Specifically speaking, the construction of online promotion channels and the construction of external links to the website should be divided into two aspects for analysis, but because the two are related, they will be explained together here.
1. Construction of online promotion channels
In recent years, many people engaged in Internet marketing basically regard Internet promotion as SEO. It seems that Internet promotion is SEO. In fact, SEO is just one of the methods or channels of Internet promotion.
So what are the channels for online promotion? Generally speaking, online promotion includes natural search ranking promotion (the so-called SEO search engine optimization), social website promotion (the so-called SMO), forum promotion, blog promotion, and question and answer promotion. and classified information promotion, etc. If an ordinary corporate website can achieve any of the three promotion channels, it should be said that this website can bring certain benefits. Of course, because each company provides different services and products, the relevant channels that can achieve the greatest effect are relatively Also different. In addition, online promotion sometimes does not need to lead customers to the company's official website, such as blog promotion. When we write blog content, we have integrated the company's relevant information and contact information into it. In other words, when intended customers reach this You can contact us directly through the blog, and you don’t need to go to the company’s official website through the blog. To give another example, when I was working on an educational website, my boss said every day that the website had no traffic, but we had calls every day for consultation. How did this happen? At that time, the editor and I used soft articles to post on Mom. We post on forums like this to indirectly publish the company’s preferential activities. In order to avoid being deleted due to advertising suspicion, we send the company’s contact information to the other party through an in-site message. Unexpectedly, one person replied and said that he would send her contact information via text message on the site, and then all the replies said that she would be notified by text message on the site. And every time a text message was sent on the site, there would be a consultation call ten minutes later. As a result, the official website traffic during that period was only a few dozen IPs, but it received more than ten or twenty consultation calls every day. Only a method like this can be called forum promotion, instead of just leaving a signature on each post, which is at best a link of SEO.
In the past two years since I switched from a personal webmaster to a corporate website, I have been exposed to three corporate websites. The first corporate website is just me. I will not talk about it. The second corporate website is mostly planned and implemented by me. , so I can incorporate some of my opinions into it. Although it was interrupted later due to various factors, in general, I gained a lot of practical experience from this corporate website promotion. The third corporate website has had three managers in just half a year since I joined. The first manager still accepts my point of view, so in addition to classified information and forum signatures, I can also participate in local forums. Mainly signatures, sometimes you can also publish some advertising soft articles. My original plan was to conduct some paid advertising activities in the local forum after understanding the activity of users, so as to achieve the promotion effect of the company and promote the corporate image. Unexpectedly, the first supervisor left before the plan was implemented. The second supervisor's stay was too short, so I won't talk about it. The third supervisor, in his eyes, Internet promotion is just a link-making, forums are useless, forum signatures are useless, so he posted information to me. In his words, there are more than 200 messages a day, and how many messages are included? How many rankings are there... In fact, I really want to say that your eyes only stay within the scope of SEO. I also want to say that you should just find someone who can only send external links to do it. In fact, he later actually recruited a few graduates who usually only used Q to do external links and edit, and then taught them how to use it. I was completely speechless about the content collected by the collection software.
The construction of online promotion channels, as I said before, requires the selection of different promotion channels according to the different products or services of the enterprise, but each channel requires dedicated personnel who are responsible for the promotion channels they are responsible for. Do it carefully, otherwise, all channel construction will not achieve the corresponding effect, and at most it will only serve the SEO channel. A deep dive into blog promotion is to use blog attributes and functions to turn blog users or readers into corporate customers. The in-depth exploration of forum promotion also turns potential users of the forum into intended customers of the enterprise, thereby promoting transactions or purchases. What needs special mention here is the promotion of classified information, because many classified information websites have experienced poor collection after Baidu’s grammar adjustment in June this year. Originally, a very important factor in publishing classified information was through the use of classified information. Long-tail articles published on the platform can be included by Baidu and obtain a certain ranking. Nowadays, these websites are not ideal in terms of Baidu inclusion, and it can be said that they have lost the significance of classified information promotion. Of course, some large classified information websites, such as 58.com, Ganji.com and Baixing.com, have a certain number of users, so publishing information on them still has a certain effect.
2. Website external link construction
In fact, we don’t need to talk about this topic. If we build good online promotion channels, external links will naturally go up. But I really can’t bear to see some people treating SEO as the entire content of online promotion to waste the field of online promotion or online marketing. Because search engines do not allow excessive optimization for the construction of external links to a website, but many SEO practitioners pay too much attention to the construction of external links in order to quickly obtain rankings. In fact, the process of website external link building should be a natural growth process, and sooner or later it will be over.
The release channels for website external links are nothing more than forums, blogs, Q&A, encyclopedias and classified information. Some people even use tool queries to increase the number of external links. In fact, if we are serious about doing forums, blogs, When promoting channels such as Q&A, encyclopedias, and classified information, external links will naturally arise, and at the same time, certain effects can be achieved through these channels. Of course, the role of external links will only be effective after being included in Baidu.
Regarding the construction of external links to the website, what is worth mentioning here is the SEO sprocket. I admire the person who proposed this theory. Really, if you want to use SEO to achieve natural search rankings, use the SEO sprocket to support keywords. ranking. Although I haven’t had the opportunity to understand the effect of SEO sprocket through actual operation, after I drew the theory on paper and drew the keyword links and pointing relationships of various blogs or websites, I really felt that this approach was very reasonable and very smart. . What I don’t understand is, does the last blog or website that is linked to need to link back to the first blog or website to form a loop? If a loop is formed, because all blogs or websites point to one main website, then Will it become a kind of cheating? For this question, let me give an analogy. For example, I have 10 readers who have read this article and gave it good reviews. One or two of these 10 readers may know each other, but not Maybe 10 readers know each other. If there are 10 readers who all know each other, there is only one situation, that is, they are all my trustees. From this perspective, I personally think that the last one to be linked to cannot be linked to the first one. Of course, this is theory. I will find an opportunity to operate it and share the results when the time comes. I won’t go into details. If you have friends who don’t understand, you can go to Baidu.
3. Summary
In a word, don’t limit online promotion to SEO, and don’t limit SEO to “content is king, external links are king.” Think more, try more, and do things in your own way.
Text/Zhuang Zefeng
Note: My personal website BLogabs has been exiled overseas again. This time I plan to let it float. A new personal website http://www.huixizi.com has been launched. This article was first published by admin5. Please indicate when reprinting!
(Editor: Yang Yang) The personal space of the author blogabs
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