163.com: SEO audit and AI-search report

An independent audit of 163.com, measured by Adnave on November 12, 2026. We read 12 pages of the site as a search engine first receives them and ran 41 checks. Organic health is 62 out of 100. The site lets the main AI assistants read it.

Growth Navigator · 163.com

22 opportunities to improve

12 pages read in full, 30 more links checked

Organic health

out of 100

Ads readiness

out of 100

Page entered65

Other pages66

Technical health65

Speed67

Sharing19

AI search56

Ads readiness0

Authority60 / 100 · the #1,555 best-linked domain on the web See who links to itCited on 1,000+ Wikipedia articlesDomain registered 1997Popularity: #426 of the top million sitesFrom open web data, not Google's own measure.

Your plan

Our suggested order: biggest obstacles first, quickest first among equals. The effect of each fix is not measured. 4 take minutes.

1No meta descriptionDo firstTakes minutes
2Link preview is missing its title, description, imageFix ready to pasteDo firstTakes minutes
3Nothing tells machines who you are or what you offerFix ready to pasteDo firstTakes minutes
4Not served over HTTPSDo firstA few hours
5Page title is short (2 characters)Worth doingTakes minutes
65 of 11 other pages are hidden from search enginesWorth doingA few hours

Step 1 · Organic

What is holding the site back in search

Everything here was observed on the site. Fixing it removes a known obstacle; no one can promise a specific ranking in return.

Observed · AdnaveBot's reading of 12 pages on 2026-11-12 · each finding is what we saw on those pages; “what to do”, the score and the order are our judgment

Not served over HTTPS
High priority
Browsers mark the site “Not secure”, and Google ranks it lower.
What to do: Install a certificate (free with most hosts) and redirect all traffic to https.
How to fix this: HTTPS and security headers for website owners
No meta description
High priority
Without one, Google picks its own text for your search result, and it is often a poor choice.
What to do: Add a description of 70 to 160 characters that says what the page offers and why to click.
How to fix this: How to write page titles and meta descriptions
Link preview is missing its title, description, image
High priority
When someone shares the page, the preview will look bare or use the wrong image.
What to do: Add Open Graph tags: og:title, og:description and an og:image of 1200 × 630 pixels.
Get the fix: Link preview tags for this page
Paste inside the <head> of the page. Replace the image address with a picture of 1200 by 630 pixels.
```
<meta property="og:type" content="website">
<meta property="og:title" content="网易">
<meta property="og:description" content="Describe this page in one or two sentences.">
<meta property="og:url" content="http://www.163.com/">
<meta property="og:image" content="http://www.163.com/your-preview-image.png">
<meta name="twitter:card" content="summary_large_image">
```
How to fix this: How to control how your link looks when it is shared
Nothing tells machines who you are or what you offer
High priority
There is no structured data, so an assistant has to guess what the business is from loose text.
What to do: Add schema.org markup for the organisation, plus the type that fits the page: Product, Service, Article, FAQPage or SoftwareApplication.
Get the fix: Structured data naming your organisation
Paste inside the <head> of the page. Fill in the name and logo address.
```
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "163.com",
  "url": "http://www.163.com",
  "logo": "http://www.163.com/your-logo.png"
}
</script>
```
How to fix this: Structured data: a plain guide to schema markup
Page title is short (2 characters)
Medium
“网易”. Titles outside roughly 30 to 60 characters are either vague or get cut off in results.
What to do: Rewrite it to 30 to 60 characters, leading with the main thing people search for.
How to fix this: How to write page titles and meta descriptions
5 of 11 other pages are hidden from search engines
Medium
A “noindex” instruction keeps these pages out of Google. That is right for things like a cart or login page, and a problem for pages you want found.
What to do: Review the list and remove noindex from any page that should appear in search.
Show the 5 addresses
- https://www.163.com/news/article/LBIIBGGI000189FH.html?clickfrom=w_yw
- https://www.163.com/news/article/LBIIBSIM000189FH.html?clickfrom=w_yw
- https://www.163.com/news/article/LBIESDNS000189FH.html?clickfrom=w_yw
- https://www.163.com/news/article/LBIJ2J9S000189FH.html?clickfrom=w_yw
- https://www.163.com/news/article/LBIJ1L3A000189FH.html?clickfrom=w_yw
How to fix this: Sitemaps, robots.txt and getting pages indexed
Server answered in 0.92 seconds
Medium
Slow first responses cost both rankings and ad conversions. Measured once from our server, so treat it as a rough signal.
What to do: Look at hosting quality, caching and a content delivery network.
How to fix this: Core Web Vitals: how to make a slow website fast
1 of 11 other pages share a title with another page
Medium
When pages share a title, search engines cannot tell which one to show, and searchers cannot tell them apart.
What to do: Rewrite each title so it describes that page specifically.
Show the 1 address
- https://www.163.com/
How to fix this: How to write page titles and meta descriptions
2 of 11 other pages have no meta description
Medium
Google will choose its own snippet for these pages, often a poor one.
What to do: Add a description of 70 to 160 characters to each page.
Show the 2 addresses
- https://www.163.com/
- https://www.163.com/newsapp/
How to fix this: How to write page titles and meta descriptions
1 of 11 other pages have very little text
Medium
Pages under about 200 words rarely rank for anything.
What to do: Expand these pages with useful detail, merge them into a stronger page, or hide them from search.
Show the 1 address
- https://www.163.com/newsapp/
How to fix this: Thin content: what it is and how to fix it
4 of 11 other pages have no main heading, or several
Medium
A single H1 tells search engines what each page is about.
What to do: Give each page exactly one H1 that states its topic.
Show the 4 addresses
- https://www.163.com/newsapp/
- https://www.163.com/dy/media/T1656587753959.html
- https://www.163.com/dy/media/T1616589597231.html
- https://www.163.com/dy/media/T1495590561605.html
How to fix this: How to write page titles and meta descriptions
57 of 57 images have no stated size
Medium
Without a width and height, the page shifts as each image arrives. That is the layout shift Core Web Vitals penalise.
What to do: Add width and height attributes to every image tag.
How to fix this: Image SEO: alt text, file size and layout shift

