SLXLM. This time is mainly to explain the best Baidu mobile SEO practice in terms of URL, onpage optimization, code and QA.
Baidu Mobile SEO practice for URL setting
From the user experience perspective, one URL per page (whether it’s for mobile or web page), and would redirect user to PC page or mobile page depending on their device would be the best experience for user. However, Baidu search team says it’s ideal but the system is not ready for that till the beginning of 2015. Hence, the best Baidu mobile SEO practice for URL setting is to use separate URL for the page in mobile version and another URL for the same page in web version. For example, the product page of the company could be name as www.abc.com/product for web page, while as mobile.abc.com/product or www.abc.com/mobile/product for mobile page. In a word, a separate mobile site needs to be created and hosted as a subdomain or directory of the website is needed for the time being.
Onpage optimization for Baidu mobile SEO
Everyone is familiar with optimizing the Title, Meta Description, Meta Keywords and H tag. However the mobile version of these is shorter from the length perspective due to the smaller screen of the mobile. Usually the best title length on web is 30 characters, while on mobile side your page Title is only till the 20 characters, then it goes missing. Therefore, another set of onpage optimization for mobile pages Title, Description and Keywords need to be done separately to ensure your mobile site with the best chance to appear on the top of Baidu mobile SERP and with higher CTR.
Best mobile Site coding languages for Baidu Mobile Search
I would suggests to use XHTML or HTML5 to develop your mobile site depending on your target audience. Baidu search team says they would display different kinds of mobile sites by assessing your mobile internet speed. Usually mobile site developed with XHTML would be ranked high if the search query is from slower mobile internet device (whether it’s from 2G environment or the phone itself is feature phone), while mobile site developed with HTML5, which tends to have more function and cool features, would gain better ranking on Baidu mobile search if Baidu detects your mobile device is with touch screen and 3G environment. If your target audience is China’s tier 4 cities and country side residents, it’s a probably a better idea to develop mobile site with XHTML rather than the cool HTML5.
QA: Avoid Cannibalization
There are two major competition from your own web properties on Baidu mobile search if you haven’t handle them well. The first is your website and the second is the mobile site converted from your website by Baidu.
To ensure your website won’t compete with mobile site on Baidu mobile SERP, you can simply refer to my previous blog, i.e. Submiting an updated sitemap.xml which maps your mobile page URLs to web page URLs respectively to Baidu. Baidu usually offer free mobile site creator and hosting service for websites without mobile sites. It’s a good for companies with limited resource to develop their own mobile properties, but due to the poor UX, because Baidu use XHTML for this mobile site conversion service, it’s better to have make sure you disable this free service from Baidu and use your own mobile site instead your target audience is major cities residence.
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.