November 2023 - The WeChat Agency

SEO for Foreign Brands: Optimizing Search Engine Results Pages

November 30, 2023

In the digital landscape, optimizing search engine results pages (SERPs) is pivotal for foreign brands looking to establish a strong online presence in China. Navigating the intricacies of search engine optimization (SEO) can be a daunting task, especially in a market as distinct as China’s. Let’s dive in to explore fundamental techniques for foreign brands to enhance their SEO strategies for better visibility on search engines like Baidu.

To begin with, it’s crucial to familiarize yourself with the most popular search engines in China, as Google doesn’t operate there. For starters, this understanding lays the groundwork for tailoring your SEO efforts effectively to the Chinese market.

💻 Top Search Engines in China and How They Work

Identifying and Targeting Relevant Keywords

An effective SEO strategy begins with the crucial step of identifying the most relevant keywords for your brand and content. This process involves understanding what terms and phrases your target audience in China is likely to use in their searches. To achieve this, consider the following steps:

Keyword Research: Start with comprehensive keyword research. Tools like Baidu Keyword Planner can provide valuable insights into the popularity and competitiveness of keywords.

Competitor Analysis: Analyse the keywords your competitors are targeting. This can offer a useful reference point and reveal gaps in your own strategy.

Long-Tail Keywords: Consider long-tail keywords, which are more specific and have less competition. They can help you target niche audiences effectively.

Localisation: Localise your keywords to cater to the Chinese audience. Understand that certain keywords may have regional variations in their usage.

Search Engine-Friendly Websites

Ensuring your website is search engine-friendly is the foundation of a strong SEO strategy. Here are key aspects to focus on:

Mobile Optimization: In China, a significant portion of internet users access the web via mobile devices. Ensure your website is responsive and loads efficiently on mobile platforms.

Page Load Speed: Page load speed is a critical ranking factor. Compress images, reduce unnecessary scripts, and enable browser caching to improve load times.

Chinese Hosting: Hosting your website in China can significantly improve loading speeds. Local hosting minimises latency and enhances the user experience.

Chinese Domain: Consider registering a Chinese domain (ending with .cn) to signal to Baidu and users that your content is relevant to China. Baidu prioritizes indexing websites that have ICP. Those who don’t would find it very hard or even impossible for Baidu to index its contents. You can check what exactly ICP is in our previous post.

Tracking SEO Performance and Making Adjustments

SEO is not a static process; it requires continuous monitoring and adaptation. Regularly track your SEO performance to identify areas for improvement. Here’s how to do it effectively:

Analytics Tools: Implement analytics tools like Baidu Analytics or Google Analytics to monitor website traffic, user behaviour, and conversion rates.

Keyword Ranking: Keep a close eye on your keyword rankings. Identify keywords that are performing well and those that may need adjustment.

Content Audit: Regularly audit your content to ensure it remains relevant and valuable. Remove outdated content and update existing pages to align with current trends and user intent.

Backlink Analysis: Monitor your backlink profile and disavow low-quality or spammy backlinks that can negatively impact your SEO.

Additional Resources and Expertise

To delve deeper into the world of Baidu SEO, consider leveraging resources from reputable sources and collaborating with experts in the field. Here are some additional tips:

Educational Material: Explore educational material on Baidu SEO, such as blogs, articles, and guides.

Online Courses: There are online courses and certifications available that can enhance your understanding of SEO practices in China.

SEO Agencies: Collaborating with local SEO agencies in China can provide you with the expertise required to navigate the intricacies of Baidu and its algorithms.

Stay Updated: SEO is an ever-evolving field. Stay updated with the latest trends, algorithm changes, and best practices to maintain a competitive edge.

Less obvious facts that SEO optimisation is easily overlooked

Geographic positioning: Firstly, determine the user’s geographical location based on their IP address and return search results that are more suitable for the user’s geographical location.

Above The Fold: Secondly, place the most important information on the first screen and capture the user’s attention within a few seconds.

Social media optimisation: Lastly, publish high-quality content on mainstream media platforms, encouraging users to actively engage with the contents

Main Differences between Baidu and Google

While Baidu places greater emphasis on the quantity and quality of links, Google, on the other hand, focuses more on the content relevance and website quality of external links. Baidu places a higher emphasis on the quantity and quality of external links because it believes that these factors are crucial indicators of a website’s authority and credibility.

