On June 14, 2026, multiple sources confirmed that Baidu search has quietly adjusted its algorithm: AI-generated search results are being pushed down, and traditional web links — along with paid ads — are back at the top.
For anyone running Baidu PPC or invested in Baidu SEO, this is a significant shift.
📊 What Changed
In August 2025, Baidu rolled out what it called "the biggest search update in a decade" with AI-generated structured answers replacing traditional web links at the top. As of June 14, the order has been reversed:
| Position | Before | Now |
|---|---|---|
| 1st | AI-generated summary box | Natural web links |
| 2nd | Web links (below fold) | Paid ads |
| 3rd+ | — | AI results (below fold) |
Tests by BiaNiuShe confirmed this across multiple queries — branded searches, generic topics, and long-tail questions. The pattern is consistent: web pages and ads are back on top, and AI summaries are secondary.
🔍 Why Baidu Made This Change
- Loading speed: AI summaries required computation time, creating delays before results appeared
- Result quality: Some AI summaries were inaccurate or overly generic
- Advertiser pressure: Ads were less visible when AI results occupied the first screen
- Regulatory context: China's "Clean AI Application Chaos" campaign targeted AI-generated content issues
📈 What This Means for Search Ads
With ads positioned in the top results alongside natural links, your PPC campaigns receive more first-screen exposure. CTR is likely to improve as users scan the first screen and see ads alongside organic results.
🌐 What This Means for SEO
Web pages that were buried below AI summaries can now rank on the first screen again. SEO investment recovers value — title tags, meta descriptions, and content quality matter more than ever.
🎯 What to Do Now
- Review your search ad positions — you may have more first-screen inventory
- Monitor CTR across campaigns over the next 2-3 weeks
- If you have a Chinese-language site, audit your SEO basics
- Prepare for further adjustments as Baidu continues to experiment
Understand What This Change Means for Your Campaigns
Contact the BPP team. We monitor Baidu's platform changes daily and help international brands adjust their search strategy.
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