How to get out of the website's SEO confusion

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The traditional advertisement SEO company, nobody dares to say oneself in doing the marketing, all is says oneself in the advertisement, similarly, the network advertisement also is only the network advertisement, is not the network marketing.

Believe that many people have heard in the contact SEO, then what is SEO? SEO is the English search engine optimization abbreviation, which means that Search engine optimization (www.sixseo.cn). Use tools or other methods to make your own search engines to achieve a better ranking (that is, often said site optimization). Compared to the front of the emblem of the network advertising classification, you can find that the so-called SEO is just a "search engine advertising." and any search engine advertising, but also advertising, there will never be any search engine marketing and so on, because marketing is not only advertising, not to mention search engine advertising is only part of the network advertising, basically belong to the "network Marketing" grandson level, how dare to jump to the son level, and even want to jump to grandpa

One kind is "the network public relations", this kind of characteristic is, the mouth is the event marketing, the Word-of-mouth marketing, the forum hype and so on. Especially when Zhou began to praise Word-of-mouth Marketing, more and more people talk about the so-called "network hype" and other topics, in fact, all of this is "network PR" just.

PR is the PR relationship, according to the definition: "Public relations is the social organization in order to survive and develop, through the dissemination of communication, shape image, balance of interests, coordinate relations, optimize the social psychological environment, affect the public science and art." Public relations is a kind of activity and function that a social organization uses various communication means to make itself and the public understand each other and adapt to each other. The three elements of PR are social organization, public and communication. ”

Then we look at: "Event marketing is the enterprise through the planning, organization and use of celebrity, news value and social impact of people or events, to attract media, social groups and consumers of interest and concern, in order to improve the visibility of enterprises or products, reputation, and establish a good brand image, And ultimately to promote the sale of products or services means and methods. ”

"Word-of-mouth Marketing is the enterprise in the investigation of market demand, to provide consumers with the products and services they need, while formulating a certain Word-of-mouth promotion program, so that consumers automatically disseminate the company's products and services of good evaluation, so that people through word-of-mouth understanding of products, brand building, strengthen market awareness, The end of the enterprise to sell products and provide services. ”

"Generally speaking, commercial hype is for profit purposes, and in a period of time for a person, a certain thing, a product for centralized, continuous, a certain scale of publicity, cleverly" create "a selling point of the news, attract the media to carry out a wide range of reports, the formation of" news hype. " Now, the commercial hype is mainly through the news hype to achieve. ”

See, which one is not in the PR category?

In fact, as with advertising, PR is only a component of marketing, advertising more by hidden means to promote, public relations by flexible means to spread, but they are only a part of the marketing of communication. Not the whole marketing. The same reason, "Network Hype", "online Word-of-mouth marketing" and so on are just so-called "network marketing" part of it.

Third, SEO, Alibaba and search the house of the laughingstock looked at the previous analysis, perhaps a lot of people think that these things are more theoretical, business as long as useful on the line, then let us look at these erroneous theories bring consequences.

First of all, we look at the laughing stock of SEO, since Tong Early wrote a few books about SEO skills, and later more and more people to join this, especially in the past few years SEO flying, what "point Stone Team" and so on, all day "analysis" the so-called "network optimization" skills. But unfortunately, Tong is smart, quickly found that the limitations of SEO, quickly from here to turn around, and such as what "point Stone Team" belongs to the more silly type, the previous analysis, SEO is only a part of the network advertising, SEO done well, is just a search engine advertising just. He can not solve all the problems of "internet marketing", even communication problems can not be solved, just a way. As a result, users do SEO anyway, the effect is always limited, the cost of SEO is higher, the user is not as direct to do click ads, SEO costs to low, the operator of the northwest. Now more and more enterprises found this problem, so silly "point stone Team" had to run West East.

A few years ago, Hui Jian saw the so-called "point Stone team" an article, this article can also be found on the Internet. Incredibly said search engine on the right side of the "search more in Alibaba" is how to optimize, when the emblem of the sword almost did not Pang, the right side of the "search more in Alibaba" that is the content of cooperative Web site, and what is the relationship between SEO?

SEO is more and more companies disdain, the biggest reason is because of its simple technology, do not need too high level, as long as you are diligent on it. Here is an example of clothing business.

The first step: register to establish 300-500 blogs or websites, these sites and blogs on different IP servers, all with the international domain name, basically to discuss fashion, clothing and other mainly, while these sites are constantly looking for some other clothing and other similar sites do links, according to each link 10-20, Do not in these 300-500 sites to do too many interconnected, at most each site also 3-5 is their own site interconnected, the second step: the main station do not do any keywords, the site in accordance with the normal content to add information, to maintain a stable time update, pay special attention to the title content to highlight.

Step three: On 300-500 websites, maintain the frequency of stable publication, update the article, the article can extract from the Internet, a little modification, especially to modify the title, and then in the article some need to optimize the keyword plus links to the target site, attention, an article on the link to a keyword.

After these three steps, all buttoned up. The General keyword is not in line to the front that is strange. If the main station website is Baidu Shield, that good to do, dig thousands of dollars token do Baidu promotion, all good.

