Dry Goods: Share five years of experience in the network promotion of Electric business website

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Why write this article?

Mainly because the road is very difficult, and few successful people will be their own promotion process, experience to share. Because all walks of life are fiercely competitive, most of them only know how to promote the channel, do not understand which channels are the most suitable for their own, which channels to promote the conversion of high, which channels of the flow of large and so on, this should be based on their own actual situation, such as the need for brand promotion, then show a large number of promotional channels Take the display class of advertising channels, most of the display class Pay-per-click Ads, its display is free. Another example need to really have the next single promotion, then they need to flow source and final conversion effect for complete statistics, to test which channels of high flow quality, to convert to high, of course, to choose some can have a user-directed promotion channels, there are more directional indicators, such as: gender, age, the user's purchase intention ... Wait a minute.

Of course, the channel mentioned above refers to the way to get traffic on the network, or the source of traffic. The ultimate effect of electric network promotion is nothing more than two: one is to bring paid traffic to the site, the second is not to spend money for the site to bring natural traffic.

Pay flow

Let's talk about paid traffic first. Because paid advertising is the main support of all the electric Dealer's website, it is very difficult to make the electric business website bigger without the advertisement, perhaps can say completely cannot do. Pay the form of a lot of advertising, if the use of good, 10 dollars of advertising can be used when 100, if the use of bad, 100 can not be 1, the following mainly on a number of mainstream advertising forms, with you to share the experience.

1, search engine bidding category ads

Search engine promotion is mainly bidding, is based on key words, advertisers in accordance with the price of each keyword Click to compete with competitors, and then click on the total number of times to the search engine companies pay the model to promote. Of course, the summary here is relatively simple, bidding ranking is so simple to click on the unit price, the final payment amount is not only to press (click x Unit Price = Payment amount) So simple, is based on the quality of the keyword, the following a single and other factors of the comprehensive plan out, here is just the first approximate concept, Detailed calculation rules are not described in detail.

For the electric business, no matter in which industry, competitors are more, but the competition size of different industries and the current industry's popularity, so each industry, their degree of competition is not the same, this is directly related to the industry's overall price of the key words.

Below take Baidu search engine bidding for example details of the operation details.

Baidu search bid: In the domestic dominant position of the search advertising is well-known, of course, Baidu search. This is not to mention Baidu search and other searches accounted for, mainly talk about the promotion of skills. First of all, there are a number of key points, it takes a long time to experiment with a lot of advertising fees can be smashed out of experience: Account structure, the division of Speech, Keyword link parameters, Word classification, account operation details, API utilization, keyword optimization.

1.1), Account structure

Because the search habits in each region are different from the purchase requirements, the key words in each region's unit price also has the very big difference, if each region's word does not treat separately, will appear the advertisement expense situation, the same key word in all regions bids all the same words, the same unit price not hot area can row to the first, In the most popular areas may not even rank, want to compete with competitors to the top area to the first, the price of other areas is high, so that the same flow of expenditure increases. All plans are divided by region, and they can save a lot of money. The following refinement unit division is subdivided in part of speech.

1.2), the Division of speech

In the search recommendation, the information displayed to the user has two sentences, one is the title, two is the description. This setting has two settings in the admin background, one is to fix the title and the description, the other is to use wildcards. Fixed mode settings, in the advertising display is difficult to see the word red, the user is quite low click rate, so the wildcard is very applicable. A wildcard is a keyword that can be inserted into a caption and a description. This has the red key words, the click rate is relatively high. But if you do not pay attention to the part of speech, the description will read not unobstructed, will appear faulty, described in the background management is also called creativity, a description is a creative. For example: Buy the keyword is a noun, t-shirt, dress ... And so on, then a creative: to buy {wildcards} on the full good cargo network. Users in the search for T-shirts will appear in your ads: to buy a T-shirt on the whole good cargo network. But if there is no part of the speech to build creativity, the back of the user search "which T-shirt quality is good", the effect is to buy which T-shirt quality good on the whole good cargo network, it is not fluent. And the general search in the query Word users, the intention is relatively strong, such as: woolen coat where there is sales? This is generally a single probability is relatively large, so in the account optimization of the part of speech to the district is also very important to separate. Create different units for different parts of speech and create different ideas (that is, the description above).

1.3), Keyword link parameters

Many company promotions are not in the link background with parameters. Here the parameter is mainly for statistics of the effect of keywords, in the link to keep up with the current link in the account, plan, unit, keyword, the more detailed the better, of course, the site's statistical tools to make a strong point, the current use of the best statistical tool of course is GA (Google Analytics). The more detailed the parameters of the belt, the more accurate the tracking effect can be traced, followed by the optimization of the keyword route is more clear. Which words effect good, which is bad, tracking the quality of the traffic can be all the bad words all shielding, no effect of the keyword was killed, do this step, advertising costs at least half to save. (Here the effect is good and bad, not to see the flow of large and small, but bring the transformation of large and small, this conversion index of each site is not the same, with their own site business to set, some sites with a single quantity, some sites with the registration amount ...).

