Some enterprises will earn ranking and lose investment when doing SEO optimization. In other words, corporate keywords are on the home page, ranking is stable, and traffic is also increasing steadily, but the rate of orders has not improved, and there is no direct relationship between the rise of website ranking and corporate profits.
No amount of traffic, no conversion rate, no profit. How can enterprises break through this dilemma?
It is not a one-step process from ranking to order conversion, The period includes three conversion processes: ranking brings traffic, traffic brings inquiries, and inquiries transform orders.
Ranking brings traffic
1. Locate the website well, and do not make frequent major changes in the future
Building a website for the purpose of building a website is a problem that some enterprises will encounter in the process of building a website. After the website is officially put into use in the later stage and is ready for optimization and promotion, the website will be revised and upgraded according to the situation. But before that, the search engine has already included the content of the website, and the re revision means to re include and re enter the ranking.
Therefore, when building a website, it is necessary to plan the positioning and content of the website, whether it is a display website or a marketing website, so as to avoid the unstable or declining ranking caused by frequent changes in the later period.
2. Continuously update high-quality content
With the constant updating of Baidu algorithm, websites that do not have high-quality original content and only rely on content collection are doomed to not develop for long. If you want your website to be easily recognized by search engines, you should regularly update high-quality articles.
In addition to original articles, you can also occasionally reprint high-quality articles from other websites. Get permission from the original website and indicate the source.
The website should also be updated regularly, preferably on a regular basis during the same period.
3. Do a good job of keyword layout
The selection of keywords should conform to the user's search habits to ensure a search volume; Keywords must be relevant to website content; The competitiveness of keywords should not be too high, otherwise it is difficult to optimize to the home page. You can add long tail keywords appropriately, such as: region+keywords.
In a word, if you want your website to be quickly included in search engines to improve its ranking, you should first do search engine optimization when the website is stable, while keeping the website content updated.
Flow brings inquiry
After the ranking of the website brings traffic, the following points should be paid attention to if you want to increase the number of customer inquiries:
1. Optimize landing page to attract customers' attention
The cost for users to jump out of the page is very low. Many times, they will not close the page after reading a landing page. Therefore, when designing landing pages, we must deliver high-value information to customers in the shortest possible time. For example:
Graphic presentation: professional sentences, prominent selling points and graphic combination.
Video presentation: the camera is smooth and the picture is clear. The video can intuitively understand the details of the product and the production process, and it is easier to catch customers' eyes.
2. Optimize website opening speed
Relevant research data shows that if a website cannot load the content in 3 seconds, many people will lose patience and immediately turn to other websites. For these online retailers, this means a large loss of business.
Baidu and Google have listed the website opening speed as one of the factors affecting the ranking, which shows that the website opening speed is a very important link in the user experience.
3. Improve website trust
The website does not have a filing number, nor is it certified by a security company. Customers' trust in the website will be discounted, which will affect the order rate. Therefore, if the company can make a website filing number and official website prompts, it can improve the relevant qualification certificates.
Inquiry conversion order
1. Timely reply to messages
When consulting, customers usually send messages to multiple corporate brands at the same time. If they do not give timely feedback, they may be preempted by peers.
2. Appropriate feedback processing method
The information fed back to customers should clearly introduce the advantages of their products and the differences between them and their peers. At the same time, it can provide customers with suggestions on how to choose products/services, so that customers can feel that enterprises not only sell products, but also consider problems from the perspective of consumers.
3. Friendly customer service attitude
Those who have experience in online shopping must have this experience. The customer service is friendly and friendly when replying to messages, and they will be more willing to place orders. If the customer service is not professional, the attitude is cold, and the customer is driven away in a few words, the order rate must be low.
4. Customer cases are well prepared
When a customer comes to consult the business and wants to see the cases he has done before, he must not miss the opportunity to create an order because of insufficient preparation. Opportunities are always reserved for those who are prepared. Enterprises must prepare corresponding excellent cases according to their businesses in advance. Cases can be word documents, PPT or PDF files, which should fully reflect the company's professional business capabilities and excellent technical level.
5. Improve the website payment system
When consumers shop online, they are used to adding products of interest to shopping carts while browsing the page. Some websites do not develop shopping cart functions due to limited technology, which will affect the order placement rate.
In addition, current consumers are more accustomed to using Alipay and WeChat payment, but Alipay application for instant payment must have certain qualifications, otherwise it cannot be applied. If there is no effective payment method for consumers, it will also affect the order rate.
