The meaning of search engine marketing (SEM), Service Way and solution

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An Internet term: Search engine marketing (SEM)

SEM is search Engine marketing abbreviation, Chinese meaning is search engine marketing. SEM is a new form of internet marketing. SEM is to do a comprehensive and effective use of search engines for network marketing and promotion. Sem pursuit of the highest cost-effective, with the smallest input, the largest access to the search engine from the volume, and generate commercial value.

SEM can be in search engine brand maintenance, the brand's negative information as little as possible in front of the search users, can prevent competitors in the network malicious framed. At the same time can be in the promotion of positive and commercial information, and thus achieve the goal of brand promotion!

Two SEM services are mainly 4 ways:

1, bidding rankings, as the name suggests is the site can be collected after the search engine, pay higher rank the more forward; Competitive ranking service, is by the customer for their own web page purchase keyword ranking, pay-per-click Service. Customers can control their ranking in a particular keyword search result by adjusting each pay-per-click Price, and can capture different types of target audiences by setting different keywords.

The most popular pay-per-click Search engines in the country are Baidu, Yahoo and Google. It is worth mentioning that even if it is done PPC (Pay per click) paid advertising and bidding rankings, it is best to search the site for SEO design, and the site will be logged into the major free search engine.

2, the purchase of keyword ads, that is, in the search results page display ads content, to achieve advanced positioning, users can change the keyword as needed, the equivalent of a different page rotation ads;

3, Search engine optimization (SEO), is through the site optimization design, so that the site in search results in front. Search engine Optimization (SEO) also includes site content optimization, keyword optimization, external link optimization, internal link optimization, code optimization, picture optimization, search engine login.

4, PPC (Pay per calls, in accordance with the effective call charges), such as: "TMTW call to Pay", is based on the number of effective telephone charges. Purchase bidding ads are also called PPC.

The upgrade and expansion of the concept of three SEM

With the search engine algorithms and service methods (professional pictures, video search engines appear), search engine search content is increasing, take Google, there are pictures, videos, blogs, information and so on, so for the search engine marketing activities, should also add content. In the past talked about search engine marketing, refers to is the auction name and SEO. Now, SEM should add more content, such as:

1, SEO services, that is, search engine optimization, the current SEO services are mainly web seo. Help to do web search rankings before the ranking, to obtain natural rankings and traffic. Later, the same image seo, video seo also included in the category of SEO services. But video marketing should involve more new content. Search engines provide maps and navigation access, and you can also consider how to perform search engine optimization.

2, bidding ranking advertising management: keyword screening, advertising group distribution, advertising word originality, bidding process optimization (rule-based, not rule-based), Advertising effect analysis optimization (keywords, campaign,creative each link can be adjusted, For example, campaign groupings can be grouped by product, grouped by long/short term AD. Of course, the tracking of auction rankings, fraud-click detection and so on are designed more aspects.

3, Video marketing, the current professional video search engine appears, there are domestic such as openv.com, foreign Blinkx, and Google,baidu, etc. also began to make special video search, and has launched a video AdWords ads, Baidu TV league, so how to do the video , how to make the search results ranked by the front, this is a relatively new area, of course, also involved in video file processing, playback and so on.

4. Community Marketing. With Facebook, MySpace's rise and prominence, the community has become the end of the 2007 year, and the corresponding community marketing should start, and professional corporate communities such as LinkedIn, the ning of interpersonal relationships and so on provide a more effective arena. When the search results page starts to show community content, we should start community marketing. Of course, search engines also began to do their own community, such as Baidu know, Google Tianya, do community ads, such as Google in MySpace, Microsoft's on Facebook.

5, News Marketing. Baidu has news search, Google also has the information, then we should not let their businesses and everyone often meet in the news search results? I think so. This involves more offline event marketing and online news integration.

Four-SEM comprehensive solution:

1, Keyword Consulting analysis

From the evaluation of the current quality of the customer site to start, list the most appropriate keywords and related content for customer reference. General Enterprise keyword Choice usually can be divided into core keywords and derivative keywords. Core keyword refers to the positioning of the main products, and derived keywords is the core keyword supplement.

2. Competitor Analysis

In search engine, some keyword competition is extremely intense, therefore will according to the following content to customer's competitor website carries on the comprehensive analysis, including: Competitor's website design, the page is indexed by the search engine, has the other domain name and the website and so on. Through these analyses, we can clearly understand the network marketing strategy adopted by the customers ' competitors, so as to formulate the targeted network promotion plan.

3. Content Construction

We will develop a complete keyword density and marketing plan for our customers, and keep close communication with customers before the website is online to ensure the best results.

4, Website reconstruction

The customer site will be consolidated to include the appropriate keywords to fit the search engine's working principles. At the same time, including page design, meta tags, alt tags, picture descriptions, internal link structure and a number of items, including the page, will be optimized to make it more attractive search engine crawler, more in line with the search engine algorithm.