1.4), the classification of the word

This step is in the early period of promotion time, can see the popularity of the word, to do this work. The general account is small, the sale fee is relatively few company, the rank also can not see what difficulty. When a single account of the word reached a quantitative, there are hundreds of thousands of words, this time if the word is not graded, not to distinguish key words, maintenance is quite difficult. In the company to engage in a big event, with financing to sell ... And so on, now to increase investment, to increase the flow, if not graded, can only raise the whole account, so that there will be a large part of the money is still in the water, the division is not clear priorities. It's not an exaggeration to say that a wasted amount of money could burn out one months of wages for all employees in a given department.

1.5. Operating details of the account

The key to the account before adding the structure of the first plan well, later if you want to delete, move, the whole quality of the keyword is gone. Although there is a transfer of the function, looking at the quality of the following turn, but also need to audit, feel the quality of a certain impact. The whole account, plan, unit will have quality degree, this quality assessment and the current keywords in the unit or plan all words click-through, the target page loading speed, user experience, bounce rate these are related. This quality is an important indicator of competition with other competitors, the quality of less than 3 stars can only be displayed on the right-hand side of the search results page, more than 3 stars to qualify for the promotion link on the left. Quality will also affect the click of the price, high quality of the click Price will be lower. Of course, the quality of this there is no artificial intervention this remains to be verified, personal feelings will have some intervention.

1.6), the use of the API

API is a good thing, the larger the account, the greater the workload of the staff, to a certain degree behind, only by artificial on completely maintenance. For example, suddenly there is a product that is less classified, promotion effect is not good, need to change the target link, then promote this classification of all relevant keywords will have to change all the links, manual to change is not too hard, plus to all the links plus can distinguish the quality of participation, but also a very large workload. This time the API's role is quite large. Can reduce a lot of manual work.

1.7, keyword optimization

Keyword optimization is based on the above steps, the flow of all traffic, the flow of the transformation, the flow of the refinement of the source have made meticulous tracking statistics. In the report after the statistical quality evaluation, the quality of the word to tick out, suspended or deleted. Always pay attention to adding words that don't exist in your account, like many long tails.

In addition to Baidu search, there are Google search, 360 search, Sogou search, Youdao Search and so on, of course, the other accounted for is much smaller, the support of the API is not so strong and robust Baidu. There are a lot of details in the search bid, anytime is not clearly described, the search is simply shared here. Summary: Baidu search flow is big, the price is relatively high, good quality conversion high. 360 Search current traffic relatively small, the price relative to Baidu a lot cheaper, good flow quality conversion high, but the amount is small. Google search before the volume is relatively large, the current volume is small, but the quality of good conversion high. The amount of other searches is much smaller, but the quality can keep up.

2. Display Type Advertisement

Display type of advertising a lot, the Network Alliance (Baidu Network Alliance, GG Network Alliance, Tencent Wide-point, 360-point guess you like 、...), Micro Bo (Tencent, Sina ...) Wait a minute. Display ads mainly pay attention to the provision of materials, creative updates, the return of visitors. Summary: Display advertising flow quality and transformation relative search, to a lot of difference, but the price relative to the search for cheap, large amount. The user's orientation is not good, search to the user intention is relatively strong, display class advertising control on the relative search is weaker.

3, navigation ads

More navigation sites, but the quality are some of the first line of navigation: hao123.com, 265 navigation, 360 navigation, Firefox navigation, 1616 navigation and so on. But the overall effect is much worse than the search and networking league. General navigation site ads suitable for a certain reputation of the site, the effect may be very good. The general Web site, calculate the final click on the unit price than the search and network Union High, and the quality is very general. The quality of other uncommon navigation sites is completely needless to say, and quite a lot worse.

There are also traditional advertising, such as television advertising, other media advertising, these ads are expensive, appropriate brand promotion.

Ii. Natural Flow

Natural flow is probably the following categories: By the search engine's natural rankings to get rankings, the flow of guidance (SEO). By users to share to micro-blog, space-guided traffic. Forum Marketing, the flow of water led by the Navy.

Natural flow is not necessarily free, like the flow of SEO, optimization process is required to invest a lot. Here's a simple way to share your experience with common natural flow methods.

SEO mainly from two parts: the original content of the site, outside the quality of the link.

1, the construction of the website itself

The construction of the site itself is also quite large, the site structure of a but fixed, when there is a certain SEO rankings will be difficult to change, if the change of structure, ranking is difficult to rise again, serious situation is likely to be a certain level two domain name K or the whole station by K. The site structure here refers to the structure of the site URL, on the other hand, the page HTML tag structure corresponding to each URL.

1), URL structure

Relative URL One This is the equivalent of a new page, than the page structure of the changes in the ideal for serious. For example: x.com/cat-a/list-b/into x.com/a/b/seems to be a short URL, but the page is already new, must search engine to index new links. The previous page was 404.

