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    兩點之間最近的距離是直線,其實人世間的人事物,往往過於複雜化了,舉翻譯為例,翻譯求的是將原意忠實的轉換,又何須賣弄詞藻,贅詞一堆,以武術為例,除了健身,在格鬥中,無非是最短的時間內打倒對手,又何須花拳繡腿,講究套路,又以網路行銷為例,網銷無非是以最精簡的成本,甚至最精簡的文字,短時間內提高曝光率,成交量必然之勢。


    然而,這一切的關鍵在於【基本功】,試想,如果沒有深厚的中英文底子,翻錯了,等於誤解,還不如不翻的好,若【直譯】成了四不像,到底是英式中文,還是中式英文,莫宰羊。而武術格鬥中,以李小龍為例,若無紮實的詠春拳底子及中線理論,或許會變成不堪一擊的亂舞,又怎能秒殺各路高手。網銷若無堅強的品管、售服等後勤支援,曝光率高也將變成笑話一則,但是出錢的老闆和消費者可就笑不出來了。
然【基本功】從何而來呢,除了不斷的苦練、精進,還必須勇敢承擔挫折,面對它、接受它,我想表達的是【與失敗共存】,翻譯大師需要經歷多少次的封殺與否定?武術家需要挨多少頓打?網銷高手又是多少漠視與嘲笑累積而來?

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根據MOZ 2019 SEO資料, 相較於2018, 大致總結以下幾點, 提供參考 1. 隨著區塊鍊話題不段發酵, 2019年因5G全球普及率暫時不會有顛覆性改變, 故2019年SEO相較於2018年, 亦不會有顛覆性改變, 網站優化依舊是中小企業必做功課, 網站普及率也會增加, 尤其是原本不需要網站的微型企業, 網站主機DNS, 網址友善度, 手機友善度, 依舊是重點項目 2. SEO在地化, 網站搜尋, 蜂鳥演算法依舊熱門 蜂鳥演算法Humming bird搜尋引擎核心 Hummingbird對於查詢背後的意思,已經有更好的理解能力了。它透過對實體、屬性的辨識,然後與既有的“知識圖譜”中的資料作連結,最後針對查詢加入情境分析(意圖的4個W:誰Who、哪裡Where、何時When、甚麼What、如何How): 誰在搜尋-根據個人化和過去的行為 他們在哪裡搜尋-地理位置和查詢的所在地 搜尋發生在甚麼時候-當日的時間、季節和時段 搜尋在甚麼裝置上進行-桌面電腦、行動、平板或新興平台 搜尋/查詢如何形成-使用者的問題的對話屬性 3. 在地化如Google商家, Google商家評論, 網站主機位置, 當地語言, 都需注意, 在地文化也更加重要, 有些關鍵字文案考能在某地優質, 但在某些地方或方言是貶意, 避免採雷, 例如回教國家文化差異, 例如, 河蟹(貶抑詞), 丁丁是個人才(笨蛋) 4. 流量及排名及流量紅利可能受到動搖, 依據MOZ資料, 比起排名與網站流量, 企業更重視轉換率, 轉單率, 故SEO跟廣告精準投放, 網路工具挑選 , 將更加複雜化, 行銷人將面臨更嚴厲的考驗 5. SEO檢驗工具還是推薦以Google Analytics為主, Organic Search就不贅述. 6. SERPO, Inbound Marketing, 網站好口碑Rich Card, 商家好口碑, 依舊存在, 是否相較於2018重要性更高則須觀察, 例如,網友推薦, Google商家5顆星, 網友重視, 自然重要性不減, 網軍操弄與假口碑隨著AI崛起, 或許將面臨更大的挑戰 7. Email對舊客轉換率不容忽視, 台灣的line@, 部分地區的WeChat推播, 對舊客影響力不減 8. 2018/7/24 Google Ads重大更新, Google Adwords更名為Google Ads, 整合後的Google Platform對2019暫無顛覆性影響 9. Google關鍵字廣告依舊帶來獲利, 精準投放, 透過AI投放給需要的人, 功能更複雜也更加自動化, 畢竟Google要賺廣告費 10. 新版Google Console明確表明, 手機板重要性, 手機AMP功能比例, 大勢所趨 11. AI做SEO, 或許Google並不樂見 , 也不作評論, 但是若公司本身有成長駭客觀念, 策略行銷, 內容為王, 旋風式行銷. 不斷的靈感, 網站或許重要性就不高, 但爬得越高, 摔得越重, 不可大意 12. 百度熊掌號在中國具話題性, 但目前5G及區塊鍊更具話題, SEOer, 似乎又回到網站SERPO為主, 優質網站內容, 優質產品及服務, 顧客自己來才是王道吧 Why Local Businesses Will Need Websites More than Ever in 2019 Local SEO | Search Engines | Link Building 64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report …but please don’t come away with the wrong storyline from this statistic. As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?” Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine: Why it looks like local businesses don’t need websites Statistical proofs of why local businesses need websites now more than ever The current status of local business websites and most-needed improvements How Google stopped bearing so many gifts Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions. Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent. Consider these five key developments: 1) Zero-click mobile SERPs This slide from a recent presentation by Rand Fishkin encapsulates his findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface. 2) The encroachment of paid ads into local packs When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads. 3) Google becoming a lead gen agency At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities. 4) Even your branded SERPs don’t belong to you When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders. 5) Google is being called the new “homepage” for local businesses As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied. “Nothing is enough for the man to whom enough is too little.” – Epicurus There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners. You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading. Your website is your bedrock “65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” – ViaMoz State of Local SEO Industry Report What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack: How often do the top 3 Google local pack results also have a 1st page organic rankings? In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence. *It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases. Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%. Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint. Your takeaway from this The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks. Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities. This calls for an industry-wide doubling down on organic metrics that matter most. Bridging the local-organic gap “We are what we repeatedly do. Excellence, then, is not an act, but a habit.” – Aristotle A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.” Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link. When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic: In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings. What makes a website strong? The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine: Technical basics Excellent usability On-site optimization Relevant content publication Publicity For our present purpose, let’s take a special look at those last three elements. On-site optimization and relevant content publication There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account: Keyword and real-world research tell a local business what consumers want These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes. A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorerand saw that there’s an enormous volume of questions surrounding flu shots: This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots: The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls. And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings. It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms. Local link building must be brought to the fore of publicity efforts Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap. First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability. Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building. Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local: Sponsorships Event participation and hosting Online news Blogs Business associations B2B cross-promotions There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors. An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them. In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city: Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that Marriott.com is linking to both Tribal resorts on an Albuquerque things-to-do page: The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank. Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it. Taken altogether Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites. Acting now is actually a strategy for the future “There is nothing permanent except change.” – Heraclitus You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency. Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future. This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend. For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue. This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing. What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future. For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report: SHARE THIS:
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Facebook 部分少用的貼文類型,將不能再繼續付費投放廣告

