I. Introduction

Baidu Search has always been based on the user's perspective, constantly analyzing and studying user needs, striving to improve the quality experience of search results, and hoping to return the best search results to search users.

What kind of content is considered high-quality? What kind of content can better meet the needs of users? I believe that producers of high-quality content also want to know.

We hereby quote the "Baidu Search Quality Content Guidelines" released by Baidu to provide a reference for content producers. We hope that your high-quality content will be favored by more search users.

2. Object-oriented

The "Baidu Search Quality Content Guidelines" apply to all content producers that cooperate with Baidu Search, including but not limited to smart mini-programs, Baijiahao, H5 sites, PC sites, etc.

The TOP1 professional Q&A/OpenCard/notes and other product forms in the search results must also comply with this standard.

* Note: Pages that have no search value to users, such as pornographic, illegal, cheating pages, low-quality pages (pages with dead links, blank pages, short content), etc. are low-quality cheating issues that Baidu search algorithm severely cracks down on. For details, please refer to "Special Interpretation of Baidu Search Algorithm".

3. Baidu Search’s Dimensions for Measuring Quality Content

Baidu Search’s measurement of high-quality content is actually very simple. It judges based on the content’s “origin,” “appearance,” “content,” and “reputation.”

1. “Origin” – the credibility of the producer:

The producers have professional certifications, publish content in a focused field, are recognized by the public and have a certain influence.

2. “Appearance” – the ease and pleasure of browsing experience:

The pages load quickly, the content is beautifully laid out, and the images are high quality.

3. “Connotation” – the richness and professionalism of the content:

The article has a consistent theme and clear logic, can provide users with rich and comprehensive information, and has a certain degree of professionalism in the field.

4. “Word of mouth” – user preference:

The content is loved by a large number of users, and users have a strong desire to share and interact.

In the following chapters, we will elaborate on the standards for high-quality content according to different producers and page types.

4. Baidu Search Quality Content Standards

4.1 Qualifications of high-quality content producers

4.1.1 “Content Creator”

*Note: “Content creator” refers to the producer who publishes content using personal or organizational accounts.

For example: Travel experts who share travel guides on travel websites;

A financial analyst who publishes analytical articles on financial websites.

High-quality qualifications for "content creators":

1. The creator's account should be authentic and cannot be a random or meaningless name;

2. Creators should focus on creating content in the areas they are good at, and the content areas should not be too scattered;

3. The creator has relevant certification in the field of creation to ensure the credibility and professionalism of the content;

4. The creators have a certain level of activity and can maintain a certain frequency of content updates.

Related examples:

The content creator has authoritative certification; the published content focuses on a certain field; the content is updated frequently

Above: High-quality examples of Baijiahao content creators

Above: High-quality examples of Weibo content creators

4.1.2 Qualifications of “Smart Mini Program Developer/Site-level Content Producer”:

1. Smart Mini Program developers/site-level content producers have registration and filing information;

2. Smart Mini Program 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, are recognized by the public and have a certain degree of authority;

3. Smart Mini Program developers/site-level content producers have a certain level of activity and can maintain a certain frequency of content updates;

Related examples:

Smart Mini Program developers/site-level content producers frequently update content, publish content in a focused field, and keep up with current events

Above: High-quality examples from smart app developers

Above: High-quality example of a site-level content producer

4.2 Page Quality Standards

4.2.1 Pages providing content

*Note: This type of page refers to a page with text, pictures, and videos as the main content for users to browse.

As a high-quality page that provides content, the first thing to do is to ensure that the text, pictures, and videos in the content are highly relevant, and there should be no inconsistency between the text and the title, or between the pictures 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 presentation

(1) The title of the article is coherent and clear. It can accurately summarize the main content of the article and be novel and vivid;

(2) The content of the article is complete, the expression is clear, the logic is consistent, and there are no typos or omissions, so that users can obtain accurate information when browsing.

2. Rich content

(1) The article is rich in information and can meet the following requirements: ① The text is beautiful and enhances the user's browsing pleasure ② It can provide users with certain guidance and reference ③ The content is thought-provoking;

(2) The content has a certain level of professional depth, is thoroughly explained, and has a deep focus, and can provide users with comprehensive analysis and explanation.

