What Makes Enterprise SEO And Does Your Site Need It?

Most businesspeople have a good idea what an enterprise company is: either a Fortune 1000 or Global 2000 company (basically, a really big corporation). But what makes an enterprise website – i.e., a site that will benefit from enterprise SEO?

When it comes to enterprise SEO, it’s less about the size of the company and more about the number of pages, especially products or services. If your website has 1,000 or more products, it may be an enterprise site.

Take T-Mobile, for example. In its mobile phones and tablet support section, Bing indexes 34.4k pages and Google indexes 41.7k pages. It has specific product pages for every device the company supports.

T-Mobile is a classic example – it’s the number of pages that makes this an enterprise website, not the size of the business.

A Fortune 1000 company can have a small website. Express Scripts Holding has 681 indexed pages. Berkshire Hathaway has 796 indexed pages. These are medium-sized websites, and lots of their pages consist of press releases or financial reports. While these smaller sites may benefit from enterprise SEO techniques, a lot of SEO practitioners and webmasters would hesitate to call them enterprise sites.

The opposite is true, too: yours does not have to be a big company to have an enterprise website. I think everyone can agree that Wikipedia, Search Engine Land and Ars Technica are enterprise sites based on the sheer amount of content.

Authority is another divider between enterprise and non-enterprise sites, at least for the sake of SEO. Websites with lots of external links and other authority factors will have more PageRank to pass to deep pages. Popular sites may benefit from Google’s supposed brand bias as well.

By contrast, there are a lot of online stores with 1,000 products but just 300 links. The actual number of pages vs. links doesn’t matter. It’s lots of pages, but few links and little authority.

Websites like this exceed their ranking strength. They are unlikely to possess enough authority to rank deep pages, except for low-traffic and specific long-tail queries. Without sufficient juice, these deep pages may not get indexed and deep crawls will be few and far between.

Hallmarks Of Enterprise SEO

There are four hallmarks to enterprise SEO:

1. Keyword Selection
2. Automated rules
3. Optimized Templates
4. Fastidious Data Entry

1. Keyword Selection

Like all SEO, enterprise SEO begins with smart keyword selection. The emphasis should be on selecting high- and medium-tail keywords that make good categories and subcategories, and can be combined with other words to make long tail queries.

See if you can discern the keyword and title tag pattern I’ve created:

Phones, Tablets & Devices

• Android Phones, Tablets & Devices
  • Samsung – Android Phones, Tablets & Devices
    • Samsung Galaxy  – Android Phones, Tablets & Devices
      • Samsung Galaxy S5 – Android Phones, Tablets & Devices
      • Samsung Galaxy S4 – Android Phones, Tablets & Devices
      • Samsung Galaxy S3 – Android Phones, Tablets & Devices
  • HTC - Android Phones, Tablets & Devices
    • HTC Amaze 4G – Android Phones, Tablets & Devices
    • HTC Flyer – Android Phones, Tablets & Devices
    • HTC One – Android Phones, Tablets & Devices

• Apple iOS Phones, Tablets & Devices
  • iPhone – Apple iOS Phones, Tablets & Devices
    • iPhone 5 – Apple iOS Phones, Tablets & Devices
    • iPhone 5S – Apple iOS Phones, Tablets & Devices
    • iPhone 5C – Apple iOS Phones, Tablets & Devices
    • iPhone 4 – Apple iOS Phones, Tablets & Devices
    • iPhone 4S – iOS Apple Phones, Tablets & Devices
  • iPad – Apple iOS Phones, Tablets & Devices
    • iPad Air – Apple iOS Phones, Tablets & Devices
    • iPad Mini – Apple iOS Phones, Tablets & Devices
    • iPad Mini with Retina Display – Apple iOS Phones, Tablets & Devices

In the example above, Phones, Tablets & Devices is the main keyword phrase, and so it appears at the end of each title tag.

From there, I chose to organize the pages according to the following hierarchy: operating system > brand > product line > individual product

Note that not every item in that hierarchy is applicable in every case. For example, the iOS operating system is used only by one brand (Apple), so those two levels in the hierarchy can be combined into one:

• operating system/brand (Apple iOS)
  • product line (iPhone or iPad)
    • individual product (various models of iPhone and iPad)

Similarly, none of the HTC products listed above share a common product line, so that level in the hierarchy is not necessary. The Samsung section is the only one where all 4 elements of the hierarchy apply.

Importantly, at the deepest level within each group, I create a page for each specific product.

Notice how each page title incorporates the keywords from the pages one level up. This logical progression generates long-tail queries.

2. Automated Rules

The title tag naming conventions outlined above represents a set of rules. Good enterprise content management systems let you create rules that set up pages and load them with content. Imagine receiving a spreadsheet or database with 5,000 products. Do you want to set up these pages one by one? Can you? What if you have to have the pages up in a day?

The rules have to be flexible. With Galaxy, I went from Android to Samsung to Galaxy to the phones. With Apple, I went from Apple to the device type to the phones and tablets. Not every set of products will break down the same way.

