International SEO Specificities
Véronique Duong · 2019
This chapter focuses on the three main search engines other than Google: Baidu, Yandex and Naver. Baidu is the top search engine used in China. The SEO criteria on Baidu are different from those of Google, because they take into account the social aspect and the external communication of the brand, such as the branding and the brand image. The top 4 SEO criteria of Baidu are: shares by users; link building; the brand's influence (branding, brand image); and opinions from SNS. Unlike Baidu, Yandex is more similar to Google in terms of the technical parts and the consideration of some tags such as canonical tags, hreflang, meta-itemprop tags, etc. The study of keywords to be carried out is identical to that of Google. However, it is preferable to use the same method as Yandex to present the data, so that it corresponds to the criteria of the Russian engine.