"Network retailing integrated Marketing"--the fourth chapter search marketing

Fourth Chapter Search Marketing

The first section of network retail search Marketing theory

Overview of Search engine Marketing

(a) Search engine

1. Search Engine definition

Search engine refers to a certain strategy, the use of specific computer programs to collect information from the Internet, in the organization and processing of information, to provide users with retrieval services, users to retrieve relevant information to display to the user's system. Search engines include Full-text indexing, directory indexing, meta search engines, vertical search engines, collection search engines, portal search engines and free link lists. Baidu and Google are the representatives of search engines.

2. Search Engine Working principle

(1) Web crawl

Each independent search engine has its own web crawler (spider). Spider continues to crawl the Web page along the hyperlinks in the Web page. The crawled Web page is called a snapshot of the web. Because the use of hyperlinks in the Internet is very common, theoretically, from a certain range of Web pages, you can collect the vast majority of web pages.

(2) Web page processing

Search engine caught the page, but also to do a lot of preprocessing work to provide retrieval services. Among them, the most important thing is to extract keywords and build index files. Others include removing duplicate pages, segmenting (Chinese), judging the type of Web pages, analyzing hyperlinks, and calculating the importance/richness of web pages.

(3) Retrieval service delivery

User input keywords to search, search engine from the index database to find a match to the keyword page; for the convenience of the user, in addition to the page title and URL, will also provide a section from the Web page summary and other information.

3, search engine composition

(1) Finder

function is roaming in the Internet, discovering and collecting information;

(2) Indexer

The function is to understand the information searched by the searcher and extract the index entries, which are used to represent the document and the index table of the document library.

(3) Retrieval device

The function is to search the document quickly in the index library according to the user's query, carry on the correlation evaluation, order the result that will output, and can feedback the information reasonably according to the user's query demand;

(4) User interface

The role is to accept user inquiries, display query results, provide personalized query items.

(b) Search engine marketing

1, search engine marketing definition

Search Engine Marketing (Engine Marketing), abbreviated SEM. Search engine marketing is based on the search engine Platform Network marketing, the use of people rely on search engines and use habits, when people retrieve information as far as possible to the marketing information to the target customers.

2, search engine marketing 4 kinds of models

(1) Classification catalogue of the cable engine

(2) Search engine optimization

(3) Keyword ads

(4) Web content related ads

3, China's search engine marketing market development

According to the "2007-2008 China search engine Industry Development Report" published by Iris, the Chinese search engine market in 2007 reached 2.9 billion yuan, compared with the 2006 growth of 108.3%, the Chinese search engine market in 2011 exceeded Japan.

Figure 4-1 2009q4-2010q4 China web search Request Volume scale

Figure 4-2 2002-2014 Chinese search engine user coverage

Figure 4-3 2005-2012 Chinese search engine advertising market share

Second, the network retail search engine marketing principle

(i) Trading object signal Contact entrance

Like the traditional retail market vasty, the network of retail market net sea. The study found that the Internet buyers want to find the goods and services needed, more than 90% of the information is searched through the search engine.

Online shopping process

Instance

SEO Strategy

1 General Search

National Day holiday to travel, Xiao Wang search "domestic tourism destination"

Promotion of Brand awareness

2 Detailed search (market search)

Find some beautiful pictures of Lijiang tourism, then search "Lijiang tourism"

Public Relations + Media awareness

3 Brand Discovery

An article recommended "Lijiang" tourism in mind, so Xiao Wang search "Lijiang Hotel"

SEO optimization for related keywords and phrases

4 Brand evaluation and survey

Xiao Wang also saw "Lijiang Ancient city Hotel", then search "Lijiang City Hotel How"

Brand Reputation Management

5 Brand guidance and navigation

Xiao Wang decided to book "Lijiang Ancient city Hotel", so the corresponding website to find

SEO Optimization for the brand

6 Order (Payment)

During the hotel reservation, Xiao Wang searched the "Lijiang Old Town Hotel discounts" to see if there were any discounts or discounts.

SEO for conversion rate

7 Evaluation and evaluation

After booking the hotel, Xiao Wang searched for the internet in the hotel, and then searched "Lijiang Old Town Hotel"

Excavation and optimization of long tail content

Figure 4-4 Web shopping search Engine Entry example

(ii) Trading object Signal Search Tool

Entity Retail

Network retailing

The original existence state of the transaction object signal

Recessive signal

Transaction object Signal Conversion state

Dominant signal

Traditional language

Computer and Internet language

Conversion signal saturation of transaction object

Scarce [1]

Saturated [2]

Trading Object Signal Conversion tool

Physical stores and a variety of traditional tools

Internet and various software tools

Exchange of transaction subject and object signal

Contact

Trading Object Signal Contact point

Physical contact (Entity stores)

Virtual Contact (Web page)

Consumer Signal Search

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