This means that in the future, users can search for Douyin videos on Baidu through keywords .
As early as July this year, the Ministry of Industry and Information Technology launched a special rectification action for the Internet industry, which mentioned that media companies such as Tencent and ByteDance are required to open search barriers so that users can enter other platforms through search or other platforms.
A big reason behind Douyin’s release of search engine indexing is driven by the influence of policies.
Douyin is just a microcosm of the "interconnection" in telemarketing list the Internet industry, and it has some new thoughts about itself.
1. Short video layout is imperative
As of December 2020, the scale of Chinese netizens has reached 989 million, and the scale of short video users has reached 850 million, accounting for 86%. Short video e-commerce is also showing a trend of bucking the trend, becoming the most popular telemarketing list outlet business on the Internet.
There is no doubt that the short video platform will definitely be the most popular communication channel in 2021, and it is also the core gathering place of current traffic .
When it comes to brushing short videos, the first thing that comes to mind is a way to relax and spend leisure time. As the commercial monetization model of the short video platform becomes more mature and perfect, its attributes have already changed.
Creators have more possibilities for commercial realization on the platform, and users after market education also begin to accept new consumption patterns.
Taking online shopping as an example, the first choice of users must be Taobao. But now more and more people are starting to choose Douyin. Changes in user behavior are gradually affecting the commercial value of the platform, and it is imperative for enterprises to deploy short videos.
At present, there are still many companies who believe that excessively entertaining short video platforms may not only damage the brand image, but also make it difficult for TO B projects to be realized. This kind of self-centeredness and direct ignorance of the real market environment is a typical traditional thinking, and it also highlights the arrogance of the company .
The dissemination of information on the Internet has changed from the era of text to the era of pictures, and then to the current era of short videos. Short video will become a new carrier for interactive connection with users, and it will become a standard tool for corporate marketing just like the company's official website, public account, and picture album .
It is very necessary for us to preempt the layout of short videos in advance. We must know that the cost of traffic acquisition will only increase, which has long been an advantage .
2. Resolutely and thoroughly get traffic from search engines
When the mobile Internet came to the center stage, the PC Internet took a back seat, and the argument that SEO (Search Engine Optimization) was dead has never stopped.
In my opinion, the isolated islands of information born in the era of mobile Internet actually brought the second spring to SEO, which is equivalent to the 2.0 version of SEO. It has not died, but has been upgraded. As early as June, I wrote an article "SEO is turning red" had the same point of view.
I divide SEO into off-site SEO and on-site SEO . You can also understand it by the concepts of public domain traffic pools and private domain traffic pools.
Off-site SEO refers to the optimization of information sorting based on search engines, and the information involved in sorting comes from various websites on the Internet. There will be a problem of unequal competition, that is, websites of different sizes and scales are put together to compete for keyword rankings . Obviously, the bigger ones will have a more ranking advantage. What about those small websites? You can only do some "fish" that slip through the net that big stations don't look down on or take care of.
Therefore, off-site SEO is about the platform , and then the content. This is why many small websites can't get matching traffic no matter how hard they try to create content. And those big websites rely on random collection of junk content, but they can seize the traffic entrance.
Compared with off-site SEO, on-site SEO is more equal. Because the information eligible to participate in the sorting belongs to the same platform, this basic condition is the same for everyone.
At this time, the competition is the quality of the content , not the platform. This has also led to many off-site SEOERs that do not have the advantage of a platform to turn to on-site SEO, such as Zhihu, Xiaohongshu, Kuaishou, Douyin, etc.