Appendix: Common Tools List and Recommended Reading
Appendix
A workman must sharpen his tools if he is to do his work well. Below is a list of the core tools covered in this book, along with recommended learning resources to help you keep improving in practice.
I. SEO Tools
| Tool Name | Type | Main Use | Use Case |
|---|---|---|---|
| 5118 | Domestic | Keyword research, ranking monitoring, demand mapping | Top choice for Baidu SEO |
| Baidu Webmaster Platform | Official | Indexing submission, index queries, traffic statistics | Essential for Baidu optimization |
| Google Search Console | Official | Index status, search performance, technical issues | Essential for Google optimization |
| Ahrefs | International | Backlink analysis, keyword research, competitor analysis | In-depth analysis and competitor research |
| SEMrush | International | All-in-one SEO suite | Cross-border and multi-platform analysis |
| Screaming Frog | International | Website crawling, technical audits | Technical SEO for large websites |
| Aizhan | Domestic | Authority queries, keyword analysis | Quick Baidu authority check |
II. Content Research Tools
| Tool Name | Purpose | Description |
|---|---|---|
| Baidu Index | Search trends, audience profiles | Free, track changes in search popularity |
| WeChat Index | WeChat ecosystem popularity | Assess topic interest in the private domain |
| Newrank | WeChat Official Account/self-media data | Content topic reference, competitor monitoring |
| Qingbo Big Data | All-platform public opinion monitoring | Brand voice and industry trend analysis |
| Ocean Engine Data | Douyin/Toutiao data | Short video and feed ads content trends |
| Qiangua Data | Xiaohongshu data analysis | Xiaohongshu content strategy research |
III. AI Search Monitoring
| Solution | Description | Recommendation level |
|---|---|---|
| Self-built Python script | Regularly query AI platforms via API and record brand mentions | (Flexible but requires technical skills) |
| Manual sampling spreadsheet | Manually query core questions on each AI platform weekly and record | (Best for beginners) |
| Otterly.ai | AI search visibility tracking | (Mainly in English) |
| Peec AI | AI citation monitoring | (New tool, keep observing) |
IV. Data Analysis Tools
| Tool Name | Purpose | Description |
|---|---|---|
| Baidu Analytics | Website traffic analysis | Basic analysis within the Baidu ecosystem |
| Google Analytics 4 | Full-site data analysis | Most powerful free analytics tool |
| SimilarWeb | Competitor traffic analysis | Understand competitor traffic scale and sources |
| Looker Studio | Data visualization | Automated reports and dashboards |
| Sensors Data | User behavior analysis | Domestic enterprise-grade analytics solution |
V. Platform Operations Tools
| Platform | Official tools | Core features |
|---|---|---|
| Xiaohongshu (RED) | Creator Center / Pugongying | Data analysis, business collaboration |
| Douyin | Ocean Engine Data / Creator Service Center | Trend tracking, content analysis |
| Zhihu | Creator Center | Content data, Yanxuan analysis |
| Bilibili | Creation Center | Video data, follower profile |
| Official Account backend / Channels Assistant | Reading data, user analysis |
VI. Recommended Reading
Books
- "SEO Practical Secrets" — Zan Hui (ZAC), a classic Chinese SEO textbook
- "This Is a Search Engine" — Zhang Junlin, understanding the underlying principles of search engines
- "Content Marketing: New Practices in Digital Marketing" — Zhou Zhenxing, an introduction to content strategy
- "Hacking Growth" — Fan Bing, understanding the growth mindset framework
- The Art of SEO— The international SEO bible (English)
Blogs and Official Accounts
- SEO Daily Post (ZAC) — the most senior blog in the Chinese SEO field
- 5118 Official Blog — tool usage tips and industry analysis
- Search Engine Journal / Moz Blog — international frontier trends (English)
- Official WeChat accounts of each platform — first-hand information on rule changes
Communities and learning platforms
- Zhihu SEO topics on Zhihu — active exchanges among Chinese practitioners
- Paid SEO communities (e.g., Guangnian Lab) — in-depth discussion and case sharing
- Google Search Central YouTube channel — official tutorials (English)
Tool selection principles
- Free first, paid later: first fully leverage free tools such as Baidu Webmaster Platform, GSC, and Baidu Analytics
- Match your business stage: startups don't need Ahrefs Enterprise; the 5118 basic plan is enough
- Don't be greedy: master 3-5 core tools thoroughly; that beats dabbling in 10 tools by far
- Clean up regularly: review every six months and discontinue tools that no longer deliver value
This article is part of the "100 Questions on Organic Marketing in Chinese" series.View the full table of contents →
