\u003c\/p\u003e \u003cp\u003e2.6 Is HTTPS protocol incompatible with Baidu? 20\u003c\/p\u003e \u003cp\u003e2.7. “Baidu MIP”, a new feature for mobile pages in 2016 22\u003c\/p\u003e \u003cp\u003e2.8 Encoding a Chinese site 24\u003c\/p\u003e \u003cp\u003e2.9 Baidu’s “Webmaster Tools” 25\u003c\/p\u003e \u003cp\u003e2.10 Check that the robots.txt complies with the Baidu guidelines 27\u003c\/p\u003e \u003cp\u003e2.11 How should a robots.txt with a high number of restrictions be managed? 28\u003c\/p\u003e \u003cp\u003e2.12 Tags and attributes that are not compatible with Baidu 30\u003c\/p\u003e \u003cp\u003e2.12.1 The rel=“canonical” attribute does not work on Baidu 30\u003c\/p\u003e \u003cp\u003e2.12.2 The hreflang attribute does not work on Baidu 31\u003c\/p\u003e \u003cp\u003e2.12.3 Micro data tags (Schema.org) do not work in Baidu 32\u003c\/p\u003e \u003cp\u003e2.13 Baidu’s V1, V2 and V3 icons 33\u003c\/p\u003e \u003cp\u003e2.14 The “official site” icon on Baidu (官 网) 35\u003c\/p\u003e \u003cp\u003e2.15 The Pomegranate algorithm (石 榴) 37\u003c\/p\u003e \u003cp\u003e2.16 The Money Plant algorithm against external spam links 37\u003c\/p\u003e \u003cp\u003e2.17 Sitemap for Baidu 39\u003c\/p\u003e \u003cp\u003e2.18 Submitting URLs to Baidu automatically 39\u003c\/p\u003e \u003cp\u003e2.19 Adapt your mobile site to Baidu 42\u003c\/p\u003e \u003cp\u003e2.20 Declaring a mobile site in Webmaster Tools 43\u003c\/p\u003e \u003cp\u003e2.21 Baidu’s official good practices for optimizing a mobile site 44\u003c\/p\u003e \u003cp\u003e2.22 Why should you have a Responsive Design site? 45\u003c\/p\u003e \u003cp\u003e2.23 Managing the redesign of a site for Baidu 47\u003c\/p\u003e \u003cp\u003e2.24 Simple and ordinary URLs for Baidu 49\u003c\/p\u003e \u003cp\u003e2.25 URL formats for press sites for Baidu news 50\u003c\/p\u003e \u003cp\u003e2.26 The negative impact of empty internal results pages 50\u003c\/p\u003e \u003cp\u003e2.27 Problems with link analysis and Rapid Positioning 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Semantic and Editorial Advice and Tips for Baidu SEO 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3.1 Baidu Index: a useful platform for studying search trends 53\u003c\/p\u003e \u003cp\u003e3.2 Baidu’s keyword generation tool 54\u003c\/p\u003e \u003cp\u003e3.3 Keywords and ranking: Term Frequency–Inverse Document Frequency statistics 55\u003c\/p\u003e \u003cp\u003e3.4 The length of the title and meta description meta-tags 56\u003c\/p\u003e \u003cp\u003e3.5 The influence of keywords on Baidu SEO 58\u003c\/p\u003e \u003cp\u003e3.6 The importance of keyword density 59\u003c\/p\u003e \u003cp\u003e3.7 Strategy for keywords and SERP analysis 61\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Subjects Related to Baidu SEO 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e4.1 Baidu Certified Marketing Specialist certifications 65\u003c\/p\u003e \u003cp\u003e4.2 Baidu’s browser 66\u003c\/p\u003e \u003cp\u003e4.3 Connecting to a social network directly from the SERPs 68\u003c\/p\u003e \u003cp\u003e4.4 Chinese e-commerce and Baidu SEO: current trends 69\u003c\/p\u003e \u003cp\u003e4.5 AutoNavi is outperforming Baidu Maps 71\u003c\/p\u003e \u003cp\u003e4.6 Social networks and Baidu 71\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Methodology of a Baidu SEO Campaign 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e5.1 First step: kick-off meeting 75\u003c\/p\u003e \u003cp\u003e5.2 The SEO project reverse schedule 76\u003c\/p\u003e \u003cp\u003e5.2.1 How is a Gantt chart created? 77\u003c\/p\u003e \u003cp\u003e5.3 The technical audit for Chinese SEO on Baidu 80\u003c\/p\u003e \u003cp\u003e5.4 The semantic audit for Chinese SEO on Baidu 81\u003c\/p\u003e \u003cp\u003e5.5 Keyword analysis 82\u003c\/p\u003e \u003cp\u003e5.6 Optimizing Chinese meta-tags 83\u003c\/p\u003e \u003cp\u003e5.7 Optimizing headings tags 85\u003c\/p\u003e \u003cp\u003e5.8 Optimizing textual content 86\u003c\/p\u003e \u003cp\u003e5.9 Optimizing Chinese URLs 88\u003c\/p\u003e \u003cp\u003e5.10 Optimizing text anchors 89\u003c\/p\u003e \u003cp\u003e5.11 Optimizing images 91\u003c\/p\u003e \u003cp\u003e5.12 Optimizing breadcrumbs 92\u003c\/p\u003e \u003cp\u003e5.13 Dragon Metrics: a special position monitoring tool for China 92\u003c\/p\u003e \u003cp\u003e5.14 Netlinking: searching for external links 94\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Beyond Baidu SEO 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e6.1 Advice on SMO optimization for WeChat 98\u003c\/p\u003e \u003cp\u003e6.2 Advice for social marketing on Weibo 100\u003c\/p\u003e \u003cp\u003e6.3 Mei Nu in China: a marketing method 104\u003c\/p\u003e \u003cp\u003e6.4 Wang Hong (网 红): the new online promotion model 106\u003c\/p\u003e \u003cp\u003eConclusion 111\u003c\/p\u003e \u003cp\u003eGlossary 113\u003c\/p\u003e \u003cp\u003eBibliography 121\u003c\/p\u003e \u003cp\u003eIndex 123\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Society \u0026amp; culture: general [\u003ca title=\"See our other books on Society \u0026amp; culture: general\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Society%20\u0026amp;%20culture:%20general%20%5BJF%5D%22\"\u003eJF\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley-ISTE","offers":[{"title":"Brand New","offer_id":52446341988632,"sku":"9781786301116","price":113.47,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781786301116.jpg?v=1785111364","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/baidu-seo-challenges-and-intricacies-of-marketing-in-china-hardback-9781786301116","provider":"Freshly Printed Books","version":"1.0","type":"link"}