The following is a compilation from #2019 asibill cross-border seller congress # the presentation by daniel, " how to work the seo project " 。
Daniel: ceo, shenzhen takusha technologies ltd., with eight years of experience in cross-border digital marketing。
Many companies want to get seo flows, but they face a number of problems. First, let's figure out what really made the seo project impossible。
1. Site construction does not comply with optimization rules
Many people are probably wrong about the first step of building a station. The construction of the site is deep, even for hundreds of stations. A lot of direct js calls, not even basic source codes. There is no way this site can be a seo。
2. Seo talent shortage
There's a lot of people doing 100-degree seos, but google seos are particularly rare. Neither the right person nor the owner had the time to study further, which made the seo project impossible。
3. Serious information isolation
In the area of seos, access to knowledge is limited. It is not possible to improve seo's integrity simply by looking at the blogs of authoritative experts or the relevant books。
Many seo employees are able to do basic work such as headline optimization, description optimization, etc., but because of the lack of knowledge of depth optimization and the optimization of the operational comparison base, the ranking has not been possible, which is the problem caused by information isolation。
The seo operates deep
It would not be reasonable for many clients to believe in the ranking or the number of queries committed by seos. Is there an investment like this going to happen next year
Seo has a certain level of investment uncertainty that requires communication between a and b to provide each other with professional knowledge and skills in their respective industries. It is not feasible for some clients to send their own operators online to search for relevant knowledge in the product industry。
5. The cost of linking inputs is too high
Prior to 2013, seo had a flow dividend period, during which the world could buy, canyon and so on. During the flow dividend period, if there were many extra chains on other websites, it would be possible to create its own website. But now only websites with data can give you weight and raise your ranking。
This piece is relatively large, making a link overseas, about $150 or more. As the owner of the business, it would be interesting to know if the money would work。
So when many employees ask the boss to buy a link, the boss asks, "can we get a ranking?" the employee can't guarantee it, so the boss refuses to pay for the link。
6. Content creation difficulties
Because english is not our mother tongue, it will be very difficult to create content。
But why is it so difficult for seos, and there's still a lot of companies that want to get this flow
1. The cost of advertising traffic increases year by year
In order to generate sales in the fastest possible way, everyone would choose to advertise, and when everyone fought for advertising, its price would rise。
2. Bottlenecks in advertising flows
For large sellers in particular, it is difficult to push up when a bottleneck is reached when a large amount of money is spent on a product。
3. Seo flows are stable and no click fees are required
According to the client's case, when they do google ads, they click about $10-25, so there is a great need for free traffic like seo to reduce advertising input。
4. Seo traffic conversion rate is at least three times higher than advertising traffic
My friend just started running an independent station with about $10,000 a month. He received thousands of traffic from social media, but only a few were actually on the list; seo traffic was just over 100, but it was higher than social media. Because seo traffic means that customers come in, it's going to have a higher conversion rate。
Google endorsement to enhance brand image
Suppose you put a lot of effort into advertising, but what do users think when they search your brand in google? He'd think the brand was premature. If we can put it up, it's like google's indirectly endorsing our brand。
To help you build barriers to corporate competition
When google searches, if you can get your website to the first page, and the competitor's website to the second page, you've succeeded in building the moat, because the second page is basically not flowing。
Several client cases are shared here and see what their seos can do and what they have in common。
Tung zhong, a model company
Over the past five years, four sites have worked together, each with at least 10 high-quality information drives per week, and many keywords have long dominated the home page, with clients including haman international and aston martin, among others。
2. Shenzhen, a fast-growing company
The natural search flow of the project is over 800, 40 times higher than the previous one, and previously the key words with an average price of more than $10 have been clicked on the front page, with customers including tesla, audi, bmw, etc。
3. A game virtual currency company in shanghai
The b2c type has more than tripled through the outsourcing model。
There are several points where they have been successful that we need to learn from。
1. Seo foundation
In order to get the seo together, the project manager must first have a certain seo base. If you don't learn seo by yourself, you'll have to fake seo, so it's very risky。
