Former Baidu employee reveals the secrets of knowledge search marketing: Get over 10,000 accurate exposures per week at 0 cost!
|
Search engine promotion is keyword-based marketing. A product can cover hundreds or thousands of keywords. I like to divide these keywords into business keywords and brand keywords. The number of brand keywords for products is relatively small, basically including product name, company abbreviation, and founder's name. Doing a good job in optimizing brand keywords can reflect a company’s strength and its pursuit of lean operations. You can read this practical article on how to optimize brand keyword search in 30 days>>> . The business keywords of a product are the connection points between users with service needs and the product on the search engine. For the vast majority of products, it is very difficult for users to find the product page in the first 10 web page snapshots of the search results page purely relying on their own search weight. To solve this problem, wealthy companies can choose Baidu's paid ranking, which simply and crudely allows the product page to be displayed in the first three snapshots of the search results page. If you are not rich enough, you can try the knowledge search marketing that I did on Xiaohongshu. What is knowledge search marketing? Although the desktop Internet has transformed into mobile Internet, the user behavior scenario has not changed: when we encounter problems or want to learn about knowledge in unfamiliar fields and are struggling over whether to choose this product, we generally go to relevant knowledge platforms to check and ask questions. The knowledge platforms here include Baidu Knows, Baidu Experience, Baidu Wenku, Baike, Zhihu, 360 Q&A, Guokr, and other vertical forums. The essence of knowledge search marketing is soft-text marketing based on keyword search. The number of keyword search requests directly determines the exposure of the soft-text. Among these products that can conduct knowledge search marketing, Baidu's products undoubtedly have the largest search volume. "Knowledge search marketing does not produce visible business output in the short term, but as time accumulates it will become zero-cost marketing that can bring long-term benefits." If you agree with the above point of view, you can continue to scroll up and I will tell you how to implement knowledge search marketing. It is recommended that startups use the techniques mentioned in this article when controlling promotion costs in the early stages, because it is truly zero-cost. Adhering to the principle of conducting marketing wherever there is traffic, this article focuses on the knowledge search marketing of Baidu Knows, Baidu Experience, Baidu Encyclopedia, and Baidu Library. Knowing and having experience, I will give execution tips based on my own practical experience. For Wenku and Baike, I would recommend their commercial advertising services, because it is not feasible to promote these two products at zero cost, as they have very strict content review. Baidu Knows Knowledge Search Marketing Baidu Knows is an interactive knowledge question-and-answer sharing platform based on search. As one of Baidu's few successful products, Baidu Aladdin has always given it very good search weight and display position for 11 years. It has the largest traffic among the four major Baidu knowledge marketing products and is the preferred product for knowledge search marketing. (Xiaohongshu’s knowledge search marketing on Baidu Zhidao) 1. Find questions suitable for marketing To put it simply, knowledge search marketing on Baidu Zhidao means giving correct answers to questions asked by "netizens" and embedding product advertisements in the answers. Therefore, finding questions suitable for soft-text embedding on Baidu Zhidao is the key. Here are two ways to find 100% suitable questions for advertising. The first method is to use the keywords you want to market to search for real user questions on Baidu Knows. If there is no adopted answer or the number of existing answers does not exceed 3, you can use such questions directly (questions that are long but have few views do not need to be answered). The second method is to ask and answer questions by yourself using a fake account. In order to efficiently cover keywords on Baidu Knows, it is recommended that operations can list all the questions to be asked on Baidu Knows in advance, and then ask questions on Baidu Knows after the leader has reviewed and confirmed them. 2. 10 tips to avoid being deleted due to known problems When doing knowledge search marketing on Zhidao, the most frustrating thing is that the questions or answers you send out are deleted. Here are 10 experiences summarized after experiencing multiple deletions. I hope they can help you carry out knowledge marketing safely. 1) Register multiple accounts and ask no more than 2 questions per day for each account. 2) Change IP frequently (please do not log in to QQ, etc. If you change IP too frequently, the system will think your QQ has been stolen and will be locked) 3) Even if you clear the browser cookies, these will still give Baidu some subtle signals. 4) Jump to answer. It is best to answer the questions on the first day after the third day, and the answers should also be accepted after a week. 5) Using the Baidu Zhidao client to answer can reduce the probability of being deleted. 