If you are the person in charge of a medium or large SEO project, you need to submit an SEO project plan for benefit evaluation before the project is officially implemented. If you are a freelance webmaster, Mr. Zhao also recommends that you write an SEO planning plan before building your website, so that you can estimate future income. So how many elements should an optimization plan contain?
1. The final vision of the project.
This seems to be very false, and it is talking about lofty ideals and ambitions, but in fact it is not the case. This is the ultimate goal. As the person in charge of the SEO project, every subsequent step is subdivided under this goal. Through a series of subdivisions, it is determined whether the goal can be achieved or when it will be achieved.
2. Competitor analysis.
With the final vision in mind, start looking for several sites in the industry that are closest to this vision and conduct analysis. The analysis should include the following elements:
The website has a ranking keyword distribution. Today, when tools are so developed, I have to lament that SEO is much more convenient than before. Through the Baidu weight provided by sites such as chinaz, we can observe the distribution of its ranked keywords (all listed here are indexed) within the site, including homepage words, weighted page words, etc., and then estimate its outbound traffic structure. It should be noted here that this traffic structure does not include traffic contributed by a large number of long-tail bases.
② Analyze the SEO status of its website in two aspects: site structure and external link composition. The analysis method Mr. Zhao has already elaborated in other blog posts, so I won’t go into details here. In the early stage of external links, a follow-up strategy should be adopted, and we should strive to achieve what you have and what we have, and aim at what others have successfully done, which can improve efficiency. In the middle and later stages, we need to carry out transcendence strategies to achieve the goal of having everything I have and not having you, and this involves developing resources on our own. Look at the quality of the articles based on the content. This is just for reference, so that you can have a good idea of the quality of articles in the entire industry, but you still have to insist on high-quality articles when implementing them. In addition, you also need to use some advanced commands such as site:www.seozhao.com to check the health of its website.
③Analyze the promotion of the other party’s brand words, product words and other landing words. For example, if you are a free product brand mall, then you need to use a third-party platform to optimize the long-tail words of your product brand words, such as "Which brand A or B is more cost-effective", etc. This is to increase the landing conversion of your visitors. . Why should you pay attention to this aspect? Because your boss, who is the general person in charge of the project, is concerned about profits. He sees other websites achieving good profits after achieving your goals and vision, but cannot see the technical details, and you As the person in charge of seo, the integrated marketing of his own website should be taken into consideration. If the site brand and word-of-mouth are not implemented well, no matter how much traffic you have and how perfect the UE on the site is, you will not be able to gain the trust of visitors. The company achieved the expected vision but was unable to achieve the benefits the boss had in mind.
④ Based on the above three elements, summarize the general situation of the industry and the main competitive intersections.
3. Divide steps and refine time nodes.
After you have a vision and a general understanding of your competitors and industry, you need to specify specific goals and time points. For example, the specific time for the website to go online, the determination of early goal planning and time nodes, the determination of mid-term goal planning and time nodes, and the re-dividing and subdividing of goals into the ranking and layout of specific words.
In this step, a large number of progress tables need to be drawn, such as what words are optimized in the early stage, which batches are divided into the best, etc.
Then refine the work based on these schedules.
To complete the first planned time node, what columns need to be set up on your website, how the column content needs to be prepared, and how long the preparation period will take. If it is teamwork, do these contents require the cooperation of other team members, and how will the degree and quality of cooperation be monitored. Based on this, make the corresponding table.
② If you want to complete the first planned time node, what is your website’s external link publishing strategy? What are the daily publishing volume, publishing format, and publishing platform? If it is teamwork, does it require the cooperation of other members and what is the cooperation process? Effective supervision, and use this as a basis to prepare corresponding forms.
③To complete the first planned time node, what resources do you need to call? Are the existing resources sufficient? If the existing resources are not enough, how to make up for the missing resources? What are the time nodes for resource allocation? Use this as a guide. The baseline specifies the corresponding schedule.
By analogy, a detailed schedule is drawn up.
4. Website structure planning sketch.
Plan the structural sketch of the website for each goal, mainly the functional structure of each column and page. What needs to be stipulated here is which links should be exported on the page, which text should be displayed, etc., what conversions should be completed on the page, and the estimated time for users to enter the page. status, this sketch mainly proposes functional planning and UE goals, but does not design specific UE implementation.
5. Formation of editorial team.
The number of personnel and time points required for the establishment of an editorial team, what is the content direction to be prepared for the website, quantity requirements, quality requirements, etc.
6. External link composition.
The number of personnel and time points for forming the external link team, what parts of the site’s external links are composed of, and how to control the quality and quantity of external links.
7. Integrated marketing.
Whether to use a third-party platform to create landing words, whether to use Weibo and other popular elements to attract traffic, whether to plan the planning department to do time marketing, etc. If it is fully implemented, what are the preliminary ideas and plans.
8. Summary of the supervision forms required in this series of steps.
Finally, in summary, when doing SEO projects, especially large projects, why must the early stage planning be the most detailed? In addition to the target planning, the most important thing is to make the boss understand what he has to pay and what he will get in what time period. Many failed seo projects have no problems with the project itself. The problem lies in the mutual distrust between the boss and the executor during the process. The boss does not trust that he can get the expected return, thereby reducing investment, while seo personnel are demoralized due to the reduction in investment. , there is negative performance, and a vicious cycle begins until the project fails. Such a detailed early planning table allows the boss to have a preview of the total investment, so that he will not feel that it is a bottomless pit. At the same time, because there are phased operation goals, even if the goal is not fully achieved due to some reasons, the boss can still know the distance. How far is the gap, and then have confidence.
So sometimes SEO to a certain extent is a people-oriented job based on technology.
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