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"Baidu's Guide to Searching Quality Content"
Release Date: 2020-04-011. Introduction
For a long time, Baidu Search has been analyzing and researching user needs from the perspective of users, striving to improve the quality experience of search results, and expecting to return the highest quality search results to search users.What kind of content is considered high-quality? What kind of content can better meet the needs of users? Producers who believe in high-quality content also want to know.
We have published the "Baidu Search Quality Content Guide" to provide reference for the majority of content producers. We hope that your quality content will be favored by more search users.
2. Object-oriented
"Baidu Search Quality Content Guide" is applicable to all content producers cooperating with Baidu Search, including but not limited to smart applet, Baijiahao, H5 station, PC station, etc.Product forms such as TOP1 professional Q&A/OpenCard/notes in the search results also need to comply with this standard.
* Note: Pages that have no search value for users, such as pornographic, illegal, cheating pages, low-quality pages (page dead link, blank, short content), etc., belong to the low-quality cheating problem severely cracked down by Baidu search algorithm. For details, please refer to "Thematic Interpretation of Baidu Search Algorithm Inventory".
3. The dimensions of Baidu search to measure high-quality content
Baidu Search's measurement of high-quality content is actually very simple. It will judge the content based on the "begin", "face value", "connotation" and "word of mouth" of the content.1. "Born"-the authoritative credibility of the producer:
The producers have professional certifications, the published content areas are focused, are recognized by the public and have a certain influence.
2. "Looking value"-the ease and pleasure of browsing experience:
The page loads quickly, the content is beautifully typeset, and the image quality is high-definition.
3. "Connotation"-richness and professionalism of content:
The theme of the article is consistent, logical and clear, can provide users with rich and comprehensive information, and has a certain degree of professionalism in the field.
4. "Word of mouth"-user's favorite:
The content is loved by a large number of users, and users have a strong willingness to share and interact .
In the following chapters, we will elaborate on the standards of high-quality content according to different producers and page types.
4 , Baidu search for high-quality content standards
4.1 Description of the qualifications of high-quality content producers
4.1.1 "Content Creator"
*Note: "Content creator" refers to a producer who publishes content with individual or organizational accounts.For example: ordinary users who share their skin care experience in social forums;
Travel experts who share strategies on travel websites;
Financial analysts who publish analytical articles on financial websites.
High-quality qualifications of "content creators":
1. The creator’s account should be authentic and not a random or meaningless name;
2. Creators focus on creating content in their own field, and the field of content should not be too scattered;
3. The creator has relevant certifications in the field of creation to ensure the credibility and professionalism of the content;
4. The creator has a certain degree of activity and can maintain a certain content update frequency.
Related examples:
Content creators have authoritative certification; published content focuses on a certain field; content updates frequently
Above: A high-quality example of Baijiahao content creators
Above: A good example of Weibo content creators
4.1.2 Qualifications of "Smart Mini Program Developer/Site Level Content Producer":
1. Smart applet developers/site-level content producers have registration information;2. Smart applet developers/site-level content producers have the official right to interpret the published content, or continue to cultivate high-quality content in the field, accumulate good reputation and influence, and are recognized by the public and have a certain degree of authority ；
3. Smart applet developers/site-level content producers have a certain degree of activity and can maintain a certain content update frequency;
Related examples:
Smart applet developers/site-level content producers frequently update content, focus on the published content field, and keep up with current events
Above: A good example of smart applet developers
Above: A good example of a site-level content producer
4.2 Page quality standards
4.2.1 Pages that provide content
*Note: This type of page refers to a page that uses text, pictures, and videos as the main content for users to browse.As a high-quality page that provides content, you should first ensure that the text, pictures, and videos in the content are highly related, and there should be no mismatches between the text and the text. This is also the basis for users and Baidu search to judge high-quality content.
Quality standards for text content :
1. Clear expression
(1) The title of the article is fluent and clear at a glance. The title can be novel and vivid on the basis of accurately summarizing the main content of the article;
(2) content of the article intact, express a clear, logical consistency before and after, no typos, missing words appear the situation, so that users can get the letter while browsing accurate information.
2. Rich in content
(1) The article is rich in information, which can satisfy: ①The text is beautiful, which enhances the pleasure of users browsing ②It can give users certain guidance and reference ③The content is thought-provoking ;
(2) The content has a certain degree of professional depth, with thorough explanation and in-depth focus, which can provide users with a comprehensive analysis and explanation.
3. Exquisite layout
The article paragraphs are clear, the pagination is clear, the serial number is correct and coherent, and it brings users a relaxed and pleasant browsing experience.
