It seems that Baidu had a noticeable update in March, and a bigger update in May 2022.

While it’s not confirmed by Baidu, these updates impacted foreign company websites more even if the sites have “.cn” ccLTD, hosted in China, and registered.

At the same time, Baidu is showing more and more Baidu results and ads in the organic search results area, taking up the organic traffic used to go to the websites.