Creativity is the core competitiveness of search marketing

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When you are in search engine marketing capital budget investment is not soft, and each have a professional search marketing executives, this time how we in the Search engine marketing hot competition to stand out? This problem, I have been thinking, suffer from no solution. Recently had the opportunity to go out frequently, with a lot of search engine marketing practitioners have discussed. Now finally understand that the original creativity is the core competitiveness of search engine marketing.

First, Robin looks at two screenshots of the search results and then does a correlation analysis.

The above picture shows 3 Baidu bidding ads. If you see the above ads in Baidu, which will arouse your interest? I'm sure I'll order the first ad, because this ad description in three is the most attractive. The same is the sale of insurance, why only the Ping an group in the sale of accidental insurance, but also send the ipod? For now, this is the first ad, of course, the absolute advantage. I think that even if Ping an is in 3rd place, it will probably get no less than the top two hits. In addition, in the description part of the search results, ping An group PPC advertising text more concise and powerful, and released the search users want to get information.

The image above is the natural search results of Google's search engine. In a large number of Web page titles so long search results, IT168 notebook topic of the shortest page title, in the form of expression, it and other results show the most differentiated. Although IT168 's Web page is not ranked first, I want to search for users with less attention.

Through the above two specific cases, we can from 2 aspects to creative your search engine marketing:

Advertising promotion skills: to know that the search results in the information is facing the user, you release the text message to be able to impress the search users. Like in reality, there are a lot of people in the pedestrian street in front of a row of physical stores passing by, shopkeepers spend their minds to pull passers-by into their own shop, only those who can say the advertising language with the temptation of the owner will have the advantage. Promotional skills, I remember the more classic promotional cases on the number of "buy one Get One".

Information presentation differentiation: A lot of websites want to deploy as many keywords as possible in the title of the page, do you want to do the same? The rational choice is not to blindly follow the example above, the 2nd case is the best description. In search results, a large diversity of search results often attract the attention of the search users. The title of others is short, then you are longer. The description of others is much, your page description as little as possible.

When search engine marketers have a deep understanding of the role of creativity, you will find that the blind pursuit of keyword rankings is irrational. Of course, if your creativity is good enough, keyword ranking also occupy the advantage, this is the ideal situation.

Author: robin@ Search engine Optimization technology research

Original download: Point stone interactive search Engine Optimization Blog

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