6) Use a high-level QQ account to answer questions. 7) When inserting advertisements, try to use product names, and avoid using words such as WeChat, QQ, and official website. 8) The account asking the questions should not give answers with advertising embedded in them, in order to avoid being targeted and having all previous successful questions deleted by the system. 9) If Baidu is very strict about certain keywords, you can place the keywords in the "other" answers and it does not necessarily have to be "adopted by the questioner" because netizens can also see the other answers. (Advertisements are inserted in the follow-up questions) 10) Organize the information related to the question, record the IP address changed at that time, the content of the question, whether it was adopted or deleted, the account used and the question link. 3. Improve the ranking of questions with embedded ads. Finding the right questions and successfully embedding ads in the answers is only the first step in knowledge search marketing. The next step is to make the question with embedded ads appear higher in the keyword search results. If you want to improve the ranking of questions, you need to make positive operational interference in the three core influencing factors that determine the display weight of questions. 1) Relevance of questions to keywords When crawling pages, Baidu search engine gives priority to obtaining information and matching user search requests from the keywords, descriptions, and titles of web pages. On the Zhidao page, keywords refer to the question tags when asking questions, titles are the title of the question, and descriptions are the first two hundred words of the answer to the question. How to view the keywords and descriptions of a page? Click here to view these website optimization tips. Even if you have no basic operations, you can become an SEO master in seconds>>> To improve the relevance of questions and keywords, you need to layout keywords in the title, question and answer, so that as many keywords as possible exist in the questions you ask, so that netizens will see this question as much as possible when searching. (Keep the question realistic and readable) 2) Number of page views of the question The traffic of a question refers to the PV of the page, which represents the popularity of the question. Its amount has an impact on the ranking of the question. Here you can increase the number of views to improve the ranking. 3) Number of likes on the answer to the question The number of likes on Zhidao represents the quality of the answer to this question. The higher the number of likes, the better the quality of the answer. You can find suppliers on the omnipotent Taobao to get the likes and views. (It seems that the higher the account level of the respondent, the better the quality of the answer) If operators want to do a good job in knowledge search marketing on Baidu Zhidao, they also need to check the ranking and retention of the questions asked every day. If the ranking has not reached the first page of search results of the Zhidao channel after a week, they can continue to increase the volume. If it is unfortunately deleted, they can appeal to restore the question, and finally use the most tragic remedy method of "asking the question again." The above is the zero-cost way of Baidu Knows knowledge search marketing suitable for all companies. The following is a brief introduction to the operations of rich companies and the paid Baidu Knows knowledge search marketing. Baidu Knows Knowledge Marketing (official version) is a new commercial product that better combines customer commercial promotion effects with user browsing experience. Filter out industry/brand issues that are highly relevant to your own business through the business system, answer the questions in the business system, generate your product-exclusive page, and display it on channel pages such as the Zhidao search results page and Zhidao details page. (PC-knowledge search page) (PC-know details page) (PC-Business Exclusive Page) This not only allows the company to spread its specific business scope by "answering user questions", but also increases accurate and strong brand exposure through a large number of image advertising spaces on the exclusive question page, thereby locking in the target consumer group and ultimately promoting conversion. The sales method of knowledge search marketing of Zhidao is CPC bidding, bidding on questions and charging according to entrance clicks (no charge for clicks on intermediate pages). It is essentially triggered by keywords, and is mainly displayed on the homepage of the Baidu Knows (PC+Wireless) search page and the "Similar Questions" on the details page, mixed with natural results. Baidu Experience Knowledge Search Marketing Baidu Experience is a new life knowledge product launched by Baidu in October 2010. It mainly solves the user's "how to do it specifically". The difference between Baidu Knows and Baidu Experience is that Baidu Knows helps users solve general problems of all categories, while Baidu Experience focuses on solving users' life and work problems such as "how to do" and "how to do it", and specifically targets the universal and procedural characteristics of such problems, providing content