There are millions of WeChat official account out there. How to stand out among those WeChat official account? WeChat launched the official account search function, the ranking rules have been deeply concerned by everyone, but Tencent has not given an official reference to the ranking rules so far. The following are the factors affecting the ranking and the corresponding solutions.
1, WeChat official account name (25%)
The name of the WeChat official account is the same as the title of the website, so the impact on the public number search ranking is still relatively large.
WeChat official account name recommendation:
1, the name contains keywords as much as possible, and the better the front.
2, the shorter the name, the better, it is not recommended to take the full name of the company, including brand or service related words.
3, the title meaning to the user search for the higher the better. For example, we searched for the word “Lenovo”, and the first one was Lenovo after-sales, indicating that more people want to know Lenovo’s after-sales service information.
2, the function introduction (0)
Equivalent to the description of the website (description label), although there is no impact on the WeChat search ranking, but the function introduction is also displayed to the detailed page of the search results, which can directly affect the user’s choice, so it is also important to have a good function introduction. The best way to write is to repeat the keywords properly, but avoid stacking the keywords, so that the statement is natural and the best, the number of words is about 40 words.
3, WeChat verification certification (10%)
The ranking of the certified public number is generally higher than that of the uncertified one, and it is related to the information of the certification subject. In general, the higher-recognized authentication subject is relatively higher. It is recommended that the merchants have the best certification, do not care about the cost of 300 yuan a year, and the official account of the certification has a sense of security for the user’s choice.
4, regional factors (10%)
When we search for a word, the local public number is often ranked higher, because WeChat has already positioned the user. If the enterprise is only for local users, it is recommended to describe some local information in terms of name, function description and content. For example, your company is doing computer maintenance, you can name the Tianjin computer repair.
5, push content (25%)
WeChat founder Zhang Xiaolong explained the development trend of WeChat in the past time. The “valuable service” was often mentioned. Tencent hopes that WeChat public number can provide more valuable services. We have to pay attention to push information, publish more information and contents that users like, and information related to the theme of the public. One of the principles is what the user likes, what is needed, what we offer, don’t send what you like. To send users the information they like, after all, the WeChat public account is built for the user.
Push content directly affects the number of people who read and share pictures. Tencent is very interested in the conversion rate of intent text. For example, public number A has 10,000 fans, but only 100 readings, 30 sharing, public number B has 300 fans, but also have 100 readings, and 60 sharing, WeChat official believes that public number A has a lot of zombie powder, WeChat does not like this public number. And users like to have a lot to do with the title, it is recommended that WeChat operators to make the title as attractive as possible, so that more people to share.
WeChat 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, especially the first article, when publishing WeChat text messages.
6, the activity of fans (20%)
Through some methods (such as activities) to increase the interaction between fans and public accounts, increase the fan stickiness, the high frequency of fan interaction will also be very good, which has been confirmed in the ranking of Tencent’s own product qq group. Fans should make relevant answers in a timely manner, and often launch some WeChat activities to let users participate. In this regard, if the number of fans is large, you can follow the example of Xiaomi and become a micro-community.
7. Service number and subscription number (5%)
It is recommended that the general enterprise choose the service number because the service number message can be directly communicated to the user, and the service number has more functions than the subscription number. However, the service number can only be sent 4 times a month, so public numbers such as advertising media suggest a subscription number.
8, the number of fans (3%)
The number of fans has a certain influence on the ranking, but the impact is not big, because there are a lot of zombie powders now, fans are quality rather than quantity, WeChat cares about the fan activity, you can refer to Article 6 on this point.
9, the account registration time (2%)
Registration time has a certain impact, but the impact is not great, but it is recommended that users set up their own WeChat public number as early as possible, which is better than late, so as not to lose more users. .
X. Internal factors (non-deterministic factors)
Like Baidu’s bidding, WeChat also has its own charging ranking rules. Although WeChat officials have not announced this service, it is already a hidden rule in the industry. WeChat will naturally not let go of this financial road.
Summary:
The above things are some of the main factors affecting WeChat official accounts search rankings and solutions, but there are too many factors that ultimately affect the ranking results, and many of them are uncertain factors. WeChat ranking algorithm will also change with time. However, no matter how the ranking algorithm changes, the most important thing for us is to do our own work on the WeChat public account, so that we will change.