Search engines are the “killer weapon” in the marketing industry and the main channel for off-site traffic. Search is divided into two types: passive and active, and the corresponding marketing methods are search engine bidding (PPC) and search engine optimization (SEO). PPC is to buy keywords, while SEO is to continuously optimize the content and structure of the website to obtain better natural search ranking results.
SEO is cost-free, but it is a long-term work that requires long-term investment and attention from merchants. It must comply with search engine optimization standards, including page structure layout, high-frequency keywords and long-tail keywords, external links and content links, product naming, display effects, repeated content, internal links and external links, etc. There are many very specific contents and Interactive Design. Usually, the conversion rate of e-commerce visitors is 1% to 3%. Different access channels, keywords and target content have different conversion rates.
Keywords are the language of search engines and the core of SEO, because online sales generally start with searches, customers will search in their native language, and search habits are driven by language, and keywords are found The secret key of the information guides online shoppers to the designated online store.
The first is keyword query. Accurate keywords will play a more effective role in increasing brand exposure and increasing orders. You can improve the search ranking of the product site through Google keyword planner, keyword setting and ranking optimization. In addition to Google Adwords, tools such as Wordtracker, Wordze, and SEOBook are also often used by sellers. They can display related phrases for specific keywords, which can be used to check search rankings, which keywords rank first in search engines or on-site searches, and to find long-tail keys. word.
The second is to understand popular products through keyword trends, which can become a reference for product selection and pricing strategies. Keyword trend tools include Google Trends, eBay Pluse, Trends Amazon, etc., as well as third-party research and word analysis tools. Such as Terapeak, Explosive Easy, Amztracker, Digital Chief, Wutuobang, Yimaibao, Malllib, etc.
The third is to crawl the site search in a targeted manner and investigate the sales data of competitors on the site.
In addition to the more popular keyword tools, Google itself is a huge marketing machine with a variety of marketing functions. Marketing based on the Google ecosystem accounts for the main marketing expenditures of many sellers. In addition, there are some common search engines such as Bing, Yahoo, AOL, Yandex (Russia), Goo (Japan), Naver (Korea), etc.
Finally, the emphasis is on creating a mobile-first experience and increasing the focus on mobile phones. According to the analysis of comScore in the United States, mobile online shopping M-Commerce has accounted for 35% of the total eCommerce searches, and it is still growing.