How should small and medium-sized enterprise websites be promoted in the gap
The author has been promoting the company website for several years, and the customers are not silent when they win. When the effect is not very obvious, they always have some doubts when paying the renewal.This article will talk about some of the experiences I shared when promoting the company website in recent years. Of course, this article is the middle of the company's win, rather than being entangled in the ranking of several junctures.
1. Long tail theory OUT Now, the key words +Accurate lyrics
When I initially optimized the company site, I once praised the long-tail theory as a result. This is a planned long-tail word for setting up long-tail words in articles, products, and channel pages.If the month is used as the unit, the flow of these so-called long-tail words dedicated is minimal.
Most small and medium-sized company websites have pages of dozens or hundreds.And these pages can be used to rank the relevant words in the search engine.The search volume of long-tail words is very small. Even if you have dozens or hundreds of long-tail words that have rankings, the unfortunate thing is that their click-through rate is low.The author has manipulated several company site bidding accounts, which also confirms this concept.
The key word is the main character. If you do search engine optimization, it is best to do it.For example, the author is now working for a remote control parking space lock manufacturer. Even if this central word is a remote control parking space lock, it will be brought by this word every day ip It's pretty considerable, too.However, if the word competition is too big and it will be difficult to do it in the short term, then the promotion staff should focus on the precise word.
Every profession always has its own precise words.The precise words mentioned here are actually not subject to the main keywords of the website.For example, the automatic parking space lock manufacturer of the author's address, automatic parking space lock is the main word, and the "Changsha Remote Control Parking Space Lock" and other "regions" +Product word "or "region +The word "activity" is its precise word.After considering the background data and customer service of the tool, the traffic value brought by these precise words is extremely high. For example, the author optimizes the precise word word in Changsha, Nanchang, Guiyang, Wuhan, Chongqing and Chengdu, and the orders brought can be completely better than those brought by the main word word in the United States.If the promotion staff are still struggling with the main points every day, they are ranked fifth or third, it is better to find and optimize other precise words.
Summary: Small and medium-sized company sites have their own characteristics, and the long-tail theory is actually not very consistent.The differences in careers are also slightly different from the optimization of key words and precise words, which requires promotion staff to know how to identify products and then promote them in a targeted manner.
2. Sometimes search engine optimization is a joke
In some professions, the traffic of most of them is basically intercepted by bidding.At this time, if you rely solely on finding engine optimization to get customers, the company may lose money.The examples are wedding photography professions, relocation and related regional service professions, etc.
The author, the remote control parking space lock manufacturer, did not invest in the bidding confession two years ago. Although many of the junctures are ranked on the homepage, the inquiry volume every day is astonishingly low, and its transaction volume can only be described in pale.Last year, the company adjusted its mind. In addition to the initial Taobao store to add sales channels, it also invested in bidding confessions in multiple search engines, and its inquiry volume and transaction volume increased significantly.Just imagine, the Baidu index of remote control parking space lock is only a few dozen. Even if you optimize it to Baidu first, if you have 8 bidding confessions in front of you, the traffic you get on your website will be minimal.Moreover, Baidu's own products basically have to occupy three seats in the top five, and it is difficult for promotion staff to rank a word for eternity ahead of Baidu Encyclopedia.
Secondly, some companies have regional constraints on their products.For example, the author's company's remote control parking space lock products are difficult to have other local orders except for Hunan and surrounding provinces.Because customers require that you supply the after-sales service of the product, such as assembly, shelter and patching, it is generally difficult for local manufacturers and wholesalers to enter this area.Moreover, the daily search volume of remote control parking space lock is only a few dozen, and there may be only a few that can be allocated to Hunan. These search volumes are basically intercepted by the previous bidding confession. Can you have accurate and high-quality traffic?
Summary: For some small and medium-sized company sites, search engine optimization has become a supporting role.Some engineering machine professions, because of the competition, the cost of obtaining traffic is high, have initially discarded the search engine entrance and switched to Alibaba for bidding.
3. The best promotion situation is to win
I once promoted my customers, and in order to fool them to sign a contract and pay a deposit, I always boasted about various promotion methods in the promotion planning.For example, blogs grab traffic, Weibo portray brands, forums gain popularity, search engine optimization to obtain traffic transactions, EDM Come and get accurate customers... Sometimes I even often fool customers to build a promotion website to promote the entire network.In fact, after so many years of promotion, search engine optimization +sem It is still the most experienced inpatient testing, which is relatively reliable and in line with the promotion method of major companies.
Maybe you will say that there is a certain brother next to me, and a certain netizen is relying on it. qq group, qq Space, even WeChat and other paths to obtain good traffic and revenue.I mean, this is certainly unique to its profession and product.If you are a webmaster, you may be fine qq Group and qq Space can obtain good traffic and high viscosity users.But if the author sells remote control parking space lock products, the customers are all trading one-time, and they are niche products and have regional constraints. You are a god-horse qq Space and qq Groups are not realistic at all.
4. Write at the end
If you do company website promotion, if there is no product commission, there is no sincerity and motivation.Many network companies may have company promotion staff with fixed salary, and their achievements are basically based on several major rankings.But at present, the verification policy depends on the ranking of a few words. Perhaps hard to stick to one channel will generally be overcome by keen rivals in the competition.Therefore, at the end of the promotion, the product is still a little competitive, the promotion is a little, and the after-sales service is also a little.
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