Search Engine Marketing: SearchEngineMarketing in English, we usually call it "SEM" for short. It is based on the way users use search engines to take advantage of the opportunity for users to retrieve information to deliver marketing information to target users as much as possible. In simple terms, search engine marketing is network marketing based on the search engine platform. It uses people's dependence on search engines and their habits to pass information to target users when they retrieve information. The basic idea of search engine marketing is to let users discover information and click on the webpage to learn more about the information they need. Companies pay for promotion through search engines, allowing users to communicate and understand directly with the company's customer service and realize transactions.
Basic characteristics of search engine marketing
1. Search engine promotion methods are inseparable from corporate websites:
Generally speaking, search engine promotion as a common method of website promotion is rarely used without establishing a website (sometimes it can also be used to promote online stores, corporate yellow pages, etc.). Search engine marketing needs to be based on the corporate website. The professionalism of corporate website design has a direct impact on the effectiveness of online marketing.
2. The information passed by search engines only serves as a guide:
The search engine retrieves an index of web page information, which is generally only a brief introduction of a website / web page, or part of the content automatically crawled by the search engine, not the entire content of the web page. Therefore, these search results can only serve as an "introduction" Role, how to show the attractive index content to the user as well as possible, whether it can attract the user to enter the corresponding web page to continue to obtain information based on these simple information, and whether the website / web page can provide the user with what he expects Information, these are the main contents of search engine marketing.
3. Search engine marketing is a user-led online marketing method:
No company or website can force or induce users' information retrieval behavior. What search engine is used and what information is retrieved by the search engine is entirely determined by the user. Which pages are clicked in the search results also depends on the user's judgment. Therefore, search engine marketing is dominated by users, which minimizes the nuisance of marketing activities to users, which is in line with the basic idea of online marketing.
4. Search engine marketing can achieve a high degree of positioning:
One of the main characteristics of online marketing is that it can accurately analyze user behavior and achieve a high degree of positioning. Search engine marketing has better functions in user positioning, especially keyword advertisements on search results pages, which can be completely implemented with users. The keywords used in the search are highly relevant, thereby increasing the degree of attention to marketing information, and ultimately achieving the purpose of enhancing the effectiveness of online marketing.
5. The effect of search engine marketing is an increase in website traffic rather than direct sales:
It is important to understand this feature, because the mission of search engine marketing is to get traffic, so as the main means of website promotion, as to whether the traffic can ultimately be converted into revenue, it is not determined by search engine marketing. This shows that increasing website traffic is the main content of Internet marketing, but not all of it.
6, search engine marketing needs to adapt to the development and changes of the network service environment:
Search engine marketing is the specific application of search engine services in network marketing. Therefore, the application method depends on the working principle of search engines and the service models provided. When search engine search methods and service models change, search engine marketing methods It should change with it. Therefore, search engine marketing methods have certain stages, and coordination with the network marketing service environment is the basic requirement of search engine marketing.