Zhang He: SEM team building

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What is SEM, SEM status, SEM team construction detailed

SEM is search Engine marketing English initials, Chinese meaning is search engine marketing. Sem sometimes refers to search Engine marketer, the person engaged in search engine marketing. SEM is a new form of internet marketing. SEM includes SEO and PPC two parts.

SEO is search Engine optimization English initials, translated into SEO. As a profession, the United States began to form formally in 98, the domestic 2004 began to form formally. Seo sometimes refers to search Engine Optimizer, the search engine optimizer. The optimized site will not only improve rankings in Google and Baidu, but the rankings will affect any search engine in the world.

PPC is pay per click of the English initials, can be free translation for Pay-per-click Advertising, the typical representative is Google right ads and Baidu bid rankings.

Search engine Marketing (SEM) advantages

SEM is to do a comprehensive and effective use of search engines for network marketing and promotion. Sem pursuit of the highest cost-effective, with the smallest input, the largest access to the search engine from the volume, and generate commercial value.

SEM can be in search engine brand maintenance, the brand's negative information as little as possible in front of the search users, can prevent competitors in the network malicious framed. At the same time can be in the promotion of positive and commercial information to achieve the goal of brand promotion.

The status of Search engine marketing (SEM)

With the universal application of SEM and in China's rapid start, whether it is SEO, or SEM are focused on the Internet, the new market development. I have always believed that our future is good, because as long as the search engine exists, our value will be infinitely high. Survey shows that in developed countries such as Europe and the United States, SEM is a very popular enterprise external marketing means. They are accustomed to establishing brand identity, enhancing brand trust, and further engaging consumers in activities and buying their own products in the tiered market of the Internet.

Google, the world's largest search engine, has an astonishing 200 million hits a day on its engine, and is still growing in shape as the internet grows. Since 2004 began as a new form of network marketing into China, just 3 years with the rapid development of China's Internet, SEM has been more and more manufacturers, agent dealers adopted, and become an important external marketing tool.

SEO for the major forums are discussed, and then SEM is very few people mentioned. This can only explain the number of people engaged in SEM is very few, because often many SEO has the technology, basically do their own website, also do not want to join some enterprises. Because it is possible to collect tens of thousands of monthly, which also caused the SEM team is one of the few reasons.

What is the SEM team

SEM team is deep in the major E-commerce enterprises within a team, seo→sem→ marketing department-→ corporate brand, SEM (search Engine Marketing) Chinese translation: Search engine marketing, SEM is a new network marketing and promotion. SEM to pursue the highest cost-effective, with minimal input, to obtain the largest search engine access, and generate commercial value. SEM can be in search engine brand maintenance, the brand's negative information as little as possible in front of the search users, you can prevent competition in the online malicious framed. At the same time can be in the promotion of positive and commercial information to achieve the goal of brand promotion.

The difference between SEO and SEM

SEO is part of the SEM, SEO and SEM is the main goal of the difference:

SEO is mainly for the ranking of keywords, site traffic, the structure of the site, search engine pages included in the data.

SEM is based on the SEO technology to expand the search engine to bring the commercial value, planning an effective network marketing program, including a series of web site operation strategy analysis, and implementation, marketing results to detect.

Search engine Marketing (SEM) service main mode

From the marketing point of view, for customers to develop and implement the SEM strategy to meet their needs, so as to improve the site's efficient traffic and conversion rate, to obtain more potential customers attention.

1, bidding rankings, as the name suggests is the site can be collected after the search engine, pay higher rank the more forward; Competitive ranking service, is by the customer for their own web page purchase keyword ranking, pay-per-click Service. Customers can control their ranking in a particular keyword search result by adjusting each pay-per-click Price, and can capture different types of target audiences by setting different keywords.

The most popular pay-per-click Search engines in the country are Baidu, Yahoo and Google. It is worth mentioning that even if it is done PPC (Pay per click) paid advertising and bidding rankings, it is best to search the site for SEO design, and the site will be logged into the major free search engine.

2, the purchase of keyword ads, that is, in the search results page display ads content, to achieve advanced positioning, users can change the keyword according to need, the equivalent of different pages in rotation ads.

3, Search engine optimization (SEO), is through the site optimization design, so that the site in search results in front. Search engine Optimization (SEO) also includes site content optimization, keyword optimization, external link optimization, internal link optimization, code optimization, picture optimization, search engine login.

