Search Engine Marketing(SEM)

Search Engine Marketing, referred to as the SEM. According to user use search engine is the way, utilizes user retrieving information opportunities as far as possible will marketing information to the target users. In simple terms, search engine marketing is based on search engine platform of Internet marketing, USES people to the search engine's dependence and usage, in people when retrieving information as possible will marketing information to the target customers.

introduction

Search engine marketing the basic idea is to enable users to find information, and by clicking in website/web further understand the information he needed. In the introduction of search engine strategy, it is generally thought that, search engine optimization design main goals are two levels: by search engine, included in the top of the search results. It is common knowledge problem, most network marketing personnel and professional service provider to the search engine's goal setting and basic in this level. But from the actual situation of perspective, just do it by websites and in search results ahead is not enough, for obtain such effect actually does not necessarily increase the user's point into rate, more cannot guarantee for the customer will converting visitors or prospective customers, therefore can only say that is search engine marketing strategy in the two most basic goal.

Search engine marketing main realization methods include: competitive rankings, classification catalogues login, search engine login, paid search engine ads, keyword advertising, TMTW calls paid advertising, search engine optimization (search engine rankings), natural address bar search, web links strategy. Search engine marketing the pursuit of the highest price, with the smallest input, attains the biggest from search engine traffic, and produces commercial value. Users in the search for information used by keyword reflects users of this problem (products) attention, the attention is search engines have been applied in network marketing is the fundamental reasons.

Search marketing most main job is to expand the search engine marketing business the proportion, through to the site for the search optimization, more mining enterprise potential clients, help enterprises to achieve higher conversion rate.

Search engine marketing - core ideas

Search engine is still the main website promotion meanses, especially based on natural search results search engine promotion, so far, search engine marketing four goal level still is free, so by numerous small and medium-sized websites' attention, search engine marketing method also become network marketing method system of main component. The current search engine marketing research, whether for search engine optimization or paid search engine ads, basically be in operational level, if want to these specific operational methods and techniques for search engine promotion induction of general rules, it is necessary to raise the question: search engine promotion core thought of is what?

New competitiveness through to the search engine marketing laws of in-depth research thinks: search engine promotion is based on website promotion -- this is the core idea of search engine marketing. This statement is easy, if you carefully appearing found, this sentence indeed contains a search engine promotion of general rules. The author "website promotion strategy in the contents of promotion thought angled" a proposed a point of view: "website content is not only large ICP website's life fountainhead, for enterprise's websites of network marketing effect is also crucial. Because the site itself is a kind of effective website promotion means, only this promotion need to resort to search engine this information retrieval tool and therefore website content promotion strategy actually is also search engine promotion strategy specific application. Search engine marketing core ideas on website promotion strategy guiding meaning "search engine promotion is based on website effectively text message promotion", the guiding ideology to formulate website promotion strategy guiding meaning expression in aspects:

The need for effective website promotion website content

Effective content, i.e., the website of website promotion valuable content. To increase website content in the role of first being meet user access to information, this is any website issued the content and the basic purpose, from the direct the visitor's perspective, the information on the net usually cannot be completely satisfy all the needs of users, each increase the content of a web page, also mean to meet the user's information demand increased a little work. Therefore website content strategy basic starting point is users can provide effective information and service, so, no matter what the user through channels to website, can get as detailed information. In this basic meet user requirements, under the precondition of site content still should consider a search engine collected and retrieval rule, so users can access information website through search engines to bring more opportunities. Search engine included information on page number for the unit, be collected every web page are users find opportunities, also only by search engine included can obtain the search engine promotion opportunities. Therefore, through to increase website content and achieve website promotion strategy, still essentially is search engine promotion methods of a specific application forms, shall be subject to the general principles of the search engine marketing. Web content does have the website popularization value, not only depends on search engine, users will also depend on the use of the search engine's behavior, only do web content is search engine indexed, and in user use some keywords retrieval when appeared in the retrieval results by previous position, it will be possible to be users find and cause further interest. The network marketing is one of the basic tasks using Internet marketing means information to the target users, website content strategy is realize the basic task of the concrete method.

