24 Oct
24Oct

Google AdWords can be great for establishing some preliminary 2020 has been an exciting year for Baidu optimization — today marks the 10th major feature release in 10 months! (We’re shooting for one-per-month this year!)

For this month’s release, we’ve started from scratch and completely reinvented keyword research in the platform. Now it’s easier than ever to find the perfect keywords for your site with the addition of keyword difficulty scores, SERP analysis, a better keyword recommendation engine, questions, robust filtering options, and much more.

 quick wins and informing future content strategies, and it does pull data through from China via Google Hong Kong. However, given that it has a minimal share in the Chinese search engine market, it’s never going to be wholly representative. With that in mind, we have to turn to Baidu’s very own keyword research tool which forms part of its PPC platform, Baidu Tuiguang/Phoenix Next (百度推广/凤巢).

Signing up for access is relatively straight-forward (and free), though the tricky part lies in possessing an 11-digit Chinese phone number in order to enter the security code sent to you by text once you’ve registered. Before we explore the keyword tool interface itself, here’s a step by step guide on how to get in.

a) Click here to go to the sign-up page. Chrome Translate will serve you well by telling you what to enter here, though here’s a quick walkthrough:

Bear in mind that passwords need to be at least six characters long and must contain at least one capital letter and one digit.

b) Once you’ve entered onto the next page you’ll be required to enter further information such as company name and web address before completing verification.

c) Account set-up should then redirect you to a login page. It’ll ask you to download and install Baidu security browsing software before you proceed, though this is easy enough and it doesn’t have any effect on normal browsing activity. Once you’ve done that, refresh the page and enter your username, password and the captcha accordingly.

d) You’ll then be taken to the main interface of Baidu Tuiguang. To get to where we need to go for the keyword research tool, click on the first “进入” (enter) button as displayed in the screenshot below.

e) We’re getting closer! This screen is the control panel for PPC campaigns. To access the keyword research tool, hover your cursor down to the bottom of the page where you’ll see an arrangement of tool tabs. Click on the one with an image that looks a bit like the Microsoft Word logo (关键词规划师) and voila, we’re finally there!

The Baidu keyword tool does operate similar functionality to AdWords, however as of yet it doesn’t allow you to get search volume or recommendations on a group of keywords at one time, instead requiring you to type them in one by one (frustrating as that sounds). The interface was recently overhauled however and now displays vital mobile search volume and does allow you to search by device. The below screenshot offers an overview on the key functionalities and things you can play around with.


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