From the competitive point of view SEO

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

A． Look at the three angles of SEO

When observing the industrial status or industrial cycle of a class of products or services, different views may be gained from different viewpoints. In trying to understand the SEO field, Ho Tian used the three perspectives of technology, value and function, and got three different impressions respectively.

1. Technical perspective

Technical angle similar to the washing machine's wave wheel, roller and other basic technical principles, as well as fuzzy control, magnetization technology and other continuous technological innovation. Technical angle is people understand SEO most common angle, people talk about SEO, often refers to is "search engine optimization Technology".

Point Stone once to SEO have such a definition: "refers to follow search engine search principle, the website structure, the Web language and the interaction between the site, such as a reasonable planning deployment to improve the site in search engine performance, thereby increasing the possibility of customers to find and visit the site of such a process." Search engine optimization is also a scientific development concept and methodology, which develops with the development of search engine, and also promotes the development of search engine. "This is a fairly complete definition.

From the technical point of view, the author thinks that the SEO faces a breakthrough in connotation, this in "on the Upgrade of SEO" series of articles has been discussed. Some breakthroughs in the competition perspective are also discussed below.

2. Value angle

The value angle is the customer benefit angle, similar to the washing machine's water, saves the electricity, to the clothing damage small and so on, in the laundry this broad scope to the customer all aspects benefit carries on the omni-directional consideration.

From the perspective of customer benefits, the stone to SEO proposed a new understanding: "The goal of search engine optimization is to help the enterprise through search engine success", his interpretation is quite creative, "aside from the specific details, the customer needs SEO services, not technical details, but ultimately really put his products, Services in the search engine has been the overall promotion. Such SEO, not necessarily just a site optimization, may involve multiple site optimization, not necessarily just consider the official site rankings, but also need to consider how to take advantage of some free trade platform, free site, so that the customer's information to the maximum extent in the search engine to be disseminated, can optimize the name of the company leader, can help enterprises to reduce the negative information in search engines. If the conditions are met, even the internet media can be used to make the search results more positive news reports.

I feel that it makes sense to understand SEO from the perspective of customer value, around the value of the engine, we can create many value-added definitions that have commercial value, such as engine PR (weakening negative news, spreading positive news, leader Radiance), engine communication (information flanking, customer positive comment induction and presentation optimization), Engine attack (to strengthen and disseminate negative information to opponents), engine linkage (with suppliers, customers, partners to form the results of the engine of the non-competitive combination of crowding out, also belong to a kind of information), and so on, can greatly expand the SEO Business category and Technology category. From the point of view of value, the author thinks that SEO faces an extension of expansion. The capacity and validity of this extension is discussed in the next article.

3. Functional angle

The functional angle is the basic function and the additional function of the commodity. Basic functions such as washing machine laundry, additional functions such as washing machine drying, disinfection. What is the basic function of SEO? I think after deep thinking, is the competition, beyond the competition of rivals. This can be defined from an angle: The basic function of SEO is to help the site owner gain a competitive advantage over the competitor in the engine search results.

In the past we talk about SEO from the technical point of view, more attention is paid to how to impress or deceive the engine through technical performance. If you change from the perspective of competitive function, you will soon find that the basic task of SEO is not the internal and external optimization characteristics of self-improvement-these are only part of the process, is to obtain a competitive advantage of the necessary conditions rather than the full condition; for any one keyword or business area, the free space on the home page The visitor's attention is also limited, the competition website relation is the relationship which I have under you, who can win is the key.

SEO competitive function is in the search results in the opponent down, crowding out, so as to achieve the desired results of the search. The competitive function of SEO is a subset of customer value. This subset is the main contradiction, Chairman Mao said, to grasp the main contradiction. From the competitive function angle, the author thinks that the SEO faces a focal reunion. This focus will gather so much heat that it will affect the business value of SEO.
From the change of competition to see the development of SEO is the main topic of this article.