At the very least, automation should create the URLs, title tags, H1 tags, breadcrumb navigation links, and canonical tags.

3. Optimized Templates

Templates are pages of code that contain your HTML, Javascript and CSS. (Hopefully, the Javascript and CSS are mostly in external files.) Think of these as blueprints for each type of page. They contain hooks, little code snippets. When the content management system sees a hook, it grabs the right content for the page from a database.

A template will have all the proper tags (meta description, image alt, machine readable markup) so you do not have to optimize one page at a time. Anyone who administers WordPress or a blog will be familiar with this.

At the enterprise SEO level, templates need a bit of intelligence. The last thing anyone wants is a webpage with holes in the text created by empty database fields. This means they have to recognize when data is not present and adjust accordingly. They also have to be flexible enough to handle variations, like different numbers of images on different pages.

Templates also guide design. This is what can make your pages responsive so they load and look good on any screen or device.

4. Fastidious Data Entry

The best automation and templates are useless without good content. Somewhere along the line, someone has to type everything that goes into the database. Selection of categories and subcategories must be consistent.

A major mistake lots of enterprise sites make, especially ones that receive content and data from suppliers, is to use the stock text.

First, you have to make certain what you receive will work with the categories you set-up and your automation rules.

Second, if you get stock text from a supplier, so will everyone else who uses the same supplier. It’s very likely your website will have the same text as other sites unless you rewrite everything. In an Internet filled with duplicate text, rewriting everything may be the thing that gets your site on the top pages.

Final Thoughts

Performing SEO for a website with hundreds or even thousands of products is no easy task, even with proper automation and optimized templates in place. Even if you aren’t a Fortune 1000 company, you may be in need enterprise SEO if your site is large enough.

ABOUT THE AUTHOR>Thomas Schmitz is a longtime Internet marketing analyst and consultant specializing in inbound marketing, social media and SEO. He enjoys helping enterprise brands organize their Web presence and grow search engine and referral traffic. 

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Experts Weigh In On Google’s “Pigeon” Update Aimed At Improving Local Search Results

The “Pigeon” update (the name Search Engine Land gave it in absence of an official name from Google) aims to deliver improved local search results, with enhanced distance and location ranking parameters.

According to Google, the new local search algorithm ties deeper into the site’s web search capabilities, leveraging hundreds of ranking signals, along with search features like spelling correction capabilities, synonyms and Google’s knowledge graph.

Search Engine Land reported last week on how the “Pigeon” update solved Google’s “Yelp problem,” with local directory sites already experiencing improved visibility in Google search results:

It looks like Yelp and other local directory-style sites are benefiting with higher visibility after the Pigeon update, at least in some verticals. And that seems logical since, as Google said, this update ties local results more closely to standard web ranking signals. That should benefit big directory sites like Yelp and TripAdvisor — sites that have stronger SEO signals than small, individual restaurants and hotels are likely to have.

Now that we’re a week out, we asked a few local search experts what they have seen since Google set its “Pigeon” update free. Here’s what they had to say:

David Mihm, Director of Local Search Strategy at Moz

Overall, this update seems like an amplification of the previous silent Hummingbird update from last fall.  Just like last time, I would argue that the quality of the SERPs has been downgraded, with “search results within search results” (i.e. directories) getting rewarded relative to their pre-Pigeon position.

Directories with strong brands (like Yelp, as Matt McGee already pointed out) often show up multiple times for the same search, especially on recovery searches for specific small businesses – many of which occur when the searcher clicks a Carousel result.  But they’re even prevalent on far less-specific discovery searches, and on searches performed on mobile devices (in my own limited testing).

I fail to see how this is an improved, let alone a good, experience for searchers.

The outcome of Pigeon unfortunately rewards Yelp’s recent “whining,” and with the EU antitrust settlement largely behind them, it seems an odd time to move the SERPs in this direction.

A number of folks have commented in places like Max Minzer’s Local Search community, and Casey Meraz highlighted it as well, that there seem to be many more two and three-packs than there were before, which takes even more real estate away from small businesses and increases the relative opportunity for directories.

Perhaps in competitive industries where most companies have already maximized citations, reviews and user-generated content about their businesses, it is simply getting harder and harder for Google to identify the best of the best businesses by place-related signals?  That defeatism seems decidedly un-Google, however.

I’m at a bit of a loss as to any economic benefit this boost to directories (with easier-to-reach, larger Adwords budgets) might provide Google, but I’m looking forward to hearing what other commenters have to say.

Greg Gifford, Director of Search and Social at Autorevo

In the automotive niche, we seem to be isolated a bit from the crazy effects we’re hearing about elsewhere. In some cities, we haven’t even seen a significant shift in map pack rankings (any more than what we’d see on a monthly basis anyway).

We’re still seeing map packs on auto dealer related search queries, and the vast majority of results are mostly the same.

We have noticed a few random anomalies though. In the past, “used cars CITY” always brought up a map pack. We’ve seen a few isolated cities where the map pack has disappeared for that query. For example, in Louisville, Kentucky, in an incognito search with location set to Louisville, we saw:

• “used cars” = seven-pack
• “used cars louisville” = no map pack
• “used cars louisville ky” = three-pack

Before Pigeon, those would have all resulted in seven-packs. Other than a few random map pack switcheroos like that, we’re not seeing much difference.

