搜(sou)(sou)索引(yin)擎營銷就(jiu)是面對搜(sou)(sou)搜(sou)(sou)引(yin)擎進行產品推廣、服務提供、品牌宣傳等開展(zhan)的(de)一些(xie)列營銷活動，隨著越(yue)來越(yue)多(duo)的(de)企業(ye)開始重視建(jian)站，有更多(duo)的(de)人開始使用搜(sou)(sou)索功(gong)能查找所(suo)需的(de)信息，企業(ye)網站就(jiu)應該開始重視搜(sou)(sou)索引(yin)擎營銷，并在進行搜(sou)(sou)索引(yin)擎營銷時越(yue)來越(yue)精(jing)準化(hua)。
現在是一個(ge)高效時代(dai)，做事情(qing)必(bi)(bi)須講效率(lv)。我們在搜索引(yin)擎(qing)進(jin)行營(ying)銷，也必(bi)(bi)須講效率(lv)，這(zhe)個(ge)效率(lv)就是要讓所有(you)的工作都有(you)精準的定位(wei)。只(zhi)有(you)這(zhe)樣，用(yong)戶在搜索的結果(guo)中才能相中目標(biao)，實(shi)現最(zui)大(da)的轉化并且實(shi)現消費。企業搜索引(yin)擎(qing)營(ying)銷精準化怎樣實(shi)施才更(geng)好呢，可以下3個(ge)方面(mian)可以入手。
關鍵(jian)詞設計要精(jing)準化
對于搜(sou)(sou)索引擎而言(yan)，高(gao)效的(de)(de)(de)關(guan)鍵(jian)詞匹(pi)配(pei)將會贏得目標用(yong)戶(hu)(hu)的(de)(de)(de)直接點擊(ji)，關(guan)鍵(jian)詞越(yue)是精準用(yong)戶(hu)(hu)的(de)(de)(de)消(xiao)費轉化(hua)就越(yue)明(ming)確，我們的(de)(de)(de)工作(zuo)效率才(cai)(cai)最高(gao)。什么樣(yang)的(de)(de)(de)關(guan)鍵(jian)詞才(cai)(cai)是精準的(de)(de)(de)關(guan)鍵(jian)詞，才(cai)(cai)能(neng)符合用(yong)戶(hu)(hu)呢?關(guan)鍵(jian)詞必須(xu)要和(he)(he)企(qi)(qi)業(ye)產品相(xiang)關(guan)、服(fu)務相(xiang)關(guan)。舉例說明(ming)，一個生產水(shui)泥倉的(de)(de)(de)企(qi)(qi)業(ye)，如果說銷(xiao)售區(qu)域(yu)(yu)并(bing)不是全國(guo)的(de)(de)(de)，但(dan)是其(qi)在設計(ji)關(guan)鍵(jian)詞推薦時卻有(you)(you)很多其(qi)他(ta)區(qu)域(yu)(yu)水(shui)泥倉的(de)(de)(de)關(guan)鍵(jian)詞，那這樣(yang)顯然就不夠精準。如果用(yong)戶(hu)(hu)通(tong)過(guo)關(guan)鍵(jian)詞搜(sou)(sou)索到網(wang)站，但(dan)是網(wang)站沒有(you)(you)實際負責銷(xiao)售的(de)(de)(de)體系，對于企(qi)(qi)業(ye)的(de)(de)(de)品牌和(he)(he)銷(xiao)售都會有(you)(you)間接影響。因此，我們在考慮關(guan)鍵(jian)詞精準化(hua)設計(ji)時，一定要考慮消(xiao)費和(he)(he)轉化(hua)并(bing)與企(qi)(qi)業(ye)一致。像產品類的(de)(de)(de)企(qi)(qi)業(ye)還好一些(xie)，對于一些(xie)提供本地服(fu)務或者專(zhuan)業(ye)服(fu)務的(de)(de)(de)企(qi)(qi)業(ye)，如果關(guan)鍵(jian)詞設計(ji)不夠精準，對用(yong)戶(hu)(hu)也不友好。比如是做企(qi)(qi)業(ye)培(pei)訓(xun)的(de)(de)(de)，卻將曾仕(shi)強培(pei)訓(xun)作(zuo)為關(guan)鍵(jian)詞，結(jie)果搜(sou)(sou)索進入的(de)(de)(de)人根本找不到相(xiang)關(guan)信息(xi)，這對企(qi)(qi)業(ye)是非(fei)常不利的(de)(de)(de)。關(guan)鍵(jian)詞的(de)(de)(de)精準必須(xu)要滿(man)足明(ming)確的(de)(de)(de)搜(sou)(sou)索和(he)(he)易于轉化(hua)，才(cai)(cai)能(neng)實現真正營銷(xiao)。
引導頁面設計(ji)精準化
