Shangcong share everything he knows about search engine marketing.

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Webmaster Encyclopedia-Loss of taste: Today's visit webmaster Encyclopedia is the Search Engine marketing field Explorer and practitioner Shangcong (Black Dream), 6 years of SEO industry experience, 2 years of experience in SEM service, has been for a number of commercial web sites to provide the overall SEO solutions and SEO consulting services. In the next one hours, Shangcong shares everything he knows about search engine marketing. Now let's have a warm applause to welcome Hao! Now the interview officially started, we know that Hao in the network marketing this piece is very powerful, now please talk to us about the network marketing strategy aspects of the stuff

Shangcong: The moderator is flattered, I think anyone in the field of online marketing has the opportunity to perform well, I always think: as long as Creative Unlimited, marketing is everywhere, and the internet this huge media for all marketing people to provide a natural platform for the development of the network with fast propagation, the direction of public opinion needs to guide the characteristics, It depends on whether we can fully explore the appeal, enlarge the contradiction point, triggering resonance.

Webmaster Encyclopedia-Loss of taste: Hao said very right, can specifically take a case analysis?

Shangcong: On the Internet marketing strategy, this topic is more conceptual. Common network marketing strategies include but are not limited to: Search engine marketing, email marketing, instant Messaging marketing, BBS marketing, viral marketing, blog marketing, podcast marketing, RSS marketing, creative advertising marketing, Word-of-mouth marketing, experiential marketing, fun marketing, knowledge marketing, event marketing, etc. Some strategies are defined from the perspective of the media, and some of the strategies from the perspective of the application of the definition, I have written an article on the Network Marketing Strategy Summary, we can go to my blog browsing, I hope to help.

Shangcong: These are all theoretical things, in the actual development of network marketing, according to the real marketing needs, the characteristics of the user group, brand influence, product quality and so on to absolutely which strategies are available, and which is not suitable for use, which marketing costs are lower, and which results better. For example, high-end brand marketing is often to sell to users is a future, or a trend, it focuses on the impact of the target user group of the heart, so that they generate thinking, and then generate dependency. over!

Webmaster Encyclopedia-Loss of Taste: Network Marketing in a variety of ways, in this numerous marketing methods, which one do you prefer?

Shangcong: All kinds of marketing methods have their own characteristics, with which kind, how to use, depending on your marketing budget, human resources and other customers please, I prefer to search marketing, event marketing, mail marketing, in addition, SNS, micro-bo such interactive platform, because of such interactive products are very strong, such as the objective situation.

Webmaster Encyclopedia-Loss of taste: Hao said the right, which depends on the actual situation

Webmaster Encyclopedia-Loss of Taste: Now please hao and we talk about search engine optimization methods and ranking techniques

Shangcong: As for the specific case, I said a small detail, before the train ticket information channel to do marketing promotion, then quit the whole station of the SEO plan, we know, SEO is very important, how can we in a very short time to increase the chain quickly?

So we plotted a copy of the copy, which includes a picture + a comment, it embodies a lot of people in the field to buy a train ticket home for the Chinese New Year's public netizens on the "one vote difficult" social status of the real feelings, the results of the article widely reproduced, not only to the brand in many communities are spread, at the same time, a short period of access to a lot of I just added the first question.

Webmaster Encyclopedia-Loss of Taste: Well, please continue with the following questions

Shangcong: About SEO methods and ranking techniques, this question is commonplace. I want to say is that SEO is not as complex as imagined, but it does need to have a variety of products, technology, operation of various angles of understanding, in order to do well.

Shangcong:

As for the influence factors in the search rankings, you can read some SEO books, it will be easier to understand than I listed here.

SEO basically has four aspects: Website structure, page optimization, content system, outside the chain.

Here I focus on the structure of the site, if your page is not much, do not recommend the directory system; If there are many pages, it is not recommended that the directory system is too deep; structural optimization is designed to enable important pages to gain more internal chain support. Over

Webmaster Encyclopedia-Lost Flavor: You just mentioned that there are four basic SEO: Site structure, page optimization, content system, the chain. Does that specifically analyze these four aspects?

Shangcong: This question to say to understand may several days and nights, here I focus to do the explanation.

Webmaster Encyclopedia-Lost Flavor: Well, you say a little bit about the point!