Nicole Hess, Senior SEO Strategist at Delphic Digital

After reading about the potentially spammy results being brought in by the newest Google local algorithm update, I immediately began wondering the affect of it on several of my clients.

First and foremost, a national client of mine has hundreds of locations that conduct business independently and need organic traffic to produce valuable business leads.  I began digging into the data to spot any trends that already may be happening or developing and take action on it.

In reviewing the local rankings pack, I did not find spammy results creep into listings; although, I have seen this in some searches – such as “Casino” and “Interior Design” – but not in this client’s space.

My three primary observations:

1. Locations not appearing in local results: There were a few locations that are not appearing in the local pack of results, though at some previous point did appear there. The average drop in traffic for a location that is no longer in the local pack is 16% less traffic month over month (and this is in a good season where overall organic traffic is increasing).
2. Locations appearing in local results, less traffic: Of the 50 locations I reviewed, seven are receiving less organic traffic month over month, though still rank in the Local results and have the same organic rankings. Five of the seven locations rank second in a pack of seven local results and for each of these, there are paid ads with star ratings that appear above the local pack.
3. Locations getting more traffic: Ten of the 50 locations I reviewed are receiving more organic traffic, on average 24% more organic traffic than the same week of the previous month.  Each location ranks in the local pack and most rank No. 1 or No. 2 in the local pack. Their organic rankings have also maintained steady positions month over month, so that factor can be eliminated.

Also, while there were still paid ads, most listings had paid ads that didn’t have star ratings to detract from the organic results. Noting that this is a good season for the client where organic traffic is improving in general, I’m not ascribing all the lift to the local pack rankings, though the lift in traffic for these locations is greater than the month over month lift in organic traffic overall.

So it appears there has been some favorable shifts caused by Pigeon driving more organic traffic.

From what I have witnessed, some local ranking shift has occurred and is driving more organic traffic to several locations. Being out of the local pack correlates with a loss of organic traffic for a few locations. A loss of organic traffic is also occurring where listings are competing against paid ads that have star ratings.

Andrew Shotland, Local Search Engine Optimization Consultant at LocalSEOGuide.com

We are really interested in how this update moved Google more in the direction of hyperlocal search. Something that has been flying under the radar on this update is the neighborhood specific location settings that previously seemed to be just a test are now live everywhere as far as I can tell.

I am also seeing a number of the local directory type sites I work with have almost all seen five to ten percent increases in organic traffic since the update. This lines up with the contraction and elimination of many of the local pack results that others are reporting. Directories would be one of the benefactors of this.

We are waiting to see if this holds over the next week before publishing any of the data. It’s highly likely there will be a fair amount of algo “tuning” so I wouldn’t be surprised if the results we are talking about change dramatically over the next few days or weeks.

Mike Blumenthal, Search Expert and author of Google Places and Local Search blogBlumenthals.com

To a large degree the jury is still out on the what, whys and outcomes of the recent Local algo update. Things have been changing since the roll out Thursday evening and are just now stabilizing.

Things we do know: there seem to be fewer seven-pack results than before although the drop is not as big as first reported as Google seems to have changed the impact of some local query modifiers. It was originally reported as a sixty percent drop in MozCast, and by their metric it was. However many of their search queries no longer seem to function the same way.

Things that seem to be “more so” since the change include:

• Localization of geo search results appear to have increased based on user’s location.
• Brands appear to have benefited with additional listings in the pack results and more three-packs.

The update does appear to have reduced duplication between the organic and local results. After the October 2013 update that ended blended results, a number of sites were seeing both organic and local pack results. Those seem to have been reduced to one or the other.

The directories, at least anecdotally, appear to have benefited from the change.

On many searches the radius of the “view port” of the Map has changed. This obviously leads to an effective ranking shake up as the businesses visible within the view have changed. On some searches we are seeing cross geo border expansion of the port and on others a reduction in the radius, totally excluding the locations in the burbs.

Whether this is a cause or effect, we simply can’t yet tell but it does lead to turmoil in the rankings.

One could group this update with a number of other recent Google updates that have reduced visual “distractions” from the main search results; loss of video snippets, the loss of author photos, reduction in the number of review stars shown, etc. etc.

The impact is still unclear; we will have to wait for analytics data to accumulate to assess the net of the change both specifically and more broadly.

Mary Bowling, Co-founder at Ignitor Digital

I think it’s too soon to tell what may be temporary and what might stick, but overall I think Google may be trying to hyper-localize desktop results more.

Google has made several moves lately for the purpose of better aligning desktop and mobile results. Google’s interpretation of the searcher’s location may now be playing more into which results they see on their desktop, just the way it has been playing into which results they see on smartphones.

Some of the things people are reporting are a reduction in the number of local packs seen in the SERPs and a widespread reduction from 7 results in the local packs to 3 results. This may also be an attempt to better mirror on the desktop what mobile searchers see.

