E-commerce website SEO case and analysis

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Some time ago a friend asked about travel websites and shop seo problem, just Nia translated a related article, I hope to help. (the example used in the original is a foreign hotel, in order to facilitate Chinese users to read, instead of the domestic hotel as a sample, easy it note)

SEO (Search engine optimization) is sometimes wrongly considered a single, one-off sprint, but the fact is that it may be more like a marathon. Search users rarely get to your site through the first search. Therefore, SEO if you can pass an optimization can allow users to search some popular keywords (words) to reach your site, it may be deceiving themselves. I drew a simple flow chart of the user from the purchase intent to the final purchase and evaluation to illustrate the process.

Customers from the purchase intention to purchase the product process and the corresponding SEO strategy

In the example above, if the hotel is simply directed to optimize the "Lijiang hotel" keyword without optimizing the rest of the steps, it may lose the opportunity in the steps of "channel discovery, brand survey and evaluation, branding research, and conversion optimization." An internet marketer with a comprehensive quality solves these problems through the process of discovering products by a common user-passing the value of the site to the user by affecting each loop in the process.

Here is a description of each step associated with the SEO:

General search: For small brand sites, in those popular, competitive keywords you are very likely to be unable to win the search results. However, there is no reason why you will not appear in a Wikipedia entry, blog or blog comment, or be covered by an article or a Web site directory. If none of this is possible, then you might want to consider buying some ads on a page that has a very strong search results page (especially in today's market, where CPM ads may be cheaper than the CPC ads of search engines).

Market Segment Search (more deterministic search, easy it note): This may be your first place to rank, as long as you don't ignore some of the indirectly relevant keywords in the process of discovering the product (although sometimes the correlation is not so obvious). Put yourself in the customer's shoes (or, better yet, communicate with customers to listen to what they think and how to do it, and then find a keyword that is different from the sales product and is likely to reach the target, and create some great content that might get the 第5-10名 of the search results page rankings.

Brand Discovery: This is a classic SEO technology phase. Study the most relevant and high conversion phrases, analyze competitors ' websites, and discover the links that can be created by creating content and getting rankings.

Brand survey and evaluation: only the user clicks into the purchase, the battle is finished. When queries that are clearly targeted at your product (brand or company) increase, you should understand that the purchase process and the results may affect how the content of the Web page is perceived. Sometimes it is enough to provide quality service, and sometimes some critical criticisms need to be written down. On the other hand, you may need to carry out some "SEO reputation management" Activities to promote your praise and reduce the impact on your bad reviews.

Brand Navigation (site navigation, easy it note): Although this should be available through the simplest queries, it provides opportunities for further site optimization. Carefully control and select your site links (sitelinks) in search results, pay attention to the top 5 search results, and even spend some money on paying for the brand's words (research shows that combining the original search results + paid ads can provide both conversions).

Buy and place orders: it is common to inquire about key words such as "discount codes (coupons)", "Coupon Codes", "Big discounts", and so on, especially for companies and individuals who sell products directly through the website. It's up to you to decide whether to share some of the profits with your users and those who are more rational, and we find that in such an activity, you might get more conversion rates with the word "saving".

Evaluation: It is wise to browse for products or content that are of interest to the user, and it may be a smart way to study the long tail keyword for a product or brand. (So you can be sure that the search engine will use the content on your site as a default search result, and that the accuracy or motivation of other sites will be questioned before competitors or other evaluations are made).

I don't want to complicate the SEO process too much, but if you ignore the important paths that customers search and discover, you may miss out on some good opportunities.