Related examples:
The article is rich in content, beautifully typeset, and the paragraphs are clear and coherent
Above: A good example of text content
Quality standards for image content:
1. Comprehensive information
When the main content is highly dependent on pictures (such as recipes, hand-made, first aid techniques, etc.), it is necessary to ensure that there are corresponding pictures for each step to prevent users from operating errors.
2. Excellent visual effects
(1) The picture quality is high-definition, and the color matching is beautiful, which brings excellent visual enjoyment to users;
(2) The proportion of impurity such as the logo and mosaic of the picture should not be too large; the picture watermark can be clearly distinguished, but it should not affect the user's browsing of the main content;
(3) The type, format, and size of the pictures should be consistent, and the theme style should be consistent, giving users a sense of oneness, and there should be no duplicate or invalid pictures.
Related examples:
The pictures have car panoramic display and detail display, high-definition picture quality, excellent effect
Above: A good example of image content
Quality standards for video content:
1. Strong visibility
During playback, the subtitles should be synchronized with the video content and playback progress, and there should be no typos, omissions, etc.; if it is a foreign language video, it must be equipped with subtitles to assist users to watch.
2. Enjoy browsing
(1) The video quality is high-definition, the content is complete and coherent and easy to understand; the playback is smooth, and there are no quality problems such as noise, jams, and watermarks during playback;
(2) There are professional oral broadcasting and packaging editing during production, and the transition effect is smooth, vivid and interesting, which can attract users' attention and give users a great degree of audio-visual enjoyment experience.
3. Expansion and sublimation
(1) The content is rich and in-depth, which can give users a certain degree of cognitive thinking, enhance the user's sense of pleasure, or bring users a certain reference and guiding significance;
(2) The video has multiple gain functions or information such as text, comments, barrage, rating, like, comment area, etc., to provide users with reference.
Related examples:
The video is high-definition, well-made, and there are highlights, update time and other gain information for users' reference
Above: A good example of video content
4.2.2 Pages that provide services
*Note: This type of page refers to a service page that provides functions such as query, download, and purchase.As a high-quality page that provides services, first of all, it should ensure that the functions in the page are real and usable, easy to operate, and there should be no false information, induce attention, and other situations that affect the search experience. On this basis, we must:
1. Strong readability
(1) The main information on the page is detailed and complete, with clear expression and prominent themes;
(2) The pictures and videos on the page are of high-definition quality, and the browsing is smooth;
(3) The content is typeset neatly, the paragraphs are clear, and the reading is smooth and smooth, and there are no typos, omissions, etc. that cause misunderstandings to users. The accompanying text can provide users with certain explanations.
2. Rich in information
(1) On the basis of meeting the main needs of users, there are other benefits related to the theme;
For example, in the weather query page, additional dressing matching suggestions and travel suggestions are added;
The download page provides instructions for downloading the document;
The e-commerce page provides the historical price of the product and the list of best sellers in the store.
(2) The page has multiple ways to present content such as trend graphs, dynamic effects, etc., so that users can intuitively obtain the information they need;
(3) The comment area is rich in content, with a large number of feedback from real users, and the words are pertinent and have reference value.
Related examples:
The page information is complete and rich, classified in detail, and there are trend graphs for users to refer to
Above: A good example of a page that provides query functions
Related examples:
The picture quality is super clear, with historical price, countdown to discounts, and video display functions. The comment area has label classification and praise to provide users with reference
Above: A good example of a page that provides shopping features
Related examples:
The official download channel, the download information is complete, there are picture display and rating details, and the comment content is rich and has reference value
Above: A good example of a page that provides download capabilities
4.2.3, home page, list page and other types of pages
*Note: The list page is the middle page that takes over the navigation page and the details page. The main content is composed of multiple information items.1. Complete information
(1) The title of the page should be displayed in an obvious place for users to read easily;
(2) There is a navigation bar at the first screen or at the bottom of the homepage to ensure that the user is clear about the current page and how to enter the target page.
2. Rich in content
(1) The main body of the page is rich in content, equipped with recommendations, operational activities, tags and other reference information, and the layout is reasonable, there is no margin, and the content can be clearly presented to users;
(2) The page is equipped with video and other value-added content, the picture quality is high-definition, and it can be played smoothly, without noise, black borders, etc. that affect the user's browsing.
3. Enjoy browsing
(1) The page content is beautifully typeset and the format is uniform (such as: left picture and right text);
(2) The pictures are of high-definition and above quality, the pictures are beautiful in color, can be switched smoothly, and the content fits the theme of the page, giving users an excellent browsing experience.
Related examples:
The page layout is beautiful, the format is uniform, the information is complete and clear, and there are a lot of label information to provide users with reference
Above: A good example of a list page
