How to make a combination of free flow and paid traffic

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Free flow refers to SEO, links and so on, pay flow refers to a variety of clicks/show/Effect paid advertising and monthly advertising.

Pay flow like Western medicine, fast, clear effect, but the cost, short effect, free flow like traditional Chinese medicine, slow, uncertain, but long-term income, comprehensive cost low. The combination of paid traffic and free flow is the combination of Chinese and western medicine, which can meet the demand of short term benefit and the overall cost is low.

Paid traffic and free flow is not just a combination of relationships, paid traffic has a great boost and complement to free traffic.

A． The necessity of combination boxing
The need for free and paid traffic combination operations can be seen at least from three dimensions:

1. Time dimension
Time pressure has a great potential impact on network promotion, which is not fully understood. Most of the Web site owners are eager to see the effect of promotion, this mentality greatly affect their tendency and judgment, in the early planning fully consider this "irrational", very important.

To SEO, for example, SEO is a slow work out of the malt, to obtain a good stable effect, it takes a long time, and the results are uncertain, if the beginning of too dependent on SEO, whether or not SEO is their own or pay for people to do, short-term behavior of the tendency will be larger, Easily lead to ranking instability or the consequences of the engine penalty. In order to reduce the SEO time pressure, it is best to promote a part of the site in the initial budget to pay for the flow, so you can immediately get a certain amount of upfront traffic, to help the site owners early on the interactive effect of the site test, and gradually accumulate basic visitors. The website main heart itches slightly, can give the SEO big loose degree, to finally achieve the good result of the win is very advantageous.

2. Cost dimension
Paid traffic, no matter how to improve the optimization, is a kind of rigid cost, if the flow through free to reduce the average flow costs, the enterprise's profitability and competitiveness will increase significantly.

In the same network promotion budget, from the "average flow cost" angle, there is free flow of the site, can be compared with no free flow of the site to pay higher prices. This is a bit like the stock, if you buy a stock at a high level, then a little more at the low level, you can lower the average cost of ownership of the stock, so that you get a better cost advantage.

SEO is the subject of free flow. The SEO is said to be free flow, just relative to the engine, to get good results, pay the professionals to do is more worthy of the method. Survey shows that the same effective flow output, SEO cost is much lower, from this point of view, SEO can be regarded as a low-cost fixed-cost engine advertising, it is to pull down the average flow cost is very good. To purchase paid traffic-oriented site owners, should set aside a portion of the budget for professional SEO.

3. Coverage dimension
If the SEO is very successful, the main keywords ranked in the engine's advantageous position, whether it does not have to do pay ads? Not。

SEO coverage is usually limited to ensure that each target keyword can be SEO on the engine results favorable position, and sometimes in order to highlight the main keywords, have to give up the secondary keywords. At this time, can be used to supplement the pay flow, less competitive secondary keyword, lower cost, you can use a lower cost to obtain a better effective flow coverage.

Two． Different stages of the combination boxing focus
At different stages of the site lifecycle, the input mix of free and paid traffic is not the same.

1. Design phase
SEO from the site planning, design began, in the beginning of the design should be introduced SEO elements. If it is a commercial website, before designing the website structure, should introduce the professional person to the keyword choice, the website level structure and so on to make the plan. This phase should schedule the SEO planning budget. Refer to demand behind demand

At the same time, the research and testing of the paid traffic channel should begin.

2. Online stage
Website just on line, the urgent need to observe the user response and accumulation of early popularity, at this time pay flow and PR publicity is the operation of marketing promotion of the main body. This phase, should be based on prior research or testing, select input and output than the ideal channel for rigid input.

But at this time should not ignore SEO, a large number of external links to increase the important work of this stage, this work can be outsourced, you can do it yourself.

3. Optimization phase
After a certain period of operation, regardless of flow is paid flow, free flow or back flow, a variety of flow of the source ratio of basic stability, the site owner has seen very clear the potential and value of various flows. This is the time to start the depth of optimization work.

