Search engine marketing

Welcome to my “Search engine marketing”.

What is search engine marketing?

Search Engine Marketing (Search Engine Marketing), abbreviated as SEM, is a model of online marketing that aims to promote websites, increase awareness, and return results through search engines for better sales or marketing.https://www.blogger.com

The search engine is not only one of the common means of promoting the website of the enterprise, the position in the network advertisement market is also increasingly important. Since 2000, although the overall online advertising market is not optimistic, according to Interactive Advertising Agency, search engine marketing has outshined its market with a rapid increase from 110 million U.S. dollars in 2000 to 300 million U.S. dollars in 2001 And 930 million US dollars in 2002, while at the same time, online advertising has shown a clear trend of contraction.

Search engine marketing features

The essence of search engine marketing is through search engine tools, to convey to the user marketing of the object he is concerned about. Compared to other Internet marketing methods, it has the following features:

1. Users take the initiative to create marketing opportunities

The main difference between search engine marketing and other online marketing methods is that in this method, users actively create marketing opportunities. Why do you say this? Keyword advertising, for example, usually does not exist in search engine tools, Only when the user enters the keyword, finishes the search. Only appears next to the keyword search results, although the advertising content has been set, not the user decided, but gives the impression that the user has created a marketing opportunity, the user voluntarily joined the process, which is why search engine marketing Better than other internet marketing methods.

2. Search engine method is simple and convenient

Search engine operation is simple and convenient mainly in the following areas:

First, the login is simple If the search engine is the directory, companies want to search engine login, so only the staff can fill in the corresponding instructions, without professional and technical personnel or marketing planners, pure technology full-text search has not logged The problem.

Second, the simple billing, For example, the keyword advertisement, which uses the billing method is CPC (cost-per-click), different from the traditional forms of advertising, it charges according to the number of clicks, the price is cheap, and you can set the highest Consumption (to prevent malicious clicks).

The third analysis of statistics is simple Once the business and search engine business contacts occur, the search engine will provide a connection to the enterprise I: 1, through this access I: 1, businesses can easily know their daily traffic, click rate, so Is conducive to business analysis of marketing effectiveness, optimize marketing.

The basic method of search engine marketing

1. Log in to search engine

From the working principle, the common search engine technology there are about two categories: one is the purely technical full-text search engine, such as GOOGLE, the principle is to retrieve the program by machine) to each site to collect and store information and Create an index database for user inquiries. This information is not a real-time search engine from the Internet to retrieve, usually the so-called search engine, in fact, is a collection of a large number of web sites or web pages and indexed according to certain rules of the online database, this method does not require each site to search engine ; The other is called the category directory, this method does not collect any information on the site, but the use of the site to submit information to the search engine site fill in the key words and site description data, after manual review and editing is the site Or web page to log in to the index database. In the early days, because the first search engine technology did not appear, most of them used the second technology, combined with the lack of other internet marketing tools. Internet marketers at that time thought that as long as they could log in to YAHOO and maintain their rankings Top (through search engine optimization), the task of online marketing is basically completed. Regardless of paid login or free login, regardless of login search engine is received by the machine received, or the site to submit information to log in. As the bottom of the search engine marketing goals, one of the most basic methods of search engine marketing is to log in to search engines. It is also the basis for achieving the higher goals and other approaches.

2. Search engine optimization and bidding

The ranking of website information in search results is very important in a search result. Often the first few pages in front or the first few pages of the highest record, the purpose of search engine optimization is through the site keywords, titles, site structure changes to make the site more in line with the search engine search rules. Make the site easier to be retrieved, ranking higher; of course, many search engines, such as Baidu, it uses the PPC method, that is, between similar pages or site information. In the form of paid bids, whoever comes out of the higher price, which comes first (requires a credit review mechanism).

3. Keywords advertising

The so-called keyword. Is the keywords in the information users concern about, the user is using it to search through the search engine to find their own web page or website, how many search engines, such as GOOGLE, Baidu, take full advantage of the user's high concern for these core words in the search Next to the results is a product ad about it, which is a keyword ad. It turns out that a keyword and is a highly successful media with a much higher success rate than any other online ad. Now there are many website contents using the method of positioning, in fact, this method is a key sub-advertising, its basic approach is: in some and search engine friendly website next to some of the keywords, Show links to ads for this key sub.

Search Engine Marketing website needs

1, the brand needs

These sites are not mainly to promote a product based, but hope to use the site itself, improve the brand's system and service system, and to promote some of their own platform for some of the latest product line or a certain model, such as IBM, NIKE this site, itself is a brand image display, but also the site itself to get a service system to complement, he will not be a keyword or a column to bias, the focus of search engine marketing How to create a better corporate image and get more users, in the way it should be advertising, user evaluation of the show, the display of product categories and search engine results returned a good display efficiency.

Its features are the overall sense of lasting influence, diversified practices, structural stability, costly, large demand for staff, the role of a wide range of people.

2, the image needs

Such sites are mainly based on image ads, mainly based on a product of its performance or characteristics, tailor-made, with non-replicable. Its purpose is relatively simple, fast and effective to create a previously not exist or similar products with the same attributes and different characteristics of the image-based products, and then expand its product line according to its image definition. For example, moving sites like Fetion and M-Zone, as a fresh thing, will require a large number of target groups for a short period of time. This target is targeted, so search engine marketing more complex: advertising, soft paper, product features show throughout the marketing strategy, focusing on the effect of marketing.

Its features are: fast, accurate positioning, speculative strong, stage, and rhythm, costly.

3, user needs

Such sites mainly linked to the Internet now on the portal, concept stations. Concept stations such as the now popular WEB2.0 site: blog, wiki, online video, etc., this series of sites need to accumulate users, these sites search engine marketing strategy is relatively simple, the main way: search engine optimization, keyword advertising.

