Uncategorized Archives | The Egg https://www.theegg.com/category/uncategorized/ Digital Agency - Search, Social, Display Mon, 07 Apr 2025 06:28:42 +0000 en-US hourly 1 https://wordpress.org/?v=6.2.6 https://www.theegg.com/wp-content/uploads/2021/01/favicon.ico Uncategorized Archives | The Egg https://www.theegg.com/category/uncategorized/ 32 32 Mastering Korean Web Search: Naver Blog Optimization for SEO and Content Marketing https://www.theegg.com/seo/korea/mastering-korean-web-search-naver-blog-optimization-for-seo-and-content-marketing Wed, 27 Nov 2024 05:44:59 +0000 https://www.theegg.com/?p=82234 The post Mastering Korean Web Search: Naver Blog Optimization for SEO and Content Marketing appeared first on The Egg.

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Mastering Korean Web Search: Naver Blog Optimization for SEO and Content Marketing

Mastering Korean Web Search: Naver Blog Optimization for SEO and Content Marketing

For effective marketing in Korea, it is crucial to understand the Korean web search landscape, where Naver, unlike Google, holds a dominant position over other search engines.

Naver’s unique features require a specialized approach to Naver SEO to achieve optimal results. A deep dive into the intricacies of Naver’s search engine results page (SERP), especially the pivotal role of Naver Blog, is essential. Understanding these elements is key to crafting a winning strategy in Korean web search. With extensive experience in Naver and the Korean digital market, The Egg offers expert insights into leveraging Naver Blog for successful SEO strategies, positioning your brand for maximum visibility and impact.

KOREA SEO MARKETING

Korea Web Search Market Share

In the Korean digital landscape, Naver stands as the dominant search engine, often regarded as the “Google of Korea.” While Google is a global household name, Naver commands a special status locally, capturing a substantial portion of the market. As of the first half of 2024, Naver leads with 57.86% of all search engine traffic in Korea. In comparison, Google holds 32.98% of the market share. Other competitors, like Daum and MS Bing, account for 4.19% and 2.71%, respectively.

2024 mid-year Korea search market share (source: internet trend as of June 30th)
2024 mid-year Korea search market share (source: internet trend as of June 30th)

These statistics highlight Naver’s significant influence and the critical importance of optimizing for this platform in any SEO strategy focused on marketing in Korea. Despite Google’s global dominance, it still lags behind Naver in Korea, making Naver the primary focus for businesses looking to succeed in this country.

NAVER SEARCH RESULT PAGE

Naver updated SERP

Naver search engine results page (SERP) offers a unique combination of features tailored to the Korean market, blending traditional Korean web search elements with specialized enhancements. The SERP typically includes:

  1. Paid Ads (pay-per-click, PPC): Sponsored listings that appear at the top of the page.
  2. News Articles: Relevant news content related to the search query.
  3. Blogs: The Naver blog section featuring content from both its own blogging platform and blogs from other platforms.
  4. Cafe: Community discussions and posts from Naver Cafe, a social networking service where users share and discuss various topics.
  5. Map: Local map results providing geographic information and locations relevant to the search.
  6. Shopping: Product listings and e-commerce options for online shopping relevant to the search.
  7. Dictionary: Definitions and explanations from Naver’s dictionary service.
  8. Scholar: Academic articles and research papers from Naver’s scholarly resources.
  9. KnowledgeiN (Q&A): Answers from Naver’s question-and-answer service, often a go-to resource for quick information.
  10. Videos and Images: Multimedia content that enhances user engagement.

 

Search Feed
Naver search results with the search term ‘water play’ smart block and search feed (Source: Naver search result page)

A standout feature of Naver’s search engine results page is the Smart Block system, which organizes search results by themes rather than just keywords. This system allows Naver to group content into thematic blocks, making it easier for users to find the exact information they are looking for. For example, a search for “water play” could display blocks for specific types of water play, such as valley water play, indoor water play, or water play in Seoul, enabling users to quickly find content tailored to their specific interests.

Building on this thematic organization, Naver’s Search Feed enhances user experience by understanding specific search intentions and offering personalized, discovery-based recommendations. Using advanced technologies like “Deep Matching” and language models, the Search Feed curates the most relevant content blocks for further exploration. Features such as continuous scrolling and a feed layout with content previews make it effortless for users to explore content, minimizing the effort required to consume search results. For instance, a search for “water play” might not only show thematic blocks but also suggest related locations like Incheon or Gimpo, allowing users to discover additional relevant information seamlessly.

This thematic organization extends beyond simple categorization; it involves an AI-driven analysis of document styles and topics, which groups similar documents together. These blocks are then customized based on demographic factors such as age and gender, providing a more personalized search experience. For content creators, this means that well-crafted, niche-specific content has a better chance of being displayed prominently in relevant blocks, increasing the likelihood of reaching the right audience.

Understanding Naver Blog

Understanding Naver Blog involves diving into its key features, advantages, and recent developments, which play a crucial role in enhancing brand awareness and facilitating audience engagement. By leveraging these elements, businesses can significantly drive traffic to their websites. In the following sections, we will explore strategies for optimizing Naver Blog content, focusing on insights into Naver’s search algorithms and tools like the Naver Keyword Planner, to maximize its potential for your brand.

What is Naver Blog?

Naver blog logo

Launched in 2004 by the Naver Corporation, Naver Blog is a popular online platform that enables users to create and publish their own blogs. The platform offers a variety of features including customizable templates, multimedia support, and social media integration, making it easy for users to share content across different platforms. Naver Blog features a broad range of topics, with popular subjects including product reviews, restaurant and cafe recommendations, travel, and beauty tips. Bloggers typically adopt a casual tone to engage readers, enhancing the platform’s community feel.

What are the advantages of having Naver Blog?

One of the key advantages of Naver Blog is its effectiveness as a brand awareness tool. It allows businesses to present their brand story, company background, and details about products or services in a format that resonates with users, especially those at the initial stages of the conversion funnel. The platform’s customization options enable companies to tailor their blog’s background and layout to reflect their brand image. Additionally, businesses can engage with users directly by responding to comments and answering frequently asked questions, creating a more interactive experience.

Naver Blog MAU
Naver Blog’s monthly active user (MAU) performance from March 2021 to June 2024 (Source: Naver Blog)

There was a period when video content surged in popularity, prompting questions about the continued relevance of blogs. However, the demand for text content, which videos cannot fully replace, remains significant. In 2023, approximately 1.26 million new Naver blog users were added, and around 240 million new posts were published. The platform’s Monthly Active Users (MAU) have been on the rise, increasing from 2.44 million in March 2021 to 2.94 million in June 2024, representing a 20.49% growth.

Leveraging Naver Blog for Business

Naver Blog can be a game changer for businesses aiming to enhance their online presence, drive growth and convert users. Here are some strategies to maximize the platform’s potential:

  • Craft content that highlights your industry knowledge and expertise to establish your brand as a leader and reach a larger audience.
  • Optimize posts with strategic keyword integration to build brand authority, enhance visibility, and improve Naver rankings.
  • Consistently publish valuable and relevant content types, such as how-to guides, industry analyses, and expert opinions, to build trust with potential customers and facilitate their conversion into loyal clients.
  • Direct blog visitors to your business website through strategic linking, turning their engagement into conversion opportunities.

Implementing these strategies can lead to significant benefits for your business, particularly in user conversion. The combined effect of strategic keyword optimization and high-quality content publication builds a robust platform for engaging potential customers, nurturing their journey from interest to loyalty. Furthermore, by creating seamless pathways for visitors to explore your offerings, you enhance this engagement. Together, these efforts strengthen your market position and drive sustainable growth.

Naver Blog Recent Update

Naver Blog update on list page
Before (left) and after (right) the UI update for blog recommendations at the bottom of a blog (Source: Naver Search & Tech blog)

As part of the recent updates, Naver has redesigned the user interface (UI) at the bottom of blog pages. Previously, only two blocks were visible (as shown in the image on the left), but this has now changed (as seen in the image on the right). The additional third block (“The Content List of Another Blogger”) offers readers more content recommendations based on features like tags, topics, location information, and more, encouraging users to stay on the platform longer. This update provides bloggers with increased opportunities to be discovered through trending topics and blogs.

