(Source: https://pltfrm.com.cn)
Introduction
For international brands, expanding into China’s e-commerce market can be daunting, especially when it comes to digital marketing. A critical strategy for visibility and customer acquisition is mastering keyword usage. This article explores how to effectively leverage keywords in China’s e-commerce landscape to enhance your online presence.
1. Conducting Market-Specific Keyword Research
1.1 Understanding Local Search Behavior
Chinese consumers use search engines like Baidu, as well as platforms such as Tmall and WeChat for product searches. Each platform has its own search algorithm and ranking factors. Thus, it’s essential to tailor keyword research to fit the search behaviors of Chinese consumers. Tools like Baidu Keyword Planner or third-party agencies familiar with local search trends are invaluable.
1.2 Incorporating Regional Variations
China is a vast country with regional dialects and local terminologies that differ significantly from Standard Mandarin. It’s crucial to incorporate these variations into your keyword strategy to ensure you’re reaching a broader audience. For example, words used in Beijing might not have the same popularity or relevance in cities like Guangzhou or Chengdu.
2. Understanding Platform-Specific Keyword Optimization
2.1 Baidu Search Engine Optimization
Baidu remains the dominant search engine in China. Optimizing product descriptions and titles for Baidu requires strategic keyword placement—beginning with the product title, meta description, and content. Baidu prioritizes clear, concise, and localized content. If you’re using a third-party platform like Tmall, ensure your listing is optimized for their search algorithm as well, which considers customer reviews, sales numbers, and relevancy.
2.2 E-commerce Platform Algorithms
Every e-commerce platform in China has a unique ranking system. For instance, Tmall and JD.com rely heavily on transactional data and customer reviews to rank products. To rank higher on these platforms, brands should optimize product descriptions with keywords that are directly related to the customer’s purchasing intent. Additionally, integrating specific keyword phrases in your shop’s description or on product images can improve visibility on these platforms.
3. Strategic Use of Long-Tail Keywords
3.1 Targeting Niche Markets
Long-tail keywords are highly effective in China’s crowded e-commerce landscape. These keywords typically consist of more specific product-related phrases that are less competitive but more targeted. Using long-tail keywords such as “organic skincare for sensitive skin” or “luxury leather bags for men” can help brands stand out in niche categories.
3.2 Balancing Keyword Density
While it’s essential to integrate keywords throughout your product descriptions and titles, avoid keyword stuffing—this can lead to lower rankings on both Baidu and e-commerce platforms. A balance of primary, secondary, and long-tail keywords within the natural flow of content is key to ranking well.
4. Leveraging Social Media and Influencers for Keyword Amplification
4.1 Social Platforms as Search Engines
In China, social platforms like WeChat, Weibo, and Douyin (TikTok) serve as search engines for certain product categories. Integrating popular hashtags and trending keywords into your posts and videos can improve discoverability. Brands should be proactive in monitoring trending keywords related to their products and incorporating these into their content.
4.2 Collaborating with KOLs (Key Opinion Leaders)
Partnering with KOLs who resonate with your target audience can help amplify your brand’s keyword presence. KOLs often incorporate high-volume keywords in their posts, reviews, and unboxing videos. This can boost your product’s visibility and credibility through social proof.
Case Study: A French Luxury Brand’s Successful Strategy
A high-end French fashion brand entered the Chinese market by focusing on long-tail keywords that catered to local preferences. By targeting specific searches like “Parisian-style handbags” and combining these with regional dialects, they saw a 50% increase in traffic to their Tmall store within the first quarter of their campaign.
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!
