Baidu SEO Marketing Case Study
MERCK CAMPAIGN
Merck & Co.’s MSD Manual is one of the world’s most trusted medical reference resources, used by healthcare professionals and the public for more than a century.
As the brand expanded its digital footprint in China, Sekkei Digital Group partnered with Merck to improve search visibility, increase access to authoritative medical content, and strengthen long-term discoverability through Baidu-focused SEO initiatives.
The Challenge
Although the MSD Manual is globally recognized, its Chinese website faced limitations in search visibility and organic reach. The challenge was improving performance on Baidu while maintaining the credibility and accuracy required of a medical information platform.
Our Solutions
We focused on improving the brand’s Baidu search performance and long-term content visibility. Our approach combined on-site and off-site SEO efforts designed to build discoverability, authority, and user engagement for the MSD Manual.
On-Site Baidu SEO
- Conducted a full technical SEO audit covering indexing, site structure, URL optimization, metadata, and mobile compatibility.
- Implemented fixes to improve crawlability, site performance, and alignment with Baidu ranking requirements.
- Established a strong technical foundation to support ongoing Chinese content growth.
Off-Site Baidu SEO
- Developed an off-site strategy focused on content distribution and backlink building across Chinese platforms.
- Published authoritative articles on Baidu Tieba, Baidu Zhidao, and Zhihu using keyword and competitor insights.
- Strengthened domain authority and supported higher rankings in Baidu search results.
The Results
The campaign delivered sustained growth in visibility, traffic, and engagement for the MSD Manual in China. By combining technical optimization with content-driven SEO, Merck achieved strong performance improvements across key search and usage metrics.
+145%
Increase in total sessions
+300%
Growth in organic sessions
+345%
Increase in users
+161%
Increase in page views
44+
Core keywords ranking in Baidu’s top 50
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Related Services
WEBSITEDEVELOPMENT
Build a China-ready website that loads quickly, meets local compliance requirements, and supports stronger search performance. SDG provides website localization services, including translation, domain setup, ICP registration, local hosting, and web development tailored to local user expectations.
SEO & SEMServices
Improve visibility on Chinese search engines through technical audits, localized optimization, and performance-focused PPC campaigns. We combine organic growth with targeted paid traffic to increase qualified site visits across Baidu and other platforms, supported by ongoing analysis and reporting.
SDG Expertise in Focus
Explore Sekkei Digital Group’s recommended strategies for foreign brands executing B2B marketing in China.
B2B MARKETING IN CHINA FOR FOREIGN BRANDS
In China, foreign B2B brands are assessed quickly by how well they appear across local platforms and search ecosystems. Our campaigns are designed to build brand authority, support evaluation, and move qualified buyers closer to inquiry.
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