XHS SEO: Search & Discovery Optimization
The Complete Guide to Ranking in Xiaohongshu Search and Dominating Discovery Feeds for Long-Term Organic Growth
Why Search Matters More on Xiaohongshu Than Any Other Social Platform
On Instagram, TikTok, or Facebook, search is an afterthought—most users discover content through the feed. On Xiaohongshu, search is the primary discovery method for 63% of users, generating 8.2 billion monthly queries.
This fundamental difference transforms XHS from a "social media platform" into a "visual search engine with social features." For Singapore brands, this presents a massive opportunity:
The XHS SEO Opportunity for Singapore Brands
Long-tail organic traffic: Well-optimized content continues driving traffic for 3-6 months (vs. 24-48 hours on Instagram). One viral post becomes 100+ days of compound visibility.
High purchase intent: Unlike passive feed scrollers, XHS searchers are actively researching products and solutions. Search traffic converts 4-7x better than feed impressions.
Less competition: Most brands still treat XHS like Instagram (feed-first, not search-first). Early adopters of XHS SEO dominate category rankings with relatively little competition.
Zero-follower advantage: Search rankings prioritize content relevance over account size. A new brand can outrank established competitors in search within 30 days with proper optimization.
This guide breaks down the complete XHS SEO strategy: keyword research, on-page optimization, discovery feed tactics, and the long-tail content approach that turns one-time posts into perpetual traffic machines.
How Xiaohongshu Search Actually Works (It's Not Google)
XHS search operates differently from both Google and other social platforms. For more information, see our guide on Xiaohongshu marketing. Understanding these differences is critical to ranking:
The XHS Search Algorithm: 5 Core Ranking Factors
| Ranking Factor | Weight | What XHS Measures | How to Optimize |
|---|---|---|---|
| Keyword Relevance | 35% | Title, caption, hashtags match search query; keyword placement and density | Include primary keyword in first 20 chars of caption, use in 2-3 hashtags, add to image text overlays |
| User Engagement Signals | 30% | Click-through rate from search results, saves, shares, time on post | Craft compelling titles, create save-worthy content (guides, comparisons), optimize first image |
| Content Freshness | 15% | Publication date + recent engagement (comments, saves in last 7-30 days) | Publish consistently, edit old posts to trigger re-indexing, encourage ongoing comments |
| Content Comprehensiveness | 12% | Caption length, image count, topic depth vs. competing posts | Write 400-800 char captions, use 6-9 images, cover topic thoroughly vs. thin content |
| Author Authority | 8% | Account's overall engagement rate, follower count, category expertise, verified status | Build account authority with consistent posting, maintain >5% engagement rate, complete profile |
Critical Difference from Google SEO
Unlike Google, which heavily weighs backlinks and domain authority, XHS prioritizes user engagement signals over account size. A post from a 500-follower account can outrank a 50,000-follower account if it has better engagement metrics (saves, CTR, dwell time). This is why XHS SEO is the great equalizer for new brands.
Search vs. Discovery: Two Different Optimization Strategies
XHS has two distinct traffic sources, each requiring different optimization:
Search Traffic (搜索)
User Intent: Active research, high purchase intent, looking for specific solutions
Optimization Priority: Keyword targeting, comprehensive content, clear answers to queries
Content Type: How-to guides, product comparisons, problem-solution posts, roundups
Typical CTR: 8-15% (if you rank in top 10 results)
Long-tail Value: Extremely high—posts generate traffic for months
Discovery Traffic (发现/推荐)
User Intent: Passive browsing, inspiration-seeking, entertainment, low immediate intent
Optimization Priority: Eye-catching visuals, emotional hooks, trend alignment, virality potential
Content Type: Lifestyle content, transformations, storytelling, aspirational visuals
Typical CTR: 2-4% (lower intent, faster scrolling)
Long-tail Value: Medium—initial spike, then tail off unless it enters search results
Strategic Implication: For sustainable growth, prioritize search-optimized content (70% of content) over discovery-optimized content (30%). Search traffic compounds; discovery traffic spikes then fades.
XHS Keyword Research: Finding What Singapore Users Actually Search
Unlike Google Keyword Planner, there's no public XHS keyword tool. Here's how to conduct keyword research using native XHS features:
Use XHS Search Autocomplete
Type seed keywords into XHS search bar and analyze autocomplete suggestions.
Example: Type "护肤" (skincare) and see suggestions like:
- 护肤品推荐 (product recommendations)
- 护肤步骤 (skincare routine steps)
- 护肤品成分 (ingredient analysis)
- 新加坡护肤 (Singapore skincare)
Pro Tip: Suggestions are ordered by search volume—top results = highest volume.
Analyze "Related Searches"
After searching, scroll to bottom of results page for "相关搜索" (related searches) section.
