How to do six steps to promote the search engine marketing bidding

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Search Engine Marketing, abbreviated as SEM. In short, it is based on the search engine Platform Network marketing, the use of people on the search engine dependency and use habits, when people retrieve information as much as possible to transfer marketing information to the target customers. Search Engine marketing methods have many such as: bidding rankings, website optimization, paid search engine advertising, keyword ads, classification directory login, address bar Search, site link strategy. The following Qingdao SEO from the aspect of bidding ranking to talk about the search engine marketing process of some skills;

(1): choice of words to determine the effect

The so-called choice of word effect meaning is to choose a good keyword. The techniques for choosing keywords in different industries are not the same.

Select keywords when the general bidding background will be the key words recommended tools:

Generally speaking, website keywords can be divided into six categories:

A): General words: the proportion of such keywords in about: 40% or so.

B: Geographical terms such as the proportion of such keywords in: About 30%.

c): Product (service) Word this kind of keyword proportion in: About 20%.

d): Holiday words such as the proportion of such keywords in: About 7%.

E: Brand words such as the proportion of such keywords in: About 3%.

Because you can choose the Site keyword in accordance with the above key words accounted for the proportion to choose the appropriate site keywords.

Keywords should be in the choice to meet two points:

A): As far as possible to cover all products and services

b): To meet the target users of the search needs

Keywords or creative choice of principles and ideas are as follows:

A): Key customers, clear, real, accurate

b): The title of the first 11 words as far as possible to express the meaning clearly

c): The title as far as possible include keywords, highlighting product/service advantages

D): Find the intention of customers more concerned about what

E: If the website is to do E-commerce, in the choice of keywords and titles, such as the number as far as possible is: 198,298, the general customer for this category of not 0 digits, very sensitive, once remembered, it is difficult to forget.

(2): Search long Tail keyword law and 28 law

Search marketing process of "28 law", meaning that the enterprise 80% of the revenue is by 20% of the product, but for the site to do search engine marketing, to a large extent 28 of the law of 80% of the long tail keyword coverage will also produce great benefits. Combine the 28 theory with the long tail theory, looking for a long tail in 20% of the mainstream products.

Search engine marketing based on the "28 rule" traffic structure is unsafe, should be committed to find "28 law" and "long Tail theory" of the combination of the Search engine optimization project, so as to achieve the network "win" sales. Reasonable scientific website traffic structure should be from the "28" rule to the "Long Tail theory" evolution, because "28" represents the main customer of the enterprise, "long Tail theory" represents the excavation of potential customers. Whether it is the "28" rule or the "long tail" theory, each has its own pros and cons. In doing the bidding can be appropriate to choose some of the core keyword delivery, and then a large number of search for potential customers long tail keyword, according to the actual needs of customers, at any time flexible transformation strategy, in order to obtain the most effective marketing results.

(3): The influence of 15/7/5 formula on website traffic

From a number of search engine bidding backend analysis that: the first auction site, assuming traffic is: 15, then the second traffic is 7, the third traffic is 5. So you can see the first and third site traffic, the difference is 3 times times or even 3 times times more. So choose the right word, in the case of budget, the ranking position is very important to the traffic of the website.

(4): Search Internet search decision chain

Whether we do SEO or do sem, in the launch of keywords or in the work before, we need to understand the Internet users in the final telephone consultation before, do those things, what happened to those processes, from these processes to intercept customers, and strive to guide customers to our site landing page. In short: Understand the search habits of the target group.

Internet users in the beginning of the search to the final telephone consultation, generally is to go through five processes.

A): Knowledge

Many netizens don't know what they want to do at the beginning, such as a potential customer for a final trainer in a foreign language. He would do the following search: "What is a well-paid job?" And so on. This is like Baidu know knowledge marketing.

b): Information

On top of that, after searching for a well-paid job, he searches for a lot of information about the position, finds a lot of information, and discovers that his ability is a little bit different from what many companies are asking for.

c): Word-of-mouth

Therefore, you may take into account the relevant knowledge in some training institutions, the next search behavior will occur; Search for a relevant training institution which is good, when selecting a training institution, he will try to search all the information about the training institution, both positive and negative. In the end will be a few word-of-mouth better.

d): Cost

From the initial set of several families, compare prices and services.

E): Advisory

Finally use the phone or online chat tool to consult.

From the above search, search Netizen's decision chain can understand general Netizen's search behavior is how to produce step by step, we also corresponding in every time Netizen search the line starts to do corresponding search engine marketing work.

(5): landing page Design

We have done so much work, will lead the user to our website landing page, so for landing page design need more careful and skill.

Landing page can be divided into the homepage, registration page, message Consultation page, the final product page. These pages will undoubtedly have commonalities. Take the landing page design of e-commerce website for example:

A): Contains important guidance for the next step, such as how to buy, learn more

B: A better user experience, well-designed navigation, to judge the user is through those related words into the landing page, thereby more targeted to show the source of keywords related to navigation and products.

c): Other important pages of the site-oriented links to facilitate users to quickly open the site important pages or other related products promotional page.

(6): Marketing effect transformation

The process of transformation of E-commerce Web site marketing effect is as follows: Site display---> Clicks---> Traffic---> Consulting volume---> Effect conversion rate

Therefore, first of all to grasp the content of the site, choose a good site keyword, and then put in accordance with the long tail of the customer demand for the corresponding key words, so do a good job of the site's flow first step.

Ultimately, the effect of the transformation of the Web site marketing effect should be based on ROI (returns on investment). Both: Output profit/Total input of X 100%, thus deciding to do the search engine marketing is to earn or compensate. This constantly for the search engine process optimization, so as to achieve the desired effect.

The above six steps, a brief introduction of search engine marketing in the method of bidding ranking, for the specific operation of the need for us to do a deeper level of user analysis and flow data analysis, so as to do a good job of keyword accuracy and low cost, so that search engine marketing really play a role for the enterprise. What is the wrong place, welcome to the brick, Qingdao SEO will have other search engine marketing methods introduced.

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