How to get more search traffic for public account articles? 丨Search Optimization Tutorial 01

This article is mainly aimed at creators of WeChat official accounts. Starting from the search needs of users and combining the actual operation standards of WeChat search, it provides article optimization suggestions, hoping to help creators create high-quality content that better meets user needs and obtain more search traffic. Let's take a look.

1. Title: Clear, concise, and direct

Search is an efficiency scenario. When a user initiates a search, it is like a passerby anxiously looking for a destination, and the title of a public account article is as important as a road sign.

In order to improve the user experience when searching, we hope that users can see clear and direct titles when searching, such as:

1. Present the main idea and key information of the article without deliberately concealing key information or exaggerating

Example:

• ZTO Express's "618" single-day order volume exceeded 100 million pieces
• Domestic medium and high risk area query (as of 23:00 on July 29)

avoid:

Unclear meaning, headline party, shock party

• Next Monday, these Qingdao people will get it for free!
• Why do Jilin people's ID cards start with 2202? Tears fell after reading this...

The title is completely irrelevant to the content of the article

Dig and Survive Mobile Edition (the title is Dig and Survive, the content is World of Tanks)

The title has nothing to do with the content at the beginning of the article

Attention | Wonderful and warm home, enjoy healthy life, IKEA

The title is too short and lacks key information, such as "My Weekly Diary", "1 Unread Message", "Photo Album (2)"

• Yuanchu Art Platform｜Important Announcement
• Xingyi Cinema Chongqing Yubei Wuyue Plaza Store

The title is seriously deceptive and may be suspected of fraud to obtain high rankings for search engines. It will be strictly treated as cheating (for example, the title is a fake entrance or a fake public account. However, the content cannot provide the corresponding information), such as:

Login: Ministry of Education National Youth Legal Education Network Account Login

▴ Example: Deceptive title

2. Be concise and don’t include too many modifiers or irrelevant content

Too many modifiers will affect users' understanding of the main content of the article.

avoid:

The title is cluttered with meaningless symbols and text

Such as "Ordinary. World", "Pinduoduo Group Pinduoduo Account Pinduoduo Join the Group"

Keyword stuffing in titles

Dior Dior three-grid satin diamond Princess Dior bag Dior Princess Dior rhinestone bag

A title that is too long will make it difficult to understand and will be truncated in the search results page.

The Human Resources and Social Security Bureau of Hepu County held a meeting to promote the expansion of universal insurance and collection in 2022 and the participation of land-expropriated farmers in basic pension insurance

2. Text: Vivid, Detailed, and Usable

In the search scenario, users are either curious about knowledge or looking for resources. In short, users come here with the expectation of finding "the correct answer quickly."

In the creation of the main text, the author should pay attention to the following points:

1. The theme is clear and unified, and the article revolves around the main theme

The article revolves around a theme. The patchwork content can easily make users lost and cannot effectively meet the needs of users for accurate searches.

[Popular Science] What should I do if I have insomnia recently? Please keep the "Healthy Sleep Handbook during the Prevention and Control Period"!

2. The content is comprehensive and informative, providing an appropriate amount of evidence to support the topic of the article

• The topic is explained comprehensively and accurately, the length is appropriate, and there are specific arguments.
• Explain complex topics in depth and with logic

3. The expression is concise and fluent, easy for users to understand and operable

• Easy to understand, no extra cost to consume content
• Complex and obscure problems can be explained with vivid and interesting examples, pictures, videos, etc.
• Strong practical questions such as first aid methods, pictures or videos can greatly help users understand

▴ Example: Easy-to-understand illustrations

avoid:

The image is blurry, deformed, truncated, has white edges, or has obvious watermark impurities

4. Encourage original and scarce content

• Original and scarce content allows users to distinguish your account from other accounts and have a higher probability of becoming your loyal users.
• In the case of identical content, SouYisou will prioritize articles that are "claimed to be original"

avoid:

Copying content that is already widely available on WeChat does not add value to users

5. For articles that mainly use video, audio and picture resources, ensure that there is a certain amount of text introduction in the main text

For articles that mainly use video, audio, and image resources, it is recommended to add more introductory information about the resources. Doing so can help search engines understand the content of the resources to a greater extent and increase the possibility of recall.

3. Layout: highlight the key points and levels

Good typography can help users and Souyisou better understand the message that the article wants to convey. Creators should pay attention to the following points:

1. Use bold, italic, underline and other editing functions appropriately to highlight the main idea of ​​the article

Through the editing functions such as bold, italics, underline, background color, etc. in the editor (see the figure below), the main sentence or core paragraph of the article can be clearly marked in the article, allowing users to better perceive the core value of the article.

avoid:

• Excessive use of bold tags and too many key points will confuse users and make it difficult for search engines to identify the key points of the article.
• The font size is too large or too small, and the line spacing is too narrow or too wide.

2. Use paragraph and section headings appropriately

• Dividing the entire paragraph into multiple sub-paragraphs logically can help users find what they want more quickly in long texts and images.
• Add subheadings or key sentences to each paragraph

avoid:

• The main text does not wrap or break into paragraphs
• There are too many advertising and marketing contents and editorial contents, and they are presented before the main content.

Author: WeChat Search Assistant, WeChat Official Account: WeChat Search Assistant (ID: WeChat_OfficialZone)