Baidu MIP (Mobile Instant Pages) 101

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What is MIP?

MIP, acronym of Mobile Instant Pages, is a open protocol that Baidu advocates webmaster to use in their mobile sites to improve user experience by increasing site loading speed. To simplify the concept, you can call MIP the Chinese counterpart of Google’s AMP. Like sites with AMP using Google’s Cache to speed up the page loading, Baidu’s MIP also increase page loading speed by importing webpage into its MIP server as cache.

Baidu SERP listing with MIP Icon

What’s the benefits of having MIP?

Baidu has been emphasizing that user experience is a very important factor in ranking algorithm, Sites with MIP optimized helps loading speed, which will definitely improve its weight on mobile search results. You can see the following screenshot of a mobile search result page, where site with MIP icon (the lightning icon) is ranking the second, right after Baidu’s own page.

How to use MIP?

MIP includes three core parts, MIP HTML, MIP JS and MIP Cache. If you want to implement MIP into your mobile sites, you need to optimize CSS,  HTML code and image tag according to the MIP standard, use MIP JS instead of calling from other JS library, connecting with Baidu MIP cache server.

Baidu’s MIP team also provide a validation tool, which you can check if your site code is MIP valid. https://www.mipengine.org/validator/validate.

Who will benefit from MIP?

Usually large  websites have their own CDN (Content Delivery Network) solution, and due to the complicity of the site and dynamism of content creation, MIP may not be a good solution for them, considering the large number of pages’ HTML tags and JS to change. Therefore, MIP might be a very cost effective Mobile SEO solution for SME’s company websites to tap Baidu Mobile Search users.

Kun has 10 years digital marketing experiences in Europe and China. His expertise includes SEO, Social Media, PPC and mobile marketing. He manages the strategy and business development of Jademond Digital. Pior to Jademond, he played provital roles in search marketing agency in Hong Kong, mobile marketing agencies in China and online video portal in Europe.

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