5, Link development

The customer site and some of the PR value of the site to establish links to significantly improve the importance of the site.

6, website submission

After the completion of the site's own optimization, will be submitted to the customer site to the major search engines, such as Google, Baidu, Yahoo, AOL, MSN and so on, as well as some well-known charges directory, such as Yahoo directory, Microsoft directory.

7. Report

After the completion of the website optimization, will give a detailed report, including site search flow statistics, customer conversion rate statistics, these can let the customer fully see the optimization effect. And in the next 30 days, daily to inform customers of the relevant data in order to better assess the entire project.

Five search engine marketing (SEM) advantages

SEM is to do a comprehensive and effective use of search engines for network marketing and promotion. Sem pursuit of the highest cost-effective, with the smallest input, the largest access to the search engine from the volume, and generate commercial value.

SEM can be in search engine brand maintenance, the brand's negative information as little as possible in front of the search users, can prevent competitors in the network malicious framed. At the same time can be in the promotion of positive and commercial information to achieve the goal of brand promotion.

The status of Search engine marketing (SEM)

With the universal application of SEM and in China's rapid start, whether it is SEO, or SEM are focused on the Internet, the new market development. I have always believed that our future is good, because as long as the search engine exists, our value will be infinitely high. Survey shows that in developed countries such as Europe and the United States, SEM is a very popular enterprise external marketing means. They are accustomed to establishing brand identity, enhancing brand trust, and further engaging consumers in activities and buying their own products in the tiered market of the Internet.

Google, the world's largest search engine, has an astonishing 200 million hits a day on its engine, and is still growing in shape as the internet grows. Since 2004 began as a new form of network marketing into China, just 3 years with the rapid development of China's Internet, SEM has been more and more manufacturers, agent dealers adopted, and become an important external marketing tool.

SEO for the major forums are discussed, and then SEM is very few people mentioned. This can only explain the number of people engaged in SEM is very few, because often many SEO has the technology, basically do their own website, also do not want to join some enterprises. Because it is possible to collect tens of thousands of monthly, which also caused the SEM team is one of the few reasons.

What is the SEM team

SEM team is deep in the major E-commerce enterprises within a team, seo→sem→ marketing department-→ corporate brand, SEM (search Engine Marketing) Chinese translation: Search engine marketing, SEM is a new network marketing and promotion. SEM to pursue the highest cost-effective, with minimal input, to obtain the largest search engine access, and generate commercial value. SEM can be in search engine brand maintenance, the brand's negative information as little as possible in front of the search users, you can prevent competition in the online malicious framed. At the same time can be in the promotion of positive and commercial information to achieve the goal of brand promotion.

The difference between SEO and SEM

SEO is part of the SEM, SEO and SEM is the main goal of the difference:

SEO is mainly for the ranking of keywords, site traffic, the structure of the site, search engine pages included in the data.

SEM is based on the SEO technology to expand the search engine to bring the commercial value, planning an effective network marketing program, including a series of web site operation strategy analysis, and implementation, marketing results to detect.

Six search engine Marketing (SEM) process

Business Analytics: Identify what business goals the site is going to achieve. For example: Sell a product or provide a service.

Market research: Find out how people search for websites. Specifically, including the investigation of commonly used keywords, mining has not yet been recognized by competitors, cost-effective keyword, investigate what competitors are doing, how to do search engine advertising, which sites are most worthy of the link to this site.

Search Engine Optimization: The premise of this step is to find the right keywords. It's a waste of time to optimize for keywords that are rarely looked up. With the right keyword, you can optimize the URL of the Web page, title, META tags, body headings, body content, ALT tags, links. For those who have frame, flash animation, use the database dynamically generated pages of the site also need to do further work.

Implementing a link strategy: Many search engines judge the importance of your site based on how important it is to your site. Although the number of these sites is better, the quality is more important. Implement a link strategy to ensure that your site is deeply interconnected to the Internet.

Submit to the search engine: the site is optimized and can be submitted to the search engine. There are thousands of search engines, of which really important only a small part. These search engines for other search engines, portals, corporate sites to provide search results, the key is to have a good ranking on these search engines. While some of these search engines allow software to automatically submit new sites, in an increasing number of cases, manual submissions can guarantee a successful submission. All major catalogs require meticulous manual submission.

Search Engine Fee Service: Search engine more and more to introduce paid collection, pay ranking, click the operating mode of charge. Not using these fee-based services will make you lose half the viewers. The advantage of these fee-based services is that the results are clear and quick. The free collection of search engines usually takes 6-10 weeks, and the catalog may take more than 6 months depending on the category you choose.

Manage search Engine marketing: Track the ranking of target keywords, according to the server log to analyze what search engines visitors come from, what keywords to use, adjust the page code and content, calculate click on the rate of return on the advertising investment, evaluation of its effect good or bad. In fact, the search results are always in fierce competition. If your competitor sees you rank well, they won't let that state stay.