1: Why do SEO?
This is not a dry slogan, nor is it as unrealistic as people think. Every Chinese person should be at the most rational time. Why is the Sports Facilities Network still an unsound semi-finished product after three years of training? It even has to face the choice of revamping and starting over in the fierce competition. At the same time, China Sports Mall is like a As an interlude, it took on the role of breaking new ground at a time when the sports facilities network was struggling. As everyone expected, we are eager to rekindle the passion of Zhongti through it, thereby erasing all the haze and bitterness... From the inception of the project to the present, although it has experienced various confusions and twists and turns, it is still in Suzhou Under the leadership of the manager, the main functions have been basically realized. Every time I see the technical department working overtime until so late, I feel an indescribable sense of pride. We have such a hard-working team, why can't we let the value be passed on in a true sense? The crystallization of their wisdom often gives people a sense of pride. This kind of unspeakable heartache, the last thing every participant wants to face is to see the platform that they have worked hard to develop gradually become a passer-by in the Internet world due to the indifference of users.
This triggered our thinking: If a product does not get enough exposure and cannot be seen and experienced by enough people, then this product must be meaningless. If even our product allows enough people If people see it but cannot get corresponding rewards, then it is also meaningless. How to make our products visible to enough people and willing to buy them is the real mission of SEO, and it is also the more practical meaning of this term. As Zac said: The ultimate goal of the website is to complete conversion and achieve direct sales or brand building. SEO, ranking. Traffic is all means. SEO is only a part of online marketing. When encountering conflicts with user experience, business processes, etc., the highest principle should be to complete the most conversions. You cannot do SEO for the sake of SEO.
We are not Haier, Midea, or TCL... We cannot let millions of netizens know about their existence without using SEO methods like them, because they follow the brand route, they have abundant funds, and they can CCTV, can promote their products in major media. But we are different. We must use our own efforts to show high-quality exposure at the lowest cost possible. Therefore, no other method is as attractive as SEO, especially for us.
2. Set up the spider web that reptiles love most
It is customary in the industry to compare search engines to "crawlers" or "spiders", and websites, as the name suggests, are spider webs. [The following analyzes this work one by one:]
Step one: Confirmation of main products
First of all, we must clearly know what we do. For example, our Discovery Group provides sales of sports facilities and other products, so we must combine our operational products to carry out all subsequent work.
Step 2: Lock the primary keyword
No matter how strong an SEO expert is, it is impossible to catch all the keywords in a website. It is also detrimental to the website to use irrelevant and popular keywords in a website. Therefore, we must select keywords that match the positioning and direction of the website. Keyword locking and selection are the beginning of SEO work and the most important step in determining effectiveness. Without choosing the right keywords, you won’t be able to hit the target.
Based on the situation of China Media, I originally wanted to provide keywords that I personally think are more feasible, but I think this is still in vain. The confirmation of keywords will directly affect the weight of the optimization work, so this must be approved by all members of the company. Decisions are made after discussion, and you must not throw in a few keywords hastily. The confirmation of keywords must be combined with the search index. We must select keywords that are valuable and frequently searched by users, otherwise it will be in vain.
When selecting keywords, you should pay attention to the following points: (1) The main keyword should not be too broad. Generally speaking, industry names are too broad, such as "mall", "sports", "information", etc. If you set the goal on such a broad word, you either won't be able to do it, or you will spend a lot of effort to do it but find that the conversion rate is very low, and the gain outweighs the loss. (2) It must have commercial value. Different keywords have different commercial values, and even if they are of the same length, they will lead to different conversion rates. For example, users who search for "basketball principles" have low purchase intention and low commercial value. They are probably doing research and learning the knowledge of making basketballs. When searching for "basketball promotion" or "basketball purchase", its commercial value is obvious. A big sale message may prompt users to make a final purchase decision. Therefore, we must use common sense to judge the purchase likelihood of different words. Keywords with strong purchase intentions and high commercial value should be the first thing we consider when optimizing. Regardless of content rules or internal link arrangements, we must focus on them.