Naver Blog Profile update
Before (left) and after (right) the blog profile update (Source: Naver Search & Tech blog)

A notable change in this update is the ability for users to link to external channels like Instagram and YouTube from their blog profiles. Additionally, Naver plans to integrate its own short-form video service, ‘Clip,’ with blog profiles in the future. This feature allows marketers to create a cohesive digital identity, driving more organic traffic through interconnected social channels.

Naver is continually advancing its services with the latest technology, including the development of CLOVA for Writing, which is currently in beta. This AI tool aims to elevate blogging by analyzing your writing style and recent interests, assisting with writer’s block, and helping to expand, summarize and rephrase content. CLOVA for Writing also suggests engaging titles and relevant hashtags, suited to your style, enhancing personalization in your content creation process. Meanwhile, Naver is furthering personalization by employing A/B testing to refine content recommendations based on demographic factors like age. These advancements will enhance efficiency in managing content on Naver and enable more precise audience targeting through personalization.

Ready to maximize your digital marketing in Korea?

Naver Blog optimization

In order to optimize your Naver Blog, it’s important to look into using the Naver Keyword Planner and understanding Naver’s search engine algorithms. This involves learning practical tips to boost your content’s visibility and improve search rankings with effective keyword strategies. By gaining insights into how Naver ranks content, it’s possible to reach a wider audience and attract more attention to your blog.

Keyword Planner

Naver keyword research
Naver keyword planner tool (Source: Naver Keyword Planner)

 

Naver Keyword Planner is Naver’s version of Google’s Ads Keyword Planner. It is designed to help users optimize their content for better search visibility and improve their Naver SEO. This tool allows users to research and analyze keywords to understand their search volume, competition level, and trends. By leveraging this data, users can create content that aligns with current search trends. This approach enhances your chances of achieving higher rankings in Naver’s search results.

Naver Search Engine Algorithm

Understanding Naver’s unique search algorithms is crucial for Naver SEO and blog optimization. Specifically, the C-Rank and D.I.A. Rank systems are designed to assess and rank content based on quality and relevance. These algorithms are tailored to evaluate how well content meets user needs on Naver.

C-Rank

C rank
Naver C-Rank algorithm (Source: Naver Search & Tech blog)

C-Rank is a crucial part of Naver’s search algorithm, specifically designed to evaluate and rank blogs based on several key factors. This algorithm assesses the Context by determining how focused a blog is on specific topics of interest, the Content quality by evaluating the depth and usefulness of the information provided, and the Chain reaction by analyzing the engagement and interaction generated by the content. These elements collectively contribute to determining the Creator score, which reflects the overall trustworthiness and popularity of the blog.

The essence of C-Rank lies in evaluating how effectively a blog produces high-quality content within a specialized area. It favors blogs that deliver detailed, well-researched content over those that offer generic or obligatory updates. As C-Rank’s influence on search results grows, it becomes increasingly important for blogs to specialize and provide expert insights to perform well in search rankings.

D.I.A. & D.I.A.+ Rank

While C-Rank is concerned with a blog’s overall trustworthiness and focus, D.I.A., which stands for Deep Intent Analysis, assesses an individual document’s informativeness and its relevance to the user’s query. D.I.A. (and later D.I.A.+) works in tandem with C-Rank to expose “good articles” from “good sources”.

D.I.A. considers factors such as topic relevance, content quality, originality, and timeliness, and prioritizes results based on user preferences. Through D.I.A., highly informative content from less authoritative blogs still has a chance to be exposed. Studies indicate that blogs with high C-Rank scores often produce content that also performs well under the D.I.A. system, demonstrating the complementary nature of these algorithms in boosting content visibility and credibility on Naver.

D.I.A.+
Naver D.I.A + algorithm (Source: Naver Search & Tech blog)

Naver upgraded the D.I.A. algorithm to D.I.A.+, which made search results of user generated content (UGC) like blog articles more relevant and accurate to a searcher’s intent.

The most significant change is the introduction of a technique called Document Expansion to solve “term-mismatch problem” where the vocabulary used by a searcher may differ from that used by the UGC content creator. Here is an example to illustrate this: if a user types “Lionel Messi is GOAT,” Naver’s search engine understands it as “Lionel Messi is the greatest of all time” instead of “Lionel Messi is the animal goat.

Another emphasis of the upgrade is on analyzing the intent behind a search query using an advanced language model like BERT, which was first introduced by researchers at Google, to better understand the meaning of ambiguous language.

With these improvements, the process of finding documents that align with the analyzed query intent has become more precise and sophisticated.

How to Leverage Naver’s Search Algorithm with Strategic Category Selection

To rank higher on Naver’s search results for blogs, it’s important to strategically use Naver’s category settings to enhance the platform’s understanding of your content. By selecting the right categories, you can improve your visibility in search results. The Egg advises using manual category settings wherever possible, rather than relying solely on Naver’s automated features.

Naver offers 32 different categories grouped into four main sections, and choosing the most relevant one for your content can significantly impact your search rankings. Here’s a breakdown of the options:

 

entertainment/art
lifestyle/shopping
hobbies/travel
knowledge/trend
  • Literature
  • Movies
  • Art/Design
  • Exhibitions
  • Music
  • TV Shows
  • Celebrities
  • Animation
  • TV Programs
  • Daily Lifestyle
  • Children and Marriage
  • Animals
  • Images
  • Fashion and Beauty
  • Interior/DIY
  • Food and Recipes
  • Product Reviews
  • Plants
  • Games
  • Sports
  • Photography
  • Cars
  • Hobbies
  • Domestic Trips
  • Overseas Trips
  • Restaurants
  • IT/Computers
  • Society and Politics
  • Healthcare
  • Business and Economics
  • Languages
  • Education

SUMMARY

Achieving success in the Korean web search arena requires a strategic focus on Naver’s distinct features and SEO practices. Leveraging Naver Blog can enhance brand visibility and generate valuable backlinks, driving increased traffic to business websites. However, Naver’s algorithm is continuously evolving, and the search patterns and preferred writing styles of local Korean users are distinct. To maximize effectiveness, it’s advisable to manage a Naver Blog with a service provider who has a deep understanding of these nuances. At The Egg, we have a dedicated team of specialists with extensive experience in optimizing Naver Blogs, ensuring that our strategies are finely tuned to resonate with the Korean market.

Additionally, for further insights into Naver’s SERP, SEO, and algorithms, please refer to the following link.

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]]> How to Master App Store Optimization (ASO) https://www.theegg.com/seo/apac/how-to-master-app-store-optimization-aso/ Tue, 30 May 2023 08:16:25 +0000 https://www.theegg.com/?p=78631 The post How to Master App Store Optimization (ASO) appeared first on The Egg.

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How to Master App Store Optimization (ASO)

A complete guide to app store optimization (ASO)

Are you finding it challenging to increase the visibility of your mobile app in highly competitive app stores?

With several millions of apps available on Apple Store and Google Play Store, it is more important than ever to make your app easily discoverable—that is where a thorough understanding and implementation of app store optimization (ASO) comes into play.

In this article, let’s delve into what ASO is and the tactics you can deploy to improve your app’s search visibility and turn interested customers into loyal users.

What is ASO?

ASO (app store optimization) refers to the process of optimizing mobile apps to improve their rankings and visibility in mobile app stores, potentially leading to more visits to your app page and app downloads, the latter of which is often a critical stage in the conversion funnel of most brands.

ASO vs. SEO

You can think of ASO the same way you think of SEO—after all, an app store is, in essence, a closed-site search engine, where all redirects from results are hosted within the app store.

Many ASO tactics closely resemble those of SEO as both optimize for user visits and conversions through content discovery, quality, freshness. But compared to SEO, ASO also considers user metrics like ratings, reviews, and engagement.

Next, let’s delve into six fundamental steps for successfully optimizing your app store.

6 Fundamental ASO Tactics

Conduct Keyword Research

As with SEO, keyword research is fundamental to ASO and choosing the right keywords for your app visibility requires a comprehensive understanding of how users might search or talk about your brand, products, or services.

Many app owners rely on Google Keyword Planner for keyword research. However, this data is not precise for app stores as it only displays search volume on Google Search.

Instead, consider using App Annie or Appranking to determine your current and your competitors’ ranking and identify higher-performing keywords.

Pro tip: For App Annie, you’ll need to purchase the paid version to view search volumes of keywords from user searches made within app stores.

Optimize Your App Title

To optimize your app’s visibility in an app store, include high-traffic keywords that best describe your app and its purpose to your target audience.

