How to optimize B2B websites
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-05-13
B2B Website optimization It has become one of the most important strategies in online marketing strategies of B2B websites. The traffic of search engines cannot be ignored. However, B2B websites are different from enterprise websites. Such websites generally have many levels, relatively complex structures, and a large amount of content information. At the same time, many B2B websites correspond to many user generated secondary directories or secondary domain names, because of these factors, Many B2B websites have many problems, especially some small B2B websites, which will not be optimized without professional teams or managers, which leads to those common problems still exist until now. Below by Website production company Shangpin China Talk about those problems, especially small B2B websites.
1. Advertising issues
It is still a small B2B website, which is a very big problem, because many small B2B websites Website construction outsourcing It depends on advertising fees. The better one is business advertising, while most of them rely on traffic advertising. This is understandable, because small webmasters also need to make money. But advertising also needs a certain degree and a reasonable layout. The screenshot below is the home page of a B2B website. It can be seen that 1/2 of the first screen is advertising, and it is also on the top. It can be said that this is the most important position of the home page, but it is all advertising. At first glance, it thought it was a profiteering website. There are many such B2B websites, because many advertisements are paid by clicking, and some are from Ali Mama, which requires users to click or buy, so the webmaster will put it in a prominent position, but your website is a B2B website, don't forget the purpose of users coming here, and put the cart before the horse, so it is consuming your users, and it is also excessive consumption.
2. Website structure problem
The main navigation of B2B websites looks simple, just like the main columns of supply, purchase, products, enterprises, information, etc., but under these different columns there is a large amount of information and classification, which leads to the complex classification and chaotic layout of many B2B websites. As a result of the maze, users can either leave directly, Or patiently find a piece of information that may not meet the demand, and may not come again next time. For search engine optimization, this also hinders index crawling, reduces the efficiency of search engine spiders on websites, and hinders spiders on B2B websites with a huge amount of information, which is tantamount to refusing traffic. Whether for users or for search engines, large and well-known B2B websites are good, because they have authority and brand, which is capital, while small B2B websites do not have this capital, if they have no characteristics in structure, how can we compare them?
3. Update content display question
B2B websites have a lot of information updates every day, and with the increase in the release of supply and demand information, a lot of newly released information is constantly rolling and updating, but many new information has not yet waited for the search engine spider, and the updated information comes again, once scrolling to the multi-level directory, large B2B websites are OK, and the spider's capture frequency is relatively high, A small B2B website will have a large amount of newly released information that cannot be included by the search engine, and a large amount of new information has not been seen by users, so first of all, pay attention to the frequency and time of updating, give enough exposure time to the information, and at the same time, it can also cultivate spiders and improve their work efficiency. On the other hand, due to the unreasonable design of the website structure, It is difficult to record.
4. Breadcrumb navigation problem
As mentioned earlier, the classification of B2B websites is very numerous and complex, so breadcrumb navigation is indispensable for users and search engines to better "browse" websites. However, many B2B websites do not have breadcrumb navigation directly, nor do they do other alternative things, and some do breadcrumb navigation, but the guidance is more and more chaotic, or do not follow the classification, Or replace these categories with keywords. Although the keywords on the navigation are useful for optimization, doing so will do more harm than good. If it is just for the sake of keyword density, Mumu just wants to say: Save!
5. UGC problem
The reason why UGC mode should be mentioned separately is that the main information source of B2B websites still depends on UGC, and administrator addition is relatively easy to control, while the UGC mode is that users publish information by themselves, which is difficult to control. On the one hand, many users publish content with unprofessional page titles and low relevance, On the other hand, there will be a lot of duplicate information when different users publish content, and many of these published content is directly pure garbage information. These are three common cases. The consequence is not only to affect the user experience, but also to have no competitive advantage in search engines. At this time, it is necessary for the website to correctly guide and remind users to release information, and at the same time, it is necessary to have a strict audit mechanism to standardize these contents. UGC mode is an increasingly popular content mode at present, but it is a time bomb inside if it is not used well. Unfortunately, for so long, only a few industry-leading B2B websites have solved this problem reasonably. Most other B2B websites (especially small ones) have not been well handled, and some may not even attract the attention of website managers.
6. Update content quality problems
B2B websites need a lot of updated content. The main source of content is the administrator's own addition and UGC mode. Here, the administrator's own addition is mentioned first, and then the UGC mode is mentioned separately. Because the daily update volume is very large and many B2B websites do not have special editors, the quality of content is mostly not optimistic. Collection, copying, disruption, and combination are the most common means. Many even collect directly with links, and even add fuel to the fire. As shown in the following figure, add links after collecting the content. I don't understand what the purpose of this is to drive away users? Is it challenging the search engine? We say that B2B websites need a lot of information, but what's the use of such useless or even harmful websites? Have you checked the effect of these pages in the statistical tool in your spare time? There is a very good saying: no zo no die! Mechanical content filling is useless. The key is the value of the content. Content is the carrier of all your products and services, and the driving force of the website. Only a small amount of content will only disappoint users again and again.
These problems have existed before, and there are still a lot of them up to now, especially for small B2B websites. In my opinion, B2B websites must first have a clear and reasonable layout of the website structure. On the one hand, users and search engines must "browse", and on the other hand, content needs to be valuable. In this era of content marketing, there is no content, and it is hard to move, Finally, it is necessary to have a good reading experience. Full screen advertising must be an obstacle. Of course, in addition to these problems, B2B has a lot of problems. Many problems have accumulated over time and become difficult and miscellaneous. Instead of achieving the goal of website optimization, it has caused more problems on the website. Therefore, we must pay attention to some problems in the website operation, otherwise, the more we accumulate, the greater the leapfrog, and finally the website will not hold up.
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