A new outlet for traffic! Comprehensive interpretation of Baidu Bear 2.0 era from 3 major directions!

In fact, after the release of Baidu World Conference last year, brand business owners have gradually opened and operated Xiong Zhanghao accounts. It has been almost half a year now. From the initial docking sites to the later docking of Baijiahao and Tiaotiaohao and other self-media content, the definition of Baidu Xiong Zhanghao should be said to be becoming clearer and clearer.

What can Baidu Bear do?

1) Take into account the simultaneous release of content from each brand owner’s media matrix to gain content exposure on the search side.

2) Like self-media, it can gain the attention of Baidu’s fan group and continue to have subsequent impact.

3) Bring more traffic and higher conversions to the site or brand owner.

4) Connect with authoritative corporate Q&A to make brand owners’ answers more authoritative and gain ranking advantages.

5) Add an “original” label to search results to provide a better original content protection and ranking mechanism.

Screenshot: Authoritative Q&A from the enterprise. It is said that only dozens of applications were successful in the country. ↓↓↓

Screenshot display: Xiong Zhanghao original or official logo, more authoritative and protects the original. ↓↓↓

What goals can Baidu Bear achieve?

1) Search content exposure makes the content more valuable and attracts more fans.

2) Improve the efficiency of SEO and achieve the priority ranking of original content as quickly as possible, with higher conversions and more traffic.

3) Through Xiong Zhanghao, you can get rich media display opportunities, making click-to-conversion more efficient;

4) In response to fans’ questions, there is a search and communication portal to answer questions.

5) Self-media content is no longer closed. Even closed self-media can be exposed on Baidu and obtain original protection.

To sum up in one sentence:

The fan group gradually gathered, user conversion continued to increase, and brand reputation continued to improve.

So, what can Xiong Zhanghao do and what goals can it achieve?

Screenshot shows: Why is the conversion rate of Xiong Zhanghao so high? Because it has richer styles and more diverse displays. For example, Zhongguancun Online, this area is too large and has too many styles! It’s almost as big as the mobile product center…

From my long-term understanding of brand owners, the brand owner search end realizes a three-dimensional ecosystem:

Fans, complete the accumulation and communication of users on the search side

Traffic makes SEO more efficient, with more and more stable traffic

Brand, brand exposure can be sustained, brand reputation is more solid and more proactive.

I want to explain how to operate in this article, but the space is not enough. I will try to express the information points that I personally understand as concisely as possible. There is indeed too much to understand and learn. I hope that everyone can learn from it and explore the problems encountered in actual operations and explore solutions. Today I will mainly introduce several core operations:

How to operate Xiong Zhanghao?

1) Content is of utmost importance! Xiong Zhanghao can currently directly connect to official websites, Baijiahao, Toutiao and other content, so how to ensure that the content keeps pace with Xiong Zhanghao in terms of quantity and quality is a very important part.

2) Users are the invisible hand! As long as users are involved, there will be aggregation effect, interaction and stickiness. Therefore, no matter how excellent the content is or how large the volume is, please pay attention to operating your fans (fan growth, fan messages, fan Q&A, etc.).

3) Transformation is the basis of value! Now that we have traffic, how to guide it, operate it reasonably and achieve the final conversion requires long-term and continuous exploration. Whether it is conversion or user stickiness, we need to operate the traffic reasonably.

4) Technology is the key to innovation! First of all, Xiong Zhanghao has a certain technical threshold, so whether it is your own internal technical equipment or outsourced agents, you need to provide more technical support in subsequent operations. This is not a must, but it is one of the necessary conditions for brand owners to do better and more efficiently. Technology is not necessarily necessary, but it is needed to play it in a fancy way.

The key points are: improve the Xiong Zhanghao index, and increase the frequency and number of article updates!

0-99 is easy to do

100-499 is also relatively easy

More than 500 may take 3-6 months

It may take longer to get above 700, but have confidence in yourself and you can achieve it if you dare to think about it.

What is the difficulty?

1) Human resources issues. What is worrying brand owners more now is the matrix marketing trend brought about by the self-media era, such as Baijiahao, WeChat , Weibo, Douyin , Zhihu, Toutiao, etc. Can brand owners just say no to these? If we say do it, what should people do?

