China’s internet environment is changing at a much faster rate than housing prices, but new opportunities are also emerging in a variety of disruptions and unruly exercises。
In the area of search alone, the number of variables for almost a year or two is also large, resulting in some of the more conservative seo practitioners and station chiefs calling themselves bitter. How hard is it? Look at a joke from luzon recently:
The station chief asked kirby: why are you so successful
Cob: do you know what los angeles is like at 4:00 in the morning
Chief: i know. I'm usually still awake. What
Kobby: ... It's okay
Kirby is dead, station chiefs. You win. This self-criticism that has prevailed throughout the station's circle may indeed be too bitter. My aunt used to be tough when she was normal, and now all kinds of disorders are out of order, and it's even more crying。
It is true that the big environment of seo has changed dramatically, and this is bad news for 90 per cent of seos, and only 10 per cent of seos think it is good news. Those who think that is good news are those who see opportunities in this change。
The search engine is a tool that will continue to evolve at this stage and for some time to come, and the user experience is getting better. And if you talk like a bitch about "retrogressive history," "blesser generation" and shit like that, you're not following, you're still turning。
One of the core indicators of the user experience of the search engine is content quality. Regardless of the form in which the results of the search are presented, it is ultimately the content of the interviews. The big search engines have long warned the naughty seos to “continue to provide high-quality original content” and the seos to say, “the contents are kings” and “the outer chain is kings.”。
Recently, an article was read on the tigers's sniffing network, entitled " a career in the history of the internet " , which included the well-known post of "extralink commissioner". Once upon a time, the best-managed group of people on the internet worked so hard that forums, blogs, classification information networks and b2b industry networks in every corner of the planet were destroyed, and there was nothing left to hide. Now, however, they are the most gruesome souls on the internet。
Read here, you probably know why some people call li ying hong the "lig". He was the one who applied for the patent for the “link vote”, and he is now the one who is constantly introducing algorithms to strike off the outer chain, that is, the man in the legend and the ghost。
But now it's useless to complain that even if you were to give up the family of li ying hong, it would be the king or the king. It's not lee ying hong's personal choice, it's the fate of all search engines. Besides, they just told you to hair out the chain and didn't make you look like a mad dog。
It's a good thing we have this classic marketing thing, the legendary marketing king. What's content marketing? The concept of online copying is as follows:
To communicate the relevant content of the business or product in a medium such as pictures, text and animation to attract the attention of the user and give confidence to the user, thus achieving a marketing approach that promotes sales. Content marketing originates from sharing, helping to convey information to consumers from the point of view of the client's answer, and more traditional marketing methods are used to convey product information in a mandatory manner by interrupting user thinking, visualization and hearing。
Such a dry, written concept does not seem to be professional enough to be written in such a way as to make it look too pretentious, as some experts talk about internet thinking. To put it simply, it provides excellent content that solves the problems of the users, which naturally embeds something of its own and helps the users while strengthening their brand image。
So, what does this have to do with seo? How can the idea of content marketing be put into the operation of seos in an era of crazy advocacy for kinghood
The following are some of the lessons learned by individuals:
1. Clear and grey website location
What's your website for? Which area are you offering? It would be preferable to summarize the content of your website with one or two core keywords, and to make the subject of the website clear in one sentence. Vertical content is particularly critical for seos on small and medium-sized sites, especially for new sites, where a wide variety of content can be confusing and difficult for the search engine, as it does not know which category to place you in when processing data。
For example, if you are a teacher of english, focus on the key words of english training, not too many other small languages, not too many english translation and english examinations, but as much as possible。
2. Increase the proportion of encyclopedia content
If 100 degrees are actually killed one day, then the remains of 100 degrees of encyclopedia must be found in its database. Encyclopedia knowledge has been the favorite of the search engine and is the strongest layer of content in its database. So your website should increase the proportion of encyclopedia content, which is, to put it simply, boring concepts, and “what”。
