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Concept and characteristics of search engine strategy

Source: Shangpin China | Type: website encyclopedia | Date: August 31, 2012
Concept of search engine strategy

Search engine strategy is to make rational use of target customers to use search engines Website production The opportunity to retrieve information. According to the user's usage habits and the operation principle of the search engine website, use the website login SEO website optimization , purchase ranking and other profitable means to achieve the marketing goal of effectively transmitting enterprise information to customers through search engine websites.

Search engine strategy characteristics

Compared with other online marketing methods, search engine strategies have some characteristics of their own. Fully understanding these characteristics is the basis for effective application of search engines in online marketing, and also has certain guiding significance for the study of search engine strategy modes, methods and development trends.

To sum up, search engine strategies have the following characteristics.

(1) User oriented

It is entirely up to the user to decide what search engine to use and what information to retrieve through the search engine, and which pages to click on in the search results also depend on the user's judgment. Therefore, the search engine strategy is dominated by the user, which minimizes the nuisance of marketing activities to users, and most conforms to the basic idea of online marketing.

(2) Web based

As a common method of website promotion, search engine strategy needs to be based on corporate websites. The professionalism of corporate website design will have a direct impact on the effectiveness of search engine strategy.

(3) Deliver guidance information

What the search engine retrieves is the index of web page information. Generally, it is only a brief introduction to a website/webpage, or part of the content automatically captured by the search engine, rather than the whole content of the webpage, so these search results can only serve as a "primer". How to present the attractive index content to users as well as possible, and whether it can attract users to enter the corresponding webpage to continue to obtain information according to these simple information. And whether the webpage/website can provide users with the information they expect, these are the main contents of search engine strategy.

(4) Achieve good positioning

The search engine strategy has a good function in user positioning, especially in keyword advertising on the search results page. It can fully achieve a high degree of correlation with the keywords used by users to retrieve, thus improving the degree of attention to marketing information, and ultimately achieving the purpose of enhancing the network marketing effect.

(5) The direct effect is to increase website visits

The direct effect of the search engine strategy is to obtain website visits. Whether the visits can ultimately be converted into revenue is not determined by the search engine strategy. This also shows that the main content of online marketing is to increase the number of visitors to the website, but not the whole content.

(6) Adapt to changes in network environment

Search engine strategy is the specific application of search engine service in network marketing, so the application mode depends on the working principle of search engine and the service mode provided. When the search engine retrieval method and service mode change, the search engine strategy method should also change. Therefore, the search engine strategy method has a certain stage, and the coordination with the network marketing service environment is the basic requirement of the search engine strategy.
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