The value of website optimization to the network marketing of small and medium-sized enterprises

The specialization degree of the construction work of the enterprise website is directly related to the effect of the implementation of the network marketing strategy, and the implementation of the Enterprise website optimization based on network marketing can bring great value to the enterprise. Specifically, a small head of a key bidding software for real estate development enterprises can bring the following aspects of the role:

(1) Meet the needs of users in the process of browsing information

Through the website optimization, can in the website content, the column structure, the function setting and so on many aspects comprehensive consideration user's demand, brings the valuable information and the service for the user, and provides the user to browse the information to provide the simple user-friendly interface and the high-speed downloading speed, enables the user to obtain the good experience And more comprehensive and more detailed understanding of the product to improve the average browser to the actual user conversion rate, so as to obtain a good network marketing effect.

(2) Good website promotion effect

Search engine is a very important channel for users to get network information. In general, a Web site through the search engine nature to obtain access to the total number of visits to the site 60% is very normal things, some sites or even more than 80% of visitors from the search engine.

Search engine is one of the common Internet services, its basic function is to provide users with quick access to the information needed to facilitate. According to the China Internet Network Information Center (CNNIC) survey results show that the search engine user size and penetration rate continues to increase, users use search engine frequency increased, the life of various information to obtain more appeal to the Internet and search engines. As of December 31, 2010, search engine has become the first application of Chinese netizens, search engine user size has been increased from 281 million people in 2009 to 375 million people, the utilization rate from 73.3% to up to 81.9%, the growth rate of 33%.

The above statistics show that the search engine has become the most important means of access to information. At present, the domestic search engine manufacturers more diversified services, increased the browser, input method, network community, network video, E-commerce and other fields of investment, at the same time, micro-blog and other emerging network applications of rapid development, helped push the domestic real-time search technology research and development and application. Search engine helps people to find useful information at the same time, but also gradually developed into a network marketing one of the basic means. Search engine in the network marketing precision and marketing effectiveness evaluation of mining, greatly enhance the network media marketing value. Most Internet users have had the experience of using search engines to search for information, for example, there are users in Google input keyword "townhouse" for search, then you can initially determine the user for the Townhouse property projects interested, he may be to buy a townhouse, at least may be a row villa more concerned about, Could be a potential customer. As real estate developers, if you can put their own enterprise information in the search results, you can use this opportunity to convey to the potential users of the message of hope, to achieve the role of publicity and advertising, and then promote enterprise marketing.

(3) The promotion function of the Enterprise development project

Reasonable use of search engines can achieve better product promotion purposes. Generally speaking, the user with "product name" or "brand name + product name", "brand name + product name + purchase Way" and other keywords to search, often indicates that the user has produced the purchase intention of the product, it means that the search engine search results page for the product publicity will happen very good promotion effect. At present, before buying real estate property, many customers will get preliminary information on the internet beforehand. Search engine for real estate development enterprises, has become an effective product promotion tools, the effect of this promotion to the net sales as the mainstream sales form of real estate enterprises have a positive significance.

(4) Promote the network brand of the enterprise

Network brand is the enterprise network marketing activities of the comprehensive embodiment of the current Q company's services are mainly in Mianyang local, so the company under the network brand to create a great effort, but in the network brand is relatively neglected. In fact, although the company's current scope of service is mainly concentrated in Mianyang local, but also can not ignore the creation of a good network brand, otherwise it will be in the future of the new economic trend of the outdated. In the process of network brand construction, the role of search engine can not be neglected. Enterprise's website information should be included in the main search engine, increase the site's search engine visibility, so as to get more users to find the opportunity, otherwise exquisite website also can not reflect the corporate brand image. The value of search engine to network brand not only depends on the marketing personnel's planning, but also depends on the search engine's information processing way, as well as the user's retrieval behavior, therefore, realizes the network search engine marketing brand value is a comprehensive activity.

(5) Effective against competitors

Search engines can bring rich information to users, but the user's attention to the results of the search is limited, usually in the results of the search results are found by the user may be larger, the more likely to be found after the smaller. The same keyword in the search results of the user found the opportunity is limited, that is, the relative scarcity of search engine promotion resources. With this, a reasonable defensive strategy can be designed to avoid more promotional opportunities for competitors.

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