Today we are here to talk about enterprise SEO, which is a job that requires sales. For us SEOers, we are just ordinary salesmen of the company, no different from ordinary salesmen. The only difference is that the way we face customers is different. When a customer comes to us, the content of the conversation is the same, but the space is different. And for those of us who do SEO, some things need to be ahead of the tradition. We need to study the attributes of the user group and how the selling points of this product function can be better displayed on the website to attract customers. We also need to investigate what users of this product are most concerned about and what users are most worried about. We must understand these clearly before planning the website.
If we know nothing about the product, today I will talk about the major mistakes I made when I was ignorant of the product when building a corporate website. First of all, if we don’t understand the product, we can’t even do website navigation well. Do you think this is true? However, website navigation is an important factor in user experience. If a user comes to your website, he cannot do it as quickly as possible. Find what it wants most and I think it will leave your site quickly. At that time, I also followed the traditional thinking of enterprise websites, wrote what my competitors wrote, and went online. After a period of optimization, the keyword ranking has also been established, and the traffic has slowly increased. However, there has always been a depressing thing. The bounce rate of the website is extremely high.
We often judge that the reason for a website’s high bounce rate is poor user experience, but we don’t know exactly which point makes users dissatisfied. I think this is also a point that all SEOer operators in the world are confused about. Until one day, by chance, I finally understood that it turned out to be a mistake in the content layout of the homepage of the website. The first is that the design of the navigation does not meet the user's choice. We know how important the navigation of Gift Network is to users. Even the user navigation of Gift Network well plays an important role in helping users make decisions. Although the website navigation of our corporate website cannot achieve this effect, at least it does not make customers think that they have come to the wrong place. It discovered this problem when I was chatting with an offline salesperson. He told me about some of the attributes of our industry’s customers, such as their age group, how high their level of Internet access is, which questions they ask most about the products, which of our company’s products are the most competitive, how can we include these when selling products? High-quality selling points are reflected.
In fact, if traditional salespeople learn SEO, then I believe it is possible to create a website with the most user experience. Websites built by people like us who only understand SEO but not users are very tiring for users to look at. I believe that the majority of customers feel like they have been "raped". I revised the website with the issues it told me. The first is to display the most important products in terms of navigation. Display the most important functions and features of the product based on the user's needs. Put the questions that users are most concerned about and worried about one by one in the most conspicuous position of the website. I want to quickly find what they want, and then any questions they want to ask will have answers waiting on the website. He did, and he didn’t need to ask again. If there is a need, users will call directly to place an order and occasionally ask some questions.
Such a website is good for both users and us. Users don’t have to come to a website confused and unable to find what’s going on. Those doubts in his mind may make him less interested in spending more time on your website. If we design the user's browsing route well, we will put what kind of answer he wants to get at each step and wait for him. Users will continue to be guided by us, and the PV of the website will continue to increase. The user experience is constantly improving, and it saves the time of our customer service and users. If we don’t design these step by step for users first, and users call in and ask about the situation for half an hour, we will be tired. Customer service is also tired. If we can know all this well and design the smoothest and fastest way for users, of course everyone will save time and effort, and everyone will be happy. Of course, all this is based on our in-depth understanding of the product, and of course we also need to have a good understanding of the majority of users. Only in-depth understanding can do this.
Of course, as SEOers, we cannot only do SEO. We also need to promote through other channels. I think all promotions on the Internet have the shadow of soft articles in it. The softer the information you promote or the advertisements you post, the less visible it is and the lower the users’ defense against you, the greater your sales will be. Among them, the most widely used soft article marketing is in terms of function. The most famous case in our soft article world: "Xu Yifan, the strategy director of Hangzhou 19th Floor Website, told an interesting story, which is a very classic marketing case:
"A beautiful foreign girl posted on the 19th floor, asking herself that she longed for Hangzhou and wanted to resign and come here to find a job. Is it appropriate? Of course, it aroused the local people's welcome. Soon the girl followed up and said that she really resigned and came to Hangzhou, but I don’t have much money, so I want to ask where is a suitable house to rent? Then I found a suitable house with a good landlord. Thank you all very much. A few days later, the girl continued to post and said that she found that she had a bad habit with the landlord she shared with, and she was hesitant to rent it. Moved out. At this time, she had not paid the rent, so she asked everyone if they wanted to evade the rent. When she was going out to find a house, a heavy rain came down in Hangzhou. The girl posted a message saying that she was panicked! It turned out that the skylight was not closed when she went out, and the heavy rain poured down the floor in the house. The whole house was flooded, and now the landlord stopped her from leaving and demanded compensation. How could the poor Ding Dongxiang, who had just come to Hangzhou to look for a job, afford the compensation? As the story was told, every link was a highlight and became topical. and conflict. Comparing one's feelings with others, a girl from outside the country comes to a strange place to find a job and survive, and encounters so many problems. It is worth helping, or it can resonate with fellow migrant workers, so it continues to inspire a large number of netizens to interact with each other. Posted for ideas. The administrator also posted it to the top of the site several times, and it became very popular. If this story was just that, it would be meaningless, just a post. What do you think the ending will be? It’s beyond everyone’s expectations: Yu. The wind stopped, the water in the house receded and was drained, and the floor was fine! After that, hundreds of thousands of people under the post sent private messages on the site asking: What brand of floor is it? Have you guessed it? This is a very well-planned and well-hidden advertising post." !
What can you say after seeing this case? What are the soft article marketing you did before? This is a magic post! I believe that many friends who do soft article promotion have seen this soft article, and the author has also reprinted this article to his own on the blog. This soft article not only deeply embedded the advertisement, but also attracted a lot of people's attention and discussion. Only in this way can effective secondary dissemination be carried out and the conversion rate be brought about. Therefore, what the author calls deep embedded advertisement in the soft article is also It is such a concept, that is, soft articles that can cause secondary communication and bring about conversion rate and greater brand promotion effect are the soft articles we need. Of course, we can also summarize from this soft article, plan this soft article or say The person who caused the incident just told you in a different way, look at how good my floor is. The quality of our floors is so good that it can survive heavy rain and soaking. This is the highlight or selling point of a product, and we can infinitely amplify it through soft articles. Although we are talking about soft articles and promotion, the foundation of all this is based on your extremely deep understanding of the product.
If you don’t understand the product, you can’t find the highlight of the product, let alone enlarge it. There will be an e-commerce war like this. My price is 30% off. Come and buy from me. My price is much lower than that of my competitors. Buy from me. Users are numb to this kind of marketing, and we need to use some innovative marketing with them. For example, as mentioned in the previous soft article, most people cannot tell that this is a soft article, and they will believe it to be true and spread it twice. The effect is extremely strong. All promotions on the Internet cannot escape soft-text promotion. A basic attribute of soft-text promotion is that it is based on the product itself.
This content explains from the perspective of website user experience and promotion whether we are doing SEO or other promotions. If we don't have a deep understanding of the products we sell, we will never do it well. It is recommended that those companies should not be too eager for quick success and quick profit when recruiting people. You hope that if you recruit people today, they will make money for you tomorrow. That is impossible, and you need to cultivate them in the early stage. SEOers can't say that I am a technical person, so I don't need to understand the product, and I don't need to be impatient, because only the combination of the two can really do things well. I hope this content can inspire the majority of SEOers to have a new understanding of the importance of in-depth knowledge of products. The content of the article is originally shared by Taiquan Water Pump http://www.shuibeng0769.com/. If it is reprinted, please retain the source of the content. Thanks.
(Editor: Yang Yang) The author collects the personal space of the funniest jokes on Weibo in 2012