當我(wo)(wo)們(men)(men)(men)將用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)通過搜索引(yin)擎引(yin)入網(wang)站后(hou)，他將會(hui)(hui)進(jin)(jin)入一(yi)(yi)(yi)個頁(ye)(ye)(ye)面(mian)(mian)(mian)(mian)。對(dui)于這個頁(ye)(ye)(ye)面(mian)(mian)(mian)(mian)的(de)(de)(de)(de)設計(ji)(ji)(ji)一(yi)(yi)(yi)定要(yao)(yao)精準化，這樣(yang)用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)看到相關(guan)信(xin)(xin)(xin)(xin)息時的(de)(de)(de)(de)好(hao)感、信(xin)(xin)(xin)(xin)任感都會(hui)(hui)提升，消(xiao)費(fei)(fei)欲(yu)望(wang)也會(hui)(hui)加(jia)強。如果(guo)頁(ye)(ye)(ye)面(mian)(mian)(mian)(mian)設計(ji)(ji)(ji)不(bu)精準，不(bu)能(neng)(neng)很好(hao)的(de)(de)(de)(de)引(yin)導(dao)用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)，那么消(xiao)費(fei)(fei)的(de)(de)(de)(de)行為(wei)很可能(neng)(neng)就會(hui)(hui)隨(sui)之降低(di)，進(jin)(jin)而離(li)開頁(ye)(ye)(ye)面(mian)(mian)(mian)(mian)。那我(wo)(wo)們(men)(men)(men)做怎么才讓(rang)頁(ye)(ye)(ye)面(mian)(mian)(mian)(mian)設計(ji)(ji)(ji)精準化呢?簡單來說，就是(shi)要(yao)(yao)增加(jia)用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)信(xin)(xin)(xin)(xin)任，要(yao)(yao)符(fu)合用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)消(xiao)費(fei)(fei)需(xu)求。我(wo)(wo)們(men)(men)(men)不(bu)能(neng)(neng)只(zhi)是(shi)做一(yi)(yi)(yi)些簡單的(de)(de)(de)(de)介紹(shao)就完(wan)事了，所有和消(xiao)費(fei)(fei)緊密聯系的(de)(de)(de)(de)信(xin)(xin)(xin)(xin)息都要(yao)(yao)有機(ji)的(de)(de)(de)(de)進(jin)(jin)行展現(xian)。要(yao)(yao)將足夠(gou)的(de)(de)(de)(de)關(guan)注點展示(shi)給用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)，從而打(da)動用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)。還(huan)是(shi)買(mai)水泥倉的(de)(de)(de)(de)企(qi)業(ye)(ye)網(wang)站，在頁(ye)(ye)(ye)面(mian)(mian)(mian)(mian)設計(ji)(ji)(ji)上就要(yao)(yao)讓(rang)用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)第一(yi)(yi)(yi)眼就能(neng)(neng)看到企(qi)業(ye)(ye)實(shi)力、產品(pin)特點、使(shi)用(yong)(yong)(yong)效果(guo)、用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)案例等信(xin)(xin)(xin)(xin)息，盡量(liang)將信(xin)(xin)(xin)(xin)息展現(xian)的(de)(de)(de)(de)豐富(fu)一(yi)(yi)(yi)些，最好(hao)不(bu)要(yao)(yao)出現(xian)一(yi)(yi)(yi)些空(kong)白頁(ye)(ye)(ye)面(mian)(mian)(mian)(mian)或者無(wu)信(xin)(xin)(xin)(xin)息頁(ye)(ye)(ye)面(mian)(mian)(mian)(mian)。