Cutting-edge practical experts: SEO trend prediction for 2016!
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Search engine optimization has become one of the most effective channels to reduce marketing budgets and increase marketing ROI. Based on my in-depth research on SEO , I bring you a forecast of SEO development trends in 2016. 1 SEO has become a free promotion channel chosen by many companies If you have a website, you need SEO optimization. The cost of paid online marketing channels is getting higher and higher. Taking Baidu's bidding ranking as an example, the CPC of core words in certain industries has doubled compared with the previous two years. This means that you need to spend twice as much budget today to get the same amount of traffic as you did two years ago. And the conversion rate of the traffic is still unknown. Therefore, many companies choose to use a combination of methods and use SEO to make up for the huge costs brought by other channels. For many startups , I suggest that even if they do not conduct paid advertising , SEO optimization must not be ignored. There are currently two types of companies that can achieve good results in SEO: Emerging industries have greater room for SEO improvement. The industry has just emerged, and companies in the industry are all at the same starting line. Keyword rankings have not yet formed a stable pattern. For example, in the popular Internet finance industry in 2015, there are currently very few websites that can rank on Baidu’s homepage for core industry terms and general terms, and most of them are media platforms or Baidu’s own products. For example, the P2P car rental industry, which was favored by the capital market in the past two years, also has room for optimization if companies focus on SEO. PP Car Rental, which I have been following, only entered the Chinese market in 2013. It had almost no SEO ranking at the beginning. After 1-2 years of optimization, it can also bring good natural traffic to the company. For the above-mentioned enterprises to carry out SEO optimization, I have the following suggestions: ① It is best to consider SEO from the beginning of website building. If your website is already online, then you urgently need comprehensive SEO optimization from now on, including optimizing server configuration, website code, page design, user experience, internal links and other aspects to make it a search engine-friendly website. Will get good SEO effect. ② When the website is first launched, don’t expect the core words of industry or general words to be ranked, but the brand words must be ranked on the homepage of the search engine or even the first place. ③Integrating SEO with other channels will achieve twice the result with half the effort; cooperate with departments including social media, PR, business cooperation, etc. ④Based on the actual situation, consider choosing an SEO supplier or forming an SEO team. Even if you form your own SEO team, you can also hire external SEO experts to participate in the formulation of SEO strategies. Websites with more pages have a greater increase in SEO traffic. Some companies’ websites have been established for several years, and their editorial teams create a large amount of content every day. Over the long term, they have accumulated tens of thousands or even hundreds of thousands of pages. Such websites only pay attention to filling in the content, but do not consider SEO optimization, including URL standardization, keyword keywords and layout, keyword density, HTML tag optimization, external link construction and other SEO optimization basics. Such websites have huge room for SEO improvement. For example, the World Communications Network (http://www.cww.net.cn/) that I follow has more than 300,000 pages, but it doesn’t even do the most basic 301 redirect in SEO optimization. Although there are a lot of keyword rankings, because there is no keyword mining, determination of core keywords, keyword layout and other work done on the site, there are few core words ranked, and the top ranked words are those with small traffic and low value. There are also some forum websites that rely on users to create content. The number of pages can grow rapidly in a short period of time, such as Zhihu and Douban. These websites have good user experience, and their website dwell time and bounce rate are relatively good. These websites have high weight, and even some content pages can get good rankings. 2 Mobile SEO optimization will become a top priority. Companies pay more attention to mobile SEO than PC. I held an offline SEO sharing session in November, and many marketers at the event were very concerned about mobile SEO. During Tmall’s Singles’ Day event in 2015, 68% of orders came from mobile devices. The latest foreign research results show that among the top 50 news websites in the United States, mobile traffic of most websites has surpassed PC traffic. Therefore, mobile SEO optimization has become a top priority. If companies invest manpower and time in SEO on mobile devices, they will gain more traffic than on PC. In addition, integrated marketing on mobile terminals is also needed, combining SEO with other promotion channels including bidding advertising, DSP, and APP, striving to find the optimal marketing model. I will write other articles to explain how to perform mobile SEO optimization. 