SEO 36: Looting

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

36 of the fifth gauge "looting" Yue: "The enemy of the harm of large, lying take profits, just a soft also." "means that when the enemy encountered difficulties, the situation of danger, to just (喻己) (The Enemy), by the danger of the enemy, lying and win, not only to rescue the enemy's distress, but in the side of the great cashing fishing." This plan in the marketing practice of SEO, we also have great inspiration.

SEO Event Playback:

Baidu recently bad. In the focus of the outbreak of Taobao shielding Baidu, the national medical Network reported Baidu Monopoly, a kinder tube industry sued Baidu, November 15, 2008 and 16th, two consecutive days, CCTV, "News 30" column on Baidu ranked search results in the rankings of the problems, There is a continuous exposure report on the management loopholes in the sales process of PPC. Baidu's share price was affected by the Nasdaq's closing day, plunging 44.8 U.S. dollars, down 25.04%.

CCTV reporter's survey shows that even if there is no "Chinese medicine 国药准字", some drugs and "famous doctors" can also appear in Baidu's search results, and ranked in front. According to the relevant laws and regulations of the State, in addition to medical, medicine, lottery tickets, cards, stamps, invoices, credit card, etc. belong to the State expressly prohibited or restricted advertising categories, and some even disrupt the state's social and economic order of the criminal acts, but before these ads in Baidu and other search engines in large numbers appear.

CCTV "News 30 minutes" program screenshot, false ads ranked Baidu search engine index results first

SEO Background knowledge:

Bidding ranking is a network promotion method paid by effect, the specific approach is that advertisers in the purchase of the service, through the registration of a number of keywords, in accordance with the highest pay top of the principle, the purchase of the same keyword site in different order rankings, appear in the corresponding search results of netizens.

In the third quarter of this year, Baidu ranked as the core network marketing revenue 918.2 million yuan, accounting for 99.9% of total income. It can be said that Baidu is a bid ranked as the core business model of the Internet marketing company.

Market participants believe that Baidu's commercial operation of the auction ranking mechanism so that the search engine lost the justice, a large number of garbage stations and personal entertainment sites to use Baidu's SEO rules, the ranking of their own push higher, and really do in-depth content of the personal homepage, blog site instead of losing the status should be.

Baidu's crisis, not the public relations crisis, but the more essential business model and business ethics crisis. Spending money can buy search results, and technological innovation will become worthless. In search results mixed with advertising, according to the level of advertising price to sort the way, violates the search fairness of the fundamental. Any discussion that might bring the so-called benefits is trifles. The vast majority of spam information is motivated by commercial purposes, if a search engine to collect the benefits, in the name of advertising to improve the ranking of spam, or arbitrarily based on the number of charges and subjective decision what is "search Hotspot", which will damage the fundamental interests of the vast majority of netizens.

Reaction of the parties:

Civil reaction is fierce, more and more consumers complain, because Baidu search engine bidding rankings provide false website or information deceived. Some of the drugs that exaggerate their rhetoric or even fake the hospital information is through Baidu search engine to provide the bidding rankings to promote the purpose, especially known as the treatment of various cancers, sexually transmitted diseases of the hospital, drug sites, they or make up an expert resume, or sell counterfeit, deceived consumers to spend money lightly, heavy delay the best treatment time.

According to Sina's a "You have been because Baidu search false website and was cheated," the survey shows that netizens because of Baidu's trust led to the phenomenon of fraud.

The marketing practice of looting:

It should be said that the marketing practice of looting is mainly the reaction of competitors.

For example, the last beginning in September melamine Sanlu poisonous milk powder Storm One exposed, domestic milk powder market suffered a blow, but gave the imported milk powder an excellent turn over "Rob customers" opportunity, its market share significantly improved. In large supermarkets, more than the United States, the United States, Wyeth, Nestle and other foreign imported brands of milk powder products fully occupy the main location of the milk powder zone. This is the "looting" of the specific marketing practice.

Consumers prefer imported milk powder, in the final analysis is the value of imported milk source of reliability. In response to this mentality, Chinese and foreign milk powder brands invariably will be high-quality and safe milk source as the most important marketing "selling point."

More than the United States, Wyeth, Abbott and other brands have taken a new advertising, promotional content around the "milk source quality" theme. Last year, new entrants to the market from Australia's Australian gifted infant formula, but also the opportunity to vigorously promote.

Some of the domestic brands that are bent on regaining ground have been listed in the US Nasdaq, have a global procurement of high-quality milk source of congenital advantage, in the push of Heilongjiang milk source production excellent bo products at the same time, to its latest listing of the "new excellent Cong" high-profile "EU pure Milk source" slogan.

Let's go back to the Internet:

Sanlu poisoned milk powder incident, a netizen burst material, Sanlu Public relations agent has proposed to Baidu 3 million yuan advertising, in exchange for Baidu in search results page (SERP) on the block about Sanlu negative news. Baidu issued a statement saying, "because the proposal violates the company regulations and Baidu has always adhered to the principle of fair and transparent information, the big customer department in the first time to strongly rejected the proposal." ”

September 16, 2008, Baidu spokesman formally to the media, sternly condemned in the recent Sanlu incident, Alibaba Group targeted Baidu to carry out rumors of the behavior.

Alibaba stated:

"Vital, choose what we should do."

As an important part of China's internet business, our responsibility lies in making users and the public aware of the real information; Our mission is to make every citizen have a safe and secure consumption channel. This is the core value of Alibaba Group.

