SEO will be the most critical factor affecting the development of business-to-business Enterprises

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

For most business-to-business companies, Web site optimization is an important tool for accumulating industry resources, and will be the most critical factor affecting its development in the next few years. The powerful website optimization ability is Alibaba, the global resources, the Chinese manufacturing network and so on many business-to-business enterprises to succeed one of the key factors, to this kind of enterprise, it has already played this ability to close to the extreme. But a large number of industry vertical business-to-business Enterprises lack of awareness of the importance of search engine optimization, which leads to the loss of many opportunities, such enterprises have a significant increase in space.

Reference The key to competition among business-to-business enterprises lies in the ability of buyers to expand

To illustrate this issue, start with business-to-business business models. The key point of the business-to-business business model is the need to attract enough buyers and sellers, and then to allow the two to successfully carry out various business activities on the Business-to-business platform.

Expand the seller relatively easy, because the seller's surface characteristics are obvious, it is easy to find, through the telephone marketing methods can be the seller "pull" to the platform. But to attract buyers, it is difficult for business-to-business sites to expand buyers in other ways, unless the buyer expresses the need to buy and "proactively" enter the Business-to-business Web site in various ways.

Therefore, Nanjing SEO believes that the key to business-to-business competition is to expand the ability of buyers, who in this area strong, then who has a stronger competitiveness.

Article Business-to-business can be understood as a traffic-flow business

Similar to the nature of most internet businesses, business-to-business can be considered a traffic-flow business in essence, and more specifically, buying a buyer's traffic. The focus of its competition is how many buyers are bought, how much the unit costs, how much of the buyer's traffic is sold to the seller on the platform, and what the unit price is. The difference in the course of sale is the profit of the enterprise.

In this traffic flow business, different business-to-business companies buy traffic and deal with the flow after the purchase, which also leads to a huge difference in the performance of the major business-to-business markets.

In this process, if you only consider earning the difference in the process of buying and selling, the level of profitability tends to be rather limited and business is unsustainable. However, if only as a necessary means of business start-up stage, and in the process of accumulating all kinds of resources, it is possible to achieve a business model breakthrough, and thus achieve greater success. For example, Alibaba, its first foreign trade in the field of success, and in the process of continuous accumulation of customers, and then vigorously develop Chinese stations, and then Taobao, Alipay and so on.

In this traffic flow business, in terms of the purchase of traffic, the way to purchase traffic is diverse, online methods such as search engine optimization, paid search engine promotion, e-mail marketing, forum marketing, network brand advertising, offline methods such as newspaper promotion, magazine promotion, trade show promotion and so on.

After the traffic is obtained, the method for handling the flow is different. such as global resources, Alibaba, China Manufacturing network will be the sellers of all kinds of strict certification, in order to ensure the quality of information, so that buyers more comfortable to carry out transactions, and trading platform in this respect do a little bit, at this time in the same flow in the case, relatively the former can be the flow of higher prices; Other business-to-business platforms also provide valuable news in the industry, online communication communities, holding offline meetings and so on, and through these methods to erect the industry authority, similarly, in the case of the same traffic, the industry authority of higher business-to-business platform can often put traffic at a higher price.

(3) How to obtain the buyer's traffic in a large scale under reasonable cost is the core of the whole business-to-business

To sum up, it is not difficult to find the focus of business-to-business competition is on how to buy traffic at lower cost on a large scale, that is to attract buyers, and how to increase the rate of flow conversion (in the case of having the same flow, the higher the flow rate is higher).

In this process, from a competitive point of view, if their flow is 50% lower than others, you can increase the flow rate of conversion by 50% to offset the method, and vice versa, if your own flow rate of conversion than others 50%, you can increase the flow by 50% to offset.

The two methods achieve the same effect on the surface, and some people think "how to allow buyers to be assured of procurement, continuous promotion of turnover is the future of business-to-business." ”

Those who hold this view believe that "traffic alone will create a false boom for users of business-to-business platforms." Buyers are delighted with the rich search results but the actual transaction found a few unreliable suppliers, the supplier faced with a number of daily or even dozens of of the procurement information is also very happy, but the reply found that a large number of inquiries, market price research has even expired, or to face hundreds of competitors. "So the future of business-to-business is how to continue to improve turnover."

For this view, Foshan SEO believes that turnover rate (flow conversion rate) is indeed a key factor in the development of business-to-business, but for most business-to-business enterprises it should be less important than the "traffic" acquisition capacity.

Foshan SEO that, in the flow of access has not met the bottleneck, the flow conversion rate is not the core of competition, because for most business-to-business platforms, the flow of traffic is not currently encountered bottlenecks, the focus should focus on how to "buy" more traffic at a lower cost, rather than increase the rate of conversion, in fact, Many businesses often make the same mistakes.

Because in a considerable range, flow in a certain period of time is no stop mirror, the average flow cost will not necessarily increase with the volume of traffic increases significantly, but want to increase the flow conversion rate is very difficult, the flow conversion rate can not be infinitely improved, and the higher the cost, similar to the exponentially number of rise. That is, the increase in traffic tends to be linear with the cost, while the rate of flow conversion is exponentially correlated with cost.

