Baidu's search engine market share is growing more and more crazy, but the survival of grassroots webmasters is becoming more and more difficult. First, due to the high pressure of competition, webmasters competing for "keyword" rankings are like hungry people competing for "food". There are too many monks and too little rice, and most of them starve to death. Second, due to the monopoly of bidding keywords, there are more than ten popular keywords on Baidu's left side. Although Baidu released the Fengchao system on April 20, 2009, according to current observations, this is nothing more than formalism. Only some keywords have entered the "Fengchao" system, and the rest are still on the left. On the side, it blocks most of the country.
No matter what, whether you love it or not, hate it or not, the world is in Baidu's hands, and it won't be easy to change. Therefore, it is useless to complain blindly. The best strategy is to lay out a good strategy, implement good tactics, and seek victory in danger.
So how to break the curse of bidding monopoly? Liu'er's advice is not to fight "fixed-point warfare" but to fight "guerrilla warfare."
What is guerrilla warfare? For example, if we currently have only 10,000 troops, how will we fight against a big country with one million troops? Can you wait in one place without moving, concentrate all your forces, wait for him to attack, and then fight to the death? Although this result is heroic, it must be a tragic death.
Therefore, it is necessary to fight guerrillas, disperse the troops, extend the front line, and the battlefield is uncertain, and only by defeating them individually can we break through the encirclement.
Back to the subject, how do grassroots webmasters fight guerrilla warfare? Liu'er gave the following reference opinions:
1. Keyword guerrillaization
To put it simply, it is to do long-tail, and shift some of the energy from the promotion of hot words to the promotion of long-tail words. Many webmasters have an obsession with hot keywords, and will devote nearly 90% of their energy to those specific hot words. The result of this is that first, you need to invest a lot of time and energy in promotion, and the promotion effect may not be as you wish. Second, even if you achieve a ranking, your entire website will be at risk. As soon as the search engine changes and the ranking of popular words drops, the website will be finished.
Therefore, it is recommended that webmasters spend more energy on long-tail words. Many people may ask, although long-tail words are easy to recommend, what should I do if the search volume is too small? Here I think of a classic formula in "Long Tail Theory": a very large number (the number of long tail keywords) X a very small number (the search volume of each long tail keyword) = one A huge, huge market. This means that although the search volume of each long-tail word is relatively small, you can increase the quantity and make a lot of long-tail words, which can still form a very huge search traffic.
Moreover, long-tail keywords are more targeted and have commercial value, because they segment users’ search behavior in more detail. Each long-tail keyword represents a market segment, a collection of all small market segments. It is an immeasurably large market.
Moreover, there is less investment in long-tail keywords. Even if some words are demoted, you can still maintain a stable ranking for most of the words and avoid total annihilation.
2. Site guerrillaization
Nowadays, everyone is talking about "segmentation". Market segmentation is a good strategy to prevent companies from being absorbed by a monopolized broad market and survive in the cracks. And our website also needs to be segmented, or a collection of segmented battle groups.
I have been engaged in the promotion of medical portals. Medical portals should be said to be an industry with the most mature Internet marketing awareness among domestic enterprises. The cost invested in Baidu bidding every year is also very large. The natural optimization and promotion of medical websites is very difficult and easy to do. It is easy to be punished by search engines.
Therefore, when building medical portals in the past, most of them were segmented into battle groups. There was one large comprehensive website, and the rest would be independently divided into many professional departments and made into professional websites. The purpose of this is to increase the coverage. The second is to tear down the east wall and make up for the west wall, so as to avoid completely losing control due to a single website being punished.
Other corporate websites can do this.
Maybe you think that a company only produces one product, how to segment it? Of course, although there is only one product, the products cannot be completely homogeneous. There must still be series and models that must be classified. For example, I am a wholesaler of electric heating bags. Although I only produce electric heating bags, according to the model and style, the products can be divided into cartoon electric heating bag series, mercerized cloth electric heating bag series, corduroy electric heating bag series, etc. Can each series be made into an independent website? Of course you can. This will not only allow you to target your customer segments more accurately, but it will also be like a "cunning rabbit with three burrows". No matter how hard Baidu catches it, it is impossible for you to be wiped out. So this is an idea, and it depends on different industries.
3. Guerrilla promotion methods
Grassroots webmasters make a living from search engines, but they cannot rely too much on search engines. If the traffic source is too single, the website will fall into a passive situation. Once the website is demoted and punished, and the search engine traffic is cut off, the website may become completely mature. A "barren site", so the diversity of traffic sources plays a positive role in the website. While doing a good job in search engine optimization, we should also leverage social media marketing to enhance the connection with users in various fields. , take the initiative of promotion and marketing into your own hands.
Doesn’t Facebook’s catching up with Google’s traffic point us to a new direction for survival and development?
This article was originally published by Liu Er. Please indicate the source for reprinting: www.toPRank.cn
Thanks to Liuer1987 for his contribution