Website traffic-secrets | SEO and social media

Search Engine Optimization and Media
Search Engine Optimization and Media

Many businesses eventually gave up their operations because the input and output were not proportional. Is this because they won’t operate? Or do they not know how to lead the flow of people and money to the e-commerce website to stand out from it? When it comes to how to direct traffic, first you should know where the traffic comes from.

According to Yotpo’s analysis at the end of 2016, the largest source of traffic in the online world is direct traffic, accounting for 40%. The so-called direct traffic is that there is no way to track the source, that is, to directly mark the website URL or share the URL with friends and family, and then directly connect to the e-commerce website by copying and pasting the URL. Since this kind of website traffic has no way to track the characteristics, so Known as “Dark Social”.


Secondly, the second-largest source of traffic is through search engines. The proportion of search engine-directed traffic is 34%, of which Google accounts for more than 50% as the largest source.
When it comes to how to direct traffic naturally, you might think of two methods:

1. Search Engine Optimization (SEO)
2. Social media marketing

Some people think that through SEO can effectively optimize the reach rate, which is further conducive to the ranking of the website, more details about SEO are welcome to refer to: Web page SEO optimization entry, reading this article is enough to crack the SEO website evaluation standard myth, three aspects Let you no longer do nothing for SEO optimization! There is another saying that it is possible to create topics through various social media, such as Facebook, Twitter, YouTube, etc., and use the method of pulling people to increase the base of reaching the masses and direct traffic.

In fact, the two are not operating independently. Search engine optimization and social media marketing are like pizza and cheese. When there is no cheese in pizza, it is like missing the most delicious flavor, although there is still a taste. But tasteless. SEO must be paired with high-quality content creation in order to create truly effective traffic, and social media is the high-quality potential stock that assists SEO, which is why SEO and social media marketing have gradually become activities that all companies want to closely intertwin. .
But how does SEO and social media complement each other?

When sharing content on social media, not only to attract attention, the most important thing is to attract visitors to your e-commerce website. Therefore, operating social media helps to improve the visibility of e-commerce websites and also indirectly affect Google ’s Search results ranking. In order to effectively guide traffic, Kissmetrics analyzes more than 18,000 small and medium-sized e-commerce websites. In addition to the development of social media in recent years, it attempts to find rules from consumer behavior. The following is to improve the efficiency of guiding traffic 8 statistic data and strategy recommendations worth noting:

Table of Contents

1. Long-term SEO strategy focusing on special long-tail keywords
2. Make good use of Latent Semantic Indexing (LSI) to use synonyms
3. Social media strategy focuses on Facebook, YouTube, Twitter
4. Don’t blindly pursue the development of paid advertising
5. Correctly select the time to start marketing activities
6. Retain existing consumers and attract them back to e-commerce sites regularly
7. Do n’t build a Facebook fan page for e-commerce sites
8. Optimize the diversion process of mobile devices in sequence

1. Long-term SEO strategy focusing on special long-tail keywords


Although one school believes that SEO is still a mystery, such as the use of long-tail keywords, because of its high relevance to products, the competition is relatively fierce, so it is difficult for newcomers to compete with existing manufacturers. , Even ranking in the top three in this keyword is even more difficult than ascending to the sky, so although it can be implemented in theory, but there is no way to help the e-commerce website today.

However, it is undeniable that the natural search volume of traffic from search engines such as Google, Bing, Yahoo, etc. is still a large amount. It is concluded that the search for traffic guidance is still a key and needs to be valued, so it is recommended that e-commerce websites Able to carry out a long-term SEO strategy for special long-tail keywords.

Although long-tail keywords are more difficult to rank in the top 10 keywords in the Google keyword search results, as time goes by, they will actually increase the ranking of unoptimized related keywords, thereby increasing the amount of traffic.

2. Make good use of Latent Semantic Indexing (LSI) to use synonyms

The latent semantic index is to analyze the article to mine the latent meaning or semantics of the article. Whether it is  English, different words can represent the same semantics; conversely, the same word also has multiple different meanings. These ambiguities make Accurate semantic recognition becomes very difficult. The purpose of LSI is to locate relevant and accurate articles for keyword searches. Therefore, Google uses LSI to measure the value of keywords displayed in web content.

According to its principle, when Google crawls web pages, it will accurately locate and organize common keywords; while users search, LSI will find the content most relevant to the search keywords as search results. However, if you want to rank for a keyword, such as excessive reuse of the same keyword in the content, Google’s algorithm will treat it as malicious behavior and reduce the degree of relevance of the content. Therefore, the best way is to use synonyms of the main keywords to drive website ranking and increase traffic.

3. Social media strategy focuses on Facebook, YouTube, Twitter

In this generation of the community, I believe that many people have the habit of using the community, and different social media have different functions, features and user habits. However, if you want to run a community or want to use the community If the platform directs traffic, which one should you choose?

Of course, there are quite a few discussions about the effectiveness and relevance of social media on e-commerce sites. According to the statistics of kissmetrics in the figure below, you can clearly find that YouTube’s performance regardless of the time of use or the number of pages visited Both are slightly better than other social platforms, so if you want to increase the brand impression and connection with potential consumers, YouTube is definitely an important tool that you cannot miss!

