WeChat use status of Chinese netizens

As an instant messaging software, WeChat makes communication easier and faster. But now instant messaging is no longer just a simple chat tool, it has developed into a comprehensive information platform integrating communication, information, entertainment, search, e-commerce and so on.

  • Instant messaging user scale 800 million
  • Percentage of total netizens 95%
  • WeChat monthly active users 1.1 billion
  • Logged in users every day 95%
  • Use WeChat> 1 hour per day 55%

What is WeChat search? what's the effect?

Looking for service?

Search for weather, stocks, music, medical consultation, and medical consultation anytime, anywhere

Want to be entertained?

Focus on brand, love life, pay attention to finance, enjoy travel, value style, pursue fashion

Want to know hot spots and answer questions?

Then search for news, encyclopedia, Q & A

The role of WeChat search

Can help users quickly find content or services. It also supports information searches such as hot news, encyclopedia, and Q & A. At present, WeChat Search has integrated high-quality public account articles, and cooperates with platforms such as zaker, Zhihu, Douban, Sugar Paper, and Ma Honeycomb to provide in-depth content services.

WeChat search one search general results display

Note: The general results of keyword search are shown on the left, and will be divided into 5 sections, the order of which is not necessarily the same.


WeChat search and search result page optimization

Open the "WeChat Brand Official Zone", after the opening of the brand will have "official" certification, the brand's applet, public account, service and other information will be integrated, and the search results page on WeChat search Yisou can be displayed richer Information, and the WeChat brand official area is also easier to occupy the first screen position of search results.

China Merchants Xinnuo brand search results
China Merchants Xinnuo brand search results
China Merchants Xinnuo brand search results

WeChat search and search results page content optimization

Public account article
  • Public account selection, brand cooperation big V is the best choice, other account requirements: brand related, enterprise certification, there are certain original articles
  • All keywords are included in the title, and the keywords are displayed earlier in the title.
  • The abstract contains keywords that can appear multiple times under reasonable circumstances.
Knowing / Q & A questions
  • The problem title contains keywords and has a problem description, and the description contains keywords
  • There are many answers. The greater the number of answers, the better the inclusiveness of the question, and the question can be answered from multiple angles.
Brand Encyclopedia
  • Create Sogou Encyclopedia for Brand Words

Search optimization of WeChat Search other vertical channels

The vertical search results of WeChat search and search are also optimized because they can be cut in seconds. Vertical search result options include: applet, public account, article, encyclopedia, question and answer, video, novel, music, expression, etc. Among them are operational: applets, public accounts, articles, encyclopedias, Q & A, and videos.

Optimization Case-Longhu Group

Optimization suggestions:

Description:

Expected effect: According to the exit conditions of the brand ’s official zone, “the average daily exposure click-through rate of the official zone in the last natural month is less than 50%”, it can be seen that the exposure click-through rate of the official zone of WeChat for A-level and B-level brand official zones is expected to be 50% the above.

Optimization Case-Longhu Group

Keyword "Longhu Group" In the search vertical search results, the Q & A search results are based on knowing the question and answer. At present, two of the first screen questions are easy to post content, and they are all positive content. The optimization suggestions are as follows:

Knowing that the presentation of a topic is closely related to the popularity of the topic, you can work on the following two points when optimizing:

Optimization Case-Louis Vuitton

Optimization suggestions:


Existing display


optimize the target

Optimization Case-Louis Vuitton

LV search results first page article optimization, generally on

Know almost

Knowing that the presentation of a topic is closely related to the popularity of the topic, you can work on the following two points when optimizing:

1. The problem title contains LV and has a problem description, and the description contains LV

2. There are many answers. The current number one question has 249 answers, far exceeding other questions. Therefore, it is best to be inclusive and answer questions from multiple angles.