Two． Competition will rise as the first element of SEO

The number of netizens, the number of Internet enterprises, Internet time, network transactions and so on the growth of the network consumption factors, will be far less than the number of Web sites, Web site input and other factors in the growth of network production, competition will become more and more intense. The natural rank of the engine is one of the most important strategic resources in the network society, like the oil in the underground. The importance of SEO and basic knowledge, skills, will become the network of social ABC.
So we get three inferences about SEO trends:

1. The weakening of the difference

With the expansion of SEO emphasis, the popularization of SEO knowledge and skills, the introduction of engine-friendly standardized software technology, most of the most valuable to the engine SEO skills to become a conventional means, so that the knowledge potential difference is more and less, leading to the difficulty of SEO advantages to maintain.
Like a college diploma, the overall level of education in society is improving, but the advantages of college students are getting smaller. When the SEO becomes Huo, no longer is the difference ability, the SEO faces the engine the overall ability to increase increasingly, but the ability which competes with each other is getting smaller. Just like the production enterprise, the product difference is quickly wiped out, what wins?

2. Extension

Before talking about the stone from the customer value of the SEO extension of the creative expansion, this exploration is not accidental phenomenon, I believe that many SEO operators in the brain often hover ideas. When an industry enters the blue Sea, the industry will naturally try to deepen the subdivision and expand the expansion, so the focus on the extension of the expansion is precisely indicative of the deterioration of the industrial competition pattern. Extension expansion may create a blue sea, but most of the expansion is low capacity and low efficiency, not enough to accept the growing competitive pressure.

3. The deterioration of the competition

Along with SEO overall investment amplification, SEO will be less revenue, more and more uncontrollable. Granary foot know etiquette, belly hungry out Rob Bandits, SEO vicious competition will gradually rise, more and more fierce.

With the development of competition, people will develop new competitive means. structure, content, external chain and other traditional SEO category can only be used as a health factor, and new technical means, for example, for competitors to make malicious mirror stations, for competitors to make malicious black hat link, the competition of the cooperative Web site joint crowding out the search results (mentioned above), a large number of long tail keyword preemption ... And so on, perhaps there are more bizarre ways that we might not have imagined today.

When the market gradually deteriorated, input and output gradually reduced, short-sighted will become more and more serious, irrational will be more and more intensified, black hat than black hat, will appear. To the interests of the competition, so that the direction of SEO development is not just point stone white hat SEO advocated and guide the direction to go.

Do not misunderstand, Ho Tian not encourage the development of this behavior, but to predict this trend will occur. The basic function of SEO is the competitive function, this past not for people to emphasize, with the network society to the importance of SEO and deepen understanding, SEO competition will be comprehensive and in-depth development, the competitive nature of the SEO will be vividly displayed, the competition gradually rise to the first element of SEO.

Three． Search engines are the biggest winners

In the SEO and engine competition, SEO overall ability more and more strong, the engine gradually weaken its recognition and control ability:

1. The natural identification project of the engine a double-edged sword, seo imitation of natural accumulation of capacity and resources, will gradually produce more and more resistance, the engine will be more and more difficult to break, this is a weak and strong process (reference "on the upgrade of SEO (iii)--the engine of the weak and SEO strong")

2. With the popularization of the knowledge and technology of SEO, the difference between the website is reduced, and the engine is gradually differentiated to identify difficulties. Ho Tian jokingly called "Search engine aesthetic fatigue", 3,000 beautiful women, all attracted, choose who?

And the embarrassment of the engine is, at the same time, SEO due to internal competition and differentiated ability to collapse, site owners can not get enough support through SEO, SEO more and more do not become able to rely on strategic resources, site owners have to do paid advertising, engine profitability instead of ascension. SEO competition makes search engines pleasantly surprised to find themselves in a fisherman-like position.

Write here, the author suddenly produced a bizarre idea, now the engine more and more attention to the spread of SEO knowledge, whether there is the strategic intention to disrupt SEO? Oh！

Four． What are you going to do?

In the "SEO Upgrade" We talked about, at this time, can still gain the benefit of a small number of special network or technical resources of the SEO oligopoly (reference "on the Upgrading of SEO (ii)--seo industry centralization and software"). This is not the topic of interest in this article, no longer open to talk about.

Write this article, the author most want to discuss is, as the competition becomes the theme of SEO, Rob limited resources are so many people, means is so limited, if you are looking forward to the future of the strategic resources of SEO grab a piece of, how should you do? Time is always faster than you think, and if you don't want to be a warm frog, you should be ready now.
If you are interested in this topic, please add me msn:lianyedong@gmail.com, or qq:259319, together to do more in-depth thinking.