Why your site does not perform well in China
More and more companies expand their business in China. To reach the Chinese targeting audience, a Chinese website is necessary. What they normally do is to make a copy of their English site and replace with the translated text. Later, they think that there will be traffic from China, for the sites perform well on Google in other languages. Surprisingly, seldom any traffic from China, not to mention from Baidu.
I checked some Chinese sites from European companies, besides a few multi-national companies, many does not rank well on Baidu, and some even not being indexed. If your site cannot be found/rank well on Baidu, the biggest Chinese search engine, how can you expect high-qualified relevant traffic? Now it comes to a question, why the site does not rank well on Baidu?
Content have to be Baidu friendly. So a direct translate from other language does not automatically become optimized content, and sometimes the quality of translation is not high enough. The direct translation is difficult to read and also does not fit the way of expression with no focus on keywords and browsing behavior. Since content is essential to a website, the site cannot perform well on a poor content.
1. Server is far from China. For many sites, it is hosted far away from China plus the great firewall, both leads to a long loading time. If the loading time is long, visitors may not have the patient to wait and will leave though they do not even see the content.
*Image is from CCTV
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12 June 2013 / 13 June 2013