Chris Smith, President and Strategist atArgent Media

It’s actually still early to definitively state precisely what all Google may have changed to produce the results we’re seeing. While it is very clear that a significant number of local search queries have stopped displaying local search results, some of the anecdotal reports have been a bit too all-encompassing in declaring particular search queries as “no longer displaying local packs.”

For instance, while the term “house rentals” appears to invoke the local pack in far fewer cases, there are still significant markets where that query continues to invoke local pack results (at least, when I test the search in combo with city names). Searching for “house rentals estes park” or “house rentals gatlinburg” still has good seven-packs of local listings embedded in the SERP.

This suggests that the part of the search results page composition algorithm that handles determining when to serve local pack results has undergone a revision rather than elimination for many of these effected terms. The dial has been turned back some, if you will, and other qualifying elements have been introduced in how it functions.

Specificity of the query is an additional element. When Google first began displaying the local pack, they inferred locality intent associated with queries like “house rentals” or “pizza”, etc. For whatever reason, the assumption of local intent has now been dialed back in a number of cases, most likely based upon some sort of usability testing, or out of desire to further reduce “clutter” in search results.

Overall, the news that this update bumps up web search ranking signals more so than some of the local factors doesn’t necessarily pose a huge fear factor for local businesses. On the other hand, local companies that were enjoying good local pack rankings, despite having an SEO-weak website presence, will now have to step up their game in order to recover.

Some have reported spammy local companies have enjoyed better rankings since the update; but, I don’t think the dust has altogether settled. These companies may have a lot more to fear after another few weeks.

Finally, some directory sites appear to have benefited. To me, the recent shift has heavily benefit Yelp (I think they likely need to Shut-The-Front-Door on whining about Google mistreatment). Yellowpages.com also appears quite prominently in my sampling, as well as some vertical directories.

Some of the more marginal, less-popular online yellow pages and business directories are not all that visible or prominent these days. In some business category and market combinations, the organic search results are more populated by these directory sites than by the websites of local businesses – which will necessitate a bit of a shift in local companies’ online strategies.

If these ranking changes for local-intent queries were intentional upon Google’s part, it seems clear that they feel that there are many cases where searchers desire to perform comparative research to decide upon businesses prior to selecting listings. Businesses will have to adjust their strategic approaches accordingly.

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Google更新“鸽子”算法，离你最近的搜索对象将获得最高的排位

这是谷歌继去年的“蜂鸟”之后又一次更新搜索引擎的算法，“鸽子”这个代号并非是谷歌官方的称谓，而是搜索引擎博客SEL自己起的代号。因为从 2012 年的“企鹅”开始，谷歌喜欢用一种鸟类来冠名自己的的搜索引擎算法更新。就像苹果之前用猫科动物来命名 Mac OS 版本一样。

如果说“蜂鸟”是谷歌对搜索进行的一次外科手术。那么“鸽子”就是涂上了 LBS 药剂的贴膏。它是根据搜索者的地理位置信息重新调整网页的排名。比如当搜索“Pizzahut Yelp”时，排在第一位的将是离你最近的必胜客餐厅在 Yelp 的评分，而不是之前必胜客在 Yelp 的主页或者必胜客的官网。右侧出现的卡片也将是这家餐馆的地理位置和用户在 Yelp 上的评论。

当你仅仅搜索“必胜客”的时候，排在最前面的也不会是必胜客的官网或者 wikipedia 词条，而是附近必胜客餐厅在各种各样生活服务网站上的页面。

目前“鸽子”算法只有美国的谷歌用户可以体验到，暂时还没有向其他地区扩散的时间表。毫无疑问，这样的算法更新会让用户享受到便利的 LBS 服务，极大提升生活服务网站的流量，但是这也引起了争议。一些人担心这种算法会助长 Yelp 等生活服务巨头的竞争优势。Twitter上有一个叫YelpIsEvil的用户控诉，Yelp 在谷歌搜索结果中显示的用户评价是经过过滤的。

这个信息是否属实36氪也无法查证，但是 Yelp 曾经由于过滤了 20% 的店铺评价遭遇集体诉讼。Yelp 当时辩解说他们只是隐藏了有嫌疑的垃圾信息。

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如果你打算开始创业，听我说...So you’re thinking of starting a company and you’ve asked me for advice

As I start to get more known in my personal and professional circles for starting a company, I’ve been approached for advice many times on when/if one should start a company.

随着我的创业经历越来越丰富，有越来越多的人开始向我寻求创业的建议，比如“我该不该创业”、“我什么时候创业比较好”等等。

My answers have changed over the years as my experiences have changed. In the beginning, I’d encourage people to take the jump, but now I don’t.

对于这些问题，我的答案随着我经历的变化而不断变化。最开始，我会鼓励人们勇敢的去创业，但现在，我绝对不会再这样做了。

I love being a founder. I love our company and, while it’s been hard and tiring, I would do it all over again 100 times if I could. When I first started getting these questions I would answer with enthusiasm.

“Do it. It’s awesome! Hard work, but so worth it.”

