That's what i've been doing in a shared class。
This is the outline for today. It is divided into three parts: a presentation by seo, the idea of seo integrating content marketing, and concrete practices。
At the national level, seo was formally used as a marketing promotion tool by businesses only since 2006, when it was mainly raising the natural ranking of the website in the search engine, thereby continuously obtaining accurate traffic. For many smes, seo is the most efficient way to access customers beyond the 100-degree bid。
By 2009, the concept of smo, i. E. The optimization of social content, had emerged, since the search results were diversified, and there were other types of content, such as questions and answers, forums, blogs, etc., in addition to official networks, and since it was a search-in-the-world and in fact a hundred degrees (gogogle withdrew from china in 2010), which could help brands to present a comprehensive 3d display on the internet。
Because the mobile internet is no longer unique, the internet is no longer searchable, many new marketing models have emerged, such as microblogging, twitter, self-media, community, etc., and businesses are no longer dependent on search marketing, so there are fewer seos to talk about in these years, and more now is about content marketing。
Marketing, by creating an atmosphere that influences the purchasing behaviour of users, is content marketing, by definition, to influence the purchasing behaviour of users through content。
You can look at this map, users look for content, and for the time being there are two main ways: active search and passive delivery。
Active search usually involves searching engines for information, i. E., people looking for information, when there is a clear information demand; rather, passive delivery involves information seeking people, e. G., mail received, an interesting tweet from the media, or an automatic transmission from the information stream platform。
The main content distribution platforms, whether active or passive, include both approaches, such as the 100-degree search approach, but the flow of information is now doing very well, while micro-searches were launched in 2017, with other features such as headlines, know-how, and little red books having a strong search function。
And the seo is for the user to see what we've prepared when he's actively searching. So now the seo is no longer a simple web keyword ranking, but a web-wide, media-wide ranking, because where there are searches, there are seos。
The current seo should be integrated with content marketing, whereby the seo should be user-centred, content-based, and content marketing should be done with seo thinking。
You can look at this picture, where the seos are related to each other, and the seos make it easier for us to find the well-prepared content, while the good content makes the seos more valuable and allows the users to stay and enter the transformation funnel that we designed。
The current seo is actually a user-centred seo integration of content marketing and, in other words, an optimisation of the online search user experience。
The above figure, which is the user's path from information to product purchase, is a typical buyer's journey in three stages: discovery -- understanding -- purchase, at the discovery stage, may be an advertisement from the brand, or a suggestion from a friend, or a first search due to the promotion of an article, or a clear information requirement。
This interest leads to a second phase of more detailed searches and comparisons, which may result in multiple steps leading to purchase decisions that are finalized, consumption and use of the product, and then feedback or sharing, thereby influencing others to buy and others to enter the process again。
Let me give you an example of this
We're looking at the buyer's journey at the search level。
Here the blue line represents a search for knowledge, a search for red products. First, consumers search 100 degrees for “how to increase immunity”, and see that an article that refers to “xx protein powder” enhances immunity, at a time when some would go directly to understand the brand's protein powder, while others would wonder, and would go further, for example, to look for “do protein powder improves immunity?”。
If you don't feel comfortable with the brand, you'll continue to search for “good brands of protein powder”, and finally look at the brand's information and reputations, and search for “xx”, “what about xx protein powder” and so on, and eventually, if you think it's okay to buy it at an entity store or a skycat store, you'll feel good at it, you'll write a note-sharing。
The general knowledge type search, mainly through the platform of 100 degrees, and the product search, in addition to the 100 degrees, is in the little red book, looking at the notes that are written by others, the red wire that i use above, which is actually the search on the little red book。
Of course, this is just an example, referring only to hundreds of degrees and small red books, and in practice different products, different stages, different users, may choose different search channels. That's why we're doing a whole network layout。
In this process, we need to get brand information to reach the target user effectively and provide different content and different coping methods for different stages。
In other words, brand exposure is required at the discovery stage, verbal guidance at the learning stage and monitoring and maintenance at the purchasing-sharing stage。
At the strategic level, we do two main things: attack and defense。
At the technical level, there are two main channels, seo from the traditional search engine, mainly 100 degrees, and then 360, search dogs and horses, and seo from the various aps, which we also call in-app seo, like the little red book just mentioned, micro-letters, headlines, knowledge, etc. Wherever we can create a search, we have to figure out how to cover it。
