The value of the key words

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from the economic point of view, any commodity has exchange value and use values, the key words in the search economy also have the use value and Exchange values. The use value of the key words is the expression of people's own needs, which contains the meaning and implicit meaning of the key words. The exchange value of the key words is the cost that the merchant is willing to pay for the keyword, usually refers to the bid price of the key words. Now let us discuss the use value of the key words and exchange values respectively, and then analyze the relationship between the use value of the key words and exchange values, and finally put forward the choice strategy of the key words.

The use value of the key words
The meaning of the key words is to embody the actual value of the keyword, it is the performance of the individual needs of the searcher. A keyword with higher use value should be able to reflect the more obvious user needs, that is, keyword implicit intention to maximize the change. Here, for example, if I and some friends plan to travel to Hangzhou this weekend, but need to determine the place of accommodation in advance, but also want to choose a cheap hostels or hostels, in this case from the integrated search engine Google or Baidu is our preferred search engine. We compare the following two key words "Youth hostel", "Youth Hostel Hangzhou", there is no doubt that the latter than the former value of higher. Because the results from the latter search are more in line with our needs than to spend too much time looking for answers in the next page of search results. This example is from the user's point of view to the choice of key words, then thinking, from Hangzhou Youth Hostel want to get more customers, if they can contain high value of the Web page keyword, and optimized in the page, so the "winning probability" will improve. It can be seen that the key words with higher use value are more likely to be composed of many words, and the value of general keywords will be reduced because of the expansion of Internet information. So for the provision of specific services or products of the site, whether from the page structure or text content perspective, should pay more attention to how to use the high value of the keyword reasonably allocated in the page. This process is similar to the purchase of football lottery, people need to the team's current strength and history of the overall consideration, so as to improve the chances of winning.

Exchange value of key words
Exchange value is the actual amount that people need to pay for marketing for the purpose of buying keywords. The most typical business model is the competitive keyword service provided by search engines, also known as bidding rankings. PPC is a search engine keyword advertising form, in accordance with the highest paid bidders ranking principle, the purchase of the same keyword site ranking of a way, Google adwords,yahooo! Sponsored search is a similar service. The key to determining the price of keywords depends on the keyword competition, the higher the competitiveness of the key words prices will also rise. That's why some keyword prices can rise to a few dollars, or even dozens of of dollars. Behind this we not only focus on the factors of competition, we also need to understand the industry behind the competition. For a high profit industry, the key words from the price to the keyword brought about by the average profit constitutes a price space. The greater the price space, the competition will gradually more and more, the price of the key words will also rise, the final auction price tends to smooth, the risk of buying keywords gradually increased, only those who can better evaluate the keyword investment rate of return of the company will continue to invest in the keyword.

The relationship between use value and Exchange values
The use value represents whether the keyword can embody the value of the user's actual demand, while the exchange price is more commercial profit angle to measure whether the keyword has purchasing power. There is no inevitable connection between use value and exchange rate, that is, the keyword with high use value does not mean that it also has higher exchange values. Here for example, a student to write a graduation thesis will be around the Internet to find relevant information, his search keyword must be closely related to his topic, there is a high value, but as he personally, more want to access the Internet for free information, So few businesses are willing to buy these keywords or pay higher advertising fees. In another case, the lower value of the keyword will have a higher exchange values, usually belong to general-type keywords, when people can not be the implicit meaning of the key words by means of explicit, choose a common keyword search is the most economical way, the competition for such keywords is more intense, so auction prices will rise.

Based on the analysis of the two values of the key words, then in the bidding keyword process, we can propose a simple and reasonable strategy, namely, the choice of high use value and low value of the key words as a choice of the basic principles of investment keywords. This principle is also reflected in the long tail theory for individual merchants through search engine marketing influence. Under normal circumstances from the search engine to bring the flow of the site, tracking the key words have a higher use value, that is, clear user needs, but these keywords appear the repetition probability is small, the form of ever-changing. If as a merchant in the bidding process to take a proactive strategy to predict these "unordered" keywords, and in the flow of high search engine sites to invest in these keywords, then the cost of advertising will be the lowest, the resulting return on investment will be satisfactory.

Bidding the key words is the game, who is the banker, who is the gambler?