"Baidu Index is a data sharing platform based on Baidu's massive Internet user behavior data. Through it, we can study keyword search trends, gain insights into changes in Internet user needs, monitor media public opinion trends, and identify consumer characteristics."Judging from the official introduction of Baidu Index, this data product is indeed great, but to know whether it is really that awesome, I would like to conduct a practical exercise combining the cross-border e-commerce and oral medical industries, which I hope to gain a deeper understanding of.If you happen to be curious about how to make good use of Baidu Index in industry analysis and content operation (content selection), then take action without delay, learn about Baidu Index and use it to the fullest.1. Use Baidu Index to analyze industry trendsSince the rise of the cross-border e-commerce industry last year, the Black Friday promotion from mid-November to the end of the month has also become popular, but which e-commerce company is the best at promotion?This time, in conjunction with the recent Black Friday in 2016, we will use index queries on keywords such as " Little Red Book ", "Yangmatou", "NetEase Kaola", "JD Global Shopping", and " Tmall International" to understand the promotion and reputation of various cross-border e-commerce companies, and then learn the various functional modules and advanced usage skills of Baidu Index.
Baidu Index major functional modules
1) Search IndexThe search index is based on the search volume of netizens on Baidu, with keywords as the statistical object. It scientifically analyzes and calculates the weighted sum of the search frequency of each keyword in Baidu web searches. Depending on the search source, the search index is divided into PC search index and mobile search index.Judging from the trend and ranking of the entire search index, Xiaohongshu's promotion on Black Friday had the most significant effect on increasing users' searches for its own brand keywords, with the highest single-day search index reaching 52,350, followed by Yangmatou's 14,905. Unfortunately, the index improvement effects of the two companies this year do not seem to be as good as those of the same period last year, which seems to be affected by the cooling of the entire industry.In addition, if the search trend analysis period is extended to November 1st - November 28th, it can be seen that the promotion strategies of Xiaohongshu and Yangmatou, two powerful teams in the field of cross-border e-commerce, are differentiated. Yangmatou has focused on the mobile terminal this year and has lasted for a long time, while Xiaohongshu has maintained its previous strategy of single-point expansion to achieve short-term detonation.2) Media IndexThe media index is the number of news related to keywords reported by major Internet media and included in Baidu News Channel. It adopts the statistical standard of news titles containing keywords. The data source and calculation method have no direct relationship with the search index.The media index reflects the public relations capabilities and diligence of each cross-border e-commerce company. Yangmatou is the most diligent. After the Alibaba Double Eleven e-commerce storm ended, it continued to build momentum on Black Friday. Xiaohongshu, which is used to keeping a low profile in the market, ranked third. Although Tmall Global is in the adjustment stage after the nationwide shopping spree, they can still rank second with a little effort in their public relations.3) Demand map - demand distributionDemand distribution is calculated by comprehensively calculating the relevance between keywords and related words, as well as the search demand size of the related words themselves. The distance between the related word and the center of the circle indicates the strength of the relevance of the related word; the size of the related word itself indicates the size of the related word's search index, red represents an increase in the search index, and green represents a decrease in the search index.Xiaohongshu's Demand MapNetEase Kaola's Demand MapDemand map of YangmatouJD Global Shopping’s search demand mapTmall Global’s search demand graphPeople are afraid of becoming famous just as pigs are afraid of getting fat. It seems that Xiaohongshu and Yangmatou, two new startups in the field of cross-border e-commerce, still need to continue to work hard on their reputation. After all, judging from searches related to brand terms, quite a few users are still struggling with whether the overseas products they sell are genuine or fake.In sharp contrast to their situation is NetEase Kaola, which shows relatively little demand for "authenticity of NetEase Kaola overseas shopping" in the demand map. It seems that the products sold by this company are more trusted by users, and there are few doubts about it from netizens.4) Demand Graph-Related Word ClassificationSource related words: reflects what other search needs the user has before searching the central word. It is obtained by filtering out the related words of