presentation formats that are easier for users to read, learn and try. (Comparison table of Baidu knowledge search products) A good article on Baidu Experience usually includes five parts: overview, tools/materials, steps/methods, precautions, and references. The steps are accompanied by clear pictures, and users can follow the instructions in the text and pictures and proceed step by step until completion. The experience component also provides operators with a very good opportunity to implant product information. Currently, experience is still in the development stage and the review of content is relatively loose, so experience with embedded advertising is likely to pass. (Xiaohongshu’s knowledge search marketing based on Baidu’s experience) 1. Experience display on search results page The traffic of Baidu Experience mainly relies on Baidu's big search. Only the experience that can be displayed by Baidu search can be seen by netizens. There are three main forms of displaying Baidu Experience in search results. 1) Ordinary Baidu snapshot, which is the display method for every experience. (Baidu snapshot style of Baidu Experience) 2) Baidu Frame Plan, only sufficiently high-quality experiences can be selected. This mainly depends on luck. If you want to increase the probability of being included in the Baidu Frame, it is recommended to fill the experience with more clear photos. (Baidu Experience's frame plan style) 3) Baidu Zhidao search, this is a shortcut to quickly improve the ranking of keywords in the search results of the Zhidao channel page. (Baidu Experience’s Zhidao channel page style) Experience has the least user traffic among Baidu's knowledge search products. However, after many searches, we found that the page ranking for searching the same keyword Experience will be higher than Zhidao. After all, Baidu Aladdin is a high-quality content source, and the amount of Experience displayed is still very large. 2. Tips for embedding product information in Baidu Experience For knowledge search marketing, the more app information that appears in the article, the better. However, Baidu's experience review system is not stupid enough to allow soft articles full of advertisements to pass the review easily. We need to find a balance between good promotion effects and passing the review. The following implantation techniques are what I have discovered after multiple editing and testing. I hope they will be helpful to those who want to conduct search marketing based on experience. 1) Place product information at the beginning of the experience The beginning of the article determines whether netizens will read this experience in depth. At the beginning, you should tell netizens what they have gained from reading this article. You should integrate product information into the beginning of the experience very naturally. After all, this position has the largest display volume. Can you guys help me determine whether the ad placement in the picture below is friendly? (Product information is implanted at the beginning of the experience) 2) Embed product information in the body of the experience When the netizens who have taken the bait start reading the experience and find it useful, we can appropriately remind users in the process that our app can directly meet the needs written in the experience, which is also a clever soft implant. (Product information is embedded in the main text of the experience) 3) Embed product information in the notes of experience Its display is particularly eye-catching, and the embedded advertising can be more rigid. After all, those who can carefully read the experience are true fans, and the advertising review of the experience will be more relaxed in the precautions. (Experience notes are embedded in product information) 4) Submitting unsuccessful experience multiple times For the purpose of promoting apps, the experience knowledge search marketing will more or less touch the bottom line of some Baidu experience review robots and cause the review to fail. If you encounter rejection system feedback, what you need to do is delete the link/QR code, and then resubmit without changing anything. Baidu's experience review speed is quite fast. The experience that failed last time may be able to pass next time. I have pictures and the truth. (Articles that are not rejected will be reviewed after the second submission) 3. How to make experience search ranking higher In order to promote products through Baidu Experience, in addition to embedding product information in the experience, you also have to learn how to set the title and overview of the experience, use the experience advanced editor, etc., so that when netizens search for the product's business keywords, the experience with product information can be displayed (it is recommended to use the "Keyword Mining Tool" of Webmaster Home to find business keywords with search volume for the product). 