超越基础技术:紧握这三个流量增长机会

hengyuan_孙

运动员长期运用同一个训练技巧通常都会出现高原反应。即训练强度过大、过频繁。这会损害运动员健康，阻碍他的提高。

对于搜索引擎优化也是同样的道理。采用标准的SEO技术，可能在一定时期内能够得到提高，但是随着时间的推移，许多SEO也会出现高原反应。
所以，应该如何应对呢？

一旦SEO自然达到这样一个高峰，就应该做出调整。
下面3个意见希望能够帮助你突破这一反应，实现搜索可见率的稳步增长。


1 释放你的内容

内容的关键性众所周知。尽管如此，许多公司还是将他们的最佳内容封闭起来。
封闭或存储内容是有利于发挥领导作用，但这并不是绝对的，应该将两者结合起来。白皮书、视频、案例研究封闭起来不会给你带来任何SEO价值。

为什么不把这些内容重新定义到你的博客发帖中，不仅方便索引，还能增加访问量。你也可以从案例研究中引用一些关键数据到你的博客中，以推广你的服务。封闭内容不但不会丢失，通过重新定义还可以增加搜索可见性、社交推荐访问量等等。

利用封闭内容的另一种方式就是将它运用于多个地方或领域。同时将其作为封闭和非封闭内容。所以访客并不知道他们可以不用提供详细信息和填写表格就可以得到这一内容。这样一来这一内容将会被索引，它不仅能产生更多的流量，还不会损害你的业务拓展（潜在客户开发）。

尽管这看似在误导你的访客，但这样做并没有错。你提供的内容是一样的，你不过是利用了业务拓展而已。



2 关注长尾理论

最初的SEO运动关注的通常都是主要的关键词和短语，并且与最重要的网页相链接。排名通常也针对此类关键页面。

这样一来，你的网络投掷范围就要广泛。即加大长尾关键词方面的努力。

长尾搜索排名比主要关键词和短语要有价值。他们的竞争较小，比较独特，而且具有极强的操作性。

因此，不断探究新的搜索引擎优化方法和机遇，将快速增加你的搜索排名和转化。



3 下线关系

这是最容易被忽视的一个SEO战略。因为搜索引擎优化基本上都是数字化的，但这并不是绝对的。

其中一个最有效的SEO策略就是建立和培育人际关系。也就是说你要走出办公室与人交谈。

我所想到的一些重要的链接、公关关系和主意都是从现实世界的面对面的人际关系中获得的。

与同行和影响力任务建立关系。我敢保证你将获得更多的机遇和远见。


总结：

以上这一原则并不专门适用于搜索引擎优化。你可以将其运用于在线营销的方方面面：一旦产生高原反应，立即做出改变。

采用多样化的方法和技巧，你将不断获得提高。但也不要觉得越多越好。因为很多时候情况恰恰相反。

hengyuan_孙

Going Beyond Basic SEO Techniques: 3 Overlooked Traffic Growth Opportunities
Athletes who train using the same program and training techniques over a prolonged period often hit a "training plateau." A common response is to train harder and more often. Unfortunately, this is more likely to end in injury than any noticeable improvement in performance.

This is a useful analogy for most SEO campaigns. If you follow best practices using standard SEO techniques, you're likely to see steady improvements – up to a point. After anything from a few months to a few years, most SEO initiatives will hit a plateau.

So, what are you going to do? Unfortunately, most marketers will take the same approach as the athlete in my opening analogy. They will use the same techniques; train harder and more often, but use the same techniques.

This is unlikely to make significant leaps in results and could be even harm things.

If your SEO efforts have reached a natural plateau, you need to change the game.

Here are three ideas to help you break through your plateau and help you steadily increase your search visibility.

1. Release Your Content
We all know that great content is the key to increasing online visibility, whether its through SEO or social. Despite this, most companies protect their best content behind "gates."

Sure, it's important to have gated content that helps your lead generation efforts, but you should try to get the best of both worlds. Whitepapers, videos, or case studies that are gated behind a lead form won't get you any SEO value. These are major content assets that you should be utilizing for SEO.

Why not repurpose some of the ideas in your whitepaper into blog posts that can be indexed and read by anyone visiting your site? Or perhaps you could quote some of the key stats from your case study in a blog post promoting your services? Your gated content will still be there, but by repurposing the content you will increase your search visibility, social referrals and, inevitably, the number of leads your website generates.

Another way to utilize your gated content for SEO is to offer it in multiple places. Why not make it available to visitors as 'gated' content, but also offer it un-gated? Anyone who reached your lead form won't know that they could get the content without providing their details and filling out a form. This gives you the best of both worlds, the content will be indexed, it will generate more traffic and your lead generation won't be harmed.

Though this may seem like you're misleading your visitors, you're not doing anything wrong. You're offering the same content; you're just facilitating the lead generation process as well. This is a very common technique.

2. Focus on the Long Tail
During the first few phases of an SEO campaign the focus is usually on the major keywords and phrases. These will be linked to the most important pages on the website. It's usually the rankings of these key pages that plateau first.

When this happens, the best approach is to cast your net wider. This means focusing your efforts on the long tail.

Long-tail search rankings can often be just, if not more, valuable than your major keywords and phrases. They have lower competition, are more specific and, if chosen well, can be extremely action oriented.

If you focus your SEO efforts on identifying and exploiting any opportunities you uncover, you could very quickly increase your search referrals and conversion rates.

3. Go Offline
This is definitely the most commonly overlooked SEO tactic of them all. Just because the "nuts and bolts" of SEO are all digital, it doesn't mean that it's an entirely digital discipline.

One of the most effective SEO strategies out there is the building and cultivation of human relationships. Yep, that means getting out of the office and talking to people.

Some of the most valuable links, PR opportunities, and ideas I've ever come across have come from real world human relationships with people I've met in a face-to-face setting. Go and find out what's working for other people.

Network with key influencers and peers. If you do this regularly, I guarantee you will uncover opportunities and insights that will help you avoid any plateau in performance.

Summary
It's a principle that doesn't exclusively apply to SEO. You should employ it in every aspect of your online marketing: If you reach a plateau, do something different – change the game.

These are just three examples of how you can re-think your SEO approach to uncover new opportunities and maintain constant improvement.

Don't make the mistake of thinking 'more is better'. In most cases, it's not. Diversify your efforts and you will continue to see consistent improvements, irrespective of the length of your initiative.