A talk on search and search marketing

Absrtact: At the end of May Semwatch party, because the venue is not large, hot days, the topic of discussion and the current Chinese search marketing practice or a little distance, all kinds of factors, I have already too compact PPT explanation made a further compression. Think back.

At the end of May Semwatch party, because the venue is small, hot days, the topic of discussion and the current Chinese search marketing practice or a little distance, all kinds of factors, I have already too compact PPT interpretation made a further compression. Think back, want to convey a lot of information, most of the estimated failed to convey, mainly to convey information or in the QA Interactive link. decided to write a few blog posts, the ppt of the theme of a slightly expanded. First of all, talk about search and search marketing issues. The topic is the essay, think where to write to where, the thought is divergent, the mistake certainly cannot avoid, welcome everybody to point out and participate in the discussion.

SEM full name is the search engine marketing (search engine marketing), our daily work focused on the search engine, whether it is Baidu or Google, or even smaller search Sogou Youdao, SEM management of the direct purpose is to let our website Ads appear in the highest position to attract traffic. From this perspective, the search engine marketing work has its simplicity, the basic focus on the object is the search engine and competitors, and the search for the user's motives, we may inadvertently ignore the-traffic is not the response to the motive?

It's not right to think like that. Say it right, because very intuitive, users will click Search results to enter our site is because the motivation has been a certain degree of satisfaction, said it is wrong, because there is a blind spot: The user did not click to enter the motivation is not sufficient? In the day-to-day management of SEM, this problem throughout, whether it is the site's own search engine optimization, or paid search advertising, we are trying to cover this blind spot. Sometimes, jumping out to see it may be more helpful to our understanding.

To share the beginning, I mentioned the search and search engine evolution process. This part does not have any direct connection with our search marketing practice, estimated that everybody even did not hear clearly. But understanding the meaning of search and search engines is instructive for search marketing.

Google human flesh search icon

How did the search behavior arise? First of all we know that this is the human demand for information to determine the growth. The Primitive society obtains the information quite simple, the hunting picks the fruit all is the hand ear legend thing. The development of productive forces, the emergence of social division of Labor, which is specialized in the operation of the industry, Cross-industry knowledge acquisition began to become a problem. There are books and education on the tradition of mentoring/family delivery. Traditional education contains a variety of information, as to what kind of information into the education system is determined by the mainstream value. This pattern has been extended to today, so far, traditional education is still the majority of human access to information (knowledge) of the main means. In the process of development, the information and information about "access to information" enters the education system together and becomes more and more important.

The growth of information explosion poses great challenges to the management and information acquisition, in which human beings have to solve a scientific language problem (such as Wittgenstein's "Language Game", a methodological question (such as Einstein's "Philosophy of Science"). On the basis of this language community, it is necessary to solve the problem of information exchange. The name Vannevar Bush was not familiar to me when I mentioned it, but to say that he was the main organizer of the Manhattan Project, everyone might know his historical position. In the article "Thinking Like Us", Vannevar's Memex concept was later developed by Ted Nelson as "hypertext" and "Hypermedia", and became the cornerstone of future search engine development.

Why does "hypertext" mean such an important concept? Look at the definition of Baidu Encyclopedia: "In 1965, Dette Nelson (Ted Nelson) created the term" hypertext "(hypertext). In 1981, Dort used the term" hypertext "in his writings to describe the idea: Create a large global document, The parts of the document are distributed across different servers. By activating a hypertext project called a link, such as a bibliography in a research paper, you can jump to a referenced paper. "Hypertext is still trying to solve the problem that Vannevar is proposing------------class people When we go to college, we live on campus and often have "lying" after lights out. The theme of the lie jumping that is quite strong, a second before chatting about a canteen chicken wings, a second flew to Kilimanjaro Snow, are associative thinking. The organization of information in hypertext cannot be so wander because there is no such a natural brain to store and preprocess all data. For all information, humans must be stored according to certain rules to facilitate retrieval. This system in fact ancient, so-called classics, KU book, are the existing information editing. Gerald Salton Indexing system is mainly to solve the computer platform to obtain information on an organization scheme, such a scheme makes the realization of hypertext possible.

To give a realistic example: we now use WordPress blog, to write the article name, summary, tags, keywords and so on ... When we fill out these items, release them. Search engine spiders put this information into the index library, when the search user that end of the search behavior to meet any of these elements or a few, triggered search results show a link to the user to the target page-hypertext.

