Search engine Marketing Select "Appropriate keyword"

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Baidu Classic version of the final in December, to have been accustomed to Baidu bidding rankings of enterprises, the Phoenix Nest Professional version of the search marketing improved version has exited the left-ranked eyeball position, so we have to do the work of SEM more meticulous and reasonable, if the auction ranking is extensive captive, Phoenix Nest Professional version needs intensive cultivation. The good position on the left is already a thing of the year, and the more thorough the research of the target keyword, the more it can win in search marketing than others.

We know that the purpose of search marketing is to build corporate brand (product) Awareness and website transformation.

Have you ever studied what searchers want to find? Do you know the search keyword changes? Do you know if the target keyword is applied to the needs of the searcher? Search marketing is to accurately express what your search object wants to know and find you at the right time through the target keyword search. First we need to know, where did people find you? Your company name, website address, product name, advertising message, print ads, etc. searchers are not necessarily product experts or search experts, and their perception of your product (brand) is based on search if you are not in search results, then your product or company is not a " Big brand "or" good product ", if your location is in the forefront of search, then they will be from the search engine to recognize your" power. " When the viewer understands you and learns about you, if you want to build a "brand", you need to improve your customer's learning through a wide range of keywords. If you want to build a "product", you need to improve your customer's understanding through some very professional content. Whether it's online search marketing or offline activity, you need to change the purpose of the customer's ability to recognize your brand, using keywords or advertising words.

The person you are looking for is looking for you-Baidu, this is the simplest explanation for search marketing reasons, you have to decide what kind of search keyword to complete your site transformation. The advantage of the keyword is that traffic is driven to your site, drive flow This word may be unfamiliar, but we can understand is the way to "drive sheep", you will be a flock of sheep into the sheep pen your tool is an entrance and a stick; also through the search engine entrance, through the keyword-driven traffic to the site to complete the conversion. Search marketing does not want you to buy, but you want to buy me just sell, this happens to complete the sale and purchase of the interaction. Keywords help you explain what the searcher wants, and the more you interpret it, the more clearly and concisely it is, and the higher your conversion rate. So we need to catch the search keywords that are easily converted.

The food is salty and sweet, and the change of hot and cold taste, only suitable taste is the best, women have beauty and ugliness, there are fat of the other; Den lustful Fu said "Add a point is fat, minus a point is thin" visible just good, exactly, appropriate, reasonable is also our choice. The principle of selecting keywords mainly has two kinds of changes "hot" keyword and "unpopular" keyword. The choice of hot and unpopular is to see those keywords are suitable for these two changes. The purpose of the different choice of keywords, to fight for the flow of priority to select Hot keywords, to strive to rely on the top ranking preference for the unpopular keyword.

Select the keyword fit. To be willing, to have a house to have.

First, "overheating" keywords such as industry words, industry product words. Such keywords often offer high bids and are highly competitive, but do not see high conversion rates. For example, your company's business is "English training" in the telephone English training, oral English training and so on, obviously English training is not your key keywords, although this keyword all-inclusive. Because the searcher's search for the word "English training" when his needs are variable, if you are not the industry leader or do not move this keyword. Although a small number of people will search for telephone English training, oral English training, but these customers are your potential customers, their purpose is more clear. Choose industry Word and industry product Word will appear two kinds of situation, on the one hand too few clicks, the searcher target is not obvious. Can't fully express what he wants. The second aspect clicks excessively, transforms very few. Just complete the trigger without completing the conversion maybe he just wanted to go into your website and see. You can do an experiment and use one of your pages to test out the bounce rate (your budget is likely to be consumed in a short period of time and no sales revenue), these overheating keywords contain a variety of meanings. We simply analyze the next one, the meaning of the keyword is very wide, two, the relevance is very broad, three, contains many meanings. So the key to the overheating is often the loss of the candle.

Second, "too unpopular" keyword, when you put on the hot keyword on the hard to another extreme to choose a "too unpopular" keyword is not suitable. Although this can easily achieve a high ranking of keywords. But some unpopular keywords are rare or basically searchers are searched by search engines by chance, such as some longer phrases. So we are in the choice of unpopular keywords it is necessary to use some SEM tools to do keyword analysis such as Google keyword tools, baidu keyword tools, Baidu index, Baidu Phoenix nest tools. Foreign keyword Research tool Wordtracker (www.Wordtracker.com) has an analysis of key words effective indicators (KEI).

Third, "Just right" keyword. There is an old saying in China that marriage is married to bamboo doors and wooden doors. It means that only each other is suitable for a happy marriage. In the choice of search marketing, we should be in the right time, the right times, the right keywords to win the conversion return. Choosing your visitors is better than choosing "hot" to improve your search transformation. Selecting your Content-related keywords is better suited to your searcher's request than choosing "unpopular".

Only "right" to provide the right content, the establishment of product (brand) awareness and improve the conversion rate is the target keyword to improve the "accurate" one of the goals, it should be "to the potential" of the sentence. If you need to reprint please specify (www.bigsem.cn).