Sanlu Milk Powder incident, is a very bad social events, as Asia's largest consumer community, whether for the community functional positioning or corporate conscience, it is necessary to follow up this matter, but not as some enterprises to delete members created by the relevant posts, to crack down on netizens ' right to know. We regard netizens ' friendly forwarding of certain information as an effective complement to the public right to know, and regard it as a necessary means for the event to be brought to the attention and properly disposed of by the parties concerned. We also see it as an obligation of a responsible enterprise.

We have no intention of questioning the role of some of our peers in this incident, we have no intention of asking some peers to have the same universal value as we do, and we only hope that when thousands of children are suffering from the pain of tainted milk powder, we can tell the public a little more, a little more, than to conceal it with some technical means. Alibaba's web site for the spread of this incident, and the fairness of the bidding is irrelevant, and whether to collect protection fees, and not to enter what areas of concern. Vital, please remember your conscience and conscience, do is done, wrong is wrong, say an apology will not be more difficult than the accomplice.

We are convinced that all truths will eventually be exposed to facts and that all acts of kindness will be verified by every public. For those senseless accusations, for those who take the legal name of the information clamp, we declare that for the netizens who are blinded by the facts, for so many children, we welcome the prosecution and actively complain. ”

Alibaba in the enemy's "fire" has not really taken off, began to looting. If this behavior is serious, it may be a violation of the relevant laws, but for the "vital", what can not be forgiven netizens? Unforgivable this time only Baidu. Even if the Alibaba is really sued, even if the lawsuit loses, the loss of the end or Baidu. This is the marketing strategy of SEO, through public events, when the enemy encountered difficulties, the situation of danger, in order to just, stand on the side of the advantage of the enemy, lying and win, not only to the enemy's distress to rescue, but in the side of the great cashing fishing.

September 8, 08, Taobao announced to eliminate bad business fraud official shielding Baidu search, Google and other search is not affected. Baidu responded that Taobao sellers will open the green channel, so that sellers directly to Baidu Index library to submit their Web page URL link address, and no longer need Baidu crawler past crawl. Taobao looting, and Baidu launched an exciting debate. Baidu caters to Taobao sellers (in fact, Taobao sellers response to Baidu is almost indifferent, in the Taobao community above, did not monitor any large-scale protests against Taobao, but for Taobao sellers open the green channel of the fact that at least exposed its powerful artificial intervention, again let the majority of the webmaster feel chilling.

After Taobao and SNS Web site, at home, the search also joined the ranks of the shield Baidu. Chinese search related personage said, Internet Enterprise should unite, boycott Baidu commercial mechanism influence search result behavior.

November 15, 2008, Alipay issued a notice to warn users not to be credulous from Baidu search out of the false customer service phone calls, and stressed that Alipay has not yet received because of Google search results caused by the case of fraud, directed at Baidu search engine. The bulletin said that the fake customer service hotline used People's blind trust in Baidu search results, using Baidu Search Auction ranking business implementation of the fraud activities.

Baidu is because of "PPC" to make its head burn, prompting in recent years long-standing began to explode. As a result of the bidding rankings to bring great profits to Baidu, let Baidu abandon bidding rankings, it is not easy. And regardless of the exact time the announcement was issued, however, whenever it is appropriate, the announcement before the CCTV report can be considered as a publicity story, and after the CCTV report, for Baidu, which has been the biggest crisis since the start of the venture, it has been worse, with my more malicious speculation, that the incident involved " People "may have other people, it should be said, this is a typical looting behavior."

Google Blackboard on Google Chinese Academy of Engineering, vice president of Liu's article, holding "Chinese Search: Fairness is the fundamental to achieve accuracy-the Chinese search industry should act immediately, face the search Fairness" banner, awe-inspiring, called All search engines, join Google, Tencent (search results from Google) , Yahoo (pull to cushion back) of the ranks, make some commitment to face the fairness of the search, clearly identify and distinguish between ads and natural search results, so as not to mislead users; Cherish the golden area of the search results page, never let the first page of search results full of ads, so that Chinese users completely farewell to search from the beginning of the second page of history; Never abuse their market position and never change or delete search results in the form of charges or disguised charges.

Discerning all know this is a knife for Baidu, looting, oblique in a knife.

The article argues, first of all, "cannot use search ' accuracy ' to confuse or even replace the search ' fairness ' concept and the basic position," impartiality is the search of the fundamental "; second," The world's anti-spam information technology level is constantly advancing, not to allow anti-spam information to become large-scale artificial interference in the search results excuse ", The final fair ranking of search results should be based on a certain algorithm system to the vast human wisdom of the Web pages and links to the results of the operation, rather than out of self-interest to intervene and change. The most serious problem in China's search for justice is that it is difficult for users to know what to do, and the ads that are full of commercial purpose are ranked before the normal search results. We call on all search engines that are still using this "outdated business model" (which has been completely abandoned in the US search industry since 2002) to stop the damage to consumers ' interests immediately. This is to ensure the long-term healthy development of the Internet in China.

This will be directed at Baidu's bidding rankings again. Google is very humorous very strong, oblique another knife, Baidu was stabbed a knife, still don't forget to be hurt by others, "the bidding rankings as early as 2002 has been completely abandoned by the U.S. search industry", has long been "outdated business model."

Google has done more absolutely, no traces, it aloof, but counted, and looting, "looting" of the chapeau inside said, "predators, but rob their land, the predators outside, then rob their people; "The size of the kingdom of Baidu, not to" rob its country ", but" predators outside, then rob their people ", the impact of this event is huge, I was not very familiar with the internet, a friend of the chat process, know that they read the CCTV report, then immediately said that the future only use Google search engine. Baidu is what is not, in fact they do not know.

This article by the SEO college www.dugutianjiao.com webmaster feeds.