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Learn how to leverage Baidu keyword mining for product planning and SEO optimization. This guide outlines a step-by-step process to identify popular search terms, analyze trends, and assess competition to inform your product strategy and maximize organic traffic.

Using a traffic acquisition project as an example, let's explore how to understand search users' needs through Baidu keyword mining.

Product Expansion Goals

  1. Define a specific scope (e.g., financial tools)
  1. Add new search engine entries (new products or pages)
  1. Maximize SEO landing traffic while better meeting search users' needs

How to Evaluate a Keyword's Impact on This Goal

  1. Popularity (total search volume of the keyword group)
  1. Trend (sustained phenomenon or upward trajectory)
  1. Ability to capture a good ranking
    1. Competitors' effectiveness in meeting demand
    2. Competition intensity in the keyword field

Workflow and Best Tools

Order
Operation
Tools (Examples)
1
Generate seed words
1. Expand existing business keywords (e.g., social insurance and housing fund) 2. Brainstorm within your area of responsibility (financial tools) 3. Competitor analysis (e.g., Soufun's housing eligibility calculator)
2
Generate expanded keywords (criteria: popularity, opportunity, or upward trend)
1. Primary: "Aizhan PC Version - Keyword Expansion" (focus on popular keywords) 2. Secondary: "Aizhan - Keyword Mining - Search Volume" (assess competition difficulty; pursue if search volume is moderate and competition is low) 3. Supplementary: "Baidu Index - Demand Map" (identify related words with rising trends)
Simultaneously
Verify keyword popularity
1. "Aizhan PC Version - Keyword Expansion": search index, mobile search index (same data source as Baidu Index) 2. Backup: "Baidu Promotion - Keyword Planner"
Simultaneously
Examine time trends (stable or growing)
"Baidu Index - Trend Research - All Time": 1. Check for monthly fluctuations (based on cross-year average) 2. Identify clear year-over-year growth trends
3
Analyze competitors and competition difficulty
1. "Baidu Search" (intuitive and accurate) 2. Supplementary: "Aizhan - Keyword Mining - Competition Level" (for quantitative comparisons)
4
Summarize initial keyword mining output
Table: seed words, keywords, popularity, competition difficulty, time trends
5
Compare keyword groups
Table: priority, product, keyword group popularity, trend summary, difficulty summary
Mastering Baidu SEO: Key Factors for Driving Landing Traffic in China's Digital LandscapeSetting Product Objectives: How to Convince Your Boss and Secure Resources
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Zhenye Dong
Zhenye Dong
Product Manager | New Dad | New Blogger
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