As an important means to connect user needs with brand products and services, search has become an important product mind for users to open Xiaohongshu. How to give full play to the value of Xiaohongshu's "search" and let corporate brands get more high-quality traffic in 2024, this article will take you first.
If you want to do a good job in Xiaohongshu organic search, you need to understand a concept "keyword", and the appropriate keyword will have a far-reaching impact on the later content conversion.
There are 2 types of keyword mining methods, the first is manual mining, and the second is tool mining. There will be a detailed introduction to 2 tools, 5118 and Xiaohongshu Spotlight Platform.
1. Manual excavation.
Manually excavate, first take a look at what places in Xiaohongshu can find suitable keywords.
The first one, system recommendation + guess what you want to search + search and find. Guess what you want to search is mainly based on your daily search habits, some references given. Search discovery is some hot topics on the platform, and if it is strongly associated with the brand, it can be appropriately collected and implanted into the content. Of course, don't chase hot spots for the sake of chasing hot spots, you still have to consider the association of keywords with brands.
Second, search for the drop-down box. I searched for "food tutorial" here, and there are many keywords related to food tutorials in the drop-down box, such as food tutorial home cooking, food tutorial materials, food tutorial practices, etc., you can choose the keywords you want to optimize and implant them into the content, enriching the various expressions of keywords.
The third, the title of the note. The title of the article also has a great impact on the ranking, and the Chinese breakfast collection here is also a keyword with a high degree of matching with the food tutorial. It can also be used as a topic selection direction.
Fourth, everyone is searching. Related to food tutorials are "food tutorial home cooking, food tutorial**, high-value food tutorial, food tutorial traffic breaking", these topics are often searched by users, and they are also some directions that can be used as a reference.
Fifth, account name + comment area. Some accounts can rank high, depending on the name of the account. This account is called "Fat Loss Food", and there are many statements related to fat loss meals and ** in the comment area. These are all good directions for mining keywords.
Manual mining, in addition to mining in the Xiaohongshu station, you can also go to other platforms to collect keywords with ** value.
The first is the e-commerce platform word expansion.
I searched for a baby stroller on the Tmall platform, and the drop-down box gave keywords such as "baby stroller can sit and lie down, baby stroller is light, baby stroller can be folded with one click, and baby stroller is 0-3 years old".
The system also synchronously gives other keywords related to baby strollers, such as feeding bottles, baby car seats, baby balance bikes, baby walking artifact 2023**, etc. In addition to the Tmall platform, other e-commerce platforms can also dig out more keywords with the highest value.
Second, look for the right keywords in the index.
In the index, I searched for the keyword men's skin care, there are how to men's skin care, men's moisturizing, men's acne, men's lotion and other keywords, you can also understand the rising and falling trends of related keywords, and you can also filter the time period below. Through this demand map, you can dig out the right keywords.
Below the index, you can also see how hot the related words are. One is the search popularity, and the other is the search change rate. Among the search popularity, there are several skin care products that are more related to men's skin care, such as Dabao SOD Secret, UNO Facial Cleanser and L'Occitane. The top keywords in the search change rate are how to skin care for men, moisturizing for men, lotion for men, acne for men, and pechoin. These can be used as a reference for digging up keywords on your own.
The third is in the major search engines, Sogou, 360 and so on.
The most common thing on the left is to find keywords in the search drop-down box, and "everyone is still searching" are all keywords related to the target keyword "how to dress for boys in autumn and winter". Some ** article titles can also find some good topic selection directions, such as clothing matching formulas, cost-effective clothing matching formulas, and so on.
Related searches at the bottom of the search engine also have other long-tail keywords with a high degree of matching with the target keyword, similar to boys' autumn and winter dressing, boys' autumn outfits, and so on.
Through the keywords mined in these places, it is also necessary to analyze the relevance of these words to the brand, search volume and commercial value, and finally determine whether to implant them in the content.
2. Tool mining.
If you find it too slow to dig manually, you can also use tools to do so. Let's take a look at the specific use of the tool 5118, 5118's ** is 5118com。Or just search for 5118. A professional SEO keyword mining tool.
Here the steps of 1234 are disassembled. First, find industry traffic and business opportunity mining, and select Xiaohongshu keywords in Keyword Mining. I entered the keyword "beauty" here, clicked on it to enter step 2, and clicked on the search box to find a lot of keywords related to beauty. For example, beauty, beauty bloggers, learning beauty, beauty and skin care, etc.
Export these keywords for later keyword analysis and screening. The specific screening and analysis will be discussed later.
