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Air Ticket yoee.com Research Summary (1) Background, opportunity and growth point----red Engine Network Marketing case
This issue of red-engine network marketing case study of the analysis object is the ticket booking veteran enterprises easy to travel network http://www.yoee.com.
This phase of the object is characterized by: Network marketing reality has been good, but there are a lot of work not done in place. The analysis of the report revolves around how the site can be built on a higher level. Ho Tian felt that the current report compared with the previous period, focusing on corporate goals, customers, potential of the analysis significantly increased, reflecting the analyst's vision changes.
. Background and Opportunity
's analysis of enterprise resources, core business components, and market opportunities helps us understand the current behavior and development expectations of its Web site.
A preliminary analysis of the site's deep industry background. Naoyi Network by China's largest air transport service agency Beijing Foreign Enterprise Aviation Services company to create investment, Beijing Foreign Aviation is the largest electronic ticket agents, deep industry background makes the electronic ticket to become the main business of the network, but also his main competitive advantage.
its customers may come from three aspects: the historical accumulation of corporate customers, distribution business, network direct sales business. Among them, search engine marketing is its access to the network direct business of the most important way, the site in search engine pay ads have a lot of input, but also pay attention to the optimization of SEO supplement.
PYLONGZX pointed out that the electronic ticket to travel easy to bring great opportunities. In the face of this rare opportunity, has been in the field of network marketing to obtain a certain advantage of the tour, more should have a big act.
two. Growth point and Force direction
Although the
network marketing has achieved some achievements, the potential has not been fully tapped. In order to tie in with the ticket electronic this historic opportunity, proposed in the search engine, the website performance, the public relations soft article, the line promotion four aspects synchronized enhancement.
1. Strengthen search engine marketing
1) paid search engine advertising (long-term focus)
Emphasis is on the optimization of advertising. On the one hand, competitive advertising is now not a simple price competition, Google, Baidu and so on are implementing the quality scoring model, the engine thinks you high quality, can reduce the money more affairs; On the other hand, choose the best keywords, how to avoid malicious clicks, from the click of the advertising source optimized conversion rate, can be very much.
How to let the limited funds produce more benefit, this is the Enterprise network Marketing responsible person needs to ponder repeatedly, is also worth the aid of extended.
2 Search Engine optimization (recent focus)
Healthy and harmonious website Search engine optimization, can reduce the unit effective flow and the average cost of each transaction under the security premise significantly, make the enterprise obtain bigger competitive advantage and profit income.
from the site performance look, easy to travel network http://www.yoee.com has done SEO optimization, but also achieved quite good results, with other opponents to share with the sweet search engine free flow. But from a professional perspective, the station's optimization can be called "inferior optimization", that is, SEO and SEO, focusing only on the optimization of individual keywords, focusing on title, meta and other simple technical elements. On the one hand, the whole station's search engine friendliness is quite inadequate, on the other hand, the network marketing very valuable long tail accurate flow, and not fully developed.
2. Improve site performance (recent focus)
is mainly the problem of flow conversion rate and customer viscosity, now it is obvious problem. For example, the home page does not feel the ticket real-time booking characteristics. For example, the first screen at all did not see registered members of the link and Member login box, indicating the site some of the concept of missing.
Feelfox and other people on the site layout design put forward a summary opinion.
3. PR Soft Wen
Travel Network has launched the first ticket, as well as the advantages of real-time query system, has been a media campaign. Jia Lun pointed out that the electronic ticket industry is the direction of development, Naoyi real real-time inquiries and comprehensive electronic ticket services, there are a lot of hype points can be dug. Naoyi in the initial soft text to promote doing very good, but did not adhere to the proposal to pay attention to and adhere to.
Electronic ticket has just entered the full flowering state, many consumers are not familiar with, not accustomed to, the media also need this content, if the more organized electronic ticket skills and guidelines of the text, must be on the line on the media, especially on the line is widely reproduced articles, can long-term impact on a large number of consumers.
4. Offline Promotion
appropriate offline promotion, like SEO, can bring additional competitiveness at low cost. Jia Lun proposed to do some sweeping floor work, the electronic ticket experience card and brochure directly to the office.
Air Ticket yoee.com Research Summary (2): Flow source planning----Red Engine Network Marketing case
Ho Tian in the summary below, will talk more about the site performance promotion and search engine optimization issues. On the one hand because this is a no site operators to participate in the object study, the experts who participated in the seminar lacked the necessary data such as bidding advertisement report, visiting log, etc., and could not understand the actual operation resources and plans of the station side in the public relations soft article, the offline promotion and so on, on the other hand because the website performance promotion and the search engine optimization are more specific, Objective, the promotion of space is easy to see, and Red Engine Network Marketing Club These aspects of the players are indeed more, everyone's opinion published more fully.
back to the point.