Everything is so simple, what great technology is needed? Perhaps some people say, today SEO is still doing? Hui Jian is not against the moderate to do some SEO, but do not take seo as God, what search engine marketing, from the constant criticism Tong to show their own SEO level how clever "point stone team" can not go on, This explains the problem, today's SEO is not a day.

A lot of people talk about Seo-seo company with Hui Jian, Hui Jian always told them that for commercial sites do not do what SEO, good viscosity far more than what SEO. For corporate sites, do not do what SEO, because you are nothing more than send out the product information, that like the above built hundreds of of blogs, or to the supply and demand website , built hundreds of enterprise display page, with these, your product information is sent out, what SEO? So here is to say that the SEO company now to reflect on the time!

We come to Alibaba's "blog marketing", if often to Alibaba people will find, Alibaba has a what "light team", what "blog marketing", the way is very simple, is to find a group of people on Alibaba, discuss a topic (such as a company, a product), to achieve the so-called "marketing Alibaba's website is also constantly on the force.

Hui Jian needs to point out that this is downright nonsense. Even the least common sense of marketing do not understand, to know that there are two types of marketing objects, a class of raw materials or production equipment enterprises do marketing, such as the end products such as television and other marketing. The former customers are mainly business, the latter customers are mainly ordinary people or general groups. Alibaba is an enterprise information exchange platform, not for end users. Add a sell apple juice, in Alibaba to engage in "blog marketing" I am afraid to find a distributor it? and dealers just send a few supply information is not out of it, and then the bad, do a bit of bidding rankings, you can. What "blog marketing" is needed?

In fact, a large number of people talk about the so-called blog marketing, Hui Jian really do not see what the value of the place, the enterprise is not a website? What enterprise dynamics and so why do I have to open another blog? Eat full support, if the interaction, then build a forum not better? Let's go to Google China's blog to know that Exclusively PR draft. Even Google is so, not to mention other companies.

As for many people engaged in the so-called corporate blog site, it is a joke, the Enterprise blog hair product information? That is not as convenient as the supply and demand website. Do you want to send a business philosophy?

Then we look at the house Search "forum faction" marketing, search room big talk about the so-called network marketing there are two parts, part is everyone in the soufun above the advertisement, part of the Forum has a group of so-called writers write some articles.

First in the SouFun advertising, this is just a search house ads, not network marketing, as for writers to write articles, it is just Zhou said "forum Word-of-mouth marketing." Is by no means what network marketing. More funny is that last year's peak prices also said prices will continue to rise, this year, we all do not gun.

In fact, these websites are keen to engage in these specious "network Marketing", its core is not out of concern for the user value, but for their own interests, such as if the manufacturers think Alibaba that is the network marketing, then a large number of enterprises will only find Alibaba. Similarly, if the real estate Enterprise recognized SouFun, then will only go to SouFun engage in the so-called network marketing. As for the interests of clients, that's two words. In fact, if customers really want to do "internet marketing", it should be full network, not your Alibaba or search house. In order to throw, can place the interests of the customer disregard, this is the current Web site "Network Marketing" true colors.

Four, China's network marketing several major Chinese current so-called "network marketing" There are so many factions: the first faction: Advertising SEO Company sent: to Tong as the representative, its core is to talk about the so-called SEO, search engine marketing, and further is to click Ads, website ads.

The second faction: the Public Relations Faction: takes the Chen as the representative, its core is speaks the so-called network public relations, the network hype.

Third faction: Unintelligible faction: Take Feng Yingjian as the representative, its core is the theory abstraction, to the user lacks the core value, if said the former two factions to some extent also has the value, the third faction is Mastian, originally the emblem sword to Feng Yingjian its person impression is good, also recommended a commercial website to look for it to do the SEO, As a result, I saw Feng Yingjian's analysis of the site, at that time, the reaction of the emblem can be completely stunned to describe the customer is a IDG investment in the commercial web site, Feng Yingjian's proposal has two points, one is to let the other party to change the domain name, said the domain has been blocked, and the other is to let the other party to the structure of the site,

Hui Jian saw at that time straight to God, others are commercial website Ah, you are not at all let others change domain name AH? You think is a corporate website to change the domain name so simple, such as Tencent, Sina to change the domain name to see? For SEO such trivial change domain name? To know in China, which search engine can not be another way to solve the problem? Emblem sword A few days ago also help people through Google China to solve a negative news problem, such as increase search engine number, clear negative content, which can not do? Do you want to change the domain name of a commercial website? There is also a large commercial web site, page millions of, but also at tens of thousands of a day to increase the speed, Let someone else rewrite the Web site architecture? Do you know that the architecture of that large web site is not so complicated by adding new columns and so on? Change the time and effort, cost, and expense of a large web site once?

It is the emblem of the sword to divide it into the unintelligible pie, at first glance it seems so logically, a practical problem is nothing.

Five, network marketing needs to solve the problem

"Network Marketing Foundation and Practice" (Feng Yingjian) The function of network marketing is summarized into eight aspects: website promotion, network brand, information release, online research, customer relationship, customer service, sales channel, sales promotion.

