The article written by Heart: Party B's SEO proposal template

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Burst the teacher is I met in the SEO aspect writes the most earnest person, is directed earnestly diligently, also should share the article, whether is the content, or the exquisite PPT production has the massive knowledge in inside. Today, he shared the topic of "SEO template for Party B proposal." This is the teacher who used to talk about the selection of some proposals in the guest. Whether you are a professional party B company or a person to do the project, some of the ideas and forms of the proposal will have a certain reference role, welcome you can use to your actual combat SEO proposal.

1, first we come to understand what is SEO

Of course, I will not follow the usual card to say something very textbook like, so customers are unwilling to listen to. For SEO, we can from the 2 point of view, one is the user's psychological model is a complete do not understand SEO people to say exactly what SEO is. In fact, it is very simple, the user in most of the search engine to see the results of the home page information, so a user's understanding of SEO is nothing but "who to find", not to find you is to find your competitors, it is so simple, because the user will not be in action really care how to row up (they understand not the principle is just appearance). When you and your clients explain, you need to be simple and clear.

After the user psychological model to explain what is the implementation of the model, meaning is how to achieve the SEO effect, it is what the rationale. That from the implementation model to say a complete SEO has 3 elements, one is content, the second is the keyword, three is ranked. Only when these 3 conditions all have, that is SEO. We do not think SEO is the end of the ranking, if only ranked, no keyword layout and content, then this ranking may be meaningless keywords or no quality content. So when we explain the implementation of the model, as far as possible with this pattern of graphics, rather than as: SEO is a station outside the station optimization, modify various types of content and Web site framework of technical means "This is too lame."

Then, I would like to move out of a bright spot page, is SEO optimization as Hamburg production. I started using this metaphor in 2010, and every time I speak to a client, the client is attracted by graphics and metaphors (haha), and that's the purpose. You need to control your audience by the ups and downs of your ppt, so that they have an imagined change. This page in the introduction, I will say so: if we have not understood what is SEO, I put the SEO optimization analogy into the production of Hamburg. We know that the production of a hamburger needs a variety of ingredients, first of all, two big bread as a big body, this is like our SEO in the site structure optimization, is the outermost decision this hamburger shape and size of things. The most delicious part of the hamburger is beef (or other meat), the main meat in Hamburg, as the content of a website, meat determines the taste of the hamburger, the same content of good or bad determines the value of the site, so content optimization is an indispensable part of SEO. There are some natural things in Hamburg such as lettuce, onions, tomatoes, relative to their health, SEO also need to have a natural and safe operation, only so that our optimization will be recognized by search engines. The last hamburger without ingredients, such as cheese, sauces, and so on, these things are artificial later synthesis, SEO also needs a similar action, such as artificial chain, to promote the entire effect of the show to strengthen the site itself material. Therefore, an SEO optimization has four parts: the main structure optimization, content optimization, optimization techniques, link building outside the station.

Estimated 3 pages after the completion of the customer's understanding of SEO more or less have a certain degree of awareness, and certainly still looking forward to your more exciting content. Then we are going to control the customer's expectations and he said SEO optimization cycle and effect show. Overall we need to let customers know 2: SEO is the medium and long term marketing means, the effect is not a lot of time to wait patiently. So on this page we use this cycle effect description.

First month: Comprehensive analysis plus build foundation;

Second month: Search engine re-identification started;

The third month: All kinds of optimization begin to interact;

Fourth month: The effect begins to undergo the process of quantitative change to qualitative change;

The fifth month;

Sixth month: The optimization effect starts to enter the stability and starts to maintain;

Of course, each project has the most characteristics and particularity, we mainly express here is a representative periodicity. Then you have to tell the customer that if he decides to do SEO, then have to do at least 6 months of psychological preparation, rather than 1-2 months of luck mentality. But also say to make SEO long-term stability after the effect, recommended service cycle in 12 months.

