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FlowBeijing
The Chinese Wikipedia
Baidu Baike is a collaborative encyclopedia, similar to Wikipedia, launched by the Chinese search engine Baidu in 2006.
Today, it hosts over 25 million entries, covering topics from people and companies to products and cultural concepts.
Why it matters for brands?
- Top visibility: Baidu Baike pages often appear at the very top of Baidu search results, making them a first stop for reliable information.
- Strategic PR channel: Brands can tell their story in a credible, non-promotional way.
- Trust & reputation: Strengthens confidence with audiences, partners, and media.
- Search presence: Boosts overall visibility on China’s most important search engine.
Turn Baidu Baike into your digital advantage:
- Brand trust: Maintain a verified, professional Baidu Baike presence to build authority.
- SEO support: Ensure content is structured and referenced to appear at the top of Baidu search results.
- Corporate communications: Use the page to communicate key messages and reinforce your brand narrative.
- Market credibility: Build trust and position your brand where decision-makers search.
The challenges
Opening a Baidu Baike page is a regulated process with strict requirements that requires local expertise.
- Strict rules: Content must follow editorial guidelines, use neutral language, and avoid promotional wording.
- Verified sources: All information must be backed by credible references.
- Moderation process: Pages are reviewed carefully, which can make publication slower and more complex.
That’s why many brands rely on specialized local support to succeed.
Case study
A best practice example: Flow on Baidu Baike
- Neutral, informative, and well-structured.
- It includes clear sections on company overview, milestones, services, and culture.
- Written in factual, non-promotional language.
- All information is supported by verified sources and public records.
