Baidu is the largest Chinese search engine in the world. In the era of mobile Internet, mobile search Baidu response instructions up to billions of times everyday. The internet traffic is order of billions of scale and rapid growth. Faced with the rapid rise of mobile users, webmasters have the influx of constructive movement wave. Baidu believe in the idea of “user experience first” and orientate the user experience. Baidu publishes the standards of mobile friendliness to help owners build the web which matches mobile devices and provide the direction of movement construction. This time plans to publish the Standard V 1.0 about mobile friendly, and the follow-up is that we will continue to collect the feedback and publish mobile friendliness development guide as soon as possible which is in order to regulate and guide the constructing movement a web site.

The overview of Mobile Friendliness

移动友好度概述

When users click search results by Baidu on mobile phones, in addition to the extent of meeting the needs of the search results, the loading time, the experience on page view, the ease of using resources or functions and the adaptability about whether page Mets mobile terminal would influence satisfaction about mobile user experience. Baidu is committed to helping mobile users obtain a better browsing experience for mobile page, and mobile friendliness is an important evaluation factor.

当用户在手机上点按百度搜索结果时,除了搜索结果对需求的满足程度外,搜索结果的加载时间、页面浏览体验、资源或功能的易用性、页面是否符合移动端适配等,都影响移动用户体验的满意度。百度致力于帮助移动用户获得更好的移动页浏览体验,移动友好度是一个重要的评价因子。

This standard is aimed to tell the numbers owners how mobile pages are popular with users. Baidu also encourage owners to build pages from the point of users and is not only for search engines.

这份标准旨在告诉广大站长,怎样的移动页是受用户欢迎的,不仅针对搜索引擎,百度更鼓励站长从用户角度来建设网页。

Website for user experience: page readability

面向用户体验的网站建设:页面可读性

The pages which are not accessible would be belonged to the Web Spam directly. Baidu will not waste resources on assessing the mobile friendliness about Spam pages. Readable page is the basis of measuring the mobile friendliness, which means that the users is able to catch sight of, to see clearly and understand the page. Readability page contains the several dimensions, including experience on loading speed, structure, browsing experience about page.

不可访问的页面会被直接归入垃圾页面,百度不会浪费资源对垃圾页面进行移动友好度评估。页面可读是衡量移动友好度的基础。这里的页面可读主要指用户可读,即用户能够看见、看清并看懂页面。页面可读性包含如下维度:页面加载速度体验、页面结构、页面浏览体验。

[The experience about page loading speed]

【页面加载速度体验】

The effect of user experience on page loading speed has become more evident. The research from Baidu user experience portion shows that the page loading speed that users expect and acceptable is in less than three seconds. If the page load time is more than 5 seconds, 78% of users will lose patience and choose to leave. Page loading speed is an important factor in the Baidu search. So Baidu once again proposed to carry out special optimization in this regard.

移动互联网上,网页的加载速度对用户体验的影响日趋明显。百度用户体验部研究表明,用户期望且能够接受的页面加载时间在3秒以内。若页面的加载时间超过5秒,78%的用户会失去耐心而选择离开。页面加载速度是百度搜索中一个重要的排序因素,百度再次建议站长对这方面进行专项优化。

[Page structure]

【页面结构】

The page of high-quality structure should let users see the main content of the page firstly to be not disturbed when users get the main page information, and quickly find the requirement. Users can use the page layout structure to get a quick overview of the main contents on page of each module. To build a mobile page of high quality, you need to take pay close attention to two points:

一个结构优质的页面,要让用户第一眼看到页面的主要内容,获取页面主体信息时没有多余的干扰,快速找到所需。用户能够通过页面布局结构,快速了解页面各模块的主要内容。要构建一个结构优质的移动页需关注2点:

1, basically, the page can be adjusted according to the size of the screen, the user does not need to scroll left and right. You also do not need to zoom and you can clearly identify the contents of the page.

1、 基本地,页面能够根据屏幕调整内容大小,用户不需要左右滚动,也不需要进行缩放操作就能清晰辨识网页的内容。

2, Secondly, the main page in the first screen and the center position. And the other content which is low correction has no interference in the body of the page. Baidu will crack down on the application of malicious popups / floating layer behavior. Depending on the size of the degree of damage caused by the user experience, in the results of the order will be reduced to the following: advertising covering the main body, dynamic advertising snatching users’ line of sight and the main body interspersed with advertising, and so on.

2、其次,页面主体位于首屏且中心的位置,其他相关度低的内容对页面主体无干扰作用。百度会严厉打击应用恶意弹窗/浮层的行为。视对用户体验造成伤害程度的大小,在结果排序上会对以下情况减分:广告遮盖主体、广告动态抢夺用户视线、广告穿插主体等。

Page structure related examples are as follows:

页面结构相关示例如下:

[Page browsing experience]

【页面浏览体验】

Page browsing experience and page structure is closely related: if page structure is poor, browsing experience cannot be talked. If you want to provide users high-quality structure page and a better browsing experience, first of all:

页面浏览体验和页面结构密切相关:页面结构差,浏览体验无从谈起。页面结构优质,想给用户更好的浏览体验,首先注意:

1, The content of the text and the background color of the page should be clearly marked;

  • 页面主体中的文本内容和背景色应有明显的区分度;

2, the main content of the page text should have a choppy paragraph and good layout;

  • 页面主体中的文本内容应段落分明,排版精良;

The research results of mobile page browsing experience from Baidu user experience portion shows that:

百度用户体验部对移动页浏览体验的研究成果:

1, when main content contains paragraphs of text, there are text font size recommended 14px and line spacing recommended 0.42~0.6 * font, text size not less than 10px, row spacing not less than the 0.2* name;

1、主体内容含文本段落时,正文字号推荐14px,行间距推荐(0.42~0.6)*字号,正文字号不小于10px,行间距不小于0.2*字号;

2, when the main contain many pictures, except for its quality, you should set the same image width and the uniform position.

2、主体内容含多图时,除图片质量外,应设置图片宽度一致位置统一;

3, while main content contains multiple text chain, text link name is recommended 14px or 16px: when name is 14px, longitudinal spacing is recommended 13px; when font size is 16px, longitudinal spacing is recommended 14px; the clickable area of text chain not less than a 40px;

  • 主体内容含多个文字链时,文字链字号推荐14px或16px:字号为14px时,纵向间距推荐13px;字号为16px时,纵向间距推荐14px;文字链整体可点区域不小于40px;

4, in other clickable area of main contents, the width and height should be greater than 40px;

  • 主体内容中的其他可点区域,宽度和高度应大于40px;

5, In addition, you need to pay attention to the interaction should be consistent and the same page should not use the same gestures to perform different functions.

  • 此外,需注意交互一致性,同一页面不应使用相同手势完成不同功能。

Page browsing related experience examples are as follows :

页面浏览体验相关示例如下: