Why is the effect of SEO less and less obvious?

Many enterprises, especially traditional enterprises, are forced to embark on the road of SEO optimization. The reason is that they see more and more competitors in search engines, so they mistakenly think that competitors have gained a large number of customers in this respect, so they rush onto the road of search engine optimization. Either find an optimization company to do it or recruit SEO personnel. No matter which way is adopted, there is the same requirement, which is to do it in a short time.

Why? I am anxious because I am surpassed by my peers too much. But in this way, the result may be that after a few months, although there is occasional traffic, the company has no orders. Why? Why is search engine optimization so ineffective? This article will discuss this.

First of all, there is a misunderstanding about search engines.

Many friends, especially the bosses of traditional enterprises, think that as long as keywords are ranked, they will have an effect, and they will be able to improve their rankings in a week or two, but this is not the case.

First of all, it is not the ranking of keywords that will have an effect. Because every search by users represents a demand. Users search because they want to find information. In other words, when users search for a keyword, if our website can be displayed first and our title and description are attractive enough, then users will have the opportunity to enter our website. At this time, if our website can just solve the user's problems and meet the user's needs, then he is likely to browse our products, so it is possible to generate transactions.

Secondly, not all keywords will produce results after being displayed, even if we can meet the needs of most users. Some friends may say that as long as the traffic of keywords is large, a large number of users will come in, even if there is one customer. This kind of thinking seems reasonable when doing traditional media in the past, but on the Internet platform, this kind of thinking is obviously not desirable.

On the one hand, keyword ranking takes time, and it is impossible to get ranking in a short time unless you put in search engine advertisements. Because search engine optimization needs to go through a certain ranking cycle to get. This is also the biggest cost of search engine optimization: labor cost and time cost. It's like two people getting married. They can't get married as soon as they meet. You should get to know each other first, then fall in love, get to know each other slowly and develop slowly. After a period of time, you can talk about marriage.

Secondly, not all keywords are likely to generate transactions. CCTV2' s "Economy and Law" program once talked about the topic of Baidu bidding. In this program, a traditional business owner said: "I am in the industry of copper door, so I will consider using copper door as a key word." This is a big misunderstanding. Taking "the same door" as the key word, although the index is very high, it is likely that the search crowd is mainly peers. In this case, can we make a deal? Obviously impossible. This is one of them. The second is that the traffic obtained by keyword ranking decreases from the first place. Not bad on Google, but on Baidu, his bidding ranking and natural ranking are mixed together. Imagine, if there are five bids in the ranking, how much traffic can our station get in this case?

The second reason is that search engine optimization is too simple.

Many friends have heard some rumors that it is not difficult to do search engine optimization, and most of the knowledge about optimization can be found online. So some novices began to search engine information on the Internet day and night. After finding these materials, I glanced at them, and then I felt that I was invincible in the world. After several rankings, I started to get high. If you pay attention, you may find that a large number of so-called SEO executives quarrel in QQ group every day. Every time the search engine algorithm is updated, it is these people who make the most noise.

In fact, these situations happen because the content found on the Internet, especially the free articles, are mostly very old knowledge. The internet changes so fast that sometimes a skill just comes out and becomes invalid in the blink of an eye. So in this respect, the Internet has bid farewell to the era of free sharing, and more and more seniors have chosen not to share their knowledge. Of course, it is no problem that online knowledge can help you get started, but please don't treat these contents as bibles, especially articles with long publication dates.

Third, excessive pursuit of external chains.

It is not simple to talk about SEO optimization, and then it is excessive pursuit of external chain. Some friends may retort: isn't SEO optimization just updating content and sending out external links? Of course not!

Want to know how crazy search engine optimization is now? Look at the various mass sending and posting machines now, and then look at how hot the link transaction is, and you will know to what extent the pursuit of foreign chains has reached.

In fact, from the day the chain is issued, it will go through several periods: birth period, inclusion period, validity period and death period. Many friends posted links on a website, but the next day Hu shouted how to auction. In fact, the statistics of external links of search engines are periodic. Moreover, junk links, that is, unnecessary links, are not only useless to the website, but also very harmful.

With the change of search engine algorithm, the importance of external links is decreasing. Although it won't be useless, it is as important as before. Therefore, everyone should turn the center to marketing, not on the external chain.