Onsite Optimization Services for Google and Baidu

QPSoftware is a digital agency in Shanghai that provides onsite optimization for companies whose websites must rank on Google and Baidu. We fix what sits on your own pages: content, titles, structure, speed and code. For Motif, we built SEO-friendly pages with a clean architecture, indexing and internal linking, then optimized the meta tags and added schema markup.

Onsite work is one of the services of our SEO agency in China, next to our Baidu and Google campaigns.

What is onsite SEO?

Onsite SEO, also called on-page SEO, is the optimization of everything on your own website: the content and HTML code of each page, the structure of the site and its speed. It helps search engines understand each page, and it helps users see quickly that a page answers their search. Offsite SEO, by contrast, works on signals from other websites, such as links. Google’s SEO Starter Guide describes many of the onsite elements below.

What our onsite optimization services cover

Content elements

Page content that matches what your users search for.
Title tags, which name each page in the search results.
Meta descriptions, which search engines can show as the summary of the page.
Headings and image alt text, which help search engines understand the page and its images.
Canonical tags, which tell search engines which version of a page is the main one and avoid duplicate content.

Technical elements

URL structure and internal links, from general pages to specific ones.
Page speed, a large part of the user experience.
Structured data (Schema.org), a vocabulary added to the HTML that helps search engines read and present the page.
Mobile display, for visitors who browse on a phone.
HTTPS and redirects, covered in our guide to moving a website from HTTP to HTTPS.
XML sitemaps, explained in our article on building a sitemap for an e-commerce website.

Onsite optimization for Baidu

Baidu’s criteria are close to Google’s, with a few specifics.

Hosting and ICP filing. Under China’s filing measures for non-commercial internet information services, a site must be filed before it operates in mainland China, and access providers may not connect a site without a filing. Our guide to the ICP license explains who can file.
Blocked services. Resources such as Google Maps or Facebook widgets are blocked in mainland China and can leave pages slow or incomplete.
Content in Chinese. To rank well on Baidu, a site needs content in Chinese.
Internal links. They can signal to Baidu which pages matter most.
Mobile display. At the end of 2025, 99.6% of internet users in China went online with a mobile phone, according to the China Internet Network Information Center (CNNIC).

When China is your market, you can also rank on Baidu with our SEO team.

How an onsite optimization project runs

Audit. A technical audit of the site and of the pages that matter for your business.
Plan. The fixes to make on the content, the structure and the code.
Implementation. We optimize and clean the code and the content of your pages.
Checks. We follow crawling and indexing in Google Search Console and the Baidu Search Resource Platform.
Report. The results and the next steps.

Our Drupal SEO checklist and our article on the impact of UI and UX on SEO show what this work looks like in practice.

Frequently Asked Questions

What is the difference between onsite and offsite SEO?

Onsite SEO covers what you control on your own website: content, titles, descriptions, structure, code, speed and mobile display. Offsite SEO covers signals from other websites, mainly the links that point to yours and the mentions of your brand. We start with onsite work, because it makes every page easier to crawl and understand.

What does an onsite SEO audit check?

Crawling and indexing, title tags and meta descriptions, headings, content and keywords, URLs and internal links, image alt text, canonical tags, structured data, page speed, mobile display, HTTPS and redirects. For websites that target China, we also check the hosting, the ICP filing and the resources blocked in mainland China.

Does onsite optimization work for Baidu too?

Yes. Baidu's criteria are close to Google's, so most fixes help on both. Baidu adds its own points: content in Chinese, pages that load well from mainland China, an ICP filing for sites hosted there, and no dependence on services blocked in China, such as Google Maps. Internal links and mobile display matter too.

WHY QPSOFTWARE?

QPSoftware has an international team of web experts in Shanghai, working for small and large businesses with solutions that fit their needs and objectives.

We build each SEO campaign around your goals and your audience. The analysis of your business and the audit of your website come first: they show the solutions that will increase your traffic and visibility. Depending on your market, we focus on Google, on Baidu for China, or on both. We work with measurable data and attainable targets.