Sem of the hand of the Medical network editor

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Web site editing is the overall content of the site and the creator of the main style, whether a website can attract visitors to click, whether it can make visitors stay in the site longer, whether can play a certain degree of visibility, or even can have good keyword rankings and weights, to a large extent by the basis of the site-content to decide. Due to the particularity of medical SEM industry, the medical network has a number of features of the consultation question and answer, so it is more professional and angle to the visitors (may be converted to the diagnosis of patients) indirect communication.

Many of the medical industry's network is that the ordinary work is simple and boring, there is no technical content and development prospects. But are you really doing the net?

"Who are you writing to?"

Most of the medical industry is the site of hospital departments, the industry's limitations have led to the main style of the site, that is, biased in favor of marketing-type corporate websites. I have seen a lot of hospital Web site article no less than the following three points.

1, the pure title party. such as "Early symptoms of cervical erosion", the title itself is a good long tail keyword, can bring quite a lot of traffic and visitors. However, the article is all about the technology of their own hospital how good, how the cost of their own hospital how low, their hospital word-of-mouth how loud. This visitors through search engine results to see the title of this article to click to enter, but this text is not relevant to the user's biggest taboo, very likely to lead in the user's heart directly to the station blocked the serious consequences. It is also believed to be one of the reasons why the medical industry website visitors stay in the same time (avg. times on site) and the depth of site access is generally low.

2, pure Popular science articles. The author has always believed that the article style can represent a network or even the idea of a website, is the soul of the site. The medical profession article is so, the visitor regardless of which way enters the website to see your article, all hoped can through the article content to realize oneself visit the goal, in the article may through many skills to realize with the visitor mutual communication. Also take "the early symptoms of cervical erosion", and some of the overall style of the site is also so, the article content than Baidu Encyclopedia also to standardize standards, can be called a medical paper level article. Although the content of this article is more in line with the medical profession rigorous attitude, but compared to visitors to see only the cold large paragraph of text, without a hint of emotional color, perhaps in many times, visitors (potential patients) more need is a hint or soothing words.

3, the Evil collection of articles. Originally collected articles are not worth taking out to say, but do not rule out the SEO master to do with the collection station group to do, but whether it is automatic collection or network manual collection, please open your eyes, the irrelevant content removed. I have seen very very many hospital station, collected the article content to be unsightly, other hospital's name, doctor name, medicine name, prevent collection of garbled and so on. Kiss, you can have a snack!

The article of the net arranges can say is the most direct face visitor, before you want original or false original an article, please carefully think about, your article, want to write to who to see?

I know a lot of medical network, basically know is to search engine to see, all people also know that visitors 90% are through search engine transformation. However, please note that the use of the search engine is still a user, is still a user!!! The author emphasizes here, your article is transforms through the search engine to the user, but, finally sees the article still is the user rather than the search engine. Therefore, the article to meet the user's taste, but also in line with user search habits. If you write an article, from the title to the article will not have anyone to search, how can the search engine to let users see it???

"How do you write your article?"

①, Title

The title of an article, whether it is user-oriented or search engine, is the most important. The first thing the user sees is the title of the article, and the title of the article that was first seen in the search results. Similarly, the search engine gives the article page the highest weight is also the article title. I have been asked how to write the title of the article. The author thinks, since we all know the user is through the search engine to find our article, then uphold two principles: 1, the article title attracts the user. 2, the article title to allow users to search. The 1th is very good understanding, the title Party's most desirable place, is uses the short more than 10 words to be possible to grab your eyeball. If you really do not know what kind of title is attractive, then go to everyone to see it, you are now open the video or article, attract you click on the affirmation is the title! The 2nd is not very good understanding, since said to attract the user's title, that simply go to the portal site to copy good, such as "the elderly ten taboo", " 11 places to be most neglected during pregnancy "Such titles are definitely attractive to users. But you are wrong, the title is not wrong, the position is wrong. Portals can use such titles because the portal's user transformation has been done without the search engine. Portal site Tens traffic is directly accessed by the user, so the title of this attractive article can achieve the desired effect. But we as a medical industry site, almost can be said to be completely dependent on the search engine to achieve transformation, then the article title must consider the user's search habits. For example, the content of the article is about the description of the symptoms of cervical erosion, we look at the following 2 headings.

