In the field of cross-border e-commerce, cross-border e-commerce companies often use search engine optimization technology to promote their own B2B or B2C websites, mainly because search engine optimization has the following advantages.
(1) Relatively low price. From the perspective of long-term website promotion, the overall effect of search engine optimization is far stronger than that of competitive ranking, and the cost is much lower than that of “competitive ranking”. The cost of maintaining a ranking for one year by search engine optimization may only be the cost of a few months of competitive ranking, which is cheaper than competitive ranking and the cost is controllable.
(2) Relatively simple to manage. When the ranking is stable, the company does not need to pay attention to it every day. All the company needs to do is to observe the ranking position from time to time to see whether it is stable.
(3) No need to worry about malicious clicks. The effect of search engine optimization is that the website is ranked naturally, and there is no pay-per-click. No matter how others click, no penny will be wasted.
(4) Strong stability. A website that has been ranked well using regular search engine optimization technology will have a very strong ranking stability as long as it is properly maintained, and its position may not change for a long time.
However, search engine optimization also has the following disadvantages.
(1) Slow results. It is not possible to achieve rankings quickly through search engine optimization. It usually takes 2 to 6 months for less competitive words, 6 to 12 months for moderately difficult words, and more than 1 year for highly competitive words.
(2) Uncertainty of ranking rules. Since search engines have different ranking rules, it is possible that one day a search engine will change its ranking rules, and the original ranking position may change. This is a normal phenomenon. At that time, the search engine optimization company will need to study the latest rules as quickly as possible to restore the ranking of the website.
(3) Difficulty of distinguishing keywords. It is very difficult to optimize and rank keywords that are too competitive, such as mobile phones, MP3, etc., and it takes a very long time. Therefore, keywords that are too difficult are not suitable for optimization.
(4) The number of keywords is limited. When doing search engine optimization, it is recommended to use only one keyword for a page, and no more than 3 keywords, of which 1 to 2 are main keywords and the remaining 1 to 2 are sub-words. It is impossible to achieve the effect of unlimited keywords like bidding ranking.
(5) The ranking position is after the paid ranking. This is determined by the search engine’s ranking rules. The natural ranking position can only be after the paid ranking website.