I am now responsible for the promotion work of Zhiyi.com. My task is to increase the traffic of Zhiyi.com by one level and steadily increase within a month. I am new to website promotion and I don’t know how to start now. I hope everyone can help me and give me some advice. Suggestions, let me know how to do it! Thank you all in advance
Website address: Zhiyi.com, http://www.zhiyiwang.com
Website type: intellectual property (trademark, patent, technology, copyright) trading platform, B2B comprehensive website
Website positioning: Provide authoritative, thoughtful and meticulous intermediary services for (patent) technology, trademark, copyright and other intellectual property transactions.
Featured advantages: Zhiyi.com is China's first and currently only systematic and all-round intellectual property trading platform. It was co-founded by postdoctoral fellow Yang Yanchao of the School of Intellectual Property of Peking University and nearly a hundred other postdoctoral fellows.
Question asked: How to increase website traffic by one level within a month and keep it rising steadily?
Other notes: This website took 6 months to build by its own programmers, artists, and editors. It has its own server and was put into trial operation on November 22, 2008. While revising, improving and upgrading the website functions, it uploaded effective website content. It also made simple optimizations on the website homepage and the titles, descriptions and keywords of each section. As of January 20, 2009, the website data has nearly 100,000 pieces of trademark product information and is still increasing, ranking first among current trademark transaction websites; the number of technical achievement transaction information has reached tens of thousands; there is also a lot of copyright transaction information ;There are also nearly 10,000 other information items. There was no promotion at that time, and the traffic was dozens of IPs per day, most of which came from searching for trademark names on Baidu. According to search engine data, the PR value is 0, Baidu has included 3610 items, Google has included 234 items, Yahoo has included 118 items, and only one or two friendly links have been made. For the specific traffic situation, you can see the statistics of 51.la below the website. Please add me QQ280090888 for the password.
The company has some funds that can be used for website promotion, but not too much. I want to use it for online advertising, but I don’t know where to do it or what to pay attention to. I hope you can give me clear guidance. Thank you again!
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Ade replied:
LZ I have to congratulate you on something first, that is, you have a lot of keywords that others don’t have. As long as search engines come to visit you often, you will be number one when users enter those words!
Let’s talk about how to promote it first:
The poster said that the promotion of your company's entire website must be coordinated with development in two steps. The first step is to put a lot of energy into online promotion, increase income, and consolidate internal strength; the second step is to put a lot of energy into offline promotion.
Why is it divided like this? Because if you don't have enough "internal strength" and use offline too much, traditional media such as paper media may be effective in promoting it, and users will come here, but there will be nothing interesting when people look at your website. I won’t come back either! But on the contrary, you spent the first half of the year carefully arranging the structure and content of the website. Colleagues should build forums so that user viscosity can increase (for forum construction, you can refer to the article Jiang Likun wrote after returning from the Chinese New Year this year!). Then it’s a matter of course to carry out offline promotion!
So now let’s talk about what we can do online.
1. Creating good content is definitely the first step. When I communicated with Jiang Likun before, we had a dispute. I originally thought that external links were the most important! In fact, your website is very good in this regard. There are many Unique keywords! Of course you have to create something that is popular, that would be better.
2. When doing external links, don’t just do the homepage, which is meaningless, but do it for the articles on the website. In this way, people can search for you in a wider range, which can be regarded as an application of the long tail theory!
3. External links can greatly increase your chances of being searched, and make full use of search engines. However, external links every day should not be excessive! You will be K-ed, and this is a taboo! (Of course, necessary on-site optimization is necessary. , as for more SEO promotion, you can ask Yuanchuang, he is professional in this!)
4. It’s just a soft article. Don’t write too much in the soft article, just be able to bring out your website!
5. Establish a group. There are many benefits to the resume of this group. One can hear about users’ business, and the other can cultivate a group of users who are relatively sticky!
The above five tips are basically enough. Of course, you can also listen to the opinions of other moderators, integrate everyone's opinions, and use your own promotion methods! The above are my personal immature ideas. Please forgive me for any shortcomings. !