No sitemap found

Low

A sitemap lists every page so search engines find them all, including new ones.

What to do: Generate a sitemap.xml and submit it in Google Search Console.

Get the fix: A sitemap of the 12 pages we read

Save as sitemap.xml at the top level of the site, then submit http://www.163.com/sitemap.xml in Google Search Console. It lists only the pages this audit read; add the rest.

<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
  <url><loc>http://www.163.com/</loc></url>
  <url><loc>https://www.163.com/</loc></url>
  <url><loc>https://www.163.com/newsapp/</loc></url>
  <url><loc>https://www.163.com/dy/media/T1656587753959.html</loc></url>
  <url><loc>https://www.163.com/dy/media/T1616589597231.html</loc></url>
  <url><loc>https://www.163.com/dy/media/T1495590561605.html</loc></url>
  <url><loc>https://www.163.com/news/article/LBIIBGGI000189FH.html?clickfrom=w_yw</loc></url>
  <url><loc>https://www.163.com/news/article/LBIIBSIM000189FH.html?clickfrom=w_yw</loc></url>
  <url><loc>https://www.163.com/news/article/LBIESDNS000189FH.html?clickfrom=w_yw</loc></url>
  <url><loc>https://www.163.com/dy/article/LBH383NA0514CQIE.html?clickfrom=w_yw</loc></url>
  <url><loc>https://www.163.com/news/article/LBIJ2J9S000189FH.html?clickfrom=w_yw</loc></url>
  <url><loc>https://www.163.com/news/article/LBIJ1L3A000189FH.html?clickfrom=w_yw</loc></url>
</urlset>

