4 Ways To Improve Your SEO On Xiaohongshu in 2024

Did you know that a majority of Xiaohongshu users search for information by tapping keywords in the search bar on Xiaohongshu?

According to official statistics from Xiaohongshu:

• 30% of users only use Xiaohongshu as a search engine.

• 70% of monthly active users perform searches.

• 42% of new users use the search function on their first day.

• 10%-20% of users search on Xiaohongshu before making purchasing decisions.

Improving SEO and search rankings is crucial for brands on Xiaohongshu! But, how do you do that?

Here are 4 ways to help you.

1. Choose the Right Keywords to Boost Search Traffic

Choosing the right keywords is essential to improving Xiaohongshu SEO.

You can choose from four levels: general keywords, niche keywords, Location-based keywords, and branded keywords.

Let me give you an example: you are a travel agent promoting trips.

For a general keyword, which is the most basic one, you can choose a keyword related to your industry like “travel.”

For a niche keyword, which is more specific and could vary in terms of target audience, product features, or certain contexts:

For a niche target audience, it could be something like “luxury travel packages for couples” or “adventure tours for solo travelers.”

In terms of centering around a period of time, it could be “a 7-day short trip to China” or “weekend getaways in Europe.”

For location-based keywords, you might use “travel to Spain,” “best hotels in Bali,” or “things to do in New York City.”

Also, you can add your brand name or popular travel products as branded keywords to boost brand influence and attract loyal customers.

That's why understanding your products and audience is essential for keyword selection.

You can also use third-party analysis tools like Qiangua, Newrank, and Chanmama to improve your strategy.

Be careful!

Certain words are banned on Xiaohongshu.

Using them might trigger censorship, which could lead to your account being blocked!

For example, avoid words like 'most,' 'first,' and 'leading,' and stay away from medical and financial terms too. I've put together a list of these banned words. You can download it here:

2. Optimize Your Content to Include the Right Keywords

Creating high-quality posts requires content optimization. Make sure to add relevant keywords to the title, cover/image, and caption text.

Xiaohongshu Title

Why Include Keywords in the Title?

The title is crucial as it directly impacts search engine visibility and attracts clicks from your target audience.

Including relevant keywords in the title helps search engines understand the content's topic and context, make the post rank higher in search results.

How to Include Keywords in the Title:

• Be Specific and Clear: Use the primary keyword or key phrase that best describes the content.

• Front-Load Keywords: Place important keywords near the beginning of the title for better visibility.

• Natural Integration: Ensure keywords are seamlessly integrated into the title to maintain readability and appeal.

• Consider User Intent: Craft titles that include keywords and address what users are searching for or interested in.

Also, using words, punctuation, and relevant emojis to make the title stimulate curiosity, anticipation, and resonance can attract more audience.

Xiaohongshu Cover/Image

Best Post Cover Size for Xiaohongshu:

The optimal post-cover size for Xiaohongshu is 3:4 vertical. This ratio is ideal for maximizing visibility on the platform. Also, the rest images in the post should maintain the same ratio for a better look and feel.

Make the Cover More Eye-Catching:

When creating covers for Xiaohongshu (Little Red Book), start with one high-quality, visually appealing image, or you can choose to use a puzzle to combine multiple pictures.

Add text that highlights what your post is about, whether it's showcasing unique product features or benefits on the cover.

This approach helps your cover stand out and grabs the attention of Xiaohongshu users, encouraging them to check out your content.

Xiaohongshu Post Caption

Xiaohongshu is an image-first social platform.

If your photos and videos aren't good enough, you'll struggle to find success. And even if your images and videos are great, they can still fall short if your captions aren't up to par.

Captions on Xiaohongshu can be up to 1,000 characters in length and no more than 10 hashtags. Here are 3 tips to help you craft effective captions:

• Keep it short and real: Don't use long, complicated sentences that hide your message. Be honest! On Xiaohongshu, it's all about community. Sharing your true thoughts, stories, and feelings brings in a lot of traffic. Being genuine helps people relate to and trust you. Avoid sounding too much like an ad—people prefer authentic content.

• Use Emojis and Hashtags: Add emojis to make your captions fun. Use hashtags with related keywords to help more people find your posts.

• Ask Questions and Give A Call to Action: Ask your audience questions to spark engagement, but remember, don't include links to other platforms. Xiaohongshu rules say no to sharing contact info like email, phone numbers, or WeChat IDs, and avoid linking to sites like Tmall or Taobao.

3. Boost User Engagement

Engaging with users and getting quality reviews on Xiaohongshu can boost SEO.

• Interacting with Users: Replying to comments as much as possible can increase your post exposure. Also, learn from their feedback to improve your content.

• Quality User Reviews: Positive user comments can boost your account’s visibility and trust, helping to increase sales. Encourage users to leave high-quality comments

4. Establishing Account Authority

Account authority plays a key role in your content's search rankings and overall exposure. Xiaohongshu's account authority is controlled by 4 aspects.

• Originality and Content Quality: Posting original content and high-quality posts increases your account's importance. Make sure most of your content (more than 60%) is original, with clear pictures, detailed descriptions, and valuable information. High engagement (likes, comments, shares) proves content quality.

• Focus on One Area: Accounts that focus on one main area (like beauty or fitness) do better than those with scattered topics. They are more likely to be found in searches and recommendations.

• Account Activity: Being active by posting often, replying to comments, and logging in frequently makes your account gain more exposure.

• Brand Collaborations and MCN: Accounts that work with brands or are signed with MCN (Multi-Channel Network) get more attention and authority. Brand collaborations give more exposure, and MCN support helps the account grow better.

• Verified accounts: especially those of businesses, receive more attention and authority. Here's how to verify your business account:

  • How to Open a Xiaohongshu Business Account: A Comprehensive Guide for Brands

Conclusion

By selecting suitable keywords, optimizing content, boosting user engagement, and establishing account authority, you can significantly improve your SEO on Red/Xiaohongshu.

Sounds complicated?

Want more tips on cracking the Chinese social media, Xiaohongshu? Visit www.chinamarketingzl.com and let’s work together to grow your business in China! 🚀

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• Follow me on Instagram @chinamarketingzl for behind-the-scenes insights into my business and Xiaohongshu tips.

• Check out my YouTube channel HERE for more free educational content.

• Visit my website at www.chinamarketingzl.com to see how we can work together.

• Email me directly for help at zoe@chinamarketingzl.com.

Meet Lily, the creative force behind today's post. ✨

Lily Ruan, a digital marketer, fashion expert, and travel enthusiast, uses her creativity to improve our world. 🌍

She's been a fantastic addition to my team, and I'm grateful for her hard work and fresh ideas.

Thank you, Lily!