According to the 14th China Internet Development Survey Report by the China Internet Information Center, as of June 30, 2004, the number of Internet users in China had reached 87 million. Among the various network services used by users, search engines ranked second. bit, its frequency of use is second only to email[1]. This data shows that the search services market has huge potential business interests. From a user's perspective, whether users are searching for information in the classified directories of Yahoo, Sina, and Sohu, or searching for information on professional search engine websites such as Google, Baidu, and China Search, they cannot do without keywords, that is, Commonly referred to as keywords in search engines.
By analyzing the content, type, and frequency of words, phrases, phrases, and sentences used by users, search engine companies can directly analyze users' online search behavior and reveal users' interests in online information. And provide this useful information to advertisers. Advertisers can purchase one or more keywords from search engine companies according to their own needs, so that when users search using these keywords, they can be displayed on the search results page. Corporate advertising information. This kind of keyword advertising as a search engine is increasingly accepted by businesses. From this perspective, keywords can be divided into commercial keywords and non-commercial keywords. For example, the keyword "English training" has It has a certain commercial value and is very attractive to those English training institutions. In fact, when users search for this word on Google, there are eight companies from top to bottom in the right area of the same search results page; Baidu also Use keywords with commercial value to "bid and rank" search results. On the contrary, some keywords have no commercial value because they are too common or do not have any direct or indirect business associations, such as walking, eating, dressing, riding in a car, etc.
In addition to dividing search engine keywords by language and commercial value, keywords can also be divided according to different classification standards based on the specific search behavior of Internet users. In practical applications, keywords in search engines can be divided according to four criteria: frequency of keyword usage of language elements, keyword content, and searched file types.
1. According to the frequency of use of keywords, keywords can be divided into:
1. Commonly used keywords: It is the most commonly used part of natural language and is a part of people’s daily communication. Commonly used keywords can be single words, words, phrases, and sentences. User searches usually use common keywords.
2. High-frequency keywords: refer to words that users frequently use when searching, and they vary according to different social groups and classes. For example, for college students, the high-frequency keywords that appear in search engines may be: postgraduate entrance examination, going abroad, studying abroad, TOEFL, employment, etc., while for a pregnant woman, the high-frequency keywords are more likely to appear: prenatal education Vocabulary such as , baby, and pregnancy care. 3. Popular keywords: refers to words that are commonly searched by Internet users in a certain period. The popular keywords reflect the hot issues of current social concern, such as: SARS, SARS, SARS, Shenzhou-V, Olympic Games, etc. Baidu's search ranking list includes the top 50 popular searches; or it reflects the hot spots that a group pays attention to. Baidu's search ranking list also includes the top ten film and television works list, the top ten beauties list, the top ten IT brand list, There are more than 20 such as the top ten digital products list. The rankings of such popular keywords are listed in order according to different topics.
2. According to the attribute characteristics of keywords, keywords can be divided into:
1. Proper nouns: refers to proper nouns of people, place names, brand names, or other things, such as NBA, GMAT, Beijing, Cecilia Cheung, West Lake, China Mobile, Tsinghua University, etc., which Baidu’s search rankings are based on Most of the keywords are proper nouns, such as software names, game names, scenic spots, university names, rich people names, car names, IT brand names, digital product names, etc.
2. Typos: This refers to Internet users entering incorrectly spelled keywords when searching using keywords. Some search engines have correction functions for errors. For example, if you search for "一心一义" in Baidu, the result is "一新一义". On the one hand, Baidu search engine will return pages containing the keyword "一新一义", and at the same time , will also ask the user whether what they are looking for is "wholeheartedly".
3. According to different file types searched, keywords can also be divided into:
1. Search for keywords in hypertext markup language (html) web pages: When searching, you can use single words, words, phrases, and sentences to search, but using phrases or sentences can often get more accurate results. Because users search for websites, they emphasize the relevance of the search results, that is, the quality of the search, not the quantity. There are now countless Internet sites. By the end of 2003, there were nearly 600,000 World Wide Web sites in China alone. It is often not possible to find very accurate websites using just one or two words.
2. Search for keywords in text documents: When searching, you can use single words, words, phrases, and sentences to search. Judging from the search results, searches based on single words and words have better results, and proper nouns can be used together. . This will expand the scope of the search and return more search results.
3. Search for keywords in multimedia files: including pictures, sounds, animations, video files, etc. When searching, you can use single words and words, mainly nouns, which can be proper nouns or general nouns. Multimedia information is an important resource on the Internet, and with the improvement of the performance of computers, networks, and communication software and hardware, this part of resources is showing an accelerated growth trend. Many search engines classify these resources separately. Google has the "image" classification, Baidu has the "MP3" and "picture" classifications, and China Search has the "pictures", "MP3" and "flash" classifications. There are also specialized search engines of this type, such as: altavista, which searches for videos on English websites; sogua, which searches for animations and sounds on Chinese websites, etc.
Tools for talking to online information increasingly rely on search engines, and talking to search engines relies on keywords. Search engines are not only used by general Internet users, but also generally favored by the business community. But no matter which side you are on, you should not let go of the "keywords" of the language of this dialogue easily. It is not as simple as it seems on the surface. By making better use of search keywords and mastering the search syntax of relevant search engines, ordinary individuals can greatly improve search efficiency and find relevant information in the shortest time; merchants can explore the huge commercial value of search keywords. This value Through keyword advertising, it may be reflected in short-term sales growth, and it may be more likely to improve the long-term corporate brand image.
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