(Source: https://pltfrm.com.cn)
Introduction
China’s e-commerce environment is unique in many ways. From platform-specific algorithms to the nuances of Chinese search behavior, effective keyword optimization can significantly impact your brand’s visibility and sales. This article delves into strategies for using keywords to enhance your presence in China’s online market.
1. Conducting Thorough Keyword Research for Chinese E-Commerce Platforms
1.1 Local Market Considerations
Understanding how consumers search in China is the foundation of effective keyword optimization. For example, many consumers use Baidu for research but make purchases directly through Tmall or JD.com. A keyword strategy should align with how consumers navigate these platforms, considering their preferences and behaviors.
1.2 Using Chinese Keyword Tools
Utilize tools like Baidu Keyword Planner and WeChat’s native search analytics to identify trending keywords. In addition, tools that analyze data from China’s leading e-commerce platforms, such as Tmall or JD.com, can provide deep insights into which terms are performing well within your industry.
2. Optimizing Content for Chinese Search Engines
2.1 SEO for Baidu vs. E-commerce Platforms
Baidu’s search algorithm places great emphasis on text-based content, while platforms like Tmall and JD.com prioritize transactional data and consumer reviews. To optimize for Baidu, ensure your website content includes keywords and engaging copy, whereas on e-commerce platforms, focus on using keywords in product descriptions, titles, and reviews.
2.2 Mobile Optimization
China’s mobile-first e-commerce environment requires that all keyword strategies account for mobile user experiences. Ensure your keywords are optimized for mobile searches, including the use of voice search, which is gaining popularity.
3. The Role of Keywords in Influencer Marketing
3.1 Influencers as Key Drivers of Keywords
In China, influencers (KOLs) are crucial for boosting product visibility. Collaborating with influencers can allow you to tap into their existing keyword presence. A well-known influencer may introduce your brand and incorporate trending keywords in their posts, generating organic reach and SEO benefits.
3.2 Incorporating Influencer Content into Your Own Channels
Repurpose influencer content by sharing it across your owned channels, like WeChat or Weibo. This can amplify keyword usage and increase organic traffic through the influencer’s network.
4. Ensuring Quality and Relevance in Keyword Usage
4.1 Avoiding Keyword Stuffing
While it’s important to use keywords frequently, overloading your descriptions with repetitive keywords can result in penalties by search engines or platforms. Use keywords strategically, in a way that maintains natural readability while satisfying search algorithms.
4.2 Continuous Keyword Monitoring
Keyword trends can shift rapidly in China. It’s important to regularly monitor keyword performance and adjust your strategy based on shifts in search volume and trends. Tools like Baidu Index and platform-specific insights can guide these adjustments.
Case Study: An Australian Supplement Brand’s Success in China
An Australian supplement brand leveraged the power of local influencer partnerships, incorporating influencer-driven keywords into their product descriptions and social media campaigns. This resulted in a 40% increase in organic search traffic from Baidu and a 20% increase in sales on Tmall within six months.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
