Discussion on the experience of SEM: Key words

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SEM work in the end have the technical content? Do this thing also counted for a while, and a lot of friends talked about this topic, some friends of the work of SEM professional gadget in fact, also some friends of the SEM professional derogatory to be worthless. As for the technical content of how to do not say, in terms of personal experience, SEM from the macro level, the main three levels:

Strategy layer: Right marketing thinking (who am I?) what am I going to do?

Skill Layer: Reasonable keyword layout (what words to choose?) and what kind of ranking ...

Maintenance layer: Continuous optimization, seek the best.

Today, Li June is mainly talking about the problem of the key words in the skill layer, which is quite basic, but not everyone has thought deeply about this problem. When it comes to the search for paid customer friends in some traditional businesses, when it comes to choosing a keyword, the general answer is: "By feeling, I choose what word the peer chooses, and think about what word I will use ..." is not to say that there is anything wrong, but to say, If the key words do not have a general grasp of the overall picture, the initial point of success easy to achieve, the latter want to further upgrade on the difficult.

What is the key word of the big picture? First, look at the keywords from two different dimensions:

0 Customer Dimension:

Look for brand words: Horn English, Horn Learning, horn education (Clear Object) ...

Look for product words: English training, Advanced English, English Education (common objects) ...

Look for information: English, Foreign language (vague objects) ...

0 Enterprise Dimensions

Words with high returns, words in return, low returns

Combine two dimensions to see:

Note: "Low return" ≠ "no Return"

I believe that after reading the above picture, even though Li June does not say much, we can develop the following practical problems:

1, I am a small business, no brand, just want to make some orders to earn a little money, how to vote?

2, my enterprise strength can also have their own brand, but there are many places to spend money, how to vote?

3, we are large enterprises, have a strong brand support, and have a full range of ground advertising support, how to vote?

4, I just sell an indicator, how to vote?

5, I need to cultivate and occupy a larger market, how to vote?

The key words of the big picture in the SEM technique layer is very important foundation, but does not represent all, the actual operation time skill layer needs to accumulate unceasingly, for example through "The root combination" the way to cover the customer possibility search, may refer to Li June previous article [bidding ranking experience to talk: The keyword chooses five steps] in the related content. First here, next time to talk about, welcome to the exchange of the actual experience 290240230@qq.com (West Shu Spider-Li June)