Hello everyone, my name is Xu Ziyu. In the past year, Meilishuo and Mogujie have spent too much time in front of our eyes. Because I mainly focus on SEO research, I also pay attention to their SEO optimization techniques and techniques. To have an in-depth understanding of their SEO optimization techniques is It is unlikely to be obtained unless there is a communication with their internal employees or they release their own optimization skills. Therefore, what I study is only some things that are "on the surface", such as keyword strategies, web page layout, etc. These external performances alone are worthy of learning by many of our friends.
We have talked a lot about keyword optimization strategies. For example, the massive keyword strategy mentioned by the 4399 product manager not long ago is a strategy now used by many large websites. Many friends say that big websites have an innate weight advantage. This is indeed undeniable. However, when the bayonets are red and the rankings are seized, you will find that the advantage of big websites does not lie in their size, but in their combination of themselves. Advantage strategies and techniques. For example, an important keyword strategy for Meilishuo and Mogujie is the brand word expansion strategy.
Although there are no specific backend statistics for Meilishuo and Mogujie, we only need to look at the Baidu weighted keyword statistics brought to us by the webmaster tool to see that they attach great importance to brand keywords. Let’s take a look at the two Baidu weighted keywords. Most of the top 13 keywords of each website are the brand keywords of the own website, such as the brand words of Mogujie, "Mogujie", "Mogujie Group Buying", etc. Meilishuo has its own "Meilishuo" and "Meilishuo official website" "wait:
Comparison of brand keywords between Mogujie and Meilishuo
It is not difficult to see that these two websites have carefully crafted their own brand keywords. The search volume of these words is basically more than 300 every day. Taken together, the index sum of these keywords is calculated:
Mogujie: 118997+25752+3500+2442+1623+968+957+886+884+870+680+563+351=158473
Meili said: 85345+17179+2995+993+831+768+617+575+565+336+282+243+224=110953
If we calculate that 40% of the traffic is obtained based on the search keyword ranking first, the traffic obtained from these words will be:
Mogujie: 158473*0.4=63389.2
Meili said: 110953*0.4=44381.2
Let’s check the estimated search keyword traffic of Mogujie and Meilishuo Daily Webmaster Tools:
Mogujie: 127,645
Beauty said: 152,322
Comparative analysis of the proportion of brand word traffic to total traffic:
Mogujie: 63389.2 / 127645=49.66%
Meishui: 44381.2 / 152322=29.13%
Although this simple data analysis is based on superficial and incomplete statistical data, it is enough to show that the use of brand keyword strategies of these two websites is quite powerful, among which Mogujie’s brand keyword strategy is even more powerful. Moreover, for brand keywords, the user's purpose is more clear. For example, when we search for "Mogujie Group Buying", it is very likely that we are going to the Mogujie Group Buying page instead of going to other web pages. This will also have a considerable effect on the conversion of the web page. There is improvement.
Next, we analyze the representative Mogujie brand keyword strategy. Through the webmaster tool, we can view Mogujie’s ranked brand keyword pages (subject to the keywords including Mogujie). We can also find some other such Brand keywords, because there are so many keywords involved, only a few representative keywords are listed. Among them, there are several ways to get good rankings:
A. Own products and services + brand words. For example, some small tests conducted by Mogujie cater to the psychology of women:
Mogujie test 110
There are also group buying services on Mogujie:
Mushroom group purchase 86
Mogujie group buying code 60
The slogan of Mogujie and some accompanying words:
Love shopping Mogujie 62
Shopping on Mogujie 64
B. Taobao + brand words. Anyone who has used Mogujie knows that it will lead them to Taobao for shopping, and they will search for:
Taobao Mogujie 222
Is Mogujie from Taobao? 60
C. Accurate demand + brand words.
Mogujie women's clothing matching 67
Mogujie plus size women's clothing 67
These are just three of the ways. I believe interested friends can explore some other ways. So far, I have finished analyzing the brand keyword strategies of Meilishuo and Mogujie. If you are thoughtful and spread your thoughts, I believe you can learn the strategy of using these brand keywords well.
This article was published by Xu Ziyu, the online editor of Hangzhou SEO ( http://www.soxunseo.com ). Everyone is welcome to reprint. Please keep this link when reprinting. Thank you for your cooperation!
(Editor: Yang Yang) Author Xu Ziyu’s personal space