"Figure 1"

"Figure 2"

"Figure 3"

"Figure 4"

Obviously, using the title closest to the user's search habits, figure 1 is nearly 3 million more than the search results in Figure 2. Baidu Index, "the symptoms of cervical erosion" daily search volume on average around 3000, and this does not meet the user's search habits, "experts tell you the symptoms of cervical erosion" there is no user to such search.

Perhaps some people will say, our website own weight high, such similar "the expert tells you the cervical erosion symptom" The title also contains the long tail keyword, may use. Of course, compared to those close to the portal level of hospital sites can be ignored, compared with most of the low weight of the hospital site, the overall weight of the site does not reach a certain height before, I suggest or the most direct use of long tail keyword title is most appropriate.

②, brief, summary

A lot of home page headlines, list pages and content pages are used to invoke the introduction or summary of the article, the most direct and convenient way is to use the CMS system automatically truncated article content as a description. However, as a qualified medical network, can not ignore the role of the summary, whether for the user experience (UE) or for the SEO perspective, it is an absolutely useful tool.

A medical website of the article summary, the best control within 150 words, to have specific content, in the article without missing the subject of the premise of the concept, as far as possible concise and clear. Of course, the premise is that you have to carry out a thematic analysis of the original text, to find out the concept of the topic, correctly organized the content of these topics, to be able to concise, accurate and complete to write the summary. The summary of an article is the best effect of the user, that is, the user only read the summary of the article is already clear the theme and central idea, so that virtually reduce the user to achieve the purpose of reading the process time, but also greatly improve the user experience.

"Figure 5"

Figure 5 is a good summary of the article, and the short summary contains the following elements:

1, the article topic content expression Complete, clear, did not omit;

2, the summary is not exactly the same as the content of the article.

3, the summary contains long tail keywords.

"Figure 6"

Figure 6 Although the subject content of the article is briefly summed up in a short summary, but not the whole story to complete the content. The main article is "several factors", but the summary does not appear in this content, it is clear that such a summary does not give users a good enough user experience.

Similarly, relative to the SEO angle, most of the article page description will invoke the summary of the article, if it is a high summary of the content of the article and including the keyword, will be the article page of the long Tail keyword ranking promotion has a great help.

Of course, the most undesirable thing is to use the program to automatically truncate characters to fill the summary content, although this is the fastest, but the consequences are the most serious. If a user sees such a summary first, and then sees the contents of the article and finds that the first dozens of characters of the content are exactly the same as the abstract, it immediately produces an undesirable experience. Because the duplicate and useless summary delays the user to read the article the first time, very possibly a high quality user (patient) therefore leaves the page and jumps out the website, such consequence is unimaginable.

Also for SEO, if description call is summary content, then search engine crawl to description and article content is exactly the same repetition. This is possible for search engines to be judged as repetitive content, the consequences can be imagined.

③, tag tag

Why put the tag tag on the third? The importance of the tag has been more and more attention, based on a lot of medical sites are using Dede similar procedures to build, tag for the role of SEO can be imagined.

I think the tag tag, should be a dynamic site map, is a different node, through these nodes can be the site of all the articles in tandem. Perhaps two articles are completely different from each other, but will certainly find the corresponding nodes through their respective links, and then through a series of concatenation, eventually they can be concatenated together. Tag tags for the user's experience is not very large, the vast majority of visitors will not go to click Tag Tag.

However, if you can use a good tag tag, so that the display in the article List page, users can learn through the tag tag the key point of this article, and then with a high profile of the article summary, basically users can not click the article content. Do not be afraid of this will lose users, on the contrary, so as to provide users with convenient browsing practices, will greatly increase the user's return rate.

