Promotion of dealerships in the search. SEO for the "foreign directory"
Yo-yo! For several years I have been promoting various sites. In the pool of my clients there are several dealers of expensive motor vehicles. All of them sell the same equipment, of the same manufacturer, only in different cities.
Besides the fact that they sell the same thing, they have several unifying factors:
If you are familiar with these issues, then you clearly need to continue reading this article.
I summarized the problems above, let's now understand what this is fraught with for us (except for the control of the distributor, and so it is clear - a step to the left, a step to the right - execution).
Briefly: the "plus sign" from the search engine is only the site that will be first indexed with this content (especially Google, IMHO).
A site visitor does not have the opportunity to compare various products necessary to solve a particular problem. This negatively affects the behavioral factors of the site, reduces coverage, and you need to compete with sites that have several brands of equipment in the catalog.
Although the advertising materials are vivid and clearly explain the value of the product, they cannot significantly affect the site promotion in search engines. They can not be used as a support for creating articles (well, except as a topic). In addition, the same advertising materials can be used on different lines of technology, and this is the repetition and blurring of the relevance of pages within the site.
The lines of technology change every year and you can not increase the weight of the page with age and do not effectively purchase links to a specific product (although there are those that I would like to promote in priority order).
The field of how we understood what is stopping us from moving forward is to develop a strategy.
First, we will consider a marketing task that will help us understand how to “hook” a client. And this task is quite SEO-shnaya, namely the collection of the semantic core. Why am I talking about marketing ?! Because in the framework of promoting a site with such a set of characteristics, it is much more important for us to understand the need that (potential) customers have today and the need that they will have with the advent of a new line.
For myself, I have identified several types of needs:
In order to systematize the needs in this way, we need to analyze the collected SN, identify query patterns, understand what they relate to.
The types of needs received in this way are nothing more than a system within which we create content (articles, blog posts, description of categories / groups)
From the very first day, we need to build a subscriber base for your newsletters. It can be push (my favorite) or e-mail newsletter. The important content that we will publish on the site should return visitors to the site. We adhere to the scheme: added content - sent to subscribers.
It seems like a simple advice, but not all, few are just ...)
We understand that groups / product lines, how pages will live with us longer. So, the goals of our linking and links should be groups. Of course, there is a possibility that some line will be “cut out” from the catalog, but in this you can make a redirect from it to the most similar one.
As a result of my work for myself, I identified several simple principles:
Of course, other promotion methods will not interfere with us, including internal optimization.
By the way, recommendation systems give a good increase in traffic. Perhaps this will also give you a bonus when promoting.
Besides the fact that they sell the same thing, they have several unifying factors:
- Tight control of the distributor. Content and information about the technology is strictly regulated.
- Description of equipment does not contain unique information
- Their sites contain only one brand
- There is a constant rotation of pages due to updating product lines every six months
- Promotional materials contain only short abstracts and do not contain detailed answers about how they solve client problems
If you are familiar with these issues, then you clearly need to continue reading this article.
Understanding problems
I summarized the problems above, let's now understand what this is fraught with for us (except for the control of the distributor, and so it is clear - a step to the left, a step to the right - execution).
Description of equipment does not contain unique information
Briefly: the "plus sign" from the search engine is only the site that will be first indexed with this content (especially Google, IMHO).
The site contains only the technology of one brand
A site visitor does not have the opportunity to compare various products necessary to solve a particular problem. This negatively affects the behavioral factors of the site, reduces coverage, and you need to compete with sites that have several brands of equipment in the catalog.
Promotional materials contain only short abstracts
Although the advertising materials are vivid and clearly explain the value of the product, they cannot significantly affect the site promotion in search engines. They can not be used as a support for creating articles (well, except as a topic). In addition, the same advertising materials can be used on different lines of technology, and this is the repetition and blurring of the relevance of pages within the site.
Constant rotation of equipment on the site
The lines of technology change every year and you can not increase the weight of the page with age and do not effectively purchase links to a specific product (although there are those that I would like to promote in priority order).
Dealer Center Promotion
The field of how we understood what is stopping us from moving forward is to develop a strategy.
From need to content
First, we will consider a marketing task that will help us understand how to “hook” a client. And this task is quite SEO-shnaya, namely the collection of the semantic core. Why am I talking about marketing ?! Because in the framework of promoting a site with such a set of characteristics, it is much more important for us to understand the need that (potential) customers have today and the need that they will have with the advent of a new line.
For myself, I have identified several types of needs:
- selection of app. parts and attachments
- decision of choice (there is no understanding of what is the difference between a particular unit of technology and where it is relevant to apply)
- understanding of technologies (new technologies and systems are constantly being introduced into technology, the client wants to understand why this is necessary and how to use it)
- operation (looking for schemes, recommendations for maintenance and selection of technical fluids, looking for a tutorial on setting up systems)
In order to systematize the needs in this way, we need to analyze the collected SN, identify query patterns, understand what they relate to.
The types of needs received in this way are nothing more than a system within which we create content (articles, blog posts, description of categories / groups)
Return visitors
From the very first day, we need to build a subscriber base for your newsletters. It can be push (my favorite) or e-mail newsletter. The important content that we will publish on the site should return visitors to the site. We adhere to the scheme: added content - sent to subscribers.
It seems like a simple advice, but not all, few are just ...)
Linking and purchasing links
We understand that groups / product lines, how pages will live with us longer. So, the goals of our linking and links should be groups. Of course, there is a possibility that some line will be “cut out” from the catalog, but in this you can make a redirect from it to the most similar one.
Total
As a result of my work for myself, I identified several simple principles:
- Content is about “needs,” not about “keys” (incidentally, the general trend)
- The search query pattern is much more important than the query itself
- Promoting groups, not products
- Work on the return of visitors is necessary constantly
Of course, other promotion methods will not interfere with us, including internal optimization.
PS
By the way, recommendation systems give a good increase in traffic. Perhaps this will also give you a bonus when promoting.
All Articles