Search engine optimization (SEO) refers to making the basic elements of a website suitable for search engine retrieval principles and more user-friendly (Search Engine Friendly) by adopting reasonable segments that are easy for search engines to index, so that it is easier to be included and prioritized by search engines, and it is subordinate to SEM (search engine marketing). The Chinese meaning of SEO is search engine optimization.
When searching for dress through the AliExpress search bar, there are 1,293,467 search results, and when entering through the category dress, the search results are 1,063,616. It can be seen that 229,851 products cannot be displayed when searching by category. The reason is that keyword search and category search are two independent search engines, and they crawl information separately, as shown in Figure 7-26.
Because of the uncertainty of ranking rules and the different rules of search engines for ranking, if a search engine changes its ranking rules one day, the original ranking position may change at that time, and adjustments need to be made in time.
(I) Bidding ranking
Product bidding ranking refers to bidding based on keywords purchased by users. The higher the payment, the higher the ranking, and the payment is based on the number of clicks.
Advantages: low cost, accurate effect, and control over users. After setting the keyword price, you can immediately enter the top ten of Baidu rankings, and the position can be controlled by yourself. Sellers can set countless keywords for promotion in the background, and control the number by themselves without any restrictions.
Disadvantages: high prices, especially for highly competitive words, the unit price of a click can reach several yuan or even dozens of yuan, and it will cost tens of thousands of yuan a month. If you do product bidding ranking for a long time, the cost is very high. Each search engine is independent of each other. For example, after bidding on Baidu, major search engines such as Google, 360, and Sogou will not see an improvement in ranking. If you want all search engines to improve their rankings, you have to repeat the promotion costs on each search engine platform. Poor stability. Once the daily budget in your account is used up, the ranking will immediately deteriorate.