Today, the Internet has entered the Web 2.0 era, which has affected all aspects of our lives. The connection between people and the Internet is getting closer and closer, in which search engines play an important role. People use Internet search engines to find the information they need. Search engines have become the most commonly used channel for people to obtain information, and will become more popular in the future. Because of this, Internet search engines have also received more attention from enterprises. No one wants to lose this Internet era. opportunity. So search engine marketing came into being. Let’s discuss the model and value of search engine marketing.
The Internet is constantly developing, and information is growing at an explosive rate. How to find the information you want in the vast Internet depends on search engines. It can provide you with information navigation services, allowing you to find information accurately.
The so-called search engine marketing (SEM) takes advantage of users' habit of using search engines to convey corporate marketing information to users as much as possible. The working principle of search engines is essentially technical. question.
At present, search engine promotion methods can be divided into natural promotion, bidding promotion and mixed bidding promotion.
natural promotion
Natural promotion means that people can publish the information to be promoted to search engines through web pages and other forms, and then use legitimate SEO (search engine optimization) technology to get an ideal ranking in the search engine for the keywords you need to promote. It is necessary to mention the inclusion principle of search engines here. Search engines have one or more search programs - spider programs. These "spiders" are responsible for retrieving massive amounts of information on the Internet, and then collecting it into the search engine's database and entering it through machines and Manual sorting and classification, and useful information is arranged in an orderly manner according to the search engine algorithm. Different search engine algorithms are different, but keywords, links, and weights are the three algorithm elements common to all search engines. Therefore, to do a good job in natural promotion, you must do a good job in SEO. In fact, SEO work revolves around the three elements of keywords, links, and weights.
2. Bidding ranking
Natural promotion is free, but there are many uncertainties in natural promotion. Although SEO can help get a good ranking, SEO cannot guarantee 100% success, and SEO is not a method that can achieve results in the short term. Companies may not be able to wait for such a long time, so bidding ranking solves this problem. The so-called "bidding ranking" means that search engines will rank you accordingly based on the price you pay. This saves SEO work and companies can quickly get results. The premise of a ranking is that you need to pay, and the price here becomes the only factor in the ranking.
3. Mixed bidding method
On the basis of bidding ranking, search engines have introduced a "hybrid bidding" method, that is, in addition to price factors, the click-through rate is also considered when ranking. This method not only allows companies to get good rankings, but also improves web page matching and user experience.
The above three methods are the basic models of search engine marketing. Now let’s analyze the difference between search engine marketing and traditional marketing.
1. Achieve precise marketing
A survey shows that more than 70% of the traffic of most websites comes from search engines. Search engines can bring a large number of users to corporate websites. More importantly, these users enter the website by searching for keywords related to the company, that is, It is said that most of these users are potential customers, which achieves the effect of precise marketing. Enterprises can also use search engines to place different keywords to find potential customers in a targeted manner.
2. Lower cost
Compared with traditional marketing methods, search engine marketing costs are lower and its spread is wider.
Search engines are increasingly becoming a common channel for people to obtain information. They also provide a platform for enterprises to promote their products at a lower cost. Therefore, it is foreseeable that the search marketing model will continue to develop, and more search marketing models will definitely appear in the future.
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