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Search engine marketing is actually not complicated. Simply put, as long as users can see our promotional information in the search results when they search for relevant keywords on a search engine, this is search engine marketing. Search engine marketing is usually achieved through three methods: bidding ranking, SEO and promotion of third-party websites. When small and medium-sized enterprises conduct search engine marketing, the most important thing is to choose marketing methods based on the characteristics of the product and the company's own situation, so as to maximize the marketing effect. After all, for enterprises, technology is only a means to serve marketing, and marketing effectiveness is the last word.
1. Bidding ranking allows our corporate marketing to achieve immediate results
PPC means advertising on search engines such as Baidu and Google. When users search for words related to your product, your promotional information will appear at the top of the search results. After users see it, they may make purchase inquiries or even directly conclude a transaction. The characteristic of PPC is that it is effective immediately and the users are very accurate. The disadvantage is that some popular keywords are more expensive.
After doing PPC, many people feel that they spend money too quickly and the results are not good. One of the important reasons is that the account settings are unreasonable. As a result, they spend a lot of money in vain and fail to achieve the marketing effect. Next, Yue Hao will talk to you in detail about how to set up a reasonable account so that every investment we make can bring corresponding benefits.
1. The selection of keywords cannot be taken for granted, data must speak for itself.
Many companies have poor results after doing PPC and spend a lot of money. This is largely because the users who click on the ads are not accurate and these users are not users who really have needs. The reason is that the keyword selection is unreasonable. What words our target customers will enter to search must not be based on imagination or follow their own feelings. Because the user may not be familiar with our industry and the products we produce, the words he uses when searching may be different from what we imagined. This requires us to use real statistical data as the starting point when selecting keywords to make reasonable choices.
There is a "Keyword Recommendation" tool in the background of Baidu Promotion Management System. This tool can count the search volume of different keywords. As long as we register an account, we can use this tool for free. When you enter a product term, you can know the search volume of this term, as well as the search volume of related terms. We can easily know what words users may enter when searching for a product or service, and what the search volume of each word is. With this basis, and then filtering out the words most relevant to our services or products, we can attract the most accurate people. The Google AdWords keyword tool also has a similar function, and we can also use it for reference.
2. Set up keyword matching methods to spend your money wisely.
Properly setting the keyword matching method allows us to find the most accurate users with the least cost. Many companies spend a lot of money after using PPC because the keyword matching method is improperly set. There are three methods of keyword matching, namely broad matching, phrase matching and exact matching.
For example, there is an English training school with a keyword "English training" set in the account. If the matching method of this word is broad match, users may see you after searching for "English forum" and "English books" information and clicks, thereby generating fees. Most of the users who search for these words do not need to participate in English training, so the clicks of these users are invalid clicks and will also waste a lot of our advertising money. Phrase matching is more precise. Our search ads will only be displayed when the user's search terms include "English training". For example, when a user searches for "English training school" or "English training institution", our ads may be displayed to the user. Exact matching means that users can only see our ads when the words they search for are exactly the same as the words we set. The advantage of this is that it is most accurate for users and costs the least.
3. Improve the quality of keywords and achieve the same effect with the least cost
After using the bidding ranking service, the ranking order of the website is determined by the comprehensive ranking index, not solely by the bid level. The comprehensive ranking index is a weighted average of the keyword bid price and keyword quality. That is, the comprehensive ranking index is affected by both keyword price and keyword quality. If the quality of the account keywords is improved, we can reduce the click cost of the advertisement while maintaining the ranking.
Keyword quality is mainly determined by the creativity of the promotion unit, the quality of the website and the promotion account itself. Promotion unit creativity refers to the website title and website description that we display in the search results when users search for a certain keyword. The relevance of the creative idea to the keywords, the smoothness of the creative idea itself, and the number of times the keyword becomes popular when the creative idea is displayed will all affect the quality of the keyword. Improving the relevance, fluency and popularity of creative ideas can improve the quality of keywords. The quality of a website includes the opening speed of the website, the stability of the website space, and the relevance of the website landing page to the keywords. Improving these technical indicators can also improve the quality. For promotional accounts, the click-through rate of account keywords, the clarity of the account structure, and the account usage history will all have an impact on quality.
4. Use good creativity to attract users to click
Good creativity is half the battle, and the goal of creativity is to attract users to click. For some popular keywords, there are many bidding websites and SEO websites. It is impossible for users to click on every result. Instead, they will judge whether the website has the information they need based on the keyword promotion creativity, so as to Decide whether to click.
Creative text must be written around user needs. Use short text to explain what services and products we can provide users, what benefits we can bring to users, and what problems we can solve. Some attractive promotional information can also increase users' click-through rates.
5. Set up accounts in all aspects and accurately control budgets
For some companies that only provide local services, be sure to set up the search advertising delivery area. At present, the delivery area of Baidu bidding can only be accurate to municipalities and provinces. If the services provided by the enterprise are only for local users, then the delivery area should be set to the corresponding province or city. Then, through the cooperation of keyword matching methods, our ads will be displayed only to local users as much as possible to avoid invalid clicks.
In addition, we can control the daily delivery budget of the account. When the account's daily consumption reaches a certain set value, the advertisement will be automatically removed from the shelves.
