He Qingyong: Why is search engine marketing so important?

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When users search for keywords in search engines to find your site and click Enter, at this time, you have attracted a visitor from the search engine, if you want to allow more visitors to enter your site in this way, you must take some specific action to use the search engine to attract more visitors, This is the search engine marketing.

With regard to the number of users currently using "search", I think we are all very clear, in their own side, including themselves, every day "search" everywhere.

Mention search, you have to mention another very important concept, that is, search results, it is the same as search, everywhere, with the search results, there is the sort of search results, you probably very clear what the top means? Do you find your competitors in these results? Perhaps your competitor has successfully run search engine marketing, while users search your product keywords, but did not find your site, at this time, search engine marketing may be useful to you. Here are two ways to illustrate the importance of search engines.

Search results Category

The results are divided into two major types: natural search results and paid search results.

1. Natural search Results

Natural search results are the most relevant results when users search for keywords, and here is a reference to search engine optimization (SEO), he will not only help your site appear in the natural search results, but also help promote the "results" of the ranking.

In fact, most of the time we talk about search results, all is said natural search results, 60% of visitors will go to click on the natural search results, because this is the key to his search of the most relevant pages, therefore, this part must be the search engine marketing an important part of, although the time is relatively long, But the end result will make you feel like you're worth something.

2. Paid search results

Many of the search site's profit is paid search results, here more typical examples when Baidu bid, we have a profound impact. Paid search results are mainly paid to enable the site to achieve when users search for a keyword, their own web page information appears in the search results, regardless of their own web page information and search keywords are related. This is a very quick way to attract visitors, so it is being used by more and more search engine marketers.

Others are paid listings, and the total will also be paid search results.

My users are there

There are too many search sites.

Search Engine: Google, Baidu, Yahoo, BING, Soso and so on;

Business platform: Alibaba, Hui Cong and so on;

Shopping site: Taobao, when and so on;

Other Search: Local search site, Super search site (not discussed) and so on.

What kind of "search" do you typically use for your user base, where they are generally concentrated? Understanding the "search", then quickly put "marketing" together.

Combination of search and marketing

When we have a certain understanding of the search, need to combine these search with our marketing plan, will search into marketing, and marketing combination, which needs to break people's traditional understanding of marketing, if your site is the purpose of profit, then, the sale of goods is taken for granted, immediate is not profitable, also need a marketing mix, Reasonable in the control of a portion of the budget to allow visitors to the site to do something, not to buy, not to go shopping, can be free to participate in any activities, participate in a certain vote, etc.

No matter what the purpose of our website is, search engine marketing should have a place in the budget of the visitors that are attracted, even if it's news, even some quiz.

Your competitors may have already applied the marketing mix to paid search results, because advertisers are increasing their budgets every year in search engine marketing, and some have been spending part of their marketing budgets on the optimization of natural search results (SEO).

Search engine marketing is not only popular in one place, it is not a country, but a trend of globalization. The Jupiterreseash company estimates that Europe's search costs will almost double from 2006 to 2011, and that the situation in Asia is even more alarming, and that our Chinese pay-for-search spending is expected to increase by 76% per cent this year, and that there has been a significant worldwide increase in search engine marketing.

Why is search engine marketing so hot?

1, the search for potential users: every day there are a large number of potential customers in the use of search, you only need to spend a little money to do, the most basic reason is that these searchers he also bought products, according to statistics, 100 searchers will have 33 will produce the purchase behavior, while the others are doing some online survey Compare or do something else.

If you feel that your customer does not search your product online to make a purchase, search engine marketing is not worth the expense. Please note that the Swedish Internet monitoring agency Pingdom released the top 20 internet countries in the world, from this ranking, the number of Internet users has reached 1.8 billion, The number of Chinese Internet users is 420 million, your customers online, and through the search to generate the purchase behavior, your site should be ready for these visitors to appear in the visitor's keyword search results. Other search engines will also have statistical data query, such as Baidu Index (index.baidu.com), for the keyword index, this data is not real data, only as a reference.

2, search engine marketing cost-effective: In addition to the above search for potential users, another very important reason, that is, search engine marketing is the value of things.

At present, you can generally think of the marketing methods can be carried out, traditional sales, exhibition publicity, advertising investment, email marketing and so on, you in these marketing methods of investment and get the reward? If you want to invest in your search, you need to reduce your investment in other marketing ways, Once you realize that spending the least amount of money can achieve higher value, you will be very simple in making a decision to reduce some of the existing marketing tools of the budget to invest in search engine marketing.

3, search engine marketing has been widespread: at present almost all as long as the company involved in the Internet, there will be search marketing this business, and these companies are springing up a large number of emerging, generally have these:

Search Marketing Consultant: These are generally provide SEO Consultant (SEO Consultant) or search Engine marketing consultant (SEM consultant);

Traditional advertising agency: before some traditional advertising agencies have begun to accept Internet advertising, starting from the banner, and gradually began to think of the search field to enter.

Interactive advertising agency: These companies are relatively broad business, almost can be said to be network marketing.

Website production company: Traditional Web site production companies have already started to expand search engine marketing services, generally for search engine optimization (SEO) and paid marketing.

These companies are competing for the growing cost of interactive marketing, maybe you've already started working with these companies, or you're looking for search engine marketing partners, and it's important to put some of your marketing budgets on the search because you'll see that it's really challenging to get ahead.

Source: He Qingyong SEO Blog (www.scseoer.com).