When coming up with a name for your app, it’s important to conduct thorough research and carefully consider your options. Avoid frequent changes to the title since these negatively impact the user experience and hinder your brand recognition.

Pro tip: The Apple Store and Google Play Store have varying character limits for app titles (30 and 50, respectively), allowing for flexibility in naming strategies. As with titles on Google search, avoid keyword stuffing.

Include Keyword Metadata (Apple’s App Store Only)

Available only on Apple’s App Store, the keyword metadata field lets you include critical keywords you deem most important when describing your app.

Pro tip: Conduct thorough keyword research and include keywords in the keyword metadata field (within the 100-character limit) that aren’t in your app title.

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Optimize Your App Description

In the past, it was recommended to repeat keywords in the app description at least five times to improve the app’s rankings. However, it is a common belief that the frequency of keywords in the description is no longer a determining factor for the app’s ranking.

Still, optimizing your description is crucial since they are one of, if not the first, things users read when deciding whether to download your app, including reading it to understand your app’s functions and features.

At the same time, while it might seem like you have ample space for your description, the matter of fact is that very few people click “more” to reveal and read the remaining content. As such, write precisely and emphasize the many benefits of your app and how they can help solve your users’ problems.

Pro tip: Front-load your most important within the first 250 characters of your description.

Entice More App Downloads

Both Apple Store and Google Play Store use an app’s number of downloads to determine its ranking—the more it is downloaded, the better the ranking. An app’s total downloads also impacts its visibility under Top Charts, featured by both Apple and Google Play Store. For example, to reach the top 50 in the Game category in the US and UK, your app may need to average 8,700+ and 2,000+ daily downloads respectively.

As such, optimize your app—including choosing an enticing title, writing a clear and engaging description, and improving app page experience—to entice users to download your app and, in turn, improve your likelihood of ranking higher on app stores.

Don’t Ignore User Ratings & Reviews

While not entirely within your control, ratings and reviews should also be part of your ASO strategy.

Positive ratings can improve your app’s visibility in app stores and establish trust with potential users while showing them that your app is worth downloading. This can result in more downloads and conversions. Therefore, it is recommended to request reviews from users and continuously enhance the app’s experience to generate more positive feedback.

On the other hand, don’t fret when users leave negative reviews about your app—they are great opportunities to learn what could be improved from a user’s perspective.

Instead, thank users who provided feedback, acknowledge their input, and share plans for future improvements to your app. Additionally, on Google Play Store, incorporating relevant keywords in your responses can bolster your app’s message as all text and keywords in your reply are indexed.

Bonus Tips for ASO

Optimize Your App Icons and Screenshots

Your app icon is the first visual element users see when browsing for apps—but what makes an optimized app icon?

Get your graphic designer to put forward a few designs before experimenting them on a mobile phone and eliminating any that aren’t captivating enough or have questionable color combinations. Conduct A/B testing to see which designs work best for your branding and target audience.

As for showcasing screenshots of your app on the app page, ensure each highlights a different feature or benefit of your app, with the first one emphasizing its most important function.

Keep Your App Up-to-Date for Users

Both Apple Store and Google Play Store prefer giving higher rankings to frequently updated apps as they demonstrate a commitment to staying current with technology and user preferences. This can result in increased downloads, engagement rates and positive reviews.

Equally, you should ensure that the process or steps required for getting your users to update their versions of your app are as seamless as possible.

Improve App Retention

The reality is that not every user who installed your app will go on to use it, with the retention rate for apps across most categories typically hovering below 5% by day 30 of launch.

As such, leverage retention techniques, such as app onboarding, in-app messaging, or individualization, to improve your app retention rate.

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Like SEO, ASO is an ongoing process that needs constant monitoring and tweaking, but with time and effort, doing so will help you reap the rewards of driving more valuable traffic and downloads.

Ready to maximize your digital marketing in Asia?

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]]> Why Bing Search Engine Can’t Be Ignored for B2B Marketing in China https://www.theegg.com/seo/china/why-bing-search-engine-cant-be-ignored-for-b2b-marketing-in-china/ Tue, 23 May 2023 08:23:50 +0000 https://www.theegg.com/?p=78630 The post Why Bing Search Engine Can’t Be Ignored for B2B Marketing in China appeared first on The Egg.

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Why Bing Search Engine Can’t Be Ignored for B2B Marketing in China

microsoft bing - a must-have for B2Bs in China

Launched in 2009, Microsoft Bing has since become one of the most popular search engines in the world, providing users with standard search results, as well as image and video search, news search, and maps through its proprietary algorithm.

In contrast to B2Cs that leverage various channels for e-commerce, B2Bs rely more heavily on search engines to direct website traffic and conversions—Bing has become a significant player in this aspect and should not be overlooked.

In this article, we dive deeper into why Bing cannot be ignored for businesses looking to expand their reach in China through B2B marketing.

Bing’s Growing Search Market Share in China

When compared to the popularity of Baidu in China and Google in the rest of the world,  Bing is still a relatively small search engine, yet its market share in China rose significantly from 5.6% to 14.7% YoY between February 2022 and February 2023. This jump speaks volumes about the growing appeal of Bing in China.

Bing’s rise in popularity can be attributed to several factors, such as its improved search algorithms and user interface and strategic partnerships with Chinese companies. Additionally, its focus on providing localized search results and catering to the unique search behaviors of Chinese users has helped it gain a foothold in the competitive Chinese search market.

On top of that, Microsoft’s unveiling of a new version of Bing (“new Bing”) in February 2023 that stirred a ton of buzz due to its integration of the generative AI technology behind ChatGPT could be a reason for its recent surge in users—even if Microsoft has not completed its rollout to every user and the fact that ChatGPT is still unavailable in China.

As ChatGPT continues to ascend in popularity new Bing becomes more widely available, Bing’s user adoption is likely to increase.

1. Bing’s market share in China’s search engine market (Feb 2022 vs Feb 2023)

Bing’s market share in China’s search engine market (Feb 2022 vs Feb 2023)

2. China's search engine market share (Feb 2022 vs Feb 2023)

China’s search engine market share (Feb 2022 vs Feb 2023)

In fact, Bing was already showing signs of growth from 2021 to 2022. In China, Bing’s market share is 3.08% in 2021, growing to 9.63% in 2022. Especially in the second half of 2022, the growth is strong.

3. China’s search engine market share (Jan 2021 to Dec 2022)

China’s search engine market share (Jan 2021 to Dec 2022)

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Bing Search Index in China Increase

Another way we can validate Bing’s user growth over the past two years is by analyzing its search index on Baidu, which provides real-time keyword search volume and trends, as well as insights into user behavior and interests.

Mirroring the upward trajectory of its search market share in the last two years, searches for “Bing” and “必应” (meaning “Bing” in simplified Chinese) rose gradually from 2021 to 2022 and saw a surge in early February 2023 according to Baidu Search Index.

4. Baidu Search Index - Search volume for “Bing” and “必应” (Feb 2021 to Feb 2023)

Baidu Search Index: Search volume for “Bing” and “必应” (Feb 2021 to Feb 2023)

In the tables below, you can see that the total year-on-year increases (%) in daily search volumes for “Bing” and “必应” outgrew those for “百度” (meaning “Baidu” in simplified Chinese) in 2022 compared to 2021. This highlights an increasing number of users in China who are showing interest in Bing, which suggests potential higher user adoption of the search engine.

Baidu Search Index (2021 data)

5. Daily averages and YoY percentage changes of search volumes for “Bing”,“必应”, and“百度”(Jan 1, 2021 - Dec 31, 2021)

Daily averages and YoY percentage changes of search volumes for “Bing”,“必应”, and“百度”(Jan 1, 2021 – Dec 31, 2021)

Baidu Search Index (2022 data)

6. Daily averages and YoY percentage changes of search volumes for “Bing”,“必应”, and“百度”(Jan 1, 2022 - Dec 31, 2022)

Daily averages and YoY percentage changes of search volumes for “Bing”,“必应”, and“百度”(Jan 1, 2022 – Dec 31, 2022)

Furthermore, Baidu and 360 Search ads have been observed to appear more frequently at the top of Bing’s search results since the middle of 2022. This implies that Bing has recognized the increasing number of users relying on it for their search queries.

6. Baidu ads showing up at the top of Bing’s search results

Baidu ads showing up at the top of Bing’s search results

Why You Might Choose Bing over Baidu for China B2B Marketing

Bing has a lower search market share in China compared to Baidu but generated more organic traffic for B2B websites in February 2023. This can be attributed to B2B-related keywords being easier to rank on the first page, or top 10 search results, on Bing than on Baidu.

