Shulou(Shulou.com)06/01 Report--

Since Wechat launched the official account search function, the ranking rules have been paid close attention to by everyone, but Tencent has not given an official reference to the ranking rules, so what are the factors that affect Wechat's official account ranking? Based on my years of experience in operating the official Wechat account, we have summarized the following factors that affect the ranking and the corresponding solutions.

The official account name of Wechat (20%)

The name of Wechat official account is the same as the title of the website, so it has a great impact on the search ranking of official account.

It is suggested to name the official account of Wechat:

1, the name contains keywords as much as possible, and the higher the better.

2. The shorter the name, the better. It is not recommended to take the full name of the company, which contains words related to brand or service.

3. The higher the value of the title meaning to the user, the better. For example, when we search for the word "Lenovo", the first thing that appears is Lenovo after-sales, indicating that more people want to know about Lenovo after-sales service information.

Second, functional introduction (5%)

Equivalent to the site's description, although there is no impact on Wechat search rankings, but the functional introduction is also displayed to the detailed page of search results, can directly affect the choice of users, so a good functional introduction is also very important. The best way to write is to repeat keywords appropriately, but do not pile up keywords to make the sentence smooth and natural, with a word count of about 40 words.

III. Wechat certification (10%)

The official account ranking of the certification is generally higher than that of the uncertified, and it is related to the information of the certification subject. Generally speaking, the certification subject with higher visibility has a higher relative ranking. It is recommended that merchants had better authenticate, regardless of the annual fee of 300 yuan, and the official account of authentication has a kind of sense of security for users to choose.

IV. Regional factors (15%)

When we search for a word, the local official account tends to rank higher because Wechat has already located its users. If the enterprise is only for local users, it is recommended to describe more local information in terms of name, function description and content. For example, if your company does computer maintenance, you can name it Tianjin computer maintenance.

The content of the push directly affects the number of people who read and share pictures and texts. Tencent is very concerned about the conversion rate of pictures and texts. For example, official account A has 10000 followers, but only 10000 followers and 30 shares. Official account B has 300 followers, but also has 100 reads and 60 shares. Wechat officials believe that official account A has a lot of zombie fans, and Wechat does not like such official accounts. Whether users of an article like it or not has a lot to do with the title. Wechat operators are advised to make the title as attractive as possible so that more people can share it.

5. Post content (20%)

Zhang Xiaolong, founder of Wechat, explained to us in detail the development trend after Wechat some time ago, in which "valuable services" are often mentioned. Tencent hopes that the official account of Wechat can provide more valuable services. So we have to pay attention to pushing messages. We should push more information that users like and information related to the topic of the official account. In short, a principle is that we will provide what users like and what they need. Do not send what you like, but send information that users like. After all, Wechat official account is established for users.

Wechat some time ago has launched a test to judge the original function of Wechat articles, so it is recommended that Wechat operators try to be original or pseudo-original when publishing Wechat picture and text messages, especially the first article.

6. Fan activity (20%)

Through some methods (such as activities) to increase the interaction between fans and public accounts, increase fan stickiness, high fan interaction frequency ranking will also be good, which has been confirmed in the ranking of Tencent's own product qq group. The questions raised by fans should be answered in a timely manner, and some Wechat activities should be launched frequently to allow users to participate. On this point, if the official account with a large number of fans, you can follow the example of Xiaomi and become a micro-community.

7. Service number and Subscription account.

It is suggested that the general enterprise had better choose the service number, because the message of the service number can be communicated directly to the user, and the function of the service number is more than Subscription account. But the service number can only send messages four times a month, so official accounts such as advertising media suggest Subscription account.

Number of fans (3%)

The number of fans has a certain impact on the ranking, but not much, because there are a lot of zombie fans, fans are about quality rather than quantity, Wechat is about fan activity, for this you can refer to the sixth.

IX. Registration time (2%)

Registration time has a certain impact, but the impact is not significant, but it is recommended that users set up their own Wechat official account as soon as possible, sooner rather than later, so as not to lose more of their users. no, no, no.

Internal factors (uncertain factors)

Like Baidu's bidding, Wechat also has its own fee ranking rules. Although Wechat has not officially announced this service, this is already an unspoken rule in the industry, and Wechat will naturally not let go of this financial road.

Summary:

The above is our introduction of the main factors and solutions that affect the search ranking of Wechat official account, but in the end, there are too many factors that affect the ranking results, and many of them are uncertain. Wechat's ranking algorithm will also change over time, but no matter how the ranking algorithm changes, the most important thing is to do a good job in the operation of our Wechat official account. Only in this way can we respond to changes without change. If your company does not have a network marketing staff, it is recommended to choose a larger Wechat agent operation company.

Ye Ming reprint

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