2. Targeting service providers
None of them were looking for a publicly guaranteed list of service providers, because that was something that we had mentioned earlier and was not in line with investment logic。
But sometimes, because of their greed, people choose the seo service companies that rank in these guarantees. There are a number of algorithms that guarantee rankings, but i don't see any family that can do it as far as google is concerned。
Reward investment
One is investment in creating links and the other in human resources。
For example, you've got someone who wants to study, who can't learn anything without supporting him, who can't do anything in your company, and who may not be able to stay。
4. Looking at growth rather than results
For the seo project, the progress of the entire seo project should be seen rather than the final outcome。
A lot of the foreign trade bosses are thinking about how much i'll pay you to see the end results, not the process. The seo industry is very special, and when you fail to do the first three of the front pages, the flow does not change significantly. When employees worked hard to get the ranking from 78 to 10, the boss said he had nothing to do with it, and he would be very hard hit。
So it's important to see growth first. For example, if you hire someone, you have to look at what he's done, quantify what he's doing, and in the process, see if the key words have increased。
So how exactly should we proceed with the seo project? First of all, the industry experience has led to a ranking factor for seos and their proportion。
1. Outer chain construction (33. 4 per cent)
Previously, the proportion of external chain construction could reach 78 per cent, but it is still very high, although it has declined。
2. Single page optimization (18. 2 per cent)
Refers to specific optimization of a page, including text, pictures, external links, page abundance, etc
3. Site speed (13%)
The speed of the website affects not only ranking but sales as well. The website is not just open and can be viewed, but it is also about user experience。
4. Web link architecture (22. 6 per cent)
Many people love to change their websites, for example, by making random changes after the completion of the link, which can produce a lot of dead links in the process。
Because you may be connected here from other pages, and when the address changes, the user jumps in and sees 404 pages。
5. Content creation (12. 8%)
Google now prefers regular updates。
So we can see that outer-chain construction and content creation account for 46. 2 per cent, very important but time-consuming. Outsourcing could be considered if the ratio of team personnel was not commensurate with that。
There is also the speed of the website, which can be solved by the company if it has technical staff; if not, outsourcing of this section is easy. The results of the website's speed optimization are also evident。
But single page optimization and web-linking structures, which are 40. 8 per cent important, must be addressed by businesses themselves. Only you know more about the products of your own company. People can't help you, and outsiders can't describe them better than you do。
Then let's look at the split of the entire seo project。
1. Website development and optimization
This is the most fundamental thing, and once we have a website, we have to optimise it according to google standards。
2. Keyword research
There's a case around me where he set the web keyword into a type word, which has gone up to google's front page, but nobody searchs. I asked him to see if there was a search volume for this type of word, and it was found that it had less than 20 searches a month, equal to no search。
So when we're doing the layout of the site, keyword research is very important. Even if seo is not used as a centre of gravity, the distribution of keywords will give the site a distinct fork in one or a year and a half and the flow will rise very quickly when there is a layout。
3. Extra-chain construction
Through external chains, the ranking of the website will be raised as a whole。
4. Writing articles
Because of the limited pages on the site, there is no way to carry more long endings, and at this point we will put them in the articles, and we will get more long endings and better rankings。
5. Data analysis
When we're done with this series of work, we need to analyze the effects through data, the method of analysis, whether the outer chain is effective or not。
Among these, the creation of articles and the construction of external chains are time-consuming and can be outsourced. Other projects recommended that the work be done on their own and that the creation of articles and the construction of outer chains be done as supervision of the project。
Finally, how did the seo project land
1. Business owners/leaders spend a month understanding the concepts and theories of the industry, which must be understood in order to communicate efficiently with those who recruit, employees and colleagues。
2. To apply seo optimization based on the knowledge gained through training, self-learning, etc., and to follow up on the results。
3. Provide project supervision for outsourced projects。
In fact, seo is not as difficult as you think, but it can be promoted with effort, time and input。