如果(guo)能(neng)(neng)有相關(guan)的(de)(de)(de)(de)產品(pin)認證或企(qi)業(ye)(ye)認證更(geng)能(neng)(neng)獲得用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)信(xin)(xin)(xin)(xin)任，而且對(dui)于用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)案例要(yao)(yao)有簡短的(de)(de)(de)(de)文字(zi)說明，比如購(gou)買(mai)時間、正常運轉(zhuan)時間等，不(bu)要(yao)(yao)僅僅只(zhi)放(fang)一(yi)(yi)(yi)張(zhang)圖(tu)片(pian)，要(yao)(yao)保證信(xin)(xin)(xin)(xin)息的(de)(de)(de)(de)完(wan)整。頁(ye)(ye)(ye)面(mian)(mian)(mian)(mian)引(yin)導(dao)設計(ji)(ji)(ji)一(yi)(yi)(yi)定要(yao)(yao)讓(rang)用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)有信(xin)(xin)(xin)(xin)任感、給用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)足夠(gou)的(de)(de)(de)(de)幫助、能(neng)(neng)解決其潛在問題并且能(neng)(neng)使(shi)用(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)有聯系我(wo)(wo)們(men)(men)(men)的(de)(de)(de)(de)欲(yu)望(wang)。
推廣(guang)平(ping)臺(tai)要精(jing)準化(hua)
搜索引擎營銷(xiao)(xiao)推(tui)(tui)廣(guang)(guang)平(ping)臺(tai)(tai)通常(chang)(chang)包含了(le)常(chang)(chang)規平(ping)臺(tai)(tai)和競(jing)價推(tui)(tui)廣(guang)(guang)平(ping)臺(tai)(tai)，常(chang)(chang)規平(ping)臺(tai)(tai)就(jiu)(jiu)是(shi)(shi)(shi)SEO方(fang)式經常(chang)(chang)使用(yong)(yong)(yong)(yong)(yong)(yong)的(de)(de)平(ping)臺(tai)(tai)，競(jing)價平(ping)臺(tai)(tai)則是(shi)(shi)(shi)付費展示平(ping)臺(tai)(tai)。這(zhe)兩者可(ke)(ke)以(yi)結合考(kao)慮(lv)，也(ye)可(ke)(ke)以(yi)只用(yong)(yong)(yong)(yong)(yong)(yong)其中(zhong)一(yi)種(zhong)。競(jing)價平(ping)臺(tai)(tai)只要(yao)付費就(jiu)(jiu)有排名，用(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)及可(ke)(ke)以(yi)看(kan)到(dao)。當然(ran)，可(ke)(ke)以(yi)依據(ju)使用(yong)(yong)(yong)(yong)(yong)(yong)人群(qun)選擇(ze)(ze)(ze)不同的(de)(de)搜索引擎競(jing)價平(ping)臺(tai)(tai)。通常(chang)(chang)情況下(xia)，用(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)是(shi)(shi)(shi)國內(nei)的(de)(de)大(da)(da)部(bu)分會選用(yong)(yong)(yong)(yong)(yong)(yong)百度，如(ru)果(guo)用(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)主要(yao)是(shi)(shi)(shi)面(mian)對國外的(de)(de)用(yong)(yong)(yong)(yong)(yong)(yong)谷(gu)歌(ge)的(de)(de)會多一(yi)些(xie)，這(zhe)個可(ke)(ke)以(yi)根(gen)據(ju)企業(ye)目標客(ke)戶(hu)正確(que)選擇(ze)(ze)(ze)。如(ru)果(guo)采(cai)用(yong)(yong)(yong)(yong)(yong)(yong)SEO方(fang)式，就(jiu)(jiu)要(yao)對用(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)群(qun)體(ti)進(jin)行研究，選擇(ze)(ze)(ze)不同的(de)(de)平(ping)臺(tai)(tai)，而(er)且要(yao)選擇(ze)(ze)(ze)見效(xiao)快的(de)(de)平(ping)臺(tai)(tai)，這(zhe)樣(yang)才夠(gou)精(jing)準(zhun)。