For example, for example, Web site traffic would have 10,000 IP per day, at this time, want to lift it several times, it is relatively easy to do. But want to increase the flow conversion rate is not the same, such as the current flow conversion rate of 1% (an average of 100 IP traffic, can produce a poll), then want to raise it to 3%, 5% it is almost difficult to achieve.

Therefore, Nanjing SEO believes that how to achieve the reasonable cost of large-scale access to traffic is actually the core of the entire business-to-business.

(4) Search engine optimization is the most important way for business-to-business websites to get buyers ' traffic.

To sum up, how to achieve a reasonable cost of large-scale access to traffic is the core of the entire business-to-business, and business-to-business access to traffic in a variety of ways, the cost of each method is not the same, then in such a variety of traffic access means, that means the most important? To solve this problem, we should start with the purchasing habits of the buyers.

I, online business-to-business trade mainly around the search engine launches

Nanjing SEO believes that online business-to-business trade mainly around search engines, search engines in the entire online business-to-business trade in the core position.

Enquiro Search Solutiosn, a Canadian search engine marketing company, has done a business-to-business e-commerce study of how business-to-business buyers can generate purchase decisions through online research. The report shows that overall, sellers in the Internet to find suppliers will be about 50% of the focus on Google and other general search engines, about 15% of the focus on Alibaba and other business-to-business platforms, about 25% of the focus on the seller's website, and about 10% Focus on the Industry Information class website.

However, it should be noted that, although buyers will be 50% of energy spent on search engines, but "search engine itself does not produce content, search engines will eventually bring buyers to the Business-to-business platform, the seller's website, industry information, such as web site information sources." ”

II, the main flow of business-to-business Web sites from the search engine

So, regardless of who, want to catch the buyer by online means, the most important means is obviously to obtain the search engine's approval to obtain enough buyers from the search engine.

From the above information is not difficult to see, search engines are buyers to reach such as Alibaba, such as the main channel of Business-to-business platform. So at this point, the search results in search engines have a good ranking is the key to the problem. In fact, Alibaba, global resources, China manufacturing network, such as foreign trade business-to-business platform in Google and other search engines, the corresponding keywords search results rankings are very much in front, they are from the search engine optimization to obtain a lot of traffic. For example, in China's manufacturing network, according to Alexa data, the Chinese manufacturing network's visitor sources, the last three months from the search engine's average ratio of up to 49.3% (statistics Date: March 12, 2010). In fact, for most business-to-business platforms, the ratio will be much larger than this figure.

Of course, in addition to search engine optimization, Alibaba will also buy a large number of search engine keyword ads to get some of the flow, and will go abroad to participate in some exhibitions, and even some newspapers, television advertising, but relatively, search engine optimization is its web site traffic is the most important and the cheapest source.

(5) Alibaba, global Resources, China Manufacturing Network and other successful reference

From the current situation, the current business leader in the industry without exception has a strong search engine optimization capabilities, Alibaba, China Manufacturing network is, tradekey.com is a typical representative. Although the global resource itself is primarily paper media, its own search engine optimization ability is also strong.

The key to the success of the Web site is that the search results are often ranked in the forefront of search results when searching for related products on search engines such as Google. The typical example is Alibaba before 07, Google has even become Alibaba's "inbound search engine". At that time a lot of product-type words, in Google's search results in the first 10 of the search results are even half of Alibaba international station. In this case, the seller will naturally be willing to pay for the above platform to promote.

Compared with Alibaba, China Manufacturing network and other successful cases, some enterprises for the nature of the business-to-business, search engine optimization attention to the degree and in search Engine optimization ability to pay a heavy price, temporarily, or even permanently withdrew from the market. It emphasizes the innovation of the business model, emphasizes the ability to evaluate the supplier (in essence, it is to emphasize the flow conversion rate); also lacks the patience, the rhythm is not good enough, because a website wants to succeed in search engine optimization, it must go through enough time accumulation. And some enterprises, although in the traditional channel and means of promotion is very good, but in the online promotion, especially in search engine optimization, there are obvious deficiencies, typical examples such as the global market, its Web site in search engine performance similar to none.

Nanjing SEO Suggestions

Through the above analysis, Nanjing SEO believes that in the next few years, search engine optimization will also affect the development of business-to-business Enterprises, one of the key factors, in this, Foshan SEO recommendations:

1, for Alibaba, global Resources, China Manufacturing Network has put the search engine optimization play to the ultimate enterprise, first of all, should be outside the search engine optimization of other buyers to expand the channel, and note the synergy between the various channels; Second, it is more important to focus on the use of the hands have accumulated various types of resources in order to seek business model innovation, to get rid of simple traffic trading.

2, the global market and a large number of vertical business enterprises need to be fully attention to search engine optimization to enhance its core competitiveness.

This article from: Nanjing Professional Camera: www.njxici.com