Search Engine Marketing And Search Engine Marketing Plan

Websites can use a series of online or offline marketing and communication skills to attract traffic.

However, Search Engine Marketing (SEM) is unique to the network environment.

Search engine marketing refers to any effort to attract visitors by improving the visibility of websites in search engines.

No matter how people define it, search engine marketing is an important means to enable websites to attract new visitors.

It includes search engine optimization and paid search.

At present, search engine marketing has become the mainstream way for enterprises to launch network marketing activities.

This is mainly due to the fact that more and more Internet visitors use search engines to get information.

Data show that about 90% of Internet users will use search engines.

In particular, recent research shows that commercial buyers are widely using search engines, especially in the "knowing", "research" and "selection" stages of the procurement process.

This is a good guideline for enterprise network marketing.

At present, there are two strategies for search engine marketing.

One is search bidding advertising (a kind of paid search), also known as Keyword Advertising, also known as content related Contextual (Contextual Advertising), which refers to buying keywords at the search engine site. When the keyword is searched by the visitors, the advertising message can be displayed.

For example, advertisers can buy the word "car". When users use the word search, advertisers' banner advertising or information will appear on the alliance website or search results page.

Some enterprises are already familiar with Baidu's "enterprise promotion", which belongs to search bidding advertising. Its characteristics are: the search results ranking position of keywords is purchased to show your advertisement. This location appears in front of the natural result (on the left side of the Baidu search results page, after the summary of the competitive bidding website, the word "promotion" shows that the result is obtained by paid purchase, while the word "Baidu snapshot" indicates that the result is naturally ranked).

Google Adwords keyword bidding advertising has gradually become familiar in China.

These two kinds of bidding advertisements are the mainstream way of search engine marketing in China.

The second important strategy is Search Engine Optimization (SEO).

It is aimed at the rules of search engine's ranking and ranking. It adjusts the key words, structure, content, page elements and external links of the website, and facilitates the algorithm processing, making it easier for search engines to find and index, so as to achieve the purpose of ranking search results for specific key words.

This activity is particularly important for foreign trade enterprises, because Google is a world-renowned search engine, and it has a leading position in many countries. The left side of its search results is entirely natural.

The enterprise website can get the ideal location on the left side of Google, which will bring a large number of stable and potential customers to the website.

This has been proved by some export-oriented enterprises in the practice of search engine marketing.

We can learn from the definition that search engine optimization is closely related to the enterprise website. A large part of the optimization work is to adjust the website to meet the search requirements.

On the contrary, our business will wonder why the website is not optimized when it is built.

Why not build websites according to optimized standards?

Indeed, due to the rapid development of the Internet, many network construction companies lack the knowledge of network marketing and search engine optimization, so the website for enterprise construction can not meet the requirements of optimization, resulting in the need to revise the website.

Now, some professional network marketing consultancy companies propose that the concept of enterprise marketing portal construction is different from the general station service. The purpose is to build enterprise website based on search engine optimization and following the user usability principle to improve website conversion rate, that is, the ratio of visitors to customers.

The purpose is to make the website truly become the marketing machine of the enterprise and bring real benefits to the enterprise.

We will write a special discussion about what standards the marketing portal should have to help enterprises avoid duplication of investment in this field, resulting in unnecessary waste.

Now let's talk about how to develop a search advertising plan:

Paid search is a way to give manufacturers the chance to enter the top ranking of major search engines.

At present, search engine marketing is showing explosive growth. This is because advertisers have strong control over advertising and can get accurate paid search results.

We have developed a nine step plan for enterprises to conduct search and auction advertising activities. According to the methods and procedures listed below, enterprises can enjoy excellent advertising effects from the unique media of the Internet.

Step one: Research

First, use all the potentially relevant words and phrases to organize the search vocabulary list as thoroughly as possible.

Using search engine research tools can help us achieve this goal. Here we introduce the keyword research tools of Google (https://adwords.google.com/select/KeywordToolExternal) and Baidu (https://www2.baidu.com). Note: Baidu keyword research tools need to be registered, and the accounts after registration have one month probation period.

Through these tools, you can get the relevant keywords and popularity of the industry, and you will find many words that you never think of, but many people use.

The second step: expand

Think about all the words and phrases that potential customers may use as far as possible.

For example, sometimes a potential customer may not even know the solution of an existing problem, such as a computer virus, or search according to the symptoms such as "computer crash" or "slow computing speed".

In addition, we should also consider the different types of decision makers and their script src=>