 

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https://com1686.wordpress.com/

 

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網路行銷
即使跨越了網路長城,到達海峽彼岸,各種網路工具包羅萬象,但不變的還是如何『快速有效地』做好行銷(商業模式),網路行銷用坐船來比喻,到了彼岸就下船,何須對著船放不下,當然現在有飛機,高鐵,只要價格合理,又何必執著,然開船或開飛機總不能偏離航道,飛機不能失速,那是在根本不過的『規矩』,回到了各網路平台的『規矩』,無論Google SEO,百度關鍵字,阿里baba,總不能失了各自的規矩,否則輕則降評,重則停權,雖然不須執著網路工具,但也千萬不可小覷之,更本原理通了,也親身落實了,都是同一樁事情,2000年前孔老夫子說: 吾道一以貫之. 末學也只能略窺一二,予諸君參考。

 

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According to statistics released by the police, while overall crime rate has dropped, there has been a sharp rise in the number of phone scams. 
調查顯示,我國去年罪案情況雖有所改善,但是電話欺騙案卻有急劇上升的趨勢

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Special Training = 特訓

 

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Your attitude, not your aptitude, will determine your altitude.
決定你人生高度的,不是你的才能,而是你的態度。
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本人愛用滑鼠,所以自稱"鼠輩"
偏愛大螢幕, 叫"螢蟲" 也可以啦

相片:本人愛用滑鼠,所以自稱"鼠輩" 偏愛大螢幕, 叫"螢蟲" 也可以啦 anything else?

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  • Oct 10 Fri 2014 23:20
  • Karma

相片:不是為了他人,而是為了自己~ ------------------------------------------------ 揭發英文有趣的一面 >> 英文小意思


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