What does Meilishuo do? Case analysis of SEO optimization of Meilishuo website!

Dongguan SEO Feng Chao came into contact with the Meilishuo website very early and witnessed the SEO optimization process of the Meilishuo website. He would like to share it with everyone in the form of case analysis. There are excellent websites in almost every industry. Learning from others’ strengths and making up for one’s own weaknesses is the essence of our analysis of website cases.

Taobao Affiliate refers to a person or group who helps Taobao sellers promote their products through the Internet and receives commissions based on the transaction amount. They find products posted by sellers in Taobao Alliance and promote them. When buyers complete a transaction through their promotional links, they can earn commissions provided by the sellers.

Dongguan SEO Feng Chao's case analysis of Meilishuo website SEO optimization

But for many grassroots Taobao users, Meilishuo can be said to be a legend of Taobao users. Under the trend of Taobao Affiliate Program's gradual decline, Meilishuo rose to the challenge and achieved Baidu's ranking of 8, becoming one of the largest Taobao Affiliate Program websites in China. So why has the SEO effect of the Meilishuo website reached such a level in just three years? Here I will use the platform of Dongguan SEO Feng Chao to give you an in-depth analysis of the Meilishuo website SEO optimization case.

1. Data analysis of the Meilishuo website.

Dongguan SEO Feng Chao analyzes the data of Meilishuo website

Meilishuo mainly helps Taobao sellers to promote their products through search engines and earn commissions. Its promotion scope includes: clothing, cosmetics, home furnishings, etc. According to the above figure, we can see that the number of entries included in Baidu's Meilishuo website has reached 89.8 million, Google's number has reached 1.22 million, and 360's number has reached 75.7 million. Its Baidu backlinks have reached 24.4 million, and its keyword ranking has reached 93,057. The estimated Baidu traffic is 244,821.

2. Analysis of the main pages of the website.

1. Meilishuo website homepage

When we log in to the homepage of Meilishuo website, we will be automatically redirected to the /welcome page. This is how Meilishuo website distinguishes between member users and non-member users. Judging from the search engine's inclusion, the homepage snapshot of Meilishuo is still its main domain name, indicating that this shift is only for ordinary users. For shopping websites, or more precisely, Taobao shopping navigation websites, more product categories can help the website cover more people. If the SEO of these pages is done well, the traffic obtained from search engines will be very large, and of course the revenue will also be greatly improved.

2. Group page

These pages are created by users, and the products inside are also placed by users themselves. It allows users to comment and has a strong sense of originality.

3. Guang page

Categorize the different products on the website and put all the categories under the guang page. For websites that promote a large number of products, using a unified product classification can prevent confusion on the website.

4. Brand Page

The brand page classifies different brands and introduces different brands to meet the needs of users who pursue brands.

5. Shop page

Taobao shops of different commodities on Taobao are classified, and users can enter a specific Taobao shop and select other products in the same shop.

6. Collection and traffic statistics of the main pages of the Meilishuo website

The number of pages included in the Meilishuo website

The share pages total 99 million, bringing 20% ​​of the traffic to Meilishuo website;

The group page contains 6.2 million, bringing 10% of the traffic to Meilishuo website;

100,000 guang pages were included, bringing 5% of traffic to the Meilishuo website;

The topic page contains 4.1 million entries, bringing 15% of the traffic to the Meilishuo website;

The book page contains 10.5 million pages, bringing 25% of the traffic to the Meilishuo website;

3. How to solve the inclusion problem?

Case analysis of Meilishuo website collection

The Meilishuo website does not adopt a typical tree structure, but its inclusion is still relatively comprehensive, which shows that the Meilishuo website SEO has solved the problem of large websites being difficult to include. So how is it solved?

1. The website structure is extremely flat

Through observation of the Meilishuo website, the entire website structure consists of three layers. From the homepage to the product page, it only takes two clicks to reach it. For large websites, it is indeed difficult to reach the final page with so many product pages with only two clicks.

2. Remove breadcrumb navigation and side navigation when making the website

Breadcrumb navigation allows users to clearly know where they are on the website, but the Meilishuo website does the opposite and removes the breadcrumb navigation. It aims to enable website users to increase web page views, improve the user experience of web pages, increase the weight of web pages, and facilitate search engine inclusion.

3. The website adds a lot of similar tags

Add tags to products and aggregate web pages through tags for search engines to crawl and index.

4. Do not use nofollow on your webpage

No pages on the Meilishuo website use the nofollow tag, which allows search engines to crawl smoothly and avoids loss of authority.

4. How does Meilishuo prevent weight dispersion?

Many identical pages on the Meilishuo website have different URLs, which is not in line with SEO optimization. Usually the solution is to use 301 redirection or canonical tag to point to a normalized URL, but the canonical tag is not seen in the source code of the Meilishuo website.

In order to solve the problem of dispersed web page weight, the Meilishuo website adopts Cloaked technology to return different codes to different users. If it is an ordinary user, the source code of the web page presented does not have a canonical tag. However, for search engine spiders, the returned code contains a canonical tag, which prevents the problem of web page weight dispersion.

Dongguan SEO Feng Chao's annotation: rel=”canonical” This tag has been launched for a long time. Canonical is a tag jointly launched by search engines such as Google, Yahoo, and Microsoft. Its main function is to solve the problem of content duplication caused by different URL formats but the same content. This tag has a huge effect on search engines. Simply put, it allows search engines to only crawl the content you want to emphasize.

5. About SEO optimization of internal pages.

In fact, in addition to the brand word strategy, more SEO traffic of Meilishuo comes from the optimization of internal pages, which is the massive keyword strategy that I talked about in Dongguan SEO Feng Chao. Some long-tail keywords have a lot of search volume, but there are not many competing pages, but Meilishuo has seized it. For example, everyone knows that Xiaomi mobile phones have been very popular in the past year, and Meilishuo has not missed this opportunity. Although there are not many Xiaomi mobile phones on the market, there are already many merchants selling mobile phone cases on Taobao. You can check "Xiaomi mobile phone case" and "Xiaomi mobile phone shell". The Baidu index of these two words is above 200 every day. Checking these keywords, we found them on the Baidu homepage. According to my incomplete statistics, there are no less than several thousand long-tail keywords that are indexed and searchable every day. Of course, there are still large discrepancies in the data, and it is just an estimated value.

6. Analysis of website traffic sources.

1. Create keywords

Website traffic source SEO data analysis

From the above chart, we can see that it is estimated that Baidu searched for "Meilishuo" 490,000 times, "Meilishuo homepage" more than 10,000 times, and "Meilishuo official website" 2,000 times. These three self-created keywords were searched approximately 500,000 times, accounting for more than 90% of Baidu's entire traffic source.

This means that what others call "Meilisuo's SEO" is very awesome, and it is awesome because it creates its own keywords. The traffic from other keywords from Baidu is relatively small, but there are also many keywords ranked near the top three pages, but the total traffic is still less than that from the second or third keywords.

2. The traffic brought by QQ is equivalent to the traffic brought by Baidu

Meilishuo first promoted the third-party QQ login. Later, after developing its own application, it learned the specific reason from the background statistics. Tencent Weibo, QQ one-click login, QQ Space, and Tencent Friends have all been connected. The concept of connection means that the application developed on Tencent Weibo can be forwarded to QQ Space and Friends Network with one click. This huge multi-dimensional communication effect has brought Meilishuo real high traffic and exposure.

I have never seen a website develop so well on SNS before. I think this is also due to the help of Tencent. Tencent’s open platform has just started and also needs some typical cases.

3. Traffic from Taobao accounts for 15.59%

Baidu, QQ, and Taobao account for about 50% of the traffic brought to Meilishuo, which means that about 1.5 million traffic comes from these three websites every day.

Traffic share case analysis

According to Alexa data, the PV/UV of Meilishuo is 13.6, which means the daily UV of Meilishuo is about 220W, and it is 2300W when shopping on Taobao. That is to say, on average, every day, every person who browses (note that they only browse) Meilishuo will go to Taobao to buy things worth more than 100 yuan.

