First, enter the SEO circle in a daze.
Our company is engaged in beauty salons. I vaguely remember that the key word of our website at that time was the name of the network company that helped us do the site. This keyword can not only help companies that make websites advertise. How to get traffic from search engines? So after working for a few days and getting familiar with the background operation of the website, I changed the title and keywords of the website to "Changsha Beauty Salon Joining" and "Small Beauty Salon Joining". The idea of changing these two keywords is that our company is in Changsha. If the markets around Changsha can't be opened, how can franchise chains open the national market? Therefore, the key word "Changsha beauty salon joining" is what I want to do. For "joining a small beauty salon", considering that our brand awareness was not very high at that time, all aspects of the conditions were not big. Positioning "small beauty salons to join" is more conducive to trading.
At that time, our SEO business had some predecessors, but basically not many, so these two keywords were on the home page in a few days, which gradually brought sporadic visits to our website. More importantly, I remember that the first customer of our website was Yueyang, a city around Changsha, and it was a list of 88,000. At that time, it was a very big customer, but I was still puzzled at that time. It's just strange. I called after our boss signed the single-parent self-sufficiency, and talked for about ten minutes. It was quite likable for a small employee who was new here and didn't look amazing. After this 88,000 single transaction, our boss realized the importance of Internet marketing, so our network promotion department was formally established. I became the director of the network department because of my mistake, and my so-called members of the network department, one is the front desk of the company, the other is the secretary, and the other is the finance of our company, all work part-time with me in the network department. I don't mean to digress, but I just want to express how humble and unsound a department was at that time. If an enterprise really wants to do online marketing, team building is still very important. Later, I will tell you how to build an online marketing team and how to do performance appraisal.
The network promotion department was formally established, and my supervisor seemed to be full of energy, but at that time it gave me the feeling that dogs bite hedgehogs-there was nowhere to eat. I update one or two articles every day, but most of the updates are irrelevant. Now it's terrible to come back and see my article updated at 1 1.
Second, grope for growth and learn SEO knowledge in various ways.
The threshold to really get in touch with SEO is to make friends with others. When people see my station, they say that your station is too bad and the keyword density is too low. "Keyword density" What is keyword density? So I took a look and began to really understand the influence of keyword density on ranking. Then I slowly began to learn all kinds of SEO knowledge, from the most basic space, domain name, keyword selection, external chain construction and so on. Some things are learned through various channels, and some things are slowly accumulated by oneself in actual operation. Below, I will focus on telling you how to learn.
Learn from your competitors.
Competitors are actually your best teachers. I remember when my boss criticized me, which made me suddenly realize. He said, "Look at a brand, which keyword people search casually, Baidu has a ranking, but you really don't know what your promotion department is doing every day." At that time, I accidentally said something, and I was fascinated, so I went to their website and searched a lot of industry-related keywords. I see how they write articles and send out external links. Then I imitate, and I write whatever they write. Of course, this is not a direct plagiarism. Basic originality and pseudo original are still needed. Writing articles is naturally my strong point. I can finish an original article of 1500 words in about 20 minutes. Of course, it is understandable that there are occasional typos. As long as the basic writing ideas are correct, typos can be corrected. Then, I learned how to build an external chain to see which platforms they went to have high weight and rank well in the information they sent, and then I also sent it. At that time, my technology of outsourcing was not very mature, although the efficiency was not as high as that of my competitors, but it was basically more or less, and the effect was slowly getting.
2. About some SEO training institutions.
Personally, I feel that SEO training institutions are exaggerating, and I really doubt their practical operation ability. However, personally, I think it is ok to let the boss listen to it in the initial stage of doing the network, so that the boss can attach importance to the department of network marketing and begin to realize that network marketing is very important now. I am very grateful to some SEO training institutions. For example, those institutions often say, "Missing the Internet is not an opportunity, but an era!" It is very good for our boss to take the network promotion department as the core department and be willing to invest some energy and money in the network promotion department.
