"How to make effective click links?" A friend left a message on my blog and asked. I think this is the problem that we all will continue to work hard to explore in future SEO practice, but if we want to solve the problem of "how to make effective click links" , A5 Yuehuai Marketing ( www.yuehuai.com ) Tang Shijun believes that the concept must first be changed.
In the book "SEO Art" translated by Zan Hui, the author calls what we call "making external links (sending external links)" "external link marketing" that is "based on website content."
In such external link marketing, what we hope to promote through external link marketing is the external link page content (or service). It must be a content page worthy of being consciously recommended by other website webmasters in the form of links - Baidu " "Search Engine Optimization Guide 2.0" says: "The hyperlink we often talk about is a (form) of (user) recommendation."
The book "The Art of SEO" says: "People will not link to sites with low-quality content or poor user experience (unless they are compensated with some kind of benefit), and unless you are lucky enough to have a well-known brand, people will not link to sites either. A purely commercial website. You have to offer something of value to users and something unique” – the content you link to has to give something to others.
Moreover, since it is "external link marketing", in the process of formulating and implementing the website external link construction strategy, the psychology of the marketing audience must be fully considered, because only marketing behaviors that capture the psychology of the marketing audience can achieve the expected success - nowadays The most convincing example is that when a mainland shopper wants to buy low-profit products in Hong Kong, a Hong Kong seller who understands the psychology of mainland customers says, "We Hong Kong talents don't use that brand." As a result, the mainland customers are led away by the Hong Kong seller. Walked away with his nose in his mouth.
External link marketing is no exception. The book "SEO Art" says: "Some things are naturally able to attract links because they can trigger (readers') psychological and emotional reactions - pride, sharing, newsiness, etc. Make full use of these triggers, Create a compelling reason for visitors who can influence the content of your site (writers, webmasters, bloggers) to cite your work, and your link building will be successful."
Therefore, as a corporate website external link marketing specialist, we must think about, what are the topics that users in this industry are concerned about? And what is the unique content that my website can provide to others? Domestic webmasters often lack strategic considerations in this regard. Anyway, " "Send external links", being able to leave external links and be indexed by search engines is considered a success, without considering the audience's feelings at all (this cannot be completely blamed on the external link specialists, many companies evaluate external link specialists based on quantity), from their perspective It is said that such external links are successful, but it is difficult to achieve the external link marketing effect of "generating high click-through rates".
The author of "SEO Art" reminds us that when determining the website external link building strategy, we must first "find out the basics" and know what content our website currently has, what content can be added, what are the characteristics of my website, what are the user needs, and use strengths and avoid weaknesses. , to determine our own “link building strategy based on website content.”
For example, the friend who asked the question is a clothing website, and it is difficult to create new website content. However, facing the same problem, some women's clothing stores on Taobao used their own models to show the characteristics of their clothing styles and achieve better marketing results. If you select two excellent pictures for "external link marketing" on some forums (or Weibo) where most female consumers are based on such unique content, you can achieve a good effect of clicking on external links.
Moreover, such links based on high-quality content can easily become "link bait" and be recommended by more users and webmasters, achieving the goal of "real SEO masters only know that they have external links everywhere, but they don't know who helped build them." of” realm.
This shows that the content may be the same, but due to the different forms of expression, the psychological feelings of the content audience must also be different. Even the definition of beauty by aestheticians is "beauty is a meaningful form" - the important thing is to "find a better way to arouse the audience." Resonant content expression” rather than the object of your expression being different.
It must be pointed out that "looking for content expressions that are more resonant with the audience" not only has an enlightening effect on website content construction, but also "external link marketing". "The Art of SEO" says: "You can use different types of content (different expressions of the same content) to attract links. Articles, attractive pictures, videos, tools, and even the development of online games." For example, some private hospitals conduct live broadcasts of online surgery videos. Over a period of time, the live broadcast addresses have been spontaneously recommended and shared by major website administrators and netizens.
In addition, for corporate websites with similar content, whether it is website content construction or external link marketing, seizing "time-sensitive topics" to make a fuss is a good way to "expand the internal network." There is no shortage of hot "time-sensitive topics" on the Internet at any time. As long as our website can continuously seize relevant "time-sensitive topics" to make articles, as long as we can timely and skillfully dig out the unique selling points of our website ( You must have your own new ideas, and you can't force them), and take advantage of the situation for marketing. It is not difficult to imagine that the click-through rate of external links brought by such popular topics will not be low - for example, websites that sell women's clothing should not let it go a few days ago. The popular topic of "Qi B short skirt".
Finally, just persist, don’t be afraid of getting tired, don’t be afraid of being imitated, don’t be afraid that the effect will not be obvious for a period of time, and it is not even as good as the traditional method of “sending external links and attracting spiders” where the content is just meaningless interspersed with keywords. Keep at it. Because any marketing method must be persisted to be effective - external link marketing is no exception.
In particular, I would like to remind all SEOERs not to make excuses for themselves to give up, such as "domestic websites are copied and collected as pseudo-originals." This is indeed true, but we cannot wait for the environment to improve. As long as you persevere despite the difficulties, you will definitely get results.
Moreover, if we persist in this "content-based external link building strategy" and supplement it with other publicity and marketing methods (such as news marketing, etc.), after a period of time, we can effectively distance ourselves from other similar websites and truly realize the website brand. the ultimate marketing goal.
Finally, "SEO Art" summarizes "external link marketing" as: "Good link building comes from a simple concept: build good content, tell others, and encourage them to share."
This shows that all marketing promotions, including external link marketing, are essentially content marketing. Website content cannot be separated from website external link marketing. The quality of website content is closely related to the quality of external links - this is link relevance. the true meaning of. If the content (service) of your website is really high-quality, the quality of your external links will not be bad, and you will definitely be able to generate countless high-quality external links that win more clicks; and an external link that has a good user experience and makes people have the urge to click, The content of the pages it points to will not be of low quality either.
This is the only way to create high-quality external links that are constantly clicked by netizens, and all websites are no exception. (This article is gouyn12's exclusive marketing manuscript for Yuehuai. Please indicate the original source in the form of a link when reprinting : http://www.yuehuai. com/article-529-1.html ).