Everything seems to be still immersed in the excitement of the Spring Festival, but the search engine made a small joke. First, Baidu significantly updated its website, causing many website rankings to become chaotic and anxious. Immediately afterwards, Google also updated its algorithm. Along with the rankings, there were also changes in PR. The PR values of many websites showed a downward trend. The most painful situation is probably for grassroots webmasters and some Internet companies whose main business is website optimization. Because through this algorithm and ranking change, we seem to be unable to discover its past patterns. The most typical manifestation is that some top-ranked websites do not have advantages in terms of content and links. Everything seems confusing but is expected. After "content is king and links are king", search engines and online marketing have quietly entered the era of user experience.
1. Website optimization is just a tool, not a purpose
What did it mean to rank well in the past? It means you can get a lot of website traffic and get more marketing opportunities. Even now, this law has never changed, but there are some new changes. One of the manifestations is that the marketing cost of enterprise search engine promotion website is getting higher and higher, but the marketing effect continues to decline. In addition to the rising costs per click due to competitive factors, the author found that invalid clicks (that is, clicks in which users leave the website immediately after opening the website through a promotional link and have no substantial help in marketing) are already the main factor in high promotion costs. The author further analyzed and found that weak websites are the main factor causing invalid clicks. Although many websites are promoted as marketing, in fact they are not.
For many Internet companies, marketing website construction is just a gimmick. Because marketing websites are in line with current customer needs, who doesn’t want the website they build to have marketing functions? Many companies even believe that the most fundamental function of a marketing website is to rank higher on search engines. In layman's terms, it is website optimization. This understanding is not only one-sided, but also wrong. The author's point of view is that website optimization is just a tool, and winning users is the foundation. The author has noticed that many websites, in order to rank, are full of pseudo-original articles, and the page design is unsightly. You may get a good ranking by doing this, but it won't make a successful website, let alone achieve ideal marketing results.
2. User experience is related to marketing and should be paid more attention to
Why do many websites experience invalid clicks when they are promoted? Of course there are competitors, but the most important thing is that the website itself is not strong. The author analyzes that the slow loading speed of the website and the lack of user experience in the design and content of the website are all very important aspects. Among all invalid clicks, they can be roughly divided into the following situations. First, the link is closed before reaching the website. This is mostly caused by malicious clicks and slow server loading speed. In the second case, the website is opened but only stays on the homepage for a few seconds, and then leaves the website without browsing in depth. This is mainly due to the rough design of the website or the lack of value in the website content.
Theoretically speaking, traffic that does not produce marketing effects is invalid traffic. The situation shown is that many small and medium-sized companies only value promotion and continue to invest heavily in website promotion, while ignoring the importance of the website. This is not uncommon in small and medium-sized companies' website construction. They spend hundreds of yuan to build a template website and then promote it like crazy, and then complain that the website promotion is ineffective. However, some companies that are well versed in online marketing are working hard to improve traffic conversion rates, constantly working on the user experience of their websites and marketing, and have achieved good marketing results. How can we improve the user experience of the website? The author believes that we need to work hard in three aspects: first, empathy when planning the website, second, paying attention to details when making the website, and third, investing scientifically in online marketing.
3. Social networks are beginning to take shape, and we need to gain insight into opportunities
If you are more careful, you will find that behind the Baidu snapshots of many websites there is a little hand with a thumbs up. The larger the number behind it, the more popular the website is with users. In fact, Baidu is not the original author of this move. Tencent Soso has already launched it earlier, but its market share is limited and it has not attracted enough attention. But no matter what, it is sending a signal that the user's feelings are increasingly valued by search engines. To be honest, search engines are late-thinkers, and the sales behind search engines are also based on the results of the website being collected by social networks or shared on social networks. The author also noticed that there is a keyword tag function in Weibo, and it can be defined by oneself. The purpose of this tag is to facilitate user retrieval. Now that Weibo is so popular, who can guarantee that it will not lead a new trend in online marketing?
What is the concept of social network? Maybe in a few years, when social networks are widely accepted and used, for example, if anyone wants to build a website, post their needs on Weibo, and many people will recommend it in a short period of time. Of course, such recommendations may not come from real human operations, but can be automatically called through programming languages, just like advanced search engines. The real success of online marketing lies in winning in the future. The author believes that for some companies that are still at a disadvantage in competition, this may be an opportunity. It’s just not clear how Weibo applications will be commercialized in the future, but this is always a direction. If you want to successfully win the future, when social networks are beginning to take shape, you must be aware of opportunities and seize them.
Lei Jun, the owner of Xiaomi mobile phone, has a saying worth thinking about: "Standing in the wind, even a pig can fly into the wind!" In which direction is the wind of online marketing blowing? When everyone talks about user first, the traditional idea that content is king in website construction and website optimization links are king may be really outdated. Hasn’t someone already proposed the concept of website optimization 3.0? Search engines' constant changes to their algorithms seem to reveal some information, and the era of user experience has arrived. Shanghai website construction company Pilot Technology ( http://www.joyweb.net.cn ) believes that paying attention to user experience must start with details. People who can do the details to the extreme can follow the trend and win successfully. It is an inevitable trend in the future.
Editor in charge: Chen Long Author Yue Zhixuan’s personal space