b2b外贸英文网站项目案例挑战#1

我个人接触钢管管件行业已经接近十年了,对这方面也是非常的了解,在外贸方面我打算从头开始做一个挑战,不以询盘的数量,而是以订单的金额来尝试一次挑战,这应该是更加难的一次挑战,由于很多原因,可能进度会非常的缓慢,慢慢来,这个案例也是我个人做的一次详细记录。

待更新

2018.06.02更新

到今天为止,可以说进展非常的缓慢,仅仅是完成了网站的制作。

记录一下整个过程。

首先设计好了网站的整体框架,因为要对产品图片做一个剪裁和图片的压缩,而且要调整适应网站,用了大约20天左右,这里用到了一些软件 thrive architect (wordpress 网页编辑器),Yoast SEO (seo工具),wprocket网站加速工具,generatepress(WordPress主题),Google Analytics for WordPress by MonsterInsights(Google统计代码)。

具体怎么操作就不说了,博客里介绍了很多。

具体流程我是这么操作的。

关键词的研究,由于我们的行业已经固定,一些主关键词也已经确定,当然长尾关键词是我们必须的,关键词的研究点击下面了解。

制作英文网站怎么选择关键词

网站文案撰写,由于预算有限,找了个中等靠下的专家,费用大约是1700美元左右,一个b2b网站不包括博客文章。

当网站完全制作完成之后,我让老外给弄了个Seo report and SEO plan。

说实话,我个人感觉不咋地,

贴出来吧,或许对朋友有些帮助,有些图片我这里就不贴了,只贴文字吧。


Seo report and SEO plan 01.06.2018

     Keywords:

      Below are the keywords for the site:(这些我都已经做过研究了,而且数量比较多,这些太少,我不想只弄几个,我想大量的弄一些关键词在博客文章里)。

I would target these as the main keywords:

steel pipe manufacturer
steel pipe reducer
pipe fittings
pipe reducer
stainless steel flanged fittings
pipe manufacturers
steel pipe manufacturers

Onsite optimization

Below are the meta tags for the site as they appear for the search engines. These determine how the site appears in the search engine results and the title tag is also very important for SEO as it helps Google determine what the site or page is about and can influence rankings. Your main keywords also need to go towards the front of the tag as the search engines will read it from left to right.

Google has changed how title tags and meta descriptions display in the search results. Before it used to be a strict 60 character title tag limit and 156 character description tag limit to ensure your titles and descriptions display properly.

Now, you must manage your title tag to a specific pixel width (600 pixels, (It used to be 512 pixels but Google have updated it to 600) but generally anything under 70 characters for the title tag and just over 200 characters for the description ( there is no pixel limit for the description tag) will display correctly. If you are unable to check the pixel width try and keep it at around 70 characters. Anything that goes over that length may get cut off.

Your site title tag reads like this:
XX Steel Pipe: China’s leading steel pipe manufacturer
I would change it to this:
steel pipe manufacturer: pipe fittings & flanges from XX Steel Pipe

What the search engines want in the title tag are your keywords. If you start writing a long sentence in here or make it too long Google may ignore it. The title tag should contain your main keywords at the front of the tag like this.

Your description tag on the site reads like this this:-

<meta name=”description” content=”Get the best quality steel piping and fittings from China’s leading steel pipe manufacturer. Partner with us for your next project. Contact us today.”/>

I would change it to this:-

<meta name=”description” content=”Get the best quality steel piping, fittings & flanges from China’s leading steel pipe manufacturer. Partner with us for your next project. Contact us today.”/>

Google limits this tag to just over 200 characters and this is what will appear in the search engines as the site description and I would use this.

***Each page needs to use a title tag relevant to the page in the above format where the title includes a keyword as this tag carries a lot of weight with Google and can impact rankings.

Each page needs to use a good description tag as well as this does not impact rankings but it affects the click through rate from the search results

Broken links

I ran a broken link check on the site as these can and do affect your rankings. Having broken links on the site tells the search engines the content is not there or has been removed and the site is not being updated. Google and other search engines also see this as creating a negative experience for vistors as they are unable to find content or pages listed on the site.

There are no broken links on the site which is good.

Robots. Txt file

The robots. Txt file tells the search engines what they can and cannot crawl on your site. For example if you have a wordpress site you do not want them crawling the login page.

You do have a robots txt file on the site as can be seen here:

https://www.XXXX.com/robots.txt

This is how it appears.

<meta name=”robots” content=”noindex,follow

There is a Major issue here. The robots txt file is set to noindex. This is telling the search engines not to index any content from the site. This means none of the pages or content will be indexed and the site will not rank.

To address this you need to ensure the search engines are allowed to crawl the site by enabling the robots txt file in the yoast seo plugin and to make sure they are not blocked under wordpress general settings.

由于网站还没有完全制作好,所以我限制了搜索引擎索引我的网站,反正我是不建议在网站还没有做好的情况下允许搜索引擎索引网站,因为要经常的修改网站,搜索引擎应该是不喜欢,这样对网站优化应该没有好处。

Sitemap test

The sitemap tells the search engines about new and updated content on the site and not having one can make it harder to index the content. In some cases content will not index if it is missing. The sitemap also has to be dynamically updated otherwise it is just going to show content from the time it is created which is no good.

I have checked the site for the sitemap and it is present here and generated by the yoast SEO plugin you have installed.

https://www.XXXX.com/sitemap_index.xml

Site load speed

The site performance is very good as you can see below. Google is using this as a ranking factor now and there are no issues here.

可以看到网站速度非常的不错,点击进入可以看一下网站虚拟主机,价格不高,质量我个人感觉非常的不错:http://www.10122.com/waimao-wangzhan-xuni-zhuji/

Alt text

For any images you use on the site I would use keywords related to the content and for keywords you want to rank for in alt text on the images.. This is for two reasons.

#1 This will make the content more relevant to Google.

#2 This can help the images to rank in Google images as well.

Alt text allows the search engines to read images as text and can get them to appear in the search results.

The images I checked have alt text on them but where possible I would use keywords related to your services and not just the product types. For example here:-

https://www.XXXX.com/steel-pipe-series/

The alt test reads as “Steel Pipe” I would use something like “steel pipe manufacturer” and use a similar method for each image on the site.

Here is how to do it for wordpress.

https://www.youtube.com/watch?v=1kz8Xr88Q7c

https issue

Your site is using https and it is set up correctly and there are no issues with it as you can see below.

 

我的主机快到期了,正在换主机。

The only thing you need to be aware of here is the SSL certificate expires in just over 2 months and you will need t renew it before then.

Content
There is no issue here with the content or the site structure but
what I would also do here is to write articles or get them written and craft them around keywords you want to rank for this will make it easier to get ranked for various different keywords. By this I mean use the keywords once in the title and a couple of times in the article body and generally they should be over 400 words in length and post news and updates on a twice monthly basis under here:-

https://www.XXXX.com/blog

I would also get backlinks to the content.

The reason for this is two-fold and is very important now with Google

#1 This will help to rank the content. Getting backlinks to the content gives it a good chance to rank in Google and other search engines.

#2 This will give Google the type of link structure they are looking for

**The idea here is to get content on the site around keywords you want to target then get that content to rank by getting backlinks to it.**

Doing this will keep the search engines crawling your site and help with your rankings as well. I cannot overstate how important this is with the latest Google updates.

The other thing I would do here is to add a testimonials page to the site and get feedback on there from customers as this will help with conversions.

Mobile site test:

I also ran the google mobile site test on the site. If a site is not responsive or is not responsive on different devices this will result in a high bounce rate and may impact rankings. Your site passes this test as below.

图片不贴了,速度还可以。

The site speed is not an issue at all and is good and the visitor loss is not an accurate figure.

Offsite SEO

Below is the competition for your keyword “steel pipe manufacturer”

这里有图片,不贴了

(Don’t worry if this is not clear, I have attached it separately as well)

I have added your site at the top for reference as you are not ranking for this yet.

The column labeled BLP on the screenshot above is the backlinks to the page ranking for your keyword. BLD is the total number of backlinks to the site.

