The Mobile Search Landing Page Experience White Paper is the most specific document Baidu publishes. It is a specification with numbers, and Bingtong 5.0 enforces it — which makes compliance measurable rather than a matter of judgement.
Loading
First-screen content must load within 1 second. Baidu states the basis: its own research on user behaviour shows retention is higher below that threshold.
Layout
- Main content must occupy more than 50% of the first screen, positioned centrally.
- Good typography: clear paragraphs, font sizes distinguishing primary from secondary information, media sized to fit the layout.
- Expand-full-text controls: must be labelled in text, must actually work, may appear only once, and must not be on the first screen (list pages excepted). They must be spaced away from advertising and app prompts to prevent mistaken taps.
- Main content must be separated from advertising and recommendations by clear spacing or a dividing line.
- Navigation must go where it says it goes.
Typography
Body font no smaller than 10pt, and the line-height to font-size ratio greater than 1.4. These are published numbers, not guidance.
Mobile adaptation
A mobile search result must land on a mobile page. Either build a mobile site with a declared adaptation relationship to the PC site and submit that relationship to Baidu, or make the PC site responsive. Pages must also adapt to different handsets — Baidu specifically notes that the home indicator bar on full-screen iPhones must not obscure content or controls.
Advertising — the strictest section
- Advertising content must comply with Chinese advertising law. Illegal content is penalised regardless of format, position or size.
- Prohibited outright: pornographic, gambling and other illegal-goods advertising.
- Prohibited: superlative claims (“national level”, “best”), exaggerated effects, false promises, share-baiting.
- No floating, pop-up or screen-covering advertising anywhere on the page, at any size, for any purpose. Top, bottom, side — all named explicitly.
Service quality, for transactional sites
Accurate automatic location where the service needs it; complete working functions (search, customer service, payment, cart, order lookup, returns for e-commerce); support for the payment platforms users actually use; interaction that reduces input effort, with keyboards not covering fields; feedback and progress notifications; and history lookup after login.
Cómo lo aplicamos
This is the only search-engine experience standard we know of with numbers attached, which is why we audit against it line by line rather than debating whether a layout is acceptable. The two that fail most often on inherited sites are the 50% first-screen rule and the bottom floating bar — the second is standard practice in Chinese mobile design and it is prohibited here in plain words.
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