Search engine marketing (SEM) refers to the use of users’ search opportunities to deliver marketing information to target users as much as possible based on the way they use search engines. In simple terms, search engine marketing is network marketing based on the search engine platform. It is a network marketing method that uses people’s dependence on search engines and usage habits to deliver marketing information to target customers as much as possible when people retrieve information.
The basic idea of search engine marketing is to let customers find information and further understand the information they need by entering the website/webpage. When introducing search engine marketing strategies, it is generally believed that the main goals of search engine optimization design have two levels: being included in search engines and ranking high in search results. However, from the current actual situation, it is not enough to just be included in search engines and rank high in search results, because achieving such an effect does not necessarily increase the customer’s click-through rate, let alone guarantee the conversion of visitors into customers or potential customers. Therefore, being included in search engines and ranking high in search results can only be the two most basic goals in search engine marketing strategies.
Search engine marketing process:
(i) Construct information sources suitable for search engine retrieval
Information sources being indexed by search engines is the basis of search engine marketing, which is also the reason why website construction has become the basis of network marketing. Various information in corporate websites is the basis of search engine retrieval. Since customers have to come to the information source to obtain more information after searching, the construction of this information source cannot only stand from the perspective of search engine friendliness, but should include three aspects: optimization of customers, search engines, and website management and maintenance.
(ii) Create opportunities for web pages/websites to be indexed by search engines
No matter how beautifully designed a website is, if it cannot be indexed by search engines, customers will not be able to find the information on the website through search engines, and the purpose of network marketing information transmission cannot be achieved. Therefore, getting as many web pages as possible to be indexed by search engines is one of the basic tasks of network marketing and a basic step in search engine marketing.
(iii) Make website information appear in the front position of search results
It is not enough for a website/webpage to be indexed by search engines. It is also necessary to make corporate information appear in the front position of search results. Otherwise, the chance of being discovered by users will be greatly reduced, and the effect of search engine marketing cannot be guaranteed.
(IV) Gaining user attention with limited information in search results
Through observation of search engine search results, it can be found that not all search results contain rich information. Users usually cannot click to browse all the information in the search results. Instead, they need to judge the search results, filter out the most relevant and most attention-grabbing information, click on it, and obtain more complete information after entering the corresponding web page. To achieve this, it is necessary to conduct targeted research on the way each search engine collects information.
(V) Providing convenience for users to obtain information
Users entering websites/web pages by clicking on search results is the basic form of the effect of search engine marketing. The user’s further behavior determines whether search engine marketing can ultimately generate revenue. At this stage, search engine marketing should work closely with other online marketing work such as website information release, customer service, website traffic statistics and analysis, and online sales. While providing convenience for users to obtain information, it should also establish a close relationship with users, making them potential customers, or directly purchasing products.