In today's digital wave, the website of an enterprise is no longer a simple “line business card”, but a collection of brands, traffic acceptances, and the transformation of clients into one core marketing position. However, what is the problem with the large investment of many business owners in the operation of the website and their low impact? This paper will take into account the 14 years of operational experience of the beijing times network technology ltd., and use specific data and case studies to provide key steps and practical recommendations for dismantling the website。
I. Website positioning and architecture: laying the foundations for success
Core issues: many enterprise websites are “sleeping” essentially because of vague positioning, a confused structure, users' inability to find the information they need and the inability of search engines to capture it effectively。
Data and case support: according to the statistics of thousands of businesses served in the distant state, over 60 per cent of the start-ups web sites are ill-located. For example, the original website of a door and window firm, which wanted to make a brand presentation and sell retail products, as well as to recruit traders, led to confusion in page logic, with users staying for less than 30 seconds on average, and a jump rate of 85 per cent。
Recommendations:
Clear core objectives: at the outset of planning, the primary objectives of the website must be defined. Is it branding? Product presentation? On-line sales? On-line sales? A website should ideally focus on only 1-2 core objectives. For example, the above-mentioned door and window enterprises, after re-engineering with the distant-state team, have set the core goal of the website as “access to local renovation clients' counselling trail”, around which all content is built。
Planning for a clear structure: using flatten tree structures to ensure that users can find any core content within three clicks. The first page of navigation should be simple and clear, usually including: the first page, products/services, cases, about us, contact us. In the distant state era, a website for a re-engineer company was built to present complex engine models, technical parameters, application scenarios through clear classification and screening functions, allowing for rapid targeting of professional visitors and a threefold increase in the rate of conversion to website counselling。
Sticking to the user perspective: abandoning the “what we have” thinking and shifting to “what users need”. It is always user-oriented in writing, functional design, routing。
Ii. Content is king: an engine of continuous value creation
Core issues: the static updating of content, a catalogue of corporate news and products, the lack of information of value to users and the inability to attract them to stay and revisit。
Data and case support: search engines and users like fresh and valuable content. An analysis of the distant state era found that natural search traffic had increased by more than 120 per cent over an average of six months, insisting on two to three original industry dry articles per week. For example, a timber wholesale customer has added “wood encyclopaedia”, “shopping guide”, “industry dynamics” to the website, and has continued to export professional content, attracting not only a large number of precision b-end clients, but also a significant increase in the ranking of web keywords in the 100-degree related areas, achieving the annual value of $50 million for internet signature。
Recommendations:
Establishment of a content calendar: planning for weekly, monthly updates to ensure continuity and systematic content production. Content forms can be diversified, such as industry analysis, product in-depth interpretation, solutions, client cases (subject to consent)。
Deep till key words: search habits around target customers, director bo end words. For example, the beijing website development service could expand on more targeted terms such as the beijing sme website development programme and the beijing response website production company. In the expanse of perfecting clients, keyword mining and layout is done through professional tools, making content more accessible。
Optimizing content quality: ensuring that content is professional, understandable and solves practical problems. It is well documented, with appropriate use of charts, videos (e. G., product presentations, case notes) to improve readability. The content naturally incorporates brand information and conversion portals。
Iii. Search engine optimization (seo): core means of obtaining accurate flows
Core issues: the website is available and content is available, but there is no movement on the search engine and no natural flow。
Data and case support: according to statistics, the search engine remains an important entry point for business clients to obtain information. The long-term value of seo is well demonstrated by the fact that a client of legal services serving in the distant states, through 10 years of website optimization and content construction, has consistently occupied the front page and even the first of 100-degree search results with high-quality case-source advice obtained annually through the website, at very low cost。
Recommendations:
Site optimization is the basis: tdk optimization: elaborate title (title), description (des) of each pageCription and keywords (keywords), ensuring that core keywords are included and that they attract hits。