What kind of structure is conducive to SEO optimization? The main thing is to have enough directories, these directories to be able to well strung together, forming a network structure, each directory to be able to highlight the different SEO information, the content of each directory to have enough, the original degree of high internal pages, Of course this page does not necessarily have to belong directly to the page in this directory, you have no page on the front of the label page, the contents of the list are all taken from the other directory within the page, but as long as the content, as much as can get a relatively high weight, only if the directory below the page, the weight of this page can get the support of the inside surface, Like the pyramid, the more pages you can pass the weight to the directory, you can top up the directory. If you can do to all the site tag attributes, all of the tags are strung together such a structure is the best, of course, if you can combine attributes to form more long tail word tag page that better. In summary, the directory structure, which has enough content to support these directories, is very good. If there is no inner support on the front of the table, the content is not rich enough, the update is not 跢 real-time, then this kind of catalog or tag page is not very meaningful to build.

Why mention the update of the immediate directory more the better, the reason is very simple, the same keywords, competitors if the page, and you are the directory page, then you in the site weight of the same situation, your directory page is more than others within the dominant page. Similarly, when your home page keyword and other people's Directory pages of the same keyword, then the site weight of the same case your home page than other people's Table of contents optimization. So use the form of directory to optimize the effect is the most ideal, at the same time, the directory structure of the more shallow the better, quite this is relatively, in the case of shallow can be as shallow as possible. However, if there is a level two or three directory, the level three directory will top two level, two will be the top one, the level will be passed to the root directory weight. If the words in some industries are too popular, and the optimization of the relatively high degree of difficulty, you can build multi-layer, because the top layer after multi-layer content on the front, weight accumulation will be higher, but generally not more than three layers, more than a few layers of crawler crawling difficulty increased. This multi-layer structure in the same update level, compared to the structure of the number of layers, the level of the weight of a relatively high, but if the number of layers, all of the structure of a directory, the average weight of all directories is relatively high, but there is no more than a top page. So in the case of large index words, multilayer advantage, if it is in the index general, ranking optimization difficulty relatively low situation, the layer of the structure of the optimization, which depends on the specific circumstances.

2), page label structure

Search engine to crawl page data, is the page's tag structure to crawl the text information of the page, will filter out all the HTML tags. But this structure in the first time when the search engine will store the label structure of the page, when the next time to crawl, the structure changed, if the weight of the site is not high, crawl when the search engine will think that this page is still changing. Not stable enough, will reduce the right to the page, this drop right will also affect this page corresponding to the directory, and even affect the entire domain name. But compared to the directory structure, the page's revision of the penalty is relatively much lighter. Of course, the most important title of the page, keyword and description of the contents of the label this is the most important indicator of content, it is well known that there is no more to say.

2. Excellent links outside the station

The quality of the link outside the station added high-quality two words, if the accumulation of garbage is not a long-term link, the long-term development of SEO does not benefit. And Baidu's blow to the external chain is getting tougher. The chain has two points of use, one is to attract spiders, the second is to transfer weight. Get outside the chain of methods a lot of links, publish soft text, blog group, Station group, Forum.

1), Links

Links must be linked to a relatively high quality links, no SEO is not good for the disadvantage, because irrelevant links will dilute the site's key words. This is not much to say, in the essence is not much.

2), publish the soft text

Soft Wen published, this link is faster, the article is written well reproduced on many, but also very likely to be mistaken for the search engine is cheating, because in a short period of sudden flow of inflation, the index soared, but in the long run is good. Of course, this way for most of the experience of the webmaster is a little bit higher requirements. Here is a little more important, do not send everywhere, to the weight of the place, choose one or two or three or four sites enough. Also in the essence not much.

3), blog group

Choose a blog is also more critical, choose some of the higher weight of the blog, if it is an international station, then similar twitter,facebook such as high weight is a good choice. Domestic station to choose Sina, Tianya, Baidu Space, Sohu ... It's good. Not too much, 6, 7 blog enough, a few blogs adhere to the update, and then all the blogs strung together to point to the site, the weight passed to the site, this is a simple model. Of course, the blog can be further in-depth, as well as the advanced point of the open loop mode, register more blogs, all the third blog to point to just the 6, 7 main blog, but the main blog's last two blog does not link to form an open loop, in addition to open the ring just a simple model in the outermost layer also has a small blog, This model works better, but the workload of the update increases a lot. It's not easy to keep a blog weight.

4), Station Group

This model and blog difference is not, this is easier than the directory optimization, to optimize the industry focus on the long tail of the word optimization, and then the main station service, but do not good is easy to be fined, but even if not to do the evaluation of the link, this way to promote the brand is very good.

5), Forum

In this way, individuals feel more tired and ineffective. If you want to do well, or with the same as soft, need a higher writing skills. If you simply send a link everywhere, advertising information and other low-level practices, not recommended, not long.

The general direction of promotion is like this, but the details of things need to be hands-on. Of course, there are a lot of other advanced methods, but also welcome everyone to share! I've probably had so many online promotions. You are welcome to criticize me.

Finally, I wish all webmaster less detours, to the company bigger and stronger, listed, check the details. Because promotion is the first step of all company drainage, with the flow, all the other things can be driven up!

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