-
I have been reading Jack for a while. Trout's book deeply understands the importance of strategy and positioning, which is especially important for e-commerce, an emerging, hot and rapidly changing industry. The author is a professional SEO. Whenever I handle a project, I hope to look at SEO from a strategic perspective. SEO is a blind medicine, not a magic medicine that can cure all e-commerce problems. Who can use it, why should it be used, and when should it be used? , how to use? Each one is a long topic. Today, I will share the top ten goals of SEO for B2C malls. I hope it can inspire others and discuss it with everyone.
The first major goal positioning: increase website product sales.
Increasing product sales through SEO is estimated to be the initial goal of most B2C companies, especially for entry-level e-commerce companies, and the higher the position, the easier it is to achieve this goal. First, let’s look at the composition of product sales, a few simple formulas:
Product sales = number of visitors × visitor order conversion rate × average order product quantity
Product sales = number of orders from new customers × average number of products ordered by new customers + number of orders from old customers × number of products ordered by old customers
Product sales = number of SEO visitors × average number of products ordered by SEO customers + number of products ordered by other channels
After reading several formulas with different dimensions, you may be a little confused. Since the goal of SEO is to increase product sales, how can you tell which customers came through SEO? Some students may say that Google Analytics, CNZZ, 51la and other traffic statistics tools can see it, but what I want to say is that these data are directly purchased by users during this visit. If the user enters the website through natural search and If you did not purchase immediately (put it in your favorites, leave temporarily for something, payment problem, need to go home to purchase, etc.), but paid for it later, then the order will not necessarily be shown to be brought by SEO, but will be calculated. Source for your next purchase. That is to say, only those users who enter through SEO within a certain period of time and successfully access and purchase according to the path set by the administrator without closing the browser will be recorded by SEO. How sad, SEO has done a lot of things and has been making wedding dresses for others, but your leader uses these things to evaluate you. Therefore, many people find that they hire SEO teams at high prices to optimize their websites, but through analysis they find that SEO brings very little sales. It is precisely because of the above reasons that SEO users are diluted by various other channels. If you directly use sales volume to evaluate SEO, you will keep asking headhunters to recruit people, and eventually come to the conclusion that "SEO is useless." Product sales volume is the same as transaction amount. It is a comprehensive data obtained by multiplying and adding some base numbers (traffic, unit price) and indicators (conversion rate).
The second major goal is to increase website traffic.
To increase website traffic through SEO, most e-commerce companies now issue such an indicator for SEO. In fact, this indicator is also very unreliable. I remember two years ago when I went to a certain domestic B2C company for an interview, the interviewer proposed this goal. At that time, I felt that this should not be the goal of a top domestic e-commerce company. Because of the particularities of e-commerce, such as restrictions on product types, it cannot be added without limit like portals or classified information websites. Not adding a product means increased procurement costs, inventory space, editing costs, customer service training and other equipment and funds. and personnel costs. To increase natural traffic through product types, there will be a limit value depending on the nature of the product. For example: shirts. No matter how high your ranking is, the overall search volume on the Internet is your limit. No SEO can break through, but there will be other ways. For example, Liyijiujiu, Maibaobao, etc. start with user needs and open up another path for SEO. This will be designed to a later point, which will be elaborated on in a moment. In summary, if the goal of SEO is completely to increase website traffic I feel that it is not accurate or reasonable. It is very likely that some SEOs will take risks and use cheating methods or attract a large amount of irrelevant traffic to increase their numbers.
I don’t think that increasing website traffic cannot be used as a criterion for assessing SEO. I think it is more appropriate to guide appropriate traffic to the appropriate pages as an assessment.
For example, it would be more appropriate to direct product knowledge traffic to the knowledge base rather than to the product display page. It would be more appropriate to direct product consultation traffic to product pre-sales consultation rather than to the product display page.
The third major goal: improve website exposure
Exposure is closely related to website traffic. Every time you open a web page, it means an exposure of the web page, but the exposure here is broader.
If we divide user behavior into three stages, the first stage is anywhere before the search, the second stage is the keyword search results page, and the third stage is inside the e-commerce website. Then the second stage will undoubtedly become the most critical link in determining whether users enter your website. If you allow users to choose your website in the second stage to the maximum extent, for a website, search engines should try not to allow too many Each web page appears in one search result, except of course using command search, so even if you put all your popular keywords in the titles of all pages, it will have no effect. Users will have multiple results on the second page: the first is that they do not see your website information (title, URL, description), the second is that they see your website information but do not click to enter, and the third is that they see your website information but do not click to enter. , saw your website information, and clicked to enter the website.
First, users do not see your website in the following situations:
1. Your website does not have a page related to this keyword at all. What you have to do is to create a page like this.
2. Your website has related pages to this page but the search engine has not included it. What you have to do is to make the search engine include the page.
3. This page of your website is indexed by search engines, but its ranking is relatively low. What you have to do is to increase the ranking of this page by search engines.
