Site attributes, name and logo

Site attributes cover the identity Baidu shows alongside a result: the site name and logo. Both are submitted through the platform and both are reviewed against published principles.

Why they matter

A logo beside a result is brand presence on the results page, earned rather than bought. For a site competing against aggregators and marketplaces, it is one of the few visual differentiators available in an organic listing.

The review principles

• Authenticity — the name and logo must be the site’s genuine identity, consistent with what the site actually shows. A logo that does not match the brand on the page fails.
• Clarity — legible at small size, correct dimensions, no text crammed into a mark that has to work at thumbnail scale.
• Rights — you must be entitled to use the mark. Trademark and impersonation concerns are assessed here.
• Content compliance — nothing illegal, misleading, or in breach of advertising rules, which for Chinese platforms includes superlatives and unverifiable claims.

The name

The site name should be the name the business is actually known by. Keyword-stuffed names — the brand followed by a list of services — fail the same test as keyword-stuffed titles, and Baidu rewrites over-optimised titles to the site or company name in any case.

The practical sequence

1. Confirm the brand is presented consistently on the site itself — logo, name, and the same identity in the title and header.
2. Prepare the mark at the specified dimensions, legible small, without embedded slogans.
3. Submit and expect a review cycle.

The common cause of rejection

Inconsistency between the submitted identity and the site: a logo file from a rebrand the website has not adopted, or a name that appears nowhere on the pages. The review compares the two, so aligning the site first is faster than resubmitting.