Download sitemap.xml

How to fix this: Sitemaps, robots.txt and getting pages indexed

Missing pages answer with 200 instead of “not found”
Low
A made-up address did not return a 404. Search engines can end up indexing endless empty pages.
What to do: Make the site answer unknown addresses with a 404 status and a helpful “page not found” page.
How to fix this: How to find and fix broken links on your website
1 of 57 images have no description
Low
Images without alt text are invisible to search engines and to screen-reader users.
What to do: Add a short alt description to each meaningful image. Use an empty alt for purely decorative ones.
How to fix this: Image SEO: alt text, file size and layout shift
No canonical address
Low
Without it, copies of the page (with tracking codes, for example) can compete with each other in search.
What to do: Add a canonical link pointing at the page’s preferred address.
Get the fix: Canonical tag for this page
Paste inside the <head> of the page.
```
<link rel="canonical" href="http://www.163.com/">
```
How to fix this: Sitemaps, robots.txt and getting pages indexed
No structured data
Low
Structured data lets Google show extras such as ratings, prices, opening hours and FAQs in your result.
What to do: Add schema.org markup that fits the business (Organization, LocalBusiness, Product, FAQ).
Get the fix: Structured data naming your organisation
Paste inside the <head> of the page. Fill in the name and logo address.
```
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "163.com",
  "url": "http://www.163.com",
  "logo": "http://www.163.com/your-logo.png"
}
</script>
```
How to fix this: Structured data: a plain guide to schema markup
Page language not declared
Low
The page does not say which language it is written in.
What to do: Add a lang attribute to the html tag, for example lang="en".
Get the fix: Language attribute
Change the opening <html> tag of every page. Use your own language code if it is not English.
```
<html lang="en">
```

No X/Twitter card

Low

Links shared on X will show as plain text.

What to do: Add a twitter:card meta tag (summary_large_image works for most pages).

Get the fix: Link preview tags for this page

Paste inside the <head> of the page. Replace the image address with a picture of 1200 by 630 pixels.

<meta property="og:type" content="website">
<meta property="og:title" content="网易">
<meta property="og:description" content="Describe this page in one or two sentences.">
<meta property="og:url" content="http://www.163.com/">
<meta property="og:image" content="http://www.163.com/your-preview-image.png">
<meta name="twitter:card" content="summary_large_image">

How to fix this: How to control how your link looks when it is shared

The page does not answer questions directly
Low
Assistants quote pages that state a question and answer it plainly. This page has no question-style headings.
What to do: Add a short section of real customer questions as headings, each answered in two or three sentences.
How to fix this: AI search readiness: how to be found by AI assistants
No site icon declared
Low
The page does not declare a favicon.
What to do: Add a favicon link so your brand shows in tabs, bookmarks and mobile results.
Get the fix: Site icon tag
Paste inside the <head> of the page. Put the icon file at that address first.
```
<link rel="icon" href="/favicon.ico">
```
How to fix this: How to control how your link looks when it is shared

No llms.txt file

Low

An optional plain-text summary of the site for AI assistants. It is cheap to add, but there is no evidence yet that it changes how often a site is cited.

What to do: Optionally add /llms.txt with a short description of the site and links to its most important pages.

Get the fix: An llms.txt built from your pages

Optional. Save as llms.txt at the top level of the site. Edit the first lines to describe what you do.

# 网易

> One or two sentences about what this site offers.