These are semantically related queries that indicate user search patterns and intent variations.
Example: Searching "去黑眼圈" shows related: "眼霜推荐", "黑眼圈成因", "自然去除黑眼圈"
Strategy: Create content that addresses the main query + 2-3 related queries for comprehensive coverage.
Study Top-Ranking Content
For your target keyword, analyze the top 10 ranking posts. For more information, see our guide on XHS services. Look for patterns:
- What keywords appear in titles?
- What hashtags do they use?
- What content format (comparison, tutorial, list)?
- How comprehensive are captions (word count)?
- What engagement metrics (saves, comments)?
Goal: Create content that's 20% better on every dimension than current #1 result.
Mine Hashtag Post Volumes
Click into relevant hashtags to see total post count—proxy for keyword popularity.
Sweet Spot: Hashtags with 10K-200K posts (enough volume, not over-saturated).
Example Analysis:
- #护肤 (20M posts) = too competitive
- #敏感肌护肤 (580K posts) = good target
- #新加坡护肤推荐 (42K posts) = excellent niche
Identify Singapore-Specific Keywords
Add Singapore context to generic keywords for less competition and higher relevance.
Formula: [Generic Keyword] + 新加坡/SG/本地
Examples:
- 美妆推荐 → 新加坡美妆推荐
- 咖啡店 → 新加坡咖啡店打卡
- 护肤品 → SG必买护肤品
Benefit: 70-90% less competition, 4-6x higher conversion (localized intent).
Track Trending Searches
Check XHS's trending page (发现 → 热门) daily to spot rising search terms.
Strategy: Create content for trending keywords within 24-48 hours to ride the wave.
Example: If "小红书直播带货" is trending, publish "小红书直播带货全攻略" immediately.
Advantage: Early movers rank faster with less competition before trend saturates.
Building Your XHS Keyword Strategy Matrix
Organize your keywords into a strategic matrix based on search volume and competition:
| Keyword Type | Characteristics | Examples (Beauty Niche) | Content Strategy |
|---|---|---|---|
| Head Terms | High volume (500K+ posts), high competition, broad intent | #护肤, #美妆, #化妆品 | Target only if you have high account authority (10K+ followers). Use as secondary hashtags, not primary. |
| Body Terms | Medium volume (50K-500K posts), moderate competition, clearer intent | #敏感肌护肤, #抗老精华, #卸妆推荐 | Primary targets for most content. Best ROI: specific enough to rank, broad enough for volume. |
| Long-tail Terms | Low volume (5K-50K posts), low competition, high purchase intent | #新加坡敏感肌精华推荐, #油皮夏天粉底液, #学生党平价护肤 | Easiest to rank, highest conversion. Start here for new accounts. Build 60% of content around long-tail. |
| Singapore Geo Keywords | Variable volume, low competition, extremely high local relevance | #新加坡护肤, #SG美妆店, #新加坡买得到, #本地品牌 | Always include 1-2 Singapore keywords if targeting local audience. Differentiation advantage vs. China-focused content. |
The 70/20/10 Keyword Allocation Rule
70% Long-tail keywords: Build foundation with easy wins and high-intent traffic
20% Body keywords: Balance volume and rankability for sustained growth
10% Head keywords: Aspirational targets and secondary hashtags for discovery traffic
Most brands do the opposite (80% head terms, 20% long-tail) and wonder why they don't rank. Invert the pyramid.
XHS On-Page SEO: Optimizing Every Element for Maximum Visibility
Once you have target keywords, here's how to optimize every element of your XHS post for search rankings:
1. Title Optimization (First 20 Characters)
XHS displays only the first 20-25 characters of your caption in search results and feeds. This is your "title"—optimize it ruthlessly.
Title Optimization Checklist
- Primary keyword in first 20 characters
- Include number or specific promise (5款, 实测, 必买)
- Use emotional triggers (必买, 救星, 神器, 秘密)
- Add Singapore/local context if relevant
- Use symbols for separation (｜ or •)
- Front-load the hook (don't bury the lead)
2. Caption Optimization (Full Description)
Your full caption is indexed for search and influences ranking. Optimal length: 400-800 characters (not too short, not overwhelming).
Caption Structure Template
- Line 1 (Title): Keyword-rich hook (20 chars)
- Line 2-4 (Context): Problem or story setup (100-150 chars)
- Line 5-12 (Body): Main content—tips, comparison, steps (250-400 chars)
- Line 13-15 (Hashtags): 5-8 hashtags strategically chosen
- Final Line (CTA): Soft call-to-action (收藏, 关注, 提问)
Keyword Placement Strategy
- Primary keyword: 2-3 times in caption (first line, body, hashtag)
- Secondary keywords: 1-2 times naturally woven in
- LSI keywords: Related terms (XHS understands semantic relationships)
- Avoid keyword stuffing: >5 repetitions triggers spam filter
- Use natural language: Write for humans first, algorithm second
3. Hashtag Optimization (Critical for Discoverability)
Hashtags are XHS's primary categorization system. For more information, see our guide on XHS case study. Choose wisely—they directly impact which search queries you rank for.
