1 Don’t make the homepage falsh
Real search engines have poor ability to recognize images. Making the homepage flash will not only be detrimental to search engine rankings, but will also slow down the search engine rankings. The speed of entering the homepage, to a certain extent, sets up another small obstacle for your customers to find you as soon as possible.
2 Don’t make the navigation a picture link.
Because the search engine is a large database, not a picture library. What the search engine sees on the homepage of the search engine is your title. , and then search other internal pages of your website through your navigation system, so if your website navigation is a text link, the search engine can easily search your other pages, which is a perfect display of the overall image of the website. If the picture Connection cannot achieve this effect.
3 Do not use a large number of pictures to compose the homepage.
Any search engine likes to have an obvious structure, but does not like to make the website into a skin, so that the search engine cannot distinguish your key points.
4 Do not create so-called general URLs, which are used to deceive people who do not understand the Internet.
80% of a website’s traffic comes from search engines, and the other 20% is through direct input of URLs and links to navigation websites. Less than 0.5% of people use general URLs. Because of the success of the 3721 network real-name network, the general website is just trying to take advantage of the immaturity of China’s Internet. Do you understand the Internet? If you understand, don’t use a generic URL.
5 Don’t believe the Internet company’s promises about your sales performance.
If you are the boss of a company or the person in charge of a website, you will hear that many business personnel of Internet companies will give you some unrealistic promises in order to let you make a promotion, such as With promotion in hand, you won’t have to worry about sales. If you promote it today, it will definitely bring you hundreds of thousands of sales. Sometimes you will be told that our client sold millions in a year after promotion. Are these all due to promotion? What is the probability of this, 1% or one in a thousand?
6 Don’t be fooled by Zhongsou’s cheap junk service.
It is worth saying that Zhongsou is not a search engine because there is no traffic. The traffic of many personal websites is much greater than that of Zhongsou. The most important thing is that the technical problems have not been solved well.
7 Do not advertise after the first page.
People who frequently browse Baidu will find that when they encounter some popular keywords, such as mobile phones, digital cameras, handheld computers, movies, etc., the first four or five pages are promoted. The top three can intercept 80% of customers and traffic, the first page can intercept 60% of customers and traffic, and the click chance of the second page is only 20% to 30%, let alone the third and fourth pages. In a word, there is no As a result, money is wasted.
8 If you want to use spam to promote your website.
No one hates spam nowadays, because it has brought a lot of negative effects to people's work. The chance of reading spam is less than one thousandth, let alone considering your service. and products. It greatly affects the corporate image.
9 Too much pursuit of free and crazy friendship links.
In order to save money, some people place their hopes on free resources. What is even more ridiculous is that some people want to use purely crazy Friendly Links hopes to increase the traffic of its website, improve its ranking in search engines, and attract a customer.
10 It’s difficult for those e-commerce engineers, because they have more than they can do.
In order to catch up with the wave of e-commerce, many companies specifically find a student majoring in e-commerce or someone who understands the Internet, and no longer spend other money to successfully run the company website and ultimately make the website profitable. . Don't embarrass those e-commerce engineers. They also want to run the company's website well, but they don't know much about it themselves. They can only maintain your website.
-- About website promotion
1. Search engine spam
Search engine spam technology is the use of unethical techniques to improve one's search engine rankings .
Dishonest webmasters use this method to deceive search engines and obtain higher rankings. This approach will improve your website's ranking in the short term, but the consequences are very serious. It may cause the search engine to permanently delete your website from its database! The following are nine commonly used search engine spam techniques:
1. Hidden text: Use the same text and background colors to hide keywords. In this way, users cannot see such words, which does not affect users' normal reading, but search engines can clearly see it. This is one of the most commonly used search engine spam techniques.
2. Repeated keywords: often used with hidden text. However, this approach will constantly repeat the keyword in small fonts at the bottom of the page, or hide it in meta tags. This is the most popular search engine spam technique.
3. Use irrelevant keywords: never use some popular keywords in their website, but use some keywords that have nothing to do with their website. In this way, some people will find his website when searching using these unpopular keywords. But this is completely useless. When visitors find that the website is not what they want, they will leave immediately. Doing so deceives both search engines and visitors.
4. Hidden tags: Hide keywords in html tags, such as style tags, alt tags, etc. Hidden links are also considered a search engine spamming technique by some search engines, but not by others.
5. Identical or similar pages: Do not copy pages (or portal pages), or give these same pages different names and then submit them to search engines. This is obviously opposed by search engines and catalogs.
6. Page switching technology: This is to use one page when visiting search engines to improve the ranking on search engines, but use another page when facing visitors. Doing this will also get you a good website ranking for a while, but the consequence is: once the search engine finds it, your website will be permanently removed from his database.
7. Link search engine spam technology: Search engines will consider those links established through the self-service link system as search engine spam technology.
8. No content: A website without specific content is a spam website for searchers. Illegal content, copied content and web pages that are all friendly links are also search engine spam techniques for search engines.
