Uncover search engine marketing veil-one of search engine marketing series

To uncover the veil of search engine marketing, we first look at what is Search engine marketing:

According to the definition in the wiki, the explanation is:

Search Engine Marketing English is Serchengine Marketing, abbreviated as SEM, is a kind of network marketing mode, its aim is to promote the website, increase popularity, through search engine return results, to get better sales or promotion channels.

From the above meaning we analyze, search engine marketing its essence is to promote the site and increase visibility. Actually starting from the actual, for different sites have different needs, generally have the following four kinds of requirements:

Brand demand: This kind of site is not mainly to promote a product mainly, but hope to use the content of the site itself, improve the whole brand's system and service system, and use this platform to promote their own some of the latest product line or a certain model, such as IBM, Nike site, which itself is a brand image of the display, Also need the site itself to obtain a service system supplement, he will not be a key word or a certain column to make deviations, search engine marketing focus is how to shape a better corporate image and get more users of the favor, in the way should be put ads, user evaluation of the display, Product category display and search engine results return good display efficiency.

Its characteristics are as follows: The whole sense, the influence lasting, the technique pluralism, the structure is stable, the cost is huge, the personnel demand is big, the function crowd is widespread.

Image demand: This kind of site is mainly based on the image of advertising, mainly according to a product performance or its characteristics, tailored, with no duplication. Its purpose is relatively simple, fast and effective to create a previously non-existent or similar products with the same attributes and different characteristics of the image-oriented products, and then according to their image definition to expand the product line. For example, mobile flying letter, dynamic zone such sites, as a new thing, need a short period of time to obtain a large number of target groups. This target is strong, so the search engine marketing is more complex: put ads, put soft, product features show, in the entire marketing strategy, focus on effect marketing.

Its characteristics are: fast, accurate positioning, speculation and strong, stage and rhythm, cost large.

User needs: This kind of site its main and now on the Internet portal, concept station and so on hook. Concept station such as the current popular WEB2.0 site: blog, wik, online video, etc., this series of sites need to accumulate users, these sites search engine marketing strategy is relatively simple, the main way: Search engine optimization, the launch of key words ads.

Its characteristics are: broad coverage, lasting effect, strong rhythm, small investment, quick results, high quality requirements, group collaboration.

Sales demand: This kind of group is concentrated in the small and medium-sized enterprises, the main purpose is to increase sales, reduce the cost of expenditure, expand the influence of enterprises, expand the survival of enterprises space. The aim is strong, the time request is urgent, pay attention to cost control and investment return ratio. Search Engine Marketing practices diverse: The launch of key word ads, search engine optimization, soft text delivery, the establishment of satellite sites, supporting the establishment of service sites, copy of the organization.

Its characteristics are: precision effect, investment and return calculation, personnel requirements, phased, long-term.

Synthesis of the above several search engine marketing needs, can be seen, search engine marketing itself around the search engine to launch, all work is for the purpose of marketing strategy customization, it can be said that marketing objectives determine the search engine marketing strategy, implementation methods, budget and so on, This also proves that search engine marketing is only a branch of marketing, should be combined with overall marketing to look at, not isolated. Of course, also from the side reflects the search engine marketing coverage and its broad and highly targeted, gimmick diversity, where the content can be expanded rich.

(To be continued)