The 5-8 Hashtag Formula
1-2 Branded hashtags: Your brand name + campaign name (e.g., #HashmetaSEO #新加坡营销)
2-3 Body keywords: Medium-volume category tags (e.g., #小红书营销 #社交媒体策略)
2-3 Long-tail keywords: Specific, rankable terms (e.g., #新加坡品牌小红书攻略 #本地企业数字营销)
0-1 Trending hashtag: Optional current trend (only if genuinely relevant)
Avoid: More than 8 hashtags (looks spammy), irrelevant mega-tags (#生活 #分享), English tags for Chinese content
4. Image Optimization (Visual SEO)
XHS uses image recognition AI to understand your content. Optimize visuals for both users AND the algorithm.
Image 1 (Cover) Optimization
- Include text overlay with primary keyword
- Use high contrast, readable fonts (黑体, 微软雅黑)
- Show the product/subject clearly (not abstract)
- Test thumbnail: Does it stand out in search results?
- Avoid excessive text (XHS commercial filter may flag)
Images 2-9 Optimization
- Total 6-9 images for optimal completion rate
- Show before/after, comparison, step-by-step
- Mix product shots + lifestyle context
- Include infographics, charts (highly save-worthy)
- Maintain consistent aesthetic (brand recognition)
- Last image: Summary or CTA visual
5. Location Tagging (Local SEO Signal)
If your content is Singapore-specific, always add a location tag. This boosts visibility in location-filtered searches.
Location Tag Best Practices
For products/services: Tag Singapore (新加坡) as country-level location
For F&B/retail: Tag specific location (e.g., "Orchard Road", "Tiong Bahru") for local discovery
For general content: Still tag Singapore to differentiate from China/Malaysia-focused content
Impact: Location tags can increase impressions by 20-40% for location-filtered searchers, especially in travel, F&B, and lifestyle categories.
5 High-Ranking XHS Content Formats That Dominate Search
Certain content formats consistently outperform in XHS search rankings. For more information, see our guide on Xiaohongshu analytics. Prioritize these proven structures:
Format #1: The Ultimate Guide
Structure: Comprehensive how-to covering all aspects of a topic
Example: "新加坡小红书营销完全指南｜从0到10万粉丝"
Why It Ranks:
- Extremely high save rate (reference material)
- Longest read time (comprehensive = quality signal)
- Matches "how to" search intent perfectly
- Accumulates links and shares over time
Target Keywords: [Topic] + 攻略/指南/教程/完全版
Format #2: Comparison/Ranking Post
Structure: Side-by-side comparison of 3-10 options with ratings
Example: "新加坡5大护肤品牌对比｜效果/价格/成分实测"
Why It Ranks:
- Helps decision-making (high purchase intent)
- Users bookmark before buying (save magnet)
- Comprehensive keyword coverage (multiple brands/products)
- High engagement (people debate in comments)
Target Keywords: [Category] + 对比/推荐/排名/哪个好
Format #3: Problem-Solution Post
Structure: Address specific pain point with step-by-step solution
Example: "黑眼圈怎么办？3步改善法实测有效"
Why It Ranks:
- Matches question-based searches (怎么办/如何/怎样)
- Clear value proposition (solution = saves)
- High relevance score (direct answer to query)
- Shareable (friends with same problem)
Target Keywords: [Problem] + 怎么办/如何解决/改善方法
Format #4: Curated List/Roundup
Structure: Collection of X items in a category with brief reviews
Example: "新加坡必买10款平价护肤｜学生党亲测"
Why It Ranks:
- Numbers in title boost CTR (5款/10个/必买清单)
- Covers multiple related keywords naturally
- Easy to scan and save (list format)
- Evergreen value (users return to reference)
Target Keywords: [Category] + 推荐/必买/清单/合集
Format #5: Deep Dive Analysis
Structure: In-depth breakdown of single topic with data/research
Example: "小红书算法深度解析｜我研究了1000个热门笔记发现..."
Why It Ranks:
- Highest content comprehensiveness score
- Attracts backlinks from other posts
- Positions you as category expert (authority boost)
- Extremely high time on page
Target Keywords: [Topic] + 解析/深度/研究/原理/揭秘
Format Stacking Strategy
Advanced Tactic: Combine 2-3 formats in single post for maximum ranking power.
