How to layout and optimize keywords for Xiaohongshu in 2025?

In the content ecosystem of Xiaohongshu, keyword layout and optimization are key strategies to increase brand exposure and note ranking. Starting from the search mechanism of Xiaohongshu in 2025, this article discusses in detail the importance of keyword layout, extraction methods, content skills and layout strategies.

Search is the main usage scenario for Xiaohongshu users

The smallest unit of Xiaohongshu content is a keyword. The algorithm relies on keywords to match users, thereby linking more users related to categories and products. It can be said that keywords are the key to whether or not to match users and what kind of users to match. Therefore, how to layout keywords is particularly important. How to make notes appear first on the search page of target users is the key to brand layout in Xiaohongshu.

1. Xiaohongshu keyword note sorting mechanism

First, we need to understand the Xiaohongshu ranking mechanism, and then optimize the note promotion and layout based on the Xiaohongshu platform mechanism.

In Xiaohongshu's ranking mechanism, there are many factors that affect the ranking of a note, such as account weight, content quality (originality, likes, collections, and reposts, etc.), interaction data, keyword layout, and timeliness.

There are many elements involved, and it is not simply sorted by interaction data, so when you create content around keywords, you must take all these factors into consideration. After understanding the mechanism, you can formulate cooperation content and data goals based on your own promotion needs.

2. Keyword Extraction Method

If you want to improve your search ranking, you must first know what your potential customers are searching for. Keyword research is the first step to improve Xiaohongshu SEO. You need to find out the popular search terms related to your brand and products. These terms should be natural, relevant, and have high search volume.

1) Observe competitor keywords

Especially for keywords that competitors have already completed a round of advertising, we can take advantage of the popularity of competitors and use some evaluation and comparison notes to compete for traffic.

2) Use Xiaohongshu to search for suggestions

Simulate users to search for keywords and see what drop-down words and associated words the platform recommends.

3) Use third-party tools to analyze hot topics and trends

Here are three ways to find popular keywords. You can use the keyword recommendation function in the Focus backend to find upstream and downstream keywords, and determine the scope based on the popularity of each keyword. Alternatively, you can use the hot keyword recommendations on Qiangua to determine keywords. The creator service platforms of Dandelion and Xiaohongshu can also help us focus on the recently popular keywords.

Here we take Qiangua Data Platform as an example: we capture the hot words in comments, content keywords, search hot words, etc. of related industries under the industry traffic market to see if there are any that can match our derivative word library and keep them

4) Create sub-category keywords in the big category

When a new brand first starts using Xiaohongshu, it is recommended to refine the major categories first and select appropriate keywords in the sub-categories. 5) Layout the hot search terms during the rising period

When doing Xiaohongshu SEO, you need to look to the future and plan ahead for hot search terms during the rising period of popularity. For example, you should start planning content related to high temperatures in early summer, and some special nodes, such as: Chinese Valentine's Day, Valentine's Day, Christmas, etc.

3. Keyword content skills

1) Content is king

I know everyone is tired of hearing these four words, but no matter when, on a decentralized distribution platform, the quality of content determines the quantity of distribution, and it can also determine the search ranking.

Remember, the content must be authentic and resonate with users. Xiaohongshu users like authentic and emotional content, not cold advertisements. They want to get a marketing feel. When planning content, think more about user usage scenarios, contextualize the content, and integrate the content into scenarios. To do scenario-based marketing well, you can read this article: Xiaohongshu category scenario content is becoming ineffective...

2) Both soft and hard tactics

Choose the right brand words, and use the method of "soft and hard" of soft advertising words + hard advertising words. Hard advertising is for delivery, and soft advertising is for seeding. Hard advertising is for brand reporting, and soft advertising is in the form of search. The ultimate goal is to obtain traffic

3) 73 Principle

The "70%-30% Principle" states that when updating content on a daily basis, it is recommended that 70% of the content be long-tail keywords and 30% be hot search related, timely keyword content.