Meilishuo has produced tens of millions of web pages in just one or two years. It is hard for me to imagine that they, or the sellers, are not using crawlers and posting machines to produce them in batches. There are many people around me who visit Meilishuo, but I have never heard of anyone sharing anything on it.

7. Content is the key to SEO. How does Meilishuo do it?

Dongguan SEO Feng Chao analyzes the content of the website case

Websites like Meilishuo also generate user content, which effectively solves the problem of original content for many websites. Moreover, Meilishuo has done a good job in website structure, URL structure and other basic SEO values. But the code is really average. I randomly picked a URL and checked it in W3C, and found 207 errors and 24 warnings.

After browsing Meilishuo for a day, I found that more than half of the users are Taobao sellers. As Baidu suppresses Taobao store owners and the price of direct trains is high, Meilishuo naturally becomes the preferred publicity and promotion base for Taobao stores. To promote your own products, you must first create a product introduction page. It is normal for a merchant to have dozens or hundreds of products.

Dongguan SEO Feng Chao also took a look at some Witkey websites for online transactions and found that there are many tasks on Meilishuo and Mogujie. There are many Taobao shop owners, Witkeys and Taobao customers (including PMs for testing and other personnel). It is still a question how many real and reliable users there are.

8. Give up the Google search engine.

Through checking with webmaster tools, we found that the difference between Google's indexed content and Baidu's indexed content is 100 times, which is exactly the opposite of what we often see, where Google's indexed content exceeds Baidu's.

As we all know, Taobao has blocked Baidu but not Google, which results in the inability to search for official Taobao pages on Baidu, making it much less competitive. However, when searching for the same product on Google, a large number of official Taobao stores will appear, making it difficult to compete with them. For this reason, the Meilishuo website focuses on SEO optimization on Baidu and abandons the GOOGLE search engine.

9. Listen to the memories of Meilishuo CEO talking about website promotion.

After Meilishuo was launched in March 2010, the most important task of our team was to attract users. My colleagues and I went to various shopping guide groups and finally got in, but we were kicked out after sending a few links.

Finally, when the hard approach fails, the soft approach is used.

By May, we found two groups, each with about 100 people, who came in and never left. One of them is a shopping group in Douban. The group leader likes new Internet products very much and has a lot of fun in it.

One day in July, the number of simultaneous online users exceeded 400. I was so excited that I took all the employees out for a big meal. I can’t explain why, but I was just excited. We drank a lot and finally we all fell down drunk…

This is one of the few times in all my years of entrepreneurship that I have ever had this opportunity.

Using this most stupid method, circles of people were brought to Meilishuo. Although some left, more and more people chose to stay. By August, we already had more than 10,000 active users, and the number of shared items per day had increased to 1,000. I asked everyone to think about user needs and quickly improve our experience, and to categorize and organize the shared product links. By the third quarter, Meilishuo's traffic had doubled.

10. How to avoid the same fate as other Taobao users.

When using Taobao products, Meilishuo did not directly quote the text content of the Taobao store. The product pages were all displayed with pictures, and the text content was added through the picture ALT tag. Add product reviews and allow users to add text content.

To optimize the user's stay time on the website, the Meilishuo website allows users to stay on the website for a long time through a large number of cross-links. Unlike other Taobao websites that directly display Taobao shops, after users enter the website, they will jump directly to the Taobao shop, increasing the website's bounce rate.

Dongguan SEO Feng Chao comments:

To sum up, I think Meilishuo’s SEO has only done the most basic work and does not have many highlights. Instead, it has maximized user sharing and met the promotion needs of more Taobao shop owners. Through word-of-mouth communication on the Internet, the "Meilishuo" brand has been searched 500,000 times a day.

In any case, Meilishuo has become a model and a phenomenon: women (the fattest users) + shopping guides (closest to money) + sharing (the best experience) + Taobao (the fattest market) + Weibo (the most popular application) = Meilishuo model.