"Figure 7"

Edit if the tag tag can play a role, is very conducive to SEO work. A complete tag tag layout diagram, completely can let the website article no island, no dead chain.

So how should the tag tag be written?

Tag tags and article keywords are often confused, the article will be mentioned in the following key words. Please see the explanation given by Baidu Encyclopedia:

"Figure 8"

Please note that I marked the Red line position, which is my understanding of tag tag. In layman's parlance, tag label is the common place of some articles, these common place is the most obvious, the same is also the most not copy. For the simplest example, a woman and a dog, the tag tag between the two is "living things." Another example, "the early symptoms of uterine fibroids and prevention," such articles only three points, uterine fibroids, early symptoms, prevention, this is the tag tag of this article. "Uterine fibroids" this tag tag can be linked to fibroids related articles, "Early symptoms" can be associated with the early symptoms of other diseases, "prevention" can be linked to the content of all the prevention of disease articles. This is the tag tag!

④, Keywords

Here the keyword, refers to the article page of the keyword, namely keywords. Said above, always someone to confuse the keyword and tag tags, can not be very good to separate the writing and function. If the tag tag is a dynamic global map, then the key word of the article is to highlight the distinctive banner of individuals. At this point, most of the keywords are long tail keywords mostly.

I suggest that if the title of the article directly using the long tail keyword, then the keyword can be used directly with the title.

⑤, Content

As to the content of the article, it is the basic factors such as clear theme, completeness of exposition and so on. But for the medical profession article content, still has certain particularity. Medical website articles, if the length of the words are marketing, will certainly make users annoying. But if they are encyclopedia-style articles, blunt and cold. If you want to have both, it is best to use the popular science style of the article, while with a guided text to attract readers to the transformation, if you can have specific cases in the beginning of the article, more can arouse the user's resonance. Avoid the beginning or end of the article directly copy large paragraph of the propaganda text, or even occupy the main space, this is tantamount to direct visitors shut out.

⑥, paragraph headings

Paragraph headings in the article are not optional. If it is a small length of the article, users can read the good in a short time, once the thousand words of the article, regardless of typesetting, and then beautifully illustrated, will also produce reading fatigue. It is particularly important to refine the title at this time.

"Figure 9"

Figure 9 article is a small title to refine relatively good article. Although there are not too many SEO factors, but by the segmentation of each small paragraph and content area, with the small title + bold + red font style. Users do not have too much wording to the entire structure of the article at a glance, the reading of its own article will be a lot of color.

Of course, if in the small title to add the article keyword or long tail keyword, or even within the chain, in the appropriate range, can increase user experience and SEO.

⑦, inner chain

First say inside chain is what, "inside chain: implies meaning is in the same website domain name between the content page of each other link (own website content link to own website internal page, also call the station inside link). Reasonable site inside the empty link construction, can enhance the search engine's collection and the website weight. Relative to external links, internal links are also important. This is the concept of Baidu encyclopedia. We all know that within the chain is the site inside the link, this article refers to the chain, especially in the content of the article in the links to other pages in the site. Many nets think that the chain does not belong to their own work category, but should be responsible for the SEO. In fact, SEO is not completely aware of the entire site of the article keyword layout, and editing is the most understand these.

For the medical site of the article within the chain, should play a role of two: one is conducive to the site included in the promotion, add keyword rankings, enhance the weight and so on, these should be the factors to consider SEO. The 2nd is that we should pay attention to the medical network of the place, the medical industry article chain, a greater role should be to let visitors click on the relevant content. Because most of the content of the site is mainly to introduce disease, and we can not be a disease of all the contents of an article to be written inside, this time need to link the relevant within the article. At this point, the article within the chain more role is to attract readers to read related articles, SEO factors should be put to the secondary to consider, that is, marketing factors than SEO factors.