In contrast, Google prioritizes the content relevance of external links and the overall quality of link sources. This distinction arises from Google’s algorithms, which can adeptly identify content relevance and link quality.

Google’s attention is directed towards factors such as the content’s relevance to the linked page and the overall quality of the source website, including considerations such as website credibility, page quality, and traffic. As a result, Google assigns higher weight to the external links originating from high-quality websites.

🔍 Check out our introduction to Baidu SEO for Beginners

Baidu Index

Then, there is also the Baidu Index. Baidu Index is a tool provided by Baidu, the leading Chinese search engine. It allows users to track and analyze the popularity and trends of search queries on the Baidu platform. It is similar to Google Trends but specific to Baidu’s search data.

Furthermore, Baidu Index provides a platform for users to input keywords or phrases, allowing them to observe how the search volume for those terms has changed over time. This information is not only valuable but essential for businesses, marketers, and researchers. Additionally, it aids in understanding the interest and popularity of certain topics in the Chinese market, offering insights that can shape strategic decisions.

The tool provides a wealth of data, encompassing the number of searches, regional interest, related queries, and other relevant information. This multifaceted information proves instrumental for various purposes, ranging from market research and content planning to gauging the effectiveness of online campaigns within the dynamic landscape of the Chinese internet.

Moreover, it’s essential to note that access to Baidu Index is contingent upon having a Baidu account. Additionally, the tool not only facilitates a holistic understanding of user behavior but also uniquely tailors its features to primarily focus on Chinese language search queries. This linguistic emphasis underscores the significance of cultural and linguistic nuances when delving into the intricacies of the Chinese online ecosystem.

Baidu Index

Conclusions

In conclusion, optimizing SERPs for foreign brands in China emerges as an essential aspect of digital marketing. It is imperative to identify and target relevant keywords to ensure your website is search engine-friendly.

Moreover, continuously tracking SEO performance becomes a crucial practice. This approach enables you to significantly enhance your online visibility and effectively connect with the Chinese audience.

It’s crucial to remember that SEO is a long-term investment. Patience and persistence are key to achieving lasting results. As you embark on your SEO journey in China, consider it an ongoing process of improvement and adaptation. The digital landscape evolves, and so should your SEO strategy. Stay proactive in adjusting your approach to align with the dynamic nature of online trends and search engine algorithms.

You might want to explore our article on WeChat Search for further reading.

For further information, please feel free to contact us at contact@thewechatagency.com to learn more.

Decoding Gen Z: Navigating China’s Youth Market

November 9, 2023

In the dynamic realm of modern marketing, connecting with the younger generation is paramount. China’s Gen Z, born approximately between 1995 and 2010, represents a demographic with unique behaviours, preferences, and digital habits.

For businesses, understanding and effectively engaging with this audience is not only a strategic move but a necessity. In this blog, we will delve into the behaviours and preferences of China’s Gen Z population and explore strategies for engaging them effectively.

The Digital Landscape of Gen Z: Where to Connect

To effectively engage with Gen Z, businesses must first know where to find them. Gen Z is digitally savvy, and understanding the platforms they frequent is key. Three prominent platforms have garnered significant attention:

WeChat: WeChat is an essential platform for connecting with Gen Z. Furthermore, this multifaceted platform offers messaging, social media, payment, and e-commerce features. Therefore, leveraging WeChat can help businesses create engaging content and build brand presence.
Weibo: Often compared to Twitter, Weibo is another valuable platform. It’s a hub for real-time updates, trending topics, and viral content. Weibo can be an effective medium for brand engagement, particularly through influencer partnerships.
Douyin (TikTok): The short-video platform Douyin, internationally known as TikTok, this platform has become a cultural phenomenon. Furthermore, it offers a creative and interactive space for brands to reach Gen Z, especially through engaging video content.
RED: Xiaohongshu, known as “Little Red Book” or “RED,” is a popular social media and e-commerce platform in China. It enables users to share reviews, recommendations, and shopping experiences, making it a valuable resource for consumers seeking product information and lifestyle inspiration.

