8 SEO tips to increase your TrustRank on Baidu

Baidu TrustRank is an algorithmic metric used by Baidu to evaluate the credibility, authority, and trustworthiness of a website. It is similar to Google’s concept of Domain Authority but tailored to the Chinese internet ecosystem. TrustRank plays a significant role in determining how high your website ranks in Baidu’s search results.

Baidu TrustRank is an algorithmic metric used by Baidu to evaluate the credibility, authority, and trustworthiness of a website. It is similar to Google’s concept of Domain Authority but tailored to the Chinese internet ecosystem. TrustRank plays a significant role in determining how high your website ranks in Baidu’s search results.

Key Factors Influencing Baidu TrustRank:

1. Domain Age: Older domains are generally considered more trustworthy.
2. Content Quality: High-quality, original, and relevant content boosts trust.
3. Backlinks: Links from authoritative and reputable Chinese websites improve TrustRank.
4. User Engagement: Metrics like bounce rate, time on site, and click-through rate (CTR) influence TrustRank.
5. Technical SEO: A well-optimized website with fast loading speeds, mobile-friendliness, and secure connections (HTTPS) is favored by Baidu.
6. Baidu Webmaster Tools: Using Baidu’s official tools to verify and optimize your site can positively impact TrustRank.

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2. Why Baidu TrustRank Matters

• Higher Rankings: Websites with a high TrustRank are more likely to appear on the first page of Baidu’s search results, driving organic traffic.
• Increased Credibility: A high TrustRank signals to users that your website is reliable and authoritative.
• Better User Experience: Improving TrustRank often involves optimizing your website’s performance and content, which enhances the overall user experience.
• Competitive Advantage: In a highly competitive market like China, a strong TrustRank can give you an edge over competitors.

Increase your TrustRank on Baidu

Baidu, the Chinese Google, is the most used Internet search engine in China. It processes over 6 billion daily queries! Number 1 in China, Baidu represents a veritable obstacle course to rank your website. One of the most effective ways is to optimize the TrustRank score of your website.

TrustRank, the confidence index

TrustRank is a way to measure the level of trust and every website has its own TrustRank ranking, which is determined by various factors. Basically, the score given to a website varies from 0 to 10. The higher the score is, the greater is the possibility of appearing high in the search results. Therefore, if you want to lead on the search engines results for specific keywords, you have to increase this score. Here are some tips you should follow as first step of your strategy.

Do frequent updates

It’s necessary to regularly update the content of your website to improve its ranking in Baidu. Websites which refresh their content may reach the envied level of “trusted site” and, one day, being recognized by Baidu as an authority in their field.

• Publish Regularly: Consistently update your website with fresh, relevant content.
• Focus on Local Relevance: Create content that addresses the needs and interests of your Chinese audience.
• Avoid Duplicate Content: Baidu penalizes websites with copied or low-quality content. Ensure all content is original and valuable.
• Use Keywords Strategically: Incorporate relevant keywords naturally into your content, but avoid keyword stuffing.

Focus on quality content

Regularly updating the content of your website is not enough. Its content must be relevant for visitors. Content is deemed relevant by various factors such as usefulness, the language level used or the nature of the references used.

Baidu, often referred to as the “Google of China,” is the dominant search engine in the Chinese market, handling over 70% of all search queries in the country. For businesses targeting Chinese consumers, ranking well on Baidu is crucial for driving traffic and generating sales. One of the key factors influencing your website’s ranking on Baidu is TrustRank. In this article, we’ll explore what Baidu TrustRank is, why it matters, and how you can improve it for your Chinese website.

Top Mistakes That You Need to Avoid in Content Marketing Strategy in China

Make check your site by Baidu

A site which owns the “verified” statut means that Baidu search engine has verified the information provided by the site owner and that they are conform to reality. The verified companies will see the adding of a “V” placed next to their URL in the search results .By clicking the “V”, users will see detailed information about your company and a verified site will usually be higher in the search results.

 

Improve your quality backlinks

Baidu takes into account the number of links pointing to a website to measure its relevance and its quality. However, these links must come from quality websites and recognized as such by the search engine to increase, by extension, the TrustRank of your website.

Backlinks from authoritative Chinese websites are essential for improving TrustRank. To build a strong backlink profile:

• Partner with Chinese Influencers: Collaborate with Key Opinion Leaders (KOLs) and bloggers to earn backlinks.
• Guest Posting: Contribute high-quality articles to reputable Chinese websites and include links back to your site.
• Directory Listings: Submit your website to Chinese business directories and industry-specific platforms.
• Avoid Spammy Links: Baidu penalizes websites with low-quality or spammy backlinks. Focus on earning links from trusted sources.

Optimize the user experience

If Baidu takes in consideration the content and the relevance of a website, it also analyzes how it’s used by netizens. You have to offer them a clear homepage and your web pages must load quickly. As the Chinese netizen zaps quickly, a website which is too long to load will be negatively perceived by Baidu and takes the risk to be sanctionned.

User engagement metrics like bounce rate, time on site, and CTR influence TrustRank. To improve engagement:

• Optimize for Mobile: Over **90% of Chinese internet users access the web via mobile devices. Ensure your website is mobile-friendly.
• Improve Page Speed: A fast-loading website improves user experience and reduces bounce rates.
• Use Engaging Multimedia: Incorporate videos, images, and interactive elements to keep users engaged.
• Encourage Social Sharing: Add social sharing buttons for Chinese platforms like WeChat, Weibo, and Douyin to increase visibility and engagement.

Engage with Chinese Social Media (New in 2025)

Social signals from Chinese platforms like WeChat, Weibo, and Douyin can indirectly influence TrustRank. To leverage social media:

• Promote Your Content: Share your website’s content on Chinese social media platforms to drive traffic and engagement.
• Build a Community: Engage with your audience on social media to build trust and credibility.
• Collaborate with KOLs: Partner with influencers to amplify your reach and earn backlinks.

Spread the word with PR

Among the quality links, you should prioritize those which emanating from the online press because they are highly appreciated by Baidu. Usually endowed with an excellent TrustRank, if an online press website writes an article about you and links it to your website, you will mechanically increase your quality into the search engine eyes.

China Public Relations and Press Release – Let Third Parties do your Promotion

Host your site in China

Baidu appreciates websites which are hosted in China. They even receive a bonus if they have a .cn while others will be sanctioned. Therefore, it is not enough to translate the pages of your website in Chinese to hope to get good results in Baidu. The Chinese, as Baidu, are more likely to trust a website hosted in China.

Focus on the right Keywords when translate your website in Chinese

Hosting your site in China will be of no use if it is not has been translated into the Confucius’s language. The Chinese do not do their researches online in English and Baidu greatly favors sites which have their content in Mandarin.

Leverage Baidu Webmaster Tools

Baidu Webmaster Tools is a free resource that helps you monitor and optimize your website’s performance on Baidu. Key features include:

• Site Verification: Verify your website to gain access to detailed analytics and insights.
• Sitemap Submission: Submit your sitemap to help Baidu crawl and index your pages.
• Error Monitoring: Identify and fix technical issues like broken links or crawl errors.
• Performance Reports: Track your website’s performance, including traffic, rankings, and user behavior

Conclusion

• Increasing your Trustrank needs some work and a good knowledge of Chinese
• Learn more about us and our Baidu SEO/SEM Services