Douyin SEO ranking rules and operation procedures

In the first half of this year, ByteDance CEO Zhang Nan revealed that the number of monthly active users of Douyin video search has exceeded 550 million. "In the coming year, Douyin will increase its investment in search." Li Yan, head of Kuaishou search, revealed at the Kuaishou Photosynthesis Creator Conference that the number of monthly active users of Kuaishou search has exceeded 250 million.

There is no doubt that "search" has become a major focus of Douyin and Kuaishou.

The search of "Douyin and Kuaishou" is different from that of Baidu, mainly in that the expression of the results is different from Baidu's text and image content. "Douyin and Kuaishou" pay more attention to the search of video content, also known as "video search", and obtains search results in the form of video. Although the video presentation is more intuitive, vivid and lively.

Through search, Douyin and Kuaishou can accurately provide users with a large number of videos, improving user efficiency. Secondly, search can also be connected with business. For example, when e-commerce and search are combined, "search e-commerce" is formed. Users can directly jump to the interface of the video with goods by searching keywords, providing merchants with a display entrance.

At present, Douyin is focusing on "search e-commerce". Previously, Douyin tested a function called "Search", where users can search for key sentences or words in the comment area, and the search results can show video content similar to the sentence. Many e-commerce creators also participated in it. By leaving text similar to the content of their own sales videos in the comment area of ​​popular videos, other users can use the search function on the text and locate their own sales videos, becoming a free sales portal.

The positioning of Kuaishou Search is clearer, emphasizing "answering every life with life." It can be simply understood as solving users' doubts in daily life through accurate results of video search, and its positioning is more like a video version of Xiaohongshu.

In addition, Douyin and Kuaishou have also recently launched off-site search widgets. It is not difficult to see that they hope to extend the search beyond the ecosystem and establish new external reach windows, so that it is easier to focus on content interaction and the traffic value brought by entertaining content.

What is Tik Tok SEO ?

Given the above background, it is necessary for companies to layout their business on short video platforms. So how to do it? On the one hand, you can open an account and conduct short video content operations. On the other hand, you can plan the SEO of short videos. Now, Mr. Qilin from Yixin Technology will talk to you about Douyin SEO.

What is Tik Tok SEO? In fact, it is to achieve the purpose of obtaining traffic and customers by improving the keyword ranking on the Douyin platform.

Why do Douyin SEO?

1. Douyin has a large user base

Douyin has 600 million daily active users and 550 million monthly active search users. This number of levels is enough to cover users from all walks of life. Therefore, as the person in charge of the company, it is necessary to lay out SEO business on the Douyin platform.

2. Short videos have a better search experience

Compared with traditional search engines, the search results of short videos meet users' search needs more effectively and provide a better user experience. In fact, this is attributed to the fact that short videos improve the efficiency of content.

3. Conversion is more convenient

Douyin has its own store function. Enterprises can open their own Douyin stores. If users have purchasing needs, they can buy them directly through Douyin, making it more convenient for enterprises to realize monetization.

Tik Tok ranking rules

1. Account dimension

1) Account verticality

The so-called verticality of an account refers to whether the account's positioning is accurate and specific, and whether the output content is focused on a certain field. Under the premise that other conditions are the same, the TikTok platform is definitely willing to put a dedicated account at the front, which is beneficial to the user's overall search experience.

2) Number of followers of the account

The number of followers of an account reflects the popularity of the account, and also reflects the stickiness of the account. The number of followers helps the platform judge the quality of the account from the side.

3) The quality of the account’s works

The overall quality of an account is affected by the overall quality of its works. The better the quality of the works, the higher the weight of the account.

4) The number of high-quality works in the account

The number of high-quality works affects the account's satisfaction with user needs. At the same time, Douyin is a content platform. The more high-quality content you can provide, the more willing the platform will be to give you traffic.

5) Number of likes received by the account

The number of likes an account receives is the sum of the likes received by all its works. It reflects, to a certain extent, the degree to which the account is popular among users and is a reflection of the account's weight.

6) Live streaming of the account

Live streaming is a function launched by Douyin. Whether you can make good use of this function is also a dimension for the platform to judge the quality of your account.

