The main ways of search marketing are natural search and competitive search.

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Search engine-The main channel of website promotion, good use of search engine is one of the most basic network applications. In addition to every day for the world's netizens to solve a variety of problems, become the Internet Information and traffic center, search engines are more and more attention to enterprises, become an important means of network marketing enterprises. As a bridge connecting enterprises and users, more and more enterprises choose to use search engine as the promotion way of enterprises.

In the the 1990s, with the development and integration of computer and communication technology, as well as the popularization and application of Internet, human society began to enter a new era of network economy. The advent of the network economy ERA indicates that a web-based virtual market based on Internet has begun to form, and the traditional marketing mode will change profoundly with the development of network economy. The global, digital and spatial characteristics of network virtual market make the traditional marketing theory system face serious challenge, and network marketing comes into being. In the information age, enterprises use the Internet to engage in marketing activities have a variety of means, but the most important is the website. Once the site has become the main site of corporate marketing activities, search has become an important theme of website marketing, around the search engine to promote marketing strategies for the enterprise marketing purposes services.

Search engine and Network marketing

The so-called network marketing, is the internet for the media to carry out marketing activities, including information dissemination, brand communication, product promotion and promotion. Network Marketing is a revolutionary subversion of the traditional marketing model, with stronger pertinence and higher return on investment. Enterprise application domain name, construction site is the first stage of network marketing, but to bring new customers from the Internet, must enter the second stage, that is how to promote their own web site. At this stage, search engine This lets the customer take the initiative to find the Enterprise website way, the effect is best. According to the May 2007 Beijing Information Technology Evaluation Co., Ltd. Survey results show: 94.78% of enterprises to understand the concept of network marketing, 75.3% of enterprises to recognize search engine marketing, 60.51% of users want to pay by effect, half of the companies are willing to buy Baidu bidding rankings.

For enterprises, the biggest difficulty is how to find customers. Traditional marketing means to find business opportunities through newspaper advertisement, direct mailing, telemarketing, etc., in the marketing process, the pertinence is not strong, often lead to the increase in marketing costs and waste. So the majority of enterprises want to find a strong targeted, broad coverage, to enable potential customers to come to the initiative to find a way. It is based on this huge demand, search engine marketing is the most recognized by the enterprise network promotion means, the ratio as high as 75.3%, far more than other network marketing means.

Second, the enterprise search engine marketing strategy choice

Some enterprises have been in the industry information platform and business platform for the full network marketing, however, the company's website promotion and access to the situation is still very unsatisfactory, the reason is often only selected in the major search engines in the general type of login and did not pay attention to the search results to get a good ranking. Market research shows that 85% of visitors to the search engine's first page (Top 10) to choose their own site, and when the company's Web site appears on the third page of the search results (Top 30), the opportunity to visit no more than 4%. Therefore, pay attention to search engine rankings, is the key to successful network marketing enterprises.

The main ways of search marketing are fixed ranking search and competitive ranking search. Fixed ranking search means that when a user makes a keyword search, The advertiser's website will appear in the Keyword search results page in a fixed position (ranking), and in accordance with predetermined prices to pay advertising fees. PPC Search is a record of effective clicks, and the number of clicks as the basis for charges, that is, pay by effect. In both ways, the effect of bidding rankings has been recognized by many enterprise users. Bidding ranking is a highly optimized resource allocation mode and an excellent personalized information service model.

Use competitive rankings, as long as users do not enter your site, then you do not have to pay for this promotion, effectively saving the advertising investment. Bidding ranking to bring a visit to customers at least 0.3 yuan, and pay by effect, no traffic, and the traditional advertising and marketing activities to achieve the ideal market coverage, the cost is 10 times times higher, the effect is far less effective than the bidding rankings. Because of the low cost and obvious effect of consideration, and flexible operation and easy to manage evaluation, bidding rankings has become more and more enterprises preferred marketing methods. In the United States, more than 60% of companies are using competitive ranking services. China's use of search engines continued to grow, according to Iris Market consulting company Statistics, in 2001, China's only 70,000 enterprises using search engine technology as the promotion of enterprises, 2006 number of enterprises reached 640,000, is expected to 2008, 2.8% of enterprises will be used to bid ranking this marketing method.

Iii. concluding remarks

Search engine occupies an important position in network marketing. The marketing way in the unceasing development evolution, the enterprise should choose the suitable search engine marketing method According to the environment change, and strengthens own website construction and the strength, finally realizes the successful marketing.