Many of the ideas about seos have been shared before, such as "how does the seo strategy guarantee long-term effectiveness" and "seo size" are more theoretical. This is a real story, sharing how systematically seo growth strategies can be developed, and some operational cases can bring about some real growth。
Seo 3 step growth strategy
I think the seo growth strategy can be divided into three steps: building infrastructure, finding dividends, refining. The three steps are essentially from the point of view of ease, from short- to long-term implementation, and are more suitable for landing。
First step. Building infrastructure
Ideas one
The first way to fix infrastructure is to optimise the six core links of the seo search ecology, i. E. The core channel。
This simple ecological map contains six links:
Web placement: sitemaster/ seo's sitemap generation and delivery (where the search engine also captures itself, counts as passive delivery, without repetition)
Capture/intake: the search engine captures web pages with spiders, captures and indexes. Of these, seo parts relate to reptile optimization, inner chain optimization (impact capture efficiency), content quality
User search: seo needs to pay attention to the excavation of search words and the coverage of search needs, user search needs analysis
Ranking/click: this part of the seo contains internal and external links, structured data, content relevance
User browsing: the seo component involved has website performance, website stability and security
Content presentation: relevance, richness
A wave of growth can be achieved if problems are identified and repaired along the above core lines. For example, i found that there was a low rate of recording, that a special symbol %2f was checked, mainly for urls, and that it was not submitted. Once this problem is resolved, it may lead to increased flows。
Also, in order to maximize the impact of the seo, care must be taken to scale, after all, "effects = size x growth."。
Note: the basic content of the seo suggests looking at the official documents of the 100 degrees and google, which are not repeated here。
Ideas two, whole and local
There's also the idea of capital optimization, which is to put together the whole structure of the seo, and then focus on breaking through. I shared a map of the seo that i had prepared earlier:
I divided the whole of the seo into drop links, search engine links and incremental links, which were delivered on the side of the seo, capture and ranking on the side of the search engine, and, lastly, user growth links accessed by the user. The base is supported by commodities/contents, website stability, full-link data, automatic inspection, human insect separation and performance optimization。
The seos drop links and search engine links, and i also have a simple picture, which is not very comprehensive, and i want to know what's going on. It's not professional, it's off。
In conclusion, the overall framework of the seo is set up to ensure that the seo flows are steadily growing and capable of sinking, before looking for a major breakthrough。
Case - submission of aliexpress structured data
Simple sharing of an aliexpress structured data case. Aliexpress submitted structured data for the detail page, which contains structured data for product, pictures and videos. One of the two values is that google serp was given a special presentation and that data was submitted to google. Finally, ctr has been significantly upgraded and the flow of text from this channel has been zero. Below is a screenshot of the gsc and some special presentations:
The above figure is the ctr upgrade after the go-live
Rich text flow from nothing to nothing
Step two, find a bonus
The search for dividends is also an effective way to achieve growth in seos, largely divided into technological dividends, content dividends and market trends。
Technical dividend
The technology dividend is mainly the use of search engines to introduce new technologies that affect intake, ranking and exposure. For example, the amp technology that google had launched had a significant increase in rankings and web access rates, and ali express and alibaba had benefited from a wave of dividends. And there's no need to worry about the students who didn't catch up with the amp, and this year google is about to launch a web-based core indicator, so we can focus on it。
Content dividend
The content dividend is to see if there is an opportunity to generate a scaled content. For example, many websites have their own big content, but do not use seo thinking to comb and throw it, leading to sitting in the mountains without knowing. I've heard an example of an english dictionary site before. The site is available for chinese and english translations of words, with only a few pages such as the first page. And one of the seo students combed it and made each word a single page, like, "what does the dolphin say in english?" "how does the zoo translate" and then put it on the air. This generated a big page, and each page could hit the user's query translation, which eventually resulted in a surge in traffic。
The websites of electricians such as alibaba and aliexpress are also using the tag page as a channel for the seo, which combines the goods in the station and produces a mass list page for the hit user query。
Market trends
Market trends are trends in the search for and use of the internet or target markets. The mobile age, for example, is a temporary one, when the flow increment of the mobile end can be obtained by making and adapting the mobile station. It's the same thing to be a cross-border electrician who looks at amazon's new list and looks for new and explosive items. There has recently been a clear tendency to focus on video content。
Step three, fine
After building the infrastructure, setting the framework and finding the dividends, the seo strategy needs to be refined and long-term. While such a strategy may not be likely to erupt in the short term, long-term investments will accumulate and have significant effects. I'll give you two examples of fine-tuning strategies:
Content operations policy
The seo content strategy is to generate articles and channel them to the following main processes:
Seo keyword collection and access
Production of relevant content
Launch and flow of web pages
For example, i collected the keyword "the time and place of the 2020 blue island beer festival," which flows about 200 times a day; then i let the operator write an article on the subject of the keyword; and finally, i put it on the website and put it on the air and channel. Here's the serp for this keyword. It's a typical seo operation for websites like local treasures:
This approach is now very common and is a healthy, long-term strategy that applies to news stations, business stations and tourism websites. This strategy has also been used to capture a large amount of traffic in tourism。
Category operations strategy
The catalogue operating strategy is a strategy for comparing the websites of electricity producers, which are more widely used by overseas generators, such as amazon, ebay and others. The main ones are the operation of goods, content and commodities for the catalogues, such as the renaming of the headings, the writing of a narrative for the catalogue pages and the increased exposure of the commercials。
The strategy itself is not entirely for seos, but also for industry and commodities, but it is true that users experience it better and have accumulated very good effects on popular keywords over time。
For example, a home-based website overseas, wayfair. Com, has a very clear division of headings, and at the bottom there are operational writings and seo inner chains。
Summary
The seo growth strategy can follow the above-mentioned three steps of building infrastructure, finding dividends, and fine-tuning operations, so as to ensure that the low-cost front-runners have a definite effect, that the medium-term dividends are found and that the later end results in a healthy long-term growth。
Finally, it is inevitable that there will be partiality and omissions
About authors
The author is zhang yanan, currently an expert in overseas traffic in ali baba, a senior seo practitioner, google webmaster editor, and seo technology researcher, who specializes in the optimization of large websites, seo, and has several successful cases of various websites, working to increase their traffic。