Additionally, Bing indexes new pages faster than Baidu, further aiding their ranking potential. On Baidu, only one brand website can rank as a Baidu B2B result on Baidu’s search results, whereas two or more can rank on Bing for B2B-related search terms.

***

Based on our analysis, it is evident that Bing is becoming a noteworthy search engine in China’s B2B sector. If you’re looking to expand your online brand presence in China, consider implementing Bing SEO if you haven’t already.

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]]> How to Succeed with B2B Marketing in Japan https://www.theegg.com/seo/japan/how-to-succeed-with-b2b-marketing-in-japan/ Mon, 17 Apr 2023 03:14:38 +0000 https://www.theegg.com/?p=78165 The post How to Succeed with B2B Marketing in Japan appeared first on The Egg.

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How to Succeed with B2B Marketing in Japan

3 Keys to Successful B2B Marketing in Japan – APAC in 3 – Episdoe 22

Successful B2B marketing in Japan is dictated by a unique business culture and preferences that, although evolved with digitalization, still have many traits that remain omnipresent. For global B2Bs, then, understanding all facets of this culture is crucial to not only penetrating the Japanese market but also converting interested users into repeat customers.

Here are 5 must-know considerations for B2B marketing in Japan so that you may reach your target audience and, in turn, drive conversions for your business.

Tip #1: Localizing Your Website Requires More Than Just Translation

Many business owners make the mistake of thinking they can conduct business in Japan so long as they have a Japanese mini-site. However, such sites—usually comprising direct translations of content from a brand’s global website to Japanese—tend to lack the subtle but critical nuances in the language and culture to resonate with native Japanese users.

For one, Japanese users strongly value content readability and accuracy and use these to determine a brand’s credibility. So, if any content on your mini-site features broken Japanese, they will likely overlook it and not waste time trying to decipher your messaging.

The localization of your website in Japan is also much more than just translation. Instead, it requires careful consideration of local context and culture to break through to your Japanese target audience and match their needs. This includes tailoring your mini-site to appeal to the Japanese language, payment methods, currencies, unique culture, and more.

SEO is equally important—optimizing your content and headlines according to the most relevant and commonly searched terms in your niche will not only increase your site’s organic traffic but also help it rank higher for related searches. To stand out, also research what content your competitors across Japan are putting out and the search terms they are targeting so that you can one-up them.

Localizing and optimizing your content to serve Japanese audiences will take time.  But if you don’t take this crucial step before kickstarting an advertising campaign, you’ll be spending ad dollars attracting visitors to your site that likely will not convert.

Tip #2: Optimize Your Landing Pages for Lead Generation

Creating landing pages specifically for acquiring leads is a common practice among Japanese B2Bs, particularly when managing search ads. The key here, however, is to design them with a sense of familiarity for local users and serve content that will appeal to their specific business needs.

For instance, when evaluating a product or service, Japanese users tend to prefer reading text over more visual or interactive forms of content preferred among users from English-speaking countries, such as images, videos, or infographics.

This comes from Japanese users’ tendency to avoid risk by gathering as much detailed information as possible before deciding whether to purchase and is reflected in the web design of many Japanese B2B review sites. As such, the lesser known your brand is in the Japanese market, the more critical it is to make your written content as comprehensive as possible.

1. Japanese websites tend to comprise more text-heavy information

Japanese websites tend to comprise more text-heavy information

2. Japanese landing pages tend to be longer

Japanese landing pages tend to be longer

Tip #3: Tailor Your Customer Success Stories for Japanese Audiences

The Japanese commitment to customer service is world-renown—and this could not be truer for B2B marketing in Japan, where success stories play a key role in a customer’s evaluation process. These usually come in the form of case studies and testimonials tailored to a target customer’s specific needs and requirements and outline business solutions for problems or challenges they may encounter.

3. A good example of a customer success story in Japanese

A good example of a customer success story in Japanese

As mentioned, Japanese users are generally more risk averse, so maintaining a dedicated webpage to showcase your client success stories will help potential customers visiting your site for the first time grasp your brand’s credibility and trustworthiness. So, if you are translating your client success stories from another language into Japanese, remember to localize further by providing Japan-specific examples and use cases.

Manga is also a popular online format in the business world in Japan, considering how prevalent anime and comic culture is in the country to the point of it having its own advertising genre. Google Japan’s support pages even showcase cartoons to explain how its algorithm works.

As such, Japanese users may grow more accustomed to your product or service if you deploy manga—on top of more orthodox visual formats—to illustrate your B2B information or customer success stories.

4. Manga and anime are popular online formats in Japan, even in a business context

Manga and anime are popular online formats in Japan, even in a business context

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Tip #4: Leverage Japan’s Unique B2B Marketing Channels

Google accounts for more than 75% of the Japanese search market, followed by Yahoo! Japan with just over 14%. This makes Google Japan a familiar territory, albeit with some needed localization, for most global brands targeting Japanese B2B buyers on search. Still, some level of investment in Yahoo! Japan is recommended as its user demographic in Japan tends to be older with a preference for domestic trends.

How about channels other than search engines?

While LinkedIn is the go-to B2B marketing channel for most of the world, it has limited B2B scope in Japan since its users widely view it as a job search site than a professional networking platform. LinkedIn’s small proportion of Japanese users also tend to be bilingual or have worked internationally.

Facebook, by contrast, enjoys a role in Japan akin to LinkedIn’s for the rest of the world and is where the country’s business decision-makers live and breathe on social.

Moreover, Eight–a Japanese digital business card management app launched in 2012—now has around three million business users and presents an opportunity for B2B marketing. Like LinkedIn, it allows for detailed targeting by industry, job title, employee size, and company name.

On mobile, meanwhile, LINE is the most popular messaging app in Japan, used by more than 80% of its population. However, its targeting options for B2B are limited, making it better suited for businesses that enjoy a larger budget and want to boost their visibility and lead generation on social.

Tip #5: TV Commercials are Still Effective for Japanese B2B Awareness

Even with the rise of digital advertising, television commercials are still as effective as ever for brand awareness and demand generation and cannot be ignored by B2B marketers. The considerable number of B2B companies featuring in Japanese TV commercials only confirms this.

Here are a few examples:

Japanese TV commercial from Adobe

Japanese TV commercial from Biztel (Cloud contact center software)

Furthermore, according to a survey by Dentsu of professionals from small and medium-sized Japanese businesses, television programs and commercials ranked as their second-most accessed information source about B2B companies in the IT space.

5. TV was the second-most popular source for B2B company information in the IT space among a group of respondents surveyed by Dentsu

TV was the second-most popular source for B2B company information in the IT space among a group of respondents surveyed by Dentsu

 ***

Ultimately, a winning B2B marketing strategy for Japan hinges on tailoring your website and content to your target audience’s needs and behaviors, but also leveraging the right platforms, and optimizing your content for consumption on those platforms.

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]]> An Introduction to ChatGPT: What is it and how can it be used? https://www.theegg.com/seo/apac/an-introduction-to-chatgp/ Tue, 14 Mar 2023 06:48:48 +0000 https://www.theegg.com/?p=77981 The post An Introduction to ChatGPT: What is it and how can it be used? appeared first on The Egg.

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An Introduction to ChatGPT: What is it and how can it be used?

An introduction to ChatGPT - the next-gen of A.I

From virtual assistants to predictive analysis, artificial intelligence (AI) has been integral to our digital world, transforming how we live, work, and interact with technology. And while Google has been a dominant player in the AI space for years, a new challenger in ChatGPT has arisen.

What is the phenomenon that is ChatGPT? And how does it stack up against Google? Here’s everything you need to know about it and how you can incorporate it into your daily work.

What is ChatGPT?

ChatGPT—or Generative Pre-trained Transformer—is a pre-trained generative chatbot powered by natural language processing (NLP) technology, enabling it to seamlessly understand and give textual answers to human prompts.

The chatbot is built upon OpenAI’s GPT-3 family of language models and has been fine-tuned using supervised and reinforcement learning techniques. It also sources data from a variety of high-quality sources, including textbooks, websites, articles, and much more, which helps refine its language model and, in turn, ability to provide more accurate and personalized responses.

Common ChatGPT Use Cases

Aside from providing short responses to user prompts, ChatGPT is useful across various use cases.