## Pages

- [网易](http://www.163.com/)
- [网易](https://www.163.com/)
- [网易新闻客户端](https://www.163.com/newsapp/)
- [C位观察](https://www.163.com/dy/media/T1656587753959.html)
- [猫头鹰视频](https://www.163.com/dy/media/T1616589597231.html)
- [清流](https://www.163.com/dy/media/T1495590561605.html)
- [纪念孙中山先生诞辰160周年大会在京举行 习近平发表重要讲话|总书记_网易政务](https://www.163.com/news/article/LBIIBGGI000189FH.html?clickfrom=w_yw)
- [独家视频丨习近平：继承孙中山先生的遗志 同心协力共襄中华民族伟大复兴盛举|总书记_网易政务](https://www.163.com/news/article/LBIIBSIM000189FH.html?clickfrom=w_yw)
- [学习时节｜“把强国建设、民族复兴伟业不断推向前进”|中华儿女|中华民族_网易政务](https://www.163.com/news/article/LBIESDNS000189FH.html?clickfrom=w_yw)
- [“奔县游”乘势而上多业共赢——下沉市场火起来①|县域|文旅|文创|市场潜力_网易订阅](https://www.163.com/dy/article/LBH383NA0514CQIE.html?clickfrom=w_yw)
- [中国智造｜赛博街景、无人机交警、空中外卖......这里是深圳！_网易政务](https://www.163.com/news/article/LBIJ2J9S000189FH.html?clickfrom=w_yw)
- [“亚太地区需要更多互信与合作”（APEC中国年：开放 创新 合作）——访印度尼西亚大学东盟—中国研究中心主任拉塞尔|apec|弗里_网易政务](https://www.163.com/news/article/LBIJ1L3A000189FH.html?clickfrom=w_yw)

Download llms.txt

How to fix this: AI search readiness: how to be found by AI assistants

15 things already done well+

One main heading
Good
“网易新闻”
29 subheadings give the page structure
Good
Subheadings help readers and search engines scan the page.
Enough text to rank (807 words)
Good
The page gives search engines real content to work with.
Links say where they lead
Good
No links on the page use wording like “click here”.
Page can appear in search results
Good
Nothing on the page blocks it from being indexed.
Set up for phones
Good
The page declares a mobile viewport.
robots.txt found
Good
Search engines have instructions for crawling the site.
www and non-www lead to one address
Good
Both forms end at www.163.com.
Page code is 265 KB
Good
A reasonable size for the page itself, before images.
1 script holds up the page
Good
Scripts are loaded without delaying what visitors see.
Compression is on
Good
The server shrinks the page before sending it.
AI assistants are allowed to read the site
Good
Nothing in robots.txt shuts out the crawlers behind ChatGPT, Claude, Perplexity or Gemini.
No broken links among 41 checked
Good
Every internal link we followed loads.
Every other page has a title
Good
Checked 11 other pages.
Other pages respond quickly
Good
Checked 11 other pages.

The 12 pages we read+

Page	Response	Time	Words
网易 http://www.163.com/	200	0.92s	807
网易 https://www.163.com/	200	1.76s	807
网易新闻客户端 https://www.163.com/newsapp/	200	0.34s	31
C位观察 https://www.163.com/dy/media/T1656587753959.html	200	0.58s	965
猫头鹰视频 https://www.163.com/dy/media/T1616589597231.html	200	0.47s	1,002
清流 https://www.163.com/dy/media/T1495590561605.html	200	0.41s	448
纪念孙中山先生诞辰160周年大会在京举行习近平发表重要讲话\|总书记_网易政务 https://www.163.com/news/article/LBIIBGGI000189FH.html?clickfrom=w_yw	200	0.56s	405
独家视频丨习近平：继承孙中山先生的遗志同心协力共襄中华民族伟大复兴盛举\|总书记_网易政务 https://www.163.com/news/article/LBIIBSIM000189FH.html?clickfrom=w_yw	200	0.52s	437
学习时节｜“把强国建设、民族复兴伟业不断推向前进”\|中华儿女\|中华民族_网易政务 https://www.163.com/news/article/LBIESDNS000189FH.html?clickfrom=w_yw	200	0.58s	424
“奔县游”乘势而上多业共赢——下沉市场火起来①\|县域\|文旅\|文创\|市场潜力_网易订阅 https://www.163.com/dy/article/LBH383NA0514CQIE.html?clickfrom=w_yw	200	0.34s	494
中国智造｜赛博街景、无人机交警、空中外卖......这里是深圳！_网易政务 https://www.163.com/news/article/LBIJ2J9S000189FH.html?clickfrom=w_yw	200	0.46s	449
“亚太地区需要更多互信与合作”（APEC中国年：开放创新合作）——访印度尼西亚大学东盟—中国研究中心主任拉塞尔\|apec\|弗里_网易政务 https://www.163.com/news/article/LBIJ1L3A000189FH.html?clickfrom=w_yw	200	0.52s	447

Step 2 · Ads

Is the site ready for paid ads?