4) Find ways to increase interaction

As mentioned above, interactive data is also one of the factors affecting search rankings, especially comments.

From what I’ve observed, the more comments a note attracts, the more likely it is to take up a high position, especially for notes where the number of comments is greater than the number of likes.

You can actively encourage users to leave messages under the notes, ask questions or initiate discussions. Active calls are definitely more effective than no calls. Remember to reply to users' comments in a timely manner.

5) Use hashtags and topics

Tags and topics are another trick to improve search rankings. Using tags correctly can make your notes appear in relevant search results and topic pages.

Choose tags that are relevant to the content, and don’t label randomly. Pay attention to hot topics, participate in topic discussions, and increase exposure. Create your own brand topics, unify your brand image, and increase user stickiness.

4. Keyword layout skills

1) Note structure layout

Once you have found the keywords, you need to cleverly incorporate them into your note titles, content, and tags. But remember, don’t stuff keywords, make the content flow naturally, otherwise users and platforms will not buy it.

2) Layout around the crowd

The search method of Xiaohongshu users is more like a "funnel". They will gradually narrow the scope of the search through general search and then intensive search to obtain accurate search results. According to different search stages corresponding to different user groups, brands should layout keywords in layers.

1️⃣ "General users" who are interested in the product/category

This group of people generally do not have a strong demand for products, but they may search for product-related words because of their interest, such as "what essence to use for staying up late". If you want to cultivate this part of users, brands need to layout crowd words and scene words to more accurately match users' search needs.

The key to finding "crowd words and scene words" is to combine the recommendation tools provided by the Juguang platform to expand the keywords of potential intention words and upstream and downstream recommended words, so as to tap more increments of the original keywords.

By optimizing potential intentions and upstream and downstream keywords, you can block the flow of users who originally had no direct demand scenarios. For example, if a brand selling cereal wants to recommend its products to "general users", it can directly target people who search for "weight loss/early morning workers" or users who search for "how to make portable breakfast?"

2️⃣ “High potential users” who have demand for the product

The “high potential users” group is mostly users who have been successfully attracted by brand-related promotions, and have even searched for brands and categories, but have not yet successfully converted into consumers.

Some of these users are hesitant about competing products, while others are hesitant about prices. Therefore, when planning search promotion, we can use the keywords of "category words, competitive product C words, component words" to strengthen the promotion of these users by combining scenarios and functions.

For example, for mothers and infants who are struggling with the topic of "babies wearing diapers have stuffy butts", brands can optimize keywords by combining category words, competitor words, and component words. For users who are struggling with competing products, we can combine competitor brand words to do some evaluations, and then implant selling points such as "breathable and comfortable" to strengthen users' minds about our products; and for users who are hesitant about the price, we can also use keywords such as "cheap pull-up pants" and "save money" to attract users.

3️⃣ Finally, the brand’s most accurate users are “precise search users”

Generally speaking, "special search users" are the core users of a brand, that is, high-value customers. They will search for brands and related products directly on Xiaohongshu. Many of these users are "returning customers" who have already purchased and used brand products, and many are new customers attracted by the brand effect. This type of users has a strong stickiness to the brand and does not need ordinary seeding. Therefore, brands can accurately match them by promoting brand words and product words.

For example, users who search for target luxury brands on Xiaohongshu are customers who already know the brand and have strong demand, and they choose to buy the products of the target brand by searching. This type of precise search users are the direct target users that brands need to capture when doing keyword promotion on the Xiaohongshu search page.

5. Continuous Analysis and Optimization

Improving search rankings is an ongoing process that requires regular optimization and analysis

1) Regularly dismantle high-level notes

In the process of doing SEO, you will find that some notes rank particularly well, while some notes rank poorly. We can analyze the notes with better rankings according to the factors mentioned above in the article to find out what the notes did right, and then experiment and amplify them.

2) Analyze data regularly

About a week after the note was released, observe the performance of the data, analyze user feedback, and continuously adjust and optimize. Adjust strategies based on data