Example: Ultimate Guide (comprehensive) + Comparison (decision-making) + Curated List (skimmable)
Result: Single post ranks for 5-10 different search queries by covering multiple intents and formats.
Optimizing for XHS Discovery Feed (发现页)
While search should be your primary focus (70% of content), discovery feed optimization (30% of content) helps with:
- Building initial follower base (followers boost long-term search rankings via account authority)
- Creating viral moments that later convert to search traffic
- Testing content ideas quickly (discovery = fast feedback loop)
Discovery Feed vs. Search: Key Differences
| Element | Search Optimization | Discovery Optimization |
|---|---|---|
| Primary Goal | Answer specific queries comprehensively | Stop the scroll with emotional hook |
| Title Strategy | Keyword-rich, clear value (新加坡护肤推荐) | Curiosity gap, emotion (这个改变了我的皮肤！) |
| Image Strategy | Clear subject, text overlays with keywords | Stunning visuals, before/after, aspirational lifestyle |
| Caption Length | Longer (400-800 chars) for comprehensiveness | Shorter (200-400 chars) for quick consumption |
| Hashtags | Long-tail, specific keywords | Trending tags, broader categories |
| Content Depth | Extremely thorough (9 images, detailed tips) | Snackable (5-6 images, quick takeaways) |
| Success Metric | Saves, search impressions over 30+ days | Likes, shares, follower growth in 24-48 hours |
The Content Calendar Balance
Weekly Posting Schedule (3 posts/week):
• Monday: Search-optimized guide (long-tail keyword targeting)
• Wednesday: Discovery-optimized lifestyle content (viral potential)
• Friday: Search-optimized comparison or list (weekend shopping intent)
Result: 70% search-focused content for long-term compound growth + 30% discovery content for audience building and trend participation.
📊 Case Study: Long-Tail SEO Dominance in 90 Days
Brand: SG Glow (name changed), new Singapore skincare e-commerce startup
Challenge: Break into XHS skincare category dominated by established international brands with millions of followers
Strategy: Ignored head keywords entirely; created 25 posts targeting ultra-specific long-tail keywords with Singapore context
Keyword Strategy Breakdown:
Instead of targeting "护肤品推荐" (millions of competing posts), they targeted:
• "新加坡油皮夏天用什么精华" (8,400 posts—ranked #2 within 14 days)
• "敏感肌学生党平价护肤套装" (12,100 posts—ranked #1 within 21 days)
• "新加坡哪里买得到烟酰胺精华" (5,200 posts—ranked #1 within 7 days)
• "SG本地品牌天然护肤推荐" (3,800 posts—ranked #1 within 5 days)
Content Formula: Every post followed "Ultimate Guide" or "Comparison" format (6-9 images, 600-800 char captions, 3-5 specific product recommendations with honest pros/cons).
The Compounding Effect: By Day 60, old posts were generating MORE traffic than when first published (search indexing matured + accumulated engagement boosted rankings). Single posts drove 50-80 daily visitors for months—passive traffic machine.
XHS SEO FAQ
Your XHS SEO Optimization Checklist
Pre-Publishing SEO Checklist
- Target keyword identified using autocomplete + related searches research
- Keyword appears in first 20 characters of caption (title position)
- Caption length is 400-800 characters for comprehensiveness
- Primary keyword used 2-3 times naturally in caption
- 5-8 hashtags selected: 2 long-tail + 2-3 body + 1-2 branded
- First image has text overlay with keyword or value prop
- Total 6-9 images for optimal completion rate
- Content format matches search intent (guide, comparison, list, etc.)
- Location tag added if Singapore-specific content
- Competitor analysis done: is your content 20% better than current #1?
Post-Publishing SEO Actions
- Monitor ranking: search your target keyword daily for first 7 days
- Track save rate: if <4%, content may not be save-worthy enough (consider edit)
- Respond to comments within 2 hours to boost engagement signals
- Share externally (WeChat, website) to drive initial traffic
- After 7 days: analyze search impressions in XHS analytics
- If ranking #11-20: edit to optimize (better title, add info, refresh hashtags)
- If ranking #1-10: maintain by encouraging ongoing engagement (ask questions in comments)
Monthly SEO Maintenance
- Review top 10 posts by search impressions: what patterns made them succeed?
- Identify posts ranking #11-30: edit to improve and push to page 1
- Update posts from 60-90 days ago with fresh info to maintain rankings
- Analyze new keyword opportunities from XHS autocomplete and trending page
- Create new content for seasonal keywords (summer skincare, CNY gifting, etc.)
- Build content clusters: link related posts to boost topical authority
- Track competitor rankings: are they targeting keywords you're missing?
Dominate XHS Search for Your Category
Get expert XHS SEO strategy and execution for your Singapore brand. Hashmeta specializes in search optimization and long-term organic growth on Xiaohongshu.