Website content strategy and website promotion strategy are inseparable

New competitive research thinks, website promotion is a systems engineering, not only website construction of professional level, the functionality of the site and structure factors and the website promotion strategy and website promotion effectiveness is directly related to the same strategy, the content on the website directly influence the website promotion effect. But in general website promotion strategies for website content strategy research is less, or rarely will website content strategy and website promotion strategy connected. Considering the website content for the website promotion, facilitating the significance of coordination website after website content strategy and promotion strategies, the relationship between both of them for the network marketing strategy, as an important part of the overall strategy should be in network marketing aspects. Seek unity The foregoing analysis shows that effective web content for the website promotion strategy is so important that much of a web page, if contain valid keyword, then in search results is much the once users find opportunity, but are in fact not every site many content, especially of interest to users of the content, so poor, this situation appears content in many small and medium-sized websites are particularly common, as if in addition to the company profile, product profile, besides, no other content can be released. So, how should the effective content increased website? This is facing many enterprise web site promotion difficuit problems. To this, Internet marketing new observation of the project research conclusion is, increase of the site's content way can from websites internal and external two aspects of resources to consider increase content: (1) fully utilize internal resources, but also is the existing content on a web site reasonable packaging, optimization and expand, (2) reasonable use external resources, including use of the partners of resources, using relevant information resources, and the enterprise information resources through other sites spread, etc

Search engine marketing main realization methods including

Competitive ranking (such as baidu bidding) and classified catalogue login, search engine login, paid search engine ads, keyword advertising, TMTW calls paid advertising, search engine optimization (search engine rankings), natural address bar search, web links strategy. Search engine marketing

Using search tools can realize four levels of marketing goal:

1) by search engine included,

2) in the top of the search results,

3) increase the user's click (point into) rate;

4) will visitors into customers.

5) to become the enterprise of loyal customers.

In the four layers, the first three can be understood as the search engine marketing process, and the only will visitors into customer is the ultimate goal. In general search engine optimization, through the design page titles, and META tags in the description tags, keywords tag, etc., usually can realize the first two primary goal (if paying login, of course, are directly can achieve this goal, don't even consider website optimization problem). Realize high-level objectives, still need further to the search engine optimization design, or design on the whole to the search engine friendly websites.

The benefits of sem

Push the search engine marketing SEM is one of the most fundamental reasons seekers will buy products: 33 percent of searchers in shopping, and 44% of netizens use search site for shopping to do research.

The European market marketing personnel pointed out that they were produced for paid search pay per click is about 2 euro, 55 per cent considered "cheaper". In fact, in all marketing means, search engine marketing produces each effective feedback the lowest cost. Search engine marketing

Search engine marketing is a kind of trend

U.S. investment bank Piper Jaffray latest report finds that the 2005 global paid search engine marketing market scale reached an estimated 100 million us dollars, estimated in the 2006 will be increased 41%, more than 140 billion dollars. The next 5 years, estimate paid search market compound annual rate of 37% in 2010, reach 3.3 billion dollars. Search engine marketing growth has become a global trend.

Search engine marketing of commonly used method

A, competitive rankings, just as its name implies is paid to appear in web search results page, pay the high ranking the before leaning, Competitive ranking service, is by customers for their web pages buy keywords ranking, click charged a service. Customers can adjust pay-per-click price, to control oneself in particular keyword search results ranking, And may through setting different keywords captured different types of the target visitors.

At home the most popular pay-per-click search engines have baidu, yahoo and Google. Remarkably even made PPC (Click, Pay Per even according to Click charge) paid advertising and competitive rankings, best also should perform site search engine optimization design, and will website login to each big free search engine.

Second, buy keyword advertising, namely in the search results page displays the contents of advertisements, realize high-level positioning launch, the user can according to need to replace keywords, equivalent to advertise in different page rotation,

Third, search engine optimization (SEO), is through the optimized design of website, make site in search results in front. Search engine optimization (SEO) and including website content optimizing, keywords optimization, external links optimization, internal links optimization, code optimization, image optimization, search engine login, etc.

Four, PPC (Pay Per even call, according to effective call charges), such as: "TMTW calls paying", is according to the number of effective telephone charge. Buy bidding PPC advertising also known

At present, SEM is developing, and it will become future professional web and e-commerce development path. SEO is belong to SEM, part of the SEM contains SEO.

SEO and SEM difference

SEO and SEM the mainest is the ultimate goal of different:

SEO is mainly to keywords ranking, web traffic, website structure, search engine page of the theses data;

SEM technology is through SEO based on extended to the search engine brought about by the commercial value, planning effective network marketing solutions, including a series of website operation strategy analysis, and carried out, the marketing effect were detected.