Onsite SEO (or on-page SEO) is the opposite of offsite SEO (where links are created from other websites back to your own). Onsite SEO includes all the elements that you need to optimize your website in order to rank higher and acquire more traffic from search engines. Onsite SEO refers to optimizing the content and HTML source code on a page.

Onsite SEO is not only helping the search engines to interpret your page content but is also helping the users to easily and quickly understand your page and if it is what they are looking for. Good onsite SEO optimization will help search engines to provide the proper content for users.

Your main goal is to rank at the top of the search engines and ultimately increase traffic to your website or E-commerce website. However, to do this you will need to “satisfy” and comply in making your platform as easy as possible for the search engines.


There are two sides of onsite SEO optimization. Let’s take deeper look at both:

  • Related keywords:

    • The elements composing related keywords have four parts:

      • Content of page: this is what makes it worthy of a search result position. It matches the user’s search. The content needs to be of very good quality to supply a certain demand. Your content needs to be linkable.
      • Title tag: this is the second most important element of the onsite SEO after the content. It will help to specify the title of the page and that the title is displayed on the results of the search engines.
      • URL: the URL structure is important; it needs to have smart internal linking — going from general elements to a specific one (e.g.: examples.com/china/shanghai).
      • Image alt text: this will attribute text to an image. It will aid search engines to find and display your images/pictures during a user’s search.
      • Canonical tags: This will tell search engines which page the master page is to avoid duplicate content issues.
  • Unrelated keywords:

    • More than the keywords that we have considered will influence your onsite SEO optimization. There are additional elements unrelated to the keywords:

      • Link use on a page: This includes how many links are on the page and where they redirect (internal or external), etc.
      • Page loading speed: This includes different technical elements that optimize and increase the loading speed of your website. The faster your website or E-commerce website loads, the more you enhance the user experience.
      • Use of Schema structured data: A series of tags’ vocabulary (or microdata) that you can add to your HTML to develop the way search engines read and represent your page.
      • Page URL structure: A good URL will help users and search engines to easily understand the indication of what the destination page will have.
      • Mobile friendliness: This is a very important element that will allow your visitors and customers to access your website through their mobile phone with a friendly layout.
      • Page metadata: Metadata is all the information that you sent to a search engine and it is not seen by your visitors.


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Baidu’s criteria are very similar to Google’s. The particularities of Baidu are:

  • Hosting in China: This is only possible if you have an ICP license.
  • Having the ICP license: This is only possible if you have a Chinese business license.
  • Use unblocked APIs: If you use blocked APIs such as Google maps or Facebook, your website or E-commerce website’s rank will be negatively affected and sometimes blocked.
  • Chinese content: If you want to be well-ranked on Baidu, you will need to have Chinese content.
  • Internal links: This can be a signal for Baidu to show how important the page is.
  • Mobile friendliness: The mobile phone is more important in China than anywhere else. If your website or E-commerce website is not mobile friendly, it will negatively impact your ranking on Baidu.


QPSoftware has an international team of web experts. As the leading web agency in Shanghai, we are the perfect partner for both small and large businesses. We offer solutions that will perfectly fit your needs and objectives.

We will create our SEO campaigns to match your goals and audience. The analysis of your business and the audit of your website or E-commerce website is the first task we will perform. Once this is accomplished, it will allow us to determine the best solutions and campaigns to increase your traffic and visibility. According to your needs, we will focus our SEO campaigns on Google and/or Baidu to target the Chinese market. We only work with measurable data and information, thus aiming for attainable targets.

Contact us to boost your existing business, or to help you to develop your brand-new business with our SEO campaign.



Design DMU
Design DMU
Duke Kunshan University
Duke Kunshan University