Becoming findable outside Google: what to do with Baidu and Yandex?

Google dominates in many markets, but globally there are areas where other search engines are bigger. In China, Baidu is the market leader, while in Russia and some neighboring countries, Yandex has a strong position.

If you want to grow internationally, it is important to understand how to become findable in these ecosystems. This is because the SEO approach for Baidu and Yandex differs significantly from that for Google. Therefore, bet on international search engines the right way.

Why Baidu and Yandex are relevant

Baidu and Yandex each have tens of millions of active users. Baidu accounts for more than 60% of the search market in China, while Yandex has around 50% market share in Russia. Companies entering these markets should not rely on their Google rankings alone.

Users in these regions often do searches in their own language, use local platforms and have different expectations of search results. That means international SEO should always have a local slant here. (1)

Baidu: optimizing for the Chinese market

Baidu has some unique features to consider:

• Language and hosting. Your content must be written in simplified Chinese and preferably hosted on a server in China (or at least in Asia)
• Meta descriptions and keywords. Baidu still values meta keywords, something that has long since ceased to play a role at Google
• Strict regulations. Your content must comply with Chinese Internet regulations, including restrictions on certain topics

In addition, Baidu relies heavily on internal link structures and prefers sites with static HTML pages to complex JavaScript frameworks.

Yandex: optimizing for the Russian market

Yandex has its own algorithm that relies heavily on behavioral data. That means click-through rates, bounce rates and interaction time weigh more heavily than with Google. Local hosting with .ru domains, extensive metadata and rich snippets to increase CTR and strong localization are also important.

Yandex is also less advanced in indexing JavaScript, so traditional HTML structures often work better.

Technical SEO adjustments

Although Baidu and Yandex share many SEO principles with Google, there are some technical tweaks that are specifically valuable. Optimize your loading speed through local hosting or CDNs that perform well in China and Russia, respectively. Also, use clear, flat URL structures without unnecessary parameters. In addition, ensure indexable navigation without complex scripts

These elements reduce the chance of indexing problems and ensure that content is available quickly and completely in search results.

Link building and authority

Both Baidu and Yandex place value on backlinks, but the way that value is determined differs. Baidu looks primarily at local links from sites within China, while Yandex’s authority is derived in part from brand signals, unlinked mentions and domain trust.

For both search engines, quality, local backlinks far outweigh international links that have no thematic or geographic relevance.

AI and new search forms

Like Google, Baidu and Yandex are increasingly integrating AI into their search experience. Baidu’s ERNIE model and Yandex’s neural search improve search interpretation linguistically, meaning content structure and entities become more important.

For international SEO strategies, this means you need to work on a clear structure for your content in these markets as well. Also ensure structured data according to local standards and consistent brand communication across multiple channels

This way, you make your content visible not only in traditional search results, but also in AI-driven features. (2)

+54% growth in Russian visibility through Yandex optimization

A Dutch software company was expanding into Russia. They noticed that their strong rankings in Google were yielding nothing in Yandex and other Russian search engines. The site was loading slowly, JavaScript elements were not indexed properly and the metadata did not match local searches.

By improving loading speed via a Russian CDN, rewriting metadata to local search terms and using a .ru subdomain, clear user signals emerged. The company gained higher CTR, longer session duration and lower bounce rates.

In addition, local backlinks through Russian tech blogs and industry platforms were actively pursued. After three months, organic visibility in Yandex increased by 54%, and new leads came in that were previously unreachable.

Summary

Baidu and Yandex require a customized SEO approach that takes into account local language, hosting, regulations and user behavior. For companies looking to grow internationally, optimization for these search engines is no longer an option, but a necessity. By investing in localization, technical optimization and relevant local links, you increase your visibility in markets where Google is not the standard.

Frequently asked questions about Baidu and Yandex SEO

More and more companies want to grow internationally and are discovering that betting on Google is not always enough. Below are the questions I get most often about Baidu, Yandex and using other international search engines.

1. Is optimizing for Baidu or Yandex really necessary if you already rank well in Google?

Rankings in Google have virtually no effect in China or Russia. These search engines use different algorithms, different technical preferences and different assessment of authority.

2. How important is local hosting for Baidu and Yandex?

For Baidu, it is almost necessary because of the Great Firewall and loading speed. For Yandex, local hosting is highly recommended because loading speed and user signals count heavily there.

3. Do I always need a .cn or .ru domain?

You don’t always need a local domain, but it does make your SEO business easier. Local domains are trusted faster, score better on authority signals, and align better with local expectations.

4. Does JavaScript work as well in Baidu and Yandex as it does in Google?

Search engines such as Baidu and Yandex are considerably less good at rendering JavaScript. HTML pages with minimal scripts without JavaScript are indexed faster and more completely.

5. How do I get quality local backlinks?

In addition to links, put in media platforms, industry websites, directories, guest blogs and partnerships, for example. International links are of little help if they are not locally relevant, so a combination is crucial

6. Are Baidu and Yandex also using AI for search results?

Baidu and Yandex certainly use AI as well, but that’s not Google. Baidu uses ERNIE and Yandex uses neural search. Both systems increasingly evaluate content by language structure, relevance and context. This is similar to Google, but with local nuances.

7. How long does it take to see results in Baidu or Yandex?

It takes an average of 2 to 4 months before the first visible shifts are there, depending on hosting, language, technical roadblocks and local competition.