Three years in foreign trade, i've learned five anti-intuitive experiences
Fifteen years in the factory, and the first 12 years in the fair, the platform, the old customer. The independent station seo, which began three years ago, has been able to understand gsc data, determine the direction of content, and identify service providers. These three years of experience have given me a completely different understanding of many things。
I am the owner of foreign trade, and the plant makes rubber belts, mainly exported to engineering machinery and agricultural equipment。
This article does not speak of a technical course, but of five experiences that i have experienced in my own body, contrary to instinct. It is hoped that this will help foreign trade owners who are making or preparing to become seos。
Number one: the less traffic, the more accurate the query -- do not "quantity" as kpi
Intuition tells me that the more traffic, the better. It was only then that the general flow was equal to a panorama, which was a waste of time。
The first year i looked at google search console's number of hits. Every month the numbers go up, and the seo works. And? Many clicks from "how does a rubber track work" "what is rubber track for excavator" this type of information term — come from students, lovers, report-writers, none of whom are buyers。
In the second year, the thinking was reoriented, and the core goal was replaced by "strength of clicks" to "upgrade of the trade word" — for example, "rubber track for 3. 5t excavator" "china rubber track manufacter" this type of word, with a search volume of only one tenth of the big words, is much more likely to bring in an inquiry board。
Counterintuitiveness: less traffic is not necessarily bad. When you find the traffic falling, but the inquiry has gone up, it means that your seo is on a “right path”, filtering out the inaccuracies of the surrounding traffic and sifting in people with real purchasing intentions. If your team is still using “how much traffic has increased” as a core reporting indicator, it may be necessary to re-examine whether this kpi is directly linked to the ultimate goal。
Article 2: the best of the chain is not bought, it's led
Intuitively, i'm told that the extra chain is paid for, and the more the better. It is only when it is done that the link bought is cumbersome and the quoted link is the asset。
When i was a seo, i went to a service provider, who quickly pushed it up with a few hundred-dollar, thousands-linked extra-chain set. I thought it was worth it. And then the website was downgraded. Because google can judge that the links are bulk-generated and not industry-related, they are directly rated manipulation。
Then we completely changed our thinking: instead of buying a chain, we did what was worth quoting. We have produced a guide to the rubber tape selection under different conditions, with a temperature-resilient comparison table and wear and tear cycle data. Three months after the launch, they were quoted by five industry technical blogs. No one, no payment, it's all natural。
The counter-intuitiveness: buying a chain is "paying for someone else to chain you," and doing high-quality content is "getting someone else to chain you." the former may be punished at any time, while the latter is a real asset because it originates from people who think your content can help their readers。
Article 3: the smaller the website, the higher the ranking - it's more useful to be narrow than to be broad
Intuitively, i was told that the more content and coverage the website has, the easier it gets. The more you try to do everything, the more google thinks you're a professional。
When we first made rubber belts, the product line was wide — from mini-diggers to large bulldozers, from agricultural harvesters to military armoured vehicles — covering almost all equipment with tracked. And then i found out that google was completely unconvincing of our professionalism -- none of the keywords。
Subsequently, a decision was made to cut off 80 per cent of the product line displays and to make only the tracks of microdiggers (1-5 tons). The first page of the website has been changed to “professor specialized in rubber belts for microdiggers”, all of which revolve around this sub-section. Three months later, the core keyword “rubber track for 1. 5t external” entered the first two pages of google。
Anti-intuitiveness: it's more difficult to do narrowness than to do broadness (because you have to restrain the urge to show all products), but google's perception is, "the more you focus on something, the more qualified you are to get ahead of the subject."。
Article 4: the longer the seo takes, the less important the “fast” will be
Intuition tells me to do business quickly. Slow down and the rivals took it. When you do it, you know, seo doesn't have the "fast" option. Slow is fast。
In the first year, i asked three or five times, "why isn't it on the front page?" then it became clear that those “two months on the front page” were mostly black hats — either buying extra-chain foods or making keywords at the cost of being discovered by google sooner or later。
Our rhythm now is five to eight months from the very beginning of a core word to stabilizing into the first two pages. But when you go in, you don't fall out of nowhere. The "slow" time in the front, in exchange for the stability in the back。
The counterintuitive: the goal of being a seo is not to "come up quickly," but to "come up and not fall." the second thing is ten times harder than the first。
Article 5: 3 months before seo is outsourced is more important than anything
Intuitively, i was told that looking for a service provider would be like hiring a staff member to read a resume, talk about a round and sign a contract. It is clear to me that seo outsourcing is not the same as hiring staff — the resume does not show the technical skills, nor does he understand the white hat for an hour。
In the first year, i went to a service provider, and i looked at the ppt and signed the yearbook. Then the ranking went up, then the power was down, then the serviceman disappeared. In the following year, i changed the screening criteria: three months without a year's notice. What can you see in three months
These three months will not cost much, but will filter out most of the “sale” seo companies. The same logic applies to seo service providers where the suppliers who did not make good samples are not worthy of large orders。
At the end
These three years of experience have completely changed my perception of seo. When it was done, it was felt to have a shortcut — to buy the outside chain, to rank fast, to have short-term effects. When done, it turns out that the real effect never comes from these “fast” and “big” things — not the more traffic, the better; not the more chain, the better; the more natural; not the wider, the better。
These experiences do not necessarily apply to every factory, but if you're also doing a foreign trade seo, you're anxious or you're too slow, you might want to stop and think: are you also judging by “intuitiveness” and neglecting anti-intuitive but really effective practices
