Fu Wei's talk about group site SEO series 4: How do those who do group site solve the content problem?

In the previous sharing sessions, we talked about:
1. What is a group site? Why is the effect of enterprise group station so good?
2. How to divide the work and manage the group station team
3. Considering both SEO and conversion, how do you create a marketing website worth $20,000?
This sharing mainly explains how to solve the content of 1+N group station model.

How do we publish website content?
Generally speaking, we divide it into two parts:
1. What content to post
2. How to post <br /> Today we will analyze in detail what content should be posted and how to post it. (Taking into account students with different foundations, the article is a bit long, please read selectively)

1. What content to publish <br /> The content published by the website has gone through three stages:

In the first stage, we will release whatever we have.
After making a website, most people will first look at what products and services their company has, then write articles and take photos to post on the website.

In this process, few people have SEO awareness and think about what keywords users will use to search for the published content. What’s worse is that even the released products are named with numbers, and these product numbers are set by the company itself, positioning the website merely as a “display platform”.

I once had a classmate who was a tile distributor. He spent a lot of effort to ask the company's employees to take photos of all the tiles that the company represented and upload them to the company's website, and named these products with unique internal numbers. When I asked how users could search for such a number? , the student said: "Is it possible for the product to be searched? Don't users come to our website first and then look at the product on the website?"

This is actually not an isolated case, but represents the thinking of a type of traditional business owners. This mode of thinking believes that the content posted on the website is for the users of our website to see, just like the products displayed in the store are for the customers who come to the store to see.

The second half of this sentence is correct. Products displayed in physical stores are indeed for customers who come to the store to see, so customers will accept whatever you name these products. However, this is not the case when it comes to displaying products on a website.

Physical stores have the geographical advantage of bringing in natural customers, but websites do not. The website's visiting users have to rely on these products to attract traffic. Just like when we go to Taobao to buy something, we don’t search for the store name first and then browse the products in the store. Instead, we directly search for the product name and then browse the store.

Therefore, the content released in the first stage will not bring any actual results. The root cause is that the way of thinking does not conform to the logic of search marketing. (What is thinking? The following is the analysis of the third stage)

In the second phase, we will publish whatever our peers have.

The "imitation + surpassing" model works effectively in all walks of life. I just created a website and didn’t know what content to post. First, I analyzed ten or twenty similar websites, and then told myself, “We don’t generate content, we are just content carriers.” Maybe the effect is very good at the beginning, but you will run into difficulties soon, because the content published by your peers often cannot rank higher than their peers, and even inclusion may become a problem.

What would happen if we made a decoration platform website and reprinted the content from websites like Tubatu and Zhuangxiu13, which almost dominate the SEO traffic in the decoration field?

The results will tell us that it is futile.

However, we can overcome this dilemma in two ways:

1. Segmented positioning <br /> The content can come from peers, but our positioning is more focused and segmented. For example, the decoration website mentioned above, we only focus on the field of villa decoration. We "move" the content of many decoration websites, organize and integrate professional websites in this niche field of villa decoration.

2. Upgrade of content format <br /> Currently, most of the content formats of the industries that have a favorable ranking are in the form of pictures and texts. If we are the first in the industry to adopt video, we can surpass our peers in content format, such as creating a video-based food website. That is: if there is nothing new to create in the content, you can innovate in the form.

Combined with the idea of ​​repositioning or format upgrading, "we will launch what our peers have" seems to be a good approach at the moment.

In the third stage, we will release what users need.

Some students may ask, what is the logic of content publishing that is consistent with search marketing?
The answer is that the content we publish on the website is not for the users of this site, but for the users of search engines. The users of our website can only exist in our imagination. In fact, our website has no users.

Taking Taobao as an example, when we post products in our store, they are not for our store users to see, but for Taobao users to see. Before it becomes a brand store, the store itself has no users.

After acknowledging this fact, let’s answer the next question: We post content on the website for search engine users, so where are the search engine users?

It seems difficult to answer directly.

Then we change this question to "Which part of the users on the search engine are ours?", and the answer will come out. Those users who search for words related to our business are our users.

So, what are the words related to our business? Search from the following two dimensions:

1. Directly expand from your own business categories <br /> For example: a website that sells flooring can expand its product categories to include solid wood flooring, laminate flooring, and environmentally friendly flooring, which are business-related words. For websites that sell tiles, polished tiles, glazed tiles, and antique tiles are business-related words.

2. Explore from the perspective of solving user problems and needs <br /> Every product that is loved by users is because it solves a pain point of users, but there is another type of product that can solve a certain pain point very well but is rarely known.

For example: Honeycomb honey cured my chronic pharyngitis, but most people with chronic inflammation don’t know about honeycomb honey. Therefore, when promoting the sales of honeycomb honey, you should use "what to do with chronic pharyngitis" and "what to eat for chronic pharyngitis" as business-related keywords.

