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The promotion of the search engine is of great significance for the website promotion of the training industry. The research of users ' search behavior in education industry finds that the keywords distributed by users can be classified into 5 categories: Region search, exact search, organization name retrieval, general term retrieval, and other search. The education service industry has the typical region characteristic and the dispersive characteristic, to the search engine marketing inspiration significance is, the education profession advertisement advocate in the search engine promotion should be bigger scope to launch, not only must cover many search platform, but should have more choice in the keyword.

User Search Keyword Classification method

Taking Beida Jade Bird, Xiamen Bong as an example the study found that, although the user search information used by the keyword has a certain dispersion, but basically can be divided into 5 types of retrieval methods:

(1) Region search: The city name plus search items as the key words, such as "Xiamen software Training", these can be summed up as a regional search, reflecting the users want to know a certain city training information. Regional search is one of the most common ways for users of education and training to retrieve.

(2) Accurate search: This definition of accurate retrieval is relative to the region search and general vocabulary search, not accurate to the "Xiamen Software Training School XX Training course" Such a search, in fact, the number of accurate search is very small. This is used as an exact search if the following two conditions are met:

• Regional and business segments, such as Xiamen Software development Training

• Precise business name, whether or not you have regional information, such as "Software Test engineer Training", because these businesses may not be limited to certain cultures, may be online training courses, or other national training.

(3) Organization name search: Use training institutions, training school name to search.

(4) General term search: the user who searches through Baidu has a characteristic is the most common word retrieval quantity, but the goal that the user uses the common word retrieval may be most ambiguous, for example "computer training course", this also shows that many users are not clear about the way that the accurate search obtains the information.

(5) Other search: A small number of users to retrieve the goal is to obtain some information or a business related to the site information, not to understand the relevant business, these search terms are included in the "other".

Corporate web search engine Visibility Survey results:

(1) The core product name for the search, in the Google search engine search results, up to 73.7% of the corporate site ranking in the natural search results after the third page (10 Natural search results per page);

(2) in the top three pages accumulated less than 30%;

(3) Only 13.5% of the results found in the first page of the search result.

Beida Jade Bird Keyword promotion strategy, its success factors can be summed up in the following areas:

(1) At the same time in multiple search engines to advertise

In addition to Baidu search engine, compared to search Google and other search engines, the same can see some of the North Jade Bird Xiamen State at the beginning of the promotion of information, will be Baidu as a key promotion platform, in each click ads relatively low price of search engine intensive advertising, but also take into account other search engine promotion.

(2) cover as many keywords as possible

In each keyword promotion results, Beida Jade Bird Xiamen State at the beginning of the advertisement accounted for the majority. Cover as many key words is the North Jade bird search engine advertising strategy of one of the characteristics, further search found that almost every and IT training related keyword search results can be found in the ads, in addition to a variety of professional training general vocabulary, but also include regional search keywords and some special keywords. In the search engine advertising and other online advertising or traditional media advertising is different, in order to meet the user to obtain information of the decentralized characteristics, does not require additional costs, only in the user behavior analysis based on the design of a reasonable combination of keywords. Obviously, the Beida bluebird in the keyword selection is relatively successful.

(3) Cluster advantage poses a great threat to competitors

The cluster advantage of search engine advertisement is the unique place of Beida Jade Bird Xiamen State at the beginning. As a result of the North Jade Bird system, many branches around the company, many birds are advertising at the same time, and almost control the highest bid (advertising display ranked first) of all the relevant keyword search results, the other front of the advertising location is also mostly the Jade bird is occupied by the Web site, greatly crowding out the promotion This concentrated advertising has formed a huge cluster advantage, when the user to retrieve IT training related information to see most of the North Jade Bird to promote information, for the whole Jade Bird Department of Brand Promotion has played a huge role, but also for all branches of the company brought a steady stream of users.

Although the Beijing Jade Bird system is particularly special, but the successful experience of the Beida Bluebird for other decentralized industry is still a reference, especially with national branches, or long product lines of enterprises, can be in the formulation of search engine advertising strategy reference.

Reference: www.xmbcit.com