The B2c SEO Optimization Guide is a document I wrote because there is no authoritative information on b2c optimization on the Internet. Any individual or company that wants to do b2c will benefit from this.
1. Preparation for B2c optimization. Determination of website positioning and procedures.
In the early stage, you need to accurately position your website. So what is positioning? It is very simple. What kind of website do you want your website to be? This is very important. For example, what products are you planning to sell online? Will you sell them now? Will those products decrease in the future? Will they increase? After considering some complex factors, you can figure out what position your website will have on the Internet in the future.
For example, I am now going to sell my watch. What is my positioning? You need to consider hundreds of factors to position your website. For example, if you produce unknown products yourself, your products only have those styles, and you don’t have a lot of manpower, then your positioning It is a small website that sells watches.
If you are an agent for many well-known watch brands at the same time, have strong funds, abundant manpower, and high ambitions, then your positioning is to be a large comprehensive watch mall.
I often see some cases, such as a website selling watches, eventually selling cosmetics and bags. I think such a change is inappropriate because you look like a grocery store. Of course, if you are good enough, you can certainly open a department store, but you must not run it like a grocery store. This is the positioning of the website.
2. Determine website procedures
Are you developing your own website program? Or are you using an open source program? I recommend using mature open source programs. Of course, if you are powerful enough, you can also form a team to develop the program yourself, but if you need to develop the program yourself, it may take several years to have a powerful enough program.
In our country, shopex and ecshop are two highly recommended programs. You can choose either one.
After selecting the program, you need a set of exquisite templates that match the style of your website and have a good user experience.
Third, determine the columns based on the number of products and the keywords of the website, and distribute the keywords.
Determine the keywords of your homepage according to your website positioning. For example, if you sell watches, it is very simple. If you want to become the largest online mall in the watch industry, the keywords of your website homepage should be relatively broad keywords, such as watches. .
I often see that some people also layout the keywords of the category page on the homepage, such as this
<title>Jufeng Fashion Luxury Mall◆100% authentic Tissot | Longines watches | Omega | Rolex watches | Patek Philippe | Vacheron Constantin | Cartier watches</title>
We see that this website has keywords such as luxury goods, Tissot watches, Longines watches, Omega watches, and Rolex watches on the homepage. In fact, many of the keywords here should be laid out on the category page. Please refer to the mall I planned http://www.yijuhui.net . Each column has a precise keyword layout.
So how to layout product keywords on the category page?
Make a table in advance to see what products you have, how many categories your products can have, and how many products are under each category? If there are enough products under a category, even if there are 10 products on each page, you still need to turn It takes more than 10 pages to find the product, so please segment your product. But there is a key here, which is to try not to go beyond level 3 classification. Too many categories and levels will make optimization difficult.
Once the classification is done, it is very simple to place the keywords most closely related to the classification on the classification page.
Next, you should layout keywords for the product detail page. It is very simple. The product detail page can only layout long-tail keywords. There is a common sense here, that is, the home page will call the specific product, and the category page will call the category. For a product, how can I ensure that the keywords on the homepage will appear on the homepage? The keywords on the category page will appear on the category page? My method is:
You need to specify a naming format for each product in advance.
The format can be like this:
Category page keywords + product unique points + homepage main keywords
A keyword principle here is that the names of each product must be clearly distinguishable from each other. for example
Product Name 1: Patek Philippe 5146J Complicated Function Chronograph Series Men's Automatic Mechanical Watch (Gold)
Product Name 2: Patek Philippe 5396G Complicated Function Chronograph Series Men's Automatic Mechanical Watch (Platinum)
The names of these two products are similar, which is very bad for search engines. They can be improved like this:
Product Name 1: Patek Philippe 5146J + Unique Points + Men’s Automatic + Watch (Gold)
Product Name 2: Patek Philippe 5396G + Unique Points + Men’s Automatic + Watch (Platinum)
The above uses unique points to differentiate product names from each other. At the same time, I also think that such names are unreasonable and appear to be a bit too long. At the same time, add the keyword watch so that keywords like watches appear on the homepage. But it's still not ideal. There seems to be a better way.
Fourth, write a detailed description for each product
This is the most critical part of mall optimization, and it is also the most labor-intensive part. You need to adhere to 3 principles:
1 Every product description needs to be carefully written.
2 Every product needs to have the best possible pictures.
3. Make each product page as different from other products as possible.
Both the text description of the product and the pictures of the product require a huge amount of effort. In practice: hiring a good photographer seems to be very difficult. Hiring a good screenwriter also seems more difficult. Because, if you want good-looking pictures, you not only need professional photographers, but also post-art processing. If there is a problem in any link, the effect will be greatly reduced. At the same time, it seems that if editors want to write good text descriptions, they not only need superb literary talent, but also need to be very familiar with the product and have corresponding professional knowledge.
The best way here is to design according to a complete process:
4 Product display is mainly based on picture display, but simple picture display is not convincing. We need to add beautiful text while displaying pictures.
5. Product details display. Product details mainly focus on capturing detailed pictures of the product. Show the details of the product to customers so that they can have a more detailed understanding of the product.
6 Text description: In this area, there are some differences between Taobao and independent malls. Taobao mainly integrates corresponding keywords to optimize Taobao's search, while independent websites mainly integrate long-tail keywords.
7 Instructions for purchase. Delivery, return or exchange?
As can be seen from the above, steps 1, 2, and 4 can all be shown with pictures, especially step 4, which must be shown with pictures because it may be involved in each product. But for 3, pictures must not be used, text must be used, because search engines cannot recognize pictures, and unique original text must be used here to make each product page of the website different from each other.
Regarding the above 4 steps, you can do better, and you can also write more attractive and marketing power. Depending on the industry, you need different designs. For example, for a website selling luxury goods, it is especially important for customers to trust you enough that you will not sell fake goods.
Fifth, create a paragraph of text containing keywords for each category page.
Many times, we often find that the keyword density of category pages is not enough, so I should create an original article containing keywords for each category page.
Taking ecshop and shopex as examples, you need to create different templates for each category page, and then place the corresponding text in the template file.
Six: Keep the links unified and block irrelevant links.
The categories of the mall are often placed on the left, or the most important categories are also placed on the navigation bar. Of course, I also found that sometimes the category needs to be placed in the center of the homepage, but at this time, it is necessary to use CSS technology to implement the drop-down menu on the navigation bar of the homepage, and at the same time, an obvious product search box needs to be placed. Because the categories are not conspicuous in the middle, it is not conducive for users to find products.
No matter where you lay out the classified links on the website, you need to keep the links unified, because I found that the same page may have multiple links to reach, but many people use different links.
Since the same page may have multiple links that can be reached, multiple URLs need to be blocked and only the one we want is left, so you need to use robots files, so writing correct robots is very important for a mall.
Seven: Use noflow to prevent link transfer.
A mall has very specific instructions, such as about us and privacy policy. These contents need to be banned using noflow. At the same time, all links such as more, more, learn more, etc. use noflow.
Eight, use blogs and forums to optimize the long tail.
An online mall only relies on the mall system, and the traffic it obtains is limited. Content construction must be carried out, otherwise the traffic will encounter bottlenecks.
You can use blogging programs to build content in the early stages, and launch forum projects when the number of visits reaches a certain level.
After the above 8 steps, plus huge external links, your b2c will definitely be successful.
Editor in charge: Yangyang author Zou Yuanfeng’s personal space