Let’s look at some common use cases.

Write or Debug Code

In this example, we asked ChatGPT to write a Javascript code for a compound interest calculator.

1. Prompting ChatGPT to write Javascript code

Prompting ChatGPT to write Javascript code

Write Functions

In this example, we asked ChatGPT to write a Data Analysis Expressions (DAX) function to get YoY growth in revenue.

2. Prompting ChatGPT to write a DAX function

Prompting ChatGPT to write a DAX function

Explain Concepts to a Specific Audience or in a Certain Style

In this example, we asked ChatGPT to explain quantum mechanics in a way that someone who was 5 years old would understand.

3. Prompting ChatGPT to explain a concept in a way a specific audience segment would understand

Prompting ChatGPT to explain a concept in a way a specific audience segment would understand

Translate Texts

In this example, we asked ChatGPT to translate a passage of text from Korean to English.

4. Prompting ChatGPT to translate a passage of text

Prompting ChatGPT to translate a passage of text

 

Extract Data From Texts

In this example, we gave ChatGPT certain parameters to extract data that would be easier for a user to grasp.

5. Prompting ChatGPT to extra data from a text passage

Prompting ChatGPT to extract data from a text passage

Answer Mathematical Questions

In this example, we asked ChatGPT to solve a mathematical equation.

6. Prompting ChatGPT to extra data from a text passage

Prompting ChatGPT to solve a mathematical equation

Write Music

In this example, we asked ChatGPT to generate chords based on those used in popular melodic pop songs.

7. Prompting ChatGPT to write music chords

Prompting ChatGPT to write music chords

These are just a few examples of the many use cases of ChatGPT. Ultimately, since it leverages a language model, it can be tailored to meet different user requirements.

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What does Chat GPT excel at?

  • Natural language processing: ChatGPT is equipped with advanced natural language processing capabilities, making it able to comprehend and generate complex code and functions for applications such as Excel, VBA, and Power BI’s DAX language. This allows users to type or speak in a conversational tone their desired functions or code, and ChatGPT will then generate it.
  • Contextual understanding: ChatGPT has the capability to understand the context of conversations, taking into account prior interactions with the user to provide more relevant and meaningful responses.
  • Personalization: ChatGPT is also capable of tailoring responses to each user’s requirements based on their preferences and past conversations.

Limitations of Using ChatGPT

  • Limited knowledge cutoff: ChatGPT’s understanding is based on the data it was taught during its training, which ended in 2021. As such, it may not be attuned to the latest developments or events that have taken place since then.
  • Generating long-form content: ChatGPT is best suited for generating short responses. While it can write long-form text, it may not perform as well in maintaining coherence and consistency throughout the piece.
  • Emotional intelligence: While ChatGPT can generate human-like responses, it may not always understand the emotional context behind a conversation or recognize sarcasm, humor, or other subtle but critical nuances in human-to-human interaction.

ChatGPT vs Google: Key Differences

Fundamentally, ChatGPT is a chatbot designed to generate responses in natural language similar to those of humans while Google is primarily a search engine that provides extensive information on various topics.

Diving deeper, what other key differences differentiate the two?

Key differences between Google and ChatGPTGoogle vs ChatGPT: Key differences

Ultimately, the choice between ChatGPT and Google will depend on your specific use case and desired outcome.

If you’re looking for a chatbot that can provide personalized, conversational responses, then ChatGPT may be the better choice. By contrast, if you need a search engine that can provide comprehensive information and integrate with other applications, then Google is likely the better option.

***

Will ChatGPT replace Google?

While ChatGPT may not entirely replace Google as a search engine, its integration with powerful search engines like Microsoft-owned Bing could make it a serious challenger to Google. Microsoft, holding a significant share in OpenAI, already plans to use ChatGPT to boost the capabilities of Bing, which could give it an edge over Google.

Despite the ongoing debate about whether ChatGPT will replace Google, the potential of AI technology is undeniable. And as AI technology continues to evolve, we can look forward to even more sophisticated and powerful chatbots like ChatGPT, revolutionizing the way we interact with machines and access information on the internet.

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]]> A Comprehensive Guide to YouTube’s Audio Ads https://www.theegg.com/sem/apac/a-comprehensive-guide-to-youtube-audio-ads/ Tue, 01 Nov 2022 07:29:49 +0000 https://www.theegg.com/?p=77340 The post A Comprehensive Guide to YouTube’s Audio Ads appeared first on The Egg.

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A Comprehensive Guide to YouTube’s Audio Ads

Everything you need to know about youtube audio ads image

In October 2022, Google rolled out its audio ads to all advertisers, which aims to help them deliver optimal ad experiences and extend reach to users streaming music and podcasts on YouTube.

While predominantly video-focused, YouTube has long been a favorite destination for music lovers and podcast listeners, and is among the top 3 most-popular platforms for listening to podcasts.

In fact, YouTube Music boasted an 8% share of the global music-streaming subscription market for much of 2021—impressive considering Google was not long ago the laggard in this space. And while still on top with around 31% market share, Spotify is gradually losing ground to its closest competitors, including YouTube Music.

1. Global music-streaming subscription market in Q2 2021 (Source - MIDiA)

Global music-streaming subscription market in Q2 2021 (Source: MIDiA)

With new targeting options for audio ads, advertisers on YouTube are now equipped with the tools and reach to engage users that also use the platform as an auditory versus strictly video medium.

Ready to succeed with audio ads? Here’s what you need to know about Google’s audio ads and how to get the most out of them in your YouTube advertising.

Note: Audio ads are now available globally in Google Ads and Display and Video 360.

How do YouTube Audio Ads work?

YouTube audio ads are similar in structure to the platform’s video ads and share the same targeting options and bidding strategies—that’s one less new thing to learn if you’re already familiar with video ads! Campaigns and goals can also be set up and managed from your Google Ads account.

While a voiceover is the standout feature of audio ad format, they usually display a visual component—like an image or animated graphic—on-screen as the voiceover is playing, almost like any regular video ad. This helps advertisers deliver an optimal ad experience to YouTube users no matter how they consume audio content on the go, whether they happen to be only looking at their screen, exclusively listening to audio, or both.

The fact that Google’s audio ads run on a cost-per-mile (CPM) basis—where advertisers pay a set bid per 1,000 impressions—is another similarity it shares with Google’s video ads. As is the case with audio ads, CPM is ideal for campaigns focused on heightening brand awareness or promoting a specific message.

With a CPM-based audio ad campaign, the click-through rate (CTR) may matter less since the exposure from having your ad prominently placed on a high-traffic website—in this case, YouTube—helps promote your brand, regardless of whether visitors click on it.

Here is an example of a YouTube audio ad.

2. A YouTube audio ad with simple text and animation components

A YouTube audio ad with simple text and animation components

Audio-based creatives are also easy and affordable to produce relative to other formats. On top of that, Google’s audio ads offer simple ad buying and campaign setup, streamlined audience targeting and measurement, and more available inventory at a low cost to extend advertisers’ reach.

Where do YouTube Audio Ads appear?

Audio ads currently only appear on podcast or music content (there’s the option to limit targeting to either), with the latter comprising targeting options based on the following genres:

  • Pop
  • Rock
  • Country
  • EDM
  • Rap & Hip Hop
  • Made for Audio Music

Should you use YouTube Audio Ads?

If your audience research signals that your target audience matches YouTube’s demographics and interests, then: YES—audio ads are worth trying out if your goal is to reach new audiences and promote your brand on the platform.

The cost to reach these audiences with audio ads tends to be lower than for video ads. Not to mention that audio ad campaigns lend themselves to budget-friendly advertising, requiring simpler visual components that translate to lower production costs.

Google’s simplified campaign setup and buying process for audio ads is also a significant draw for many brands. The cross-familiarity between YouTube’s video and audio ads means creating audio campaigns on the same platform will be relatively easy to learn, while remarketing efforts will be simpler to execute via Google Ads.

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Getting Started With YouTube Audio Ads

How to Setup YouTube Audio Ads

  1. Sign into your Google ads account
  2. Navigate to Video Campaigns from the menu on the left
  3. Click the plus (“+”) button
  4. Select New Campaign
  5. Choose Brand awareness and reach as your campaign objective
  6. Select Video as your campaign type
  7. Next, select Audio as your campaign subtype
  8. Click Continue, and voila! You’re now ready to input your bid and budget details as you would with any campaign.

