Achieving high rankings for brand-specific keywords might seem straightforward, but that wasn't the case for Microsoft China in 2012.

As they prepared to launch Office 2013, Microsoft faced a significant challenge: their official website struggled to secure top rankings for key brand terms like Office, Word, and Excel on Baidu, China's leading search engine. Complicating matters were numerous sites offering pirated versions of the Office suite, which not only competed with but also outranked Microsoft China's official site for these crucial keywords.

In response, Microsoft China enlisted the expertise of SEO Shifu. We conducted a comprehensive analysis of the situation and implemented a strategic action plan. This included a full technical review of their Chinese website, restructuring the internal link architecture, and optimizing the SEO performance of key product landing pages.

Additionally, we collaborated closely with their editorial team, providing guidance to enhance the SEO value of their content and strategizing on content distribution for link building purposes.

Results

• First page rankings for 60% of the target brand keywords on Baidu

• Baidu indexation improved by 34%

• Organic traffic from Baidu increased by 25% in 6 months