In fact, it is obvious that there are obvious patchwork traces, the marketing and Web site sales scope to be pieced together.

First: Website promotion and information release, obviously coincide, and most crucially, "network marketing" does not necessarily need their own site. For example, if I have some raw materials on hand, I can go to all kinds of information supply and demand website to publish information, and do not need the so-called own website.

Second, as for "customer relationship", "customer service" is far-fetched, never customer service and customer relationship is inseparable, more analysts to the customer relationship into the "customer service" inside.

Third, as for the so-called "online research" is very funny, "through online questionnaires or e-mail, etc., can complete online market research, comparative traditional market research, online research has high efficiency, low-cost characteristics, therefore, online research has become one of the main functions of network marketing." "It is estimated that this is from the traditional marketing of" market research "migration.

Emblem of the "Network Marketing" function is divided into four pieces. Hui Jian seems that the real "network marketing" needs to solve four aspects of the problem: the first: Understand the market problem-that is, "network market research"

Second: Network communication problem--"Network information dissemination"

Third: Network-assisted transaction issues-"Network sales Services"

Fourth: Branding and crisis response issues-"branding and PR"

This is in fact the network environment marketing process, the first step, through various means, the network environment investigation, understanding the network environment, further analysis of the product or service target group distribution characteristics, behavioral characteristics. Prepare for further marketing.

The problem that needs to be solved here is "network positioning", know where your customers are, what kind of online behavior you like? What kind of online communication do you want to know about your competitors?

The specific way is through various means, to a certain extent of the network environment monitoring, such as a certain range of product supply and demand sites, forums, blogs, IM and so on. Analyze the behavior and individual characteristics of visitors on these platforms. Then summarize the analysis.

So this is definitely not what Feng Yingjian said. "Online market research can be done by means of questionnaires or emails," which is far more complicated. Not so simple, "network market research" and the traditional market research behavior is very similar, the difference is the scope of investigation and the object is different.

The second step, according to the "Network market survey" data obtained, carry out targeted "network information dissemination", such as advertising, public relations, to achieve the product, service and other information to the target audience there.

The problem to be solved here is two, one is how to let customers know me, the second is how to let me find customers, the first is the customer to find, the second is the initiative to find customers, the specific way is through network advertising, network PR hype, the information to the specific target audience there. Or use certain channels to get special audiences to find information (such as search engines).

So there is a two-way process, it is not "website promotion", "information release" so simple.

Third, when the audience through the network to seek products and services, the use of network platform, to carry out sales assistance business, it is necessary to point out that, in terms of products, the vast majority of products are not suitable for simple network sales platform can be solved, the network only use network communication tools and network display platform, The network payment platform completes the long-distance communication with the customer, completes the customer contract confirmation work, more such as the delivery and so on also needs the offline solution.

Here need to solve the problem is how to make users the most convenient, the lowest cost, the quickest way to communicate with the network sales staff, at the same time, network sales staff to use what kind of way the most convenient, the lowest cost, the most vivid and other ways to communicate and communicate with customers. Until the transaction is completed.

The specific approach has been discussed a lot, but there is a point is the emblem must be pointed out, that as a network of sales (generally corporate web site) do not do what SEO-type site, the need is the user's best impression of the site experience. A good corporate web site should allow visitors to create a sense of trust and convenience, such as the speed of opening, web design for the purpose of the user's habits, product display vivid image, customer transactions convenient and so on. Also have such as customer support system, dealer management system, all need to take seriously.

The fourth step: using the second step "network information dissemination" and the third Step "network sales Service" to establish the brand image of enterprises, while doing a good job in the face of a variety of network burst public relations processing.

It needs to be pointed out that Hui Jian believes that for the traditional enterprise, there is no "network brand", the enterprise brand regardless of line online, are unified, only the presence of corporate brand in the network display mode, which includes the corporate brand in the online reputation, corporate brand in the online target customer arrival rate.

As for crisis PR, enterprises need to constantly monitor the network environment, timely detection of problems, timely treatment.

The advantage of the network hype is if the use of good, will hype out a lot of good events out, at this time will be very eye-catching, but very high exposure rate. But the hype needs to be at the right time and, that is, the significance of speculation events, netizens concern hobby, event hype timing, indispensable. Sister Furong and Angel mm are only one, corporate PR more need is a long, occasionally have the best, but not all day sustenance in one or two times.

The Internet environment of marketing, there is his unique place, but also he and the traditional place, do not mention the network on what is new, Hui Jian once said: The Internet is just a platform.

Hui Jian's definition of "network Marketing": Internet marketing is not only a function of organization in the Internet environment, but also a series of processes of creating, disseminating, delivering customer value and managing customer relationship in order to organize and benefit the interests of stakeholders.

This process is not isolated from the internet for most businesses, but is closely tied to the offline, that is, for most businesses, internet marketing is only part of the overall marketing. It can also be a part of the whole marketing process, or it can be an additional area of the whole marketing. Its main composition is "website optimization", "website Promotion", "Network Marketing", "Build a station" several big pieces.