3. Choose ‘Brand awareness and reach’ as your campaign objective

Choose ‘Brand awareness and reach’ as your campaign objective

4. Select ‘Video’ as your campaign type

Select ‘Video’ as your campaign type

5. Select ‘Audio’ as your campaign subtype

Select ‘Audio’ as your campaign subtype

How to Create Your First YouTube Audio Ad

  1. Once you’ve entered the bid and budget details, set the targeting parameters for your ad group so that you can start reaching relevant audiences
  2. To use made-for-audio or podcast lineups, add the lineup you want as a placement
  3. Next, add the lineup to your ad group by selecting a video content ID from the provided table
  4. Select New Video Ad
  5. Add the URL for the YouTube video you uploaded via the editor provided
  6. Edit the copy in your ad
  7. Once completed, select Create campaign

YouTube Audio Ads Specifications

Like with YouTube video ads, your audio ad must be uploaded onto YouTube and should follow the following specifications:

  • Ad length: 15 secs max.
  • File size (Video + Audio): 128GB max
  • Video resolution: Anywhere from 426×240 (240p) up to 3840×2160 (2160p)
  • Aspect ratio: 16:9 widescreen

4 Best Practices for YouTube Audio Ads

Want to find success with YouTube audio ads? Before you whizz off to test them in your campaigns, let’s delve into the “how” of audio ads and review best practices for a more efficient setup.

  • Audio should play the leading role: While the ad still has an image or animation component, remember that audio—and crafting your message as succinctly as possible in under 15 seconds—should be the focus.
  • Be specific but interesting: Since audio ads run only on music or podcasts, it’s critical to capture your audience’s attention in the 15 seconds your ad can play. Thus, be clear and specific with your message and pick a friendly, authentic voice to deliver it. For the voiceover, Google recommends aiming for 40 words in the message.
  • Include a call-to-action: For optimal brand recall and to encourage your audience to take the desired action, add a call-to-action to redirect them to one of your landing pages, or try including an offer specific to audio listeners.
  • Conduct A/B testing: As part of your campaign optimization, test and compare results from your different audio ad creatives or target audience groups to see what works best for you.

***

Ultimately, leveraging YouTube’s audio ads can be a cost-effective way of amplifying your brand message to more users on the platform—and at a fraction of the cost compared to other formats like video.

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]]> Google’s Data-Driven Attribution Model: What You Need to Know https://www.theegg.com/sem/apac/googles-data-driven-attribution-model-what-you-need-to-know/ Wed, 19 Oct 2022 08:39:15 +0000 https://www.theegg.com/?p=77228 The post Google’s Data-Driven Attribution Model: What You Need to Know appeared first on The Egg.

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Google’s Data-Driven Attribution Model: What You Need to Know

Understanding Google's data-driven attribution model

Every business naturally wants the best value in return for every dollar spent on their Google ad campaigns—it’s no surprise that attribution modelling is such a topic for discussion among advertisers.

Since its initial announcement in September 2021, Google is now switching from last click to data-driven attribution (DDA) as its new default attribution model for many accounts. Furthermore, it has removed any previously required data thresholds for DDA and made it available for more conversion types, including in-app and offline conversions.

But what does the shift to data-driven attribution mean for advertisers and their conversion tracking? Let’s find out.

Why is Google shifting to a DDA model?

Compared to the other five attribution models (see image below), DDA is less black and white since it utilizes historical data to determine the attribution credit for keywords and ads that may have different weights or impacts on your conversions.

Solely using a last click attribution model—where only the ad that brought in the final click for a conversion is credited—also neglects the other touchpoints that may have assisted in getting a customer to your website and converting,

This becomes problematic when your marketing efforts expand into non-search channels like social (i.e., YouTube) or programmatic advertising (i.e., Google Display Network). After all, it is in these areas where inventory is virtually limitless and where much of the growth opportunity lies, especially considering how today’s users consume media.

Thus, by switching to the DDA model, you will get a more holistic view of your data and can appropriately value each unique interaction that comes into play in your customers’ purchasing decisions. In turn, you can then visualize your high-converting customers and assess overall campaign performance.

To recap, Google’s six attribution models are:

  • Last click: Credits the final touchpoint in a user’s journey that led to the conversion
  • First click: Credits the first touchpoint in a user’s journey that led to the conversion
  • Linear: Evenly credits all interactions in a user’s journey that led to the conversion
  • Time-decay: Considers the full conversion path but gives weighted credit to touchpoints as they get closer in time to a conversion
  • Position-based: Credits 40% of a conversion to both the first and last touchpoint, and assigns the remaining 20% equally to the rest of the interactions
  • Data-driven: Credits each touchpoint differently since it analyzes many different data signals that make up each conversion action

Google Ads’ six available attribution models

Google Ads’ six available attribution models

Note: Although DDA will become the default attribution model for all conversion actions on Google Ads, you can manually switch to any of the other five models if you wish.

Ultimately, by leveraging machine learning to determine attribution credit, Google aims to “future-proof” conversion tracking and preserve measurement accuracy against changing privacy concerns that directly impact how businesses can access data and, in turn, measure conversions.

How will DDA impact your conversion tracking?

The DDA model will credit ad interactions towards a conversion, even if they didn’t result directly in the completion of that conversion—hence why it brings about partial conversions.

For instance, if a conversion involved two ad interactions, the DDA model might credit both in Google Ads with a figure smaller than 1—e.g., 0.25 and 0.75 or 0.5 and 0.5. Meanwhile, the last click attribution model would only consider the ad that brought in the last click as a single conversion (i.e., 1).

This point drives home the fact that the DDA model looks at various historical data points to know when an interaction is meaningful. You can expect to maximize its benefits when conducting automated bidding strategies across search, display, and video since machine learning solutions are now getting better at predicting the incremental impact of specific ads.

Note: Any of your marketing efforts outside of Google ad buying platforms will not be credited, since Google Ads only considers native Google properties in its DDA modeling.

***

Should you switch to DDA?

It is entirely up to you whether you’re more comfortable sticking to the model you’re used to (recall that Google lets you do so, as of now) or switching to DDA. It also depends on your conversion tracking setup and, more importantly, advertising goals—that is, what makes sense for your brand to report.

For example, if you want to identify which of your marketing touchpoints are the most impactful in the final stage of your customer’s journey so that you can optimize your marketing efforts there, stick with last click attribution. Alternatively, if you’d like Google to help make the call on whether certain interactions contributed to your conversion goals, either directly or indirectly, you might want to opt for DDA.

Pro tip: Use Google’s comparison tool to compare the various attribution model types and their potential impact towards your conversions (Under Google Ads, navigate to Tools and Settings > Attribution > Model Comparison).

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]]> WeChat Search Introduces New Metrics to its Analytics https://www.theegg.com/social/china/wechat-search-introduces-new-metrics-to-its-analytics/ Wed, 19 Oct 2022 01:29:04 +0000 https://www.theegg.com/?p=77187 The post WeChat Search Introduces New Metrics to its Analytics appeared first on The Egg.

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WeChat Search Introduces New Metrics to its Analytics

wechat search - new analytics update

At the start of 2022, WeChat Search—WeChat’s in-app search function—reached 700 million monthly active users (MAU), continuing its trajectory as a search engine rival to the enormously popular Baidu.

But WeChat Search has evolved and is operating more like a portal, allowing its users to discover high-quality content and services available across WeChat’s ecosystem. And from the many entry points around the app, searches initiated by users have translated into traffic for—and higher engagement of—other WeChat products.

This has made WeChat’s algorithm and search results quite unique compared to other search engines. While largely based on an individual’s search habits and preferences, its algorithm has no clear pattern, which poses a challenge to site owners when optimizing content for traffic on WeChat Search.

But fret not! In September 2022, WeChat Search introduced new metrics to its analytics tool in the WeChat Official Account backend, which can help you better understand your content performance and searchability relative to your target keywords.

Here, explore the two new metrics in WeChat Search’s analytics and common FAQs about getting started with analytics in your WeChat Official Account backend.

Note: Although WeChat Search connects users to the many distinct products within WeChat’s ecosystem, its analytics (as of now) only collects data from searches related to WeChat articles and WeChat Official Accounts.

WeChat Search analytics - User interface

WeChat Search analytics: User interface

What are the new metrics in WeChat Search’s Analytics?

