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AsiaYo 如何從旅遊紅海海關鍵字殺出重圍
 謝六拾拾 Lucas Hsieh
《AsiaYo》
產品長
價位最優、專屬客服、住得更更內⾏行行
最貼⼼心的亞洲訂房嚮導
TW
JPKR
TH
HK
60 Cities
5 Countries
囊括台⽇日韓泰 95% 以上住宿、⺠民宿字前三名
900%
100%
100%
分享我們的 SEO 密技
分享我們的 SEO 秘技 ⾎血淚淚故事
對 SEO 的想像
(事前版)
TKD
HTML
Tag
Link
Building
Social
Network Structure
Data
Sitemap
Page
Speed
Search
Console
Mobile
Friendly
The Reality ...
SEO Project - Version 1
(沒錢沒資源)
Technology, Marketing, Data Analysis...
苦主 - Product Manager
Chapter 1 - Revenue Estimation
SEO Revenue
= SEO traffic x Conversion Rate x AOV
SEO traffic x Conversion Rate x AOV
Challenge 1
有錢⼈人推估法
(Methodology For Rich People)
Google Adwords - 市佔率反推法
93,474 / 38.30% = 244,057
散甲⼈人推估法 ver.1
(Methodology For Poor People)
Google Trend + Google Analytics
⼤大阪住宿搜尋量量 = 300 * 0.8= 240
散甲⼈人推估法 ver.2
(Methodology For Poor People)
Similarweb ⼤大法
14.42M x 21.66% x 14%
~= 430,000
SEO traffic x Conversion Rate x AOV
Challenge 2
Behind Conversion Rate
使⽤用者脈絡、企業商業模式
東京天氣 => 跟住宿需求無關
特定飯店字 => 無法做
東京住宿,東京⺠民宿 => BINGO!
如何推估快速轉換率?
Leverage Google Adwords
SEO traffic x Conversion Rate x AOV
Challenge 3
台北住宿 vs 東京住宿
Session: 2 : 1
CVR : 1 : 1
台北住宿 vs 東京住宿
Session: 2 : 1
CVR
AOV : 1 : 5
: 1 : 1
SEO Revenue
= SEO traffic x Conversion Rate x AOV
⼀一個關鍵字應該投入多少資源?
1 Year Value ~= Cost Inputs
“ SEO 好的開始是成功的 >> 50% ”
Chapter 2 - Think (Code) Like Google
網址塞關鍵字、塞中⽂文有利利排名?
Multi-Language & Multi-Region from Day One
Duplicate Content / Pages
http://asiayo.com/itemlist_台北市.html?
sld_id=&city_id=6&area_id=&resort_id=&mansB=1&act=C&aact=C
萬惡惡的 Query String
“ People mistake duplicate content for a penalty because of how
Google handles it. Really, the duplicates are just being f...
*Remove filtering by adding &filter=0 to the end of the URL
Solution of Duplicate Content
Canonical Tag
指向主網⾴頁
⾃自指向
Chapter 3 - Build Good Reputation
“ 近朱者⾚赤近墨墨者⿊黑 ”
⾃自家⼈人 (內部連結)
權威網站(外部連結)
Chapter 4 - Test and Validation
“ Success is failure turned out. Fail early and often! ”
Define Target Strategy
Think (Coding) Like Google
Build Good Reputation
Testing and Validation
PM
PM + Developer
PM
PM
SEO Project - Version 2
(終於有個 SEO Team)
問題:本位主義
SEO
Team
TW
Marketing
Team
Product
Team X X
Define Target Strategy
Think (Coding) Like Google
Build Good Reputation
Testing and Validation
SEO Team
Product Team
Marke...
SEO
Team
TW
Marketing
Team
Product
Team
引流
引流
引流
執⾏行行
Goal Alignment
SEO Project - Version 3
(多語系來來了了!)
問題:
SEO Team 看不懂、無法書寫中⽂文以外語系
實驗執⾏行行 經驗分享、協助分析
多語系 SEO 團隊架構
SEO
Team
TW
Marketing
Team
Product
Team
Global
Marketing
Team
引流
引流
引流
執⾏行行
Last But Not Least
3% Conversion Rate = 97% Churn Rate
Convert
Earned Traffic (SEO)
to
Owned Traffic (Email, LINE...)
總結來來說, SEO 的訣竅就是...
Get Your Hands Dirty
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas
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曾任 EZTABLE Growth Team Lead,執行各式用戶增長專案,帶領 AsiaYo 連續兩年 SEO 流量皆超過三位數成長率。分享 AsiaYo 如何從 0 開始到霸佔住宿、民宿、自由行等紅海關鍵字,包含組織架構設計、團隊建立、到執行方法論的經驗。

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10.AsiaYo 如何從旅遊紅海關鍵字殺出重圍_AsiaYo Lucas