Your competitors have far more backlinks (you have none here) and rank higher & this needs to be addressed as detailed further below but Google ranks pages and not sites and the most important thing here are the backlinks to the ranking page.

If you look at the next screenshot this is for the most recent backlinks

Most of your competitors are not doing a lot of SEO to the ranking page for this keyword (BLP column) & you can rank higher for this keyword with some work but you need to address the issue with your lack of backlinks as below.

*** There is an issue you need to avoid here. If all your backlinks go to the home page on your site you are going to get an unatural link pattern penalty from google in the long term. This is not an issue yet as you do not have any but you need to avoid this. **

This is an issue for two reasons.

#1 Google sees this as an unatural link structure as backlinks are expected to appear randomly to different pages and content on the site.

#2 If all the backlinks are going to one page it is going to make it very hard to rank other content on the site.

What I would do here for backlinks to your site is this. Use variations on the keywords you want to rank for (keywords related to what I gave you) and other related keywords. With Google if you keep using the same keywords (anchor text) repeatedly to a very high level in your backlinks you will 100% get penalized so you need to avoid this.

By anchor text I mean the keywords used in your backlinks. For example if you posted on a blog and used the words “Steel pipe fittings” and linked this back to your site this would be the anchor text.

By this I mean to target different versions of the keywords and long tail variations on the keywords I gave you. To do this just put your main keywords into the Google keyword tool and find related keywords to go for or use this site here http://ubersuggest.org and then use keywords like click here, visit us, find out more and also use the site address in the anchor text as much as possible along with general keywords.

The key to this is to do what visitors to your site would do who know nothing about SEO and to make it look as natural as possible while doing enough to rank for this and other keywords.

Use as many long tail variations (keywords that are three or four words long or even longer) of your keywords as you can find and do not concentrate on just your main keyword.

With Google the more keywords you use in your anchor text the better it is, as it looks natural and even using keywords like click here, visit us and even the site URL as anchor text will help a lot.

I would keep all your targeted keywords at around 20% and the same for brand specific keywords (site name and url) and make the rest random keywords.

This worked before all the recent Google updates and has worked for a very long time and works now because it looks natural to the search engines and not someone targeting a handful of keywords.

Your backlinks should also be from as many different sites and sources as possible to look natural & I would get backlinks for example from contextual backlinks, bookmarks, social networking sites, web 2 properties etc. The more diverse the better.

Site promotion Plan

How do you put all this together?

I would do the following.
#1 write articles to go on your site like I suggested on the blog to keep the site updated with content.

#2 start driving backlinks to content you get up. This will not only help the content to rank but make your link profile look natural.

#3 Get as many contextual backlinks as possible. That is backlinks from links inside content such as articles. This is proving to be very effective since the penguin 4 update (it was effective before it but is even more so now) and one way of doing this is with web 2 properties.

#4 submit content to social networking sites for backlinks ( these are not sites like Facebook but sites that allow you to submit content to). If there is one thing that is proving effective at the moment it is this. Also ensure you check the content if someone does it for you as a lot of people are putting up poorly spun or plagiarized content which is no good and will provide the opposite effect to what you want.

#5. Put up videos on YouTube promoting your services & also use keywords you want to rank for in the titles, tags and descriptions of the videos and put up detailed descriptions on the videos as this is important for ranking the videos.

#6 Write press releases and submit them. Even using free press release sites like prlog.com can bring in good results

#7 Create a Google plus page & get plenty of written content on there and link back to your site from the content doing this can get the page and the site to rank.

# 8 Fix the issue with the robots.txt file. This is a top urgent issue and is stopping the site from getting indexed and ranking.

#9 Hire a VA (virtual assistant) and get them to post on relevant forums & on social media where people are looking for steel pipes and related services and link back to your site. This can drive a lot of traffic back to the site.

If you do all this you will see results.

到这里就彻底的这个seo报告就完了。整体来说网站状况比较良好,说实话,我个人感觉这个东西弄得不咋地,但是里面有一些地方还是需要注意的。

其实在制作网站的时候,这里面好多需要注意的都是操作中应该重点关注的。


 

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