Dry Cleaning Industry SEO Case Study

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

I. Competition Analysis

For the dry cleaning industry, seo competition situation, Jia Lun summed up quite in place:

"The dry cleaning industry has always been a very competitive keyword in search engines, feedback from the industry as a whole the search engine keyword search is also with them to bring a lot of business, especially in Shanghai many large dry cleaning franchise enterprises are through the Internet and rapid development of his franchise, and even some enterprises to 90% The promotion cost all on the Internet. This has increased the dry cleaning industry in the search engine competition, Baidu's "dry cleaning" keyword First has been bidding to more than 30 yuan a click, and Google's dry cleaning related keywords from the first page to the third page to see the traces of optimization, and are operated by professional companies, Many dry cleaning businesses have more internet marketing costs than millions. ”

Jia Lun will report named "Competitive unpopular word optimization", the image reflects the site of the industry's SEO characteristics, because the industry's website are doing optimization, and these keywords relative to other popular keyword search volume is still very small.

Two. Website target, audience and keyword analysis

The following is part of the relevant keywords of the monthly average Baidu index, caper bought all these keywords Baidu promotion:

Dry Cleaners 1983, dry cleaning 1781, dry cleaners joined 1759, dry cleaning machine 1128, dry cleaning joined 1081, dry cleaning equipment 360, dry cleaning chain 292, dry cleaning chain 216.

Black dream that the search for generic words, though large, but the customer conversion rate is not necessarily high, according to caper own business and site positioning to conceive the key words are the most important, such as: dry cleaning to join, dry cleaners to join, dry cleaning chain, dry cleaning chain, etc.

It is generally believed that the site lacks the overall plan for the target keyword. Includes: 1. corresponding to different keywords to establish targeted optimization page, 2. Focus on the main keywords, the establishment of long tail keywords;

CHRIS.E specific suggestions on how to set up targeted pages for different keywords. He mentioned:

1. "Dry cleaning to join" and "dry cleaning shop to join", made into a two-level landing page

2. "Dry cleaning chain" as a landing page

3. "Dry Cleaning machine" and "dry cleaning equipment" Merge a login page

The keyword density of each login page remains in 3.5%~4.0%, other SEO elements are optimized as usual.

Three. Home analysis

Most of the reports on the homepage of the site has been criticized, and gave suggestions.

Title:

Redesign the page title and header area label contents.

To take advantage of the title of the most important first word group, the current title of the special fancy to be canceled.

Code, preferably in order of importance.

Picture aspect

1. Change the site logo from the original background map and add the Site page link and alt attribute.

2. Picture add Alt attribute (mostly left navigation bar).

Home Code aspects

Black Dream suggested that: Optimize the page code, the main content area of the code in advance, change the current page layout mode, such as the theme text content on the left side, and the Forum landing box and the following picture placed on the right.

Many people suggest to the home code to lose weight, now too bloated. In addition everyone also proposed to reduce the use of JS

Home content

Home should add a few pieces of content, will join and chain, such as part of the content filled in

Home Links

Charles pointed out that the first page of the link resource waste is very serious, some of the important guide pages are not mentioned, such as joining caper information Guide.

Four. Website Structure analysis

The following issues were unanimously noted:

1. A large number of page titles duplicate or similar

2. The content page uses the forum more, the title directly links to the forum post

3. Flash form of navigation

Windear found this site Baidu included very bad, only a few pages. Estimates are related to a large number of page titles, descriptions, repetitions, or similarities.

Longhainet commented that each page title and description, should be with the content of the page to write, but this site did not do in place, the title change is too small, described exactly the same, such practices in the Site SEO optimization is a big bogey.

Site content page more using the forum, the title directly linked to the forum posts, but also a general criticism of the issue.

From the length of the home page, the vast majority of the Forum's content call page, the entire site's data volume is also concentrated in the forum. Rivers and lakes Drift estimate, the website's designer is wants the website forum to realize the visitor and the cobberge.com interaction, thus enhances the entire website to the visitor's stickiness, enhances the potential franchisee's interest and joins the success rate.

But the content page uses the Forum form, from the SEO angle may be disadvantageous, relative to the independent page, the forum to the search engine optimization executable power and the operation difficulty are slightly bigger.

It is generally recommended that the navigation section discard the use of flash, instead of text link navigation, anchor text based on dry cleaning.

CHRIS.E The structure optimization of this site gives a more comprehensive proposal:

Web page structure to use DIV xhtm structure, using DIV to the top left corner div layer positioning, the main content of the page on the layer and placed in the front of the code, easy to search engine grab text content and increase the main text content display rate.

