How to get out of three mistaken ideas of "search engine marketing"

Speaking of search engine marketing (pay auction rankings), more practitioners will be its rankings, traffic, and even sales hook, who do not know, search engine marketing and brand is closely related, we will discuss the following.

1, search engine marketing three misunderstanding

After a long period of observation, found that the site in search engine marketing has three misunderstandings:

First, only ranking, traffic, ignoring the user matching degree.

A lot of web sites just top of the rankings, and completely regardless of the flow (user) and site information (provide products/services) match, the results are obvious, the search engine import traffic is very high, the conversion rate is extremely poor;

Second, only the rankings, ignoring the display content.

See too many such examples, the target keyword ranking is good, but the display of "title and description" information is inferior. The results are very high, and the number of clicks is not strong.

Third, only ranked, traffic, ignore the site user experience.

This is the most common situation, and even many large companies are in submission. Hard to choose the key words, optimize the ranking, title and description, the results landing page (AD landing page) exceptionally bad, and even some lazy people will be home page directly set into landing page, bad results can be imagined.

The results of all three of these cases point to one: Brand damage.

The first situation, will let the user initiation is deceived feeling, time is long, the brand Trust degree is dangerous;

The second situation, will let the user will feel you are not professional, think you cottage, time is long, the brand reputation of crisis.

The third kind of situation, will affect the brand trust and reputation.

Find out the problem is to start, solve the problem is progress.

2, Next, talk about how to get out of three misunderstandings

For the first case, grasp the principle of three points can break through: one, clear site positioning; second, find the target users (including segments, search preferences), three, the exact set "title and description." (PPC can be manually operated, difficult in SEO)

For the second case, the exact and differentiated settings "title and description" can be.

"Title and description" to combine the brand positioning, brand advantages and provide products (services) to write, and carefully observe the participation in the bidding of the vocabulary of other websites how to write title and description, to find out the differentiation of the specific competition points, and accurately put into words, you will stand out. (the setting technique is similar to the commonly used contrast method in the advertisement design, if the next, is "Billboard 3" will be more outstanding?)

For the third situation, words difficult to elaborate clearly, here a brief introduction to three points of attention: first, to ensure that the content of the page organization and keyword matching degree is high; second, to ensure that the page style design in line with product positioning, meet the preferences of the target audience, third, accurate transmission of information.

According to the statistics of Q3, China's search engine market in 2011 has reached 5.51 billion yuan, the chain Rose 24.7%, up 77.8% year-on-year, year-on-year growth of 13.3% in the previous quarter, continue to maintain a rapid upward trend. Follows)

It can be seen that the search engine marketing more and more by advertisers attach great importance to. Should you double your "treat"?

Finally, in a word to summarize search engine marketing: Ranking honest valuable, matching price is higher, if the experience, the benefits will be high.