I answered this way because I had some assumptions about everyone that turned out to be wrong.

I assumed anyone could do it. I assumed people could handle the pressure, the emotional commitment, the time commitment. I assumed people could handle the hard work — hell, I assumed people liked the hard work. I assumed that the work wouldn’t be hard for them, just well, hard work. I guess I assumed hard work wasn’t hard in-and-of-itself but more just something that required elbow grease. Willpower. Fortitude.

I can relate it best to running (back when I did that…). Running isn’t hardper-se, as in, it’s not a hard problem. The steps to becoming a decent runner are obvious — what seemingly isn’t obvious is that you actually have to do them in order to become a decent runner. Shoes, pants, shorts, headbands, jackets, and/or apps contribute almost nothing to your running ability. The hardest problems—for me at least — in running are:

1. Getting up early or late at night (before/after work) and running like you mean it.
2. Not stopping.

That means you’re the only one to blame if you don’t start and you’re the only one to blame if you stop. There are no external factors here. No excuses. If you do #1 three times a week and #2 as long as you possibly can than you’ll become a decent runner.

#1 is what stops most people. Most people don’t even try. Most people give up after they’ve spent $200 on the outfit they look cool in.

#2 separates the posers from the winners. If you go out and run, then walk the first time you get tired. You have lost. Running is more mental than that. The relative energy to take one more step is so small that stopping when you’re first tired doesn’t make sense. Push past that. Sweat.

Being an entrepreneur is much like running. There are two things that make you fail. The first is not starting. The second is stopping. Giving up is not entrepreneurial. Giving up just means you’ve wasted all the opportunity cost you’ve forgone to start in the first place. You have to keep going when you’re tired. You have to keep going when you don’t want to. You have to keep going.

This is not a physical or intellectual hardship. This is purely emotional. It doesn’t matter how strong or smart you are. It’s not about how much you’ve thought, studied, worked out, planned, schemed, dreamt, or discussed. This is 100% about how much heart you have.

Entrepreneurship is a game of inches and you’ll win every inch the hard way. Fall in love with the process not the product, result, or goal.

---

When people asked me if they should start a business I used to say, “yeah do it”. Now I try and convince them not to.

I tell them about everything that can go wrong. I tell about everything they will miss out on. I tell them about how they will become a terrible friend, husband, father, or mother. I tell them how they will have to make choices that will make them feel awful. I tell them that they will be envious of the ones who didn’t start a company. They will wish they had weekends or that they had time to enjoy life itself. I tell them that they’ll feel defeated at the end of every day and that, to make it, they’ll have to get up before everyone else.

I tell them that their idea needs a lot of work. That the business model will need changing (if there is one — p.s. there should be one). That they might not be the right person for the job. I’ll tell them everything they’ve done so far is more or less useless and wont matter.

I do everything I can to try and get them to give up right in front of me. I do everything possible to get them to admit that they don’t really want to start a company — That it is not worth the trouble.

If I can convince them over one beer to stop, then they would have given up anyways. Something else would have made them stop, just much later on. I’m just saving them money, time, and their life.

If they’re crazy enough to proceed after all that then the beer is on me.They’ll need it.

我喜欢做一个创业者。我深爱着我一手创办起来的公司，虽然这其中付出了很多艰辛。就算让我重来一百次，我也还是会选择这么做。所以，当我最开始被问到关于创业的建议时，我会说：“Just do it！创业是一件很美妙的事情，虽然很辛苦，但绝对值得。” 我这么说，是因为我对于人们有一些预判和假设，但后来事实证明这些假设都是错的。

我假设每个人都可以承受创业过程的压力、情绪的波动、花费大量的时间；我假设大家能够完成这其中种种细碎繁重的工作，我竟然还假设大家都喜欢这样工作；我假设工作本身对于他们来说并没什么难的，而真正难的是这样的工作需要毅力和坚持。

这就好像跑步一样。跑步本身并没什么难的，要成为一个还不错的 runner 所要做的事情也是显而易见的，而人们往往会舍本逐末，忽视最重要的东西。很多人在开始跑步前先配齐一套装备：运动鞋、运动衣、发带、手环、app 一应俱全。其实，这些在帮助你成为一个好的 runner 方面几乎没有帮助。跑步最关键的事情就是两点：

1、早起，或者找晚上下班以后的时间，认认真真的跑步。

2、当你在跑步的时候，不要停，坚持！

这意味着，如果你今天没能早起跑步，或者你跑了几天就坚持不了了，你能怪的只有你自己，找不到其它借口了。如果你能坚持一星期里跑上 3 次，然后每次都坚持跑完你的目标，你迟早会成为一个好的 runner。

但是，仅仅是第一步，就能吓退很多人。很多人甚至都不去尝试。还有些人，花了 200 刀买了一套漂亮的运动服后，就完全忘记了自己其实是为了跑步才买的。

第二步则能够把真正的 runner 精萃出来。当你在跑步的时候，如果你一感到累了之后就马上停下来改为走路，那么你就失败了。跑步所蕴含的精神力量应该远远多过这个。当你累了的时候，坚持跑下去所耗费的能量其实并不多，很多时候是薄弱的意志力在作祟。

