For the vast majority of website builders or content creators, the website on line is just a knock on the door - really let the website have traffic, income and stable users, relying on the subsequent content output, cash method and operation and promotion. In the face of domestic and foreign platforms, changing rules, traffic anxiety, revenue anxiety, many newcomers and small and medium-sized webmasters are exploring their own way out: how to make the content more attractive? What are the choices of cash flow methods? How to combine the promotion channels to be effective? In this paper, the immersive progressive structure, combined with real cases and cutting-edge experience, from content construction, cash exploration to efficient promotion of the whole chain of practical exercises, to help operators lay a solid "content - income - traffic" three major basic disk.
First, the core logic of website content operation and misdiagnosis
1. Content determines the upper limit, structure drives traffic
High-quality content to build authority, a reasonable structure (home page / column / internal chain / label) to help search engines and users "go farther".
2. Update frequency and continuous improvement go hand in hand
Blindly pile up the amount of useless, regular high-quality + long-term polishing, so that users, search engines recognized.
3. Myth: only write what you want to write!
User demand is the leading, should use data analysis, popular search to assist in the selection of topics, know how to reverse thinking "what the other side wants to search / what is missing".
4. Content diversity and brand personality
Graphic, combination of short and long, appropriate amount of original and finishing, shaping differentiated brand characteristics, to enhance return visits and loyalty.
Second, the list of mainstream content types and realization methods
| Content type | Suitable site | Main Realization Means | Typical representative |
|---|---|---|---|
| Original technology/knowledge sharing | Blog/Community/Column | Advertisement, knowledge payment, membership, donation | CSDN, Zhihu Column, Nuggets |
| Information website | Vertical information portal/small information station | Advertising alliance, soft article, investment, copyright trading | Today's headlines, 36 Krypton |
| Tools/Resources | Material, template, online services | Subscription fee, download sale, alliance share | Webmaster home, iconfont, grass QR code |
| Life/interest circle | Food, Photography, Travel, Pets | Advertising, brand cooperation, e-commerce, courses | Gourmet Jie, Mabee's Nest, Xiaohongshu |
| Product/Enterprise Showcase | Company/team image official website | Business opportunity consulting, channel sales, customized services | Enterprise official website (e.g. Tencent, Huawei) |
Supplementary notes:
Realization methods can be stacked combination, such as advertising + content payment, alliance promotion + course sales, small volume site is recommended to give priority to focus on 1-2 items, and gradually optimize the experience.
Third, the list of commonly used platforms/tools for content realization and operation upgrading
| Platform/Tool | Main Functions | Suitable for users |
|---|---|---|
| Baidu Alliance / Google AdSense | Website Ad Sharing | Content Traffic Web Page |
| Love Power / Buy Me a Coffee | Fan Reward, Member Payment | Creators / Designers / Webmasters |
| YAOZAN / Little Goose | Course payment, knowledge store | Education / Knowledge Sharer |
| WeChat small program / public number | Social Distribution, Realization Closed Loop | Own traffic pool / community station |
| AliMom Affiliate / Jingdong Affiliate | Promotion share, e-commerce CPS | Content recommendation website |
| 5118 Keyword Tool | Search demand mining, ranking analysis | Webmaster / SEO optimization |
| Google Analytics / Baidu Statistics | User behavior and traffic analysis | Various types of websites |
Fourth, the promotion path and traffic to obtain practical experience
Promotion channel classification
1. Search engine SEO: structure optimization, original/high demand content continuous output, internal chain construction, active submission sitemap, suitable for long-term sustainable growth.
2. Social sharing and word of mouth: WeChat public number, Zhihu, circle of friends, content with fans, suitable for vertical communities.
3. Content platform distribution: 百家号, headline number, small red book, etc., suitable for multi-channel exposure.
4. Affiliate cooperation and mutual promotion: webmaster circle, blog circle, tool station, for the startup small station with volume.
5. Short video/audio new platform: Jitter, B station, etc., suitable for brand operation with diversified content material.
Tips to improve promotion effect
- Focus on vertical segments, "small but fine", easier to be searched/recommended.
- Regularly analyze the performance of hot search and inclusion, and iteratively optimize the topic and page structure.
- Make good use of the combination of "external + internal links" to improve the overall weight of the website.
- High-weight platforms to establish a "content home base", and then reverse flow.
- User comment area/interactive module can greatly enhance the station activity and retention.
Five, website operation to improve the proposed flow chart (text layout)
content planning (select the segmentation and theme) ↓ structure settings (clear home page - columns - tags - internal chain) ↓ continuous original / optimization + multimedia content output ↓ station data analysis and user feedback collection ↓ SEO and the synchronization of the distribution of platforms, external chain exchange ↓ try to cash (advertising / alliance / knowledge payment, etc.) ↓ multi-channel data analysis and user feedback collection ↓ SEO and the synchronization of the distribution of platforms, external chain exchange ↓ try to cash (advertising / affiliate /) ↓ multi-channel promotion iteration, traffic - cash - content cycleSix, combat Q&A and experience to add
| Questions | Q&A supplement |
|---|---|
| How can a new site quickly have traffic? | The use of SEO, "hot + long-tail words", distributed to the content platform, webmaster circle push each other, to improve early exposure |
| What should I do if I have low revenue from my website's advertisement alliance? | Optimize the position of the ad module, try infomercials/native ads, or increase paid downloads, content cooperation and other diversified revenue models. |
| Can personal niche sites realize cash? | As long as there is a niche community or high stickiness users, membership fees/knowledge services/donations are all feasible, as long as there is content, there will be opportunities. |
| How to prevent plagiarism/content transfer? | The first original statement, the use of anti-collection plug-ins, good site structure; long-term more rely on the accumulation of content and brand precipitation |
| How to break the bottleneck of content exhaustion/selection? | Combine with 5118/Baidu index to do hot word mining, track industry trends, try interviews, UGC and other content modes. |
| How to protect and operate paid content? | Fine user stratification, time-limited experience, authorization checking and community interaction to enhance the sense of value and sense of belonging. |
VII. Authoritative Learning and Resource Portal Recommendation
- Baidu search resource platform
- Yourzine Knowledge Realization Platform
- Knowledge column/Headline/Baike content distribution
- Alliance website owner exchange group / SEO webmaster circle
Conclusion
The essence of website operation is "content, experience, business and traffic co-evolution". Whether it is a beginner or a veteran webmaster, can be combined with local practice, dismantle the experience of peers, with good tools and platforms, to form their own "content planning - cash model - channel promotion - data optimization" closed loop. In this way, from traffic to income, to achieve long-term stable growth and brand upgrading.