In the traffic distribution system of Xiaohongshu, the system recommendation of the "discovery page" is the main source of traffic, and the search box is an excellent channel to obtain accurate traffic. Starting from the three dimensions of the review, it helps the brand to better continue to be exposed in Xiaohongshu and obtain high-quality long-term traffic.
Long tail traffic is not important?
Hidden traffic beyond imagination
For the long-tail traffic in Xiaohongshu, a more accurate and concise statement is: After the master publishes notes, he can get a steady stream of traffic in the early and late stages, which has a long-tail effect.
The long-tail flow of notes is often closely related to the competitiveness of notes. Notes with less competition can last half a year or even a year, while those with high competitiveness can last for one week or half a month. According to statistical observations, it is found that notes can be maintained for 30 days after they are released. Stable growth has the potential to obtain long-tail traffic.
According to Guoji · Qiangua Data-Talent Analysis-Notes Analysis, select this note published by a top talent on May 19th, the number of likes is 4639 one day after the release of the note, although There is a trend of reduction at the beginning, but the overall is relatively stable, and there is a significant increase during the big promotion period of May 25th and June 18th. As of 618, the total number of likes is 17019. The increase in likes in the past month can be Reaching 267%, it can be seen that high-quality notes rely on long-tail traffic to bring very good interaction data to experts, and it can be speculated that this note can still get continuous likes in the future , In big promotion nodes such as Double 11, the long tail traffic may be detonated again.
*Increase = (end of period - base period) / base period
Figure丨Guoji Qiangua Data-Expert Analysis-Note Analysis
Also choose another note classified as skin care, attribute as head master, and released at about the same time. The total number of likes was 1390 one day after the release of the note, and the number of likes on June 20 was 1512. The one-month increase is only 8%, which shows that the long-tail traffic of this note is not optimistic. When evaluating the long-tail traffic of target influencers, brands can start with the interaction data of a single note in the past 30 days.
According to the data comparison, the better the long-tail traffic, the better the presentation of the total interaction data, which can bring continuous exposure and search ranking to the brand. The importance of long-tail traffic can be imagined.
Figure丨Guoji Qiangua Data-Expert Analysis-Note Analysis
Long tail keyword layout
Detonate long tail traffic
01
Effective long-tail words are not many
Keywords that are not target keywords but can also bring search traffic are called long tail keywords.
Long tail words do not necessarily contain the target keywords, but words or short sentences related to the target keywords, which can be placed in the title or in the text. Long-tail keywords have the characteristics of high precision and low competition. The value they bring is to make it easier for notes to obtain keyword ranking traffic.
The main keywords bring the traffic of target users, while the long-tail keywords can bring the traffic of potential users. The proper combination of the two can achieve the effect of 1+1>2.
For example, the main keyword of this note is [pregnancy eye cream], the increase in interaction in the past month is 41%, and the traffic is relatively stable, but you can also get more long-tail traffic by optimizing it. First of all, in addition to adding the main keyword in the note , and keywords such as anti-aging eye cream and dark circles are mentioned, you can try to add long-tail words. According to this idea, you can add long-tail words such as "what to do if you have long eye lines during pregnancy?", "recommended cheap eye cream", "easy-to-use eye cream", "eye cream that can be used for sensitive skin" and other long-tail words according to the characteristics of the product to attract more customers. Potential users.
Figure丨Guoji Qiangua Data
Compared with the main keyword of the other note is [salicylic acid], this article mentions less of the main keyword and more around long-tail keywords. This note uses punctuation to refine the key content mentioned in the video. Add long-tail words such as "skin care", "remove blackheads and close mouth", "build skin tolerance" to increase the probability of potential users searching for notes, so even if there is no significant increase in traffic in the early stage, the interaction in the later period can reach nearly 275 % increase.
It can be shown that the layout of long-tail words is not too many but more precise. Effectively adding long-tail words can be searched by potential users with precise needs. Get secondary attention and be planted by users.
Figure丨Guoji Qiangua Data
02
How to find high-precision, low-competition long-tail words?
Through Guoji Qiangua Data-hot search word search, enter the main keyword to see a lot of long-tail word recommendations. The popularity and ranking of these words will change in each season or at the big promotion node. Brands can use This function sees the words that are related to the current real-time popularity and are most frequently searched by users.
For example, the picture below shows that the first word with the highest popularity is "shampoo". In addition to directly looking at related word blocks, you can also click on word blocks to find more divergent long-tail words, and view related notes based on different related hot search words. Discover more creative inspiration.
Combining and extracting the words that users are most concerned about are "oily", "anti-hair loss shampoo", "fluffy" and other words.
Figure丨Guoji·Thousands of Melon Data-Hot Search Word Search
After summarizing these words, the brand can use the user interaction portrait to understand the user's focus of attention under the current hot words and further create.
For example, "hairstyle" can be created as "how to get a fluffy and textured hairstyle?"; "high ponytail skills that must be learned for flat heads"; A must for Ling girls", etc.
Figure丨Guoji Qiangua Data-Hotword Analysis
03
Three categories of long tail keywords
Brands need to pay attention to the marketing strategy of long-tail words. Before creating notes, long-tail words must be planned, embedded in notes, and created and matched according to target keywords to avoid secondary revisions affecting notes. traffic.
This article summarizes the following three common categories of long-tail keywords from different notes, namely:
Classified by user groups: novice Xiaobai, handicapped party, student party, office worker, fitness group, pregnant mother, etc.
Classified by product category: skin care, make-up, fitness and weight loss, home furnishing, accessories, etc.
Classified by usage scenarios: outdoor scenes, high-end scenes, street scenes, commuting scenes, etc.
In terms of scene marketing, brands can create the uniqueness of the product applicable scene according to the formula of applicable crowd + demand emotion, lay out weak correlation and plant grass, and accurately reach users. In addition, the brand side can summarize the long-tail keywords suitable for them according to their own product selling points, characteristics, and tonality, and create long-tail keywords that belong to their own products.
How to review the long tail traffic?
Real-time monitoring of expert notes is carried out through Guoji Qiangua-note monitoring function. Note monitoring can realize minute-level data detection of the number of likes, favorites and comments of Xiaohongshu notes, and can give real feedback on the delivery effect.
After the brand is launched, if you want to know the complete long-tail traffic of a note, it is best to start monitoring immediately after the note is released. The monitoring period is 30 days or 90 days. It is more objective and true to see the post-release notes long-tail effect.
Figure丨Guoji Qiangua Data-Note Monitoring
Summarize
Immediate traffic is worthy of attention, but the probability of user conversion brought about by the strong purpose of long-tail keywords is higher than that of target keywords, which is a magic weapon for brands to obtain continuous exposure. Brands are deploying At the same time, we must firmly grasp the long-tail keywords to make the layout, so as to obtain more long-term and effective exposure. The summary is as follows:
When a brand finds a target talent, the evaluation of the quality of the long-tail traffic of the talent can start with the data of a single note, and calculate the growth rate of the note in the past 30 days.
There are not many long-tail traffic words. If they are accurate and effective, they can be searched by potential users. You can refine words and sentences that are more popular in the current time period, and add more targeted long-tail words based on the scene.
The brand side can use the note monitoring function to review the long-tail traffic, initiate monitoring after the note is released, and give feedback on the overall long-tail effect after 30 days or more.