User Engagement and Traffic Source

User Engagement and Traffic Source reveals the total number of times a link to your content was seen by users (i.e., impressions) via searches of WeChat articles or WeChat Official Accounts. It also uncovers the click-through rate (CTR) per traffic source and the number of new followers gained between those two sources.

WeChat Search analytics - User Engagement and Traffic Source

WeChat Search analytics: User Engagement and Traffic Source

Content Search Performance

Content Search Performance details your most searched articles and content within a time period and the keywords they ranked for via searches of WeChat articles and WeChat Official Accounts.

WeChat Search analytics - Content Search Performance

WeChat Search analytics: Content Search Performance

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Common FAQs When Getting Started on WeChat Search Analytics

FAQ #1: Why can’t I find my WeChat Official Account?

Ensure you are searching for your WeChat Official Account on WeChat Search by its full account name. If you still cannot find it through search, it might be due to the following reasons:

  • If your Official Account just launched, it will take a while for WeChat Search to collect all its information. Generally, you should be able to search for your Official Account one full day after launch.
  • Your Official Account settings were set to the “forbidden search” status by your account operator. To cancel this, head into: “WeChat public platform” > “Settings and development” > “Official account settings” > “Function/privacy”.
  • Your Official Account was excluded from search due to a failed or incomplete account registration, blocked/frozen for violations, or cancelled by one of your account operators.

If none of the above apply to you, you can submit an appeal to the WeChat Official Account of WeChat’s Search Assistant service, and a member of their support team will be in touch.

FAQ #2: Why can’t I find my articles via WeChat Search?

From content quality to the authority of your Official Account, myriad factors can affect how your article ranks on WeChat Search’s results pages. But first and foremost, the actual content in your articles must be compliant with WeChat Search’s guidelines.

As such, if you encounter any of the following issues when searching for your articles(s), you can get in touch with WeChat Search Assistant service via your Official Account:

  • Your article(s) cannot be searched by title in the article search function
  • Your article(s) cannot be searched and located within your Official Account
  • Your article(s) cannot be searched after migrating your Official Account

FAQ #3: When searching for my official account, why does its menu appear?

To help users find intended results faster and understand a brand’s information, products, or services at a glance, WeChat Search intelligently displays the menu options of the most relevant Official Account on its SERP based on user search terms.

This is entirely automated on WeChat’s end and cannot be modified.

***

Among the critical areas for optimization on WeChat Search will be its search results pages, so you can expect WeChat to expose Search across more entry points around the app. In turn, stay on top of its analytics tool to help you optimize your content quality and improve your ranking potential on WeChat Search.

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]]> Baidu SEO: 2021 Search Algorithm Updates https://www.theegg.com/seo/china/baidu-seo-2021-search-algorithm-updates/ Fri, 11 Feb 2022 03:29:14 +0000 https://www.theegg.com/?p=48523 The post Baidu SEO: 2021 Search Algorithm Updates appeared first on The Egg.

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Baidu SEO: 2021 Search Algorithm Updates

SEO in China - Baidu Algorithm Updates 2021

Baidu—China’s #1 search engine—continuously seeks to improve its user experience and provide relevant results, making it imperative that you stay on top of its algorithm updates.

With the turn of the new year, let’s examine all of Baidu’s algorithm updates in 2021, including how to optimize your site accordingly and maximize your traffic potential among its 558+ million active users.

Here’s a quick summary of all five Baidu algorithm updates in 2021, including their intended objectives and launch dates (from newest to oldest).

Baidu Algorithm Update Objective Launch Date
Breeze Algorithm 4.0  (清风算法 4.0) Regulate download sites across Baidu September 2, 2021
Beacon-Fire Algorithm Update  (烽火算法升级) Mitigate back button hijacking August 19, 2021
Blue Sky Algorithm 2.0  (蓝天算法 2.0) Weed out low-quality content on Baidu’s search results July 27, 2021
Baidu’s Updated Landing Page Standard Optimize mobile landing page experience May 24, 2021
Thunder Algorithm 3.0 (惊雷算法 3.0) Crack down on artificial methods of boosting search rankings January 12, 2021

Baidu Algorithm Update #1: Breeze Algorithm 4.0

Breeze Algorithm 4.0: What is it?

Baidu first launched its Breeze algorithm in September 2017 to penalize websites that have inaccurate webpage titles for the sake of attracting more clicks. And Baidu has since launched version 4.0 in September 2021, again targeting download sites with misleading titles and limiting their search visibility as it strives to cultivate a safe and transparent search environment.

Thus, if your website offers downloadable resources, you should comprehensively inspect and rectify any of your title tags or web content that might be flagged as inappropriate by Breeze Algorithm 4.0.

Here are three potential issues that require your attention, as well as some good and bad examples for each:

Clickbait Title Tags

This issue occurs when a download page’s title tag claims it has downloadable content but fails to let users access them directly—or at all—once they land on the page.

Two of the most common clickbait outcomes include scenarios where:

  • The download page prompts an error message like “no resources at this time”

1. Bad Example- The page title tag (top) indicates a software download but the page itself (bottom) reports no downloadable resources

Bad Example: The page title tag (top) indicates a software download but the page itself (bottom) reports no downloadable resources

  • The download page redirects users to another site to access the downloadable content

2. Bad Example - Clicking the download button on the supposed download page (left) results in a redirect to another page (right)

Bad Example: Clicking the download button on the supposed download page (left) results in a redirect to another page (right)

How to Prevent Your Titles From Being Perceived as Clickbait?

If your downloadable resources are not online, you should reflect this in your page titles and contents to avoid over-promising and causing users to click on your download by mistake.

3. Good Example -0 This page title clearly informs users that the game is not yet online for download

Good Example: This page title clearly informs users that the game is not yet online for download

If your downloadable resources are public, we recommend that you make them available to users within your download page—i.e., without a need to redirect to another page. However, if a redirect is necessary for the download, you should clearly explain this in your page title, contents, and a disclaimer on your download button.

4. Good Example - This download button has a disclaimer informing users will be redirected to another download page

Good Example: This download button has a disclaimer informing users will be redirected to another download page

Unsolicited Downloads

This issue occurs when the download page provides users with what appears to be downloadable content, but clicking download leads to situations where:

  • Users must download an external application, like a high-speed download manager, for the download to go ahead—i.e., the download page does not offer a direct download function.

5. Bad Example - Clicking this download button leads to the download of a high-speed download manager instead of the Android-compatible game (跑跑卡丁车)

Bad Example: Clicking this download button leads to the download of a download manager instead of the Android-compatible game (跑跑卡丁车)

  • Multiple software are bundled alongside whatever content users originally intended to download, with users unable to change the selection.

6. Bad Example - When users click on this software download, they are forced to download other software

Bad Example: When users click on this software download, they are forced to download other software

How to prevent your downloads from being perceived as unsolicited?

If you provide alternate download methods, you should delineate each method—like explaining to users how installing an accompanying download manager could accelerate their download—and still provide a direct download function. Note that Baidu users can uncheck any bundled software that they don’t wish to install in the pop-up window before a download.

7. Good Example - This page tells users that a download manager should be installed first to facilitate a faster download of the content (while still offering a direct download option)

Good Example: This page tells users that a download manager should be installed first to facilitate a faster download of the content (while still offering a direct download option)

Misinformation on Download Pages

This issue arises when downloaded content does not match the download page’s description and can occur in situations where:

  • The download page defines its resource as an app download (e.g., app A), but the actual download is another app (e.g., app B) or are, in extreme cases, gambling or pornography apps.

8. Bad Example - The description of this download page (left) does not match the actual download resource (right)

Bad Example: The description of this download page (left) does not match the actual download resource (right)

  • The download page describes its resource as a particular format (e.g., an audio/video download), but the actual download is another (e.g., an audio/video player).

9. Bad Example - This download page (left) describes its resource as an e-book while the actual download (right) is an e-book player

Bad Example: This download page (left) describes its resource as an e-book while the actual download (right) is an e-book player

How to avoid misleading users with your downloadable content?

To avoid misleading users, ensure that your downloadable resources are consistent with the messaging on their respective download pages. And if your download, say an audio file, requires the installation of a separate audio player, your download page should inform users about this in the page title and download button.

10. Good Example - This download page explains that users must install an e-book player before downloading the e-book itself

Good Example: This download page explains that users must install an e-book player before downloading the e-book itself

WANT DIGITAL INSIGHTS STRAIGHT TO YOUR INBOX?