Regarding the locking of keywords and the optimization of long-tail keywords on product content pages, the final decision should be made by the company leaders. If I can help, I will also assist in this aspect and strive to make our Keywords should be the most feasible!
Step 3: Design for search engine friendly specifications
This work requires our relevant departments to work together to complete the preliminary design. Subsequently, we need to continuously analyze the website's friendliness to search engines, understand the current obstacles to search engine crawling and the parts that need to be corrected, so that the website can comply with search engine crawling (Crawl). ) inertia to navigate your site easily and smoothly.
Pay special attention to the following two points in this step:
Confirmation of url directory structure. At present, the existing URLs in our mall are obviously extremely unfavorable to SEO. For crawlers, they prefer a hierarchical directory structure. Therefore, in this regard, we should also discuss the rules for the URLs of all modules of the entire site. Some pages that do not involve SEO, such as the registration login page and user center page, do not need to be adjusted. The URL structure of the category page and product content page is crucial, and this aspect will also need to be discussed and made at that time to make the final decision.
Standardization of html. This aspect is my own work. As far as my general understanding of SEO is concerned, HTML is as friendly to crawlers as possible in terms of specifications.
Step 4: Enhance site content
With the advancement of search engine technology, the truth of "content is king" becomes even more evident. In addition to being as "original" as possible, the content also needs to be most appropriately integrated with the website content and corresponding keywords, including Title keywords, Meta keywords, Header keywords, Body content, Alt keywords, etc. For example, if the content of a webpage is about the supply of entertainment facilities, we may need to put related keywords such as "entertainment facilities" and "entertainment facilities purchase" into the above tags to let search engines understand the theme of the webpage. , What is the central idea (TopicofPage).
In this step, the "editorial department" will play an important role. After the content is compiled, it must be written and combined with the content to confirm the title (long-tail keywords), keywords, description, etc. This work can be completed in conjunction with the company's SEO specialists. .
Step 5: Link creation
Links are considered one of the most important tasks in SEO, including submitting to search engines for inclusion, exchanging friendly links with other sites or purchasing paid links, etc. Links are also very technical. The quality of links directly affects the effectiveness of SEO and the keyword ranking of the site in search engines.
Step Six: Analysis and Observation
Analysis and observation are tasks that SEO people do almost every day. The entire SEO work process is not an assembly line, but a cyclical process. SEOers use statistical analysis tools (such as: http://quanjing.cnzz.com/ ) to continuously track the growth and decline of locked keywords, analyze keyword ranking issues, solve ranking dilemmas, and understand the focus and characteristics of each search engine update. After analysis Make adjustments in time and reincarnate.
Step Seven: Website Data Analysis
This part is to do a benefit analysis on the effectiveness of SEO execution. Internet incubation expert Huang Xiangru pointed out: First of all, of course, we must understand the changes in website data before and after implementation (increase in the number of visitors, changes in the proportion of visitor sources, understanding visitor visits through search engines, changes in the overall conversion rate of the website, etc.). For data The higher your mastery, the better you can understand the changes before and after execution.
In addition, you can also understand whether the keyword selection is correct through the presentation of data, by understanding the conversion rate (Conversion), average stay time (AvgTimeonSite), etc. of visitors after entering the website from different keywords. Feedback is given to the correctness of the initial keyword locking strategy. Of course, keywords can also be adjusted to perform keyword adjustment cycles to improve the efficiency of SEO implementation. This is also the reason why some companies such as Dibao.com have established special product departments related to data analysis positions. Our SEO optimization personnel at China Sports should also have the ability in this area.
Three: Conclusion
SEO optimization does not achieve results overnight, it requires perseverance. Before the mall is actually launched, it must first complete the first three steps of "locking keywords", "url directory structure" and other matters.
Our real battlefield lies in the last four steps of the appeal workflow, especially the stage of publishing external links, which must be done from beginning to end. As for how to publish external links, due to time constraints, I will describe it later. (over)
This article was first published in A5 format. Please state the source of reprinting: Yizhuang.com: ( www.0791zxw.com )
——Xianxin
Editor in charge: Chen Long Author xianxin's personal space