This is a holistic approach, divided into five steps: analysis of needs, creation of a vocabulary, creation of content, channel publication and optimization of ranking。
Step 1: analysis of needs
Analysis of needs involves first understanding our target clients, mainly through search for keyword research and social profiling. Research on search keywords is used primarily to analyse the search needs of users and social profiling to inform user concerns and interests。
Keywords research, with many tools in use, is commonly used by two: 100-degree keyword planners, 5118,5118 mainly for analysis and long end-word digging。
For example, you can see this map of needs for “enhanced immunity”, from which you can see what the user's demand for the core term “enhanced immunity” covers, allowing for an understanding of potential clients, while also expanding the range of seed words in different directions。
Then you can look at the need for the word protein powder, and you can see this figure, and we can see that the greatest concern for protein powder is the need for fitness and muscle growth, i. E. The relatively low level of immunity awareness among users with a clear brand orientation, so this is the time to focus on immunisation。
The social media can be used to capture data by combining them with information collectors and then analyze them to understand what the target users are discussing and what they care about in social media. For example, micro-hot spots, 100 degrees of hysteria, etc. Can be used, or individual platforms can be targeted for data analysis。
It is also possible to draw on the comments of electricians, such as their own brands and those of the competition for a carnival, to produce valuable information. Consumer pains can be found in the ratings, as well as in the user's purchasing characteristics, such as why he bought it, where he used it, etc。
In addition to understanding user concerns and interests to support content selection, this information can also provide more seed language for our keyword outreach。
Step 2: create a vocabulary
Key-word excavation requires the identification of a group of seed words, which will then be expanded using tools, followed by cleansing, sorting, cataloguing and, finally, the creation of a keyword library. We usually use 100-degree keyword planners for excavations, along with 5118 tools, platforms for bottom-up, micro-indicators, etc。
There are usually five types of dictionaries that are created: brand, generic, functional, scenario, competitive。
Among them are brand names, brand slogans, brand products, which are mainly used as brand defences, while others are used as exposure guides。
Step 3: creative content
After a good vocabulary is created, content creation is followed by two aspects: user perception and keyword matching. User perception means that content must be a point of interest to the user and can really solve the user's problems; keyword matching means that the search keyword must be incorporated into the content。
In creating content, three things should be noted:
Identification of the population to determine the main theme
To take the example just given, the word "enrichment," we identify the population group, which is targeted at young people, and then we can see that “food” is the most in demand, so we can start with the theme of “food for increased immunity” and then replace it with this health food, which is little protein powder。
And then we set the main priority, because our theme is food that enhances immunity, so the content must be around the theme that increases immunity, which can refer to the causes and consequences of low immunity, but which is at the core。
This is followed by the layout of the keywords, with a focus on three places, one being the title, which must contain the keywords as far as the left is concerned; then by the first and last paragraphs of the contents, which serve as an illustration of the subject matter of the article, and the latter as a echo. And then there's something natural in the text。
When we actually do it, we need to target the results of the search of each keyword in different search engines and the related more detailed search needs of the keyword。
Step 4: channel release
Once the content is ready for publication, we just said there are two types of channels: traditional search engines and quality apps。
App understands that it is sufficient to publish it directly to the account number within the app platform, such as we believe in micro-intellectuals, small red books, small red books, and, of course, make every effort to select a good account at the time of publication, such as a kol with a certain number of fans。
The traditional search engines, like 100 degrees, are going to analyze which platforms are easily ranked at 100 degrees。
Because it is an integrated search engine that aggregates the content of the entire network, he also has his own algorithm to rate different web platforms, that is, weights. The higher the theoretical weight of the website, the easier it is to rank the content published above, of course it is a reference value and cannot be the sole criterion。
Step 5: optimizing ranking
While i have included optimisation as a last step here, it is in fact important to consider it at the outset, from the selection of keywords, the content of creations and the publication of selection channels. At the heart of the factors influencing ranking are three: relevance, authority and interaction。
Whether the traditional search engine or the mainstream app, the ranking is based on three aspects, but a large search engine like 100 degrees, but the algorithm is more complicated because the content he wants to present comes from different websites. And the apps, like micro-intelligence, little red books, add more social attributes and search results can have a thousand-person effect。
This is what has been shared today, with some simplification of what was previously shared, in the hope of helping or inspiring you. If there are any questions or differences of opinion, please leave a message and forward it, and thank you for your support。