These are common sense, there is nothing new in the place. My repetitive chatter here is to show how fragile the existing search is and how much space there is in search marketing. In sharing I talked about three elements of the search engine: Spider crawling, indexing, querying.

Or continue the example just now to explain the loophole of these three elements! When I publish an article on WordPress, I often feel puzzled, which label should I use? How should I pick the keyword? The reason for the trouble is that my blog contains so many words and content, in the end what is the most I want to express it? As an author, I might be bothered; For spiders, the information they have climbed has been discounted. Indexing is the second challenge, and the information that is crawled is not complete, how do you make the most efficient archiving and contact in the index library? This is a very high level of technical work. Although Google's search technology has long been Shong, but in the past few years we remember Baidu's slogan, "Baidu more understand Chinese." Google in China before the force, Baidu's Chinese search is indeed higher quality, because at that time, Google did not have the same full language analysis input. This suggests that indexes are both more complex and more professional, and that there are many professional/vertical search engines that can survive when Google is monopolizing the market. Another angle, the existence of multiple search engines and co-prosperity shows that there is not a fully effective index library can cover all the information archiving needs. Finally, query search. Baidu last year fired a "box calculation" concept, Li entered "Beijing where to find a girlfriend," the input display in the meeting sparked a laugh. Everyone laughs because there is a consensus that some information cannot be found in search engines, and that information is found in a girlfriend. But think back, why do we have such a consensus? When we input the query content into the search box, have we filtered out the half potential information requirements? Are these requirements valuable?

Uncle Joe said: "Desktop Search has developed into the present, where the money is placed." Can be on the mobile terminal, the search has not yet happened! "We know that the next step in the Internet is to move, localize, and we know that mobile search has not yet exploded, and there are huge gaps in the search itself, not to mention voice search, video search, brain wave search, and so on, in the technology discovery phase. Search also has huge growth space, so is search marketing. What we need to consider is that if the search is developed to better meet the human desire for information acquisition, so should search marketing. Obviously, these two points are not satisfied. The current search marketing is still in its infancy, especially in the domestic internet market, where paid search is almost synonymous with black money. According to the definition of economics, the buying and selling behavior is mutually beneficial, why is the domestic search advertising so easy to arouse doubt? For this reason everyone knows better than I, the butcher's "Black Hat PPC" just touched a corner.

In the process of obtaining information, the user should first solve the correlation problem: I want to know the information of stinky tofu, you do not give me water tofu. The second problem is reliability: you gave me the information about stinky tofu, but this stinky tofu is made of gutter water, who dares to eat it? These two issues are inherent in search and search marketing. Because search is done in a wide range of Internet worlds, it is difficult to determine the validity of the results.

Searching is not the only way to get information from humans, not even the most natural way. The power of search is that it is a post trigger--the motivation of the searcher, and then the satisfaction, of course the goal is very strong. However, it is not possible to capture and nurture the motives or potential motivations of users who have not yet formed a search. Traditional marketing methods such as hard wide can play a role in search, we often "brand promotion" word, in fact, the classification of a lot.

And the emerging social media marketing, in response to the weakness of search, the opposite of the road. In social media marketing, the core is strong users and their social networks. Solve the problem of reliability first, then solve the correlation. The butcher is a safe master, Kent's website PR value climbed so fast, the website analysis of the day bank is very reliable, this is the information that I get in the social circle of Semwatch, correspondingly, I will pay more attention to their opinion and evaluation to some aspect, and even to guide and develop the interest and motive that I did not exist. Social Media marketing is the most frightening place is that it is "class people thinking", do not need to rely on Google Baidu, such as entities of the Web site to expand, but can be directly in the client exchange of information, so as to jump open the entire crawl index restrictions, more people to play the subjective initiative. Although Facebook or Twitter has yet to find an effective business model, it has become a Google killer in this sense.

But this is not to prove that the search has been declining, on the contrary, the search for a long way, search marketing is also a long way. Human demand for information access will only become more and more demanding. The growth of search marketing is necessary to adapt to this change, this includes not only the improvement of search engine technology and further justice, more is the whole search marketing industry awareness and operational level of improvement, the search for users of marketing and education, will also include other marketing direction of integration-from the real time search this fact, Search is already trying to incorporate social media factors.

Article Source: Http://semwatch.org/2010/06/searchandsem