3 Semantic search Semantic search is an advanced digital search technology, which means that the search engine is no longer limited to the literal meaning of the sentence entered by the user, but accurately captures the true intention behind the sentence entered by the user through semantics, and returns the search results that best meet the user's needs. Hence, it provides more meaningful search results to users. Semantic search is touted by many foreign experts as the future of marketing. If you want to optimize your SEO for semantic search, consider these tips: ① Make sure the content you create is easy to understand. ② Try to insert words related to the target keyword in the content, because semantic search returns search results based on semantic relevance (when two words or a group of words appear in the same document in large quantities, these words can be considered semantically related). When a page contains not only the target keyword but also related words of the target keyword, it is easier for semantic search engines to identify the topic of the page; ③ Use variations and synonyms of words directly related to the subject content; ④ Effectively use the advantages of complete semantic search of keywords; ⑤ Select business and industry-related websites for external links; ⑥ Tag your content on specific social websites. 4. Integrate SEO into other promotion channels . SEO channels are no longer fighting alone. If you are still working silently on SEO, even if you work very hard, the results will be minimal due to improper methods. Due to the saturation of the market, you need to compete with other websites for limited ranking positions. You need to unite all the departments that can be united and utilize all the resources that can be utilized. In this way, the progress of SEO will be much faster than if you go it alone. Take a look at these factors that affect SEO, and you will know which department to cooperate with to do SEO. The factors listed in the chart are only some of the factors that affect SEO. Analyzing from these aspects alone, there are quite a few departments that you need to seek cooperation from. SEO must need support from these departments From the perspectives of accessibility, security, professionalism, graphics/pictures, website structure, content, page design, opening speed, mobile terminals and other factors, the company's server operation and maintenance department, the technical department responsible for website development, the designers responsible for website design, and the editorial department responsible for website content are essential departments for SEO. The support of these departments is the foundation of SEO. It would be better if we can get support from these departments Branding, PR, team responsible for EDM marketing, business cooperation team, social media team, event planning team (the organizational structure and department names of different companies may be different). The impacts these teams have on SEO include: ① Increasing brand exposure can increase brand word traffic; ② Adding official website links in various public relations press releases, business cooperation websites, and emails can not only transfer authority but also attract spiders; ③ Social media platforms are not only the company's second official website, but also a good place to publish external links and brand promotion; ④ By enhancing brand influence, users will have more trust in the official website, and the dwell time and bounce rate will be improved, thereby enhancing the search engine user experience value; ⑤ When planning an event, considering SEO in the event page and event promotion can increase the number of keywords, landing pages and external links. 5 Social media pages are becoming increasingly important. When you search for brand words such as JD.com and Jiuzhilan, you will find that in addition to the official website, media reports and other results that appear on the Baidu homepage, there are also Weibo homepages and video homepages on the first page of Baidu. This shows that Baidu has already displayed corporate homepages on social media such as Weibo as important search results. In the coming year of 2016, you’ll likely see more of these social media search results appearing in your search results pages. Therefore, from an SEO perspective, the line between social media profiles and official websites will become increasingly blurred. If your business hasn’t established a social media matrix yet, you need to start now. 6 With the improvement of machine learning capabilities, search engine algorithms are becoming more and more scientific. This year marks the 103rd anniversary of Turing’s birth. If Turing were alive today, he would be pleasantly surprised to find that Internet search engines have been able to achieve quite good results in the artificial intelligence test he designed. Nowadays, you can find reasonable answers to a variety of questions by asking them on search engines. There is no doubt that Internet search engines have become the most practical and representative intelligent systems today. Although Baidu and Google have never publicly announced their search engine algorithms, in my experience, the factors affecting SEO are becoming increasingly diverse, and machines can already identify most of the illegal SEO black hat practices. This is both a blessing and a challenge for SEO. The good thing is that there are no longer so many shortcuts for SEOers to take, and everyone needs to do SEO in a down-to-earth manner. The challenge is that the more factors that affect SEO, the more complicated it becomes. Of course, there are far more SEO trends in 2016 than these. I just picked out some that I think are important to share with you. If you have better ideas about SEO trends in 2016, welcome to communicate with us. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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