比如(ru)問答平(ping)臺(tai)(tai)，首選是(shi)(shi)(shi)百度知道了(le)，其它的(de)(de)問問、愛問等可(ke)(ke)以(yi)做輔助平(ping)臺(tai)(tai)。推(tui)(tui)廣(guang)(guang)平(ping)臺(tai)(tai)的(de)(de)精(jing)準(zhun)要(yao)考(kao)慮(lv)行業(ye)相(xiang)(xiang)關(guan)度高，還要(yao)考(kao)慮(lv)用(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)群(qun)體(ti)的(de)(de)集中(zhong)，這(zhe)樣(yang)我(wo)們的(de)(de)信息才能(neng)快速被用(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)找到(dao)，也(ye)利于企業(ye)產品的(de)(de)銷(xiao)(xiao)售(shou)。我(wo)們做推(tui)(tui)廣(guang)(guang)的(de)(de)目的(de)(de)就(jiu)(jiu)是(shi)(shi)(shi)為(wei)了(le)銷(xiao)(xiao)售(shou)，如(ru)果(guo)在一(yi)些(xie)毫不相(xiang)(xiang)關(guan)的(de)(de)平(ping)臺(tai)(tai)做推(tui)(tui)廣(guang)(guang)，即(ji)使權重(zhong)很(hen)高，用(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)很(hen)多，轉(zhuan)化(hua)率也(ye)是(shi)(shi)(shi)極低的(de)(de)。比如(ru)優化(hua)人員經常(chang)(chang)會在站長(chang)站平(ping)臺(tai)(tai)做一(yi)些(xie)信息推(tui)(tui)廣(guang)(guang)，雖(sui)然(ran)這(zhe)些(xie)地方(fang)權重(zhong)不錯，但用(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)大(da)(da)部(bu)分是(shi)(shi)(shi)站長(chang)，沒有相(xiang)(xiang)關(guan)性(xing)，也(ye)不會帶來銷(xiao)(xiao)售(shou)。要(yao)保證推(tui)(tui)廣(guang)(guang)平(ping)臺(tai)(tai)的(de)(de)精(jing)準(zhun)性(xing)就(jiu)(jiu)要(yao)確(que)保平(ping)臺(tai)(tai)和產品相(xiang)(xiang)關(guan)、和用(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)相(xiang)(xiang)關(guan)、和銷(xiao)(xiao)售(shou)相(xiang)(xiang)關(guan)，才能(neng)是(shi)(shi)(shi)推(tui)(tui)廣(guang)(guang)效(xiao)果(guo)最大(da)(da)化(hua)。
以(yi)(yi)上(shang)簡單為大家分析(xi)了企(qi)業(ye)在(zai)進行(xing)搜索引(yin)擎營銷(xiao)時為什(shen)么(me)要(yao)精準化(hua)(hua)以(yi)(yi)及需要(yao)精準化(hua)(hua)的幾(ji)個方面，目的都是為了使(shi)(shi)企(qi)業(ye)銷(xiao)售(shou)最大化(hua)(hua)。我(wo)們在(zai)做好(hao)以(yi)(yi)上(shang)工(gong)(gong)作的同時，要(yao)本著以(yi)(yi)用(yong)戶(hu)為中心、為用(yong)戶(hu)服(fu)務的宗(zong)旨，使(shi)(shi)得我(wo)們的網(wang)站具備(bei)精準的營銷(xiao)能力，同時也可(ke)以(yi)(yi)極大的滿足用(yong)戶(hu)消費需求(qiu)。這些工(gong)(gong)作需要(yao)長期的經驗積(ji)累，也需要(yao)不斷(duan)的進行(xing)數據分析(xi)研(yan)究。總之，只要(yao)我(wo)們圍繞(rao)營銷(xiao)，把握住精準化(hua)(hua)要(yao)點，企(qi)業(ye)網(wang)站搜索引(yin)擎營銷(xiao)就會越做越好(hao)。
