Website keyword selection and search engine marketing strategy

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Search Engine keyword advertising is a pay-per-click Search Engine marketing, search engine optimization refers to the site after the basic elements of the optimization design so that the site in search engine natural retrieval results to obtain good location and index information, the two biggest difference is that the keyword ads is the search engine paid services, And for the information in natural search results no matter how many users browse and click, the site does not need to pay any fees to the search engine. So from the surface, the keyword advertising is to pay, and search engine optimization is free, but here the "free" is only search engine free service fee, does not mean that the site does not need to invest in search engine optimization resources.

Enterprises in search engine keyword advertising and search engine optimization strategy to choose between, many sites will tend to use only the search Engine optimization promotion method, because it will inevitably form such an idea: since it can be free to carry out the Search engine optimization promotion (even better than the keyword advertising results), Why do you still have to spend money to put keyword ads? In fact, compared to search engine optimization, in addition to the main "disadvantage" to pay for the search engines, keyword ads In fact there are many advantages, keyword ads in some areas than based on search engine optimization of natural search results more prominent, Search engine keyword advertising and search engine optimization is not contradictory, the most ideal way is based on the actual situation of the site and Network Marketing competition Environment comprehensive treatment of the relationship between the two, so as to get the best search engine marketing results.

In "Google Chinese keyword Advertising effectiveness test report and analysis, has analyzed the Google keyword ads and search engine optimization relationship, the article put forward the view is: keyword ads and site optimization rankings are not contradictory, Because the general site can not guarantee through the optimization design so many keywords can be in google search results to get a good ranking, so keyword ADS is the site optimization and free login supplement, that is, the use of a keyword search site information in the Google rankings in the first position, can also use paid keyword ads, this is because the search results ranking information and keyword ads are not necessarily the same information, the user's preferences are different, and natural search results appear in the information and keyword advertising information may not be consistent, so the user's attractiveness is also different, To get the attention of different users and further click behavior.

Google keyword ads as an example, because Google uses the natural search results and keyword ads in the search results completely separate way, the left is the natural search results, the right "sponsored link" below the Paid keyword ads. If the same Web site information on the same search results page, such a keyword advertising is not a waste? In fact, it is not quite so. In "Google search engine optimization and keyword advertising (AdWords), I have analyzed this, mainly from the user to browse the information preferences and search results of the summary information on the user's attractiveness two aspects to consider, that more than one channel of information transmission must have its value." In addition, because the search results page keyword Advertising location is limited, occupy a favorable position to promote the competitor can also form a certain sniper effect.

In short, in the development of search engine marketing strategy, should be based on the marketing resources of enterprises to consider the relationship between free promotion and pay promotion, systematic treatment of search engine optimization and keyword advertising, not only one-sided emphasis on one aspect and ignore the other.

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