9. Over-submission: Each search engine will limit the number and frequency of web pages submitted by a website. Do not submit to the same search engine more than once within a month (that is, you can only submit once), and you cannot submit multiple pages to the same search engine within a day. Remember not to submit portal pages to them. Be sure to follow the search engine's guidelines.
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The website promotion plan should at least include the following main contents:
1. Determine website promotion stage goals. For example, within 1 year after release, the number of unique users visiting each day, relative ranking compared with competitors, performance on major search engines, number of links to the website, number of registered users, etc.
2. Website promotion methods adopted at different stages of website publishing and operation. If possible, it is best to list in detail the specific website promotion methods at each stage, such as the name of the search engine, the main forms of online advertising and media selection, and the costs required.
3. Control and effect evaluation of website promotion strategies. Such as the control of stage promotion goals, promotion effect evaluation indicators, etc. The purpose of controlling and evaluating website promotion plans is to promptly discover problems in the online marketing process and ensure the smooth progress of online marketing activities.
The following uses a case to illustrate the main content of the website promotion plan.
In actual work, since the situation of each website is different, these steps and methods do not necessarily need to be copied, but are only used as a reference.
Case: Promotion plan of a website (simplified version)
Here, the first promotion year of a website is divided into 4 stages, each stage takes about 3 months: Website planning The construction stage, the initial stage of website release, the website growth period, and the website stability period. A company produces and sells tourist souvenirs. For this purpose, it has established a website to promote the company's products and has the function of placing orders online.
The promotion plan formulated by the website mainly includes the following contents:
1. Website promotion goals: It is planned to reach 2,000 independent visitors and 10,000 registered users every day one year after the website is released. ;
2. Promotion in the website planning and construction stage: that is, preparations for promotion start before the website is officially released. During the website construction process, search engines such as Google and Baidu will be evaluated from the aspects of website structure and content. Carry out optimized design;
3. Basic promotion methods in the early stage of website release: log in to 10 major search engines and category directories (list the list of websites planned to be logged in), purchase 2-3 online real-name/general URLs , Establish website links with some partners. In addition, cooperate with the company's other marketing activities to publish corporate news in some media and industry websites.
4. Promotion during the growth period of the website: After the website has a certain number of visits, in order to continue to maintain the growth of website visits and brand promotion, place online advertisements on relevant industry websites (including websites that plan to place advertisements and Column selection, advertising forms, etc.), place advertisements in several related professional electronic publications; exchange resources with some partners;
5. Promotion of the website during the stable period: combined with the company's new product promotions, send out irregularly Online coupons; participate in industry rankings and competitions and other activities in order to gain news value; when conditions are ripe, build a neutral industry information website related to the company's core products for auxiliary promotion.
6. Evaluation of promotion effects: Track the effectiveness of major website promotion measures, conduct statistical analysis of website traffic on a regular basis, and cooperate with professional network consultants when necessary to diagnose online marketing and improve or cancel poor results. promotion methods, and increase the proportion of investment in promotion strategies with obvious results.
This case is not a complete website promotion plan. It only briefly lists some important promotion contents. However, from this simple website promotion plan, we can still draw several basic conclusions. :
First, formulating a website promotion plan will help you to be targeted in website promotion work, and carry out the work step by step and purposefully to avoid important omissions.
Second, website promotion has already begun before the website is officially released, especially the optimization work for search engines. The need for promotion should be taken into consideration during the website design stage and necessary optimization should be done. design.
Third, the basic methods of website promotion are applicable to most websites, which are the so-called general website promotion methods. A website usually needs to carry out these regular promotions during the construction stage and early release stage.
Fourth, different methods need to be used at different stages of website promotion, which means that website promotion methods have staged characteristics. Some website promotion methods may be effective for a long time, while others are only suitable for a certain stage, or are used temporarily. Various website promotion methods are often used in combination.
Fifth, website promotion is one of the contents of Internet marketing, but it is not all of Internet marketing. At the same time, website promotion is not isolated and needs to be combined with other Internet marketing activities.
Sixth, after the website enters a stable period, the promotion work should not stop. However, since it is difficult to further increase the number of visits, some promotion strategies beyond the conventional are needed, such as building an industry information in the above case. Class website plans, etc.
Seventh, website promotion cannot be carried out blindly and requires effect tracking and control.
In the website promotion evaluation method, the most important indicator is the number of website visits. The changes in the number of visits basically reflect the effectiveness of website promotion. Therefore, the website visit statistical analysis report plays a crucial role in the success of website promotion. .
The case gives an overall plan for website promotion. In addition, it is also necessary to formulate detailed plans for each specific website promotion measure, such as search engine promotion plans and resource cooperation plans. , online advertising plans, etc. This can be more specific, prepare more issues in advance, and facilitate the control of website promotion effects. This article omits these details, and the implementation plan for specific website promotion methods will be introduced appropriately in subsequent content. In addition, the complete website promotion plan also contains more detailed content, such as marketing budget, stage promotion goals and evaluation indicators, etc.