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Chinese SEO

For western clients, TopConversion focuses on Chinese SEO.

SEO (Search Engine Optimisation), often referred to as "natural" or "organic" search, is the process used to improve website rankings in the Search Engine Results Pages (SERPS). It is the backbone of any search marketing campaign.

Most of the SEO techniques and principles are universal across different search engines in different markets. However the best practice is different in Chinese search engine market, and the Chinese SEO landscape is very unique – Baidu, Qihoo 360 -Haosou, Sogou, etc. Both Chinese language dependent and independent processes should be employed to ensure that these search engines can crawl and understand your website.

The aim of TopConversion's Chinese SEO service is to make websites more visible in Chinese search engines and to ensure they are relevant and appropriate for the specific market they are targeting.

To achieve the aim, TopConversion will analyse different aspects of your website (e.g., link popularity, structure, URLs and browsers, site navigability, source code and content, Chinese language recognition issues), and create an action plan to improve your organic ranking. Specific processes and techniques will be used.


Chinese keyword research

Chinese keyword research is the cornerstone of any Chinese SEO campaign. It is used to identify what are the most popular buzz Chinese words today, and search for these ‘popular, well-chosen words’ – the Chinese keywords that match the most relevant search queries relating to your business. It also assess the amount of competition existing for specific search terms. This can then be used to decide which Chinese keywords should be included on your site, and which shouldn't.  

As well as specific keywords, search term research identifies search phrases and search patterns which can be built into both the page and meta-content of your website.

As China and Chinese language have different search patterns and search terms, successful Chinese SEO requires detailed research into Chinese searcher behaviour and language usage.

Optimisation code

From the data gathered in the Chinese keyword research phase, we will have a clear understanding of which keywords we need to target. Using this, the Title tag and the meta data code will be optimised on a page-by-page basis. Title tag and Meta Tags are one of the text page areas search engines put greater emphasis on, in order to assess the page relevancy for specific queries. This process is called Optimisation Code.

Unique, descriptive and keyword-rich Title and Meta Description tags will be implemented on each page, as this is important in achieving optimal search engine rankings.

Website localisation

This stage is a review of all of Chinese content on your site to assess aspects such as:

  • Headers
  • Keyword Density
  • Keyword Prominence
  • Formatting (Bold, Italic, Underline)
  • Internal Linking

To ensure that your website has the greatest possible impact on your China market, the copy is created and reviewed by native Chinese SEO specialists, to guarantee that the Chinese keywords used are the most appropriate for the target Chinese audience and search engines. Localisation rather than translation is the key to successful Chinese SEO copywriting.

Link building

Even with the rise of Social, inbound links are still a major factor in determining how your website is ranked. So, although link building is offered as an individual service, it is an intrinsic part of every Chinese SEO campaign and includes:

  • Local Chinese links will be targeted for maximum impact
  • Chinese keyword targeting
  • Directory submissions
  • In-site link building
  • Advanced link building with specific phrases
  • Link analysis - including anchor text reviews

Chinese social media

In the early days of SEO, all anyone needed to do to improve their position in the rankings was simply to bump up the quantity of links to be counted. Now ‘Social’ and ‘Search’ are converging faster than ever before and SEO is not just about numbers any more. Participating in Chinese public social channels like Wechat, Weibo, Renren not only boosts brand awareness and visibility but generates linkable content that bolsters Chinese search engine rankings and traffic alike.