Simple analysis of the search engine optimization of the Business-to-consumer platform

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Search Engine optimization is one of the most important ways to promote the marketing of the business, especially for the foreign trade platform, which can be regarded as the success or failure of the project. But this corresponds to the fact that most of the platform's performance in search engine optimization is not satisfactory.

The optimization of the Business-to-consumer platform is indeed somewhat difficult, especially for the vertical subdivision of the platform, the whole site of the product may be added to the hundred species, for this, many seoer see after often puzzled. As for the optimization of the consumer platform, I am personally interested in sharing some of my personal views in the hope of helping friends who are engaged in business. This paper mainly interprets the optimization of the business-to-consumer from two angles. An angle is from the station optimization and outside the station optimization view, another angle is from the keyword expansion and around the related keyword content construction this angle. Below I begin with the expansion of the keyword and the construction of the content around the keyword.

1, key words to expand and around the keyword content construction

1.1, Keyword Expansion

Keywords, that is, when our customers want to know or buy the products (or services) they need to search the search engine for the specific product name used in the language. The right keywords can let us accurately grasp the customer, and the improper keyword will only be costly. To be relatively complete, accurate expansion of keywords is not easy, this requires the staff responsible for the expansion of key words to the industry has a considerable understanding.

Keyword expansion can be divided into the following two parts, one is to find the keyword, the second is the grouping of keywords, here to note that the two are not independent existence, in the process of looking up keywords are often in the synchronization of the work of the keyword grouping. Let's first look at how to find keywords.

1.1.1 How to find keywords

For how to find the key words, light theory, it is difficult to let everyone understand. Below, use a real case to explain it. In this article, we virtual a brand for "Ah yo feed the low price package wholesale network" on the Internet to sell packets of the company's website to introduce for you, if there is a similarity, is purely coincidental.

It should be noted that, because I do not have a package industry-related experience, and not with the industry related to the exchange, so in this article, the package of the website should be how to optimize, I just behind closed doors, mainly rely on my subjective conjecture, so many places may be inconsistent with the actual. Back to the text below, for how to find the keyword, I here to divide it into three large logical levels:

Step One:

For the first logical level, I divide it into the following steps.

1 according to their own products, the use of their own common sense, listed some keywords;

2 by asking around friends, peers, customers, etc. get some keywords;

3 through the competitor website to get some keywords;

4 The use of some professional keyword analysis tools such as wordtracker for further excavation;

5 other methods.

Step Two:

At the same time, in each of these steps, and can be divided into a number of small steps, when we enter the second logical level. For example, in the first big logical level of the "1" You know the keyword "This step, can also be divided into:

1.1 to own products as the guide;

1.2 Industry-oriented products;

1.3 The coexistence of products, substitutes for the guidance;

1.4 above the downstream industry chain-oriented;

1.5 Others, such as a number of small steps.

Of course, this is not to say that the first big logical level from 1 to 5 contains the same small steps.

Case：

Why use the above method to look for keywords? Because for 1.1 and 1.2) better understanding, here skipped. So here we start with the "1.3" in the direction of coexistence products and substitutes.

For 1.3) Here, because the package industry is really not understand, do not know what the package of alternatives are, so give some examples of other industries,

For example: When we search the iphone, when some of the iphone's high imitation products such as ciphone, hiphone tend to use the "Cat for the Prince" approach in the search results (this is the most obvious in the site search of some consumer-to-consumer sites);

Now let's take a look at 1.4, to the upper and lower source industry chain-oriented search for keywords, on this point, the line under the shop name of the store, or even the phone number may become very good keywords, it is clear that the search related package shop customers are generally have the intention to purchase customers.

Finally, to sum up, in this level of the expansion of the keywords, 1.3 ~1.5) is the most difficult, hard to use keyword analysis tools and other means to find them out, to find out, you must have enough knowledge of the industry. However, in the whole keyword expansion, or 1.1 and 1.2)-oriented. In general, only 1.1) and 1.2 expand to start other kinds of keywords.

Step Three:

Here we go to the next logical level. Each step in the relevant logical hierarchy above, also from 1.1 to 1.5, can be divided into several small steps. For example, to "1.1" the keywords they know > to industry-oriented keywords in the case, then assume that our main keyword is "package", then you can also add relevant modifiers on the basis of the word to form a long tail.

Of course, in the actual operation, we often use the first to get such as "package" such as a few known keywords, and then through Google keyword tools, such as the expansion of more keywords, and then the acquisition of these keywords to classify. These categories are less than more than 10 categories, and more than dozens of categories, or even more. The above only gives some common classification methods, but the actual situation is often different from the above classification.

In addition, the keywords in some groups that have been developed in this way can often be categorized into some of the larger categories in step two.

Case：

For the extensions of these types of modifiers, here are two real examples to illustrate.

For the use of 1.1.1) regional words, place names and product names Organic arrangement combination, when users use "place name + product name" For the search, this kind of page is often ranked in front.

For 1.1.2, the word "wholesale", or "wholesale," almost runs through its entire website. Most of the product name is added to the "wholesale" this keyword.

How 1.1.2 keywords should be grouped (layout)

The grouping of keywords, in fact, is how many keywords in the entire site layout problem. It is the whole keyword expansion of the most difficult link, a reasonable grouping of keywords can make the entire site clear, and more to meet the needs of customers.

Again, find keywords and keyword grouping is not completely independent, our collection of keyword process itself is actually a process of keyword grouping, especially in "1.1.1 How to find keywords" in this chapter to find the second and third big logical level.

The first level of grouping:

In the first level of the group, from the "to own product-oriented" keyword group began to "upstream and downstream industry chain"-oriented keyword grouping of several groups. In general, these large logical groupings even require a relatively independent CMS (Content management system) to download them.

Case：

For example, "to own product-oriented keywords," a large logical grouping of the relevant keywords, we generally only need to use shop systems (such as Zen-cart, Magento, Ecshop, etc.) in the existing functions can carry related keywords, these keywords can be distributed in the site's "product page" , product catalog pages, and search results list pages.

The second level of grouping:

After talking about the second logical level of keyword grouping, let's go to the third logical level (that is, the second level of grouping). At this level, we know that in a large logical grouping, there are several core keywords and several sets of modifiers:

At this point our group is the need to finalize the relevant keywords to a landing page. In general, we can use a primary keyword (a few cases optional) plus or several modifiers and form a small grouping, which involves the permutation of modifiers between the problem. So, the point to note here is that if we really want to keep every permutation together, then the number of landing pages will be too large, will cause us to write landing page copy of the workload increased, and often will cause many landing page pages too similar to the search engine is considered a duplicate page.

So the relatively good approach here is based on the actual search times of the word being searched, rather than mechanically combining the machines. So in many modifiers you need to find some of the most important (such as region attributes), and then make sure that the modifiers appear in the title of the page, and that other relatively unimportant modifiers just need to appear in the other appropriate places on the page. When the competition is not fierce, such a page can often cover more than 10 keywords or even more. This article by the www.52div.net webmaster feeds!