The eight-character secret of website promotion is: misplace competition and only be the first. No matter what website promotion method is used, it is segmented from these eight words and must be carried out closely around these eight words.
First, how to be number one?
Accurate website positioning can make your website the first choice in the eyes of users. Becoming the second most popular website in the eyes of users is equivalent to pushing more users to competitors, because for users to choose a website, it is only a URL difference. For a region, localized sites are often the most advantageous. The advantages of industry segmentation and professional knowledge still exist in website operation and promotion. China has a large number of Internet users, and the operation of a very small industry is very impressive. In a familiar area and industry, as long as you position it accurately and operate it carefully, your website will be number one in the eyes of users.
Website operation and promotion, whether it is a large field or a small field, brand positioning is the first, and if you carry out differentiated competition, you will have many opportunities. If you seize the opportunity, straw will turn into a towering tree. A similar project, the differentiation of website brand positioning is the replication, innovation and localization of the operation and promotion model. To truly make the brand positioning the first in the eyes of users, that is the success of replication, innovation and localization.
Secondly, SEO is not the only one, technology must serve practical purposes
Technology is not the first priority. Building a website is not to show off technology, but more to provide users with more practical information and functions. After the website technology platform is successfully built, no matter how perfect it is in your eyes, if you don’t rely on content management and promotion to increase traffic, the beautiful art and gorgeous pages are only for yourself at best. Concentrate manpower and material resources to improve the website. Content and promotion are top priority.
In addition, do not blindly believe in SEO technology and think that SEO and search engine rankings are all about website promotion. At present, search engine optimization is usually just some personal behaviors rather than corporate behaviors. Search engine optimization is not a mature service product, and speculators are always The expected income is greater than the effort, and the results are often very different from the subjective efforts. Pay attention to the search engine inclusion status, respect the game rules of the search engine, and use the search engine well, and you will save more time and energy to invest in the operation of the website.
Third, the more original content the website has, the better
Website content construction must pay attention to the originality of the content, and do not blindly collect data from other sites. Original content of average quality will also leave more real impressions on users, and the reprinted information should respect the author's work as much as possible. Crazy collection technology can only make your website abandoned by users and search engines, and pseudo-original information can only make your website a garbage dump that defrauds search engine traffic and advertising clicks. A webmaster or website operator can use collection technology to build ten or even dozens of garbage stations, but it is difficult for garbage stations to retain users for long-term development.
Fourth, you can’t go all the way to the dark side, you must have a plan
There should be different plans at different periods. Even if your promotion method is free, you must determine the phased and feasible goals for website promotion. For example, within a certain period after release, the number of unique users visiting each day, the relative ranking compared with competitors, performance in major search engines, the number of external links to the website, the number of registered users, etc.
The website promotion methods adopted at different stages of website publishing and operation will directly affect the realization of the goal. If possible, it is best to list in detail the specific website promotion methods at each stage, such as the name of the search engine, the main forms of online advertising and media selection, the required investment costs, etc. And it is necessary to carry out cost control and effect evaluation of website promotion strategies. Such as the control of stage promotion goals, promotion effect evaluation indicators, etc. The purpose of controlling and evaluating website promotion plans is to promptly discover problems in the online marketing process and ensure the smooth progress of online marketing activities.
Fifth, establish a profit model based on the community
The website has rich content and functions. At the same time, operators must pay attention to the construction of online communities. An active community will not only gather popularity for the website, but also bring a large amount of original content to the site and bring a steady stream of traffic through search engines. , attract more users. There is often a relatively stable circle behind fixed website users. Offline communication on the website is a useful supplement to website construction and may even become a profit point for the website.
Users always come first, and “active promotion by users” is word-of-mouth. Word-of-mouth marketing is always more convincing than advertising. And based on word of mouth, establish the site's profit model. A variety of models can be applied here. One of the only recommended ones is to make web games. Union.popwan.com, a joint operation platform for web games, uses users’ consumption in web games as revenue sharing, which is much higher than that in advertising alliances. The advertising value brought by a single community user clicking on an ad. According to iResearch's survey, its CPS sales commission ratio is far higher than the domestic e-commerce CPS sales sharing model. Calculated based on the ARPU value of web game paying users, each game user can bring an average of 20 yuan in revenue to the community. The average revenue per user of a general advertising alliance is less than 1 yuan, and only a few advertisers will offer high prices.
At the same time, Webgame can not only bring huge income to the community, but also bring more activity and traffic to the community due to the strong interactivity of the online game itself. This is something that the ad network itself cannot do. The "2007-2008 China Web Game Industry Development Report" recently launched by iResearch shows that once 60% of users choose a certain web game, they will continue to play it for more than one year, and another 23.3% of users will continue to play it for more than six months to one year. years.
Finally, website promotion is a process of continuous development, and mentality is very important.
For a website operator, it is relatively easy to succeed for the first time, but it is not easy to succeed for the second and third time. Many website operators’ websites stagnate after a certain scale. The reason is that the operator’s mentality cannot be reset to zero. If you stay in a corner and have the mentality of being first for a long time, the cost of losing development opportunities will often be very heavy. A successful website operator, in the face of past success, must have the mentality that he is always second, face reality with an open mind, and be ready to surpass his potential opponents at any time.
Website operation and promotion is a process of continuous improvement and development. There is no upper limit to the resources of a website on the Internet. Only by regularly paying attention to the sources of traffic and analyzing the hot spots of user concern can you grasp the dynamics of Internet development and prevent your website from being surpassed.