Search Engine Marketing is Naoyi's main marketing approach, its engine flow source can be divided into three parts:
1. Main Push keyword Flow
comes from an engine-competitive advertising-focused keyword-paid traffic, as well as a natural ranking of top-priority keywords that bring free traffic. Naoyi's main push keyword traffic is done in place.
2. Second-line keyword flow
is relatively dispersed, the number of searches is not hot, but the total amount of the larger conversion rate of keywords, such as air tickets and the city is closely related, "Beijing Air Ticket", "Beijing to Guangzhou Ticket", "Beijing Shanghai Air Ticket" is very valuable second-line keywords. Second-line keyword conversion rate is high, competition is small, in search engine marketing is very important, if you can not go to the SEO, it should be paid to obtain, anyway, the cost is not high. This issue discusses a number of reports have discussed the second-line flow, which pylongzx the most in-depth, which he has been the development of search engine experience is inseparable, but also benefited from its development paidiji.cn ranking analysis tools.
3. Long Tail content Flow
From the engine included a large number of related content. The operator may be a wide variety of operations, included the more opportunities to obtain long tail flow. Naoyi's engine included in comparison with other opponents, rather than optimistic, is obviously not paying attention to the long tail flow.
Everyone's report, the above three kinds of search engine traffic how to upgrade, provided a considerable amount of advice. For example:
in order to promote the flow of key keywords, CHRIS.E proposed that the station should set up 3 separate landing pages, corresponding to ticket inquiries and special airfares, air tickets and hotel reservations, which takes into account the engine's understanding of the content of the site, but also take into account the needs of visitors. The summary of the current issue (3) and (4) mentions more suggestions for promoting the flow of key keywords.
in order to obtain second-line keyword flow, chris.e advocated for "< area > Air ticket" to build a classified directory, PYLONGZX proposed to organize some information on the static flight description and Dynamic Bulletin page, as well as the second-line keyword organization two domain name, each sub-domain focus on 1~ 2 Second line keywords. Many cities, beginning/end of the combination of more, start/end city and the combination of air tickets rich content; These will be rewarded if they are interested in organizing information.
in order to obtain the long tail content flow, Jian, pylongzx, CHRIS.E and so on many reports all mentioned to want to increase the related content massively, especially the text information rich knowledge webpage and the information webpage.
Tour Easy network in search engine friendliness there are obvious flaws, performance for the search engine can not see clearly, see, go. Its embodiment of the problem, in many sites can be seen: only to focus on the optimization of individual keywords and lack of engine-friendly planning, developers lack the right search engine friendly guidance and training, the actual operation (such as links and add content) lack of common sense of search engine optimization.
everyone's report from different angles to fully discuss the need to improve the search engine friendliness of the area. Ho Tian Here only 4 more representative questions:
1. Web page logo lacks personalization
Naoyi Many of the pages title and meta are the same, the source of the Web page is a large part of the same. It's kind of like the Chinese looking at foreigners or foreigners looking at the Chinese, the engine looking at these pages, they feel alike.
Title and meta, each page is similar, this is a lot of Web site will make the problem. Search engines look at the page, after all, and people are a little different, people rarely notice title, but the engine will notice. Title and meta is a bit like the clothes and hairstyle of the Web page, each page wears the same clothes, the same hairstyle, which is extremely disrespectful to the engine. The usual consequence is that the engine is reduced to include, or even overall down right. Naoyi in Baidu included very little, it is likely to eat this loss.
actually improve the problem is very easy, the easiest way is to put the title of the article, description and keywords in the front. Detailed instructions are given in the Windear report.
2. Navigation using JS
This low-level error is also a lot of websites love to make. Navigation is not just for visitors, but for the engine, not for the easy-to-use navigation of the engine, which is considered unfriendly by the engine. This is a bit like a few people chatting, if a person can not understand Shanghai dialect, but you use Shanghai dialect and some of them long speech, that can't understand the people to enjoy it?
to the site of the internal link criticism more, generally think that the internal structure of the engine is a maze. This problem is too serious, we will not discuss it in detail here.
3. Content call JS over fan
js a bit like steganography, a paragraph of text do not want to see the engine (for example, in order to improve the keyword density, you can use some irrelevant text to refer to JS), you can use JS, on the contrary, if you want to let the engine see, do not use JS.
Windear gives the suggestion of quick improvement: the code and architecture of the website need not be fabricated again, the transformation calls JS part changes to the way that the ASP reads data directly.
4. Site search for engine transparent
Naoyi Visitors need a lot of use in-site search, this place also has the problem of search engine friendly.
13 scholar pointed out that Search robot index your page is automated behavior, no human involvement, that is, no user fill in any keywords. This will not fetch the content from the database feed to the engine.
solution is: set their own parameters (that is, the keyword) as a link, through the search robot triggered by the relevant information indexed or included, through the program to lead into the production of a good static page (dynamic can also).
