For brands that do corporate marketing on the new media platform, there are three points that must be taken as long-term optimization ideas, namely platform algorithm, content tonality and operation strategy. The platform algorithm determines the logic of our account traffic distribution, the content tonality determines the exposure of the account/note, and the operation strategy is the operation behavior we take to make content on the platform in order to achieve a certain goal. Different platforms have different platform algorithms, content tonality and operation strategies, so generally speaking, the whole platform distribution of a content is a relatively inefficient strategy. It is a strategy not to waste content resources to build a platform and distribute content on the platform, but it is not good. There may be a small partner who is lucky: "I didn't think so deeply, I just did it/I just recruited someone and did it well." So, does your team or company need to do it casually, or does it have a long-term and stable operating model? If stability is needed, we should turn "outbreak" into "normality" and "idea" into "strategy". Knowledge is systematic, and a system has a certain reading and learning threshold. Therefore, this content will not make the text too easy to understand, because a popular interpretation that is too divorced from the original intention will result in-easy to understand and low upper limit. Search page is the key path to form the reputation of brand products and influence users' minds. In Xiaohongshu, more and more users regard Xiaohongshu as a search tool. 90% of users of Xiaohongshu will search Xiaohongshu before buying, and 60% of note traffic comes from search pages. Therefore, in this issue, we will focus on the search traffic part of the platform algorithm and teach you how to increase the proportion of search traffic in your notes. I chose an account that exploded in the past three months, and the content of this account reached the score of 1 1%, which is a note with very high interactive quality. The purpose of taking notes is to obtain customer information, and the strategy is to pay more attention to pictures than articles, so the average viewing time is less than 20 seconds. It can almost be judged that most users leave preliminary customer information clues (comments) without looking at the copy but only at the pictures. Let's look at the reading source of the notes. Many times, we can't control the amount of home page recommendations (depending on the overall weight of the account+the content of a single note), and we can only make a relatively stable search ranking. The search exposure of high-ranking notes under keywords improves the overall exposure of this note. Because of the high proportion of search traffic, the purpose of users' needs is accurate and the interaction of notes is high. So, how did we make this explosion? Aside from the account weight and traffic allocation algorithm, in a specific single note-we wrote the right content at the right time and laid the right related words in the content, and finally this note was on fire. We focus on how to make content words, and the appropriate time and content are not mentioned in this article. If you are interested, update later. First, understand the definitions of different keywords, and finally summarize the efficient writing methods of content keywords. First, the definition of keywords: users enter a word (sentence) to search for content, and the search engine has the search results of the searched webpage. Among them, the content input by the user is the "keyword". Keywords should have three characteristics: relevance to brands, search volume and commercial value. What is relevance? For example, I have been watching BYD Han recently, which is a hybrid car. Its special feature is that the cooperation between motor and engine is Dmi mode. Compared with other hybrid technologies, DM-i has many advantages, and its "core idea" is that electricity is the mainstay, supplemented by oil. Architecturally, DM-i super hybrid is based on high-capacity battery and high-power motor. The vehicle is driven by a high-power motor during driving. The main function of gasoline engine is to charge the battery. It can only be driven directly when more power is needed, and the load can only be reduced by cooperating with the motor. This hybrid technology is different from the traditional hybrid technology that relies on engine characteristics, and can reduce fuel consumption more effectively. 12 1km+ fast charging and slow charging, a box of oil with more than 300 pieces can run 1000km. With the above information, if you are a BYD brand that operates content in Little Red Book, and now there are the following words as your first brand content words, which one would you prefer? Electric vehicles, trams, electric vehicles, new energy vehicles, electric hybrid vehicles and hybrid vehicles do not consider the search volume and commercial value of keywords. Simply searching for these words subjectively, electric car is the first word that will definitely not be done, as shown below. The search results display pages are all "electric bicycles". I know that people will not make such low-level mistakes in the process of operation, but the reality will be more pleasant. I have met many friends who have no notes at all, which makes me laugh and cry. In fact, there is nothing wrong with the choice of keywords, because many industries are too complicated to be as distinct as the above example. When other keyword search display pages are all correct results, let's look at the search volume again. Trams (350,000) > new energy vehicles (1.7 million) > electric vehicles (1.7 million) > hybrid vehicles (1.0 million) > electric hybrid vehicles (3,400). The more notes, the greater the traffic