The reason analysis of SEO project failure

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Whether to be killed or not to start is doomed to die, SEO project failure is inevitable. If the failure of the timely conclusion of the analysis, nature will not be successful his mother's role.

Today we're going to make a summary and talk about which issues may cause the project to fail.

1. Technical strength

Recently in reading the "Google Web page Quality search Guide" Suddenly realized that a problem: SEO should have a broad sense and narrow points. Generalized SEO is to stand in the search engine perspective to consider the user needs, the narrow sense of SEO is from the appearance of the law and skills of the summary, in order to SEO and SEO.

Well, I don't need to say we all understand that not only we, many seoer are in the narrow sense of the category of jumping.

This is a very dangerous signal.

Because if you do not grasp the essence, can only see a large number of sites in the fall of flower rankings, but found no solution (or need to spend a larger cost), and then every time in the report to explain to the customer, the sentence "due to Baidu algorithm adjustment."

Q: How to upgrade this technical strength? A: To learn more about the theory of communication.

Just as your site needs a different chain of friends to exchange at different stages, Seoer also needs to find a way to match their strengths (note the word, think about why) in different stages.

Here I would like to plug in a sentence: If you love this industry, whether it is party B or training institutions, are responsible for the seoer to guide the broad sense of SEO, guiding each other to communicate more, rather than every day shouting in the industry many people do not understand SEO.

Perhaps from this perspective, seoer is more like a tester for search engine algorithms.

2. Project Management

Previously simple to think, SEO only station inside and outside the station two parts. It is only now that one of the two items is missing, one of which is Project management.

What is Project management? That is, the project in the process of implementation of the overall progress of the control, the availability of resources optimization, the implementation of the effect of monitoring, the adjustment of optimization strategy.

Do not make this, the station outside the obvious blind, the station will become a cloud.

So, for SEO this need cycle event, may wish to do a phased plan. By comparing the forecast and the actual effect to adjust the mentality and practice in time, to achieve the overall control of the project, according to the importance (amount, size, two) to the project classification, optimize the hands can be used in the implementation, customer service and other team resources, so as to maximize efficiency and benefits.

3. Operation Details

The details here are mainly two parts inside and outside the station.

It is also extremely difficult to have a unified standard of two parts.

As the first technical strength of the said, this part is more from the observation of the appearance of the law and skills summed up, horizontal as ridge side into the peak, to see a phenomenon of the conclusion is often different from the individual, and then it is difficult to determine who is not.

Okay, let's start with the details of my current operation.

First come to the station within a few points: make full use of the site's homepage and main column page to discard the top of the list of keywords to stack the way to give up the page accurate keyword density and the pursuit of the relevant keyword content layout; The chain is not based on the ranking of keywords and their pages as the dominant, more attention to the noun interpretation or relevance of the

And then outside the station to promote: In the early stage of the site promotion, the focus is on the number of the chain root domain rather than the number of the chain, pay attention to the diversity of the source of the chain, the diversity of the form of the chain, to avoid the chain to the main promotion of the focus of the keyword is linked to the page and anchor

For a project that is performed by a separate team (or outsourced), it is a worthwhile operation to quantify and materialize the details.

4. Strategy

The strategy is the skeleton that runs through the project, and everything else revolves around it, which makes it a living whole.

Well, the strategy should start with the customer's intention to cooperate.

In the early stage of cooperation with customers, it is necessary to understand the customer can provide services and coverage of the scope, so as to determine whether the existing Web site has enough space and capacity to accommodate. Suitable for what type of keyword selection, the existing site will make what adjustments, the future of the chain to promote the concept and can achieve the effect of a general planning and pre-sentence.

In the specific implementation phase, a relatively complete strategy is needed. As：

In the selection of keyword phase, the factors to consider are industry characteristics, website status and keyword effectiveness, rather than the high and low keyword index.

In the station optimization phase, consider whether the structure of the site is reasonable, can accommodate what type of keywords, the layout of the page content is in place, each other within the chain is reasonable to highlight the key ranking column, whether there is internal competition, whether there are duplicate pages, whether there are abnormal jumps, whether there are a large number of dead chains and so

In the promotion stage outside the station, we need to consider what is the focus of promotion, from which channels to promote.

In the late stage of monitoring, you need to understand UV,PV, bounce rate, entry page, landing page, and a series of problems.

At this stage, a lot of company's strategy formulation, yes, only the promotion part. From the negotiations to the selection of words to promote the arrival, after turnover. Finally handed in the hands of the hapless child who was responsible for making the promotion strategy (because he had a good understanding of what was going on, but had to bear the whole project).

The idea is to liberate those unlucky kids, especially for some big, focused projects, from the beginning to the end.

5. Company management

The flow of talent among companies is very normal, but if the project has changed hands and the handover is not possible to fully understand the history of the project, it will constitute a significant potential threat to the project. The training and running-in of the new recruits after the brain drain is also a need for time and opportunity costs.

This goes directly to the two questions: how to keep the employees who match the company, and how to establish a rapid talent training mechanism.

In how to retain the employee that matches the company, M always puts forward a piece on Weibo called "three people to make five people's pay for four people."

As for the talent training mechanism, M always put forward the mode of creative management. That is, to provide new employees with sufficient methodology, the premise of allowing employees to make mistakes, so as to achieve their own set of operational methods.

Don't do the second who, just do the first I, eliminate duplication, from this beginning.

Well, forgot one, KPI.

Selection of the KPI is the word, the station KPI is the station, the implementation of the KPI is included rate and quantity, the Strategy KPI is the project to achieve, the problem is so naked presented out.

In addition to the key projects mentioned in the Strategy section, it is a possible way to make the policy makers refine the standards of each link.

6. Contract issues

Contract issues, that is, the early signing of the contract is too vague, or not reasonable.

Of course, this is more a matter of business.

Only a clear goal can be given, and KPIs for large projects can involve policymakers.

7, customer cooperation

Wood method, some customers are modified the title of the website, to the site to change a version of even say hello to do not hit.

Let the project manager stare at all times and not stare at all kinds of eye diseases?

Then a need for research and development department with the event came into being.

On the Seotcs to add an alarm function, what police? The project manager sets up the main pages of the site, and automatically sends messages to the project manager's mailbox if the page code changes (except for normal updates to the article).

8, irresistible factors

What can you say that is irresistible? If you can't resist, just enjoy it.

Alas, being abused is also part of the experience of growing up.

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