做一个创业者和跑步是很相似的。有两件事会导致你的失败：第一件事，你压根没有开始；第二件事，你停下了，放弃了。放弃绝对是创业者精神中的大忌。放弃意味着你把你从鼓起勇气起步时到现在的所有机会都浪费了。当你觉得累的时候你得坚持下去，当你觉得你不想干了的时候，你还得坚持下去。总之，你必须坚持下去。

为什么坚持这么难？这种难并不是体力或脑力上的匮乏，而完全是情绪上的。你的身体有多好，或者你有多聪明都不重要，这不关乎于你的思考能力、学习能力、工作能力，也不关乎于你的计划有多完美、梦想有多诱人，这完全就取决于你的内心有多大的决心来做这件事情。

创业就是一个逐步前行的过程，每前行一小步都不容易。所以，你需要真心的投入这个过程，而非太过执着于最后的产品和结果。正因为如此，当人们问我是否应该去创业时，我的答案已经从原来的“Just do it”变成了“No！”

我告诉他们，一个创业者都可能会面临什么样的状况：任何事情都有可能出错；你也许会变成一个很糟糕的朋友、老公、老爸、或老妈；你也许时常会不得不做出一个让你自己感到百爪挠心的决定；你也许会被还没开始创业的人羡慕，你实际上没什么好羡慕的；你会很希望能有一个周末，或者能好好度个假；也许每一天结束的时候你都会充满挫败感；糟糕的一天结束后，你在第二天仍然需要早早起床工作。

我也告诉他们，一个想法距离真正被实现出来还有着大量的工作要去做。比如，商业模式时刻需要调整（当然，首先你得有一个商业模式）；也许你不是最适合来完成这件事情的人（强求自己去做一件不擅长的事情往往会很痛苦）；也许你到现在做的所有的事情都是无足轻重的，用处不大。

我竭尽全力的去劝说我的朋友们放弃他们创业的想法，让他们意识到其实自己并不是那么想去创业，或者说没有那么大的决心去创业。如果一个人能在一扎啤酒下肚的功夫里放弃自己的创业梦想，那我真是帮了个忙，因为他们迟早会放弃的。即使有的人没有被说服，当他们开始创业，也一定会遇到我之前所说到的种种状况，然后再选择放弃。我真的想帮他们节省一些时间和金钱，还有生命。

当然，如果有人真的足够疯狂和执着，能在创业的路上一直走下去，那这顿酒我请了，因为他们真的很需要喝一顿......

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Google免费电话Call me maybe? Introducing free voice calls from Hangouts

Google明白同朋友同家人保持聯絡有幾重要，就算大家身處世界各地，都可以親口同對方傾下近況你話幾好呢！Google Hangouts 宜家就多咗一個新嘅語音通話功能，等大家可以隨時隨地以Android、iOS或者電腦，透過Hangouts 打比其他Hangouts用家。喺美國或加拿大打返俾當地嘅電話號碼更加係免費添！大家快啲將Hangouts 更新到最新嘅版本試下啦！

We know how important it is to keep in touch with friends and family, especially when they’re spread around the world. Hangouts already makes it easy to send a quick message, or start a group video chat. But sometimes it’s best to just call to say “I love you,” and with the new version of Hangouts you can.

Starting today you can make voice calls from Hangouts on Android, iOS and the web. It’s free to call other Hangouts users, it’s free to call numbers in the U.S. and Canada, and the international rates are really low. So keeping in touch is easier and more affordable than ever.

To get started on Android, just grab the new version of Hangouts (v2.3, rolling out over the next few days), then install the accompanying dialer to turn on voice calls. On iOS and the web, voice calls will be available the next time you open the app.

Voice calls in Hangouts: call history (left); dialer (middle); in a call (right)

Whether it’s your sister in Paris, your best friend in Boston or Jenny at 867-5309, Hangouts lets you call the people you care about at little or no cost. So download the app and dial your loved ones today!

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重视这五个小细节让你的网站更受用户喜爱

大家都知道，当自己的网站获得一个真实用户的访问是来之不易的。所以，当获得了用户的初步访问，你必须要做好充实的准备。否则该用户必然会离你远去，而不再访问。那么我们该做好哪些充实的准备呢？

首先、了解大众用户是如何浏览一个网站且利于提升用户体验的设计　　

1)、网站左上角区域是最吸引用户眼球

大家都知道，现在现代人都大多数喜欢从左往右看东西的习惯。就好比你看书一样，也是从左往右的看，若叫你从右往左的看你就会有一种特别别扭的感觉。这都是因为习惯性养成的习性。所以，我们要充分的利用众多数人的习性去制作一个网站。

上图，便是通过一些用户的浏览的访问得出的吸引用户眼球的分布图。从上图可以看出左上角是用户进入你网站浏览的第一个时间点，也是认知你网页的开始。所以，若要想提升用户体验度，那么就必须减少左上角的跳出率，制作出最吸引用户的眼球。

