Yuo Hao: Search engine marketing effect is the hard truth

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Search engine marketing is not really complex, simply said, users search engines to find relevant keywords, as long as the search results can see our promotional information, this is the search engine marketing. Search engine marketing is usually through three ways to achieve: Bidding rankings, SEO and Third-party website promotion. Small and medium-sized enterprises in the search engine marketing, Yuo Hao that the key is to combine the characteristics of the product and the company's own situation to choose the marketing method, so as to achieve the maximum marketing effect. After all, for enterprises, technology is only a means of service marketing, marketing effect is the hard truth.

First, the bidding rankings let our business marketing immediate

Bidding ranking is in Baidu, Google, such as the search engine advertising, when users search for products related to your words, your promotional information will appear in the search results in the front. After the user sees it, it is possible to buy a consultation or even direct a deal. The characteristics of the bidding ranking is immediately effective, the user is very accurate, the disadvantage is that some popular keyword costs higher.

A lot of people have done the bidding rankings, they feel that the money is too fast, the effect is not good, one of the important reasons is that the account is not reasonable, the result spent a lot of wrong money, but also do not reach the marketing effect. Yuo Hao next in detail to talk about how to make reasonable account settings, so that each of our investment can bring the corresponding benefits.

1, the choice of key words can not take for granted, to use data to speak

Many companies have done the bidding rankings after the effect is not good, and spent a lot of money, largely because the user clicks Ads is not accurate, these users are not really need users. The reason is because the keyword selection is unreasonable. Our target customers will enter which words to search, must not imagine, follow their own feelings. Because the user may not be familiar with our industry and the products we produce, the words he uses in the search may not be the same as we think. This requires us to choose the key words in the real statistical data as a starting point, to make a reasonable choice.

Baidu Promotion Management system backstage has a "keyword Recommendation" tool, this tool can be counted different keyword search volume. As long as we register an account, we can use this tool for free. When you enter a product vocabulary, you can know the search volume of the word, as well as the relevant vocabulary search volume. It's easy to see what words users may enter to search for a product or service, and what the search volume is for each word. With this basis, and then to filter out the most relevant to our services or products, then we can attract the most accurate people. Google AdWords keyword tool also has a similar effect, we can also refer to the use.

2, set keyword matching way, let money spend on the blade

The matching method of the keyword is set rationally, can let us use the least cost to find the most accurate user. Many companies use the bidding rankings after a huge cost, because the keyword matching method set improperly. There are three ways of keyword matching, which are broad match, phrase matching and exact match.

For example, there is an English training school, the account set up a key word is "English training", if the word matching is a wide range of matches, the user in search of "English Forum", "English books" after all may see your information, and to click, resulting in costs. Search these words most users do not need to participate in English training, then these users click is invalid click, will also waste our large amount of advertising fees. Phrase matching is more accurate, and only when the user searches for words containing "English training" will our search ads be displayed. For example, when users search for "English training Schools", "English training Institutions", our ads are likely to show to the user. Exact matching means that only when the user searches for words that are exactly the same as the words we set up, can users see our ads. The advantage is that the user is the most accurate and the least expensive.

3, improve the quality of keywords, with the least cost to achieve the same effect

After using the PPC service, the ranking of the sites is determined by the comprehensive ranking index, not simply by the bid level. The comprehensive ranking index is a weighted average of the keyword bid price and the quality degree of the keyword, that is, the comprehensive ranking index is influenced by the keyword price and keyword quality. If the quality of the account keyword is improved, we will be able to keep the rankings while reducing the cost of clicking the ads. Tips: This article by push a member Yuo Hao original, I mainly engaged in network marketing work, want to see the author more articles, please search "Yuo Hao", reprint please retain this copyright information.

Keyword quality is mainly by the promotion of unit creativity, website quality and promotion of the account itself to determine. Promotion unit creativity means that when a user searches for a keyword, we show the site title and description of the site in the search results. Creativity and keyword relevance, the originality of its own fluency, and creativity in the display of the number of red key words, will affect the quality of keywords. Improve the relevance of creativity, fluency and drift red degree can make the quality of keywords to improve. The quality of the site, including the opening speed of the site, the stability of the site space and the site landing page and the relevance of the keyword, improve these technical indicators can also make the quality of ascension. For extension accounts, the rate of click-through, account structure and account history will have an impact on the quality of the account.

4, with good ideas to attract users to click

A good idea is half the success, and the goal of creativity is to attract users to click. For some popular keywords, bidding a lot of sites, SEO site is also a lot of users can not be on each of the results are clicked, but will be based on the promotion of the concept of keywords to determine whether the site has its own needs of information, so as to decide whether to click.

Creative text must be around the user needs to write, with a short text to explain what we can provide users with services and products, we can bring to users what benefits, solve what problems. Some attractive promotional messages can also increase user clicks.

5, a full set of accounts, accurate control of the budget

For some enterprises that only provide local services, it is important to set up a good search advertising area. At present, Baidu bidding on the area can only be accurate to municipalities and provinces. If the service provided by the enterprise is only for local users, then the delivery area should be set to the appropriate provinces and cities. And then through the keyword matching method, so that our ads as far as possible to show only to local users, to avoid invalid clicks.

In addition, we can control the daily budget of the account. When the amount of spending per day in an account reaches a set value, the ad is automatically off the shelf.

