搜索,是用户完全主动发起的动作行为,自然也最能直接呈现用户的真实需求。抖音生活服务商家想要掌握如何利用搜索带来新的交易增量,就要从了解用户的搜索需求开始。此文将详解抖音生活服务搜索3大运营策略6大运营动作！帮助商家如何运营好搜索，带来生意新增量！

Search is a completely proactive action initiated by users, which naturally presents their true needs most directly. In order to master how to use search to bring new transaction increments, Tiktok Life Service businesses need to start from understanding users' search needs. This article will explain in detail the three operation strategies and six operation actions of Tiktok Life Service Search! How to help businesses operate searches well and bring new business growth!

3大运营策略

3 major operational strategies

01 扩流量：潜在用户搜到你

01 Expanding Traffic: Potential Users Found You

门店名称准确,POI信息丰富；

Accurate store name and rich POI information;

优化商品标题，覆盖热搜词；

Optimize product titles to cover hot search keywords;

参与平台活动,利用活动流量。

Participate in platform activities and utilize activity traffic.

02 促转化：让精准用户购买你

02 Promotion of Conversion: Allowing Precise Users to Purchase You

提升在线商品丰富度；

Enhance the richness of online products;

提升商品价格的竞争力；

Enhance the competitiveness of commodity prices;

根据消费场景优化商品。

Optimize products based on consumption scenarios.

03埋需求：让目标用户记住你

03 Burying demand: Make target users remember you

持续更新视频；

Continuously updating videos;

增加达人投稿视频；

Increase the submission videos of influencers;

标题增加#品牌名/门店名。

Add # brand name/store name to the title.

「扩流量」+「促转化」:核心目的是让已有需求的用户在这里下单。

"Expanding traffic"+"promoting conversion": The core purpose is to enable users with existing needs to place orders here.

「埋需求」:核心目的是让还没有产生需求的用户,被种草新的需求而下单。

"Burying demand": The core purpose is to enable users who have not yet generated demand to be planted with new demands and place orders.

6大运营动作

6 major operational actions

1、基建:关注“门面”,完善基础信息

1. Infrastructure: Pay attention to the "facade" and improve basic information

2. 
   

商家名、商家封面、类目、地址、人均消费、电话

Merchant name, merchant cover, category, address, per capita consumption, phone number

2.商品:锚定“品类”,优化商品信息

2. Product: Anchor the "category" and optimize product information

丰富商品品类；优化商品标题和封面；保持商品价格竞争力。

Rich product categories; Optimize product titles and covers; Maintain competitiveness in product prices.

3.内容:聚焦“内容”,沉淀稳定流量

3. Content: Focusing on "content", settling and stabilizing traffic

持续创作+达人投稿=稳定的搜索流量

Continuous creation+submissions from experts=stable search traffic

过往经验表明,商家稳定地投稿且拥有多元化的作者来源,更容易获得稳定的搜索流量。

Past experience has shown that merchants who submit articles steadily and have diverse sources of authors are more likely to obtain stable search traffic.

第一屏信息清晰,提升搜索转化。

Clear information on the first screen enhances search conversion.

4.工具:承接“热搜”,三步上新引流

4. Tool: Undertake "hot search" and launch new traffic in three steps

①选商品：寻找品类下用户热搜商品词优化套餐内容、选择主推商品。

① Product selection: Find popular product keywords for users under the category, optimize package content, and select the main promoted products.

②找热词：寻找品类下用户热搜内容词优化内容方向、选入视频标题。

② Search for hot keywords: search for user hot search content keywords under the category, optimize content direction, and select video titles.

③出内容：上新商品和内容。

③ Content: New products and content will be released.

5.种草:站稳“点位”,激发搜索需求

5. Grass planting: Stand firmly at the "point" and stimulate search demand

商户可以把视频评论区当成一个运营“点位”,让点开评论的用户产生搜索的意愿。

Merchants can treat the video comment section as an operational "point", allowing users who click on comments to generate a desire to search.

6.营销:利用“产品”,组件能力加持

6. Marketing: Utilizing "products" and enhancing component capabilities

抖音生活服务规划了多种营销活动,商家可以结合自身不同的营销需求,利用平台活动资源,触达更多用户群体。此外,营销活动也可帮助商家在用户中,树立品牌形象,匹配用户的消费偏好,并创造热门搜索话题。

Tiktok Life Service has planned a variety of marketing activities. Businesses can combine their different marketing needs and use platform activity resources to reach more user groups. In addition, marketing activities can also help businesses establish brand image among users, match their consumption preferences, and create popular search topics.