In the second case, if the user sees your website information but does not click to enter, there may be the following situations:
1. Your website information description is incorrect. For example, if a user wants to know about red wine, but the website information indicates that you are a red wine B2C website, the user may not click on you.
2. Your page information is not the target page that users are looking for. If users want to know about red wine, you also happen to have a section about red wine. However, due to certain factors, the search engine displays one of your product pages to the user. , users may not click on you.
3. Your website information is not as attractive as other people’s website information. If two websites with the same nature appear in front of users at the same time, one will have a high click-through rate and the other will have a low click-through rate. How to make users click on you more? website.
Exposure is the same basic data as traffic, but the difference is that website exposure is difficult to count effectively, and exposure is directly proportional to website traffic over a period of time.
The fourth major goal: improve website visibility
There are also some e-commerce websites that want to use SEO to increase their visibility in the industry, such as Alexa, PageRank, number of pages included, etc. They want to make these data more glamorous and show them to investors or bosses. But if the goal of SEO is just this, it would be a bit of a waste of time. These data are actually very easy to obtain. There are many companies on the Internet that specialize in improving Alexa ranking. The cheaper ones are a few hundred yuan or the more expensive ones are thousands of yuan, which can help Alexa achieve a good ranking. In addition, there are also many people who buy and sell high PR links. It is easy to raise the PageRank of a website to an eye-catching level. Once the data is separated from the actual operation, no matter how glamorous it is, it is worthless. If you're using them as media tools, it might be more cost-effective to do something more practical.
The fifth major goal positioning: website data analysis
Most SEOs will deal with a lot of various data, including website logs, search analysis, access analysis and various conversion analysis. Through the analysis of different data, we will have a more detailed understanding of users and websites. Understanding, let us explore more user needs and make our website more acceptable to users, such as:
For website log analysis, we will get the basic status of search engine and user access, such as access path, frequency, residence time, etc.
By analyzing search data, we will get the potential needs of users. What exactly are they looking for?
For conversion rate analysis, we will get which products users are most concerned about and which link has the highest churn rate.
Website data analysis is a must in the process of SEO for e-commerce. These analysis indicators are like a thermometer to detect whether all parts of your website are functioning properly.
The sixth major goal positioning: user needs analysis.
For e-commerce, SEO without user needs is of no value. Even for websites in the same industry but with different positioning, SEO will change according to user needs. For example: for a red wine, SEO will generally focus on red wine-related keywords, such as winery, age, degree and even price, but it often ignores more user needs.
If it is low-end red wine, it can be given as a birthday gift to a friend or drank on a Valentine's Day date.
If it is a mid-range red wine, it can be given to customers as business gifts or used as wine for banquets with distinguished guests.
If it is a high-end red wine, such as the 1982 Lafite, it cannot be drank like Sprite. It is often a treasure in the high-end collection world.
If you analyze it like this, you will find that more products have more value. Then how do we discover these potential needs? We need to sift through the massive data collected from various channels, such as: our own website traffic statistics tools, search engine related search tools, various keyword expansion tools and competitor keywords Wait, and further analyze user needs from these data.
I define these needs as potential customer needs. There is a short story like this: Customers come to the store to buy nails and hammers. Is this really what they want? The customer just wants to hang the oil painting on the wall, just a hook is enough. The customer may not even know his needs. If the customer chooses you, please give him a reason to choose you.
The seventh major goal: attract potential customers
Traditional B2C often adds some other content forms outside the mall system, such as: CMS, BBS, BLOG, etc. SEO often uses these content forms to attract potential customers to enter, but these traffic is not for the purpose of direct transactions, but for the purpose of direct transactions. It is about building users' awareness of the website. It is best to make customers think of this website when they want to make purchases, or to attract users to retain them with some topics that users pay attention to, such as
For example, a customer just wants to know more about a certain type of mobile phone and may plan to buy a mobile phone in the near future.
If your product is a repeat consumer product, then your focus should be on how to retain old customers.
If your product is for one-time consumption, then your focus is on how to attract new customers.
The eighth major goal: improve website performance
Website performance is an important factor that affects website weight and keyword ranking. Many SEOs regard improving web page opening speed and optimizing code as the focus of website optimization, especially for large websites. Baidu will not give a good ranking to a website that frequently crashes. Baidu will not give a good ranking to a website whose code is complex and full of grammatical errors and whose real information is submerged in a large amount of abandoned code. Because they affect user experience and create obstacles for search engine analysis, improving website performance while doing SEO is a good purpose.
Ninth goal positioning: Everyone else is doing it, so I have to do it too
The bosses communicated together and saw that other boss companies were doing SEO. Some of them made a lot of money, and then they did SEO regardless of their own situation and product features. I think there are not a few bosses like this. This kind of herd mentality is even more Shows no clear purpose.
Text/Yixiangpower@李春华, please indicate the source when reprinting.
Article source: Beijing SEO Optimization Consultant-SEO Observation