Liu Yucheng has not shared his experience for a long time because he did not have time to summarize the overall SEO of e-commerce websites for a long time. One thing that makes Baidu SEOs deeply frustrated and helpless is that we cannot concentrate wholeheartedly on improving the user experience of e-commerce websites and good data analysis, because Baidu's data fluctuations are sometimes irregular. I often tell the questioner: To deal with Baidu SEO, the most important thing is to be calm; the strategy is to adjust + calm. But in fact, we are willing to calm down, but the top management is not willing to calm down, so we still have to think of a way. After so long, I would like to share some of my personal experiences with the e-commerce SEO strategy process.
1. Recording and organizing of data
When an e-commerce website is acquired, it is not necessary to optimize it immediately, but to record the previous data. After recording, a series of dimensional data integration is required. It can be said that good data analysis and organization will be of great help to future optimization. I have always emphasized the basics. When we do website optimization, we must be good at recording logs. Operation logs and abnormal logs must be well-founded. You may find it troublesome for a while, but it will save you many mistakes in the future.
For example: in addition to basic inclusion, external links, anchor text, UV, keyword ranking, etc., you must at least pay attention to the regional distribution of visitors, channel traffic, page click behavior, etc., and you must compare search traffic and advertising traffic. differentiate.
For basic data, the main competitors should also be recorded.
2. Keyword analysis
An e-commerce website needs to have a large number of products and catalogs, as well as a massive amount of page information. Whether these pages can bring search engine traffic depends on the soundness of the website's own structure, and the page experience is related to the degree of SEO optimization. How about SEO optimization can be roughly analyzed from the keyword strategy of the website, including many long-tail layouts, channel keywords, and the writing of the homepage title. A good keyword strategy is a powerful tool to get a lot of long-tail keyword traffic!
Therefore, the keywords should be effectively organized in the early stage, such as detecting and recording the core keywords on the homepage, channel keywords and some key keyword rankings. If necessary, special SEO optimization should be carried out for topics or single pages.
3. Data analysis
Recording basic data is the first step we have done, but that is a warm-up. We need to break down the specific data in more detail. If you see a website with a daily PV of 10W and a daily IP of 5W, it does not prove too much. We need to analyze more dimensions, such as the bounce rate of the landing page, direct traffic and Total traffic comparison, end-to-end ROI, etc.
Promotional traffic and natural traffic must be distinguished. Basically, the traffic related to SEO we are talking about is the natural traffic part. Promotional traffic includes direct traffic, and natural traffic also contains direct traffic. This will inevitably lead to misleading and confusing data. ;So you need to install a monitoring code to identify it, and use your own data analysis tools when necessary.
4. Website usability analysis
You need to understand how the website is presented to users, because all SEO is from the user's perspective, not yours, so website experience is very important. Especially for an e-commerce website, user experience is the top priority. Take Taobao as an example: Taobao no longer needs SEO. In theory, it can be said that the conversion rate of many Taobao categories is very high, and it is not surprising that it is above 4%. How do these 4% generate conversions? In the final analysis, it is the experience of a specific Taobao store. I believe that most people who work on Taobao know the legend of the baby page being 2.7 meters long; the conversion rate of baby pictures with text increases; the importance of a certified picture, etc. wait.
As for the operation or SEO of an e-commerce website, ease of use is reflected in the website having a clear navigation system, a convenient search system and an eye-catching guidance system. The combination of the three major systems will make users feel "unable to return". Ultimately, buying the product is our goal, and coming back next time is our goal.
5. Instill SEO thinking
If you are at the supervisory level or one of the few SEOs in the company, it is recommended that you carefully make several SEO training PPTs for different departments. Many e-commerce companies do not have such a strong SEO concept. They only know that SEO is very important. SEO can bring rankings and traffic. They do not know exactly what SEO is. Even more often, other departments only think that SEO is a business branch. Without effective communication, strategies are difficult to execute. SEO is empty talk.
Editors, products, and backend technologies all require SEO training. How to make PPT should be formulated according to different departments. For example, the editorial department mainly enters news and product information, so it needs to be aware of keywords, anchor texts, tags, etc.; the product focuses on compatibility between user experience, page simplicity, and server speed; the backend needs to simplify the code and individual tags. The use of etc.
6. Communication and performance
Effective communication with various departments and formulating a corresponding performance appraisal KPI system are the best ways to maintain the SEO strategy process. There are many reference documents in this regard that can be found online. You can also make it based on your own experience.
The above six points are some of my experiences when working on e-commerce SEO strategies. Others were not implemented at the beginning. For example, the communication between me and various departments was not smooth, and I did not think of the importance of SEO concepts in each department at the beginning. Because of sex, I often work on special topics, and I only discovered many problems after the plan was launched. So as a warning, SEO is the link between strategic deployment and execution. SEO can be used everywhere. But SEO is not a panacea. Sometimes it is just an auxiliary tool. Rich marketing strategies, promotion plans, and brand building are the road to e-commerce. Relying on one alone will not work or go far.
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