SEO Project implementation Why the site rankings to improve traffic decline

In the process of SEO project execution, we often encounter this kind of situation: The keyword rank rises, the flow rate drops instead. At first blush, it is a somewhat embarrassing question, how should we respond to the customer's questioning?

　Factors that affect SEO traffic

In fact, the impact of Web site SEO flow is not only related to keyword ranking, there are many objective factors, such as the number of paid ads/forms of change, the change in the search trend, the first ten site changes, the site description of the improvement, the content of the site, Aladdin content, negative news, Other channels to promote the impact of the search volume, emergencies and so on and so on and so on can affect/partition SERP home page flow, so simple keyword ranking or drop is not fully explain SEO flow increase or decrease.

　　The customer is concerned with the fact that the traffic is dropping itself, rather than the relationship between traffic and keyword rankings.

Of course, convincing a client is not an end, but a problem solving is the key. In fact, customers do not have to get a clear keyword ranking and traffic in the end how much relationship, he did not this leisurely elegance to do with you to do these, he really cares about is the flow down itself this thing, so how to ease the customer's anxiety on the flow down is our focus.

Thinking right, we'll talk about what to do next, first we need to express our understanding of the customer side of the feeling, looking at a customer's point of view will give you an extra cent on the level of persuasion, and secondly, we need to console our clients with a professional perspective: falling traffic is a common thing, from previous project experience, No web site traffic is all the way to go up the road, this sentence to the customer feel like you have a fever to see a doctor, the Doctor and you say, this disease is a very common problem, not too nervous, give you prescribe a few medicine is good. In this way the patient sounds a lot better, and so does the client.

　Large strategy can not be changed, local adjustment

Problems arise, there must be a solution, in fact, the problem can be disguised as: the patient had taken the medicine is not effective, is not to continue to take. The jargon is: The original SEO strategy is useful, whether there will be new strategies to help increase traffic. In fact, as a patient, is very disgusted with the doctor indiscriminately prescribe drugs, or a pill took a few courses but no effect, and eventually to change the dressing. This is the most taboo as a doctor to do things, the same, as a SEO Consultant/project manager, in the beginning to develop the SEO strategy must be careful, careful, analysis of the other side of the site is currently in what kind of situation after the program, do not shoot the head to do things. Once the strategy has been formulated, it is not easy to change, if you are in the process of implementation of the project to do this, find no effect after doing that, absolutely will be customers think you are very unprofessional + very unreliable.

Therefore, when customers ask us whether there is a new solution, it must be based on the original formulation of the big strategy under the premise to do local adjustment. Of course, the customer itself asked the question you must be careful, which contains at least three layers of meaning:

Did you make the right strategy?

Why is it that your plan hasn't worked?

The 3rd is to ask if you have any new solutions.

First of all, I think the answer to the first question is obvious: The big strategy must be correct and unwavering. The second question: "Why your plan has no effect" this time you have to appease the customer's heart, tell him that SEO is a long-term process, your site encountered the situation is normal ... And give him a local adjustment of the proposal is to answer his question inside the third layer of meaning "there is no new solution", again stressed that the "new" here must be based on the premise of a large strategy, or do local fine-tuning, or do a refinement analysis, according to the project situation. Do not be unrestrained, the brain suddenly have an inspiration to say out without hesitation, this will not add points, but will cause bad impression on customers.

　Specific examples

The following is a customer-vendor dialogue on the issue of traffic decline.

Customer: Our website's traffic has dropped again, what reason is this? I see you in the Weekly keyword ranking are still very ok ah ...

A: Oh, is this, in fact, simple keyword ranking is not to determine the site traffic is a rise or drop, because the objective factors than more, such as the number of home PPC, search trend changes ... (Give a few examples to cope with the past, because this is not the point). Of course, I also understand your side of the feeling, because we all hope that the flow can be one months higher than one months. (Standing in the customer's point of view), but to tell the truth, to the past experience of SEO projects, no one site traffic is a triumphant, has been to rise, there will always be ups and downs, this is a very common thing. As long as the strategy is right, the final flow will certainly go up, just a matter of time.

Customer: Do you have any new coping strategies? (This question is very dangerous, think well again answer, notice before "three layers meaning" ... )

A: In fact, the strategy at the beginning of the project we have formulated, the general direction will not be changed. (strong tone, give the customer a professional feeling), just say that the product characteristics of the SEO itself determines the optimization effect is a very long process, of course, in the middle of the ups and downs of the flow is very normal, since the big strategy to optimize the idea is correct, traffic promotion is only a matter of time (again to affirm their own strategy). Of course, we also analyzed the current state of our site (beginning to say specific issues, ready to do local adjustment), whether from the keyword ranking or from the amount or reverse link number (say the problem before, the first good place ...). are in the promotion process, but the site a column below the flow of the faster, whether from the brand word or from product words have different degrees of decline, brand names from the previous "pop" fell to "ah Pa-pa", the ranking of common words from the previous "Pa" fell to "pa" ... (Do homework, say specific details, so that customers feel that we care about this a column), so in the late, we will be on the implementation side of the SEO resources to allocate more to this column above, and strive to let this column of the flow of early ascension. What do you think?

Customer: Yes, yes, no problem. So what do you predict when the traffic will increase?

A: Well, it is, according to previous project experience, usually takes 1-2 months, but there are individual projects in less than one months can produce effect (give an interval, and a minimum value.) The interval mainly tells the customer that this is a pre estimate, the minimum value is to give the customer hope. This specific also need to see the corresponding cycle of the search engine and the site itself and the implementation of the team's cooperation. But you rest assured that although the corresponding cycle of search engines is not what we can decide, but from the team implementation, I will repeatedly let you realize the importance of the project, from this point of view, please do not worry. (from the estimate boot team, never controllable to controllable)

Customer: Well, then I'll trouble you.

A: it should be.

PostScript: This article is my personal experience and sentiment, only for reference. The purpose of this article is not to let us defeat the customer from the words, but to learn to analyze the customer's heart, standing in the customer's point of view to solve the problem and guide him to the SEO has the right understanding. Reprint please indicate Anxi Tieguanyin http://www.zuipin.cn/wulongcha/tieguanyin.html, respect for copyright!