2)、习惯性走Z规律也就是古登堡规律　　

有看过书的人都知道走Z规律，先给大家看下什么是古登堡规律。

上图便是古登堡规律，这都是从众多数人那边的阅读习性总结出来，从上图可以看出人的主要视觉区域是左上角，左下是用户视觉最弱的区域。右上呢是用户视觉休息区域，右下是用户最终视觉停留区域。根据古登堡图我们应该在最好的两个区域做好一些高价值创意的内容来吸引用户眼球，来拴住用户的心。

3)、重要信息或者要表达的主旨关键词进行特别展示　　

网站必须有自己的特色，有特色才会吸引用户的忠实浏览你的网站。所以，当一些时效性高价值的内容一定要在第一时间给予良好的展示。这样才会让用户在第一时间内了解最新的动态。具体可以看下图的做法：　

　

从上图可以看出，这个头部总共被划分了五个小模块，每个小模块都有不同的作用：

1、小模块的作用：此处可以图文展示重要的信息，或者可以发布你的高价值广告

2、小模块的作用：此处可以调用网站的最新内容，让首页时时的发生变动。好让蜘蛛每次爬行你的网站都发生不一样。

3、小模块的作用：此处是最重要的，是头条也就是说今日发生的重大事件或者最新鲜的话题。

4、小模块的作用：此处可以筛选出自己发布或者他人投稿的最具有价值的内容。

5、小模块的作用：此处可以同行业的资讯或者用户达到某个阶段后可以获得哪些福利。

4)、尽量不要让用户多翻页进行查阅

尽量简单的操作让用户在最短的时间内获得所需要的信息。也许有大多数的站长为了提升pv故意的将一篇短文章拆成几页。这样试问当你访问这样的页面时你会有何感受。本来就不长的文章，要翻几页才能看完。这是有多烦躁的操作步骤。当然了不是说翻页不好，只是要看实际情况而定，字符确实太长了可以适当的进行分页这样才能降低视觉的冲击。有时候有的人可能看到一页满满的文字看的就有点头痛，看适当的进行分页处理，看起来就没那么的头痛了。看自己看完一页觉得没花一会功夫就完成了，那么在看下去就不会那么的有压力。

5)、下拉可以，但必须把重点挪上

用户是可以接受下拉的网站，但是要记住要把重要的信息尽量的往上，切勿把他沉入低端。因为用户相对来说还是比较懒的，都想在短时间内看到重要的信息，不想一直往下拉的找，因为那样很累。所以在设计的时候能不下拉的尽量不要去弄下拉，充分的利用好当前页。

好了，今天就对用户如何浏览一个网站并提升用户体验的设计做了下初步的介绍。上文的内容中只是给大家一个参考而已，具体还有很多的细节还未细细的写出来。总之，你要把自己也当成用户去浏览器一个网站，切身体验下你是如何访问网站。网站哪个区域最吸引你的眼球，通过实践并结合他人的观点进行设计。那么我相信你的网站将会一个受大众用户喜爱。　

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中国本土电商争抢海淘肥肉 亚马逊直邮遇荆棘

　　【赛迪网独家评论】据亚马逊中国官方透露，亚马逊将开通海外产品直邮中国市场服务，最快在今年第四季度开始，国内用户就能通过亚马逊中国买到从国外来的商品。

　　一时间，“美国货可以直邮中国”、“再也不用找代购了”、“海淘的福音”等类似普大喜奔式的言论蔓延开来，亚马逊直邮中国将对一直处于“灰色地带”的国内海淘、代购产业带来冲击，本土电商应该如何招架？代购们的日子还好过吗？

　　进口电商寻差异化 代购活路被断？

　　根据尼尔森的数据，去年中国的海淘族规模已经达到1800万人，海外购物开支高达2136亿元。到2018年，中国的海淘族规模将达到3560万人，海淘规模将达到1万亿元。

　　面对如此庞大的市场，风头早已被淘宝京东等本土电商抢去风头的亚马逊终于坐不住了。亚马逊中国官方透露，亚马逊将开通海外产品直邮中国市场服务，最快在今年第四季度开始，国内用户就能通过亚马逊中国买到从国外来的商品。

　　据亚马逊公布的内容，亚马逊中国开通海外直邮业务之后，海外的商品到达中国消费者手上将通过直邮、中转自贸两种模式。选择海外直邮模式时，消费者在亚马逊网站选择购买境外商品后，商品将通过国际物流公司直接送达消费者手中。

　　除了货款之外，消费者还需负担相应的货品进口关税及物流费用。选择中转自贸模式时，亚马逊会将海外商品先发送储存至上海自贸区内的物流仓储中心，并在消费者购买后通过国内物流快递公司送达消费者手中。在该种模式下，商品可享受上海自贸区的免税政策，出区只需缴纳行邮税。

　　据海关工作人员介绍，通过直邮方式购买海外商品，有17%的增值税、10%到30%不等的进口关税，个别商品还有一些消费税，税率平均在40%左右；而通过自贸模式购买海外商品，则只需征收10%的个人物品行邮税，商品具有一定价格优势。