Strategies for Impactful Content Creation

Creating impactful content for Gen Z requires a nuanced approach. Here are some strategies to consider:

User-Generated Content: Firstly, encourage user-generated content as Gen Z enjoys co-creating with brands and sharing their experiences.

Short-Form Video: Secondly, short-form video content on platforms like Douyin is a powerful way to capture Gen Z’s attention. Keep it engaging and concise.

Storytelling: Thirdly, craft brand stories that resonate with their values and aspirations. Gen Z appreciates meaningful narratives.

Influencer Collaborations: Lastly, partner with influencers who align with your brand. Influencers can bridge the gap and connect with Gen Z authentically.

🤳 Discover more about the KOL (Key Opinion Leader) economy

Recently, Moutai, a prestigious brand of Chinese liquor (specifically baijiu), has successfully engaged with China’s youngsters in a cool and memorable way. As a result, it has effectively elevated its brand image and promoted itself among new consumers.

Moutai Ice Cream Exhibition

🥃 Read the Full Case Study on Moutai Marketing Strategies Targeting Gen Z

The Influence of E-Commerce on China’s Gen Z Purchasing Decisions

Secondly, e-commerce plays a central role in the purchasing decisions of Gen Z. They are digital shoppers who rely heavily on online platforms to make informed choices. To optimise your online presence for this audience, consider the following:

Mobile-First Approach: Ensure your online shopping experience is optimised for mobile devices. Gen Z shops on the go and demands a seamless mobile experience.

Interactive Shopping: Implement interactive features in your e-commerce platforms. Features like virtual try-ons, augmented reality, and chat support can enhance the shopping journey.

Transparency and Reviews: Gen Z values transparency and peer reviews. Make sure your product information is accurate, and consider integrating reviews and ratings into your e-commerce site.

Sustainability: Sustainability matters to Gen Z. Highlight your brand’s eco-friendly practices and products.

Establishing Brand Trust and Authenticity

Building brand trust and authenticity is crucial for engaging with Gen Z. They are discerning consumers who scrutinize brands closely. To achieve this, strategies include:

Social Responsibility: Engage in social and environmental initiatives and communicate your brand’s values and contributions.

Transparency: Be transparent about your practices, sourcing, and manufacturing. Gen Z values brands that are open about their processes.

Consistent Messaging: To begin with, ensure consistency in your brand’s messaging across all platforms. Mixed or contradictory messages can erode trust.

Engagement, Not Just Sales: Furthermore, focus on building relationships, not just making sales. Gen Z appreciates brands that engage with them on a personal level.

China’s Gen Z as Luxury Consumers

In the ever-evolving landscape of consumer trends, Chinese Gen Z has emerged as a seasoned cohort of luxury consumers. Notably, having grown up in a rapidly modernizing China, they are not just digital natives but also well-versed in luxury brands and products. This generation displays a strong inclination towards individualism and self-expression, seeking unique and personalized experiences. Moreover, their consumption patterns reflect a combination of traditional values and modern sensibilities, making them discerning shoppers who value quality, authenticity, and brand reputation. They are no longer just aspirational buyers but are actively shaping the luxury market’s trends and narratives, demanding a seamless blend of online and offline experiences while prioritizing sustainability and ethical practices. This seasoned luxury consumer base poses both challenges and opportunities for brands looking to engage with them effectively and tap into their evolving tastes and expectations.

In summary, China’s Gen Z represents a unique and influential demographic. Understanding their digital habits, preferences, and values is crucial for effective engagement. By leveraging the right platforms, creating impactful content, optimizing e-commerce experiences, and prioritizing trust and authenticity, businesses can unlock the potential of this discerning generation.

As we navigate the digital landscape and the preferences of the next generation, let us embrace this opportunity to connect with China’s Gen Z and build lasting, meaningful relationships between brands and this influential demographic. For further information, please feel free to contact us at contact@thewechatagency.com to learn more.

Revealing Potential: Assessing the Latest Advances in China’s Industry

November 9, 2023

1.WeChat added recommended attention traffic entry

Addition of traffic entry to the WeChat account homepage. After selecting “follow account,” the account of “other followers also like” will appear, asking how many friends have looked at the account. If you click the “more” button in the upper right corner of the screen, a list of 18 suggested accounts for attention will appear.

