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The Era Of Search Engine Marketing Is Coming.

2008/8/12 17:09:00 41750

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In 2007, New York University began offering SEO courses. At the beginning of that year, Rice University also began offering SEO courses.

In 2008, Google owned a SEO company.

In 2008, Baidu CEO Robin Li said at the "China new economic summit forum": after a few years, every Chinese enterprise's market department will have a SEM Department (search engine marketing department).

"Search engine is gradually becoming a bridge in the spirit age. In all Internet applications, only search engines are users or consumers actively express their interests and needs in the form of keywords."

This is another famous quote of Robin Li.

People agree with this view, because we can only find out from our own network behavior analogy that the first thing people do is look at the portal, and in search engines, people start with "input" and start with a more active behavior.

Therefore, when the search engine takes up the initial page of a large number of users and occupies the browser's address bar, people must also accept that: "search engine is changing people's life. Netizens want to buy products, choose services, purchase equipment, and search information on search engines. Every search expresses consumer demand. If enterprises can grasp these needs, they will be able to find business opportunities."

SEO and SEM are born here.

Actually, from SEO to SEM is a gradual process of enterprise's application to search engine, and it is a pformation from "simple optimization" to "direct marketing".

When people enter the supermarket and face a lot of homogeneous goods, the discount manual in the door is a kind of search optimization provided by the supermarket for customers to choose products, while the salesmen standing in front of the counter are another kind of service optimization provided by the enterprises to customers in special locations.

Therefore, when people agree that the search engine and supermarkets are like a large number of consumers who have a clear purpose to purchase every day, optimization has become necessary.

With the optimization and development of enterprises, the enterprises need considerable manpower and material resources to analyze, plan, apply and monitor.

At present, in Europe and the United States and other developed countries, search engine marketing is not in sync with China. Although the profits of search engine providers such as Google and Baidu have increased, the search revenue of today's search engines has not surpassed that of foreign countries.

This is due to the fact that people have access to the Internet, but it also exposes many problems in the domestic search engine marketing environment.

For example, search engine marketing is often regarded as the preferred way for small and medium-sized enterprises to develop network marketing.

But the status quo of click fraud has become the key to restricting the development of search engine service providers.

Competitors' clash clicks are not terrible, but some illegal search engine channel agents malicious clicks are fatal. These behaviors directly lead to a decline in conversion rate, which brings huge contrast to the evaluation of SMEs' search marketing investment cost and actual effect.

No wonder there are reports that more than 70% enterprises generally believe that the search engine marketing effect is generally not satisfactory.

For example, many enterprises think that search engine marketing requires enterprises to own a perfect website.

As a result, many companies are willing to make such websites with large price outsourcing companies, but these companies do not understand the products of enterprises and do not understand the marketing strategies of enterprises.

Therefore, people will always see that corporate websites are as beautiful as print advertisements, but this website only brings a little brand dignity to enterprises.

Its effect is even worse than a post in some communities that only contains products, prices, contacts and buyers.

These eventually lead to the dislocation of cost and result, which is the realistic environment of China's search engine marketing today.

The purpose of this topic is not to try to reveal or solve these problems, but to let more people know how to do marketing in a realistic environment.

Fortunately, in the process of preparing a lot of interviews and materials, we see many marketers in China watching the market calmly as we do. They know: "SEOer will not simply exist."

SEO is not equal to Internet marketing.

Internet marketing is the study of all Internet based marketing behaviors and strategies, involving websites, search engines, online advertising, market research, customer service and so on. SEO is only a subset of network marketing, a strategy, a method, and a tool.

But now many companies recruit network marketers not to do what promotion, but to run business.

This is wrong.

A network marketer should be familiar with the location of the website, products of the website, familiarity with the market, marketing and SEO.

Before SEO, they clearly realized that "SEM is a trend, but it is not omnipotent. Without good service and high quality products, it will not get a cure for all diseases."