Internet Marketing: The eight factors of search engine optimization

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On the internet, the word "pants off" is a popular keyword, and the search volume of netizens is very large. However, for some time, when you in Baidu or Google input "pants off", search results found that the first is the IT portal bubble, and the content of the Web site is almost irrelevant to its location.

Clearly, Bubble's aim is to attract more netizens to bubble and boost their traffic. However, such content and Web pages obviously have no value to it users, and attracted netizens are almost "useless" users, and its traffic can only be garbage traffic. "Some of the domestic enterprises in order to achieve the purpose of upgrading their website traffic, flooded with a lot of keywords, the result of traffic is up, but for its promotion and sales no help, so counterproductive." Internet marketing expert Liu Dongming said.

Ignore the "conversion rate" can only "applause not draw"

After more than 10 years of development, network marketing has gradually been accepted by enterprises, the data show the number of domestic Enterprise Portal has reached the 100多万个, and search engines have become the main tool for small and medium-sized network marketing, only Baidu's advertising customers have hundreds of thousands of; Enterprises engaged in foreign trade exports through E-commerce to obtain more overseas orders, Alibaba's integrity through the membership of more than 300,000. However, because of the one-sided understanding of network marketing, some small and medium-sized enterprises in the implementation of network marketing process, will inevitably go into some misunderstandings, resulting in poor input and output, more or less affect the development of network marketing.

Some enterprises think in the network marketing, as long as the investment, the effect is good, therefore, blindly buy a large number of keywords, in the bidding rankings on the high cost, but the input-output ratio is not ideal, and some enterprises blindly pursue corporate websites or network advertising traffic and clicks, but ignored the conversion rate, Finally only won the "Applause not draw" results, no promotion of sales.

"A lot of enterprises to network marketing understanding is the network advertisement, as long as the ads reach the target audience, high clicks, high flow, it reached the effect, but neglected the essence of network marketing is the use of network to promote sales, expand market share, because only clicks and arrival rate is not enough. "Tong Wang technology company General Manager Network marketing expert Tong said."

Tong that some domestic enterprises in the Internet marketing, to inform, light sales, in fact, through the Internet can obtain potential customer information and database, through the marketing analysis system, improve conversion rate, rather than blindly increase the click-through. "If you do a good job of network marketing management, as well as follow-up sales tracking and personnel promotion follow-up, Network Marketing to the promotion of sales will be obvious." ”

The eight factors of search engine optimization

Generally speaking, Enterprise's network marketing needs to do three levels of work: first, from the marketing point of view to build a sales force of the site, rather than a good-looking site; second, the systematic promotion of the website, so that more target customers to find your site; third, to do a good job of network marketing management, and really do well to achieve sales "Last kilometer" thing.

In the field of Internet marketing, there is a highly praised word: Network marketing, content for the king. In other words, the richer the content, the more conducive to network marketing. Rich content, fast update, contains more keywords, original content more sites are more easily favored by search engines, more easily be searched. "But most of the corporate Web site content is single, lack of updates, not flashy or poor, basically a dead website." "Liu Dongming said.

So a good corporate website, you need to do as much as possible original content, timely update and add new content, skillfully embed keywords embedded in the relevant pages and content, in addition, there will be a lot more exchange links, especially to do reverse link. "Do these several aspects of work, the site's traffic will certainly be multiplied." ”

For many non-information e-commerce sites, such as hotel ticket booking class site, query results class pages are difficult to be included, if the use of reasonable search optimization strategy, through different combinations, you can get more traffic. For example: City name to City name discount ticket, this kind of combination word, can make out hundreds of thousands of key words webpage, and have professional content of webpage.

Tong told the "China Business newspaper" reporter, based on years of experience and practice, the impact of search engine rankings are mainly eight factors, according to the eight basic factors to do search engine optimization, will achieve very good results.

"Of the eight factors, there are three or four small operational details in each of these factors, which are very simple and not technologically advanced." But it's more difficult to do all more than 10 details. "Tong said.

80% of sales from five tracking

For network marketing, do a good job of the site, through effective search engine optimization means to allow more users to browse the site, just the first two levels of work, through the network marketing management, the potential of customers into a real customer is the basic goal of marketing, and this needs to do a good job in the management of network Marketing system.

"Through the Network marketing analysis system, we can see which promotional tools are effective, which are ineffective, what search engines flow from, what keywords flow from, and where users come mainly from, what are the main content on the Web site or page, and how much of the conversion rate is. With these detailed data, you can continuously optimize the network promotion program, will promote the effect of bad keywords, search engines removed, with a lower cost to achieve better results. Liu Dongming stressed.

Only browsing the Web page and online advertising is wasteful for the enterprise, for these potential customers, how to find ways to retain their data, and then the database marketing is the fundamental success. Tong told the China Business newspaper reporter, in general, you can use free download valuable information, free online lottery, free access to product testing and other methods, so that people leave contact and useful information.

"When you have a large number of high-quality potential customer databases, even if you no longer invest a penny to promote, as long as the database marketing to do well, your sales will continue to grow." "After obtaining a database of potential users, if the customer sales staff can track once a week, through mobile phone messages, phone calls, e-mail and other means of continuous tracking three months, turnover can generally rise several times."

Therefore, "80% of sales from 5 tracking" This quote is not unreasonable marketing. For example, an internationally renowned car brand, through the website release test drive and other activities to obtain a large number of potential customer data, in the following year for these potential customers in the database marketing, unexpectedly brought about 30% of sales increase.

The "net effect" of search marketing

Q: What is the impact of the "enclosure movement" of the search market on corporate customers?

A: This is the normal phenomenon of the dynamic development of the search market, no matter which search engine, how to provide the majority of users with higher quality search services, at the same time to meet the marketing needs of enterprises, is always a long-term mission.

At present, from the numerous corporate statistics of the Burson Cube service, business owners are very welcome to the search marketing industry benign and orderly competition, so that they can have more comparison and choice, but also to achieve the maximum effect of search integration marketing. For each search engine company, how to be able to respond to the demand from the business owners in time, adapt to this change, is the most important issue at present.

Q: What is the advantage of search marketing that distinguishes it from traditional marketing?

A: Search marketing itself is a precision marketing, it is the embodiment of the real needs of users, and traditional marketing methods The biggest difference is that user initiative is greater than passivity. Through search marketing, enterprises can not only realize the brand and sales of double harvest, in marketing costs and effects can also be quantified, to achieve fine management, get rid of sales ads "never know where the other half of waste" embarrassment. Search engines such as Baidu, Google, etc., has become the majority of Internet users to obtain information, share information, the main entrance, more and more business marketers have recognized that in other traditional channels of marketing, if it can be combined with search engine media, will achieve better results. Even marketing experts say search marketing is "net effect".

Q: How can enterprises do a good job in search engine marketing?

Answer: 1. Understand the characteristics of search engine marketing, master the opportunity to promote; 2. According to the characteristics of different search media, reasonable distribution of promotional budget; 3. Select Specialized SEM (search engine marketing) service company, obtain the maximum marketing effect; 4. Combine paid rankings and free rankings to achieve search integration marketing; Combine search marketing with other marketing methods to promote each other; 6. Optimize the quality of the site, improve the user experience; 7. PPC (Pay-per-click ads) and other search engine media advertising products combined; 8. Improve the marketing aspects, improve the final effect.

Q: What about the search business model based on mobile clients?

A: Mobile client search applications in Japan, South Korea has been more common in China in the ascendant. The future business model, I personally understand should be the distribution of sales, rebate model, the specific application with the maturity of the payment system, the future will be more and more enterprises and users benefit, we are looking forward to more based on the application of search engines to Chinese netizens to bring convenience and fun.