Search Engine Marketing (SEM) is a network marketing method that uses the characteristics of search engines, based on the opportunity of users to use search engines to retrieve information, and in combination with a series of technologies and strategies, to present more corporate information to target customers, thereby making them profitable. Search engine marketing is currently the most widely used and most timely network marketing promotion method based on keyword search and the goal of corporate profit. It is used by a large number of small and medium-sized enterprises as the preferred promotion strategy for corporate marketing.
The basic process for the realization of search engine marketing is: the enterprise publishes information on the website as an information source in the form of a web page; the search engine collects the website web page information into the index database; the user uses keywords to search (for classified diaries, it is a step-by-step directory query); the search results list relevant index information and its link URL; according to the user’s judgment of the search results, the information of interest is selected and the URL is clicked to enter the web page where the information source is located. In this way, the entire process from the enterprise publishing information to the user obtaining information is completed, and this process also explains the basic principles and basic process of search engine marketing.
Search engine marketing strategies mainly include keyword advertising, search engine optimization, competitive ranking, etc. By optimizing the website structure (internal link structure, website physical structure, website logical structure), high-quality website theme content, and rich and valuable relevant external links, the website is made more user-friendly and search engine-friendly, so as to obtain an advantageous ranking on the search engine and attract traffic to the website. For example, check the performance of Dunhuang.com (www.dhgate.com) in the search engine Google (htps://www.google.com). Suppose a customer enters the search term “dhgate” in the Google search bar. The first search result is Dunhuang’s official website. From the word “advertisement”, it is not difficult to judge that it is ranked first in the search results through keyword competitive ranking; the second one is because the structure and content description of Dunhuang’s website are consistent with the search keywords. At the same time, in the following search results, it can be found that Dunhuang.com also appears frequently on Facebook and Youtube, and has a fairly good degree of awareness.