A case study on how to add SMO to SEO strategy in China

SEO means social media optimization (Social media Optimization), which is a very new concept in digital marketing. Rohit Bhargava, vice president of public relations and interactive marketing, an internationally renowned advertising agency, created the word in a 2006 blog. The main spirit of SMO is to closely contact the social media platform to convert visitors to guests by using your valuable content, or to allow these visitors to "voice" you for free, and then drive more target traffic to your site. When the concept of SMO came out, domestic SNS and microblogs were not as popular as they are now. Let's take a look at the image of the domestic social media depicted below.

　　

Compared to foreign social media, domestic social media may be relatively simple and single. However, the domestic social media has its own unique culture. At present, the domestic social media presents a prosperous scene, and there is no web portal in every part of the dominant position. But there are some portal sites that are very prominent in some parts. Sina, for example, has a wide range of businesses, but its best parts are blogs, microblogs and question-and-answer platforms. In every field, competition is always high, and there are often only one or two websites that can become leaders in this field. There is a very popular phrase, "huge market has a huge opportunity." Now many companies have been looking into the SMO field, to improve sales, the author today to the domestic famous travel network art Dragon as an example, on how to add SMO to the domestic SEO strategy.

In the past year, the performance of the Art Dragon is amazing. In the third quarter, the net profit of the art dragon was 9.4 million yuan, an increase of 683% compared with last year. As an ordinary user, I also feel the increase in the popularity of the art Dragon. The increase of profit is of course inseparable from its effective network marketing. As part of the cyber marketing strategy of the Art Dragon, SMO has the most intuitive SMO expression.

　　

from the above picture we can get the information is:

One: Art Dragon fans: Art Dragon has a large number of fans, Sina Microwave on the 1.05 million, than Ctrip (another well-known travel network) of more than 600,000 out of a lot. Yi Long Weibo started early, rapid development, leading to the art dragon can attract early customers and build credibility.

Second: Yi Dragon's son brand: Art Dragon established its series of sub-brand microwave, by dividing different types of services to customize micro-blog, such as booking hotels, art Dragon Group Purchase, art Dragon Guide and so on. I think this method of separating different services is smart, because it makes it easy for users to find what they want.

Third: The development of new services: through micro-blog booking hotels, online inspection hotels and other services. The diversity of services and humanization of the Art Dragon Hotel sales increased significantly.

Four: The number of tweets forwarded: Art Dragon Weibo update is very frequency, and the consistent pattern is to use an attractive picture with a short text. I don't think this is a special or good enough microblogging model, but the number of tweets is generally hundreds of.

The above is a simple analysis of the art of micro-bo, even if we can not from the number of fans to explain the effect of marketing, but we could clearly see the art of the micro-Bo investment and hard work. In Weibo this aspect, the Art dragon does better than other peers. Although so far there is no accurate data, but to the author's point of view, this year, the increase in the profit of the art Dragon, Weibo has a significant contribution.

From the current Internet development, search engines are not the unique portal of the Internet. Social media has become one of the portals of Internet users and is in a trend of rapid development. When we develop our SEO strategy, we should not just consider the search engines, but should also try to consider the entire SMO plan to complement and benefit our SEO strategy. This article by Jia Colong Blog Original http://www.jieyitonggo.com reprint please indicate the source.