2.Tmall Double-11 155 brands opened to break 100 million, the first hour of 70,000 brands more than last year all day

On October 31, at 8 PM, Tmall Double 11 officially opened for business. 155 brands were available for purchase, and in the first hour, 71,900 brands were sold—more than on the first day of the previous year.

A total of 14 brand live broadcasts broke 100 million, 280 store direct broadcast rooms broke 10 million, the opening of 29 direct broadcast rooms broke 100 million, and the store broadcast became a new dividend for brand growth.

The live broadcast of drinks continued to be hot, with a year-on-year growth of 782% in 4 hours. Azhuo Tavern, wine fairy Liangge became the second Taobao, the fourth broke the million broadcast room.

3.Xiaohongshu taps into outdoor fall trends with “Go Wild Festival

Xiaohongshu launched its second annual “Go Wild Festival” on October 19, collaborating with prominent outdoor media organizations such as “Outdoor Adventure” and “Hiking in China.”

Along with collaborating with numerous outdoor brands, the online platform planned a series of offline events that coincided with fall.
The campaign covers a wide range of outdoor sports, such as cycling, hiking, fishing, and rock climbing.

The launch of the “Go Wild Festival” not only aligns with the platform’s ethos but also magnifies the burgeoning interest in outdoor activities among today’s youth.

LINK: https://daoinsights.com/news/xiaohongshu-taps-into-outdoor-fall-trends-with-go-wild-festival/

4.Douyin anchor’s ‘vulgar’ YSL beauty livestream a cautionary tale for brands this Singles’ Day

As she advertised YSL beauty products on her show, top Douyin anchor Traffic Yellow (红绿灯的) faced accusations of being impolite and vulgar due to her messy hair and twisted expressions.

YSL’s official Weibo account featured screenshots of her that many netizens shared, criticizing the livestreamer for pushing the foundation cushion of the upscale brands.

In order to determine whether the live broadcast room’s content and price point are consistent with their brand, brands must conduct due diligence.

Luxury brands like YSL would be well advised to put image alignment ahead of quick sales in order to maintain their exclusive aura, even though some live streamers do not have large followings.

LINK: https://jingdaily.com/ysl-beleaguered-douyin-top-anchors-livestreaming-crazy-little-brother-yang/

5.How to build and maintain customer loyalty in Chinese market
In China, customer loyalty, especially among Generation Z, is a crucial consideration.

Key strategies for building and maintaining customer loyalty in China include:
Emphasizing good product quality as the foundation of loyalty.
Implementing effective marketing strategies that connect with customer values and emotions.
Personalization to cater to individual customer needs and stand out in the market.
Utilizing loyalty programs, such as membership cards and rewards, to encourage ongoing engagement.
Chinese brands are successfully leveraging the Guochao trend by incorporating cultural elements into their products and marketing, enhancing customer loyalty.
KFC’s localization strategy in China, with regionally tailored menu items, has contributed to customer loyalty in the country.

LINK: https://daxueconsulting.com/customer-loyalty-in-china/

6.Sign of the times: Halloween with Chinese characteristics takes flight in Shanghai as cultural jamboree sees young lampoon public figures

Young people in China have adapted the Western Halloween celebration into a “Meme Playing Festival” in which they lampoon controversial public figures and express themselves through performance art.
Not only did the extravagant costumes on show and the carnival atmosphere draw sizable crowds of people, but they also sparked a lot of conversation on mainland social media.
Numerous youths also took advantage of the chance to be dissatisfied with their current employment circumstances.
A young man in a plaid shirt with disheveled hair and dark bags under his eyes introduced himself as “The agent.” The suggestion was that he needed to be prepared to work anywhere and at any time, as evidenced by the tea drink and traditional black backpack he was carrying.
“Chinese people have their own way of celebrating ‘foreign’ holidays,” someone said. Could this be a novel manifestation of cultural self-assurance?

LINK:https://www.scmp.com/news/people-culture/trending-china/article/3240127/sign-times-halloween-chinese-characteristics-takes-flight-shanghai-cultural-jamboree-sees-young