4, PPC (Pay per calls, in accordance with the effective call charges), such as: "TMTW call to Pay", is based on the number of effective telephone charges, purchase advertising is also known as PPC.

At present, SEM is in the development stage, it will become a professional website and even E-commerce development.

Search engine Marketing (SEM) process

Business Analytics: Identify what business goals the site is going to achieve. For example: Sell a product or provide a service.

Market research: Find out how people search for websites. Specifically, including the investigation of commonly used keywords, mining has not yet been recognized by competitors, cost-effective keyword, investigate what competitors are doing, how to do search engine advertising, which sites are most worthy of the link to this site.

Search Engine Optimization: The premise of this step is to find the right keywords. It's a waste of time to optimize for keywords that are rarely looked up. With the right keyword, you can optimize the URL of the Web page, title, META tags, body headings, body content, ALT tags, links. For those who have frame, FLASH animation, use the database dynamically generated pages of the site also need to do further work.

Implementing a link strategy: Many search engines judge the importance of your site based on how important it is to your site. Although the number of these sites is better, the quality is more important. Implement a link strategy to ensure that your site is deeply interconnected to the Internet.

Submit to the search engine: the site is optimized and can be submitted to the search engine. There are thousands of search engines, of which really important only a small part. These search engines for other search engines, portals, corporate sites to provide search results, the key is to have a good ranking on these search engines. While some of these search engines allow software to automatically submit new sites, in an increasing number of cases, manual submissions can guarantee a successful submission. All major catalogs require meticulous manual submission.

Search Engine Fee Service: Search engine more and more to introduce paid collection, pay ranking, click the operating mode of charge. Not using these fee-based services will make you lose half the viewers. The advantage of these fee-based services is that the results are clear and quick. The free collection of search engines usually takes 6-10 weeks, and the catalog may take more than 6 months depending on the category you choose.

Manage Search Engine Marketing: Track the ranking of target keywords, according to the server log to analyze what search engines visitors come from, what keywords to use, adjust the page code and content, calculate click on the rate of return on advertising investment, evaluation of its effect good or bad. In fact, the search results are always in fierce competition. If your competitor sees you rank well, they won't let that state stay.

Search engine Marketing (SEM) team building

I. Search engine Bidding Management

Second, search engine optimization (SEO)

Third, keyword management (due to the actual situation of enterprises, if the enterprise large-scale products are very large, need to have responsibility for the work of the Commissioner)

Product promotion, also can be called Network Information release (if you want to make your products occupy the Internet more proportion)

V. Corporate brand Management (Internet)

SEM with the function of the search engine constantly improve, the future work of SEM team will be more difficult.

Search engine Marketing (SEM) team members basic functions

SEM more and more fire, but how to let SEM play to the real role, to achieve the real purpose of SEO, the need for Web front design, web background design, SEOer, website editing, website planning.

Front desk design function: Proficient in photoshop,fireworks,flash,div+css,html, etc. Make the page beautiful, bring a better user experience, and made to facilitate the search engine included in compliance with international standards of the standard format Web page file.

Website background functions: Proficient in Web programming and database, so that the powerful use of the site to achieve a better user experience and search engines included.

Seoer function: Proficient in the factors affecting the ranking of the site, and has the ability to transform the theory into practice, proficient in the major search engine collection rules, ranking algorithm, understand the international election seoer dynamic and knowledge, website search engine optimization with international advanced level.

Web site editing functions: Written materials for the site writing, people who know the technology is not all good writing, for the reader to accept, the site editor to do is to write more attractive readers of the article, do some substantive content, by users and search engines to accept.

Website planning function: To understand the development of the Internet, understand the needs of customers in order to achieve the establishment of network marketing through the purpose, familiar with the operation of the Web site and profit model, thinking agile, as the entire SEM team leader, the need for a very high awareness and strong analytical ability, to write a better plan for customers.

Zhang He: 1998 began to focus on the Internet, E-commerce, industry website promotion, search engine optimization, website operation of the profit model analysis has unique experience. June 2008, the establishment of Xuzhou enterprises to win the network Marketing planning studio, to win marketing, for enterprises to provide one-stop network marketing consultancy services to help enterprises to win a broader market. Xuzhou Online Gift City is now the Network Marketing Center Operations Manager, responsible for Xuzhou E-commerce gift Industry Portal Marketing Planning and promotion.