Analysis on the position and function of SEO from the perspective of marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In the current era of E-commerce, many marketing agents have to face a variety of marketing methods and means, and in many marketing tools, search engine rankings optimization (SEO) has been widely concerned. Along with the enterprise to this kind of marketing means unceasing thorough understanding and the application, in its work domain also appeared many misunderstandings, especially from the marketing angle, the current SEO work appears many blind spots, even is the erroneous zone, urgently needs to face squarely.

The concept and application status of search engine ranking optimization

The so-called SEO, is a use search engine search rules to improve the current site on the search engine in the natural ranking of the way. Currently appearing in the market SEO means is usually technical nature, mainly based on the current recognition of a number of ranking factors, through the computer simulation of the behavior of visitors, or to promote a ranking factor to determine the value of such means to enable the engine to determine the weight of a Web site or Web page, and further achieve the ranking of the marketing goals ahead.

From the point of view of application, currently appearing in the market of SEO services, is usually based on technology, and research engine behavior and weight determination conditions as the main research objectives and content, by adjusting the content and form of the Web page to meet the engine crawling behavior and preferences to achieve the weight of the promotion and ranking in advance. Although technology-based SEO methods can be in a relatively short period of time to obtain good results, but it is also possible to lose the rankings in a short time. Because the engine itself is in a continuous learning process, the engine will constantly adjust its decision rules on the weight of the Web page, and found that there are cheating in many web pages, the existence of cheating or the existence of possible cheating features of the Web page out of the visitor's view, in this way to achieve the purification of the network environment.

It is also the result of this application of SEO, which determines the long-term technical competition between SEO and search engines, showing the overall trend of this extinction. Although this development has caused the Web page ranking itself instability, but also from a level to promote the technical aspects of the SEO and engine capture and judge the growth of technology, is currently promoting the development of E-commerce technology is a power.

Second, the marketing perspective of the SEO technology development prospects

Although the SEO technology after years of development, the engine algorithm and ranking rules have become increasingly mature understanding, but from the marketing point of view, SEO did not realize its due value.

From the demand point of view, the enterprise uses the technology of SEO overall goal is not to promote the relevant site page to a better ranking position, but need to let more people see the site page, and in an ideal situation, see the Site page people should be the potential needs of the enterprise customers. In such an environment, as long as there is an engine working environment will appear the corresponding SEO work, in addition to the common Baidu and Google Open engine, some of the current high popularity of E-commerce web site internal engine has been SEO personnel's attention, including Taobao and Alibaba. Based on enterprise marketing considerations, SEO to pursue is not only a way to make the page ranking ahead of the technical behavior, and more should be a service to marketing behavior. That is, not only does the engine have to determine a larger weight, but it needs to provide the necessary information to potential consumers to facilitate the purchase. Further, SEO personnel should focus more on the content of the marketing area to ensure that the engine and potential audiences are able to maintain a positive attitude towards the relevant pages.

On the face of it, it seems not easy to create a page that allows the potential market and search engines to hold the same positive attitude, but if you step back and let SEO work a little farther away from the search engine, you'll find that the search engine's working methods essentially maintain a high degree of consistency with corporate marketing behavior. The value of the engine is to put the pages that meet the needs of the visitors in the front, so as to realize their own value, and further survival and development. The essence of providing valuable information to visitors is consistent with the motivation of the company's SEO work. From this point of view, SEO work and engine should not be in the opposite relationship, and more should be in a cooperative state, so as to achieve quality service for visitors.

From the actual operational point of view, although the engine can not independently identify the content of the Web page, and whether it is useful for visitors to judge the characteristics, but the engine to the relevant web pages on the behavior of visitors to judge. Therefore, the urgent task of SEO should be to meet the needs of visitors to and from the page, improve the quality of visitors ' behavior, to improve the ranking position. Currently common and recognized as the engine for the behavior of Visitors and Web page quality measurement based on including the Web page or Web site browsing volume IP, the total number of pages to browse PV, browsing depth pv:ip as well as products are browsing time, jump off rate, external links and other aspects, Although these indicators can be improved through technical or cheating optimization, fundamentally, these factors are also a necessary reflection of the value of the Web page. There is no doubt that a valuable page or website, must be able to use the strength of visitors to the above indicators to improve, this effect will be far too simple technical force and short-term cheating. For this value to increase, it must be based on the Web site and the needs of visitors to the web, or for the enterprise potential consumer needs more in-depth understanding and satisfaction, only for Web visitors more valuable content, to create a longer browsing time and a higher depth of browsing, jump rate will be effectively controlled, And with the improvement of the characteristics of the visitors ' behavior, the engine will find the value of the page, thus improving the ranking to optimize the results, and eventually bring more visitors to form a virtuous circle. Only in this way, is the marketing perspective of SEO work reasonable ecological performance.

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