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I asked again:
Thank you very much to moderator Ade for his enthusiastic help. He gave a very detailed answer and helped me understand the general direction. However, I don’t know much about online promotion myself, and I still can’t figure out the details. I will continue to ask questions. Maybe the questions are very low-level. Please continue to help me!
My understanding is that the focus of Zhiyi.com in the past six months is still on the improvement of the website and online promotion. The improvement of the website includes website SEO optimization, enrichment of website content, reasonable selection of forum columns, etc.; online promotion It’s the five points you mentioned, including creating content, building external links, SEO, soft articles, and building a QQ group. I don’t know if I understand this right? I have a few more questions,
1. When the moderator said, "The first step is to focus a lot of energy on online promotion, increase income, and consolidate internal strength." Does increasing income mean adding website product information (such as trademark and technology transfer information)? We have added all the information we can from the resources on hand. Our idea is to wait until the website has users and let them upload it themselves. The current situation is a bit contradictory. Without information, we cannot attract users, and without users, there is no information. The other aspect is to enrich the information content of the website and make the forum active. These are the consolidation of the website’s internal strength, right?
2. What are the ways to make external links? It is difficult to make friendly links now. The PR value of our website is now 0, and similar websites are not willing to link to us. In fact, I don’t know much about how to talk about friendly links. I will give it first. Make a link to the other party, then send them an email and wait for a reply. To increase external links, we can also create more blogs and link to our website; or we can post posts on forums, etc. I tried to find forums related to our website, but I couldn’t find many, and even fewer had large traffic, so I didn’t know where else to add external links. Can a month's promotion task be completed for such a website?
3. How should soft articles be written, and through what channels should they be published after writing? When I was searching for how to write soft articles and publish soft articles, I found that there are companies that specialize in soft article promotion. They said they can help write soft articles and have channels to publish them. You can choose any media. Their quotation is 300 yuan per soft article. I want to know whether this quotation is reasonable and whether promotion through this method will have good results.
4. How to promote the QQ group after establishing it? Put it on blogs, forums, Zhiyi.com? If someone joins the group, how to communicate with them?
In addition, a friend also suggested to me that I can use forum group posting software and post appropriate posts with links to quickly increase external links. Is this method feasible?
Is it useful to use QQ group messaging software? I also want to find some cheap ads on Alimama. Is it necessary?
Can anyone share the promotion work plan that he has done? It needs to be more specific, such as the daily work task arrangement, what time to what time, what to do, and how much to do? I want to determine a plan, and I will do it every day. Go to work with a goal, and at the same time ask your colleagues to help you. Thanks!!
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Ad replied again:
You asked very detailed questions, so I will answer them during off-duty hours!
1. This point cannot be focused on the columns you already know. Maybe you have added all the content you want to add in the places you know. I have also said before, add some popular ones. You can think more about it! (Don’t worry, the company’s content is broad-minded, and good things will come from regular exchanges!)
2. Links: In fact, you can also apply for several blogs to exchange with your own website! The one with the best collection should be Sina! (You don’t need too many, too many will be counterproductive!) Links take a long time to make, and different content will be different. On the page, you can basically see good results within a month!
3. In terms of soft copy, 300 is neither expensive nor cheap. Basically, my friends can finish it for around 200, so it doesn’t feel expensive! You don’t have to worry about how to write soft copy. You need to practice it!
4. QQ group is nothing more than a group of like-minded people. You can divide the main business of your website into several directions and resume groups. As for the promotion of the group, you can mix it in soft articles, or you can go to various forums to promote it!
And you don’t necessarily have to focus on the same industry, but focus on “business opportunities”, “success”, and “entrepreneurship” type websites are also good!
Take your time. Your company's website still has great potential! Including profitability, etc.!
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Peng Hongwei answered:
First, you have to take the initiative to search for resources. This can also be used as promotional content. Forums can bring members together to exchange relevant matters.