"Figure 10"

"Figure 11"

Figure 10 and Figure 11 come from the end of a section of the same article in a hospital. Can be very clear to see the blue hyperlink callout point to other articles, point to the two articles are very marketing concept of the article. This is actually the time to further screen the potential needs of visitors, perhaps when visitors search and enter this article contains potential patients and non potential patients, but two of articles in the marketing nature of the chain directly let users make the choice. Two anchor text for "Beijing do painless abortion how much money" and "Beijing's best Abortion hospital", this gives visitors a clear choice, and when visitors to this page click the hyperlinks again to enter other pages, it is almost certain that a person can be turned into a patient.

I have seen some of the hospital website article within the chain has indeed done such a way, but there is a suspicion of deception. For example, anchor text is not taken so straightforward, or click on the new page to enter the entire article are marketing articles, which may be able to intercept some of the huge flow of patients, may also add some PV to the site. However, the medical industry site's IP and PV is not so important, the most important thing is the actual number of patients. So not to let more and more people know your site, but should let the most suitable person know your site. I think this sentence is more suitable for the medical site.

About the chain there are many other ways, such as hidden inside the chain, jump within the chain, of course, these are based on SEO perspective. If it is a qualified medical network, the article chain should be the most practical weapons in the hands of the network, you can directly screen and guide visitors and into patients.

⑧, Business Communication

Business pass should be regarded as the most special and obvious sign of medical station. In addition to both sides floating and Timed pop-up dialog window, the article in the end need not to join the business link is a very controversial issue. And this is a double-edged sword, if used just right, you can increase the volume of dialogue slightly, but if used too much too indiscriminate, is absolutely harmful without a benefit. My attitude is the business link in the article appeared in the number of less the better, and several related articles or several article ID between the number of business links between the less the better. If the number of times, not only will not have visitors to click, but will make visitors disgusted. If you can control the probability of 1/4 between the relevant articles, to remind visitors to use a more direct way to communicate the role of the consultation can be. Avoid three points: not too much, not too conspicuous, not too hard. It is best to use a hint of words or pictures to place the business link, is currently the most moderate and effective without hurting the user experience means. Figure 12 and Figure 13 are a better example.

"Figure 12"

"Figure 13"

⑨, illustrations

It is good to have a picture of the truth, but an illustration is better than no illustration. I have seen the most common is gynecological station with beautiful figure, male station with macho figure, pediatric station with baby map, medical station with Melon, see the most outrageous of a skin disease station, the whole station with the map is almost all a director of vitiligo pictures. It is undeniable that medical-related mapping for a variety of factors need to choose some more obscure and implied images to replace, but appropriate with some rigorous pathological map, will appropriately stimulate the transformation of visitors. If there is no relevant material, do not use a large number of unrelated figures, so that not only will not bring beauty and experience, but because the size of the picture occupies a large page or even an important first screen, F-type eye trajectory and other important positions, so unrelated to the map, not worth, as unworthy.

The first choice of the medical station with the map, should be a propaganda nature and persuasive pictures, you can choose the hospital clinical picture placed in the article, the effect is more significant. As shown in Figure 14.

"Figure 14"

"To be a medical net of thinking."

The above points are the author's humble opinion, the theft of all the SEO and UE are to start from the network and grabbed. SEO do a good job, the website interface is gorgeous, also inferior to the quality of the content of the article to see the real results. In particular, the network of medical industry, targeted at the most effective visitors is the patient, whether in the hands to write an article, or to plan a special event, should be replaced thinking: if it is me, how do I search keywords? If it is me, what kind of articles do I like to read? If it was me, Do I hate this kind of article layout and illustrations? Everything to the user's thinking and consistent with user search and browsing habits of behavior, it is natural to do the SEO and user experience.

I ning Xiao Le, buckle: 604163270, welcome to the medical industry sem people to discuss! Note: The use of the map are derived from the network of a hospital article. Another reprint of this article please specify the source!