With the development of the Internet, online marketing as a sales channel has received more and more attention, especially among small and medium-sized enterprises. They do not have enough brand advantages and have always been at a disadvantage in the traditional sales ranks. However, online marketing can give them the advantage of equal opportunities with large enterprises.
In the two articles I shared before about how to build a website for small and medium-sized enterprises and ideas for online promotion for small and medium-sized enterprises, the author briefly described a basic process for building a corporate website and several ideas for online promotion. Today, I will share one of the ideas for online promotion of small and medium-sized enterprises, search engine optimization (SEO), in the hope that it can help some enterprises.
Let’s first understand what is SEO? SEO is the English abbreviation of Search Engine Optimization. It is a way to use the search ranking rules of search engines to improve the ranking of target websites within relevant search engines. The first goal of search engine Internet marketing is to let your website be seen by more target users. Research shows that search engine users tend to only pay attention to the first few entries in the search results, so SEO is necessary. So how should companies do SEO? The purpose of companies doing SEO is to get a higher position in the search results and thereby make a profit. Enterprises can do SEO by forming their own SEO teams, or they can outsource SEO to professional companies. However, no matter what method is used, SEO planning and SEO effect evaluation are the most important parts. Let me share these two methods below:
1. The company sets up its own team to do SEO
The practice of enterprises doing SEO by themselves is increasingly valued by some small and medium-sized enterprises, because currently most small and medium-sized enterprises have company websites, and some even have portal websites. At the same time, these enterprises also attach great importance to the Internet and hope that the Internet can provide them with There is no economic benefit, and the effect of service outsourcing cannot be evaluated. Enterprises mainly grasp several processes when doing SEO:
1) Development of SEO plan
The formulation of the SEO plan should include the timing of each task below, the personnel to perform it, the keyword ranking plan for each cycle, traffic goals, network consultation status, etc.
2) Internal optimization of the program itself
The optimization of the program mainly includes the reasonable use of HTML tags, and it is best to comply with w3c standards; the optimization of user experience, including web browsing speed, website color, and whether browsing habits meet user needs.
3) Keyword analysis and organization
It mainly includes the analysis and sorting of popular words and long-tail words. The person in charge of corporate promotion can obtain most of the keyword lists related to corporate products and user search data through Baidu Index and Google Keyword Tool. Other partial words may have to be generated manually based on the company's own products. All keywords are organized into a table and classified. This table should include the ranking of keywords in major search engines, page links for optimization, ranking launch time, and notes on some phenomena.
4) Website content construction and internal link construction
Content construction is a very important part of the SEO process. The content construction here includes two parts. One is content construction that will generate economic benefits (generating articles based on the compiled keyword list and organizing the best article links to keyword list), and the other part is content construction just to attract search engines. It is best not to plagiarize all content when constructing it. Unless it is a very well-known website, it will hardly be included in Baidu. Google is better, but it will also be deleted after a while. When building content, you must also build internal links. Internal links are mainly links to keyword lists.
5) External link building
The construction of external links is one of the most important factors affecting website ranking. The construction of external links includes friendly link exchange, friendly link purchase, submission to large websites, and publishing linked content on blogs, forums, B2B websites, and Q&A websites. When building external links, you need to know how to do link bait and let users help you build external links. In the process of building external links, we should pay attention to the accumulation of connections and resources.
6) Traffic analysis and effect evaluation
Traffic analysis can be carried out on a weekly basis. The statistical data includes daily inclusion status of search engines, external link status, daily IP status, PV status, weekly summary of IP and PV, network consultation status, Alexa ranking status, and long-tail key The construction and ranking of words. Then the effects of these generated data are evaluated and analyzed, and the results of the analysis will be fed back into the SEO execution process.
2. Outsource services to SEO companies
Outsourcing services to SEO companies is also a very popular practice. SEO companies have relatively large network resources and professional teams, but the choice of SEO companies is the first problem that enterprises encounter. SEO behavior is done by using search engine algorithms. Changes in the algorithm will definitely affect changes in rankings. Therefore, no individual or company can guarantee a completely stable ranking for a long time. If an SEO company guarantees this, then it cannot Believed. So how to choose an SEO service company?
To choose a better SEO company, you must first start with the following points:
1) Whether it is an individual or a company, the company has relatively complete services and resources, but it is difficult for an individual to guarantee it.
2) The company's technical team that provides SEO services (including website construction team, SEO team) and previous SEO cases, which companies have provided services.
3) Can you give an ideal SEO plan for enterprise products? Is the promise reasonable (it is best not to guarantee everything).
4) Whether you can give optimization methods or ideas (refer to the above for general ideas), and whether you have learned about the product from the company.
After confirming the above points, you can basically find an ideal SEO company. The operating methods for SEO also need to be tracked by the enterprise itself, mainly tracking the increase rate of external links, especially whether mass-sending software is used to publish a large amount of spam information. If a large amount of spam information is published, there may be good rankings in the short term. But after a while, you will be punished by search engines, and the gain outweighs the loss. To check, enter domain in Baidu: your domain name. In addition, enterprises need to know that search engine optimization optimizes an entire website. Adding one word can drive the ranking of many words. Therefore, when doing SEO, you can ask the SEO company to create one word first, and the other words can be added to be optimized. The title of the page may be driven, which can save costs. Another point is that SEO is not targeted at Google or Baidu. With formal methods, as long as one of them is optimized, the keywords will have good rankings in multiple search engines, but the company itself can Set a focus, after all, the ranking algorithms are different.
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