Second, SEO for enterprise marketing to bring long-term and stable customers

SEO is Search engine optimization, is through a series of means, let search engines to speed up the site included, improve the site rankings. SEO benefits are very obvious, first of all, low cost, we do not need to pay search engine advertising fees, pay only a part of the labor maintenance costs. Second, SEO is a natural ranking, users of the natural rankings of the site trust is higher, the effect of better. Third, SEO can bring a whole effect. Generally speaking, a core keyword ranking optimization, many related to the long Tail keyword rankings will follow up.

SEO to be effective is to take some time, less a month or two, more than six months to a year. Therefore, enterprises in the SEO must maintain a good attitude, not too impatient. The length of effective time is related to the competitive degree of keywords and the choice of optimization methods. And SEO is not a permanent job, we must continue to maintain, in order to maintain the stability of the rankings. In the SEO, grasp the following principles, can make our efforts with less effort.

1, grasp the key, do not dwell on technical details.

For search engines, there are many factors affecting the ranking of the site, but the core factor is so few. To grasp the key points, to do a good job in these areas, we can make our site rankings have been significantly improved. Many people blindly study a variety of ranking factors, various ranking techniques, using a lot of methods, but each method is a superficial, the results can be imagined.

The impact of the site ranking of the core factors are three, respectively, the title of the Web page, the site's reverse link and the density of the site keyword. It is important to carefully design the title of each page of the website. Generally speaking in the title of the home page we layout the core keywords, in each channel page layout of the secondary keywords, in the content page layout a lot of long tail keywords. The reverse link of the website should use anchor text link more, Anchor text link has important influence to the keyword rank. Backlinks on the page of the higher the weight, the effect is more obvious, so we have to do more high weight outside the chain. Keywords in the site can be layout in the navigation, column, article title and article content, so that the site's keywords to achieve a certain density. Specific technical details and optimization methods, we can refer to Yuo Hao's article "Decision SEO ranking of the three core principles" and "influence the two important factors of keyword ranking", in the article the author of some SEO optimization techniques are elaborated.

2, through the marketing concept of SEO is the most effective SEO

SEO is a kind of technical means, must take the marketing goal as the fundamental starting point. Many enterprises in order to SEO and SEO, the results of the site in the accumulation of a large number of keyword information. Although the site ranking is by the front, but users enter these sites, can not get a good user experience, also can not find the information they need, then such SEO is failure.

Website must take into account the marketing function and SEO, not only to let users come to our website, but also let them see the site after the purchase desire and purchase behavior. Do not want to SEO and an enterprise station to make information station appearance, this will cause the website marketing effect greatly discounts. In addition, in the site title and description, not only to consider the layout of keywords, but also to consider the marketing effect of text, after all, this is an important factor in the impact of user clicks, some personalized unique description allows you to get a higher number of clicks in the search results.

3, the effect is more important than the data

Enterprises in the SEO must give themselves a correct positioning. We are not technical researchers, but businessmen. Businessmen should pursue results rather than focus on data. Yuo Hao is pushing a network marketing college has been engaged in teaching work, including most of the students are enterprise marketing promotion staff. I found a problem, some students will often talk about the importance of data analysis, blindly stare at the site's IP number, PR value, included number, the number of external chains and other technical indicators. In fact, this is caught in a misunderstanding.

The data can reflect a certain problem, of course, we also want to test the site data. But as long as the site does not occur big changes, we can not pay attention to "today's collection of why a few", "Tomorrow's chain number why more than a few" and so on. We should do is to strive to update high-quality original articles, do a lot of high weight outside the chain, because this is to maintain the site rankings and improve the site ranking key.

Third, the promotion of third-party websites so that free marketing to play a great power

In search of certain product keywords, we often find in the forefront of search results Baidu know, Baidu Bar and net, such as the shadow of the site. These third-party websites, because of their high weights, are often able to occupy the forefront of search results. And in these sites to publish promotional information is completely free, there is no technical threshold.

If an enterprise does not have a large amount of funds to do the bidding rankings, there is no better technical personnel to do SEO, then the use of Third-party Web site search promotion is undoubtedly an optimal choice. Some companies simply use this method to promote the network, each month to achieve a very substantial income.

1, the election to promote the site, not spending the same powerful marketing

Since it is to do search engine marketing, we choose the third party site must have a high weight, so that our promotional information can be displayed in the forefront of search results. Such a high weight site mainly has several categories, first of all Baidu-related sites, such as Baidu know, Baidu Bar, Baidu Library and Baidu Encyclopedia. The second is classified information sites, such as NET, 58 with the city and the common People network. There are some high weight e-commerce sites, such as HC nets, Alibaba and a lot of.

In these high weights of the third party site to promote the search, to achieve good results, we must adhere to long-term, accumulate a certain number, perhaps which promotion information on the top of the search results. As long as one piece of information occupies the forefront of search results, it can bring us a large number of potential customers. And this method can be effective in the short term, a message this morning may appear in the forefront of the search results in the afternoon.

2, carefully designed content, from the search results to stand out

Although these third-party Web sites have a high weight, and not just clockwork information can occupy the forefront of search results, which require a certain skill. First of all, the title to include keywords, it is best to use the form of long tail words more than a few times, but avoid repeating piling. Secondly, the content must be original, and contain the keyword to achieve a certain density. Third, in the information attached to a few publicity pictures, can achieve better rankings, but also to enhance the marketing effect.

Author Info: Yuo Hao, push a member, Blue Beacon member. To see the author more articles please www.yuehao9.com.

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