the source of the keyword's previous search behavior and sorting them by relevance.Destination related words: reflect the user's search needs after searching the central word. It is obtained by filtering out the related words that are the source of the next search behavior of the keyword and sorting them by relevance.What will users who search for Yangmatou search for next?5) Public Opinion InsightsNews monitoring: query the keyword media index according to the custom time period, and view the TOP10 hot news in the period. The statistical standard of news titles containing keywords is adopted to provide a jump to the original news address.Baidu Knows: Query popular questions related to keywords on Baidu Knows based on a custom time period. Baidu uses the statistical standard of including keywords in the question title. The popularity of a question on Baidu is determined by the number of question views. Provide Baidu Knows the original text address for the question.Baidu Knows reflects the issues that netizens are most concerned about regarding products. For example, Yangmatou can use it to conduct QA marketing and quickly provide answers that can prove that the product is authentic when users have quality doubts.6) Crowd attributesThe demographic attributes of keywords are clustered and analyzed based on Baidu user search data using data mining methods to provide social attribute information such as gender ratio, age distribution, and interest distribution.This year's Black Friday, Xiaohongshu's performance was the most eye-catching in the three regions of Jiangsu, Zhejiang and Shanghai, while Yangmatou was mainly concentrated in Shanghai and Beijing, and NetEase Kara deeply explored the local advantages of Zhejiang.Xiaohongshu's users tend to be young, mainly between 20 and 29 years old, while those of Yangmatou and Tmall International tend to be middle-aged, mainly between 30 and 39 years old. Another very strange thing is that among the search users, only Xiaohongshu's gender ratio is consistent with our more conventional view: most cross-border e-commerce shoppers are women. What is the specific reason? Everyone is welcome to share your thoughts!
Advanced usage tips for Baidu Index
1) Keyword comparison searchAmong multiple keywords, different keywords can be separated by commas to achieve comparative query of keyword data, and different colored curves will be used to distinguish them on the graph. For example, you can search for "Xiaohongshu, Ymatou, Tmall Global, JD International, NetEase Kaola". Currently, Baidu Index supports comparative searches of up to 5 keywords.2) Keyword data cumulative retrievalAmong multiple keywords, different keyword data can be added by connecting them with a plus sign. The added summary data is displayed as a combined keyword.For example, in order to know the industry trend of the entire cross-border e-commerce, I can search for "Xiaohongshu + Ymatou + Tmall Global". Because the Baidu Index currently supports cumulative searches of up to 3 keywords, I cannot add the volumes of NetEase Kara and JD Global Shopping. Therefore, the absolute value of the combined word index will be smaller than the actual situation of the industry, but the trend should be the same)3) Search by specific region and time periodSelect a keyword and you can view the search index of the keyword in a specific area and at a specific time. For example, I choose "Xiaohongshu Beijing in the last 30 days"4) Regional comparison searchSelect the "By Region" button and click the + sign to add multiple regions. Currently, Baidu Index supports up to 5 regions for comparative search. For example, I selected "Xiaohongshu Beijing, Shanghai, Suzhou". With this function, you can view the data curve distribution of different regions at the same time and conduct comparative analysis.The above is an explanation and description of the function modules and usage skills of the Baidu Index tool based on the industry keywords and brand keywords of cross-border e-commerce. In order not to offend anyone, I will not show the results of this industry analysis in this article.Next, let’s talk about how to select and promote content through Baidu Index based on specific business keywords.2. Use Baidu Index to select topics for content operationsBecause we are currently in the field of oral mobile medical care, we are more concerned about user searches for keywords such as "correction, implants, whitening, tooth decay, wisdom teeth, and children's oral cavity". Therefore, we hope to mine user data through Baidu Index to help ourselves better plan content and select article topics.Part 1: Content Demand Trend ResearchKeyword search index trend chart for "teeth correction, teeth correction, whitening"
Judging from the search trends of oral-related keywords in the past five years, the three content modules with relatively high demand are wisdom teeth, orthodontics, and teeth whitening. Therefore, the priority of subsequent content production can be to satisfy the three major contents of wisdom teeth, orthodontics, and teeth whitening first.
