Share the shopping mall to do the top ten goals of SEO

For anything, the importance of strategy and positioning can not be overlooked, but for E-commerce, the new, hot and rapid changes in the industry, especially important. The author is a full-time SEO origin, whenever handling a project, I would like to use strategic perspective to Seo,seo is a drug, is not the cure for all the crux of the electrical business of God medicine, who can use, why, when used, how to use? Each one is a long topic, Today, share the shopping mall to do the top ten goal of SEO target positioning, hope to be able to discuss with you.

The first target positioning: Increase sales of web products.

By increasing product sales through SEO, this estimate is the most beginning to get the most of the purpose, especially the electrical business entry-level entry, and the higher the position requirements the easier it is to put forward this goal. First look at the composition of product sales, a few simple formulas:

Product Sales = Visitor number x Visitor order conversion rate x average order product quantity

Product sales = new customer order quantity x New Customer average order product quantity + old customer order quantity x old customer order product quantity

Product Sales =seo Visitor number Xseo customer Average order product quantity + other way order product quantity

Look at several different dimensions of the formula, you may be a little dizzy, since the SEO goal is to increase product sales, so how to see which customers through the SEO? Some students may say that Google Analytics, CNZZ, 51la and other traffic statistics tools can be seen, But I would like to say that these data are directly purchased by the users of the data, if the user through the natural search into the site, and did not immediately buy (into the favorites, temporary things to leave, pay problems, need to go home to buy, etc.), but later to pay for the purchase, So this order is not necessarily will show SEO brought, but the next time to buy the source head. That is, a certain period of time through the SEO into the user without closing the browser under the premise of the administrator set the path to access and purchase success, will be on the record for SEO. How sad, SEO has done a lot of things, has been to others to do wedding clothes, and your leadership but take these things to assess you. So many found that hired a high price SEO team to optimize the site, through analysis but found that SEO brought sales very little, it is because of the above reasons, SEO users are all kinds of their channels diluted out. Directly with the Sales assessment SEO, you will keep asking headhunters to dig people, and finally come up with a "SEO useless theory." Product Sales is the same as the transaction amount, is a comprehensive data, through a number of cardinality (flow, Unit price) and index (conversion rate) to multiply after the addition of comprehensive data.

The second target positioning: improve the site traffic.

Through SEO to increase the site traffic, now most E-commerce companies will give an SEO such indicators, in fact, this article is also very unreliable. Remember two years ago to a domestic one of the front-line business interview, the interviewer put forward this goal, I felt that this should not be a top domestic E-commerce company's goal. E-commerce because there are special, such as product type restrictions, can not be like the portal site or classified information Web site as unlimited increase, did not add a product means to increase procurement costs, inventory space, editorial costs, customer service training and other equipment, capital and personnel costs. Increase natural flow by product type, depending on the nature of the product will have a limit, such as: shirts, no matter how high you rank, the overall network search is your limit, any SEO can not break, but there will be a different way, such as ritual meaning for a long time, wheat bags, etc., through the user needs to start, Opened up another SEO road, this will be designed to the back of a point, a detailed elaboration, finishing said, if the goal of SEO is completely positioned to improve the site traffic, I feel not accurate, and unreasonable, it is possible to make some SEO at risk of using cheating means or by attracting a large number of unrelated traffic sucks.

I do not think that improve the site traffic can not be used as a test of SEO standards, I think the appropriate flow to guide the appropriate page will be more suitable for assessment.

For example, the flow of product knowledge to guide the Knowledge base will be more appropriate than guide to the product Display page will be more suitable, product advisory class flow guidance to product pre-sales consulting than to guide the product display page will be more appropriate.

The third target positioning: improve the exposure of the website

Exposure and site traffic correlation is relatively large, each open a Web page also means a Web page exposure, but the exposure in the broader sense.

If we divide the user behavior into three stages, the first stage is any position before the search, the second stage is the search results page of the keyword, and the third stage is the interior of the e-commerce website. Then the second stage is undoubtedly to determine whether the user to enter your site is the most critical link, if the maximum users in the second stage to choose your site, for a site, search engine as far as possible not to let multiple pages in a search results inside, of course, using the command search except, So even if you put all your hot keywords in the title of all the pages, it doesn't make any difference. Users in the second page will produce a variety of results: first, did not see your site information (title, URL, description), the second, see your website information, but did not click into, the third, see your website information, and click to enter the site.

First, the user does not see your site has the following several situations:

1. Your site does not have this keyword related pages, you have to do is to create a page like this,

2. Your site has the relevant page of this page but the search engine did not include, you have to do is to make the search engine included in the page.

