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外贸网络营销:SEO策略使业务增长58%

星期日, 02/22/2009 - 00:45 — foolsky

综述：多数营销人员都会非常兴奋：通过seo策略增加了240%的Web流量，而且增加了58%的业务。网络营销建立在成功的搜寻引擎最佳化操作与策略，以维持流量及增加转换。

挑战

波兰为基础的Argos公司重新规划设计了网站，通过seo策略得到240 ％提升网站流量。但营销经理马利克不甚满意。

增加的流量很大。你可以炫耀管理，但大部分流量都不跟你做生意，除非它转换成业务才有价值。

Argos满足企业需要的文件翻译，外语语音以上人才及其他服务。马利克用关键字丰富的内容以及提高网页title和描述标签，以提高网站流量。但在2007年，他需要发展其他的策略将保持网站流量流向，而转换更多旅客到线索，为销售队伍。

操作

不断提高网站流量，并转换更多生意机会，马利克和他的团队转向了一种新的组合，其中包括：

1. 新内容

2. 网页设计测试

3. 附加seo战术，如链接建设

这里有四个策略，他们用：

战略一开发新的语言版本的网站

该公司的客户群主要是美国和英国为基地的公司做业务，在欧洲，所以他们的网站原本是英文写的。马利克认为，东欧的公司所需要的翻译服务，因此，他们创造了两个新的语言版本的网站：波兰和德国。

优化了新的版本，马利克和他在公司内部团队的译员进行波兰语网络搜索，以确定关键词和短语，为他们服务。公司一名德语流利的同事翻译了这个网站。

他们为确定关键词，与在线服务供应商双方共同核定了这些术语，每语言确定了大约30个关键词。

战略二发布新的白皮书

接下来，马利克和他的团队制定了一个白皮书，服务于总部设在英国的客户：银行，航空公司，电信供应商和其他公司，让他们了解如何能够利用波兰移民移居英国的政策机会。白皮书的重点是充分利用这一经济机遇，用他们的母语做好近期移民的营销。访问者能够看到只有部分的文章在网上，他们不得不提供姓名，电子邮件地址和电话号码，以下载一个整篇PDF文章。

马利克确定了一些关键单词和短语，从文案提高白皮书的搜索引擎排名，例如：

l 波兰人在英国

l 波兰移民

l 入境英国

l 英国经济

然后，他们用这些关键词在网页的title和描述中。

战略三增加网站外部链接

搜索引擎可分析号码及相关网站连结，以帮助指派一个网站的自然搜索结果。保持排名达到前一年的seo努力，马利克给Argos的网站增加外部链接。

这里他们是这样做的：

步骤1 进行搜索，在该公司的前20名关键词，并找出搜索结果中的前10名网站。

步骤2 分析所有的网站链接回这10个网站，找出分数最高的Google的网页排名。

步骤3 发送电子邮件到最相关和高度名列第三方网站，要求互换链接。

电子邮件内容可以简单介绍该公司的意图：“马利克的研究小组发现了网站上的网页，并发现它提供了一个链接到他们的一个竞争对手。”它随后解释为什么链接Argos也与此相关，并提供给贸易之间的交换链接。

战略四测试安排和设计方案

除了白皮书外，马利克的研究小组使用其他两个主要特点，以收集联络信息，从网站访客：

A请求的形式免费翻译报价

B网上促销活动，例如打八折的优惠寻找新的客户，需要注册

他们进行了多次大规模的A / B测试，以确定是否有变化，来设计和放置这些链接的网页会增加转换率。

试验包括：

l 配售环节的左上角，右上角的中心，左或右中心的网页

l 用一个形象的蛋糕，花或储蓄罐，为网上促销环节

l 用一张照片，一个人的脸或一张女人的脸，为竞价链接

结果

马利克没有料到又一年三位数的流量增长，2007努力见到了成效：

l 网站访问增加了24 ％

l 浏览页次增加34 ％

l 弹跳率下降12 ％

l 停留时间增加46 ％

他们还希望得到更多的流量：他们的主要目标网上业务增加了58 ％。

波兰和德国版本的网页是流量增长的最大贡献者。这些新的版本流量持续增长，每月增长30％，并增加一直持续到2008年。

白皮书也对流量有非常大的贡献，成为该公司网站的第5大访问来源。

测试安排和设计方案，其促销活动和报价请求链接显示该中心左侧的该网页的最佳地点。形象的储蓄罐，为促销及一张女人脸的照片作了最好的转换。

链接交流计划的成果难以定量分析。马利克知悉操作产生了 Argos的网页外链，但他不能确定到底有多少贡献，因为每一次，他检查的Google看到新的联系，他发现不同的结果。他怀疑不断变化的性质， Google的网站索引程序造成这些波动的影响。

可以肯定，这种新的联系，提高网站的搜索引擎排名。两个月后发起链接，交流活动外，该网站的PR而言， "本土化服务"的改善，由国内一流的30位左右排到了前10名左右。

2007年seo结果表明策略是非常成功的。马利克和他的研究小组已经确定了一项战略，今年他们侧重于增加网页设计和测试技术，以进一步提高转换率。
来自”外贸SEO“
原文：http://www.marketingsherpa.com/article.html?ident=30349

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星期四, 02/09/2012 - 16:03 — nikeshox

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