The second tool is the official platform of Xiaohongshu, the Xiaohongshu Spotlight Advertising Platform, and the login **:ad.xiaohongshu.com, you can use the keyword planning tool to mine keywords in bulk.
There are 4 ways to expand keywords in the keyword planning tool, let's talk about intelligent word pushing first. Intelligent inference can be divided into three categories.
The first type of note pushing, check the content of the note in the account promotion, and the system will recommend high-click keywords from peers. In particular, if you push words for the content of notes with high conversions, you can find more potential keywords.
The second type of landing page push words, check the landing page in the account promotion, and the system will recommend high-click keywords from peers. With the same logic, give preference to high-converting landing pages for word pushing.
In the third category, check the product information of the store bound to the account, and the system will recommend high-click keywords from peers. This requires the account to bind the store information, and then the system deduces the words according to the store content.
The intelligent keyword promotion focuses on the system to derive keywords based on the notes, landing pages, and store information in the existing account.
The second method is industry pushing. In the background, you can choose the industry category, here I randomly selected "Beauty & Personal Care - Beauty & Skin Care - Eye Care", and then subdivide it into eye masks, eye serums, eye creams, and eyelash growth liquids.
You can combine the business you want to promote, subdivide it layer by layer, and understand what keywords are in each specific category. Then split the relevance, search volume and business value of the keyword to find the right keywords that can be promoted.
The third method is to use words to push words. The first type of word inference is to deduce according to keywords, I entered the keyword "acne scars" here, and the system matched keywords such as "does azelaic acid remove acne scars, how to remove acne scars, remove acne scars ointment, remove red acne marks" and so on. These keywords are related to what I want to know about "acne scars".
The second category in the word push word is the upstream and downstream push words, and I entered the keyword "men's wear" here. The system matches keywords such as "men's hairstyles, outfits, men's down jackets, men's shoes, men's down jacket recommendations" and so on. These keywords are related to the upstream and downstream relationship of "men's wear" that I want to know, not necessarily directly related, but they are all related to the people who want to know about "men's wear".
The last one is keyword word pack expansion. For example, enter "beauty and personal care" in the background category search box, and the system will match relevant keyword phrases, such as makeup and makeup phrases, home cleaning needs phrases, hand cream phrases, health scene phrases, and personal care scene phrases. Each word pack is a keyword associated with this subdivided word pack, like the hand cream word pack, and the keywords in it are all related to hand cream. You can expand hundreds or thousands of keywords at once, which is very efficient.
3. Keyword screening and classification.
Tools can improve efficiency by mining keywords, but the core is still to learn to analyze keywords by yourself, which is the most difficult part.
Next, I will talk about how to analyze keywords.
The core principle of keyword segmentation is called the MECE principle, which is independent of each other and completely exhaustive. It is to subdivide and disassemble the target keywords constantly, and in the end they can no longer be subdivided, and all the keywords are carried out around a specific business. This part of the keywords on the left is what I wrote in the category of "Keyword Planner - Keyword Word Packs - Household Appliances".
I extracted the keywords related to "i.e. hot water dispenser" separately for analysis. Similar to instant hot water dispenser recommendations for home, instant hot water dispenser recommendations, and water dispenser instant hot recommendations are all good and can be used as target keywords. There are a few tips to refer to when doing keyword segmentation.
The first one is to dig into the root word for classification. Just like the above case of household appliance segmentation, it is classified according to different roots.
The second is to analyze the commercial value of the word. A large search volume for a keyword does not mean that the commercial value of the word is high. You need to analyze why users are searching for this keyword. For example, the user has clearly searched for a certain brand, that is, how much is the hot water dispenser, and the commercial value of this type of keyword is relatively high. When a user searches for such keywords, the content note information just meets his needs, and it is easier to complete the conversion.
Some of the terms belong to the literacy category, which has a high search volume but has no real commercial value. I used to do SEO projects in a leading education company, and found that many people searched for what Xiaohongshu is, and although the search volume is very large, from the perspective of search conversion, the commercial value of this type of keyword is actually not very high.
Third, focus on the competitive difficulty of words. As shown in the screenshot on the right, for start-up brands or new accounts, it is not recommended to make keywords with high competition difficulty. In addition to the weight of notes, the weight of accounts is also very important. In the early stage, you can do more long-tail key foundations, first pave the volume, and make the brand voice up. If the budget is very sufficient, that's a different story.
Fourth, understand keyword search volume. A large search volume for a keyword indicates that there are many users who follow it. Keywords that don't have much search volume can be ignored if the analysis has no commercial value. Focus on taking the time to make valuable keywords.