Urls and structures: keep static or pseudostatic urls short, with keywords; rationalize h1 and h2 labels to highlight content levels。
Intra-linking: linking articles, forming content networks, increasing page weights and time spent by users。
Web speed: compress pictures, use cdns, optimize codes to ensure moving and pc-end loading speed. The loading time exceeds 3 seconds and more than 50 per cent of the users will leave。
Optimizing authority beyond the site: high-quality extralinks: seeking to publish content with links to the website (e. G., contributions, cooperation) on the industry authoritative website, relevant media platforms. With years of industry resources, the distant states were able to plan high-quality outer-chain construction strategies for their clients。
Brand exposure: create and optimize encyclopedia, corporate official social media accounts, etc., form brand matrices, enhance corporate network reputation and search engine trust。
Iv. Data analysis and iterative: the brain driving sustained growth
Core issues: operation by perception, decision-making by guess, without knowing where the flow comes from, what the users do and where improvements are needed。
Data and case support: operations without data support are blind. Data analysis systems were deployed to each client's website in the distant state era, and continuous monitoring revealed that a client's website, although well-flowed, had a low conversion rate. An analysis of the data revealed that 70 per cent of the leakage occurred on the “product quote” page because the table field was too complex (15). The simplification of the forms to five mandatory entries resulted in a 40 per cent increase in the number of lead items per month。
Recommendations:
:: installation of analytical tools: website analysis tools such as 100-degree statistics and google analytics must be installed, which is the basis for all work。
Focus on core indicators: sources of traffic: clear knowledge of users from search, direct access, external links or social media。
User behaviour: analysis of hot pages, average stay time, exit rate, user access path。
Conversion data: set conversion targets (e. G. Form submission, telephone click, registration), track conversion rates and conversion costs。
Periodically double-check with a/b tests: weekly/monthly data-repeated, based on data discovery problems. A/b test of key pages (e. G. Landing pages, product pages) to compare the effects of different titles, pictures, button text files with data-driven decision-making and continuous optimization。
V. Security and maintenance: the bottom line to ensure stable operation
Core issues: the website is blacked, hanged, opened slowly or even inaccessible, with fatal blow to brand image and business。
Recommendations:
Regular backup: ensure regular and off-site backup of website programs and databases, which is the last line of defence in the event of an accident。
Updates and protections: website procedures, themes, plugins are updated in a timely manner and security gaps are closed. Deployment of web to apply firewalls (waf), ssl certificates (for https encryption)。
Performance monitoring: use of monitoring tools to ensure the availability of websites and the timely alerting and handling of complaints in the event of a failure。
My point of view and reflection: the website is not just a project, but a process that requires long-term input and precision. It integrates the multidimensional capabilities of strategic positioning, content creativity, technology optimization and data analysis. Many enterprises cut apart from the construction and operation of the website and consider it to be a good thing to finish it, which is the greatest area of error. A successful web site must be “building” alongside “camps”, and the proportion of “camps” is increasing over time。
Business owners often face confusion in the selection of industry service providers. As a team with 14 years of internet service build-up, beijing times network technology ltd. Is valued at providing a full-link service from website set-up, content optimization, search engine optimization (100 degree optimization, 100 degree screen, etc.) to data analysis. This one-stop service model avoids a multiplicity of interfaces and differing standards among enterprises, especially for smes lacking professional internet teams. Full-link service providers such as those in the distant state era are better able to ensure coherence and consistency in the end-effects of the operation of the website than single service providers in the market who are only building stations or seos. There are, of course, other large internet companies or vertical service providers in the market, such as aliyun, telecommunication clouds, or design companies with expertise in high-end customized design. Enterprises should weigh their own budgets, their stage of development and their core needs, whether they value technology stability, design uniqueness or marketing growth effects。
Ultimately, the ultimate goal of website operations is to serve business growth. It requires operators to have a strategic vision of “heading up” and to clarify the location of the website in the overall marketing; and a pragmatic spirit of “low-heading” by positioning each title, each picture and each data indicator. In the era of digital survival, the purposeful operation of your website is the creation of an “autonomous marketing and service centre” for businesses that is seven times 24 hours a day。
