The first goal is to increase the sales of website products.
Increasing product sales through SEO is the initial goal of most B2C companies, especially when e-commerce enters the primary stage. The higher the position, the easier it is to put forward this goal. First of all, let's look at the composition of product sales and several simple formulas:
Product sales = number of visitors, conversion rate of visitors' orders, and average number of products ordered.
Product sales = new customer order quantity, new customer average order product quantity+old customer order quantity, old customer order product quantity
Product sales = number of SEO visitors, average number of products ordered by SEO customers+number of products ordered by other channels.
I may feel a little dizzy after reading several formulas with different dimensions. Since the goal of SEO is to increase product sales, how to identify which customers through SEO? Some students may say that Google Analytics, CNZZ, 5 1la and other traffic statistics tools can be seen in the network promotion in Shenzhen, but what I want to say is that these data are directly purchased by visiting users. If users enter the website through natural search, they don't buy it immediately (put it in favorites, leave temporarily, pay for the wrong thing, need to go home and buy it, etc.). ), but pay later, then this order may not be displayed. In other words, users who enter through SEO within a certain period of time will only record SEO if they visit and purchase successfully according to the path set by the administrator without closing the browser. How sad ah, SEO has done a lot of things, always making wedding dresses for others, and your leaders take these things to assess you. So many people find that SEO teams are hired at high prices to optimize websites, but through analysis, it is found that the sales volume brought by SEO is very small. It is for the above reasons that SEO users are diluted by various channels. If you directly use sales to assess SEO, you will keep looking for headhunters to dig people, and finally come to a theory that SEO is useless. The sales volume of products, like the transaction volume, is a comprehensive data, which is obtained by multiplying and adding some bases (flow and unit price) and indicators (conversion rate).
The second goal is to increase website traffic.
Increasing website traffic through SEO, now most e-commerce companies will give SEO such an indicator, in fact, this is also very unreliable. I remember two years ago, when I interviewed a domestic first-class B2C, the interviewer put forward this goal. At that time, I felt that this should not be the goal of a top domestic e-commerce. E-commerce, because of its particularity, such as product category restrictions, can not be infinitely increased like portals or classified information websites. Not adding a product means increasing equipment, capital and personnel costs such as purchasing cost, inventory space, editing cost and customer service training. According to different product attributes, such as shirts, there will be a limit to increase natural flow through product types. No matter how high you rank, the overall search volume of the network is your limit. No SEO can break through, but there will be other ways, such as Li Jiu, Mai Bao and so on. This will open up another way to conduct SEO through user needs. This will be designed later, and will be elaborated later. If the goal of SEO is to increase website traffic, I feel it is inaccurate and unreasonable, and it is very likely that some SEO will take risks by cheating or attracting a lot of irrelevant traffic.
I don't think that improving website traffic can't be used as a standard for evaluating SEO. I think it will be more appropriate to guide the appropriate traffic to the appropriate page as an assessment.
For example, it is more appropriate to guide the flow of product knowledge to knowledge base than to product display page, and it is more appropriate to guide the flow of product consultation to product pre-sales consultation than to product display page.
The third goal is to improve the exposure of the website.
Exposure has a great correlation with website traffic. Every time a webpage is opened, it means a webpage exposure, but the exposure here is more generalized.
If we divide user behavior into three stages, the first stage is any position before the search, the second stage is the search result page of keywords, and the third stage is the interior of e-commerce website. Then the second stage has undoubtedly become the most critical link to determine whether users will enter your website. If users are allowed to choose your website in the second stage to the greatest extent, for a website, search engines will try to avoid multiple pages in a search result, except for command search, of course, so even if you clip all your hot keywords in the titles of all pages, it will have no effect. Users will produce a variety of results on the second page: first, they didn't see your website information (title, URL and description); second, they saw your website information but didn't click to enter; third, they saw your website information and clicked to enter the website.