After that we still have to control the customer's expectations, tell him SEO optimization controllability and uncontrollable, because too many items (10 Inside 8) Start talking very well, once you need to modify everything burst out. Here you have to tell your customers that SEO optimization project is divided into 3 kinds of factors:

1 fully controllable factors: keyword investigation, TDK, inner chain optimization, tag, URL composition, tag tag, sitemap, paid external link

2 Limited Control factors: content quality, spider crawl path, negative message ranking, back crawl, data tracking, competition product word closure

3 Unable to control factors: server stability, social discussion, search engine algorithms, social anchor text, external competition, hackers, phishing websites

Next we go to in-depth talk about what is the principle of SEO, of course, this part of you to play by ear, see the first part after the customer is still have that look, if not, then you need to speed up the pace of the story, said the focus on it. I used to be in the courseware (what is the key words) has specifically talked about the working principle of the search engine is what, mainly crawling, grasping, department, Pai, exhibition, here do not introduce more.

In fact, SEO optimization of the fundamentals of this concept is very good, basically elaborated to understand SEO big principle is what. Any major search should do these 3 fundamentals or look at the 3 fundamentals:

be found (technical): Improve the site can be found and included by optimizing the technical elements such as code, structure and function.

be recognized (content side): Through the content of deep digging, expansion, layout and other soft elements to enhance the relationship between the site and keyword search.

be recognized (extensive): Through the import and maintenance of external links to enhance the overall site links to a wide range, thereby enhancing the weight of the domain name.

This page should take a little time to speak clearly, because for the implementation team is the technology, content and chain three hands, for the client management level is to fix the process, unified measurement tool standards and improve the team's execution.

In addition to fundamentals, we would like to remind customers a little bit about the current search engine environment: that is to tell them the search engine algorithm update is increasingly violent. Through this page you need to tidy up the last 1-2 years, Baidu and Google in the algorithm changes, not only to help customers understand this truth can also help you understand the mainstream search engine's algorithm trend. Then you need to make a summary is: 2012-2013 (even more behind), SEO optimization technology is fully conservative, Google and Baidu in the content and the outside of the chain did a strong update. Our game can not be recklessly, but to learn to defend.

2, then enter our second chapter is the site and opponents of the comparison.

This chapter is a detailed analysis of the customer and his competitors. First of all, we have to find the customer care opponents, generally find 3. The first page (14 pages) is to first explain the pros and cons of all the sites, you need to list the key, but a bit to explain not always listed SEO terminology, need to add some non-SEO things. For example, Suning shortcomings are offline logistics is not the fastest, the disadvantage of shop number 1th is Shanghai local strong, some types of product prices have no advantage. When you're done with this page, the clarity of writing the proposal to yourself will improve.

Then we'll do a SWOT analysis. I am here with the matrix SWOT analysis, the advantages, disadvantages, opportunities, threats to cross the analysis of this customer:

So: can be better with offline advertising, with a fixed user base, through the cooperation channel to obtain more resources

WO: Web site traffic promotion space is larger, once the volume of the conversion will be high innovation

ST: The website brand Word is apt to be blocked by the opponent, the Prestige site to the customer expectation and the request higher, the middle and high-end customer only uses as the comparison object

WT: May invest more money in the auction advertising, flow promotion, SKU volume can not meet demand, industry boss can use price and scale coercion

Then we use a number of free tools (Love station PK) to the 4 Web site horizontal contrast, and in the form of data to show in this page, including Alexa rankings, Baidu weight, Baidu estimated flow, love station, PR value, home back chain, internal page chain, Baidu Snapshot, Baidu included, Baidu chain, host location , record information, the number of IP, outbound links.

Every time I do a comparison, I use another way: visualize graphics. is to make the structure data in the previous page into a clear diagram, so I draw a racetrack graphics (reference courseware: keyword chasing table-the show). This for a non-SEO technical person is very clear, and very different, can reflect your professional and careful degree.

Just a few pages are mainly peripheral site data contrast, you can not forget to catch some keywords ranking horizontal contrast. You need to find some common keywords in 4 websites and run the current rankings. This way for customers is very direct, because from the keyword ranking can know the current SEO level of the customer site and the gap with the competitor. Don't be lazy, you must run. The customer gives a conclusion by comparing the data: randomly sampled some of the non-branded word rankings, and within 10 pages we rarely rank. Therefore, the composition of our flow is not the healthiest.