The optimization work is endless, the cycle. Regardless of pay flow, free flow or back flow, there is a lot of optimization and tapping potential space, but at every stage, we should have the focus of optimization. Depending on the priority level of each flow, Ho Tian that the focus of optimization should be sequential:

1 if the rate of low, or business target conversion is low, first focus on optimizing the site performance, change the visitor experience. Reference to the "SEO is just a predecessor process."

2 If the cost of the paid advertising unit is high, try to improve the output of the unit budget by means of keyword substitution and advertising channel replacement. If the rigidity cost is too high or inefficient, it should be adjusted as soon as possible.

3 If the free flow ratio is low, then increase the SEO input

Three． A place that is prone to error
1. Not in the planning link to introduce SEO
As the saying goes, disease to shallow Chinese medicine. In the site planning phase of the introduction of SEO, and in the site life cycle in full implementation of the SEO requirements, can be from the fundamental structure and behavior habits to establish SEO innate advantages. Having a congenital advantage is a lot easier than trying to get results.

I think that in the planning phase should be introduced to the highest level of SEO. The money spent on this stage will be the most rewarding.

2. SEO Short Term
SEO short-term harm very much. A good site will always have the opportunity to get the bulk of the benefits of the engine, and if the short-term behavior is penalized by some or some of the engines, then these long-term benefits are not available, or need to pay additional costs, not cost-effective.

Ho Tian's view is that if your site is put into the heart, is your baby, then it is best not to have short-term behavior. Pay ads When you need short-term benefits.

3. Limit your thinking and go to the bridge
Taking paid traffic, for example, is also a budget that does not necessarily have to go to the bridge of the bidding ads. After reasonable planning and testing, the money is used to ask people to write soft, write stories, for monthly advertising or advertising alliances, and direct output and comprehensive income may be higher. If the traffic target of bidding advertisement, SEO and so on is only the intermediate goal, and the final visitor behavior as the harvest goal, the thought and space may enlarge a lot.

Examples of key words are also very illustrative. Point Stone Zac in the "Long Tail theory and SEO and network marketing" This rather classic article mentions that now the trend is that more and more seoer will not confine their time and energy to the main target keywords, but will spend a lot of time to expand the keywords, slightly larger websites from those long tail keywords ( That is, a small amount of search, but the number and change a lot of keywords to get the flow of total Web site traffic accounted for more than 50% or 60%. Therefore, if you only focus on squeezing the key words of this log bridge, will be wasted.

4. Paid advertising lacks testing
The water for paid ads is very deep. On the one hand, there are a lot of waste (including click fraud, improper advertising, bad clicks, low commercial conversion rate, improper keywords, etc.), on the other hand, there are a lot of substitutes for PPC (monthly advertisement, advertising Alliance, etc.). Also pay, a piece of money to pay to go, good and bad effect has difference.

One way to improve paid advertising revenue is to listen to expert advice and, more importantly, to small-scale testing. Can be in the website before the official line, do some simulation site to target visitors behavior as the test object, test various channels, keywords, advertising language input-output ratio.

Pay advertising optimization of the space is very large, but because the content is very miscellaneous time is still short, also in the stage of Shen Nong Taste of Paraquat, the theory and summary is relatively insufficient, the experience is not enough, this more need the website and network marketing personnel to do more testing, do a good test.

How to do the test, this is a very worthy of discussion of the big topic, if you are interested in this topic, please add me msn:lianyedong@gmail.com, or qq:259319, we together to do more in-depth thinking.

In the final analysis, free flow and paid traffic are for the purpose of the site owners, but intermediate products rather than the ultimate product. Combination of methods, the means of optimization may be many, as long as a firm grasp of the ultimate goal, rather than mistaking the intermediate goals as the ultimate goal, to obtain innovative ideas and correct judgments, it is much easier.