1. Based on the corporate website
Generally speaking, search engine promotion, as a common method of website promotion, is rarely used without a website (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 marketing.
2. Guided by information
What the search engine retrieves is the index of web page information, which is generally just a brief introduction to a website or part of the content automatically captured by the search engine, rather than the entire content of the web page. Therefore, these search results can only play a “leading” role. How to present attractive index content to users as well as possible, whether it can attract users to enter the corresponding web page to continue to obtain information based on these simple information, and whether the website can provide users with the expected information, these are the main contents that search engine marketing needs to study.
3. User-oriented
No company or website can force or induce users’ information retrieval behavior. It is entirely up to the users to decide which search engine to use and what information to retrieve through the search engine. It also depends on the users’ judgment to click on which web pages in the search results. Therefore, search engine marketing is user-oriented, which minimizes the interference of marketing activities on users.
4. Achieve a high degree of positioning
One of the main features of search engine marketing is that it can accurately analyze user behavior and achieve a high degree of positioning. Search engine marketing has better functions in user positioning, especially keyword advertising 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 marketing effectiveness.
5. Take the increase in website visits as the effect
It is important to understand this feature, because the mission of search engine marketing is to obtain visits, so visits are 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 decide. This shows that increasing the number of visits to the website is the main content of search engine marketing, but not all of it.