Understand the intentions of searchers to implement search engine marketing

Today, to find out what the searcher's intentions are, the importance of http://www.aliyun.com/zixun/aggregation/8485.html "> Search engine Marketing," an article on how to build brand awareness gradually, These are the problems needing attention in the network marketing. First, introduce the concept of several nouns. We will roughly use search engine users into three categories:

1, the Navigator search for specific sites (perhaps because they do not know the exact URL), the use of search requests such as "Sina" or "NetEase."

2, information searchers need information to answer their questions or to understand new topics, using search requests such as "What Is SEO" or "website optimization".

3. Trading searchers want to do something (buy things, register, compete, etc.), and they use search requests such as "Sydney Weather" or "NOKIA5200 How to unlock"

Does the searcher's intent be informational or transactional?

At the height of the Internet, a leading art and print Web site spent millions of dollars on the payment of art-related search requests. The marketing manager knew that "Monet" was their biggest search request, but the number of visits to Monet by Yahoo recently dropped significantly. What has changed?

Check Yahoo on the "Monet" search results, found in the natural search results have a new site, provides a full history of Monet information. Obviously many searchers looking for Monet information are likely to visit the new site, not the art and print sites.

In response to this change, the marketing manager placed more information about Monet on his website and soon found that his Monet Web page had improved in Yahoo's natural search rankings. As expected, he began to see a significant increase in traffic through Yahoo's natural search to the new Monet page. What's puzzling is paid search clicks-they fall more. To make matters worse, when both paid and natural search recommendations were added, although traffic increased by one fold, no more people bought Monet prints.

Why is that? The Marketing manager decided to conduct an experiment. He added an investigation to the new Monet Web page and presented a printed picture to anyone willing to offer his intention to visit the site. Of those surveyed, 95% said they were students, only looking for Monet's life and information about his paintings. These are informational searchers who have no desire to buy Monet prints.

With this information, the marketing manager transfers his paid-for-place purchase from an informational request to a transactional search request (the name of Monet's painting, such as "water lilies" labeled Lili). This strategy not only increases traffic, but also increases sales. Because this captures those who did not input "Monet" as a search request, but who actually prepared to buy specific prints.

As you can see, a careful study of the searcher's intentions is a reward for attracting more searchers who are focused on your site's goals. Avoiding the wrong traffic is as important as getting the right traffic. Because the art and print Web site for each art students click paid to place the page to pay for each click Fee, is a complete waste. By focusing on search requests that real buyers use, this art and print site reduces access to art students, while attracting more art buyers, which increases sales and reduces the cost of paying for placement.

Can understand and gradually grasp the intention of the searcher, can be targeted to implement the search engine marketing, and in fact, SEO site optimization is only part of the SEM or a means, we do a good job search engine optimization of the ultimate goal or for the network marketing services.

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