For some training courses of SEO institutions, I have only heard their promotion courses, that is, "How many ways can we improve the ranking of websites? Do you want to know? Sign up quickly! " I will definitely not sign up. It's very expensive. A few days' course will cost tens of thousands of dollars. I don't think I could afford it at that time, and the company wouldn't realize that I would pay this money to study. After all, I haven't been in the company long. Later, our company sent one of my supervisors to listen to their practical courses. After he came back, he felt that it was not as practical as the methods I usually taught. We have already used the methods they taught. A little proud, as if I am an untrained person, walking in the right direction.
3. Learn SEO knowledge from the Internet.
As long as you love SEO, as long as you enter the threshold, how high your attainments are depends entirely on your own understanding. You have accumulated experience in continuous actual combat, but you still need to observe the Internet more and compare that we rely on the Internet for food. If people like him don't study, such as Baidu Search Engine Optimization Guide, I think it is a very basic and in-depth SEO textbook. It can be said to be the most basic SEO tutorial, and it can also be said to be the most inscrutable SEO tutorial. Then there are some SEO predecessors' blogs, as well as some SEO forum websites, such as ZAC, Xiaojun, webmaster's home and so on. These are all important ways for me to acquire knowledge. Of course, there are essence and dross. How to distinguish it depends on the webmaster's own perception and discrimination. After all, everyone still has reservations about dry goods, and you can see a little fur. How much we can learn from the rest depends on how the webmasters understand themselves.
4. Communicate with peers more.
In our line of work, you can't do it on your own. It's important to communicate with some peers. Sometimes your thoughts are blocked and you walk into a dead end. At this time, through talking with peers, you can quickly find your own problems. Of course, after one or two years of training, my deepest experience is that there is no shortcut to SEO, or only diligent in updating, striving to build a high-quality external chain and enhance the user experience, and there will always be a bright future if you persist.
Third, I have taken some detours on the SEO road.
June 22, 20 12 is definitely a nightmare for many webmasters. Baidu has been greatly updated, and many websites have been plucked by K. Website rankings are all outside the webmaster tool 100. At that time, the hearts of many webmasters were as cold as mine. My station also failed to escape this wave of K station invasion. It can be said that Baidu has been updated and ups and downs. Sometimes it is pulled out by Baidu, and the home page ranking is still there. Sometimes the ranking comes back, sometimes it is a snapshot of Baidu, which is normal, but there is no ranking. Actually, I think different situations have different reasons. Among them, my little heart is also suffering. In the middle, I almost questioned whether I was suitable for this industry, and I almost came to the brink of collapse. But fortunately, I survived and survived the most tortuous SEO road. I am very grateful to a teacher for telling me that in our line of work, the experience of failure is also very valuable, and the webmaster who has not experienced K station can't grow up. Tell me what the hell I did. I also hope to play a warning and reference role for all webmasters.
Idiot, use group software to advertise in groups. As a result, the website was taken off.
It didn't take long to enter the SEO circle. A so-called network marketing company came to our company to sell, saying that our keywords would be covered by Baidu, occupying all the snapshot advertising spaces of Baidu for free. That software is really powerful enough to broaden almost all categories. B2B platform is just a one-click group sending, editing an article, and then the machine will automatically post it to these websites for you. At that time, the effect was really good, that is, some information ranked in Baidu, and the external chain rose by thousands. I was quite excited at that time, but it didn't take long, about a month. The next day, I went to work and checked with the webmaster's tool. The website collection became 1, only the home page was included, and almost all the pages were included by K. Then I checked online and found that there was something wrong with mass mailing. I won't say which group of software it is, so as not to be suspected of advertising.
Solution:
1, decisively stop mass sending. Pages that can be deleted should be deleted manually as far as possible.
2. Insist on continuous updating, ensure high-quality original articles, and maintain the frequency and quantity of updates. It is best to update quantitatively at a fixed point.
3. Manually deleting these junk pages is a lot of work, but it is more harmful not to delete them. Then it is to build some high-quality external chains.
Stupid thing 2: the post has nothing to do with the theme of the website, or the theme of the column has nothing to do with the content of the article. The consequences are included, not ranked.
We are a beauty salon franchise station. I remember that at that time, I often posted some so-called current affairs hotspots, such as "How about the abbot of Shaolin Temple?" There are also "police cars to clear the way" or I posted articles on beauty salon management in the column of "beauty salon decoration" and articles on successful cases in the column of "beauty salon products" and so on. That's the real bull's head is not the horse's mouth.
