The following article is our English interpretation of an post originally published on Baidu Webmaster Help pages in Chinese language. If you'd like to check out the original article, you can find it here: https://ziyuan.baidu.com/college/courseinfo?id=267&page=7The Search Results tool offers powerful insights into how your site performs in Baidu search results. It provides data on your top-performing keywords—including impressions, clicks, click-through rate (CTR), and average position. You can also customize and track specific keywords, allowing you to focus on those most relevant to your business goals.
By monitoring keyword performance trends, this tool helps webmasters fine-tune SEO strategies, improve content targeting, and make smarter decisions based on real data. It offers a comprehensive view of your site’s visibility on Baidu, supporting both tactical and strategic optimization efforts.
What do Impressions, Clicks, CTR, and Avg. Position mean?
- Impressions (展示量):
The number of times your site appeared in Baidu search results when users searched a specific query. - Clicks (点击量):
The number of times users actually clicked your site link from Baidu search results. - CTR (点击率):
The ratio of clicks to impressions. A lower CTR typically means there’s greater room for optimization—for example, improving meta titles, descriptions, or content relevance. - Avg. Position (平均排名):
This refers to the average ranking position of your site’s pages in Baidu search results for a given query during a selected time range. It reflects where your site generally appears in search results.
What do “Queries” and “Pages” refer to?
- Queries (搜索词):
These are the actual search terms typed by users into Baidu that led to traffic (clicks) to your site. The tool can display up to 50,000 queries, sorted by click volume by default. You can also view which pages on your site users landed on after searching specific queries. - Pages (网页):
These are URLs on your site that received the most traffic from Baidu searches. Like Queries, the tool can show up to 50,000 top-performing pages, also sorted by click volume. You can see which queries led users to each page.
What Value Does the Search Results Tool Offer?
The Search Results tool provides granular performance data—on a daily, weekly, and monthly basis—for both queries and click-through performance. You can view metrics for:
- Today (with around a 5-hour delay)
- Yesterday
- Last 7 Days
- Last 30 Days
- Custom date ranges within the last 30 days
With up to 50,000 queries supported, this tool enables you to:
- Track which queries and pages drive the most traffic
- Understand how your site ranks across different search terms
- Identify growth opportunities or optimization gaps
- Make data-informed decisions about content, SEO, and site structure
In short, it’s a vital resource for understanding your site’s visibility on Baidu and shaping your SEO and content strategies accordingly.