Creativity is a tool that can effectively improve the quality of keywords, and it is also a tool that attracts searchers' eyes to form clicks. Only the former can effectively play the role of the latter, both of which are to bring traffic to the website.
These three elements and three processes cannot be said to be the most important or the least important.
They influence each other. With the former as the foundation, the latter will have more room to play. On the contrary, it is futile for the latter to make great efforts.
The first step in establishing a new account structure is keyword expansion, screening and word segmentation.
According to products and services, we can divide them into categories and then subdivide them into related categories.
We can use some tools to expand keywords, such as "baidu promotion account keyword recommendation tool, Google keyword analysis tool, business communication, webmaster statistics" and so on, and record them in Excel.
In the selection of keywords, such as "engaged in English training industry, the expansion of the word' English' will lead to' English training, English recruitment', which has nothing to do with business and should be abandoned.
The last word segmentation is to prepare for the next creative writing and group the keywords around their parts of speech; Such as "plastic surgery hospital, plastic surgery hospital", "Which plastic surgery hospital in Dongguan is good, which plastic surgery hospital in Dongguan is good"
The basic principle of creative writing is to ensure that sentences are fluent, concise and clear, covering wildcards.
High-quality creativity can not only improve the correlation between keywords, search words and creativity, but also improve the quality of keywords, promotion units and the overall structure of accounts.
The landing page is the first page that the searcher enters after clicking the promotion result. Of course, this page must be associated with keywords.
The correlation between keywords and landing pages also affects the quality of keywords and accounts, and of course directly affects the conversion rate.
The importance of the landing page is also explained at the beginning of the article, so I won't repeat it here.
Give a simple example, but some friends will make such mistakes.
The general hospital introduces the keywords of each department into the homepage of the hospital website, with the homepage of the website as the landing page. Usually, the home page of the hospital website is a brief overview and introduction of experts, medical equipment and professional technology in various departments, and then the secondary directory of the website is used as the home page of each department to make an introduction page of experts and technology.
If an unknown hospital takes the homepage of the website as the landing page, it can be imagined without knowing the data conversion rate.
Usually in the case of fierce regional competition, the landing pages of price words and technical words will be further subdivided, and the conversion rate will be improved through content pages and special topics.
Other settings of account structure need to be improved one by one in the process of information construction. The account promotion area is set according to the distribution of multiple potential users, and the specific setting is carried out around the user groups during the promotion period. The setting of traffic monitoring and matching mode can eliminate invalid traffic and promote it more accurately.
Finally, do a good job of statistical analysis of data, optimize the account structure and improve the conversion rate.