SEO optimization for mini-programs (search ranking improvement)

Core Logic of Mini Program SEO Optimization

WeChat Mini Programs operate within a closed ecosystem but still have a search ranking mechanism. Unlike web SEO, Mini Program search rankings primarily rely on WeChat's proprietary algorithm, focusing on content quality, user behavior data, and functional completeness. Optimization requires a three-dimensional approach: basic configuration, content strategy, and technical implementation.

Basic Configuration Optimization

1. Mini Program Name and Keywords

• Include core business keywords in the name (30-character limit)
• Names can be modified twice per month; use WeChat Index to filter high-traffic keywords

// Example: Fetching keyword popularity via WeChat API  
wx.request({  
  url: 'https://api.weixin.qq.com/wxa/getwxasearchstatus',  
  data: {  
    keywords: ['e-commerce','shopping','discount']   
  },  
  success(res) {  
    console.log(res.data.hotness)   
  }  
})  

2. Category Selection

• Choose third-level categories (e.g., Shopping -> Cross-border E-commerce -> Maternity Supplies)
• Incorrect categories may lead to search demotion; up to 5 categories can be set

3. Service Tags

• Use WeChat's preset tags (e.g., Express Tracking, Membership Card)
• Custom tags require approval; prioritize conversion-related tags

Content Structuring Strategy

1. Page Titles and Descriptions

• Set unique titles for each page (no more than 20 characters)
• Include 2-3 long-tail keywords in descriptions

<!-- Example of page JSON configuration -->  
{  
  "navigationBarTitleText": "Summer Women's Clothing Sale - Limited 70% Off",  
  "enableShareTimeline": true,  
  "searchConfig": {  
    "keywords": "women's clothing discount, summer new arrivals, discounted dresses"  
  }  
}  

2. Dynamic Content Optimization

• Use SSR rendering for product detail pages
• Add schema markup for user-generated content (UGC)

// Example of structured product data  
Page({  
  onLoad() {  
    this.setData({  
      structuredData: {  
        "@context": "https://schema.org",  
        "@type": "Product",  
        "name": "Silk Dress",  
        "description": "2023 Summer New Mulberry Silk Women's Clothing...",  
        "brand": {  
          "@type": "Brand",  
          "name": "Brand X"  
        }  
      }  
    })  
  }  
})  

Technical Implementation Key Points

1. Loading Performance Optimization

• Keep first-screen loading time under 1 second
• Subpackage size should not exceed 2MB

// Subpackage preloading configuration  
{  
  "preloadRule": {  
    "pages/goods/detail": {  
      "network": "wifi",  
      "packages": ["goods_pkg"]  
    }  
  }  
}  

2. Deep Link Configuration

• Set up universal links for App-Mini Program integration
• Configure wx.config sharing parameters for key pages

3. Direct Search Optimization

• Configure service direct access (requires enterprise verification)
• Enable product search by integrating WeChat Product Library API

Enhancing User Behavior Data

1. Retention Rate Optimization

• Next-day retention rate impacts search ranking
• Improve retention via:
  • Check-in mechanisms
  • Timed trigger messages
  • Task system design

2. Share Conversion Tracking

• Track share rebound rates with analytics

// Example of share tracking code  
Page({  
  onShareAppMessage() {  
    wx.reportAnalytics('goods_share', {  
      item_id: '12345'  
    })  
    return {  
      title: 'Limited-time Discount Item',  
      path: '/pages/goods?id=12345'  
    }  
  }  
})  

Leveraging WeChat-Specific Features

1. Brand Zone in "Search"

• Enterprises can apply for an official brand zone
• Requires trademark registration proof

2. Mini Program Evaluation System

• Participate in WeChat's official evaluation (Grade A receives traffic priority)
• Focus on optimizing:
  • Accessibility
  • Security compliance
  • Performance metrics

3. Nearby Mini Program Optimization

• Include commercial district keywords in location descriptions
• Recommended service radius: 3-5 km

Continuous Optimization Mechanism

1. Data Monitoring System

• Daily checks on key metrics:

  - Organic search UV ratio  
  - Search term hit rate  
  - Search result page click ranking  
  

2. A/B Testing Plan

• Implement multi-version testing via cloud development

// Example of cloud function traffic splitting  
exports.main = async (event, context) => {  
  const version = Math.random() > 0.5 ? 'A' : 'B'  
  return {  
    title: version === 'A' ? 'Promo Title A' : 'Promo Title B',  
    image: version === 'A' ? 'imgA.jpg' : 'imgB.jpg'  
  }  
}  

3. Avoiding Compliance Risks

• Avoid the following behaviors:
  • Incentivized sharing copy
  • Fake promotional information
  • Frequent modifications to core information