——SEO is a matter of execution rather than technology
Industrial Products Digital Marketing Lecture Series Lesson 10:
Many people hold the belief that the natural ranking of the enterprise website relies on technology, and a lot of digital marketing companies emphasizes the importance of strong technology in the promotion activities of enterprises, so only they can do it, is it true?
I don’t think so. I always think digital marketing technology is breeze and the key is execution.
The company that we mentioned in the previous course manufactures release paper, a consumable of industrial products. We searched the word “release paper factory” in Baidu, as shown below:
and on 360, as shown below:
It is worthy noting that the enterprise ranking in Baidu home page does not cost a penny. You can see JXB website’s natural ranking: www.tuguizhi.cn, ranked in the third place of the home page whether in Baidu or in the 360 search engine anytime and anywhere.
Most of the enterprises like to post their advertisements targeting specific areas during weekdays.When considering the budget, they may advertise in some areas they focus on, but the natural ranking can be see all over the country without restriction of time and location.
Let’s lay the groundwork for the next class, as shown below:
The third-ranked is the website used to do the digital marketing, the first place is the company’s website, the second place is a post on www.china.cn, and the fourth is the free online information on Hc360, and the fifth spot is the post on another free platform. If someone uses “release paper mill” to find suppliers, his enterprise website and his advertising information almost occupy the home page.
I would like to share with you a story about natural ranking from my experience.
In 2004, I moved to Shanghai because my wife’s job transfer. I took charge of Tairui Blister Packaging Factory. As the packaging plant only dealt with internal business, there was not many orders. I built enterprise web site and did simple optimization for the purpose of expanding business. The website was built during the May Day holiday and we had a natural ranking in one week. On May 15, the first customer contact us through the website, which motivated me to finally engage in the Internet marketing industry.
Let’s discuss the advantages and disadvantages of natural ranking.
The first advantage: Low cost.
The cost of expanding business through digital channels mainly consists of website construction, content update and website maintenance, but these three costs covers every digital marketing promotion, so the cost of SEO is relatively low.
The second advantage: 24-hour visibility across the country.
It’s 24-hour nationwide, and the results are the same everywhere.
The third advantage: Multi-site, multi-page optimization.
If we do natural ranking, and we use more sites and pages to optimize, what can we get?
As the JXB enterprise we just mentioned, your website will be on the top of the front page, so it is easier to bring customers.
If the enterprise posts free information on other B2B platforms, we can see this enterprise on the home page of Baidu search. This is what we call “bombard your screen”.
What are the disadvantages of natural rankings?
First: Certain SEO technologies.
That’s the technology of natural ranking and optimization.
Second: Long and unstable ranking process.
If an Internet marketing company tells you that I can keep your website on the top of the front page for years, I don’t think that’s realistic. What is realistic? It may be up, down, and up again. It won’t remain unchanged.
Baidu has its own algorithm to restrict the natural ranking of enterprises, so the ranking time is long, even longer than the mass posting we are going to discuss next class.
Third: Fewer ranking keywords.
Some keywords, like the core business of enterprise and the target market, have a better natural ranking. For example, the release paper mill has a better natural ranking in Shanghai area, like Shanghai release paper factory, but it is difficult for keywords like release paper and release material to rank on the top.
Natural ranking (SEO) has fewer keywords than Baidu bidding word (SEM). In fact, you can rank every word on Baidu bidding.
Natural ranking does not require sophisticated techniques, just follow the rules below to get yourself ranked high.
Number one: Heading optimization. The heading of every website page needs to be optimized, including title, description and keywords.
Number two: Body optimization.The main body of each page also needs to be optimized, including the title of the body, the labeling of images, and the density of keywords
Number three: Link. It refers to internal and external links, and other links.
Number four: Update the content of the website.In particular, the more original content, the better. Do you update every day? Or weekly? Or monthly? It imposes different impacts on digital marketing. Every search engine expects as many updated contents as possible and as quickly as possible.
Number five: Optimize keyword search clicks.。
When the last four tasks have been accomplished, we need to optimize some click that does not achieve favorable results to improve its ranking.
You see it is not very complicated to do the natural ranking. You just need to get all of these done, and you will get a better natural ranking.
However, it will cost a lot and requires professionals to do the optimization. That person needs to know something about SEO digital marketing technology and take into account the requirements of site natural ranking when constructing websites, that is, to build a marketing site. Finally, he or she need to ensure the update frequency of the site’s content. It will be better if you can update every day. But if not, at least update the website once a week.
Some enterprises argue that there is nothing to update on their websites due to its small size, but you have to update at least every month so as to ensure that Baidu will grasp new content and adjust the natural ranking. If you only update once a year or even less, Baidu will not visit your site, and your natural ranking will be very poor. Every page of the website should be optimized accordingly, which requires diligence and persistence
In addition, it’s better to have more internal links and external links, which also requires our enterprise digital marketing personnel to carefully communicate with other enterprises and choose some high quality websites to maintain mutual links with us.
Like the fifth point we just said, we need to have a long-term and a great deal of natural searches and clicks to ensure and stabilize our ranking.
说All of these need strong execution so that the digital marketing personnel can strictly implement the strategy in order to ensure the good ranking.
The Preview of Lesson 11: Mass Posting -- The Free Lunch of Industrial Products Digital Marketing
Related Articles:
Industrial Products Digital Marketing Lecture Series Lesson 9: Search Engine Bidding Advertising
Industrial Products Digital Marketing Lecture Series Lesson 8: The Factory Inspection Actually Starts From the Website
Industrial Products Digital Marketing Lecture Series Lesson 7: Caution! “The Kingdom of Hackers” of Enterprise Digital Marketing
Industrial Products Digital Marketing Lecture Series Lesson 6: Building Industrial Product Enterprise Network Platforms
Industrial Products Digital Marketing Lecture Series Lesson 5: Industrial Products Digital Marketing. Enterprises: as Early as Possible
Industrial Products Digital Marketing Lecture Series Lesson 4: Digital Marketing Starts From the Company Name
Industrial Products Digital Marketing Lecture Series Lesson 3: Ranking Enterprises Suitable for Digital Marketing
Industrial Products Digital Marketing Lecture Series Lesson 2: Search Engine Marketing for B2B Enterprises in a Broad Sense
Industrial Products Digital Marketing Lecture Series Lesson 1: Precision Marketing