I often live stream my classes online, so when I needed a good quality microphone, I searched for QQ live microphone. This must seem funny to audio professionals, but most users are like me: they only search from the perspective of their own needs. By exploring the purpose, usage scenarios, effects, etc. of a product, you can obtain many business-related words.

2. How to post <br /> The above is about what to post.
Let’s talk about how editors publish content.
Similarly, it also went through three stages:

Phase 1
One person is responsible for one website.
The entire process from acquiring content to publishing it.
When many physical companies set up e-commerce departments, they usually have a position of SEO specialist. In the eyes of company executives, an SEO specialist is someone who takes care of all the free traffic on Baidu. He is responsible for website building, optimization, content, and ranking.

This kind of job division is effective at the entry level, especially when the SEO specialist is still learning. But before long, the SEO specialist will make a request to add editorial staff. Because technical personnel with SEO optimization skills often cannot work as editors for a long time.

Phase 2
Two people are responsible for two websites.
Division of labor between optimization and content publishing.
When the SEO team adds editors, you will find that the SEO specialists seem to be relatively idle, and the editors who are responsible for one website are not that busy either. So naturally, I needed to start looking to create a second website.

SEO technicians and editors are responsible for optimization work and content publishing respectively. SEO technology is responsible for on-site optimization, off-site promotion, and keyword library mining. Editors match content based on a keyword library and publish it at a certain update frequency.

Stage 3
Three people were responsible for ten websites.
Divide the work and cooperate in keyword mining, material collection, and content publishing.
In our previous sharing, we talked about the construction of a group station team and shared a plan in which three people were responsible for ten websites. We also followed this group station team plan when we served as group station construction consultants for our classmates' companies:

One SEO technical consultant + two editors are responsible for ten marketing group sites.

So what does this small team do?

The following is an introduction to the entire process. Our recently developed Souwai 6 system has fully implemented the technical support for the process. Souwai students can experience this efficient content publishing process for free. Non-students can get a general understanding through the following diagrams to transform their own website systems:

1. Website construction and on-site optimization

SEO technology is responsible for website construction or imitation, interface debugging and site optimization. After completing a high-quality marketing website, it will be fine-tuned and modified and copied to the second website. It took about a month to complete the construction and on-site optimization of 10 websites.

The Souwai 6 system has a website copying function, which allows you to easily copy the finished template to other websites. It only takes one day to make 10 websites.

2. Build a keyword library

There are two ways to build a keyword library:
1. Obtain the ranking word library of 20 peer websites through 5118 tools;
2. Explore long-tail keywords for the entire industry through 5118.

But here are some extra notes:

When mining keywords, you cannot just use industry core words, as that has great limitations. For example, in the honeycomb honey case mentioned above, if you only use honeycomb honey to mine the long tail, the vocabulary and scope will be greatly limited. You should use demand words such as "chronic pharyngitis" to mine and then make deletions.

When building a keyword library, it is divided into two stages:

Phase 1:
Make targeted long-tail keywords, that is, keywords that can be converted immediately after being searched.
For example: a website that sells maternal and child products, extended words such as baby toys and diapers are target-type long tails. On the Ctrip website, the names of various hotels are also target-type long tails. Most of the searching users will search for this name only after they have decided on this hotel.
In the first stage, we sort out words like these that can be directly converted and give them priority for publication.

Phase 2:
Do marketing-oriented long tail, that is, users who search for those words will not place an order immediately, but these words bring a potential user.
For example: What should I do if my three-year-old baby always wets the bed? This phrase belongs to the marketing long tail for a website selling maternal and child products. On the surface, the user searching for this word does not intend to buy anything, but from this word we can see that this is a search by a mom or dad, and is a potential user of the maternal and child website.

SEO technology mines keywords according to the above two stages and builds a database for editors to publish.

3. Collect and organize materials

"We don't generate content, we are content carriers", this logic still applies here. But here we are transporting on a broken platform.

It has become a common behavior for website content operators to obtain website content from new media. As a result, there are many tools for collecting new media on the market, such as Magnetic Fluid, produced by 5118 (new things cannot be searched, you have to go to 5118 to see them), which is very suitable for website content use. It can collect content from WeChat public accounts, Toutiao, Zhihu, etc. based on keywords.

With the content channel, a more advanced operation of content production is that SEO technicians and editors work together to first establish a content material library, and then split and package the content obtained from new media and other locations into the material library. Each topic has multiple materials available. After a website has prepared all the materials, it needs to be pushed to other websites. The Souwai 6 system has developed a function called "AirDrop" specifically for this demand, which can send materials between multiple stations with one click.

4. Content Publishing

Finally, it is edited and published. Add a location for material display below the editor. The editor only needs to write the title and three tags based on the keyword library, and then select content combinations from the material library for publication. The following is a demonstration of the effect achieved using our Souwai 6 system: