Keyword marketing and search engine optimization

Think of the key words can be called the entire search application of the cornerstone. For users and search engines, the key words are interactive media, it is difficult to imagine if not using keywords, how can we achieve fast and effective information query purposes. In search engine marketing or search engine optimization (SEO), keywords also play an important role.

1. The importance of key words

Search engine Marketing The whole link, keyword choice is the most important, if you choose the wrong keyword, may lead to the following serious consequences.

(1) If the choice of keyword is completely wrong, then all the search engine promotion behind the work is equal to white. Because the choice of key words are very few people to use, even if obtained a better ranking, carried out the keyword ads, also can not bring traffic.

(2) If the choice is hot not accurate keyword, then will waste the day amount of manpower, time and promotion costs, or even too much rubbish flow will cause the website browsing speed slows.

(3) If the choice is not hot enough keywords, these keywords because not difficult enough, so the conversion rate is very low, although the site can bring a certain amount of traffic, but not bring orders.

Therefore, for the enterprise is to hope that more potential customers through a certain channel in the shortest possible time to find the enterprise, and this in search marketing is reflected in the choice of keywords for the enterprise is the right to meet the user-specific search goals. When users look for product or service information, they usually search for the product service's unique name, industry name, or even enterprise name, and these search terms are the search marketing requirements. It can be said that keyword is the key to determine the success or failure of search marketing.

2. Principle of selecting keywords

In the choice of keywords, the general will be considered a very simple thing, is not. If you do not pay attention to the skills, often go astray, resulting in input and output is not proportional. When choosing keywords, enterprises should pay attention to the following aspects.

(1) Select the keywords related to the content of the website. Even a person who knows nothing about keyword selection techniques will prevent him from choosing irrelevant keywords such as "food" when selling appliances. Similarly, if you rely on unrelated keywords to attract users, the enterprise product/service sales do not have any effect.

(2) Select the specific keywords. Keyword coverage is not as wide as possible, because the more extensive the meaning of the keyword, its corresponding information needs more types. Some users search for this keyword may be the purpose of the purchase of related products, but more may be other aspects of the demand, and does not necessarily lead to consumer behavior.

This point in the keyword bidding ranking is particularly prominent. Because the enterprise must pay for the user's not one click, the enterprise of course is to try to only for those who can be converted into corporate customers paid click Fee, and the meaning of a broad range of keywords is exactly the opposite result.

(3) Pay attention to the key words ROI. People who don't know much about search marketing may not realize that even if they ask a keyword, their ROI is different. In addition to having a certain basic standard, we should make a scientific adjustment and summary in practice. Sometimes, especially in business activities, data is often more persuasive than any concept or theory.

3. Insertion of key words

Inserting keywords into the appropriate location is also an important means to improve the effectiveness of search engine optimization, the main method of inserting keywords are the following 5 kinds.

(1) Insert keywords or descriptive language into the title and meta tags in the Web page code

(2) Insert keywords into hyperlink text (anchor text)

In addition to the conscious use of keywords in navigation, sitemap, anchor text, you can also artificially add hyperlink text. For example, a university campus website can be added to the text by adding links to the following school materials--Zhejiang University, Tsinghua University, etc. containing "university" links.