This idea for a large number of content stored in the database, to query the content of the site, it is worth reference.
the search engine friendliness mentioned above is the core problem of search engine optimization, the engine thinks you are friendly, everything is OK. On the basis of search engine friendly, there are still some technical factors, in the premise of safety and harmony, further improve the degree of goodwill of the engine.
1. Header Writing
Longhainet and Elan all mentioned that this station's homepage Title,meta obviously after the master optimized, the keyword word number, the description word number as well as arranges the way is the optimization writing. In particular, the description, "the largest electronic Air ticket agency center--Travel Easy air travel Network to provide online special domestic air tickets, international air tickets, hotels at home and abroad to search for real-time services, and the introduction of business Travel Management, VIP Group customers, holiday tourism, free line personalized personal services." Online provide detailed and accurate flight information, more than 50 cities nationwide support air ticket distribution services, the basic summary of the website business content and service information, language is also coherent.
However, outside the home some of the performance is not satisfactory, it seems that the master just the Tube home.
2. Alt text for logo
demeanor Yyan and Jian all pointed out that the logo on the image of Alt too many words, there are stacked keywords suspected, should be modified.
3. Credit Factor
the engine to improve the trust of the site a lot of factors. For example, the site's old domain name, is a very important factor.
particularly noteworthy is that Elan mentioned that Yoee's homepage, in addition to the title, there is no "ticket booking" this keyword, replaced by a large number of and "Ticket booking" related keywords, such as: domestic air tickets, international air tickets, special airfares and so on. This is very good for the search engine trust, is a very clever method. The phone at the end of the page and the detailed address, qualification certificate, etc. are also conducive to improve the engine trust degree.
CHRIS.E points out that the Ad Federation code is found on the site, which is best canceled.
4. External links
External links are also a factor of trust.
CHRIS.E the evaluation of the reverse link is "there is a quantity, no quality", the link quality mostly belong to the lower level, there are few quality. Mainly in: There is no link inside the link in the links, not with the line site Exchange links, many of the anchor text outside the site and the core business.
Travel Easy Network Friendship link management staff to the link anchor text of the importance of the obvious lack of understanding, the required link text is "Travel Easy air travel Network", does not contain keywords. This situation can be avoided by simple training.
CHRIS.E offers a chain of recommendations including: issuing press releases, cooperating with the Web site, providing them with ticket price inquiries and flight enquiry services, and requiring agents to make links to their websites, community outreach, paid or free web directory submissions, etc.
5. Title of the Click Attraction
CHRIS.E points out that the title of the tourism network is lack of click appeal, even if it appears in the search results do not attract clicks, which in turn affects their weights.
don't think the page title is for the engine to see, in fact, when the search results appear on the page, this title is attracted, directly affect the query's click Will. The more the search results, the more the engine puts it in front, which is a visitor-participation seo.
about the attractiveness of search results, Ho Tian previously wrote a "disguised improve rankings: ranking on the first page of search results how to increase the click rate", talked about how to attract the query, by the way listed here for reference.
Summary
This period is the third phase of the network marketing research, the first two phase of our preference for SEO, starting from this period, began to gradually strengthen the network marketing of the full angle of discussion. This with the Red Engine Network Marketing Community revision happens to be synchronized, the new version of the community we have increased with the business promotion and website design related to the forum. Red engine is not limited to SEO, but positioning in the integrated network marketing exploration.
the three most impressive parts of the current report are: Jia Lun, CHRIS.E and PYLONGZX. Their global marketing vision and the positive grasp of the core interests of enterprises, give me a lot of inspiration.
In writing this summary, Ho Tian did not refer to everyone's ideas in any detail, but merely referred to some representative views. The summary does not replace the detailed analysis articles for each speaker, and I recommend that the reader read the analysis of each of the speakers in detail. These analysis angles are different, there is a little detail, there is a shallow, it is important that you not only read the article, but with a positive exploration of the "People" in the exchange, when there is a need, you can always find themselves.
in the third report, we took a pay (red yen) reading way, the pay standard is very low, a quality article price of 5 red, equivalent to a post to get points. The purpose of this design is to make the members of the study report seriously rewarded, to increase their wealth of red, the wealth in the future will be in exchange for Red Network Marketing Club special services and interests. But we do not take into account the desire of the writer to read more, the above price has created a certain threshold, to a certain extent, reduced the reader. We will consult you on the next issue of the study.
Last broadcast a small piece of advertising: Red Engine network marketing case study and free online evaluation, welcome to participate in the business community. In particular, if you are willing to provide the necessary information and information to some extent to the experts, you will be able to obtain better quality consultancy services. The general enterprise is unlikely to get so many experts at the same time, to participate in such academic activities for business opportunities is very rare.
Author: Ho Tian
starting: Red engine SEO Case Study www.hongqing.org
