(1) Search engine marketing is inseparable from corporate websites
Generally speaking, search engine marketing, as a common method of website promotion, is rarely used when a website is not established (sometimes it can also be used to promote online stores, corporate yellow pages, etc.). Search engine marketing needs to be based on corporate websites, and the professionalism of corporate website design will have a direct impact on the effectiveness of online marketing.
(2) The information transmitted by search engines only plays a guiding role
What search engines retrieve is an index of web page information, which is generally just a brief introduction to a website/webpage, or part of the content automatically captured by the search engine, rather than the entire content of the webpage. Therefore, these search results can only play a “leading” role. How to present attractive index content to customers as much as possible, whether it can attract customers to enter the corresponding webpage to continue to obtain information based on this simple information, and whether the website webpage can provide customers with the information they expect, these are the main contents that need to be studied in search engine marketing.
(3) Search engine marketing is a customer-led online marketing method
The customer’s information retrieval behavior, that is, what search engine to use and what information to retrieve through the search engine is entirely determined by the customer himself, and which webpages to click in the search results also depends on the customer’s judgment. Therefore, search engine marketing is customer-driven and minimizes the interference of marketing activities on customers, which is also in line with the basic idea of network marketing.
(4) Search engine marketing can achieve a high degree of positioning
One of the main characteristics of network marketing is that it can accurately analyze user behavior and achieve a high degree of positioning. Search engine marketing plays a very important role in customer positioning, especially the keyword advertisements that appear on the search results page, which can fully achieve a high degree of relevance to the keywords used by users to search, thereby increasing the degree of attention paid to marketing information and ultimately achieving the purpose of enhancing the effectiveness of network marketing.
(5) The effect of search engine marketing is manifested in an increase in website visits rather than direct sales
The mission of search engine marketing is to obtain visits, so it has also become the main means of website promotion. As for whether the visits can eventually be converted into revenue, it is not something that search engine marketing can determine. This shows that increasing website visits is the main content of network marketing, but not all of it.
(6) Search engine marketing needs to adapt to the development and changes of the network service environment
Search engine marketing is the specific application of search engine services in network marketing. Therefore, in terms of application methods, it depends on the working principle of the search engine, the service model provided, etc. When the search engine retrieval method and service model change, the search engine marketing method should also change accordingly. Therefore, the search engine marketing method has a certain stage. Coordination with the network marketing service environment is the basic requirement of search engine marketing.