3. Beautiful typography

The article has clear paragraphs, clear pagination, and correct and coherent sequence numbers, bringing users an easy and pleasant browsing experience.

Related examples:

The article is rich in content, beautifully laid out, and has clear and coherent paragraphs.

Above: A good example of text content

Quality standards for image content:

1. Comprehensive information

When the main content relies heavily on pictures (such as recipes, handmade crafts, first aid techniques, etc.), it is necessary to ensure that each step has corresponding pictures to avoid user operational errors.

2. Excellent visual effects

(1) The pictures are high-definition and have beautiful colors, which bring users excellent visual enjoyment;

(2) The proportion of impurities such as logos and mosaics in the image cannot be too large; the image watermark can be clearly distinguished, but it cannot affect the user's browsing of the main content;

(3) The type, format, and size of images should be kept consistent, and the theme style should be consistent to give users a sense of unity. Duplicate or invalid images should not exist.

Related examples:

The pictures show the whole view and details of the car, with high-definition quality and excellent effect

Image 4 above: High-quality example of image content

Quality standards for video content:

1. High visibility

During playback, subtitles should be synchronized with the video content and playback progress, without typos or omissions. If the video is in a foreign language, subtitles must be provided to assist users in watching it.

2. Enjoy browsing

(1) The video quality is high-definition, the content is complete and coherent, and it is easy to understand; the playback is smooth, and there are no quality problems such as noise, freezes, or watermarks during playback;

(2) During the production process, there is professional voice-over and packaging editing, and the transition effect is smooth, vivid and interesting, which can attract the user's attention and give the user a great audio-visual enjoyment experience.

3. Expansion and sublimation

(1) The content is substantial and profound, which can give users a certain degree of cognitive thinking, enhance their sense of pleasure, or provide users with certain reference and guidance significance;

(2) The video has multiple enhancement functions or information such as text, annotations, barrage, ratings, likes, and comment areas to provide reference for users.

Related examples:

The video is high-definition and well-made, with a brief introduction to the highlights, update time and other information for users to refer to

Above: A good example of video content

4.2.2 Pages providing services

*Note: This type of page refers to a service page that mainly provides functions such as query, download, and purchase.

As a high-quality service page, the first thing to do is to ensure that the functions on the page are real and available, easy to operate, and free of false information, misleading attention, and other situations that affect the search experience. On this basis, we must do the following:

1. High readability

(1) The main information on the page is detailed and complete, the expression is clear, and the theme is prominent;

(2) The pictures and videos on the page are of high quality and smooth to browse;

(3) The content is neatly laid out, with distinct paragraphs and smooth reading. There are no typos or omissions that may cause misunderstandings to users. The accompanying text can provide users with some explanations.

2. Rich information

(1) On the basis of meeting the main needs of users, there are other additional content related to the topic;

(2) The page presents content in a variety of ways, such as trend charts and dynamic effects, so that users can intuitively obtain the information they need;

(3) The comment section is rich in content, contains a large amount of real user feedback, and the comments are pertinent and valuable for reference.

4.2.3. Home page, list page and other types of pages

*Note: The list page is the intermediate page between the navigation page and the detail page, and its main content consists of multiple information items.

1. Complete information

(1) The page title should be displayed in a prominent position to facilitate user reading;

(2) There should be a navigation bar on the homepage or at the bottom to ensure that users know which page they are currently on and how to get to the target page.

2. Rich content

(1) The main body of the page is rich in content, with reference information such as recommendations, operating activities, tags, etc. The layout is reasonable, without any blank space, and the content can be clearly presented to users;

(2) The page is equipped with value-added content such as videos, with high-definition image quality, which can be played smoothly without noise, black edges, etc. that affect user browsing.

3. Enjoy browsing

(1) The page content is beautifully laid out and has a uniform format (e.g., pictures on the left and text on the right);

(2) The pictures are of high definition or higher quality, with beautiful color matching, smooth switching, and the content is consistent with the theme of the page, giving users an excellent browsing experience.

While advocating the production of high-quality content, we have also been working hard to improve the user browsing experience and ensure search fairness. Content producers are also requested to refer to the following documents and pay more attention to content standards and user experience!!!

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