  1. 1. AsiaYo 如何從旅遊紅海海關鍵字殺出重圍  謝六拾拾 Lucas Hsieh 《AsiaYo》 產品長
  2. 2. 價位最優、專屬客服、住得更更內⾏行行 最貼⼼心的亞洲訂房嚮導 TW JPKR TH HK 60 Cities 5 Countries
  3. 3. 囊括台⽇日韓泰 95% 以上住宿、⺠民宿字前三名 900% 100% 100%
  4. 4. 分享我們的 SEO 密技
  5. 5. 分享我們的 SEO 秘技 ⾎血淚淚故事
  6. 6. 對 SEO 的想像 (事前版)
  7. 7. TKD HTML Tag Link Building Social Network Structure Data Sitemap Page Speed Search Console Mobile Friendly
  8. 8. The Reality ...
  9. 9. SEO Project - Version 1 (沒錢沒資源)
  10. 10. Technology, Marketing, Data Analysis...
  11. 11. 苦主 - Product Manager
  12. 12. Chapter 1 - Revenue Estimation
  13. 13. SEO Revenue = SEO traffic x Conversion Rate x AOV
  14. 14. SEO traffic x Conversion Rate x AOV Challenge 1
  15. 15. 有錢⼈人推估法 (Methodology For Rich People)
  16. 16. Google Adwords - 市佔率反推法 93,474 / 38.30% = 244,057
  17. 17. 散甲⼈人推估法 ver.1 (Methodology For Poor People)
  18. 18. Google Trend + Google Analytics ⼤大阪住宿搜尋量量 = 300 * 0.8= 240
  19. 19. 散甲⼈人推估法 ver.2 (Methodology For Poor People)
  20. 20. Similarweb ⼤大法 14.42M x 21.66% x 14% ~= 430,000
  21. 21. SEO traffic x Conversion Rate x AOV Challenge 2
  22. 22. Behind Conversion Rate 使⽤用者脈絡、企業商業模式
  23. 23. 東京天氣 => 跟住宿需求無關 特定飯店字 => 無法做 東京住宿,東京⺠民宿 => BINGO!
  24. 24. 如何推估快速轉換率? Leverage Google Adwords
  25. 25. SEO traffic x Conversion Rate x AOV Challenge 3
  26. 26. 台北住宿 vs 東京住宿 Session: 2 : 1 CVR : 1 : 1
  27. 27. 台北住宿 vs 東京住宿 Session: 2 : 1 CVR AOV : 1 : 5 : 1 : 1
  28. 28. SEO Revenue = SEO traffic x Conversion Rate x AOV
  29. 29. ⼀一個關鍵字應該投入多少資源?
  30. 30. 1 Year Value ~= Cost Inputs
  31. 31. “ SEO 好的開始是成功的 >> 50% ”
  32. 32. Chapter 2 - Think (Code) Like Google
  33. 33. 網址塞關鍵字、塞中⽂文有利利排名?
  34. 34. Multi-Language & Multi-Region from Day One
  35. 35. Duplicate Content / Pages
  36. 36. http://asiayo.com/itemlist_台北市.html? sld_id=&city_id=6&area_id=&resort_id=&mansB=1&act=C&aact=C 萬惡惡的 Query String
  37. 37. “ People mistake duplicate content for a penalty because of how Google handles it. Really, the duplicates are just being filtered in the search results. ” 
 - Search Engine Land, Patrick Stox, 2016.09.29
  38. 38. *Remove filtering by adding &filter=0 to the end of the URL
  39. 39. Solution of Duplicate Content
  40. 40. Canonical Tag 指向主網⾴頁 ⾃自指向
  41. 41. Chapter 3 - Build Good Reputation
  42. 42. “ 近朱者⾚赤近墨墨者⿊黑 ”
  43. 43. ⾃自家⼈人 (內部連結)
  44. 44. 權威網站(外部連結)
  45. 45. Chapter 4 - Test and Validation
  46. 46. “ Success is failure turned out. Fail early and often! ”
  47. 47. Define Target Strategy Think (Coding) Like Google Build Good Reputation Testing and Validation PM PM + Developer PM PM
  48. 48. SEO Project - Version 2 (終於有個 SEO Team)
  49. 49. 問題:本位主義 SEO Team TW Marketing Team Product Team X X
  50. 50. Define Target Strategy Think (Coding) Like Google Build Good Reputation Testing and Validation SEO Team Product Team Marketing Team SEO Team X
  51. 51. SEO Team TW Marketing Team Product Team 引流 引流 引流 執⾏行行 Goal Alignment
  52. 52. SEO Project - Version 3 (多語系來來了了!)
  53. 53. 問題: SEO Team 看不懂、無法書寫中⽂文以外語系
  54. 54. 實驗執⾏行行 經驗分享、協助分析 多語系 SEO 團隊架構 SEO Team TW Marketing Team Product Team Global Marketing Team 引流 引流 引流 執⾏行行
  55. 55. Last But Not Least
  56. 56. 3% Conversion Rate = 97% Churn Rate
  57. 57. Convert Earned Traffic (SEO) to Owned Traffic (Email, LINE...)
  58. 58. 總結來來說, SEO 的訣竅就是...
  59. 59. Get Your Hands Dirty
  • goofybest

    Oct. 3, 2018
  • JennyLin55

    Oct. 2, 2018
  • clwdean

    Sep. 18, 2018
  • ChristeeKao

    Sep. 13, 2018

曾任 EZTABLE Growth Team Lead,執行各式用戶增長專案,帶領 AsiaYo 連續兩年 SEO 流量皆超過三位數成長率。分享 AsiaYo 如何從 0 開始到霸佔住宿、民宿、自由行等紅海關鍵字,包含組織架構設計、團隊建立、到執行方法論的經驗。

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