The complete secrets of SEO promotion revealed, only here!

The road ahead is long and arduous, but I will continue to explore. Hello everyone, I am Xiaoyao the Great Warrior!

A few days ago, I was invited by a great person to write an article about SEO. Considering that most of my friends in the circle don’t know much about SEO, I hope to use the limited space here to give you a rough introduction to SEO from three aspects: the main framework of SEO, the current situation of traffic distribution, and how to carry it out. I hope to lift the red veil of SEO and then have a certain understanding of SEO.

1. SEO main framework

The most scientific framework or formula currently accepted by most practitioners is:

SEO traffic = overall search volume x overall inclusion x overall ranking x overall click-through rate

1. Overall search volume

Overall search volume refers to the total search traffic of an industry within a certain period of time. For example, if the total daily search traffic for industry A is 10 million, then the average daily overall search volume for the industry is 10 million. Many industries have peak and off-peak seasons, so sometimes an increase or decrease in SEO traffic does not necessarily mean that the SEO operation is successful or failed. It may be affected by the overall search trend of the industry.

The overall search volume directly determines how much traffic space each website in the industry can obtain. For example, industry A has an average of 10 million daily searches, and industry B has an average of 5 million daily searches. Generally speaking, the SEO traffic space for websites in industry A is larger than that in industry B, that is, the SEO traffic ceiling of the former is higher than that of the latter.

1. Overall collection

Overall indexing refers to the number of pages of a website that are indexed by search engines. For example, if the total number of pages on website A is 100,000, and Baidu has indexed 80,000 of them, the total number of pages indexed is 80,000.

The overall inclusion directly determines how many pages of the website can obtain traffic from search engines. For example, websites B and C in the tourism industry have a total collection of 10 million and 5 million pages respectively. This means that the former has 10 million pages that can obtain search traffic, while the latter has only 5 million. When the SEO levels of the two sites are not much different, it is obvious that the former can obtain more SEO traffic.

The indicator for measuring the quality of a website's inclusion is the inclusion rate, that is, inclusion rate = number of included pages/total number of website pages. The inclusion rate of website A mentioned above is 80%. Generally speaking, the quality of the inclusion rate basically follows the following rules: below 60% is poor, 60%-80% is good, and above 80% is excellent. Is it similar to the evaluation criteria for good grades in school, except that there is almost no 100% inclusion here unless the website is a single-page site.

The above is a general introduction to the inclusion. In actual operation, the inclusion rate of specific page types will be accurate, such as the following figure:

1. Overall ranking

The overall ranking refers to the overall ranking of the indexed pages in the search results. Here it generally refers to the first page, because starting from the second page, there are almost no user clicks. For example, when searching for 100 words, the number of pages ranked on the first page of websites A and B are 80 and 40 respectively. Obviously, website A has a stronger ranking ability than website B and is easier to obtain SEO traffic.

The overall ranking reflects the ranking competitiveness of a website. Excluding factors that affect the inclusion, it can be considered that the stronger the overall ranking of a website, the higher its SEO optimization level is, and the more worthy of our study.

The following is the overall ranking of each website when searching for a type of keyword. The larger the proportion, the better the ranking ability.

1. Overall click-through rate

The overall click-through rate refers to the number of times a page is clicked/the number of times the page is displayed.

For example, if website A is displayed 100 times in Baidu searches in one day and is clicked 10 times, then the overall click-through rate is 10%.

Since the web page title and description are what users pay most attention to in Baidu search results, the more attractive the title or description is that can meet the user's search needs, the more user clicks it can get. From this perspective, the overall click-through rate often reflects whether the web page title and description can meet user needs and are creative. There are many considerations on how to write these two parts, which I will not elaborate on here. I will only provide an example to let everyone feel which result is more popular with users. Baidu search for "xiaomiquan", three results (please don't hit me, I'm covering my face):

At this point, the overall framework of SEO has been introduced. I believe that after reading this, everyone will have a general understanding of SEO optimization. Of course, this is just a brief introduction to these major aspects. In the specific operation process, each aspect must be further subdivided and a complete data monitoring system must be established. In this way, when the traffic increases or decreases, the cause can be found in time, instead of blindly asking: Master, my website SEO traffic has dropped, what is the reason?

