Hello everyone, I am Fengyu Ye Gucheng. I often meet friends who are new to the industry and learn about online promotion. I know that my project needs to be promoted, but I don’t know where to start. Moreover, until now, the project has been running for most of the time. Doing keyword promotion for search engines seems to be a very simple matter. This is also a requirement in the project contract, and it is enough to achieve the expected purpose. The settable keywords are overheated, so the promotion will be in a dilemma? How to set up efficient and valuable keywords?
In fact, the biggest advantage of using keywords is that you can accurately locate the information that needs to be promoted. In the articles I wrote before, I often mentioned that the explosion of information on the Internet attracts and injures the eyeballs. However, an eyeball economy, in essence, is similar to the communication effect of traditional industries, but it actually hides, or in other words, amplifies its own communication space. This kind of space is to extend the communication distance with users.
However, there are also big disadvantages in making keywords. For words that are too cold, users may not necessarily search for them, or fewer people search for them. For words that are too popular, the probability of users searching for them is high, and the attention rate is also high. However, the competition is also the same. high. In the face of strong competition, the only one who can profit is probably the search engine company. Some people may ask, this is very simple, set keywords from the user's perspective. The truth is correct. However, among hundreds of millions of user groups, how to distinguish effective user groups? For an effective user group, how accurate are their own search habits to search for the word you set?
For example, for the top ten sanitary ware brands I promoted a year ago, the entries were captured relatively accurately, which was of course the first of its kind, so the content was easily captured at the top. However, after the New Year, many companies have entered the battle. As of now, the rankings of the top ten sanitary ware brands in search engines are in disarray. Statistics were done a few days ago, and the result is that the number of rankings is 24. There are 30 promotion companies involved, and the number of rankings similar to the entries is 18. Such huge data would never have been imagined.
Think about it from the user's point of view. Whether the ranking is true or false, believe it is true, but not trustworthy. Believe it false, it is also untrustworthy. Therefore, we have to wait and see from across the river to see the final results. But at present, many companies are still riding the wave like they are under a spell. Orange alerts under high pressure appear, but this is a situation that should not occur at all in keyword promotion.
Regarding how to set keywords, I have summarized the following ideas, which are only for reference and not authoritative opinions:
1. Set the phrases according to the promotion requirements, and check the number of search engine searches and the number of content crawled pages.
Why check these? It is used to determine the hotness or coldness of an entry. If the number of searches is small, and the content crawl shows a small number of pages that exist, the term obviously cannot be used. Even if the entry represents the essence of promotional information, it cannot be used. If you think that you can rely on your other conventional promotion methods to increase your own original content, and then fill in this data through the search engine crawling mechanism, how long will it take? For a period of time, as a company, especially as a boss, if you can't see results for a long time, you may have to have objections to online promotion.
2. Check the similarities and differences of the crawled content, the crawling time period and the time period of information release.
What is the similarity and difference of content? It is to check whether the content displayed on the first few pages crawled by the search engine has the same content (captured article titles, crawled websites, etc.). If there is the same content, it means that someone is promoting the entry, and then Statistics of the same data, if the data is higher, it means that the other party's promotion efforts are greater, but the data is low, which proves that if we want to do this keyword, there is still a certain promotion space, as long as we master the use of relevant promotion methods.
Second, look at the crawled content of the article and the time it was crawled by the search engine. Sometimes when we look at search engines, we will find that the search engine crawling time is closer to the current time period, but the article publishing time is very later. This is not only related to the content update of the website itself, but also related to the search mechanism of the search robot. . Not discussed here. However, it also illustrates a problem. The time period between the two is too far apart. This shows that the keyword is not very popular, but there are people searching for it. If you want to promote it, you have to increase your promotion efforts. .
3. Check the news sources and keyword hot lists of search engine soft articles.
Take Baidu search engine as an example. Baidu's news source is a display of crawled data for soft articles. Keywords are included in soft articles, and the amount of data displayed in the news source indicates how strongly the soft articles are reprinted. When we set keywords, if the same soft article appears on different industry websites, it means that in addition to using conventional promotion methods, we also need to use soft article delivery methods.
Second, the popular list. The terms in Baidu's popular trend list are based on the data of the number of times users search for the terms, and the data search fluctuations are ranked. Why should we look at the popular list? The reason is that users’ search habits also represent the crawling habits of Internet search engines. However, popular terms are for reference only. Alternatively, when setting keywords, you can combine popular terms Articles are used comprehensively and interspersed.
4. Keyword paid ranking and keyword free promotion
Keyword paid ranking will not be introduced in detail. Its meaning is Baidu's keyword bidding ranking. How much money you have invested in this keyword will be paid once for each user who clicks on the promotional information associated with the keyword. It is rumored that some popular entries have been promoted to more than ten yuan a week or 20 yuan a time. The results are obvious in a short period of time. For some companies that want to promote online, this expenditure is unbearable. of.
Then, you can only do keyword free promotion. Free promotion can be done using conventional promotion methods that are currently available on the Internet. Basically, it can be done in practice. However, it depends on the promotion staff's use of promotion methods during the operation.
Finally, I am Fengyu Ye Gucheng, http://cenda.tmall.com .
Thanks to coolboymengfei for his contribution