Recently, people from many companies have added me on QQ to exchange with me many companies’ online marketing skills and how to position the future development of the website. With the rapid development of e-commerce today, B2B and B2C corporate websites either explode in silence or die in silence. In the fierce competition among enterprises, how should we dominate our future is another question worth pondering. After careful consideration and analysis of the websites of these companies, I found that one of the biggest problems is that the positioning of the company's website is not precise enough and some details are ignored, which often leads to the gradual demise of the company in e-commerce. This is the so-called law of the jungle. If we don't advance, we will retreat. If we want to get our share of the pie in this highly competitive market, we must correct our wrong practices and discover new highlights to improve the website's sales capabilities and user experience in all aspects.
What impressed me the most were the two corporate websites. What we need to do is how to modify bad opinions and how to create a "positioning pin" for our own corporate website so that the company can sail in the sea of online marketing. Set sail and ride the wind and waves:
1. Enterprise - air purifier
In order to facilitate an in-depth analysis of various failures in corporate website construction, the title and KeyWords of corporate websites are listed below:
title: "xx International Group Environmental Protection Technology Co., Ltd.—the largest air purifier manufacturer in the country, xx air purifier"
KeyWords: "Air purifier, air freshener, air purifier, indoor air purification, indoor air quality testing, formaldehyde control, household air purifier, air purification, xx air purifier, air purifier manufacturer"
A. Position long-tail keywords, title, KeyWords: ① If the main keyword is the trunk of the tree, then the long-tail keyword is the green leaves to set off the charm of the tree. What we pay attention to is positioning long-tail words to bring accurate traffic, thereby steadily increasing the conversion rate of products and expanding their market share. As far as I know, all their corporate website groups are based on primary keywords, ignoring the huge effect of the long tail. In addition, the relevance of the article is low and it is difficult to update, so there is no idea of adding long-tail style or word segmentation. ②Title, KeyWords: From the above corporate website, it can be seen that there is obviously no concept of Baidu Chinese word segmentation technology, and the weight of the main keyword in the title is ignored, so that the optimization of keywords in the website cannot achieve sufficient results. Look at KeyWords again: there are as many as 10 primary keywords, which not only dilutes the weight of the keywords, but also makes the optimization point (Optimal point) dispersed rather than concentrated on one point when optimizing keywords, so this Another optimization failure! Finally, what I want to say is that this company has entered Taobao Mall. My impression is: "The competition is fierce and it is difficult to start." Therefore, using long-tail words to obtain Baidu's precise traffic is the best way. We must learn to think from other people's perspective, not just limit ourselves to one aspect, but look at things from a developmental perspective.
B. Over-reliance on Baidu bidding promotion: Baidu bidding promotion (here is the cost per click of CPC). Sometimes if it is not properly grasped, it will slowly consume the original capital accumulation of the company, which will prevent the company from developing well. Don’t forget that our company is based on Get the maximum profit with the minimum investment, thereby generating the most effective business value. After talking to the staff of this company, I learned that the company consumes tens of thousands of yuan every month in Baidu bidding. Baidu bidding promotion has pros and cons. If it is well controlled, it can have good results. On the contrary, it will directly lead to the bankruptcy of the company. , what we have to do is to look at it from a dialectical perspective and not to be overly obsessed.
C. SEO and SEM are equally important: many corporate websites blindly pursue SEO and ignore SEM (Search Engine Marketing). The most hierarchical chapter is to locate traffic and ultimately convert it into corporate profits. Corporate websites often need Integrated resources and poor user experience (crowded web pages, lots of Flash, pictures) lead to a significant drop in conversion rate.
2. Enterprises - medicinal products
A. All talk but no action: No matter what you do, all talk without action is always empty talk. Take this medicinal company as an example: they have a good idea of online sales, but without action and practice, it is completely useless. Don't know how to make it work. How to do SEO, online marketing and branding of products. Didn't Feuerbach once say: "Practice will solve those problems that cannot be solved by theory." After analyzing it using Baidu Index, the company's products have little competition, and long-tail words have very precise traffic users. Marketing can be done through search engines, but they don’t do it. At the same time, it will also cause unnecessary losses to the enterprise.
B. Why the company is half-dead: ① There is no concept of user experience at all. There is not even a module for users to place orders. How can we talk about online sales? ② The boss of the company has no awareness of online marketing, that is, he does not know how to do it, and he will not hire SEOer to optimize the company website. This is the reason why there are products that he does not know how to sell. ③Selling things online can also increase sales for enterprises and deserves enough attention. ④Finally, the product copywriting is very poor. I don’t know how to write copywriting content for marketing. A few simple product pictures cannot have a good effect. We Emphasis on "quality" rather than quantity.
C. SEO technical issues: ① The website programs are copied from other people’s backend management and I don’t know how to find even the index files there. ② I believe that updating the homepage is very important. Letting the Baidu spider have enough to eat is the most important. I believe that all SEOers who have done optimization know that the website built with DIV+CSS is conducive to website optimization, but this corporate website The website has a lot of code, and the presence of many dead links is not conducive to spider crawling, and will only give spiders a bad impression. Not conducive to website construction. ③ The staticization of site links removes dynamic URLs, which is beneficial to search engine optimization. ④Everyone knows the benefits of a sitemap in XML format, which is helpful for capturing website information. It is not only good for SE, but also greatly improves the user experience!
The above is the author's opinion. I hope it will give corporate webmasters some website positioning, rediscover the new highlights of the website, and strive to be the leader of competing companies!
This article was originally created by the webmaster of http://www.fdy91.com/ . Please indicate the source when reprinting.
Thank you Lei Mingjian for your contribution