Analysis of User keyword search behavior in sem

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When users use search engines, they want to be able to find their ideal results on the first results page, and when they can't find a satisfactory result, the user will try the back page in turn, but the number of results pages that can be accessed by the user is limited. According to the U.S. marketing agency, "2006-2012 American Netizen Search Behavior Analysis" report shows that more than 90% people will be on the results page in the first three pages of the decision, if not found the appropriate results will give up the search or select other search engines. Iprospeet Because of this characteristic of user search, it is necessary to study the user search behavior in SEM.

The concept and operation mode of SEM

SEM (search Engine Marketing) namely search engine marketing, is the website refers to according to the user uses the search engine the custom, uses the payment promotion way or optimizes the operation way, causes the website some key words in the user's search result page ranking as far as possible, thus guides the user to click, To achieve brand display and promote sales. Here the payment method, mainly refers to search engine search extension services, users through the payment of account opening fees and deposit fees, depending on the cost of each click you set for the key words of the bid, the quality of keywords and ranking love

Condition Click on the user charges. Optimization means SEO (search Engine friendly), which is based on the characteristics of the search engine index, the site structure, content construction programs, user interaction and other aspects of the rational planning, so that the site more suitable for search engine retrieval principles of behavior, Therefore, through SEO can make the site more easily indexed by search engines and by the top ranking.

Second, pay promotion and SEO comparison

Whether it is paid to promote the way or SEO, the ultimate goal is to develop based on search engine marketing, and search engines to reach a set of benign symbiotic relationship, to achieve high targeted product or brand promotion. At present, many domestic network service providers are under the banner of SEO, stating that no need to use the search engine paid services, as long as through the SE0 can give customers access to improve the purpose, this kind of commercial propaganda makes many industry practitioners and academia think seo~u pay promotion is opposite, Only SEO needs to study user search behavior. However, in fact, pay promotion has a prerequisite, is to choose good keywords. If the customer is unfamiliar with the heat characteristics of the keyword, the role of pay promotion is also difficult to reflect, on the contrary, if through the analysis of consumer search behavior reasonable to carry out paid keyword services, not only the expected key words can bring considerable traffic, some of the expected keywords can also bring visitors to the site and potential customers. However, whatever the website, as long as the implementation of SEO, can reduce some of the key words paid service delivery, this is because through the site structure of the SEO site, Code writing specifications, page content and the quality of the chain will be constantly improved, in search engines on the site of high ranking keyword number of limited system, Some of the key words of the natural rankings have been more satisfactory results, the increase in customer order conversion rate, the site can focus on other natural rankings by the post-keyword through the way to promote search engine marketing.

Third, user search behavior analysis tool

Now, in the domestic search engine market, Baidu occupies 84.3% of the market share, 95% netizens have used Baidu, is the absolute giant. Baidu every time the launch of the search engine analysis tools, are worthy of network marketing practitioners and customers to study, master. Currently more commonly used user search behavior analysis tools have Baidu index, Baidu Promotion and Baidu Webmaster platform.

(1) Baidu Index

Baidu Index is the key word hot trend analysis tool, users can query one or more keywords at the same time a period of heat trends, the time period can be 1 years can also be one months or the day, combined with other keyword comparisons, time period comparison and regional comparison for users to provide keyword selection reference. Because Baidu index is often based on the search heat, need to reach a certain heat can be counted out, so many micro-flow keywords or new key words can not use the tool query analysis, there are certain limitations.

(2) Baidu Promotion

Baidu Promotion is the Network Alliance promotion, bidding rankings, Baidu Shangchao and other business Products page, but users can register to become a free Baidu to promote the membership, inquiries to more detailed than Baidu index keyword search heat data. At the same time can be based on the Background keyword Recommendation tool, to obtain other related keywords information.

(3) Baidu Webmaster Platform

This tool provides site sitemap, index query, crawl exception, page optimization recommendations, by the black monitoring, traffic statistics and other services, through the tool, the site's managers will be easier, faster, more comprehensive search engine marketing to make a judgment analysis, according to the tool analysis results guide the improvement of the site.

Analysis of User keyword search behavior in sem

(1) Multiple keyword combinations

For a keyword, there are many combinations of words, because different people have different words for something. In the SEM, we need to do primary and secondary analysis of the key words that the user determines, and then make a reasonable combination of keywords. For example, a li-ning sports shoes site, may be "Li Ning Sports Shoes" Such a popular keyword can not allow users to search the results page, but after the combination of "Li-ning Sneakers" to "sneakers Li Ning" or "Li-ning Shoes" and so on, the results will be different. In addition, many users also like to add punctuation or space, such as on the regular meeting "Li Ning, sneakers" or "Li-ning Sneakers" and other keyword search, these will also bring considerable traffic to the site, in the process of SEM worthy of attention.

(2) long tail keyword is becoming more and more common

In recent years, the research on the long Tail theory of domestic sem gradually heats up, because the long tail theory contradictory with-]k law puts forward to re-examine the thinking of the niche market, which makes many small and medium-sized websites flock to the long tail keyword. This is because most of the site from the top of the list of keywords to bring traffic, so the long tail keyword research becomes inevitable. This requires the site SEM implementation of the site's products, services or other information on the core content of a certain understanding, determine the main keyword, and then with the help of the above search behavior analysis tool for the site's main keywords to expand, select the corresponding long tail keywords. For example, Jiuzhaigou Scenic tourism site through the search engine analysis tools to understand in addition to the "Wulong attractions", there are "Wulong travel Raiders", "Wulong Self-Help Tour", "Jiuzhaigou where" and "Jiuzhaigou Tour line recommended" such as long tail keywords, although this part of the keyword may only account for the site visits 20%, but this 20% The order conversion rate is higher than the other 80%. Therefore, the longer end of the keyword more targeted, in the User keyword search behavior analysis, long tail keyword can not be ignored.

(3) False input of user

Incorrect input includes the user's language errors and spelling errors. This part of the Special keyword source can also be obtained through the Search Engine analysis tool. For Chinese mistakes, the most common is typos, such as "Taobao", through Baidu Index query can be clearly found that many users have entered the search "Taobao net" "Purchase Information" was incorrectly entered as "XX to get enough information." The spelling error is mainly a mistake in English spelling, for example, "SONY" will be misspelled "SONNY", "Barbie" was wrongly written as "Babi" and so on, in addition to the input method is not in time to switch over and the Chinese keywords in pinyin to write the wrong input of the situation exists, The flow of special keywords caused by these false inputs is also considerable.

This article by the Wulong Self-Help Travel Information Network (http://www.gowulong.com) to share, stationmaster finally to say is, only 20 years time, the search engine has changed the people life and the work inquires the information the custom, SEM based on the search engine also profoundly changed the traditional network marketing practitioners of the thinking habits, site operators and SEM services only to fully study the user search behavior can effectively carry out SEM, so that enterprises products and brands in the fierce competition in the Internet market to win.

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