Second, the increase of external links can increase the speed and quantity of web page collection. The increase of external links can be through friendly links, integrating links into soft articles, etc. You can exchange links with some new sites. In fact, there are many places dedicated to exchanging links. You can go to www.zzdh.net to see this. There are several link exchange forums assembled there. You can spend money to buy some links, which will help improve website PR and website weight.
Third, soft articles are actually a good promotion method, which can not only increase the popularity of the website, but also increase high-quality external links and increase the traffic of the website. The specific cost of an article depends on the article itself. You can try a few more. There are many professional writers now.
fourth. Just put the QQ group on your website. When a new person comes in, first give him a warm welcome. If he has any questions, he will naturally ask them and you can help solve them.
As for the irrigation software you mentioned, I suggest you not use it. This is bad for the image of a website like yours. You can try email marketing then.
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Jiang Likun answered:
Come, our station is quite special. Let me briefly mention it. It may not be correct. First, let me talk about the areas that I think need improvement.
1. Format. The amount of information on our website is already very large. It should be said that this information is enough to support a medium-sized website. However, the layout of our website still looks a bit rigid and thin. My first impression is that it is a new website with not much information. I suggest you make some improvements in this area. At least the moment you open the page, you will feel like you have discovered a treasure. It feels like there is a lot of information here and it is all valuable, and it seems that the items inside are selling very well. In this regard, you can learn from some business opportunity information websites, such as http://www.28.com/. In fact, the nature of your site is somewhat similar to theirs.
2. SEO and optimization. I see you have mentioned this yourself, so I don’t want to say more. Let me provide you with some SEO solutions. http://www.tui18.com/fangan/youhuafangan/index.html
The main thing is to find the biggest shortcomings of these two points. Let’s talk about promotion again. I will probably list a few aspects for you. Basically, you can make a plan according to this.
1. Authorization of content. You have a lot of information. If it is all original to you or has copyright, you can do some content licensing cooperation. But you need to think about the specific method of cooperation yourself.
2. Construction of external links. It goes without saying the importance of this. If you really have no resources to exchange in the early stage, you can spend money to buy them. They are very cheap, about ten or twenty yuan each, but be careful to find some reliable people to buy them from.
3. Press release push. Write some press releases based on the characteristics of your website. Or find some famous bloggers to write comments and hype around your website. The price of issuing a press release is basically around 200, depending on the media and location. The 300 you mentioned is a bit high, and it mainly depends on the media. If you are looking for a famous blogger, you are not sure. But you want to build a brand, so you basically can’t skip this step.
4. Soft article promotion. You can concoct some articles on your website about how to sell the things you own at good prices, and then post them on major forums, or even simply find reporters from some media to write a report on this aspect and publish it.
5. Promotion of classified information websites. In fact, your information is the biggest promotion content. After a little processing of your copyright information, you can send it to various classified information or trading websites, and then state that this patent has been authorized to trade on your behalf, or something else. In short, the more natural the better.
6. Advertising. There is no problem in advertising, but to choose a good media, you must find a place where the target users are concentrated.
7. Promotion of various download sites. I used to sell patent search CD-ROMs, which were just patent searches, but many people paid attention to them, and many people were willing to spend money to buy them. So you can make your information into various e-books or software, and then put them on various related download websites for people to download. For example, patent information database, trademark information database, etc.
That’s all I can think of for the moment. In addition, I would like to say a few more words. When doing website promotion, especially when you are also building a brand, you must learn the concept of speculation. The concept of speculation for our website is to exchange knowledge for cash, or to build the most complete copyright library in China, or to trade trademarks. Library, such a concept. Then promote it around this core concept. Promotion must also have a theme and cannot be promoted blindly. At the same time, promotion must also study user needs and find places where users are concentrated.
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With the enthusiastic help of experts, I finally understood the process of promoting a website:
First build a good website, then find out the needs of users, and then develop a suitable promotion plan based on the needs of users.
This involves website planning and website optimization, which are closely related to website promotion. This is my new understanding of website promotion.
I have just entered this industry and this is all I understand. I hope to communicate more with you all!!
Author information: Wuya, editor of Zhiyiwang (www.zhiyiwang.com).
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