For example, an organic food website, organic-related concepts should be answered on your website. Like organic vegetables, organic rice, organic fertilizers, organic farms. At the editorial level, care is taken to use as many titles as possible, so that articles appear to have a strong sense of hierarchy。
3. Launching a blog column
If the encyclopedia referred to above explains “what”, the blog column here addresses “how”, which is the solution to the problem. Many enterprises abroad have such a column dedicated to solving problems for others. Of course, there are other interesting elements。
For example, a website for translation services will open a “university of translation” which will provide information on translation techniques in various languages, odd translations, methods of using translation tools, etc. This variety of “universities” and “colleges” can help people solve many problems, and of course users often search search engines。
4. Don't be too self-centered
When planning the content of the website, you must always remember the question: everything about you is none of my business. It is a question of visitors who do not speak, but who do not speak. You, as a content planner, have to understand what your content brings to visitors。
For example, the tedious entrepreneurial stories of the founders, corporate culture, business presentations, our strengths, employee stories, etc., are too full to produce seo results. Unless you have some kind of thick, loyal client, the content of this "self-portrait" will be your own. Users don't care how much blood you're getting, they just want to know what benefits they can get from you。
Five, give up the outer chain and focus on the inner chain
The hair chain is the most labour-intensive thing in the work of seos and the least rewarding thing, as well as the salaries of the outer chain attachÉs, and the gap with website editing is increasing. It's not that the outer chain is useless, but it's too low for that. It's like being hit in the balls by kirby's basketball in the middle of the night, and it hurts like hell。
The role of the inner chain is more important than the fate of the outside chain, which is being scolded daily. The internal link is an organic combination of the content of the site, which links the entire site well and makes the site a full and usable product, otherwise the content of the site without the inner chain is a bunch of passive parts and raw materials。
Of course, the construction of internal links is also very complex, even worse than the outer chain. This is a reminder not to make these basic mistakes:
A. Linking articles to the first page; b. Inserting invisible links to articles; c. Multiple links to the same page on a page; d. Too many links to the body
It should not be considered that adding a link to the text is the construction of the inner chain, that a connection outside the body is the headline, and that there should be more links in the body with language references. The uv/pv margin could serve as an indicator of the quality of the construction of the inner chain。
6. Reconnection to depth content
The significance of friendship links has long been more than simply passing on weights, and now the bonds of friendship are more partnerships. The “url+ keyword” is out, and now there is a greater need for a “first friend, then link” thinking that first identifies a person, then his station, and then seeks deeper content cooperation。
For example, such cooperation can result in complementary and shared resources by quoting each other's excellent articles, recommending each other's articles in the body of the text and linking them to each other's articles, or producing special content about your partners。
7. Actively export links
The proposal could be more controversial, as a simple chain to someone else's website would be considered a fool because it would spread the weight of the site. However, the significance of exporting links may not be limited to the concentration of weights, but rather to the question of a higher set of content. The link points to good and relevant content, allowing the search engine to classify your website more clearly, and to make your website more user-friendly. So if you see good content, you can boldly give a link。
The concept of content marketing has often been heard, but many people have a feeling about it, because the content is so general. It makes sense to say that content marketing is 10 times more painful than seo, because the threshold for content marketing is higher. However, better content marketing would be more than 10 times more effective than seo. In future web marketing careers, content planners, site editors, senior content managers, etc. May slowly surface。
At the same time, there are two capacities that require particular attention in the area of content marketing: those that collect resources and those that plan content. The former can easily be understood as a search for resources, and the seo should be thankful to be very familiar with the various advanced search instructions. The search for resources was followed by the processing of these raw materials and their packaging, which the seos could understand as “a stronger version of the false original”. Of course, the content planning also includes the overall content planning。
As toko ken, the marketing father of weibo, put it, a website is more than 100 sales representatives. This direction can be followed by colleagues in the marketing of the web in the choice of careers, and it is hoped that the above will inspire you。