2. Content Dimension

1) Content satisfaction

The demand mentioned here refers to the user's search needs. If your video content not only meets the user's search needs, but also has other benefits, it will greatly increase the possibility of ranking high in the search.

2) Relevance of content to target keywords

Tik Tok’s crawler generally identifies the subject of the video through the following aspects, and then checks whether the subject matches the search keyword and the degree of match.

Cover: Does the cover have the target keywords?

Title: Is there a target keyword in the title?

Does the video have a text description? Does the text description contain the target keywords?

Tags: Whether the video tags contain the target keywords

3) Interaction data

Interaction data generally includes likes, comments, reposts, etc. The quality of data in these dimensions also reflects the quality of the content.

The operation process of Douyin SEO

Now that we know the ranking rules of Douyin SEO, how do we do it specifically? Now, Teacher Qilin will tell you the specific operation process of Douyin SEO:

1. Analyze your competitors

If you want to rank Douyin keywords, you should first search for your target keywords and see how the competitors in front of you do it. Generally, you can analyze the top 10 search results. The dimensions of the analysis can include the following aspects:

1) Account positioning

2) Use of video cover, title, and tags

3) The content of the video (how the beginning, middle, and end meet the user's needs step by step)

2. Account positioning

The so-called account positioning refers to what content you want to provide for your target users and how to provide differentiated video content that is better than your competitors. In addition, when doing account positioning, pay attention to verticalization. Content areas cannot be fragmented.

3. Output content around keywords

First, find the keyword roots of your industry. For example, if your account is about operation and promotion, you can use the two keywords "operation" and "promotion" as the roots, and then search in the Douyin search box. You can see the drop-down and related searches. These are the user's search needs, and create content around these keywords.

4. Layout keywords

It is somewhat similar to the traditional SEO layout of keywords. First, you need to find the layout place. When Douyin is doing SEO, the layout places are:

1) Account Name

The account name can contain keywords. For example, the name of Qilin teacher’s Douyin account is called “Qilin teacher talks about operations”, which contains the core keyword “operation”.

2) Account Introduction

The account profile is a general introduction to the account positioning, letting users know what you do? What value can it provide to him? You can place keywords here.

3) Album title

The album function can only be activated when the number of fans reaches more than 10,000. If your number of fans meets this condition, you can activate it and place your target keywords into it.

4) Title of the work

The work title refers to the text introduction you are prompted to add each time you publish a work, and you can place keywords in it. As shown in the following figure:

5) Cover of the work

You can also include your keywords in the cover of your work. If the picture captured by the system does not contain keywords, you can make a good cover yourself and upload it.

6) Text content in the work

The keyword layout of the text content in the work can be done by using the Douyin's add text function on the one hand, and by automatically recognizing subtitles on the other hand, so this requires the target keywords to appear in the content of the video.

7) Topics

Topic is a function that appears at the end of publishing a work, as shown below:

5. Live stream frequently

You can do live streaming whenever you are free, which not only brings you closer to your fans, but also activates your account data, which is beneficial for your ranking. If you really don't know what to say during the live broadcast, you can turn on the voice live broadcast and share some practical knowledge related to the account, which is also a good idea.

6. Data monitoring

After completing the basic operations, you need to observe the data. The data here refers to the SEO ranking, and the data is generally monitored in a cycle of half a month.

7. Data Optimization

If the data is not ideal, it is necessary to optimize the data. The optimization should be considered from the following aspects:

1) Content: Improve the quality of content; change the angle of content

2) Live broadcast: increase the duration; change the content of the live broadcast

3) Number of fans: Use various methods to increase the number of fans, and pay attention to the naturalness of the operation.

4) Interaction data: Artificially improve interaction data and create operation processes, while also paying attention to the naturalness of the operation.

5) Use other TikTok platform features as much as possible

After each data optimization, the data must be monitored, so that "monitoring->optimization" forms a closed-loop operation.

Teacher Qilin has written so much and finally shared everything he wanted to say with everyone. As for why the operation method is like this, it is actually based on the SEO ranking rules of Douyin. Each operation is optimizing various SEO data to achieve the optimal state.

Author: Teacher Qilin from Yixin Technology

Source: Yixin Technology Kirin Teacher