　　与海淘族的欢天喜地相比，众多海外代购商家则感觉到了“危机”，纷纷谋划着退路。代购商家有的忙着降价，有的则打算将亚马逊作为海淘族的“动物园”批发市场。

　　海淘、代购虽然流行，但在国内现有政策下，这种模式仍然处于“灰色地带”。海淘模式目前存在诸多风险问题，比如在法律风险方面，普通消费者对于中国海关监管相关规定的了解不够，可能会购买到国家禁止输入的货品；海淘的本质是通过“邮关”走个人行邮方式入关，消费者的心理预期是“避税”，而对于正常渠道而言，这是一条基于海关现有抽查制度的灰色途径。另外，消费者海淘时还面临着售后服务、“水货”风险等。“从行业角度来看，亚马逊直邮方式将对国内海淘、转运、代购等行业带来一定层面的冲击”。

　　直邮落地有荆棘

　　亚马逊直邮真能落地吗？确实有很大的疑问。亚马逊走的是跨境电商的两种方式，有可能会把一部分做活动放到上海的综合保税区，另外一部分货从海外打包好了运进来。可是有一个问题，现在的试点实际上还是有一点小打小闹的意思，全国加起来跨境电商的进口票数不超过30万，如果亚马逊进来一天就超过这个，现在只是海关把完全通路开了，检验检疫还有外汇都没有明确的政策，一旦亚马逊进来海关会重新审视，对跨境试点的方式会做非常大的改变。

　　一位亚马逊中国的内部人士透露，海淘用户和在海外亚马逊购买商品的人是海外直邮业务锁定的两大目标消费群。在争取第二类用户时，用户习惯是亚马逊海外直邮业务需要跨过的一道门坎。

　　经常海淘的用户表示，海外直邮业务更多是宣传噱头，对方这样认为的理由是亚马逊在过去数年间已经有海外直邮业务，只要用户使用海外信用卡通过第三方转运公司即可实现在美国、英国、日本等国家的亚马逊平台购买商品。

　　该功能受到了英文好并且有海外信用卡的这批高端用户的欢迎。这批高端用户已经习惯在海外亚马逊网站上购买商品，因此在商品种类受到限制的情况下，如何吸引这批用户改变购物习惯转而使用亚马逊中国仍是件非常困难的事情。

　　此外，商品种类也是考验亚马逊的一大难题。

　　据透露，海外直邮业务作为今年中国公司最重要的业务，已经筹划了近半年时间，海外直邮的优势在于能够使用户购买到100%的海外正品，此外在关税方面海外直邮业务由于是设立在自贸区，因此用户支付的关税更低。不过由于相关法规的限制，一些国外商品由没有通过国内的质检标准，因此现阶段还无法引进。

　　据了解，这些无法引进的商品包括数码、奶粉、药品等在海淘平台大受欢迎的商品。

　　本土电商争抢海淘肥肉

　　近日，1号店已与东方电子支付及跨境通实现对接，正式上线“1号海购”项目，布局跨境电商，该项目所售商品将通过上海自贸区的保税进口模式或海外直邮模式入境。

　　“1号海购”负责人表示，与东方电子支付及跨境通合作后，1号店和跨境通全面对接仓库管理系统，1号店可以使用跨境通在上海自贸区的仓库。消费者下单后，进口商品可直接从上海自贸区仓库报关报检后发货，配送时间与海外直购相比将大大缩减。此外，除了提前将海外商品进口至上海自贸区备货外，“1号海购”还将引进海外优质商家入驻1号店，借海外直邮为消费者提供商品。

　　据了解，1号店中已经有2600多种商品被标记为“1号海购”，包含奶粉、纸尿裤、营养品、化妆品、衣服、鞋包等，但目前其中只有7种是自营，还显示售完状态，其余都是由入驻商家提供。

　　当然1号店并不是第一个吃螃蟹的人，此前京东开辟了“海外购”频道，阿里推出“天猫国际”网站，顺丰上线“海购丰运”，苏宁也推出全球购，唯品会也正试水海淘业务，他们纷纷在化妆品、家居、服装等领域切入海外购物市场。

　　据中国电子商务研究中心监测数据显示，2013年中国内地海淘族(跨境网购者)人数已达到1800万。预测，到2018年，中国的海淘族，人数将达到3560万人，海淘规模将达到1万亿元人民币。这样看来“海淘”确实一块大蛋糕。

　　据了解，海淘网、天猫国际等B2C网站均与海外零售商建立合作关系，消费者可从网站进行海外直购且保证价格透明。较为完善的服务体系使得消费者对海淘的积极性有了较为可观的增长，但困扰消费者的快递速度过慢问题仍然难有效解决。

　　据易观国际近日发布的《中国跨境电商产业研究报告》指出，当前政府对出口电商大力支持，以及安全认证、网络设施完善等将对跨境电商形成促进因素，但支付体系和物流环节需要逐步突破。未来跨境电商将呈现卖家多元化、平台化趋势扩大和跨境交易本地化发展趋势。

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