Its features are wide coverage, lasting effect, the strong sense of rhythm, small investment, rapid success, demanding high-quality personnel, teamwork.

4, sales demand

This group of groups concentrated in the SME level, the main purpose is to increase sales, reduce costs, expand business influence and expand business living space. Purposeful, time-critical, focusing on cost control and return on investment. Search Engine Marketing Diverse: Put keyword ads, search engine optimization, soft paper launch, the establishment of satellite sites, supporting service sites, copywriting organization.

Its features are precise results, the calculation of investment and rate of return, fewer staff requirements, stage, long-term.

Search engine marketing specific implementation strategy

Search Engine Optimization SEO Implementation Strategy

Search engine optimization is both a highly technical job and a job that is closely related to the characteristics of the business and requires frequent analysis and external cooperation. Practice has proved that the search engine optimization work can not only make the site has a good performance on the search engine, but also make the whole site look easy and crisp, efficient and concise pages, the target customers can go straight to the topic, the site played a communication enterprise and customer best effect. Make the following suggestions:

(1) To avoid using too many pictures and animation

(2) The use of static and dynamic web pages

(3) Make good use of keywords

(4) Pay attention to the quantity and quality of external website links

(5) the use of "Site Map" for the search engine to access the site to provide convenience

PPC ranking implementation strategy

(1) Analyze whether a company is suitable for PPC rankings

PPC ranking itself cannot determine the realization of the transaction, but for the user to find a corporate channel of information or opportunities, we can see that Web site construction is the basis of network marketing, there are no solid basic skills, what advanced network marketing tools will not Have a significant effect. In addition, due to the fact that some industries are directly controlled by the state and basically belong to monopolistic industries such as oil and coal industries, development and production enterprises in these industries do not need to make a bidding rank. For some network services companies, IT product manufacturing and marketing companies and other companies best to do the bidding rankings.

(2) Choose the search engine for your own business

In the same price conditions, should try to choose a large number of users search engine, this search and browse will be more efficient, but if the same keywords in the actual price of the site more, if the ranking, but will decrease Marketing effectiveness, it should also consider a variety of factors to determine the most cost-effective search engine. When possible, it is also possible to simultaneously rank a few search engines for PQ, making it easier to compare the performance of individual search engines.

(3) According to the actual situation of enterprises to purchase the right amount of keywords

In fact, even in the same industry, because users use a keyword is also somewhat decentralized, just choose a keyword can produce limited results, the more ideal way is that if the marketing budget permits, choose 3- Five users using the most frequently used keywords at the same time PPC activities, it is possible to cover more than 60% of potential users, the chances of gaining access will be greatly increased. In addition, the choice of keywords should also be carefully analyzed and designed, the hot keywords are more expensive, and it would be an effective way to replace them with a few related but less expensive keywords.

(4) Improve the conversion rate of click-through rate and business-to-business rate

An idea of search engine marketing throughout the site planning and construction process. It is best to plan and design stage of the network marketing will be integrated into the network, so that not only after the release of the website is not good enough to think back to this issue will save time and money, but also to a large extent increase the network Marketing staff's confidence.

B, web content and search keywords are of great relevance. If some keywords are advertised on Baidu or Google, entering the keywords and logging into the website should be able to correctly enter the location of the webpage related to the keyword. So, if the user enters "flowers" in Baidu, your link will be displayed, and clicking on it will take you to a web page that deals with and betray "flowers," rather than the home page of the site or a page that has nothing to do with flowers , And then through a link to the user to other related products page.

C, measurement, and experiment is the key to improve the conversion rate. In the absence of measurement, cannot improve the conversion rate. Therefore, you need to have a good measurement system to understand the actual situation and test the site's update.

D, improve network brand image, access to customer trust. By actively demonstrating corporate privacy policies, procurement procedures, SSL encryption protection of forms on the site, hundreds of satisfied users are already buying on the site and businesses are provided with easy-to-use contact information such as name and Address and e-mail to help users build trust in the business. Through the articles on the site and the "How to ..." section or newsgroups slowly instill trust in the business over time.

E. Through web marketing software, search engine optimization and ranking auto-detection software, and website traffic analysis systems. Monitoring website reports and finding search terms with high conversion rates and deleting search phrases with low conversion rates is crucial.

F, PPC budget allocation among various search engines is also a factor in the conversion rate. And in the content and design of the site, carefully identify the target customers, understand their exact needs and provide them with what they really want.

Three major search engine companies profit model

1, Google's profit model

Founded in 1997, Google rapidly grew into the largest search engine of its kind for the past few years and provides back-end web lookup services to other portals and search engines such as AOL, CompuServe, Netscape, and more. Able to provide search services in 74 languages, with 400 million images and over 2 billion web snapshots in its database. Since November 2001, Google has set up the AD Words project. "Sponsored Search" is also "GOOGLE" an important business model to make money, relying on this business model, Google has been thriving. Google's approach to "Sponsored Links" is not only how much to pay, but also how many times a sponsor site has been clicked, followed by an independent rank based on "page-level" technology, where the page is linked online The frequency and importance to rank. Google has only two sources of revenue: search technology licensing and online advertising.

2, Baidu's profit model

Baidu search in recent years has found its own characteristics to adapt to the business model and development path. Now occupied 80% of the Chinese search engine market share, while Sina, Sohu, 263 and other portal information retrieval background technical support. With the cooperation with the portal and take in accordance with the site's traffic is divided into, with the site win-win business model. Baidu is now four for the business, the most profitable piece for the auction ranking, but also more mature business Baidu. The other is a software search, which is focused on the development of Baidu's business, there are two are online advertising and solid.