In addition to the behavior patterns of users in different communities above, who can create relatively high value if they simply compare the profit side?

According to statistics, the average value of visitors from Facebook contributing to e-commerce sites is 22 cents, which is much higher than the 5 cents from Twitter, which is a four-fold gap. At the same time, with limited resources, you are more It should be understood which community development to invest in your e-commerce website will have the highest benefit. After selecting the community you want to develop, you also need to pay close attention to which types of posts not only attract users’ attention, but also get click opportunities, and do n’t forget to create links in the posts. For other content about link creation, please refer to creating links (Link Building) 8 tips! Drive traffic to your e-commerce website.

In addition, from the above picture, you can also find that the performance of the Facebook mobile device version and the online version is very different. The reason is that many e-commerce sites ignore the compatibility issues of the online version and the mobile device version. In addition to the interface of the version, the interface of the mobile device is ignored.

Finally, if you want to develop the Pinterest community, you will find from the data that the number of pages visited by users is large, but the stay time is very short compared to others, so you can optimize the user experience of sites visited from Pinterest to ensure users Smooth and fast checkout process.

4. Don’t blindly pursue the development of paid advertising


More and more e-commerce sites use paid advertising as a new channel for directing traffic to digital marketing. This method can of course also meet the demand for directing traffic. However, the rapid growth of e-commerce sites and the increasing use of advertising Indirectly, the average cost of common keywords in many markets has increased, especially during the peak sales seasons such as Christmas, you ca n’t even buy ads even if you have money. For details, please refer to: Advertising Features and Clicks on Amazon, Facebook, Google Different Platforms cost.

In such a fiercely competitive environment, what you have to do is not to blindly advertise, nor to hire top SEO companies to optimize search engines for you!

If you want to quickly generate traffic, you can use other methods, such as cross-border cooperation, holding various events to create topics, and at the same time burying event tracking codes, continue to calmly and carefully analyze how to continuously optimize the benefits of these marketing activities. In addition, you can also observe the current e-commerce ecosystem to find unsatisfactory pain points, such as the rapid increase in mobile device penetration in recent years, but the user experience of consumers has not been improved, so instead of blindly following the development of paid advertising, Spending a little thought on mobile device traffic is likely to bring unexpected results!

5. Correctly select the time to start marketing activities

The average person may think that compared to the busy or excessive chores during the week, consumers will have more free time to spend on weekends, but the actual results are very different.

As shown in the statistical data below, the traffic during the week is much better than the weekend. The reason may be that most people will arrange outdoor activities such as travel on the weekend, so reducing the time spent on shopping on the Internet, so as an e-commerce website, you can use the behavioral characteristics of consumers to launch promotional programs such as marketing activities during the week to greatly increase your hit rate.

6. Retain existing consumers and attract them back to e-commerce sites regularly

Which of the new potential consumers and existing consumers is more valuable to e-commerce?

Based on data analysis, the former stayed on the website for an average of 2 minutes and 31 seconds, while the latter was 5 minutes and 31 seconds. When visiting the website each time, the average page views per visit of the former were 3.88 pages, while the latter per visit The page views are 5.55 pages.

Regardless of the time spent on the website or the number of pages viewed, the data of the returning consumers is higher than that of the new potential consumers, so the returning visitors have a greater chance to make purchases and become the support of your brand. By. At this time, you can remarket to specific consumer groups in a targeted manner, which can not only increase participation but also stimulate sales.

7. Do n’t build a Facebook fan page for e-commerce sites

The establishment of a high-quality e-commerce website community is undoubtedly a great help in guiding traffic and sales. However, it takes a lot of time and effort to operate a large community, and most companies cannot establish a socially meaningful community. group.

According to the following statistical data, the average number of likes on 4,000 Facebook fan pages of different types of e-commerce sites is less than 500. Among them, only two fan pages have more than one million likes. . At the same time, you can also find from the data that there are few e-commerce websites that successfully operate the Facebook community, and there are only a handful of people who can become benchmark learning objects. If you want to create a Facebook fan page for an e-commerce site, you might as well try to build a strong online community of 1,000 real fans, so that you will exceed 60% of e-commerce sites!

8. Optimize the diversion process of mobile devices in sequence

As mentioned above, the traffic of mobile devices is increasing day by day, which has considerable development potential. According to Yotpo’s research data, traffic from mobile devices accounts for 38% of total traffic. Although it is still less than PCs, it is the fastest-growing source of e-commerce website traffic.

After an in-depth investigation of the source of the traffic, it was found that the traffic from the Apple iOS device is much better than the Android system. The traffic from the iPad to the e-commerce site accounts for 30% of the total traffic, the iPhone accounts for 35%, and the rest Traffic is distributed on dozens of different Android smartphones and many tablets. Therefore, when optimizing the flow of mobile devices to e-commerce sites, it can be prioritized for the Apple iOS system, and then sequentially optimized for many other mobile devices and tablets.

Based on the above, you will find that although SEO and social media are not the same in nature, the efficiency ratio of obtaining click diversion is also different (every 80 interactions on social media will generate a click, and every 40 interactions will generate a click) , But there is a relationship between fish and water and fish and fish. If you can strategically optimize SEO and social media, you can help your e-commerce website to guide traffic, build consumer brand awareness, and increase More sales opportunities!

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