Shangcong: The website structure needs to notice is, how to let the core keyword corresponding page in the site structure important position, the general structure has two kinds: tree-type directory system and flat structure system

Webmaster Encyclopedia-Loss of Taste: Tree Directory System This I know, ask Hao teacher flat structure system is what kind of

Shangcong: Generally, there are multi-level classification of the site will use the tree directory structure, then, the tree is the vertex of each layer is an important page, because he corresponds to at least one hot keyword. A flat structure is a site where most pages are at one level. For example: domain.com/page1.html. Domain.com/page2.html. Domain.com/page3.html. Take Enterprise website A for example. A's products have two levels of classification, we know that the key page of the corporate site is the Product List page and product detail page, because these 2 types of pages are the corresponding user search keywords and new pages. At this time, you have two kinds of considerations, one is to classify, the other is to make a single page. Page optimization not too deliberate, natural good, but for Baidu optimization, you need to be fully prepared to make the page exists in the hyperlinks have a high correlation. I think SEM, event marketing good, the effect is excellent. If you have a mature website owner, affiliate marketing is a good choice.

Webmaster Encyclopedia-Loss of Taste: Thank Hao detailed explanation, please hao and we talk about the operation of the Web site need to pay attention to?

Shangcong: 1, if the page is less, the flat structure is more friendly

2, I can not rank, if a marketing method for my marketing plan, I will apply it, for e-commerce sites, Sem is definitely a very good way, but he focused on orders; When I want to promote the brand, I may prefer the brand hype, while the search content ads to cover the user's eyeball, Marketing is a three-dimensional, various ways will interact, forming a hot spot. I have to say: website operation is a difficult problem, but people who know how to run the website can make the website that is not optimistic is valuable. Operation first need to have a very clear grasp of the site, know their own strengths and weaknesses, please think about the following questions: What is your site positioning? Who are your users? What are the user's potential requirements? Website current traffic and influence in the industry in what position? What are your current and future business models? How to promote business development? What is the direction of website content construction? What are the traffic targets to be achieved in 11? How to achieve traffic target? What is the marketing plan for the Year 11? How much budget do I need to put in? How do I advertise advertising? If you have all the questions you have in mind, the only thing you need to be aware of is to follow the established plan for implementation and promotion.

Shangcong: Website operation includes a lot of matters: Product application, marketing plan, SEO, SEM, network advertising, user experience, data analysis, the number of effective users growth and so on ... And all of this is around the "drive business model, to achieve revenue objectives, foster a benign development environment," the core theme, as operators, from the macro-strategic level to the specific tactical level need to pay attention to, of course, the situation of different sites, details to be done by the main and auxiliary.

Webmaster Encyclopedia-Loss of taste: User experience is what we have been pursuing, then Shang division How can we improve the user experience degree?

Shangcong: The user experience is not by feeling, by data, by data analysis. Enhance the user experience, I generally assume that a certain point is a problem, for example, click the Purchase button to reach the shopping cart page of the user is 1000 people, and the real order quantity is only 10, 1% conversion rate, I think relatively low, this time I need to simulate the user may every action, And the analysis of all process pages, observe the bounce rate, through the data analysis, to find out the problem: is the shopping process cumbersome problems? or is it a problem for a user to register before buying? Or is the registration process too complex? is not the registration of the validation code is always entered incorrectly caused by the?。。。。 Wait a minute. This analysis helps us improve the whole shopping process to improve the conversion rate.

Shangcong: If you have users on the homepage of the click behavior of the data, you will be the user's 98% clicks are in the first screen, but the first screen how the layout, can enable users to produce more than two clicks?

Webmaster Encyclopedia-Lost Flavor: Well, the conversion rate is the ultimate goal.

Shangcong: Some sites are three-column layout, some two-column layout, some headlines are in the middle, and some of the headlines are in the upper left corner. Different types of Web sites, the conclusions may be different.

Webmaster Encyclopedia-Loss of taste: The user experience is based on data analysis, through the data to speak to improve gradually improve the right, that general enterprise station three columns layout good or two columns layout good

Shangcong: The user experience fundamentally makes the interface simple enough to enable users to quickly address its information needs while at the same time allowing him to find more information of interest to him. Over

Webmaster Encyclopedia-Loss of Taste: is known to know that, hundred war is not idle, please hao and we say how to analyze the competitor's website SEO optimization strategy?

Shangcong: Enterprise Site-oriented user groups are often the Internet application level is not very high, their requirements are: concise pages, convenient navigation, ubiquitous contact information, reliable credibility certification, clear picture and description of products (products to meet user needs), online support and so on.

Webmaster Encyclopedia-Loss of taste: Hao's answer is wonderful, but due to the relationship between the time today's interview is over, thank Hao to share and netizens to support!

From Webmaster Encyclopedia Forum: http://bbs.zzbaike.com/thread-83227-1-1.html