In the later stages of website optimization, ranking traffic has entered a bottleneck and cannot be broken through. I believe all webmasters have encountered it. How to solve this problem at this time? Next, the author will share with you in detail how to utilize scarce resources. Break through optimization bottlenecks. In the later stages of website optimization, the content and value of the page are basically saturated. At this time, it is difficult to increase the ranking, and continuing the previous optimization work is in vain. At this time, the optimizer needs to re-plan a new optimization plan and adjust the website. , inject new blood to increase the audience of the website.
How to inject new blood into the website and increase the audience of the website? Scarce resources can solve this problem very well. Let’s first understand what scarce resources are:
Definition: Scarce resources are things that our website has that our competitors’ websites do not have, and at the same time these things meet the needs of users. This can be said in the word differentiation. Generally speaking, the quality of scarce resources is very high, they are more popular among users, can achieve the effect of word-of-mouth communication, and can quickly increase the audience of the website.
1. What are the functions of scarce resources?
Analysis from the search engine perspective:
1. It can improve the overall inclusion of the website. If your page is unique and the content that users need very much, then the search engine will quickly include it. The more such pages on the website, the more popular the web page will be, and the index of the entire site will be greatly improved.
2. It can directly improve the ranking of keywords. Our website provides things that our competitors’ websites do not have, which meets the needs of users searching for certain keywords to enter the website. Of course, there are not a few such users. After reaching a certain number of clicks, the search engine will think that your website is more in line with the user’s taste. , then the search engine will definitely improve your ranking, which is also a manifestation of natural click ranking.
Analysis from the user perspective:
1. It can increase page viscosity and increase website audience.
2. Break through website traffic bottlenecks and quickly increase website natural traffic.
3. Indirectly enhance the visibility of the website. When a user searches and enters many websites but does not find what he wants, and he finds that your website has and satisfies his needs well, he will definitely tell other people with the same needs about your website. This has achieved the effect of word of mouth. Maybe the website's popularity is not very high at this time, but if you provide these scarce resources to users for a long time, it will be very simple to increase the website's popularity.
2. How to tap scarce resources
How to mine scarce resources? Let’s now look at which resources are scarce:
1. Website brand words
There is no doubt that the brand words of the website are unique. The benefits of the brand words may be very small in the early stage. As long as you insist on promoting the brand words at this time, once the brand words are established and there is a certain user group, later on The effect is unpredictable. Even if someone comes to snatch your brand words at this time, it will be of no avail. At the same time, search engines cannot easily rank your website, and it will be even more difficult for competitors to surpass your website, such as: Taobao, JD.com wait.
Note: Webmasters must not treat keywords as website brand words. Keywords are not unique. Many competitors can do it, and users may not be able to find you. Please do not fall into this misunderstanding. Remember: Brand words are created by you and cannot be replaced by others.
2. Scarce expansion needs of target keywords
Everyone is doing target keywords, and the competition is relatively high. At this time, we need to dig out the scarce resources of target keywords. Before that, the user's needs must be taken as the premise, and special attention is paid to "quality". Otherwise, even if the things unearthed are unique, it will be useless. We start from the needs of users and divide them into explicit needs and implicit needs:
Explicit needs: We can directly see what needs users have. These needs may not be discovered by competitors and have not been addressed. These needs are explicit needs. As long as we can provide good content to satisfy users, we will surely become unique in the industry. These explicit needs can be analyzed by observing Baidu drop-down boxes, related searches and other data.
Hidden needs: Hidden needs are invisible and even unexpected by users. We must be good at analyzing and thinking, and provide users with things they can't think of. Of course, these things can meet the needs of users, and users will not be disgusted. is willing to accept it. Such demand cannot be seen and needs to be created by ourselves.
Summary: Scarce resources are very helpful in improving the ranking of websites. When a website has scarce resources, it must also consider the issue of quantity, because users are greedy for good things and always want more of them. , so we should have more scarce content. To put it simply, scarce resources are "quality" and page content is "quantity". At this time, the word quality is the best reflection. When optimizing, everyone must pay attention to the overall "quality" of the website.
(Editor: Yang Yang) Personal space of the author Chen Xiaofeng