Ads only pay off when the site can measure what they bring in. We look for tracking tags in the page code; tags that load later, through a consent banner or tag manager, will not show up here.

Google Analytics not found
High priority
Without analytics you cannot see where visitors come from or what they do.
What to do: Set up Google Analytics 4 and add its tag to every page.
How to fix this: What to set up before you spend on ads
Google Ads conversion tag not found
High priority
Google Ads cannot learn which clicks turn into customers without it.
What to do: Create a conversion action in Google Ads and add the tag, or import conversions from Analytics.
How to fix this: What to set up before you spend on ads
Meta Pixel not found
High priority
Facebook and Instagram ads need the Pixel to track sales and build audiences.
What to do: Create a Pixel in Meta Events Manager and add it to every page.
How to fix this: What to set up before you spend on ads
TikTok Pixel not found
Medium
TikTok ads need the Pixel to measure results and optimize delivery.
What to do: Create a Pixel in TikTok Ads Manager and add it to every page.
How to fix this: What to set up before you spend on ads

Audit run on Nov 12, 2026, 10:42 PM. It reads up to 12 pages (60 with a free account) as a search engine first receives them and checks further internal links for errors. Scores are a weighted share of the checks passed.

How does your website compare?

Run the same audit on your own site, free. No sign-up needed.

This page reports only what our audit observed on public pages of 163.com. Adnave is not affiliated with it. If you run this site and something here is wrong, run a fresh audit and tell us.

Loading the report…

163.com: SEO audit and AI-search report

Your plan

What is holding the site back in search

Not served over HTTPS

No meta description

Link preview is missing its title, description, image

Nothing tells machines who you are or what you offer

Page title is short (2 characters)

5 of 11 other pages are hidden from search engines

Server answered in 0.92 seconds

1 of 11 other pages share a title with another page

2 of 11 other pages have no meta description

1 of 11 other pages have very little text

4 of 11 other pages have no main heading, or several

57 of 57 images have no stated size

No sitemap found

Missing pages answer with 200 instead of “not found”

1 of 57 images have no description

No canonical address

No structured data

Page language not declared

No X/Twitter card

The page does not answer questions directly

No site icon declared

No llms.txt file

One main heading

29 subheadings give the page structure

Enough text to rank (807 words)

Links say where they lead

Page can appear in search results

Set up for phones

robots.txt found

www and non-www lead to one address

Page code is 265 KB

1 script holds up the page

Compression is on

AI assistants are allowed to read the site

No broken links among 41 checked

Every other page has a title

Other pages respond quickly

Is the site ready for paid ads?

Google Analytics not found

Google Ads conversion tag not found

Meta Pixel not found

TikTok Pixel not found

How does your website compare?

163.com: SEO audit and AI-search report

Your plan

What is holding the site back in search

Not served over HTTPS

No meta description

Link preview is missing its title, description, image

Nothing tells machines who you are or what you offer

Page title is short (2 characters)

5 of 11 other pages are hidden from search engines

Server answered in 0.92 seconds

1 of 11 other pages share a title with another page

2 of 11 other pages have no meta description

1 of 11 other pages have very little text

4 of 11 other pages have no main heading, or several

57 of 57 images have no stated size

No sitemap found

Missing pages answer with 200 instead of “not found”

1 of 57 images have no description

No canonical address

No structured data

Page language not declared

No X/Twitter card

The page does not answer questions directly

No site icon declared

No llms.txt file

One main heading

29 subheadings give the page structure

Enough text to rank (807 words)

Links say where they lead

Page can appear in search results

Set up for phones

robots.txt found

www and non-www lead to one address

Page code is 265 KB