1) Use Baidu Experience Advanced Editor Baidu search engine is more friendly to experiences generated using the advanced editor than those generated using the simplified editor. If you observe carefully, you can find that experiences that are added with the Baidu box plan are all edited with the advanced editor. For operation and promotion, it is also easy to make good use of Baidu Experience's advanced editor. You only need to disassemble and add pictures to the prepared article in the form of 1.2.3..., and then use the advanced editor to upload the content with pictures and texts. (Baidu Experience Senior Editor) 2) Pay attention to the title and the first 130 words of the experience After selecting the keywords you want to promote, the ideal situation is to use the keywords as the title of the experience, but the title of the experience needs to be at least 6 words. When the keyword has less than 6 characters, use more meaningless prepositions like how, how, about, etc. to make it up to 6 characters (these prepositions are very popular with Baidu Experience and will not be included as keywords); if the keyword is longer than 6 characters, you can directly use the keyword as the title. In addition, in the first 130 words of the introduction at the beginning of the experience, we can include as many keywords as possible that we want to promote without disrupting the fluency of reading. Friends who know a little about SEO will know why I make such a suggestion after looking at the picture below. Although Baidu Experience is a Baidu product, it is still the same as an ordinary web page. Keyword, title, and description are the first to be crawled by Baidu spider crawlers and are the main basis for judging the content of experience web pages. (The page description of the experience comes from the first 120 words of the introduction) At the end of Baidu Experience Knowledge Search Marketing, I would like to share the results of my own Baidu Experience promotion. The product exposure brought by the keywords covered by the experience is more than 4,000 times a week. Among them, "Lotte Duty Free Shop in South Korea" is the experience with the highest reading volume, with 75,634 times. I earned more than 500 yuan from the Baidu Experience's contracted author reward mechanism, 3 yuan per thousand impressions, and each experience reward is valid for one year. Knowledge search marketing of Baidu Encyclopedia Baidu Encyclopedia is the third community product based on the search platform launched by Baidu on April 20, 2006. It is a successful product that Baidu has further deepened its knowledge search system after Baidu Tieba and Baidu Knows. After 10 years of development, the encyclopedia has included more than 13 million entries, with 5.69 million users participating in the editing, covering almost all known areas of knowledge. As the product with the highest search weight in the Baidu system, all keywords covered by the encyclopedia are displayed on the homepage. Xiaoxian is an experienced person with an encyclopedia level close to level 5. His best achievement in encyclopedia knowledge search marketing was in 2014 when he placed a large amount of product information on the “Hong Kong shopping” entry with a search index of 3000+. At that time, whether it was a company abbreviation entry or a product entry, as long as the level was high and there were reference materials, it would basically pass. However, since 2015, it has been obvious that the encyclopedia's review has become much stricter. (In the Hong Kong shopping entry, product information is embedded in a large space) The current situation is that it is relatively easy to create entries for books, animals, history, and society. It is basically a low-probability event for a level 4 account to pass the review for company abbreviations, people, and product entries. Once I helped a friend to make a product entry and it took me ten revisions before it passed. The pass rate of the encyclopedia account dropped to 33%, which almost ruined it. This is why whenever friends asked me to edit entries later, our friendship was ruined because of it. The review is strict and it is strongly not recommended to use the method of changing business-related entries to conduct knowledge search marketing, but it is still recommended to make encyclopedia entries for corporate abbreviations. Currently, the encyclopedia is trying to make companies pay by blocking entries with commercial value. If you have a budget, you can use the corporate encyclopedia service (6998 yuan/year) to make product and corporate abbreviation entries. (Tianhong Fund's corporate encyclopedia entry) Here are some suggestions for those who have a limited budget for encyclopedia knowledge search marketing: start with the simple and then move on to the complex; do not have too much content on the first page and leave the basic information column blank; reference materials are a must; reports from the three major portals, Xinhua News Agency, and print media can increase the pass rate; the higher the level, the better; add internal links to entries; keep the content neutral and use fewer exaggerated adjectives. Knowledge Search Marketing of Baidu Wenku Compared with Baike and Zhidao, Wenku was launched later. Its predecessor was the document sharing platform of Baidu Zhidao. Since its launch in 2009, the platform has accumulated more than 100 million documents. Currently, Wenku supports mainstream file formats such as doc, ppt, xls, pot, pps, vsd, rtf, wps, et, dps, pdf, and txt. There are 50 million users learning online every day, and the document views exceed 500 million times. To do knowledge search in the document library is to upload documents with product information embedded in them to the platform for netizens to search and consult when they encounter knowledge problems. As long as the document is ranked up, the product display volume will be continuous. Here are three small suggestions to improve the efficiency of your document library knowledge search marketing. 