2. Current Status of SEO Traffic Distribution

1. SEO traffic changes

I believe everyone has experienced this. With the development of smart phones and the rise of APPs, more and more traffic has shifted from search engines to vertical APP applications. There are also a large number of articles and data on the Internet to explain this, so I will not go into details here. However, an interesting point is that as some vertical content platforms and apps grow in size, they are increasingly acquiring the characteristics of search engines, such as Zhihu and WeChat. I believe many friends have searched on these two platforms when looking for problems.

Although SEO traffic has been divided up by various platforms, SEO is still one of the sources of high-value traffic for websites and is high-quality traffic second only to direct visits. At the same time, there are still a lot of search needs that have not been met in search engines. How to find this demand and generate corresponding content to meet the demand is also a very good project direction. The best case is of course the "Google Keyword Mining Market Segmentation Actual Case" by a great god, haha!

1. Current SEO traffic distribution

This part includes two aspects: one is the traffic distribution of PC and mobile platforms, and the other is the market share of domestic search engines.

Regarding platform distribution, based on my personal observations and discussions with peers, the current SEO traffic ratio between PC and mobile is basically 3:7~4:6, and there are also some industries with a ratio of 2:8. It can be seen that mobile traffic accounts for the majority, so doing a good job in SEO for mobile sites is much more valuable than doing a good job for PC sites, and the degree of competition is far less than that on the PC side.

The market share of domestic search engines can be found in the data of StatCounter Global Stats in the past year.

Data source: StatCounter Global Stats – Search Engine Market Share

3. How to carry out SEO

How to carry out can be simply divided into two directions, namely doing it yourself and finding someone to do it.

1. Do it yourself

Considering that friends in the circle come from all walks of life and don’t know much about SEO, and they don’t have much energy and funds to focus on this in the early stage of the project, they just want to pay a little attention to SEO when building the website. Therefore, I recommend two very good SEO basic knowledge platforms to these friends, namely Baidu Webmaster College (//zhanzhang.baidu.com/college/index) and Google Webmaster Help (https://support.google.com/webmasters 需要fq). Both platforms provide various best guidance and suggestions on website construction, with rich and complete content, introducing the principles of search engines and how to build sites that are popular with users and search engines from the shallower to the deeper.

Since there is a lot of content on the two platforms, friends who are new to them may not know where to start. Here I have selected the more important content of the two platforms, which you can take a look at in detail.

Baidu Webmaster Academy:

Baidu SEO Guide 2.0

Baidu Search Engine Page Quality White Paper

How to make mobile sites Baidu-friendly

The latest Baidu mobile search landing page experience white paper - Advertising 2.0

Google Webmaster Help:

Search Engine Optimization (SEO) Beginner's Guide: English Version Chinese Version

1. Find someone to do it

This is divided into two types: recruiting SEO personnel and outsourcing.

Let's talk about recruitment first. Since most companies have almost no people who really understand SEO, how to recruit reliable SEO has become a problem. Here is a question that can roughly determine whether an SEO person is reliable: How do you plan to carry out SEO when you get a website? If the answer starts from one of the aspects of the above SEO framework, then most people are okay, and you can ask some detailed and technical content. If the answer is to look at Baidu's weight, post external links to improve keyword rankings, etc., then it can basically be judged that the applicant is unreliable. (I wonder if I’ll be stuck in traffic after school if I post this…)

For outsourcing, I suggest you first look for an experienced and reliable individual in the industry. If you can’t find an individual, then look for a company. I don’t recommend a company, otherwise it will be suspected of advertising, haha!

Summarize

I have written so much, I hope you don’t feel bored reading it. Overall, SEO in a narrow sense (search engine optimization) is indeed not as good as before, but SEO in a broad sense still has great potential. For example, Taobao SEO, WeChat SEO, ASO, app store ranking optimization, etc. are all extensions and developments of SEO methods. Just as Ren Woxing said to Linghu Chong in the movie “Swordsman”: Where there are people, there is the world, and people are the world. We can also say that where there is search, there is ranking, and where there is ranking, there is optimization. It may not be called SEO, but it will exist based on the principles of SEO.

Author: Xiaoyao Daxia

Source: Old driver's notes