WeChat "Search": How to layout keywords to grab traffic

On May 17, WeChat iOS users updated to version 6.5.8, adding independent entrances for “Search” and “Take a look”. According to the official introduction, through the "Search" search entrance, users can actively search for keywords to obtain related articles, public accounts , mini-programs and other information.

In fact, WeChat search results now include not only WeChat public account content, but also other Internet content. There is no need to jump, you can read it directly, which is equivalent to a mobile search engine . By entering "Take a Look", users can browse hot news, information that friends are interested in, and articles that interest them.

Given the huge daily activity and average daily reading volume of WeChat, we are considering utilizing the “Search” and “Take a look” entrances to effectively increase the exposure of the official account and the number of article readings.

Traffic Layout

"Search" entrance

1. How to choose keywords

Since the search portal is used to direct traffic to the official account, the keyword layout should be consistent with the user portrait and content characteristics of the official account itself, roughly including several categories such as APP promotion , operation , and information flow .

2. Keyword classification

Keywords are divided into core keywords and long-tail keywords .

Core keywords

According to the WeChat Index , the top promotional keywords, such as promotion, operation, product, channel , ASO , APP tools and other popular keywords; regularly sort out keywords, take the month as the dimension, and optimize and adjust according to the keyword search popularity;

Long tail keywords

When the user enters the core keyword in the "Search" entrance, all the keywords displayed in the drop-down box are long-tail keywords. For example, when searching for "promotion", a drop-down box will show "promotion platform", "promotion official account", "promotion plan", " promotion channel ", etc. When the user conducts a fuzzy search and does not have a specific search content, the content recommended in the drop-down box can participate in the user's selection, effectively increasing the click volume of the long-tail keyword.

(Note: Given the massive amount of content included in Souyisou, as far as WeChat is concerned, the long-tail keyword entrance can not only achieve traffic distribution, but also has certain monetization capabilities)

Take a look at the entrance

Currently, the "Take a Look" entrance provides users with a personalized reading experience based on WeChat's big data . The "Take a look" entrance has added many labels, such as: Friends are reading, Hot topics, Already followed, Shenzhen citizens are reading. Different labels are distinguished by different colors. This recommendation mechanism involves many aspects. Among them, clicking on a hot topic will enter the topic page and list ten related public account articles on the topic.

How to layout and content specifications

Cover

1. The recommended ratio of the cover image is 1:1, and the length and width should not be less than 200 pixels; (Except for the cover image of the headline)

2. The cover image must be complete and clear. Please do not upload blurry screenshots or cover images with black frames or blurry borders.

3. The cover is exquisite and the colors are bright;

4. The cover image should be closely related to the content of the article;

title

1. The title must contain the most searched core keywords among similar words, and try to include long-tail keywords;

2. The title must be eye-catching, interesting and interesting, and avoid excessive clickbait ;

text

Long articles have certain advantages in acquiring keywords. The layout of the main text of the official account should pay attention to the following aspects:

• Remember that pure pictures must be supplemented with text content;
• The content of the article must contain relevant keywords and maintain high frequency exposure of core keywords;
• The core keywords are placed at the beginning of the article. When users browse the feed , they will jump directly to the first display of keywords in the article by clicking on the title. Therefore, the keywords must be placed at the top to improve the reading experience.

Material selection

The requirements for selecting articles for public accounts are: one is to conform to the platform's tone and contain popular home keywords; the other is to use the high attention of hot topics themselves to package and transform hot topics, better combine hot topics with home content, and increase natural search volume and WeChat "Take a Look" recommendations.

Current situation and solutions

Question 1:

Searching the homepage, WeChat provides six content options: Moments , articles, public accounts, novels, music and emoticons. Not only that, since the search portal integrates internal and external content, this feed stream is destined to be infinitely long.

For example, when searching for " Jack Ma ", the search results will appear in the following order: Jack Ma expressions, Jack Ma information (generally real-time news and external traffic), then Jack Ma's circle of friends, and finally the public account content, interspersed with external information content, encyclopedias , news, and advertisements may appear in the future. It can be said that in the initial stage, the content of the official account may still occupy the first three screens, but it is unknown how much weight the official account articles will have in the future.

Solution:

There is no solution at present. Keep an eye on official actions and make flexible adjustments based on their strategies.

Question 2:

The number of times a service account can post is limited. Service accounts can only push messages four times a month. Compared with subscription accounts , the number of posts and the number of posts are greatly reduced, and there is no quantitative advantage in traffic layout.

Solution:

• Group posting is launched online to break the platform's limit on the number of posts;
• Layout the public account matrix, implement the linkage mechanism, and increase the exposure of the platform and articles.

Question 3:

The forwarding rate of articles in public accounts is relatively low. Based on the social attributes of WeChat, articles that have been read and forwarded by friends are more likely to be recommended in "Take a Look".

Solution:

Use various methods to guide users to forward articles, such as: guiding with messages on small accounts, forwarding reward mechanism (physical and virtual prizes), ensuring high-quality content, etc.

postscript

On June 16, according to Caixin.com, WeChat began to provide advertising content for mini-program searches and “Search” results. When users search for keywords such as "promotion" and "operation" above, the first content that appears is a sponsored advertisement, and when clicked, it is the sponsor's mini-program.

The WeChat team said that the "Mini Program Keyword Promotion Function" is currently in the pilot stage, and the official opening time has not been determined. Currently, only a few users can see it. (You’re right, it’s starting to materialize…)

Mobile application product promotion service: APP promotion service Qinggua Media advertising

This article was compiled and published by the author @不停声色 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map