The consequence at that time was that Baidu was included normally, but no ranking was given.
Solution:
1. Delete some articles irrelevant to the theme of the website in time. Although some articles have decreased, they are all temporary and beneficial to the long-term development of the website. The big deal is to be more diligent, update more articles with high relevance and make up for the reduced amount.
2. Adjust the column structure and standardize the article column. Some articles that have been included are adjusted to the corresponding columns without changing the URL path. If the URL path needs to be changed, it is best to delete it and send it again. These tasks seem complicated, but they are all important for the growth of the website. This is a very big change for the user experience. This is also friendly to search engines.
Stupid 3: Crazy Baidu knows. As a result, brand words entered the blacklist of Baidu.
This is something that I still feel sad about. Everyone knows that Baidu knows it is a very good word of mouth and brand promotion channel. At that time, Baidu knew that the effect was very good and the ranking was easy to come up. I tasted the sweetness and made it crazy. At that time, Baidu knew that there were many accounts above 10. For a while, Baidu knew that the information of our brand was everywhere. But not only later, in July and August last year, Baidu knew that everything with brand words in it had disappeared, because your baby had been lost, and naturally there was no ranking. More importantly, in the future, Baidu knew about the brand and deleted it directly. I know what Baidu means. Our word has been blacklisted. At that time, the ranking that Baidu knew disappeared, and the traffic of our website also declined slightly. Fortunately, the ranking of our website has not been affected, which is a blessing in disguise.
Solution: This solution does not exist.
Lesson: It's too late to do anything, such as doing what Baidu knows, doing what it can, controlling quantity and improving quality, and doing a batch of high-quality and planned Baidu knows. Never challenge the authority of Baidu. Of course, we do the same with Baidu Experience, Baidu Post Bar, Baidu Library, Baidu Space and other products. Don't covet short-term interests and engage in self-destructive stupidity.
Four, about SEO team building and enterprise station performance appraisal
Many people, especially the bosses of some enterprises, are very concerned about team building and performance appraisal. I think sparrows are small and complete. An efficient but well-equipped team is very important. The specific configuration is as follows:
1, director of a network operation. Of course, if you think this brand name is too big, you can also call the network manager and the network director. In short, there must be a person in charge, which is the most basic. Mainly responsible for grasping the general direction of website operation, assessing the work of team members and training team skills.
2. A programmer. Programmers know at least one of ASP, PHP and other languages. And he should also understand the basic principles of SEO. Such as URL optimization, code optimization and so on. These so-called meticulous things cannot be outsourced to internet companies, which not only annoys others, but also is inefficient, and it is often difficult to implement their own ideas. Our current programmers used to only know PHP, but after working under me, I was forced to know APS and other programs.
3. website editing. Website editors must be good at writing. I thought I had experience as a reporter and game copywriter, so it was not difficult for me to write articles. But website editing, efficient and good website editing is still very important. After all, as we all know, Baidu likes original articles and high-quality original content.
4. Art design. Art design is one of the important positions to realize online marketing. The click rate of a carefully processed picture is definitely different from that of a hastily found picture on Baidu.
5. customer service. Due diligence customer service, why should we emphasize the word due diligence? Because we don't know when customers can enter our website, it is also very important for customer service to stay in front of the computer at all times, seize every possible potential customer and avoid the loss of any valuable customer.
I generally think that there are two modes of performance appraisal, one is based on workload and the other is based on work effect. These two modes depend on the different assessment methods of the team in different periods. In the growth stage of the team, I think it is enough to assess according to the workload, so that employees can complete the task on time, with good quality and quantity. But after the team matures, we can come up with these very specific indicators, such as network traffic, query volume, effective customer list, conversion rate and transaction rate.
Say the last sentence:
I don't think there are any shortcuts to online marketing and SEO. Again, only by repeating one day's persistence can we have a bright future. If it fails, sum up the experience and lessons. If you succeed, don't be complacent. Because no one knows the truth of Baidu's rules, even some industry leaders dare not say that they can know when and how the rules of search engines will change. We only have to accumulate experience, master the basic principles of SEO, and do a good job in content and user experience. Of course, these are easier said than done. Apart from my great enthusiasm for SEO network marketing, I really can't find any reason for me to stick to it.