ギター弾きの「行政書士開業準備中」

行政書士開業者や受験生、または他士業に向けた真実の泉。辛口ドライ。

これからHPを作ろうとしている方へ②

author:daishoya2010/01/24 Sunday

こんにちは、ギター弾きです。

以前に書いたお役立ち情報の続きです。
今回は検索エンジンに特化したお話を書きます。


役に立ったと思われた方はポチお願いします。
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前回書いた注意点の中に「印刷物製作の仕事もしている業者」というのがあり、「このタイプの業者はデザインばかり気にして、まったくWebの本質を解っていないので、注文すると痛い目にあいます。」と書きましたが、さてこれはどういう事か。

効果が高くて個人事業主にも手が出せる範囲の広報手段としては「ネットによるもの」、「紙媒体によるもの」が考えられます。
これらはそれぞれ、まったくテクニックが違います。
「紙媒体」によるものは、見た目が命。顧客に対して「まず、読んでもらうことがすべて」という目的から見た目、言い替えればデザインがすべてとなります。
この技術に優れたチラシ・DMなどを専門家的には「当たるチラシ・当たるDM」、「鳴るチラシ・鳴るDM」などと表現します。
とくに紙媒体の場合はキャッチコピーや見た目のビジュアル研究の歴史も長く、相当深いノウハウが蓄積されております。

逆に「ネットによるもの」の場合、検索にかかるかが命。顧客に対して「まず、読んでもらうことがすべて」という目的から、いかに検索エンジンに引っかけるのかがすべてとなります。
そこで紙媒体のデザイナーが、印刷関係で食えなくなってきたから、ホームページに手を出した場合は、意識して、意識せずかはわかりませんが、旧来のやり方で「当たる」「鳴らす」ノウハウを持っているために、ついつい同じやり方でホームページを作成してしまうのです。

つまり、画像でベタベタに固めたページ。派手に煽ったキャッチコピー。目立つことを重視した色使い。季節感や事業のイメージからを意識しすぎた配色などなど
どれもホームページの「読ます」目的からは程遠いものです。
もう少し、研究したマシな場合でさえ、「FALSHを使った動画」を無意味に盛り込みます。尚、これは専門学校などでホームページデザインという仕事に憧れを持って就職した新人等もやってしまう過ちです。

まず、画像ベタベタのページやFLASHなどの動画は検索エンジンに何も認識されません。
人に対して目立つデカイ画像の文字も、目を引く派手な動画も検索エンジンロボットからすれば、すべて「無駄なファイルの一つにすぎない」のです。
また、派手に煽ったキャッチコピーや目立つ色使い、季節感のある色使いなどは、すべてホームページを利用する人の「情報を見つけたい」、「文章を読みたい」という目的にマイナスでしかありません

次に二大検索エンジン「google」「Yahoo」について
自分でHPを作る場合や、業者に頼む場合も基準にしたいのが、これら二つの検索エンジンは、かなり性質が違うということです。
両方で検索上位に入るのが最上ですが、最近はどちらかは上位だけど、どちらかは上位に来ない
という場合が多々あります。

まず「Yahoo」はそのホームページ運営者の資力に大きく左右されます
Yahooで上位に来るページはわりと広告費にお金をかけていると考えられます。Yahooの検索エンジンは広告費投入と多くの有力ページとの繋がり(リンク)が影響しやすいからです。
なので、逆にいえば資力の豊富な安定企業を探す場合はYahooが適切でしょう。例えば弁護士事務所を探す場合、現時点では「弁護士ドットコム」が上位に来ます。(弁護士会、Wikipedia除く)
弁護士ドットコムはジャパンネットバンクなどとも提携し、あらゆる提携事務所を使った大規模な業務展開をしている士業界の雄ですから納得できます。

対して「Google」は純粋なSEOとサイト価値に大きく左右されます
Googleはかなり理念がハッキリしていて、「Googleで検索する人には有益な情報を」というような考えを貫いております。
実際、近年ニセモノSEO業者などが行なった卑怯なSEO対策に警鐘を鳴らし、そのようなモラルに反するページは永久追放するという姿勢を取っています(今後一切検索エンジンに引っかからないようにする)。
当然Googleの検索エンジンの特性も「きっちりしたキーワード(ページに深い関係のある言葉)」でSEO対策しており、かつ有益な情報を提供しているサイトを上位表示するという特性があります。
検索エンジンとは同時に膨大なWebページのデータべースでもありますから、「どっかのページに書いてあるような文言、言い回しをパクって作っているWebページ」にはマイナス評価を与えます
実は僕の事務所のページも同業者にちょこちょこパクられており、それには気付いているのですが、どうせいずれマイナス評価が与えられるだろうから放置しております。
検索エンジンにとってどちらがそれらの文章などを先にアップしたかなどは一目瞭然なのです。
パクった方は早めに修正することをオススメします(笑)

このようにGoogleを検索する場合は「閲覧者にとって有益なサイト」「オリジナリティのあるサイト」「開業したてで資力には乏しいけど、知識を持った事業者」を探すのに適していると言えます。
Googleで弁護士を探すと、現時点では「弁護士(Hatena Lowyer)弁護士に相談する前に知るべきこと」が上位に来ます。確かに有益なサイトですね。
ちなみにその下にはYahooでも上位の「弁護士ドットコム」です。確かにコンテンツとしても充実してますもんね。

我々行政書士もこのような資力、情報性、有益性、オリジナリティをすべて兼ね備えた素晴らしいサイトを運営していかなくてはなりません。
尚、当事務所は資力がそんなに豊富でないこともありますが、ギター弾きや当事務所SEO担当の理念から基本的にはGoogleでのSEO対策のみに的を絞っておりますし、今後の展開も含めて、それでまったく問題ないと思っております。理由等を書くと長すぎますので、機会があれば別の機会に・・・・。


役に立ったと思われた方はポチお願いします。
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