on the platform, so we will choose the most popular keywords. Of course, this is the keyword screening method in the little red book platform. The outflow word tool of 5 1 18 can be used to supplement the keyword selection of xiaohongshu, and the word with the longest tail is usually the keyword. After the relevance of keywords and the search volume are determined, the commercial value of keywords is a factor that we must consider. Take the beauty industry as an example. Does your subject word have a good reputation? Do you often go to hot spots? Does it only contain ingredients? Is it just a brand word that users remember? So a friend asked me, in the face of a strange industry, talk about products first, and then talk about sales. Only when we talk about the whole link can we return to the core point of the content-how to lay out keywords efficiently. Second, the definition of long tail words: combined keywords that are not target keywords but related to target keywords on the website can also bring search traffic. Long tail keyword features: 1. It usually consists of 2-3 words or phrases, and exists in the content page, besides the title of the content page, it also exists in the content. 2. The search volume is less than the keyword, which is unstable. 3. The probability that the long-tail keywords will turn customers into website product customers is much higher than the target keywords, because the long-tail keywords are more purposeful. 4. There are a large number of large and medium-sized websites with long tail keywords, and the total traffic is very large. For example, the target keyword is clothing, and its long tail keyword can be men's clothing, winter clothing, outdoor sportswear and so on. Basic attributes of long-tail keywords: 1. Strong expansibility, strong pertinence and wide range. 2. The long tail keyword is an extension of the long tail theory in keyword research. The "long tail" has two characteristics: thin and long. Fine, indicating that the long tail is a small market share, which was not valued in the past; Long, indicating that although these markets are small, they are numerous. Countless tiny markets will accumulate and occupy a considerable market share-this is the idea of the long tail. Third, brand words Good operation must be good brand marketing, but good brand marketing is not necessarily good operation. Marketing focuses on planning, while operation focuses on details. When operating an account, in most cases, the brand keywords given by the boss/superior/brand/company do not conform to the platform tonality, and the operation needs to be optimized and adapted through its own operation strategy. After the adaptation, the account will be ready. If you don't adapt well, you can't see the way out after day. Correct brand words should be derived from product functions, competing products, platform hotspots and related major time activities. Then, by analyzing the data manually, we can understand the situation of keywords and users' perception of related words, and finally determine the brand keywords and screen them layer by layer to ensure the best keywords. The above picture is the idea of brand words I made temporarily with PPT. You can think about the brand/product you are making, which words are pushed every day and which words have never been paved. In the process of laying brand words, we will find many different ideas: "stepping on" peer comparison-that is, product evaluation, and small brands rubbing against big brands is a popular content form. Traffic is good on weekdays, but poor on holidays. There is a difference between the subject words of weekdays and holidays. The content of Xiaohongshu is planted with grass, and Taobao pulls weeds. The words that frequently appear in the comments of users who place orders, that is, e-commerce feedback words, have been optimized and fed back into Xiaohongshu's content? Finally, it summarizes the matters needing attention that the search traffic of Xiaohongshu accounts for a large proportion, and how to carry out keyword layout in all directions: 1. Choose the right brand words and adopt the method of "combining hard and soft", with soft and wide words, hard and wide. Hard and wide brand registration, soft and wide form is search, and the ultimate goal is to obtain traffic. 2. Always choose the topic of the next day, not the topic of the day, focus on the future, and choose the hot search words during the rising heat value. For example, after watching the weather forecast for a few days and the temperature reaches ×× degrees, it is necessary to prepare "high temperature warning, sensitive muscles such as sun protection" in advance for preheating. 3.73 principle, 70% long tail words +30% instant words. 4. The new brand/new little red book needs to pay attention to the refinement of large-scale words. Sun protection is a big word, so the sun protection of the student party is a small+big principle. Long tail words are easier to see the effect, of course, there are bottlenecks. 5. A short message doesn't end after it is sent. A single note is a preliminary "reconciliation" between us and the user old love rat (whether you like it after reading it, whether you like it or not, whether you comment or not, and whether you don't buy it after asking). Then, after reading this content, what text and corresponding content can we modify and try to re-expose the account when the content data is stagnant? 6. The old and the new are different, and the maturity of accounts and brands and different creators are different. Never say, "Why am I not angry when others are angry?" The content is a fluke. Without its own methodology, there will be no long-lasting fire. Zhikeyun focuses on the operation of Xiaohongshu, does not push people, and does refined operation services around the account.