Roche
Promoting to Chinese consumers through Baidu SEO optimizations
Roche, a Swiss multinational health-care giant and the third-largest pharma company worldwide, called on Sekkei Studio to promote their drug and development related materials and services to in vitro diagnostic test & biopharmaceutical product manufacturers in China. Roche boasts pharmaceutical and diagnostic sites in over 10 countries as well as 26 manufacturing sites around the globe and had already developed a China-oriented website dedicated to their Shanghai-based pharmaceutical site when they first approached us.
Unfortunately for them, the website was ranking poorly on Baidu which resulted in a limited number of visitors and consequently a lower amount of business leads than expected. Backed by our Chinese Baidu SEO specialists’ understanding of search engine optimization in China and local search behavior, we set out to make Roche’s website’s content & on-page elements more Baidu-friendly. To start off with, Baidu-products such as Baidu Baike, Baidu Tieba and Baidu Zhidao are central to digital marketing in China and it’s extremely important for any company to create content on these platforms in order to show up in the first results for brand and industry keywords. As well as creating content on these Baidu products, it’s also essential to pay attention to what other users & competitors are saying about you and your services in order to maintain the brand’s online reputation.
What We Did
Our job as local digital specialists was therefore to leverage our expertise in Chinese SEO & Baidu content marketing to improve their search engine rankings, bring them further visibility on Baidu & ultimately increase the amount of traffic to the site.
What We did
Baidu Content marketing
As mentioned above, Baidu products such as Baike, Tieba and Zhidao naturally rank well on Baidu and Chinese netizens are known to read and trust Baidu content when researching a brand or industry. For that reason, our Chinese content marketers & copywriters worked together to not only create brand-enhancing and useful content to upload to these Baidu products but also to look through existing articles and reviews that ranked for Roche brand, competitor and industry keywords so as to decide what content needed to be improved or replaced. Our content specialists also created and improved medical content on forums known in China as BBS.
Baidu SEO implementations
Moving on from content marketing, our Baidu SEO experts implemented a range of technical and on-page actions in order to make the Roche website more search engine friendly and therefore better equipped to rank higher on Baidu. From keyword analysis, including the analysis of competitor keyword strategies and industry keyword trends, to on-page improvements in the form of URL & Meta tag rewriting, we enhanced Roche’s on-site elements so as to improve the website’s indexation on Chinese search engines and enable Roche to welcome more organic visitors.
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Related Work
On-Site & Off-Site Baidu SEO
Merck’s aim when linking up with Sekkei Digital Group was to help develop their brand awareness and bring more visibility to its product, MSD Manuals, and to bring more traffic to the company website. There were two main ways that we planned on achieving this goal: Baidu SEO Starter Pack and Baidu SEO Campaigns, including Content Marketing and Backlinks.
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