Search engine marketing (SEM)

SEM (get started Marketing) is a new kind of Internet Marketing form. SEM has done is a comprehensive and effective use search engine network marketing and promotion. SEM the pursuit of the highest price, with the smallest input won the largest, from search engine traffic, and generate commercial value.

Now, with the Internet into the thick of life, SEM is also convenient for people's life arise, for example, now everyone generally use the B2C website, and online capture expends etc, many are using SEM.

Search engine (SEM) goal level principle

Search engine marketing can be divided into four levels, simply described respectively for: existence layer, the presentation layer, attention layer and conversion layers.

The first layer is a search engine marketing existence layer, the goal is in the major search engines/classification catalogues chance of gain was collected, which is the basis of the search engine marketing, leave this level, search engine marketing's other goals may not realize. Search engine login includes free login, pay login, search engine keyword advertising and other forms. The implication is that let existing layer in as many web site get search engine included (not just homepage), namely web search engine for increased visibility.

The second goal is to be included in the search engine rankings as a good based on, namely in search results, and have good performance can be called the presentation layer. Because the customer care about is search results on the small amount of content, if before using the main site keywords retrieval in search results when the low-ranking is necessary, then using keyword advertising, advertising and other forms as supplementary bidding means to accomplish this goal. Similarly, if the position in classification catalogues, requires no ideal in the categories list considering using such way to getting paid ahead.

Search engine marketing third goal is directly performance for site traffic indexes, namely through the search results to improve the increase of clicking the purpose of the site traffic. Because only by users about, after users to select the information might be after click, therefore can be called attention layer. From the actual situation search engine, only do it by search engines included and in the top of the search results is not enough, so does not necessarily increase user hit, converting visitors more cannot guarantee will for customers. Through the search engine marketing to achieve the goal, the traffic increase from whole web site needs to optimize design, and make full use of keywords advertising valuable search engine marketing professional services.

Search engine marketing fourth goal, that is, through traffic increases into enterprise finally realizes the earnings rise, can be called conversion layers. Conversion layer is front three goal level, is to further improve the various search engine method implements the effect embodies, but not directly effect the search engine marketing. From all kinds of search engines strategy to produce income during effects showed, among the increase for the site traffic, website profit is formed by traffic transformation from traffic into earnings is by the functionality of the site, service, product and so on many kinds of factors common role and decide. Therefore, the first four goals in the search engine marketing belongs to the goal. Strategic level The other three levels of target belong to strategy category, operable and controlling features, realize the basic goal is the main task of the search engine marketing.

Search engine marketing (SEM) flow of service

Business analysis

Clear website want to achieve what commercial purpose. For example, sales of a product provide some services.

Market survey

To be cognizant of how people search to web sites. Specific include survey common keywords, mining has not yet been rivals aware of cost-effective keywords, survey your competitors are doing, how should do a search engine advertising, which web sites are the most worth fighting for link to our website.

Site function/structure optimization

To win customer's support, according to the target of the user's needs and user experience for website, and according to the product planning upgrade for web search engine hobby page structure, data calls, URL structure optimization improvement.

Search engine optimization

This step is the premise of to pinpoint the keywords. Few people search keywords for optimized is a total waste of time. With proper keywords, can for the web URL, TITLE and META tags, text TITLE, text content, ALT tag, link is optimized. For those with frame, FLASH animation, use the database dynamic generated page website still need to do more work.

Implementation link strategy

Many search engines according to point to your website's importance to judge your website's importance. Although the number of web sites more is better, but more important. But the quality Implement link strategies to ensure your website to the Internet. In depth interconnected

Submit it to search engines

Sites have been optimized, can submit it to search engines. There are thousands of search engine, which only a small portion is really important. These search engines for other search engines, web portal, the company website provides search results, the key is to in these search engines have good rankings. Although some of these search engines use software automatically submit new website, but in more and more cases, manual submission could guarantee submitted success. All major directory require careful manual submission.

Search engine fee services

Search engine increasingly into paying included, pay rankings, click charges business models. Don't use these charges service will make you lose half of your visitors. These fees the benefits of your services are the results clearly, the effect quickly. Search engines usually takes the free included six to 10 weeks, directory according to your selected categories different could take 6 months above time.

Management SEM

Track the target keywords ranking; According to the server log analysis from visitors, using what search engines, what keywords corresponding adjustment web page code and content; Calculation of investment yields charge AD clicks, to evaluate its effect is good. In fact the search results in the fierce competition of forever. If you see your rival ranked very well, they don't make this state and keep it.

SEM analysis report

According to each keywords performance, if show, click click are corresponding analysis report, the maintenance and screening later keywords, creative optimization, in order to achieve with lower costs get larger transformation.