At present, it is quite common for companies to choose search engine keyword bidding (ppc) services, while relatively few companies choose search engine optimization (seo) services. Most of them are hesitant to wait and see due to issues such as effect guarantee and optimization time. However, as the two core methods of search engine marketing, the pay-for-performance method is the most cost-effective method when included in the entire enterprise's marketing and promotion methods, and has obvious advantages compared with other marketing methods.
When an enterprise decides to choose these two services of search engine marketing, it must realize the importance of keyword selection. It can be said that keywords are the entire connotation of search engine marketing. They are the guaranteed channel between demand and orders. So today, first of all, we must understand the importance of keywords, and secondly, we must learn how to choose high-value keywords.
Regarding the value of keywords, there is a formula:
Keyword value = keyword accuracy * keyword search volume * keyword ranking
There are three parameters here. The most core and most difficult to grasp is: the accuracy of keywords. What is the accuracy of keywords? Simply put, when customers want to buy a certain service or product, what kind of keywords should they choose? Keywords to search. For example, if I want to buy a Lenovo notebook, I search for: Lenovo notebook. The keyword accuracy is higher than: notebook. At the same time, everyone’s shopping preferences, knowledge level, and search preferences are different, which creates long-tail keywords. Therefore, the accuracy of keywords is: accuracy + long tail. The way for a company to obtain accurate keywords is to ask as many customers as possible what keywords they use to find the company's products.
The second parameter is the search volume of keywords. This is easy to understand. Find the precise keywords, and then use Baidu Index or Google Adwords Tool to view the daily and monthly search volume of the keywords. Prioritize keywords with high search volume.
The third parameter, the selection of this parameter, from the perspective of user search preferences, natural ranking is better than commercial bidding. The general rule for position is that the higher the position, the better. The basic goal of bidding and optimization is to be in the top ten.
To sum up, companies need to find the keyword preferences of the largest number of target customers and the precise keywords with the largest search volume, so that such keywords can be ranked in the appropriate position. In this way, enterprises can get the highest search engine marketing effect and the highest keyword conversion rate. This is also the most worthwhile place to ponder and explore in search engine marketing.
Author: wilson Beijing Rulin Network Technology Co., Ltd. (www.rulin.net) Senior Marketing Consultant MSN [email protected] Rulin Network - Internet marketing expert around the enterprise (reprinting is welcome, please keep the source and author of the article consistent with this site www.rulin.net/blog