WeChat Search Optimization, How People Find You

1. The discovery basics

People find you in WeChat through search, shares in chats and Moments, official account menus, Channels videos, and QR codes. You win by matching search intent with clear account naming, tidy bios, consistent posting, and content that gets saved and shared.

2. Official account search

• Name, use your brand in English and Chinese when it makes sense. Avoid confusing punctuation or emoji.
• Bio and menus, include your category words, for example outdoor gear, skincare, B2B software, and make the first menu item a useful action.
• Verification, verified accounts look credible and can enable more features. It also helps matching in search.
• Service vs subscription, service accounts can push fewer messages but have stronger touch points, for example notifications and menus. Choose based on your model.

3. Article results and content SEO

• Titles, front load the topic and the user benefit. Keep it readable in both languages.
• Covers, use clean 16:9 images with a legible headline or product visual.
• Structure, short intro, clear subheads, lists that scan, and a crisp summary.
• Internal links, link to earlier posts and to your menus. Use one clear CTA at the end.
• Freshness, update high performers and re publish follow up pieces that answer new questions.

4. Mini Program search and categories

• App name and description, use the terms your customer would search, product type and use case.
• Categories and tags, pick the best matching category during setup so users land in the right shelf.
• Entry points, add Mini Program cards to your official account menus and to article footers.
• Retention, good ratings and repeat use help your position, so keep performance tight.

5. Channels video

• Hooks, start with the problem and the promise in the first seconds.
• Captions, add bilingual captions where it fits your audience.
• Links, connect your official account and surface your Mini Program with allowed entry points.
• Cadence, post small, useful videos that show product, tutorial, or a quick tip.

6. QR codes and offline to online

• Put codes where decisions happen, packaging, stores, events, and slide decks.
• Link to the smartest entry, menu page, lead form, or a product card with a welcome coupon.
• Test the landing in low connectivity and on common devices.

7. Names, keywords, and bio patterns

• Keep one short sentence that explains what you do in plain words, for example skincare for sensitive skin or software for factory scheduling.
• Add two to three category words that match how users search.
• Use the same phrasing in your article footers and profile cover so users connect the dots.

8. Engagement signals that matter

• Shares into chats and saves are strong indicators that your content is useful.
• Menu clicks and message replies show that your account is active and helpful.
• For Mini Programs, repeat sessions and payment completion rate are core signals.

9. Measurement and iteration

• Track search entry, profile views, follow rate, article opens, and share rate.
• For Mini Programs, track feature discovery and the path to the first conversion.
• Run simple experiments, new title, stronger cover, different CTA position, and keep what moves the rate.

10. Final checklist