Pull the main navigation bar from the flash inside, the navigation bar inside the effect of using DIV+CSS+JAVASCRIPT implementation. Add the 4 login pages to the navigation bar, and then move the Sitemap from footer to the main air bar.

News headlines include "dry cleaning" as much as possible, subject to dry cleaning. All pages title, Meta description, keywords need to be rewritten, and must be written according to the content of the Web page (all pages of the IBM China Web site are written one at a time.) )

Give up the use of the forum to publish news, press release system to release news, add related article links and message Board (forum is the interactive platform between customers and enterprises, not news information release platform; and the forum has a common problem is no relevant article links)

In addition to the above issues, we have commented on a number of details, such as:

1.wkcow and wind marks, and so on point out that URL naming can improve the place. For example, the first navigation bar under the link (about1.aspx, company introduction, about2.aspx, Brand interpretation) is not appropriate, can be replaced by pinyin or English naming method. Forum and directory naming as far as possible using Pinyin or English, do not use numbers and other difficult to understand symbols, because most of the flow from Baidu, more recommended the use of pinyin, such as the use of Chinese pinyin jiameng to join the page.

2.endy2000 that the home, homepage, and other words to the site or page keywords, such as "home" replaced by "card Pak Dry Cleaning chain" will be better.

3.charles found that from the site map http://www.cobberge.com/sitemap.aspx look at the structure of the site seems very clear, but the actual site design does not exactly follow this flat structure, map and site column links are also different steps.

4. Some members suggested that static pages should be used, not mostly dynamic pages.

5.bconline such as the discovery of individual pages piling up a lot of dry cleaning related keywords, although may be unintentional, but may be search engines as cheating.

Five. External chain analysis

Jia-Lun found that the dry cleaning industry is ranked in front of the site, a lot of keywords are through the old cliché of the form of mass links to improve up. Overall, the site external links to work or do a good job, there are some high-quality Web site links.

CHRIS.E to the site how to develop high-quality outside the chain, put forward some detailed suggestions:

Do research or survey, the media is very fond of these data (such as people's understanding of health dry cleaning, dry cleaning market research, chain dry cleaning shop coverage)

Work with industry portals to provide them with industry press releases and exclusive messages with links to their websites.

Build blogs for outstanding employees and encourage them to update them daily.

To Alibaba and other business-to-business websites issued trade bulletin supplies dry cleaning equipment and attach their own website links (can be in the price of efforts to filter some of the customers)

Web site Submission (hao123, 265, dmoz, Yahoo directory)

Six. Content analysis

We appreciate the content of this site and the speed of its renewal.

Black Dream from the network marketing point of view to the content construction proposed: How to set up and targeted content from the angle of user's requirement, such as: Joining Flow, joining advantage, operating system, operating training, successful case, interview of successful franchisee, joining notice, dry cleaning industry characteristic, market prospect, how to inspect local market, etc. And how to express these content, the site has yet to be improved.

Seven. Customer Experience analysis and network marketing analysis

From the user experience, direct users to the form of the forum is also open to discussion, the Forum form and the formal business information to be passed may not match, not conducive to user confidence-building. Black dream that the specific content page can be combined with the forum, so that users know that the forum has related topics in the discussion, the forum should be on the content of the site is supplemented, is interacting with customers platform, rather than information platform.

KYW to caper company more familiar with, found caper some service advantages did not show on the site, for example, they will use the handlebar to join the people sent to visit their training base. and suggested that the "best store" directly to the home page display, similar to "blog star."

As a result of fierce competition, the site is mainly to auction ads, supplemented by SEO. CHRIS.E recommends:

1. Create a separate login page for each keyword, add statistics software at any time to monitor the flow, and at any time according to statistical data on the page for appropriate adjustment or optimization to improve customer conversion rate.

2. Write different advertising slogans for each paid AD (advertising title and description)

3. Each paid advertisement should contain a keyword for the advertisement.

4. Give each keyword more than a few advertising version, test to see which version of the conversion rate is high on which to use.

Eight. Summary

This issue of case study, is the Red engine SEO team after the first discussion, compared to the previous period as a test of Mango network case, reported the quality has been promoted.

In the next issue, we recommend that you choose one of the following ways to analyze:

1. Comprehensive approach: systematic, hierarchical observation, can refer to the proposed Analysis template (forthcoming)

2. In-depth approach: a single project, such as keyword analysis, from the perspective of the best interests of the enterprise in-depth and detailed analysis