Network marketing tutorial-seo Chapter 1 network marketing (medium)

Section 1 Classification of network marketing

I, Search engine marketing

The basic idea of search engine marketing is to allow users to discover information and learn more about the information they need by clicking on a website or webpage. When introducing the search engine policy, it is generally considered that there are two main objectives of the search engine optimization design: to be indexed by the search engine and to rank top in the search results. This is already a matter of common sense. Most network marketers and professional service providers set their search engine targets at this level. However, from the current situation, it is not enough to be indexed by a search engine and rank first in the search results, because such an effect does not necessarily increase the point-to-point rate of users, and it cannot guarantee that visitors are converted into customers or potential customers, therefore, it can only be said that there are two basic objectives in the search engine marketing strategy.

 

Search engine tools can be used to achieve four levels of marketing objectives:

 

(1) indexed by search engines;

(2) ranking first in search results;

(3) increase the user's click rate;

(4) convert a viewer into a customer.

 

In these four levels, the first three can be understood as the search engine marketing process, and only converting viewers into customers is the ultimate goal. In general search engine optimization, the first two primary goals can be achieved by designing the webpage title and meta tag content. (If you log on with a paid account, you can directly achieve this goal, you do not even need to consider website optimization issues ). To achieve high-level goals, you also need to further optimize the design of search engines, or design websites that are friendly to search engines as a whole.

 

The importance of websites to search engines

 

No matter what level of goal, you need to work hard on website design. Network marketing started before website construction, but the current situation is that most websites have not considered the promotion requirements during the construction process, website planning and design are often handed over to professional design companies, or technical staff of the company, and the promotion will not be considered until the website design is completed and released, but this approach is incorrect. Building a marketing-oriented website is the basis for the success of network marketing. The website's friendliness to search engines is only part of the need. Therefore, it is best to combine the network marketing idea in the Website planning and design phase. This will not only save time and money, but will not only make the effect worse than after the website is released, but will be considered again, at the same time, it also greatly increases the confidence of network marketing personnel.

 

Mutual friendliness means that the website design is friendly to the search engine. Only the feedback from the website can attract users to click more, so that the website can get more visits and achieve the best marketing effect, this is also an aspect of "Creating an online marketing environment", that is, creating the relationship between websites and network service providers. Websites that are friendly to search engines are actually user-friendly. Users can easily find the desired information on such websites, if you can easily copy, save, and forward valuable information to yourself, you can easily retrieve and browse product information and register or purchase the product.

 

Poor search engine performance

 

The website design is unfriendly to the search engine and manifested in multiple aspects. The worst thing is that the search engine cannot retrieve information, or the returned Retrieval Information makes the user look unappealing. The main reasons for unfriendly websites to search engines are:

 

1. There is a large amount of text information that can be searched in the form of images;

2. The webpage has no title or the title does not contain valid keywords;

3. There are few valid keywords in the webpage text;

4. The website navigation system "does not read" the search engine ";

5. Some database information is "confidential" to the search engine ";

6. No other websites provide link clues for comparison.

 

Some enterprise websites place great importance on the visual effects of web pages, especially the homepage. They often want to use complicated images or rich media such as flash to display their corporate images, although these images can attract people's attention, from the perspective of search engine optimization, there is no value or even side effects, making the search engine unable to retrieve, users cannot find this website through the search engine.

 

Therefore, we should pursue aesthetics while taking into account the practical conditions, rather than putting aesthetics first. We would rather give up the appearance of the outside when the two must make a trade-off. Because there are no fully consistent evaluation criteria for the visual effects, but the search engine has a common search basis. If the search engine is not friendly enough, the loss will be its potential users. There is another important reason to emphasize the practical use of websites: when users come to a website through a search engine, they do not want to enjoy the visual effect of the webpage, it is used to obtain information related to the keywords used in the search engine. As you can imagine, if a user enters a website but does not find the information he needs, his only choice is to leave as soon as possible, which is probably not the expected result of the website operator.

 

 

Another Search Engine Optimization Design Concept

 

According to the above analysis, in order to ensure that the search engine is more friendly to your website, so that the website is more easily discovered and clicked in the search results, you need to pay attention to adapting to the characteristics of search engines from the website design stage (to create a friendly environment for search engines: provide keywords suitable for search engine search and appear in the appropriate location, guide the search engine to further analyze the website content, and obtain as many links as possible for other websites ).

 

When a website appears in an ideal position in the search results, there are still some problems. Let's look at an example:

 

Search engine: Google

Keywords: teacup

 

Search Result example (displayed on the first page of the search result ):

 

* ******* Network

| Homepage | news and announcements | institution | Laws and Regulations | patent market | patent application | statistical letter

Interest | patent search | online consultation | online investigation | IP Forum |. Yufeng 2 teacup (excellent patent

Prize)... is it a manufacturing method of active porcelain ball filler? What is the integral case of the three-wheeled vehicle differential?

Yufeng 2 teacup ....

 

When you see these search results, it may be difficult to determine whether to continue clicking the search results, because the summary content does not show a great relationship between the web page and the cup. However, this situation also reminds us that the text-only website navigation system is more information than the navigation bar in the image format in the search engine, and if the column name is set properly, you can determine whether the website contains the information you need through the navigation bar, and decide whether to click the information on the website (webpage ). Because the user uses different keywords for retrieval, the summary information of the page content is different, and the keywords used by the user are subject to great uncertainty, although they cannot take care of all the keywords, however, it is necessary to carefully design the main keywords to achieve the best search engine optimization effect and lay the foundation for achieving the advanced goal of the search engine.

 

II, Soft Text Marketing

As the name suggests, it is a "text advertisement" written by marketing planners or copywriters of advertising companies ". Compared with hard advertisements, soft texts are called soft texts. The essence of a soft text is a soft text, which is like a hidden needle. When you discover that it is a soft article, you have been down to the well-designed "Soft Text advertisement" trap. It pursues a kind of effect of spring rain and silent resources. If it is said that hard advertisements are the Shaolin kung fu of foreign companies, soft texts are hidden needles, and the Wudang boxing method of soft kegang is the most effective marketing means.

Through Soft Text, enterprises can actively expose some of their events that require publicity or advertising to printed media such as newspapers and magazines, in order to achieve the effect of advertising and improve the enterprise's popularity and reputation. At present, soft text has become a very practical propaganda Method for enterprises. Corporate Planning departments often take Soft Text advertisements as an important task, and often cannot achieve the effect of hard advertisements.

 

III, Blog marketing

A core task of blog marketing is writing. Why is the role of writing so sudden in blog marketing? On the one hand, the goal of writing is PR writing, which strengthens the cognition and trust between customers through text; on the other hand, it is notebook writing to enhance the emotional communication between enterprises and customers; on the other hand, in combination with the SEO optimization work of search engines, it promotes marketing and promotion of search engines.

 

     If you write, I believe! However, not everyone who writes will write articles that work with blog marketing. Next, let's talk about the writing skills in blog marketing.