3. This page of your site is indexed by search engines, but the rankings are lower, and what you have to do is to make the search engine rank this page more.

In the second case, if the user sees your site information, but does not click on it, there may be several situations

1. Your website information description is incorrect, for example, the user wants to know about wine knowledge, but the website information indicates that you are a red wine consumer website, the user may not click you.

2. Your page information is not the user search for the target page, if the user wants to know wine knowledge, you also happen to have a wine knowledge of the plate, but should be some factors, search engine will be your product page to the user, users may not click you.

3. Your website information is not as attractive as others, the same nature of the two sites, at the same time in front of users, there will be a high click Rate, a low click, how to let users love to click on your site.

Exposure and flow is a basic data, but the difference is that the site exposure rate is difficult to effectively statistics, and in a period of time exposure and site traffic is proportional to the relationship.

Fourth target positioning: improve website visibility

There are also some e-commerce sites want to use SEO to improve its visibility in the industry, such as: Alexa, PageRank, the number of pages included, to make these figures more glamorous, to investors or bosses to see. But if the SEO goal positioning is only this, it is a little bit big to use. These data are actually very easy to achieve, online a lot of special increase Alexa ranking company, cheap some hundreds of, the thousands of expensive points, you can let the Alexa to achieve a good ranking, plus the sale of high PR links are also a lot of people, it is easy to promote the site PageRank to an eye-pleasing degree, Once the good data is out of the real operation, it is worthless even if it is polished. If you use them as a media tool, it's better to do something more practical.

Goal Positioning: Website data analysis

Most SEO deals with a whole bunch of different kinds of data, including site log, search analysis, access analysis and various transformation analysis, through the analysis of different data, we will users, the site has a more cobwebs understanding, let us dig more user needs, so that our site more easily accepted by users, such as:

On the site log analysis, we will get search engine and user access to the basic situation, such as whether to access the path, frequency, stay time, etc.

Analysis of the search data, we will get the user's potential needs, in the end is to find something?

On the conversion rate analysis, we will get users most concerned about those products, in which link the highest wastage rate.

The website data analysis is the electronic commerce does the SEO process must do, these analysis indicators like the thermometer test your website all parts whether to operate normally.

Target positioning: User needs analysis.

For E-commerce, out of the user needs of SEO is no value. Even the same industry, but different positioning of the site, SEO will follow the user needs to change. For example: A red wine, general SEO will revolve around red wine related keywords, such as winery, age, degree or even price, but often ignore more user needs.

If it is low-grade red wine, can be used as a birthday gift to friends, can save as a lover will drink.

If it is a mid-range red wine, can be used as a business gift to customers, can be used as a fete VIP wine.

If it is a high-grade red wine, such as the 82 of Rafael, can not be as sprite as drinking, often high-end collection of treasures.

If you analyze this, you will find that more products have more value. Then how do we find these potential needs, we need to collect from a variety of channels in the collection of data, such as: their own web site traffic statistics tools, search engine related search tools, all kinds of keyword extension tools and competitor keywords, from the data inside the further analysis of user needs.

These requirements I define as potential customer needs, there is a little story like this: Customers come to the store to buy nails and hammers, is this really what they want? Customers just want to hang the painting on the wall, only a hook on it, the customer's needs may not he himself know, if the customer choose you, Please give him a reason to choose you.

Seventh target positioning: attracting potential customers

Traditional business in the mall outside the system will often add some other forms of content, such as: Cms,bbs,blog, SEO often use these forms of content to attract potential customers, but these flows are not direct transactions for the purpose, but in the establishment of user site awareness, It is best to allow customers to think of the purchase needs of the time to think about this site, or some user focus on the topic to attract users to retain, such as

For example, customers just want to know about a certain kind of mobile phone knowledge, may recently have plans to buy mobile phones.

If your product is a repeat consumer product, then your focus should be how to keep the old customers.

If your product is disposable, then your focus is how to attract new customers.

Eighth target positioning: Improve website performance

Web site performance is the impact of site weight and keyword ranking of the important factors, many SEO will improve the speed of Web page opening and optimize the code as the focus of the site optimization, especially large sites. A frequent downtime of the site, Baidu will not give a good ranking, a code miscellaneous grammatical errors, the real information submerged in a large number of discarded code site, the same Baidu will not give a good ranking. Because they affect the user experience, to the search engine analysis caused obstacles, in doing SEO while improving the performance of the site is a good goal.

The nineth target position: everyone else is doing it.

Bosses in exchange, see other bosses are doing SEO, some make a lot of money, and then regardless of their own situation and product characteristics to do SEO, I think such a boss no longer a few, this herd mentality, more performance without a clear purpose.