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RESEARCH, ANALYSIS & TRENDS

assumes that the respective page has only a low  Consider mobile usage: Mobile availability is gen-
quality and corrects the ranking accordingly down. erally seen as very important for SEO today, but
However, the reason for the short duration of visitors that’s particularly true for Baidu, as there have
often isn’t the quality of the content at all, but due to been more mobile than desktop users in China for
a bad website's performance. years. Around 90% of all Internet users in China
use mobile devices for their searches. And what is
Like everybody, Chinese Internet users quickly lose already slow on the desktop, loads on the
their patience when content does not load fast smartphone even slower. As a result, rather than
enough. After 24 seconds, most Chinese leave a using "responsive designs", China experts use in-
website, according to studies, but search engines dependent mobile sites that are specifically opti-
cannot distinguish between these features. For a site mized for mobile access and "light apps." This sup-
with low performance, the content is therefore auto- ports the conversion rates and contributes to a
matically classified as inferior. good ranking in the Chinese search engines,
thanks to fast loading times.◊
By Daniela La Marca

MediaBUZZ Pte Ltd - Independant ePublisher for Asia