Is Baidu SEO Still Worth It? Its Value Has Shifted from Traffic to Credibility

This post is part of the “SEO Strategy” series. Click here to view the series introduction and why it was created.

Introduction

In recent years, people keep saying: “No one uses Baidu anymore.”
With Rednote, Douyin, and Zhihu becoming new gateways for users to search for answers, it seems like Baidu SEO’s golden age is over.

But is that really true?
If you’re selling fast-moving consumer goods or impulse-purchase products, Baidu may no longer be your main battlefield.
But if you’re in B2B, education, healthcare, or finance, the story is very different.

Baidu SEO is no longer a traffic machine. But it remains a necessary credibility channel.

1. Where Baidu Stands Today

Declining usage, but still massive in scale
Yes, mobile traffic is being diverted to Rednote and Douyin, but Baidu is still China’s largest search engine, with hundreds of millions of monthly active users.

Shift in search behavior
People no longer go to Baidu to search for “buy lipstick” or “best snacks.” Instead, they search for:

• “Is XX company trustworthy?”
• “Does XX product have side effects?”
• “Ranking of XX training schools”
• “Is XX financial service reliable?”

These are decision-driven searches, and they remain concentrated on Baidu.

Decision-making searches still favor Baidu
When the stakes are high—whether financial risk, medical safety, or career development—users fall back on Baidu.
Why? Because searching is a way of seeking reassurance: “If it shows up on Baidu, at least it exists.”

2. When Is Baidu SEO Worth Doing?

1. High-risk decision industries
Healthcare, education, finance, B2B procurement.
Users won’t just rely on short videos—they’ll search on Baidu before making a move.

2. Brands that need official credibility
Corporate services, cross-border companies, training institutions.
If you can’t be found on Baidu, it raises suspicion.

3. Long-tail keyword searches
Rednote is good for “best hydrating cream for dry skin.”
Baidu is where people search: “Does XX cream contain silicone?” or “Is XX brand safe to use?”

3. Common Brand Missteps

Expecting massive conversions
Baidu SEO no longer drives huge traffic. Its role is more like: “If you’re searchable, you’re not losing points.”

Relying only on paid ads
Paid ads give exposure, but natural search results are what users trust when deciding if you’re real.

Neglecting content updates
Many brand websites only have product pages. Without FAQs, case studies, or industry analysis, they fail to cover real user queries.

4. The Real Value of Baidu SEO

Credibility, not traffic
Being searchable on Baidu is a baseline proof of existence.

Defensive presence
If you don’t occupy the space, forums, Baidu Tieba posts, or negative news will.

Long-term asset
Unlike short video content, search results last. Even with fewer users overall, core audiences remain.

Conclusion

The value of Baidu SEO has shifted:

• It’s not about boosting sales.
• It’s about maintaining visibility and credibility.

In today’s Chinese market, if your audience makes high-risk decisions and cares about reassurance, Baidu SEO is no longer optional—it’s essential.

← Back to All Articles

You May Also Like: