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Since I started operating the online promotion studio in June, I have often received inquiries from clients about website optimization or website ranking for single keywords. In fact, in terms of SEO execution, this is not what I am good at. Although I have performed optimization work on multiple websites intermittently, the gap between me and some professional SEO personnel is still quite big. Continuous learning and improvement are required.
In the three months of running the studio, the operation time is not long, but there are many things that I may not be able to learn in a year, so the gains I have brought to me in these three months are quite big. The reason why I want to talk about some SEO topics today is because in the past three months, I have received hundreds of inquiries about SEO, but less than 10% of them finally confirmed cooperation, and the overall conversion rate is relatively low. The reasons for the low customer conversion rate include customers and our own reasons, so today we take the time to talk about this topic.
Judging from my contact with customers during this period, customer needs can be roughly divided into two parts. One part is eager for quick results and needs to achieve results quickly; the other part requires steady improvement and the final effect needs to be stable. The former's understanding of SEO effects is that the faster, the better. However, through our analysis of the site and communication with customers, we found that adopting such an execution method would be detrimental to the subsequent development of the site. We informed the other party, but the result was that the other party was Thinking that we are deceiving him, or thinking that our execution ability is not good enough to meet his request. The latter needs to be steadily improved to maximize the effect. Then let’s analyze the pros and cons of these two needs:
First, let’s first talk about the execution time and execution cost of the two effects: In fact, we can also understand the requirements of some customers to quickly achieve the effect. After all, we pay you to do it. Of course, we hope that the faster the effect is achieved, the better. This way you can at least see the results sooner and feel more at ease mentally. After all, cooperation achieved through the Internet requires a prepayment of fees.
In fact, the effect of rushing for quick results is not difficult to achieve. The cost of this execution method will be lower than the steady increase. Because the execution cycle is short, the labor cost required is naturally low. According to the salary situation in the SEO industry, It is not difficult for an average SEO executive to earn a salary of around 5K. Therefore, the longer the execution cycle, the higher the execution cost.
2. The impact of the two execution methods on the effect: As we said before, the execution method of rushing for quick results will improve the effect very quickly and can achieve the effect in a short time. However, the effect obtained in this way is single and the stability is very poor. In many cases, after the ranking effect is achieved, the ranking will soon drop again. The search engine may even think that you have adopted some unfair methods and punish you. The end result is that the gain outweighs the loss. I believe many such customers have encountered this situation. It is an execution method that steadily improves the effect. Although the effect may take two or three months to be achieved, or even longer to see the effect, the specific length of time depends on the competitive intensity of the keywords in the entire search engine. There is a direct relationship. However, the effect obtained in this way will be much more stable, and it is not easy to "sandbox" search engines. In August, I met a consulting client. After I told him some implementation methods and time to achieve results, the client said that he had found someone who said that the results would be achieved in one month and 60% of the fees would be paid in advance. After I heard this, I didn't feel comfortable saying much. Such customers won't listen to your excessive explanations. I think anyone who knows a little bit about SEO knowledge will know the final result.
Third, the customer groups suitable for these two execution methods: For the execution method that is eager for quick results, it is suitable for some customers who only want to obtain benefits in the short term. For example, customers who make seasonal products. Customers who need to make profits in a short period of time after the new website is launched. Customers who make some irregular products. Generally, these types of customers do not consider sustainable development and only seek short-term benefits. Acquire users in a short period of time, make money, close the website, and then plan a new website and new products.
For the implementation method of steadily improving the effect, it is generally a regular website, and some customers who want to make this website good and sustainable. This type of customer will demand that the quality of the entire website be steadily improved, rather than the ranking effect of a single or a few keywords. For example, the other party’s website page collection data, PR value, search engine traffic, keyword rankings in search engines, website link building, etc. In fact, these data are a comprehensive evaluation criterion for SEO effectiveness, not just the ranking of a certain keyword.
Fourth, what is the difference between these two execution methods: Friends who know SEO know that SEO is divided into black hat and white hat. Of course, I do not have a deep understanding of these two execution methods. But I know that the so-called black hat uses some unconventional means to deceive search engines in a short period of time. Once discovered, they will definitely be punished. White hat is an implementation method that gradually achieves optimization effects by analyzing its principles and making a series of adjustments to website code, web page keyword layout, link building, etc. in order to better cater to the preferences of search engines.
Under normal circumstances, for customers who hope to achieve results in the short term, many SEO personnel use cheating methods, such as stacking keywords on web pages and increasing links in a short period of time, so they can quickly help customers achieve results. ; For the execution method of steady improvement, more homework needs to be done. For example, the modification of web page code, the adjustment and layout of keywords on each web page of the website, the construction of links, and the improvement of PR value. Some normal execution methods are used to help the website improve its weight in the entire search engine, thereby maximizing the effect.
Finally, the purpose of writing this article is to let those friends who are preparing to outsource their website SEO services, before outsourcing, first consider clearly what your target effect is. Don't do this blindly, lest in the end, spending money is a trivial matter, and it has a negative impact on your website, then the gain outweighs the loss. After all, the traffic that search engines bring to you is huge. (Text/Peng Hongwei)
Thanks for the contribution from wandering phw