Xiaohongshu keyword ranking strategy!

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1. Xiaohongshu search ranking

2. The value of Xiaohongshu search ranking

3. Brand types suitable for Xiaohongshu search ranking

4. How to rank Xiaohongshu in search results

1. Xiaohongshu search ranking

First, let's take a look at its definition. Through manual optimization, we can improve the search ranking of notes on target keywords, so that the notes can obtain more search traffic, thereby achieving the process of product promotion or positive public relations. The specific optimization method will be discussed in Part 4 later.

What is the difference between search ranking and search advertising?

According to the official definition, search advertising is an advertisement in which advertisers determine relevant keywords based on the content and characteristics of their products or services, write advertising content, and fund and price the advertisements. The key point of Xiaohongshu search advertising is that it is an advertisement, while the search ranking is actually a soft article. This is the essential difference between the two.

Let's first look at their specific differences. The search rankings at the bottom do not have the [Sponsored] label, while search ads do. Then, note rankings can usually occupy multiple positions, but search ads usually occupy the 3rd or 6th position.

Secondly, in terms of duration, if the content of a note is high-quality enough, it will be pinned to the top of the keyword for a long time. For example, my own account has also posted relevant notes. One of my notes can be pinned to the top of the keyword for 2 to 3 months at most. However, as soon as the search ads stop running, they will immediately disappear from the keyword list.

In terms of display rate, if the note ranking is optimized successfully, at least 50% of search users can see it, but search ads can only be seen by a portion of users who have been tagged and search for this keyword, which is the legendary targeting.

Normally, the display rate of note rankings is slightly higher than that of search ads, but disadvantages also exist. That is, note rankings are usually optimized for soft articles, but search ads are usually reported notes, and soft articles may be excluded or have their traffic restricted.

2. The value of Xiaohongshu search ranking:

First of all, the most common purpose of Party A is to obtain accurate search traffic. General traffic includes recommended traffic (the system makes recommendations based on user preferences) and search traffic (clearly feeding back what users want to the system). In theory, the accuracy of search traffic is much greater than that of recommended traffic.

The second is to achieve the effect of brand interception. Some niche/small category keywords can dominate the screen. For example, the TOP position under a single keyword is limited, only one brand. If multiple notes are on the list, it will be difficult for other brands to get on the list. Tampon is a typical example. According to our statistics, at least 50% of its notes are dominated by Danbis all year round.

The third is brand promotion. Basically, under multiple brand-related keywords, a large number of related notes are ranked and optimized, and as many notes as possible are placed at the top, so that no matter how users search, all they see are notes about their own brand, creating an atmosphere for users that everyone is using their own brand/product. Generally, brands will do this at important marketing nodes, such as Double 11 or 618, when the brand is about to go public or when major products are about to be launched.

The fourth purpose is positive public relations. For example, when negative comments appear on Xiaohongshu, it is necessary to pin the notes with targeted explanations posted under your own brand words to the top to neutralize the impact of the negative notes. In the past, negative notes could be cleared through some operations, but in the future Xiaohongshu will increase its protection against negative notes, making the operation more difficult.

When to choose search ranking instead of search advertising

The main considerations are from the following three aspects.

The first point is cost. Search ads must use registered notes, and the publishing cost may be two to three times that of ordinary notes. In addition, search ads are competitive bidding ads, and in the end everyone's bids are similar, so there may be no profit. Note rankings usually optimize soft articles, and the cost is about one thousand to ten thousand, but about 50% of brands have optimization costs between one thousand and five thousand, and over a period of time, the cost is basically constant, unlike advertising, where the more it is displayed, the greater the consumption.

The second point is the grass-planting effect. There must be an ad logo in the lower right corner of the search ad, so users can tell at a glance that it is an ad. Although search notes are also a form of advertising, users may not be able to recognize high-quality soft articles, which achieves a good grass-planting effect.

Third, duration. As long as the search ads stop running, the notes will disappear immediately; after the high-quality notes are ranked and optimized, they will be placed at the top of the keyword search results page for a long time. We have observed that good notes on small keywords can remain at the top for a long time even if they are not maintained in the later stage, bringing a lot of long-tail traffic to the brand.

3. What types of brands are suitable for Xiaohongshu search ranking?

(1) Brands in the early stages of their development on Xiaohongshu: They lack content accumulation, and direct traffic conversion effects are not ideal. They need to lay out soft articles to build a foundation, which can be done in conjunction with search rankings.

(2) Brands that publish content on Xiaohongshu for a long time: A single soft article may be excluded or have limited traffic, so a large amount of notes is required;

(3) Brands that are able to produce high-quality content on Xiaohongshu can make some SU layouts for notes to make their high-quality content get more search exposure. For example, some brands optimize the keywords of popular articles to get more search exposure.

(4) Brands that use Xiaohongshu as their main marketing platform;

(5) Brands that need to create momentum on Xiaohongshu at key marketing nodes; brands that need to go public/release new products/key marketing nodes; brands that need to attract investment and franchisees to create a positive public opinion environment;

(6) Brands that need to manage public opinion on Xiaohongshu: neutralize negative comments.

│What types of brands are not suitable for search rankings

(1) Brands that are completely ROI-oriented and need to accurately calculate the investment-output ratio of each marketing method

(2) Brands that do not have relevant marketing plans or do not intend to make long-term investments on Xiaohongshu

(3) Brands that do not seriously improve their product's internal strength and rely entirely on some new marketing methods

The ranking of a note cannot be determined solely by external optimization methods, but is closely related to the content of the note itself.

4. How to rank Xiaohongshu in search results

First, let’s explain the principles of search ranking. Take the keyword "quilt" as an example: Xiaohongshu system will extract notes from the 30,000+ notes that have been included and sort the notes according to certain rules.

Two key points: inclusion and certain rules.

Here we focus on analyzing the rules:

Rule: Not only for Xiaohongshu, but for all search engines, it is their mission to present content that most people think is good to users. However, the system itself is not artificial intelligence. It cannot directly read content to judge the quality of content like humans do. It can only make inferences based on a series of data indicators. Among many data indicators (readings, likes, comments, etc.), we believe that the most influential factor is [search click-through rate].

The higher the click-through rate of a note in the search results page, the more interested the searcher is in the note, or the higher the search value of the note, so the higher its ranking position in the search results page.

Author: Zhuang Jun

Source: Zhuang Jun