I was reading articles on the Internet today and saw an article called Online Marketing Learning Experience—Long-tail keywords for corporate websites are a dead end.
This point of view seems very novel, and probably everyone who is engaged in Internet marketing will click in and worship it. So is it really what the author of that article said? I will not comment. Let’s analyze this article in detail below. Since his article is relatively long, I will analyze the key points with you.
The long-tail keywords made by enterprises are all about technology sectors and technical articles, which reduces the conversion rate.
PS: We don’t deny the above, but is the conversion rate really low? I can’t see it. We have accurately positioned the user group, so how can the conversion rate be low? Even if the conversion rate is low, if we use long-tail words to gather people who know that our website is for this product, they will definitely verify our website in many aspects. It is still possible to form an order. So what we need to do at this time is to reflect the authority of our website. This is very important. Use authoritative answers to retain users.
Most of the corporate words on existing corporate websites belong to unpopular industries and are highly professional.
These products are not mass-market products. There are very few keywords related to these enterprise words. Most of the long-tail keywords we get are corporate information or technical information, etc., or they are looking for information online, and few users are looking for technical consulting articles. These technical consulting information have caused a very high user "bounce rate". Because users already know about this product and come to the company mainly to purchase products, contact information or services, etc., the links we provide to users are not needed by users, which means that they are not very relevant.
For example: in a canteen, most of the products are not for sale. You start to analyze that it is caused by improper product placement. Drinks are placed in the first row in hot weather, and some snacks are placed outside in winter. This is relevance, and the same goes for websites. When a user goes to the website to sell laptops, he also needs related product packages, mice, etc.
The content provided by the website is not relevant, which ultimately leads to a poor website structure, which drives away most users in need. The more users visit such a website, the more they run.
If it is the above situation, then search will kill such a website, because the search engine thinks that your bounce rate is high and the website has hidden dangers.
PS: In this paragraph, he mainly talks about the issue of website bounce rate. It seems that it will increase the bounce rate a lot as he said. But let’s think about it carefully. Since we are an unpopular word, people who search for us must also be relatively unpopular. He can search for us. If we do a good job of guiding users to read, how can we increase the bounce rate? Here I think we should set up a special module to provide professional answers to this group of people. This can be in the form of mutual questions and answers. This will not only allow users to generate content for us, but also effectively reduce the bounce rate. More importantly, It makes users want to come back after reading it. Isn't this a matter of killing three birds with one stone?
So should we do some long-tail keywords with high conversion rates? Of course, the bounce rate will definitely be reduced, but this view is also wrong, because you are building a corporate website. For example, there is a company that sells soy isoflavones, a health care product. In the past, it could rank first in the internal pages, but now that everyone is doing it, it is difficult to make internal pages. That is to say, when a lot of people are not grabbing a keyword, grab it first. Don’t make it an inside page but make it the home page. Even though the competition from others is strong, it will not be easy to kill you. This method can be defined as the “best optimization opportunity.” . In other words, the home page has a stronger ability to obtain resources. Once you create internal pages and others create the home page, you will be very passive in the future and will eventually be eliminated.
PS: So when analyzing this paragraph, I think what everyone should build is a question of confidence. Our previous internal pages can get a good ranking, which shows that our website still has a certain weight. Our advantage is obviously that the domain name is old and the website has been optimized for a long time. Don’t we have the confidence to deal with those newly emerging websites?
Okay, now that I have finished analyzing the article, I think everyone has a clear idea. Next, let’s talk about specific solutions. I have initially summarized a few countermeasures:
1. When the corporate website is relatively professional, we need to add a blog or a question and answer system to the site to systematically deal with some people with low conversion rates, so that they will come again after reading it.
2. Through method 1, we can get a lot of long-tail word traffic. We should pay attention to keeping this kind of traffic on the website and guiding it to our products.
3. After the website has been operating for a period of time, analyze the user groups of the website, then classify the user groups and find solutions.
4. Improve the authority of the website.
5. If you have the idea of building a brand website, imagine that the name of the website may become a hotly searched keyword among netizens in the future.
After we systematically analyze our website, we will often find our problems and be able to solve them one by one. This article was first published on A5 by http://www.e168.net/ . If you need to reprint, please indicate the source.
(Editor in charge: momo) Personal space of the author Du Peng