1) Choose the right document format Generally speaking, Baidu Wenku prefers PPT and PDF formats. If Word is used, it will not be easy to pass the review. Therefore, it is best to convert the content you upload into these two formats. You should know that the same article may not be approved when uploaded using Word, but may sometimes be approved when uploaded using PDF. 2) Cleverly design the document title It should be noted that the search engine crawler can only capture the business keywords you want to cover through the title of the document page of the library. There is no keyword field, so we must consider SEO when drafting the title. To put it bluntly, it is to do a good job of keywords and long-tail keywords. The purpose of uploading articles is for marketing. If you want to do a good job of marketing, naturally the articles must be ranked and frequently searched by users. 3) Increase document reading The document review time of the document library is relatively long. During this period, the number of uploads should be controlled. For the articles that pass the review, attention should be paid to the number of readings and downloads. These two indicators directly affect the display ranking of the document in the search results. The above mentioned is a free method of knowledge search marketing for Wenku. Since the review of Wenku is a manual advertising investigation conducted by Baidu Online Management Department, it is almost impossible to put links and QR codes in documents. If your boss really wants to put it in the article, you can apply for Baidu Wenku's business document service (10,000 yuan/year), which allows you to put obvious product advertisements in the article and enjoy the privilege of priority document review. (Hippo Dentist's library knowledge marketing) At the end of the article, let’s talk about how to efficiently carry out knowledge search marketing. In addition to understanding the characteristics of each knowledge product, we must learn how to manage knowledge, organize fragmented knowledge into long articles, and conversely break down long articles into fragmented knowledge; we must master knowledge marketing management, prepare knowledge materials for planned business keywords, achieve keyword coverage in knowledge products such as Zhidao, Experience, Encyclopedia, Wenku, Zhihu, 360 Q&A, etc., do a good job of collecting Q&A links and tracking the results, and occasionally use gray methods to increase volume. Knowledge search marketing is an operational job that requires patience. Before everyone starts to practice, they should have a bowl of chicken soup. Here I would like to borrow Luo Pang’s words: do something valuable, keep doing it, and then quietly wait for the report of time. ASO optimization service click link: ASO optimization service introduction IOS accelerated review click link: //www.opp2.com/8854.html APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China. Welcome to follow our official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
<<: Operation and development of cash loan products
>>: Summary of Google Ads advertising tips!
Recommend
K12 Online Education: Yuanfudao Product Analysis
This article aims to help you understand the curr...
How can a newbie on Douyin become a big V? Remember these 7 creative methods
When working in new media , choose a popular plat...
May Day holiday arrangement 2022: Which specific day will classes be made up for May Day? Which shift last week did you take off? Attached is the latest notice!
The May Day is just a few days away. According to ...
Tencent Advertising Account Opening Standards and Requirements: Open Industry for Individual Advertisers!
Open industry for individual advertisers (I) Entr...
Information flow delivery | Core analysis of conversion bidding!
Conversion bidding is the core of information flo...
A manual for systematically building a personal brand
I believe everyone is familiar with the four word...
How does the catering industry make money from short videos?
I recently saw a video where a small noodle shop ...
How to plan a promotional event that will attract a lot of people’s participation?
As a marketing planner, planning promotion activi...
Content operation: 3 nodes of content distribution!
Nodes attract users to aggregate and become the g...
Case analysis of information flow advertising in the clothing franchise industry
This is an era of excellence, and with the help o...
All the information flow advertising optimization tips you want are here!
Account optimization refers to the process of con...
Tips for using the URL displayed in Baidu search promotion!
Tips for using display URL The display URL is the...
Guangzhou Psychological Counseling WeChat Mini Program Function, How to Make WeChat Psychological Testing Mini Program?
Nowadays, with the continuous improvement of peop...
Core skills of Double Eleven marketing activities!
Since 2014, November 11th of every year has becom...
Observation on buying traffic on Tik Tok and Kuaishou platforms!
As the current leaders of short video platforms, ...