Since 2023, all the TOB market people have said hello, and there must be a sentence that the market is getting harder and harder to do this year. In this context, how to reduce costs and increase efficiency in the TOB market and improve ROI has almost become the most concerned topic for market people.
In addition, in the author's communication in the TOB market, there are two high-frequency keywords, one is ecology and the other is AI. In my understanding, the former essentially hopes to strengthen cross-industry cooperation and recommend customers to each other, so as to tap more potential customers that are otherwise difficult to reach directly, which can belong to "increasing efficiency";In addition to rubbing hot spots, the real value of the latter at the business level is more about completing the work of "automation", and it is more inclined to "reduce costs".
From this point of view, the demand for "reducing costs and increasing efficiency" is probably the real market demand. Based on the experience of online promotion and operation of the official website of TOB enterprises in various subdivisions in the past year, this article shares a customer acquisition method that may have the highest ROI at present, that is, automated SEO play.
Stream-saving version: skip the background and logic, and go straight to how the fourth part is executed).
To put it simply, build a CMS (content publishing and management) system within the optimized **, use GPT or other AIGC models around the target keywords, mass-produce SEO articles and publish them automatically, and improve the inclusion, ranking and traffic of ** through a large amount of content.
The day-to-day operating costs are very low, probably only 3 parts of the job:
Do a good job of corresponding follow-up conversion of the obtained traffic, including the path design of landing page undertaking, retaining capital to forms, and adding WeChat.
Continuously iterate on AIGC's prompts to improve quality and avoid excessive content homogeneity.
Continue to expand more keywords, long-tail words, related words, and industry terms.
The core of it is to carry the conversion problem, iterative prompts and word extension have a certain degree of professionalism, but they do not need to be too frequent, even if they are not deliberately optimized, they will not affect the continuous improvement of the overall SEO. In other words, SEO automation can basically be completed by any market student, and the goal of "0 cost SEO" can be achieved.
Official website operation and search marketing are the directions that TOB companies need to operate in the long term, so it is important to consider sustainability and risk control. Therefore, it is essential to consider the feasibility and potential risks of implementation.
For the laying of a large number of SEO content, especially the so-called "collection**" and "AIGC" content, there are two common doubts and worries, the first is that the content originality is not high enough or the content quality is not high enough, and the conversion effect is poor;The second is the fear of being penalized for violating the rules of the platform;Here we briefly share that this is not the core issue.
Whether it's a comprehensive search engine such as Google, Sogou, 360, or an on-site search engine on Zhihu, Xiaohongshu or other vertical platforms. The underlying logic of search engine optimization (SEO) is consistent. That is, the platform first crawls the web page and includes it, and then displays the content that the platform thinks is the most relevant according to the user's search terms and sorts them.
However, the user's attention is limited, that is, the top 10 or top 30 of the search results can get the vast majority of traffic, and the market competition is getting bigger and bigger, and the content that can meet the needs of users is more and more. These stickiness and activity form the basis on which the platform can do CPC advertising.
Thus, we come to an important conclusion. For the benefit of search engines, "satisfying the user's search intent" is the most important, not a specific algorithm or rule, nor some so-called "originality" or "content quality". These "rules" and "qualities" are just the best way to meet the user's search intent in general, but they are not the only way.
Recently, the originality of similar news is always very low, or even exactly the same, and it can still be ranked. The originality of popular science content is also relatively low, and in essence, search engines look at whether they meet the needs of users, rather than subjective "content quality" or "originality").
This is also because although AIGC content has been criticized for its high repetition and low content quality, it actually does not have that much impact on SEO. On the contrary, the low-cost, stable output of content, and batch replication brought by AIGC content have built irreplaceable capabilities for other methods.
Based on the core direction of "satisfying user search intent", whether it is GPT or Wenxin Yiyan, AIGC content has two major advantages:
In terms of search intent (search demand), most search intent is actually not that complex and deep, which is why popular science content and ranking content are always the most popular and have the largest search volume. AIGC, on the other hand, is very good at producing shallow content such as popular science and introduction, with low cost and high output, and AIGC based on the needs of a large amount of real data on the Internet is often more comprehensive than manually written content when it comes to shallow content.
Since it is actually difficult for most users to accurately express their intentions, there are a large number of long-tail keywords, and for some cross-industry TOB solutions, combinations such as industry + problem or domain + problem can form a very large number of ** value long-tail words. The advantage of AIGC in producing content at a low cost is very valuable in the context of a large number of long-tail words.
Of course, these two advantages need to be paired with a good (or at least no major problems) CMS (Content Publishing Management System). If the official website does not have a CMS system or is not static, it will not be able to play its value.
In general, SEO automation is a 70-point operation method, which is extremely cost-effective, stable, and low-risk, and even better than most unprofessional SEO or marketing people who are also SEOThe disadvantage is that SEO automation is difficult to do well, and like any job direction, to do the best, it is still not possible to be lazy, and it still requires a professional team to optimize at the structural strategy level and the implementation iteration layer.
Figure: Most of the time, users' search intent is to understand "what is", which is in the initial stage of science popularization. From the perspective of search engines, such articles and content are larger and more in line with the needs of users).
Each growth strategy has its business form and market stage to which it adapts. For the TOB business, due to the characteristics of long customer transaction cycle, cautious decision-making, and many key people, search engines are difficult to replace.
However, the optimization of search engines can not be completed independently, and it has to rely on the official website of the base wooden fish, content marketing, SDR or other lead incubation and conversion systems, etc., so the investment is not small, it is recommended to take a simple inventory of your business, how much SEO space there is, and how much resources should be invested.
So what kind of business and stage is most suitable for this style of play?
Online business has not yet closed the loop, and I want to low-cost trial and error and iteration. The best way to do it as soon as possible is still SEM, which is faster and can skip many long-tail words and directly target precise keywords. However, if your business is SaaS, or other products that are lightweight and shippable, SEO is basically the way to go, it just depends on how much resources you invest. Then automated SEO allows you to run before you have a team in charge of digital marketing, accumulate the best weight and content, and build advantages and resources in advance.
Online business can be closed, but the overall budget is low. Generally, it is due to the low unit price of customers, or the transaction cycle path is too long and relies on sales BD, etc., resulting in an increase in the online advertising budget, and the corresponding quality of clues cannot be increased in the same proportion. To put it simply, SEM hit the threshold early. However, as long as online search marketing is "useful", the advantages of "cost-effective" automated SEO routines will come out, and there is no need to arrange special personnel and support strong content to carry out. Gradually increase rankings at a very low cost, as this is a fixed cost, but the effect will gradually increase, which will pull down the cost of a single lead for the entire SEM section.
Reduce costs and increase efficiency, and are considering whether to cut that seoer service provider. In this way, it may not be friendly to SEO students, but the author believes that the vast majority of TOB companies cannot afford and should not raise a full-time SEO operation, and TOB's SEO operation must be responsible for digital marketing including SEM and official website and even other channels. Separate content on this issue**. So after cutting SEOER, the daily operation still has to be done, and the big goal of maintaining and slowly improving, using AIGC to automate SEO is almost the best best alternative to reduce costs and increase efficiency.
SEO production is relatively high, and I want to do SEO better, but the team's ability is limited. By producing a large amount of content through the AIGC, the way to quickly improve the inclusion and long-tail rankings, and ultimately increase the weight, can help small teams to take it to the next level. SEO teams can focus more time on strategy, keywords, and conversions.
It is already a well-known brand in the vertical industry and wants SEO to bring more traffic and influence, but the product solution itself has a high unit value, and it is difficult to quantify how online SEO can correlate with the effect of leads and sales, so the budget is low. It's also great for taking advantage of this style of play.
In addition, I will not list them one by one, and it is still a matter of "reducing costs and increasing efficiency". As long as you're sure that online search marketing is valuable, no matter what the reason for your budget is limited, you can try to start with this routine.
The most dry and exclusive content has arrived, and it is recommended to share ** collection three times first.
There are three parts to use AIGC to automate SEO: the architecture, mainly the URL structure, link relationships, and page specificationsKeyword expansion, because a large number of articles need to be developed around a large number of keywords, and a large number of keywords need to be related to our business and target words as much as possible;AIGC's prompt determines the quality of the article's output, mainly referring to whether it can be better included and ranked.
First: ** The structure needs to meet the above passing standards. **The domain name, the weight under the main site (main domain name), the stock of content, the writing specification of front-end labels, etc., all have an impact, for the sake of simplicity and easy understanding, as well as fast execution, we only talk about the most important necessary parts today:
It is necessary to have a CMS (content publishing and content management platform that supports real-time updates), that is, it can support a large amount of content every day.
The CMS needs to support static. That is, each article page has its own URL, for example"www.xxx.com/news/123 "That is, it is a separate URL, and each article has a separate URL. Instead, dynamic article paths tend to look like this: "www.."xxx.com/news?id=xxxx", passed"?"The following parameter id is used to load different articles. In this way, it is basically impossible for search engines to include and rank.
The CMS needs to have labels, categories, and recommended articles. And it's all static.
Generally speaking, if your ** is built by the technology itself, or built by the general ** business, it generally does not meet the standard or only meets the bottom line standard, and the cost of re-transformation may be higher than that of a new one.
On the one hand, it is more convenient to optimize and adjust the configuration of SEO, and on the other hand, it can also distinguish the content of SEO direction from the news information on the official website to a certain extent.
*Architecture is very important for SEO and has a lot of experience and details that may not be obvious from what is visible on the front end. Based on the excellent SEO architecture, and at the same time, for the needs of TOB enterprises with less content, higher conversion needs, and taking into account the brand image, the author has customized and developed a set of frameworks, and interested friends can join me to communicate.
Second: Keywords continue to expand. On the one hand, the ranking of core words needs to rely on the ranking of the corresponding long-tail keywords to accumulate weight, on the other hand, the keywords represent the needs of customers, and different keywords should continue to optimize the corresponding ranking pages in order to improve conversion.
In addition, keyword expansion is also an important way to continuously increase traffic, many companies are often Xi to expand words around their own products, so that the total amount of keywords and search volume is relatively small, the correct approach should be around the potential target customers, target role information needs to expand keywords, so as to maximize the acquisition of traffic.
For AIGC SEO, expand and produce 5-10 second-level keywords around the core big words, and then expand the long-tail words or short sentences between dozens and hundreds according to the corresponding second-level keywords. In this way, the content is generated batch by batch according to the long-tail words and short sentences, and the above secondary keywords and core keywords can be obtained in turn.
Third: AIGC prompt word optimization. You can use GPT or Wenxin Yiyan or other large models, or you can use multiple models at the same time to test which one works better in your field. But the most important thing is to build and iterate on a set of prompts for your own domain
Example: Differences in the output of different prompts for the same keyword).
When it comes to prompt words, the optimization of the title is also very important. We know that the title is very important for SEO, in addition to the fact that the title needs to be related to the content, to summarize briefly, the first thing is to make sure that the title is "unique", that is, do not use some of the most common short titles, it is very easy to bump into the titles of other articles, it is difficult to get inclusion and ranking;Second, a good title should include the target keyword, preferably a number of related wordsFinally, if the title itself is more eye-catching, it will be better to make the target user want to click more.
It's not too difficult for editors or seoers to meet these needs, but it's not that simple for AIGC to produce articles in bulk. Therefore, it is also necessary to iterate on its own prompt words, and even take the form of "nesting dolls", first let the AI produce copy, and then carry out a second summary and refinement to complete a high degree of relevance and uniqueness.
2. Titles that contain keywords.
After completing the above three parts, using AIGC to drive SEO growth becomes a matter of almost zero cost: expand a batch of keywords every month and enter them into the system;Check back for inclusion and rankings every week;Keep an eye on the growth of search engine traffic.
Finally, the growth of AIGC-driven overall official website SEO is mainly at the traffic level, and it is still necessary to make suggestions for conversion: configure some conversion strategies according to the content page with relatively large traffic, such as increasing the guidance of WeChatUse *** data to improve the registration conversion rate;Add pop-up windows and customer service guidance to retain capital;Or even redirect the content directly to the landing page and so on.
The article is on the long side, and finally summarizes the model of the AIGC automation TOB official website:
It's completely feasible and works very well, which can lay a good foundation for SEO on the official website, but it is not a substitute for SEO.
It is most suitable for two types of enterprises: those who do not have sufficient budget to do SEO can use the most cost-effective to lay the SEO foundation;As well as enterprises that have done a good job of SEO and aim to reduce costs and maintain SEO results.
Setting up a CMS and automating the publication of AIGC content requires technical support (albeit at a very low cost). The two requirements of specific construction and automatic content publishing need to communicate with technology or find external partners.
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