SEM is the abbreviation of Search Engine Marketing. The SEO we often refer to actually serves SEM, because the actual situation faced by each company is different. Large companies and small enterprises have different opinions on search engine marketing. (hereinafter referred to as SEM) Above, the challenges usually faced are different. You may be a medium-sized enterprise, but if you know more about your competitors, it will be very helpful to help analyze your own situation. If you already understand "why search engines are so important" and you like SEM marketing plans very much, then you can choose your best SEM plan based on your actual situation.
Large companies tend to have relatively sound organizational structures, while small companies have more advantages in SEM. Compared with other marketing methods, SEM is more of an equal playing field.
Company size is closely related to SEM
Flexibility: Small companies have more advantages in SEM than large companies. They can carry out SEM plans spontaneously from the beginning, while large companies tend to carry out various established marketing plans in a planned manner every year. If you try SEM marketing in a timely manner, it will also cost you a lot of money. It takes a long time to decide, and many large companies are often not willing to try some small new things. Small businesses often like to seize some new opportunities, and are more willing to add SEM marketing when they see the beneficial impact on their business. huge investment in this area.
Even if large companies plan to try SEM marketing, their response is often much slower than that of small businesses. For SEM marketing plans, changing the website is inevitable, and the faster you act, the faster the success of SEM marketing will come.
Visibility: For small companies, they do not have an advantage in terms of visibility, while large companies have a huge advantage in public influence. For example, when users search for products and services, they all want to add their names to the search keywords. And for well-known websites, it is relatively easy to obtain external links. Small businesses may have their staff work very hard to find or even spend a lot of money in order to get links, while large corporate websites can get them without asking.
For example, the release of any small product by a large company will cause news reports, and consumers, suppliers, and dealers will participate in the promotion. These high-quality, high-weight external links will continue to come from a source. From an SEO perspective, these will It has a great promoting effect.
Resource advantage: For any marketing activity, large companies may have a much larger investment budget than small companies. For SEM, they will hire a professional technical team and spend a lot of resources to build a website. But these expenses can sometimes hinder you. Small companies are more likely to look for external SEM teams more quickly, or to get better SEO advice from professional SEO consultants than some companies have in-house staff who have never had SEM experience.
Search engine spider programs may not like the websites that some large enterprises spend a lot of money to build because they use too many technologies. A webpage carefully designed by technical staff who developed the end-end many years ago may not be as good as a simple webpage. Open source programs are related to SEO, and because search engines prefer simple, clear designs, professional web designers may spend their thoughts on how to make users feel beautiful, while ignoring search engine spider programs.
Understand the organizational style of the company
Remember that you learned about corporate organizational structure in college business management. The organizational style here is roughly the same. When you determine the scope of SEM, consider how the SEM team operates.
Functional organization: At present, most enterprise organizational structures may be functional. Functional organizations often have a small number of products that are similar to each other. They sell to the same customers, and their teams are divided by function, such as production and sales. , there may also be a professional Internet marketing team. For this kind of organization, the biggest difficulty of SEM is to convince the functional teams to cooperate with each other. In the traditional sales era, these teams may be responsible for delivering instructions one by one, but since the decision After completing the SEM marketing plan, you need to operate them all, which is very helpful for the smooth progress of the SEM plan, and for functional organizations in the future, a SEM training may include every team member, so that not only can It saves a lot of training costs and also makes them mentally prepared for the new plan, which helps the SEM plan to proceed smoothly.
Product-oriented organization: Some medium-sized enterprises may have many functional departments concentrated, with production and sales personnel in some departments. They are each responsible for the product marketing of their own department. Different products may be displayed on different websites, and the content and structure of the website are different. The same, because their products may face different customer groups, if there are still some connections between products or user groups, use a set of SEM plans to intersperse these products and users with each other. It is important to implement a company-wide content SEM plan. In other words, it will be easier to succeed.
For companies with relatively independent products and user groups, a higher degree of coordination may be required, because you may need to bring together website managers from various departments and explain to them how the SEM plan will change their work. Many teams are required to agree on new standards and work procedures. But for a single product website-wide SEM plan, it will be much simpler to implement than the company.
Multinational and group organizations: This type of organization is relatively complex. For multinational organizations, the operation can be considered based on similar SEM marketing activities carried out by the company in the past. Enterprise group organizations may only have a small site and only display it to investors. Product display may be much more detailed on the websites of individual companies that form a group, and the individual companies operate independently, and some users may not even notice the existence of the group organization.
Determine your own SEM scope
For a large or medium-sized enterprise, it is helpful to consider the points mentioned above while analyzing its own organizational structure.
When considering, first start based on your role in the company. If you are a product manager, maybe the best scope is your own product, but you can convince a supervisor, then you should pay more attention to the organizational scope; if If you are a website administrator, you can propose your ideas to your direct leader. For large companies, if the scope is too large, the implementation will be more difficult, and the more time will be wasted after one round of review. If the SEM plan cannot be implemented on a large scale, it may be more practical to choose a small-scale SEM plan, because if SEM brings some results, these successes can be shared with other departments of the company or even the entire company.
If you are a small business, you may not spend too much time on such a decision. You may be more willing to spend more investment to implement the SEM plan, but these need to be based on your own advantages. At present, you may need it most. It’s about selling products rather than building a brand culture.
It is recommended that you consider your own situation very carefully. Regardless of the generality of the abbreviations above, your company is different from others. You may have more reasons to try some new things, and you can also try paid marketing (Baidu bidding). Think carefully. For your situation, choose the most appropriate SEM program scope for your company.
Source: He Qingyong SEO Blog
Address: http://www.scseoer.com/sem-fanwei.html
Editor-in-Chief: Chen Long Author Bansuren’s Personal Space