Finding McDonald's equals finding a toilet--talking about site positioning

Found the McDonald's is equivalent to find the toilet-so many years, I often think of this sentence, I am feeling unceasingly. This is a newspaper article title, Out of n years ago, Beijing Evening News, the title font size used in large bold.

Perhaps, some readers think it is insulting McDonald's, the McDonald's and toilets are equated. No, that's not true. This is actually the media reporter (I think also ordinary consumers) in the praise of McDonald's service awareness.

Before I saw this title, I really did not dare (also did not think) in the rush time, look for McDonald's solution. Luckily, I saw the title and understood the content of the article. Since then I stroll in the streets of sudden bursting, the first reaction is to find nearby McDonald's or KFC, confidently pushed open the door, straight to the WC. If you are in bursting, the first reaction will be to enter the nearest So-and-so five-star hotel, or an ordinary restaurant? This is McDonald's service consciousness, this service consciousness to the ordinary consumer already deep-rooted.

This can be understood as service concept or service awareness, can also be understood as service positioning. What is McDonald's? You mustn't understand that McDonald's is a toilet, uh. In addition to McDonald's and the toilet is zoned "equals", there are the best places to read, the best place to love, the best place for children's birthdays, the best to provide free air-conditioning lounge ... Not just a snack bar with a good hamburger taste.

So many McDonald's stories, I want to express the construction and operation of a website, and open a McDonald's shop is common. (another layer of meaning is not relevant to this article, you can write another article to explain: the operation of the Web site and business is a truth.) "Operation", I personally understand is "operation" + "business", the site into the "operating" state more successful. For the above, let's contact the operating website.

What is the location of your website? The first location is your own (webmaster) positioning of the site. The second location is the user's position on your site to understand what it is. For a successful website or webmaster, these two positions should be consistent. South shafts of the case, you must have seen a lot of it.

Give me a few simple examples of success:

You want to look up information on the Internet, the first reaction must be Baidu, or Google;

You want to buy a bargain online, most of the first reaction is to find Taobao bar;

You want to read the news, the first reaction is to enter the URL News.sina. or News.sohu ... Go to the news channel instead of going to the homepage and click on the news channel link.

Why, when we have some kind of need, the first reaction is that one or two, up to three sites? Because of the high visibility of these several sites, the reason for advertising everywhere? Should not be, these sites provide services or site positioning has been imperceptibly into our brain thinking, we "body is not already" in the need to solve a problem, when they go to find them. Undoubtedly.

And what about our website? Is it just because we have no money to promote, no money to package our website, but not to do that step?

We have to think about their own website, suggest the simplest thinking thinking: (to Shanghai Webmaster Forum For example, of course, Shanghai Webmaster Forum has not been successful)

What is the location of Shanghai Webmaster Forum? This positioning is "service Webmaster"-for the owners can not participate in the party to provide knowledge of peers, or to participate in the party webmaster to provide follow-up exchanges and cooperation services;

What is the target user group of Shanghai Webmaster Forum? (Can not be all webmaster or Internet peers, the target group described the more detailed the better, such as: personal webmaster in Shanghai and the Internet peers)

Shanghai Webmaster Forum to provide what kind of service, the more intuitive the service is better (with the line webmaster gathering, to provide online awareness of more webmaster or Internet peers opportunities, and with the webmaster or peers have been recognized to strengthen exchanges and cooperation);

is the service satisfactory to the user, or does the user think that your site is providing this service? (Shanghai Webmaster Forum is still not successful, most of the webmaster to participate in the offline after the party, and no online and just know the webmaster in-depth exchanges, etc.)

Finally, we review the content of this article, site positioning can be described with concise words: access to your site, is equal to solve the user what problem? On the other hand: what are the difficulties or needs of users to find your site?

Party written on August 4, 2007