After a few pages mainly to do some screenshots of the problem, that is, when you analyze the customer site, found that the problem to screen, and then on the right side of the place with text description. First explain what the problem is, what its impact is, and what the solution direction is. For example:

Question: Baidu still contains the pages of history removal

Impact: Reduce the overall quality, enhance the first landing page jump rate

Resolve: Manually Submit delete page, optimize 404 pages

You can refer to my template to do, appropriate can also do visual adjustment. But remember not to use Word to explain the problem is difficult to see, try to explain the problem in PPT.

3, the next chapter is SEO strategy, plan, execution.

Many SEO people are not clear the difference between the three. The first is the SEO strategy, what is the strategy? So you must know the customer to do this SEO project goal is what, for example: in 1 years to enhance the site natural flow 50%. That boson me when I'm making a strategy, I want to be able to take the customer's current situation to carry out the direction that can achieve the goal.

1) enhance the core product keyword ranking

2 Increase the weight of keywords in the industry

3 Expand the brand name of commodity (counter)

4) Establishment of editorial regulation mechanism

We must not say that the strategy of this project is to increase the external chain, enhance the weight, or increase the flow. These are not strategies!!

What is a plan? planning is the resources and manpower needed to land a strategy. The person who makes the plan should consider the strategy and execution in a holistic way, meaning that you need to know what resources and manpower the approved strategy needs to accomplish, and you must be sure that these plans are feasible. Most of the time, I found that a lot of people in the execution of the implementation found that a lot of things can not do, that is the plan is not done well. A planner should know at that time what to do and what not to do, instead of letting the executor deal with the damn thing in execution. The Project plan is:

The first stage: Plan

Analyst identifies core SEO gap-"SEO director Develop audit strategy-" customer confirms overall program framework-"Customer confirms execution schedule"

Phase II: Site modification

Overall website structure and internal chain optimization-"keywords research and layout document-" Optimize the core product word landing page-"TDK modification of hot words in the industry-" optimize the Product Counter page template-"Customer it complete all hardware modifications

Phase III: Content update

Q&a and the expansion of the Advisory column-"optimize every article or question-" write each new page of tdk-"customer provides content or related training

Phase IV: External chain construction

Links to find and exchange-"text advertising purchase-" social media platform soft Wen-"Customer View Link report

4, the last is SEO implementation

Execution is the process of turning a scheduled task into behavior. I am here in the simplest way to make a statement, is to do a "staffing table", to participate in the project to list the functional staff, and to do things listed. Then those who need to do something to hook up on the line. Www.shiliaowang.com

Chapter four is quoting and performance. Because each company quotation system is different, the project situation is different, so there is no accurate answer. But I listed here or in the party B Company more representative.

SEO Quote mode: Total Cost = Basic Service fee + performance bonus fee, the base fee is a fixed fee calculated per month, which is to vinyl out your own cost part of course generally will add some profits in, this part of the cost regardless of performance standards or not are not regressive (of course, your company needs a little bargaining power, Unknown is more difficult). A performance fee is an unfixed cost that can be charged when you reach the minimum performance, and is upgraded in accordance with the ladder of performance compliance. In the collection part is generally 3 stages, one must receive in advance (3 months), the middle receives 50%, leaves situable as the tail paragraph. Here I do not introduce more, we can refer to this courseware (how to write SEO performance and quote-the show)

5, the last chapter is a success story

To tell the truth, every time customers are very concerned about what we have cases, but each time the case is really said that the client does not care. So I think this part of the case, choose your company's most representative, the most famous on it. Many SEO cases will be exaggerated, so we do not need to turn NIU, the case can not reflect your personal level is just like a diploma, there is no ability to see the final effect of the new project. That write case this piece of a template, suggest everyone to play their own imagination, good-looking, have the data the most important! You can draw on the way:

Customer background, marketing goals, major issues, optimization effects, and effect diagrams.

Original address: http://www.zvenue.cn/zclass/tactic-class/seo-proposal-template.html