Illustration: differences between Sina Weibo and Baidu Weibo search results

The domestic search engine Baidu has gradually integrated into the social signal. with the recent improvement of Baidu's index scale for Sina Weibo, this change has been expanded. For online marketing personnel, they may ask how to get Weibo from Baidu search results.

The domestic search engine Baidu has gradually integrated into the social signal. with the recent improvement of Baidu's index scale for Sina Weibo, this change has been expanded. For online marketing personnel, they may ask them how to benefit from Weibo information in Baidu search results. What is the difference between Weibo content in Baidu search results and the ranking of Weibo search content on Weibo platforms? Only by knowing the differences between the two can we better develop weibo marketing strategies and gain more benefits.

According to my preliminary research on Weibo content, I found an interesting problem, that is, the ranking algorithm of Weibo content in Baidu's search results is not the same as that of Weibo platform search. I will take Sina Weibo as an example to analyze the differences. We can see that Weibo search algorithms on Weibo platforms are more trending and social factors. For example, the ranking results of Weibo content after the keyword "old yogurt" is searched on the Sina Weibo platform. We can see that the Weibo content that has been widely evaluated and forwarded will be ranked first, while the Weibo content that we pay attention to is generally ranked second. The third most recently published Weibo content.

 

 

Let's take a look at Baidu's ranking of Weibo content's search results. we can see that the ranking of Baidu Weibo content is very different from that of Weibo platform. We can see that only the newly published Weibo results are displayed on the Baidu search results page.

 

 

From the two different search results above, we can't say that Baidu's Weibo ranking algorithm is not as good as the Sina Weibo search algorithm, but we can see that although the Weibo platform shares Weibo content through APIs and enables search engine indexing, but it does not mean providing Weibo information to Baidu. For example, we can retrieve Weibo content from Baidu search results without commenting on the forwarded data, not to mention the social relationship between different accounts, because we cannot use Weibo accounts to log on to Baidu, baidu cannot identify social relationships between searchers and Weibo accounts.

From the above, we can find that although Baidu tries to add social signals to the search results, Baidu does not have its own social platforms, weibo does not have the most basic social relationships (listening or not listening) and social participation (comments and forwarding), so it cannot truly influence rankings through social signals. For Weibo marketers, publishing as many keywords as possible through a large number of Weibo accounts is the simplest and most effective way to keep our information in Baidu Weibo search results. Therefore, I have speculated that Baidu will introduce the technology for sending Weibo spam information in the future, so we will wait and see.