Baidu Algorithm Update #2: Beacon-Fire Algorithm Upgrade

Beacon-Fire Algorithm Upgrade: What is it?

The Beacon-fire algorithm identifies and penalizes websites that exhibit malicious behavior, including web traffic hijacking and stealing of user personal data without permission.

On any modern web browser, the back button lets users leave a page or website once they have finished browsing it. However, back button hijacking can cause frustrating user experiences.

To this end, Baidu upgraded the Beacon-fire algorithm’s coverage to penalize websites that deploy the following back button hijacking tactics:

  • Making the back button unresponsive so that users cannot return to the previous page. This means users are trapped in the site unless they close their browser window.
  • Clicking the back button directs users to the website’s homepage or navigation instead of the previous page they were browsing.
  • Clicking the back button directs users to a low-quality page they have never visited before, such as pages with primarily advertising or pornography.

Beacon-Fire Algorithm Update: What to look out for?

You should never subject your users to hijacking, whether through tactics actively employed by yourself or maliciously inserted into your website (e.g. vulnerabilities, advertisement hijacking, JavaScript hijacking, etc.). As a standard, clicking the back button should let users return to the previous page they visited.

We also recommend examining Baidu’s website hijacking troubleshooting guide and auditing third-party scripts used on your site. Baidu has identified that malicious third-party scripts are a common cause for back button hijacks.

Baidu Algorithm Update #3: Blue Sky Algorithm 2.0

Blue Sky Algorithm 2.0: What is it?

Blue Sky Algorithm 2.0 enhances Baidu’s ability to identify and control fake and malicious content unrelated to a particular site and weed them out from its search engine results pages (SERPs).

Blue Sky Algorithm 2.0: What to look out for?

We recommend avoiding creating low-quality content for the sake of putting out content, especially if the content is unrelated to your product or service.

Baidu Algorithm Update #4: Updated Landing Page Standard

Baidu’s Updated Landing Page Standard: What is it?

Baidu has a whitepaper for webmasters that documents best practice recommendations for designing mobile landing pages. The current version of this whitepaper is 5.0, published in 2020.

In May 2021, Baidu updated its recommendation, specifying that the main contents of a mobile landing page should no longer be collapsible.

11. Bad examples of mobile landing pages, where main contents are collapsible

Bad examples of mobile landing pages, where main contents are collapsible

Baidu’s Updated Landing Page Standard: What to look out for?

Considering Baidu’s best practice recommendations, you should adhere to the following standards for your mobile landing pages:

  • Do not use expand full text buttons to collapse main content on your web pages.
  • Expand full text buttons can still be used with supplemental content, like related articles or comment sections. But they should be limited to one instance below the fold.
  • The expand full text button must be clearly marked with text and fully functional.
  • The expand full text function should be positioned logically to avoid impeding user navigation and experience on the page.

Baidu Algorithm Update #5: Thunder Algorithm 3.0

Thunder Algorithm 3.0: What is it?

Back in January 2021, Baidu Search launched its Thunder Algorithm 3.0, which cracks down on fraudulent practices that attempt to artificially boost a website’s ranking by forging user behavior, like with clickbots. Compared with its version 2.0, this update has improved the algorithm in four key areas:

  • More acute identification of fake clicks
  • Intensified penalties to fraudulent sites
  • Expanded coverage of the algorithm
  • Targeted crackdowns carried out on website industries more prone to such practices, including automotive, download, recruitment, B2B, and more

Thunder Algorithm 3.0: What to look out for?

To grow traffic sustainably, you should produce high-quality content that meets users’ needs. We recommend steering clear of traffic generators (like click bots) and other fraudulent methods that can hurt your SEO and—in some cases—result in a penalty for your website.

***

As search ranking competition in China continues to soar, websites should adhere to local laws and regulations, as well as Baidu’s SEO guidelines, to reach its unparalleled online userbase.

Ready to maximize your digital marketing in China?

Digital Marketing News + Insights

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Overview

This intensive 1-day course is the perfect way to broaden your understanding of the complex China digital market landscape. The course will provide you with the knowledge that to plan your China digital strategy by having a good fundamental understanding of all the possible options available to you.

Daniel leads The Egg’s team of Chinese digitals marketers and has 13 years of experience providing clients with successful, tailor-made digital strategies in China. He has successfully helped many overseas clients from Hong Kong, Singapore, and beyond to navigate the often complex Chinese market.

 

His areas of specialty when training include China SEO, Baidu PPC, analytics, WeChat, and strategic planning. Daniel conducts training in both English and Mandarin.

Program

The 1-day intensive course is really designed for professionals who have some understanding of digital but are not yet fully informed on the China digital marketing environment. Our trainers are flying into Hong Kong from Shanghai just for this training to give you the most up-to-date knowledge in the China market. You will learn about search engines and social, display and analytics and hear what has worked for brands in the past. You will also have a unique opportunity to ask as many questions as you wish, leveraging the trainers’ combined 20 years of experience in China digital marketing.

Who should attend

Brand marketers, marketing managers, regional marketing directors, and business owners who may be looking to enter the China market.

How will I benefit

After taking part in the 1-day intensive course you will be able to 1) understand the China digital marketing landscape; 2) have a good view of how SEO in China is different from Google and recognize the Baidu properties that we can use for SEO; 3) understand tools used for keyword research for PPC on Baidu; 4) know which display options you have available to you; 5) understand the strengths and weaknesses of WeChat and Weibo and their various advertising options; and 6) get a clear picture on measurement tools for digital in China overall.

What you will learn

It is called intense for a reason–the 1-day course will be jam-packed with learnings in the following 6 sessions.

1. China Digital Market Landscape

  • Setting the scene in China now
  • Key trends that are emerging
  • Important stats you should know and understand
  • Overview of platforms and key products
  • Examples of foreign companies that know how to make it work

2. China SEO

  • SEO on Baidu overview
  • SEO process on Baidu and deciding priorities
  • Keyword research and tools
  • how to do SEO on Baidu properties such and Baike, Zhidao, Wenku, and Tieba

   

3. China SEM

  • Baidu account setup best practices
  • Keyword research and ad copy testing
  • Tailoring your landing pages for the local market
  • Overview of Baidu’s advertising products
  • Understanding So.com’s products versus Baidu

          

4. China Social Media

  • Getting setup on Weibo and WeChat
  • Using Weibo audience targeting features
  • Acquiring followings for your social content on WeChat
  • WeChat site setup best practices
  • Measuring your social efforts in China

     

5. Chinese Display and Programmatic Advertising Landscape

  • Overview of display vendors in China
  • Baidu Union overview
  • Search targeting/re-targeting and other tactics on Baidu
  • Banner best practices for the local market
  • Programmatic overview of vendors and technical capabilities

6. Measuring Performance and Technical Challenges in China

  • Overview of measurements options
  • Understanding Baidu Webmaster tools
  • Google Analytics versus Baidu Tongi
  • 3rd-party tools that can help you get more visibility

Your Trainers

Daniel Cai

China GM
The Egg Company Limited

Daniel leads The Egg’s team of Chinese digitals marketers and has 13 years of experience providing clients with successful, tailor-made digital strategies in China. He has successfully helped many overseas clients from Hong Kong, Singapore, and beyond to navigate the often complex Chinese market.

His areas of specialty when training include China SEO, Baidu PPC, analytics, WeChat, and strategic planning. Daniel conducts training in both English and Mandarin.

Vennie So

Regional Director
The Egg Company Limited

Vennie works across the various offices and teams in the company specializing in multi-lingual, multi-market search.

While living in China, she acquired an in-depth understanding of China’s digital space and adds that to her expert knowledge in SEO and PPC. With her strong computing background, she also doubles as the resident technical SEO consultant in the company.

Vennie’s core training topics include SEO, analytics, content marketing, and paid search. Vennie conducts training in English, Cantonese and Mandarin.

 

Our clients

The Egg has provided training to the following companies in Hong Kong, Shanghai, and Singapore:

Information

 Location

Chairman’s Place, M/F
New World Millennium Hong Kong Hotel
72 Mody Road, Tsim Sha Tsui East, Kowloon, Hong Kong
Map

Date

23 March 2018, 9-5pm (Friday)

Price

HKD $5000
Event consists of a light breakfast, buffet lunch, afternoon coffee break, and free wifi for all attendees

Phone

+852-3420-0456

Language

English

Registration

Spaces are limited. To reserve your place please fill out the form below and we will confirm your place by email.

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