1. Understand the intent of the target audience (Audience) and the user (User)
For example, you should know:
(1) What kind of communication medium does TA prefer? Text? image? Video? And use the correct communication medium to deliver marketing information to the TA.
(2) What information does TA expect to find when searching for words or sentences? Try to give the answer in the simplest way possible, and confirm that the content of the website can answer the question completely.
In the future, it will only be more important to produce content based on the intent of users searching for the target keyword.
Furthermore, ideally, we should try to understand what problems people searching for a certain term will have before, and after the first search, as our content planning direction.
For example, users who search for Japanese travel may also search for detailed information such as related tourist attractions and food, and this detailed information can be used as the direction of our website content planning.
In addition to understanding TA, but on the SEO strategy, experts suggest that more attention must be spent in marketing funnel ( Marketing Funnel ) places, and make sure we really want to spend the time and effort.
We should think about, "Should we spend our efforts to manage a ranking of a wider range of terms? Or should we manage the more precise terms in the later stages of the marketing funnel?"
Which terms searchers know better what they want? Have more chances to be interested in our products? Wait, to help us focus our efforts on keywords that can bring greater results.
In terms of keyword research, experts suggest that you can: check the search results page, and whether competing websites similar to yours are ranked in the specific target word or sentence.
Therefore, if the first page of search results is full of large e-commerce platforms, news sites, forums, and other types of websites that are different from ours, maybe you can consider operating other keywords and sentences.
This is the direction of competitive product analysis in keyword research, but it is not necessarily absolute.
There are still non-same types of websites that have successful operations (for example, providing content similar to and better than information-based competing websites), but they can be used as an indicator for us to evaluate the difficulty of keyword operation.
2. Use Structured Data Markup to enhance the search appearance and enhance the search experience
Many experts in the field of marketing emphasize the need to understand and use structured data to mark the website as much as possible, so that Google can better understand the content of the website, and have the opportunity to obtain enhanced search results, such as Featured Snippets, Website breadcrumbs, etc.,
By enhancing the look of the website in search results, presenting more information on the website, and improving the user experience, there will be a chance to increase the click traffic of the website.
As for the structured data markup, Qibao engineers have been widely used in the optimization of customer websites, so that Google can better understand the content of the website, improve the appearance of the website, and increase the chances of users to click on the website.
3. Create Exceptional content
It is precise because search engines place more emphasis on content. In terms of content production strategies, it is better to produce high-quality and in-depth content than to produce a large amount of but low-quality content.
High-quality content, from a search perspective, is content that can satisfy and solve the user's search intent.
4. Improve the EAT value of the website
The EAT value is Google's search quality rating policy, which is mainly divided into three categories: Expertise, Authority, and Trustworthiness. The basis for judgment is as follows:
- Expertise - whether the website content is professional (with original and well-founded content).
- Authority degree-the authority in the related websites of the profession, the pros and cons in similar websites.
- Trust credibility- whether a website with personal privacy information is safe and trustworthy is very important (for example, whether the website certificate is HTTPS).
After knowing the judgment criteria, it is obvious how to strengthen the website in the future: assuming we want to improve the credibility of the website, we can consider adding HTTPS credentials for the website.
5. Optimization of website speed
As search engines pay more attention to website speed (after all, website speed is an important factor affecting user experience), website speed optimization will be more important.
6. On-page Optimization is still as important
7. Get ready for Voice Search
With the prevalence of mobile devices, such as smartphones, voice search will be used more often.
When operating the website, the engineer will assist the client in operating some colloquial keywords, such as question sentences such as how to do something, and provide colloquial content suggestions.
We usually recommend that customers provide frequently asked questions (FAQ) content or help add site blocks for frequently asked questions, etc., and add structured data tags to increase the chances of webpages appearing in selected abstracts (if you perform a voice search, the selected abstract content is easy As a result).
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