At present, it seems that the only options are outsourcing and agency operation, which is currently the most efficient way, no doubt about it. Of course, brand owners have their own content team and can choose to operate it themselves, thus creating an extra position! At the same time, if technical support is needed, you will also face this threshold. How to solve more high-standard requirements?

2) Budget issues. As a new search product, brand owners need to make decisions on budget allocation for Xiong Zhanghao. I personally think that this budget can be included in the SEO budget and priced according to the content operation volume. Secondly, when it comes to budget, the input-output ratio will be calculated. There is currently no reference for this part of the calculation, so it still takes time and experience to help brand owners make better decisions.

3) Content issues. Some people may wonder, if I connect to Xiong Zhanghao, I can connect to various contents, so why do I still have content problems? Here we need to mention the issue of Xiong Zhanghao's policy bias. In the future, Xiong Zhanghao will encourage more video content, so this content is not only a difficulty for brand owners, but also a difficulty for many content teams. The extensive editing teams in the past can no longer meet the needs of consumers. Now high-quality video content is needed, and the trend in the future will be more obvious.

4) Technical issues. This is not absolute, but I want to mention it here. After all, when the competition in the Xiongzhanghao market becomes fierce in the future, technological advances such as MIP transformation and HTTPS transformation will be better than no transformation.

What support do you need?

1) Decision support. First of all, brand owners need to make decisions as soon as possible and invest in the opening and operation of the Xiong Zhang account. Why do I say that? Considering that the current traffic inclination of Xiong Zhanghao is 30%, it is expected to reach 80% this year. This means that if brand owners do not open and operate Xiong Zhanghao, they may lose a lot of SEO traffic. Therefore, the first thing to do is to make up your mind to do it.

2) Content support. After brand owners open a Xiong Zhang account, they need to have a long-term plan for the content. Which content should be updated? Should it be the website, Baijiahao, or Toutiao? What is the approximate daily amount? Is there any estimate of the amount after 3 months or 1 year? These are all factors that determine the success of Xiong Zhanghao’s operations. Of course, choosing text + picture content, or rich media format: text + picture + video content model is also considered for future support.

3) Technical support. This is almost unnecessary in the early stages. Only when the operation reaches a certain level and the amount of data submitted every day exceeds a thousand times, higher requirements may be placed on the technology. Therefore, it is important to make it clear to everyone here that no technical investment is required in the initial operation of the Xiong Zhang account (provided there is a mobile page), and you can even directly connect to the Xiong Zhang account. Only when the brand owner requires a large number of connections to various accounts and content, there will be higher requirements for technology.

In other words, after the Xiong Zhang account is opened, without making any technical modifications, under the condition of good SEO foundation, it is at least guaranteed to have better SEO results than the original one! I think everyone should understand it better ^-^

We all know that the first comers get the meat. After the later ones are connected one after another, Xiong Zhanghao will need a set of sorting and display mechanisms. At that time, the advantages of Xiong Zhanghao compared to the current SEO that I mentioned earlier will no longer exist. I predict that there will be several stages in the future.

1) In the early access stage of Xiong Zhanghao, some industry leaders quickly grabbed traffic;

2) During the rapid development of Xiong Zhanghao, competition intensifies, content duplication becomes increasingly high, and sorting becomes more complicated. During this stage, videos and rich media content will be displayed first;

3) Xiong Zhanghao has reached a fully mature stage, with lower video production costs. Most brand owners can complete video content production, and everyone’s content levels are getting closer and closer. At this time, user experience is what determines success or failure.

Therefore, for Xiong Zhanghao, it is really just 1.0 to 2.0 now. I estimate that 3.0 or even 4.0 will usher in new challenges in the future within 3-5 years. Are you ready?

What do operators look forward to most?

Xiong Zhanghao can be accepted by customers to the greatest extent and handed over to third-party content companies for operation. This is a good opportunity for SEO companies and content creation companies. How can I not look forward to it?

Will domain names become worthless?

This question is very interesting and probably a very controversial topic. We assume that Xiong Zhanghao will replace more than 90% of search results in the future. Its final form should be connected to the results of a series of websites + APPs including websites, Toutiao, Douyin, iQiyi , WeChat, Weibo, Zhihu, Xiaohongshu , etc. The original search content came from websites, and the content in the Xiong Zhanghao era is more likely to come from APPs. Will the value of the domain name become lower?