In the SEO industry, there is a saying that "content is king and external links are king", which shows that everyone has reached a consensus on focusing on SEO content optimization. However, when Xingtian Marketing was operating the project, it was discovered that many people still thought that the corporate website was special. The SEO of the corporate website was the construction of external links and did not require content. In fact, the corporate site is no different from other sites. Only by optimizing the content on the site can the SEO performance of the corporate site be improved to a higher level.
Based on practical experience, Xingtian Marketing has summarized the upper, middle and lower strategies for SEO content optimization of corporate websites. Let’s talk about these three strategies in detail below.
1. Best strategy: Keep updating articles, enrich website content, and seize more keywords
The importance of insisting on updates is reflected in two aspects. Taking portal websites as an example, the secret to good portal website rankings is fresh and high-quality content updates. The constant addition of fresh content allows a large number of pages on the portal site to be indexed by search engines, giving them the opportunity to seize more keywords; the high quality of the content also causes these content to be continuously cited outside the site, increasing the weight of the website. In this regard, enterprises should follow the example of portal sites, inject more fresh and high-quality content into the website, and insist on updating to accumulate weight and seize rankings.
The regular columns of the corporate website, such as corporate news, product introductions, and corporate profiles, only touch on content related to the company, and the keywords involved are very limited. Xingtian Marketing recommends that corporate websites establish independent information columns based on their characteristics. Specific situations can be roughly divided into two categories.
Enterprises that only provide products or services to a small number of people: such as industrial machinery manufacturers, law firms, etc. For such enterprise websites, you can consider establishing information columns such as encyclopedias, Q&A, and expert lectures. While keeping them updated, you should also pay attention to the quality of the articles. Quality, authoritative articles have a better chance of being cited outside the site.
Enterprises that provide products or services to the general public: such as manufacturers of daily consumer goods. In addition to information columns such as encyclopedias and Q&A, such enterprise websites can also consider establishing UGC columns such as message boards and communities to encourage users to write posts. Articles, the content produced in this way is more original and easier to be included.
The effect of insisting on updating is very tempting, but it also requires more resources. Enterprise websites need to meet two prerequisites to implement SEO content optimization strategies:
Content team with SEO awareness: able to focus on keywords and provide high-quality, original content for corporate websites in a long-term and stable manner;
Strong technical support: able to build a new content platform for the enterprise website in a timely manner according to the requirements of the optimization team.
For enterprises that cannot meet the above two points, Xingtian Marketing suggests that they can find professional outsourcing service providers to cooperate, or choose the middle strategy of SEO content optimization to reduce resource investment. Of course, at the same time, some effects will be lost.
2. Central strategy: Reduce updates, build corporate news columns, and introduce homepage weight
For corporate websites that cannot independently build information columns, Xingtian Marketing suggests that the update should focus on corporate news. Compared with Shangce, Zhongce has much fewer updates, a much smaller number of site inclusions, and the corresponding keyword ranking effect is also significantly worse.
In order to ensure that the limited update content is included as much as possible and can eventually obtain rankings, Xingtian Marketing has the following operational suggestions:
News content is consciously organized around keywords: This requires corporate personnel who write news content to first receive training in SEO content construction and consciously consider keyword layout when writing.
Optimize the structure of the site and import the weight of the homepage: the first step is to set up a corporate news column on the homepage, and display as many recently updated news as possible on the homepage to increase the chance of the news page being included; qualified companies can also build The tag system connects various columns in the site through tags, increases internal links, increases the number of calls to the news page, and increases the weight.
If the corporate website to be optimized does not even have a corporate news section, and the daily update volume of the website is basically zero, the optimization focus of this type of corporate website can only be on external links, and as for the optimization of on-site content, it can only be based on the following strategies.
Third, the next step: Make a good keyword deployment to ensure the keyword density of each landing page.
This kind of enterprise website needs to first calculate the key words for optimization. Since there are very few pages, it can usually only optimize brand words and some product words with low competitiveness. When new pages cannot be added, SEO personnel can only select suitable landing pages for target keywords based on existing resources, modify titles and descriptions, and ensure the keyword density of each landing page. The following are two more effective optimization methods:
Accumulating keywords on the homepage: Usually the weight of such enterprise websites is concentrated on the homepage, and the weight of other pages is very poor. In order to ensure the ranking effect, you can only pile up as many keywords as possible on the homepage. Of course, this approach can easily arouse users' disgust and also have a negative impact on the corporate image.
Build a site map: Building a site map is a good way to improve inclusion. It is difficult for a site without daily updates to attract frequent visits from search engines. Therefore, the site structure should be as flat as possible so that search engines can easily crawl all pages at once. A site map can do this.
The above are the top, middle and bottom strategies for SEO content optimization of corporate websites. Xingtian Marketing believes that if a company has a certain reputation in the industry, it should try to choose the best strategy. By insisting on updating and accumulating website weight, not only can the corporate website obtain a large amount of SEO traffic, At the same time, a large amount of authoritative content will create an authoritative image of the company in the industry and increase revenue for the company in invisible places.
Author: Chris Sina Weibo@Xingtian Marketing
Original link: http://www.xtseo.com/copy-right-service/25.html
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