2. SEO brings long-term and stable customers to corporate marketing
SEO is search engine optimization, which is to use a series of means to speed up the inclusion of the website by search engines and improve the ranking of the website. The benefits of SEO are very obvious. First of all, the cost is low. We don’t need to pay search engine advertising fees, but only part of the manual maintenance costs. Secondly, SEO is a kind of natural ranking. Users have higher trust in naturally ranked websites and have better results. Third, SEO can bring an overall effect. Generally speaking, after the ranking of a core keyword is optimized, the ranking of many related long-tail keywords will also follow.
It takes some time for SEO to be effective, ranging from one or two months to half a year to one year. Therefore, companies must maintain a good attitude when engaging in SEO and not be too impatient. The length of time it takes to take effect is related to the intensity of competition for keywords and the choice of optimization methods. Moreover, SEO is not a once-and-for-all job. We must continue to maintain it in order to maintain the stability of the ranking. When doing SEO, grasping the following principles can make our efforts more effective.
1. Focus on the key points and don’t get hung up on technical details.
For search engines, there are many factors that affect website ranking, but there are only a few core factors. By focusing on the key points and doing these aspects well, our website ranking will be significantly improved. Many people blindly study various ranking factors and various ranking techniques, using many methods, but each method is just a scratch, and the results can be imagined.
There are three core factors that affect website rankings, namely the title of the webpage, the backlinks of the website and the density of website keywords. It is very important to carefully design the title of each page of the website. Generally speaking, we layout core keywords in the title of the homepage, layout secondary keywords in each channel page, and layout a large number of long-tail keywords in the content page. The backlinks of the website should mostly use anchor text links. Anchor text links play an important role in keyword ranking. The higher the weight of the page where the backlink is located, the more obvious the effect will be, so we need to create more high-weight external links. Keywords within the website can be placed in the navigation, columns, article titles and article content, so that the keywords on the website reach a certain density.
2. SEO that runs through marketing concepts is the most effective SEO
SEO is a technical means, and it must be based on marketing goals as the fundamental starting point. Many companies do SEO for the sake of SEO, and as a result, a large amount of keyword information is accumulated in the website. Although the website ranking is high, if users cannot get a good user experience after entering these websites, nor can they find the information they need, then this kind of SEO will fail.
The website must take into account both marketing functions and SEO, not only to allow users to come to our website, but also to generate purchasing desire and behavior after viewing the website. Don't make a corporate website look like an information website for the sake of SEO, as this will greatly reduce the marketing effect of the website. In addition, in the title and description of the website, not only the layout keywords must be considered, but also the marketing effect of the text. After all, this is an important factor affecting user clicks. Some personalized and unique descriptions can make you stand out among many Get higher click-through rates in search results.
3. Effects are more important than data
Enterprises must give themselves a correct positioning when conducting SEO. We are not technical researchers, we are business people. Businessmen should pursue results rather than focusing on data. The author discovered a problem. Some students often talk about the importance of data analysis and blindly focus on technical indicators such as the number of IPs, PR value, number of inclusions, and number of external links of the website. In fact, this is a misunderstanding.
Data can reflect certain problems, so of course we also need to detect website data. But as long as the website does not undergo major changes, we don't need to pay attention to questions such as "Why is the number of inclusions less today" or "Why are there more external links tomorrow" and other issues. What we should do more is to strive to update high-quality original articles and create more high-weight external links, because this is the key to maintaining and improving website rankings.
3. The promotion of third-party websites allows free marketing to exert great power
When searching for certain product keywords, we often find websites such as Baidu Zhizhi, Baidu Tieba and Ganji.com at the top of the search results. These third-party websites often occupy the top of the search results because of their high weight. Publishing promotional information on these websites is completely free and there are no technical barriers.
If a company neither has a large amount of funds to do bidding rankings nor good technical personnel to do SEO, then the search promotion with the help of third-party websites is undoubtedly the best choice. Some companies only use this method for online promotion and can achieve very considerable profits every month.
1. Choose the right promotion website, free marketing is equally powerful
Since it is for search engine marketing, the third-party website we choose must have a high weight, so that our promotional information can be displayed at the forefront of the search results. There are mainly several types of such high-weighted websites. The first is Baidu-related websites, such as Baidu Zhizhi, Baidu Tieba, Baidu Wenku and Baidu Encyclopedia. Next are classified information websites, such as Ganji.com, 58.com and Baixing.com. There are also some high-authority e-commerce websites, such as Huicong.com, Alibaba, and a lot of them.
When conducting search promotions on these high-weight third-party websites, if you want to achieve good results, you must persist for a long time and accumulate a certain amount. Maybe one piece of promotional information will be on the top of the search results. As long as one piece of information occupies the top of the search results, it can bring us a large number of potential customers. Moreover, this method can be effective in a short period of time. A certain message sent this morning may appear at the top of the search results in the afternoon.
2. Carefully design content to stand out from search results.
Although these third-party websites have a high weight, it is not possible to occupy the top of the search results by posting information casually. It requires certain skills. First of all, the title should contain keywords, preferably in the form of long-tail words several times, but avoid repeated stacking. Secondly, the content must be original and contain keywords with a certain density. Third, attaching several promotional pictures to the information can not only achieve better rankings, but also enhance marketing effects.
Author information: Yue Hao, www.yuehao9.com .
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