Among them, the demand for orthodontic treatment and wisdom tooth treatment has increased significantly. Another interesting thing is that the demand for teeth whitening is constantly increasing along with the fluctuation of orthodontic treatment (could it be that people who undergo orthodontic treatment have a demand for whitening)
Part 2: Demand MapRelated search demand for the keyword "dental correction" + "orthodontics"1) Netizens who search for the keywords "correction" and "orthodontics" have a great demand for information related to when is the right time for correction, the pros and cons of orthodontics, and popular science about braces on the face, so you can consider writing some popular science articles about the best time for correction and the principles of correction (doctor's video answers).Related search demand for the keyword "dental implant" + "denture"2) For netizens who have implant needs, the majority of their information needs are for implant systems and prices. In fact, there is also some unmet information about whether porcelain teeth or dental implants are better.Related search needs for the keyword "wisdom teeth"3) Regarding the popular demand for wisdom teeth, everyone has been struggling with the issues of whether wisdom teeth need to be extracted and how much it costs to extract wisdom teeth, and what to do if wisdom teeth become inflamed?Related search demand for the keyword "teeth whitening"4) Netizens’ demand for teeth whitening is to help themselves quickly understand the principles and prices of various types of whitening. Of course, it would be even better if they could be told the corresponding prices. For some netizens who are looking for whitening remedies, I suggest that they go to a regular dental clinic, because even CCTV has said that unconventional whitening "secret recipes" (including irregular plastic surgery hospitals) can cause fatal damage to teeth.Long-tail demand mining tool for business keywordsThe demand map of Baidu Index can show some long-tail demands from the trend, but it may not be clear how big these demands are.Here I recommend the "keyword mining tool" provided by Webmaster Home to make up for this drawback. Through this tool, we can see the demand for each business keyword and the corresponding long-tail keyword. (Generally, it is easier to optimize the homepage if the index is less than 100, 200-500 is medium, and it is more difficult if it is more than 1000)Part 3: Public Opinion InsightKeyword "teeth correction + dental correction + orthodontics" related knowledge rankingKeyword "teeth whitening" related knowledge rankingKeyword "wisdom teeth" related knowledge rankingKeyword "dentures" related knowledge rankingKeyword "baby teeth" related knowledge rankingThe value of public opinion insight, especially from Baidu Knows, is more important to operations, because it allows us to know what questions users are most interested in in search engines, which makes it more targeted when doing knowledge search marketing or content selection.For example, when searching for the keyword "baby teeth" related to children's dentistry, netizens are more concerned about the problems of baby tooth caries and baby tooth replacement.Part 4: Crowd PortraitRegional distribution of search requests for oral-related terms1) Searchers for oral-related terms are concentrated in Beijing, Zhejiang, Shanghai, Suzhou, Guangdong and other places. If you have subsequent business promotion plans, you can focus on these places.Attribute distribution of search requests for oral-related terms2) From the overall trend, the searchers of oral-related words are mostly male. As for the age distribution, different oral needs are distributed differently. For example, the information demand related to children's oral cavity and deciduous teeth is mainly concentrated in the age group of 30-39 years old, and the demand for correction is mainly in the age group of 20-29 years old.Another piece of information that is quite useful is that implantation needs to be mainly concentrated in the 30-30 age group. From this point of view, it can be preliminarily judged that the decision-making power or core information source of implantation for many elderly people is their children.Okay, after talking so much about the usage skills of Baidu Index and how to use it to analyze industry trends and content topics, let’s finally summarize the help it can provide to operations.
Research keyword search trends and marketing evaluation.
How much impact will a large-scale event promotion have on the brand and traffic, especially after the offline material delivery?
Insight into Internet users’ needs
You focus on creating content every day, but do you know what netizens really care about and what kind of content services they need?
Monitor media sentiment trends
Public relations effectiveness evaluation and public opinion monitoring.
Identify digital consumer characteristics;
Who are our users (gender, age), where are they, and on which day are they most active?
Analyze market characteristics and competitive products
What is the overall market trend, whether it is increasing or slowing down, and how are the market performances of competing products.
Mobile application product promotion service: APP promotion service Qinggua Media advertising
This article was compiled and published by the author @陈维贤( Qinggua Media ). Please indicate the author information and source when reprinting!
