SEM is the abbreviation of search engine marketing, which means search engine marketing in Chinese. SEM is a new form of network marketing. What SEM does is to comprehensively and effectively use search engines for online marketing and promotion. SEM pursues the highest cost performance, gets the most visits from search engines with the least investment, and generates commercial value.
Nowadays, with the development of the Internet, SEM has followed, which has facilitated people's lives. For example, the widely used B2C websites, online payment, etc. all belong to SEM.
Target hierarchy principle of search engine
Search engine marketing can be divided into four levels, which can be simply described as: existence layer, performance layer, attention layer and transformation layer.
The first layer is the existence layer of search engine marketing, whose goal is to get the opportunity to be included in the major search engines/classified directories, which is the basis of search engine marketing. Without this layer, other goals of search engine marketing cannot be achieved. Search engine login includes free login, paid login, search engine keyword advertisement and other forms. The meaning of the existence layer is to let as many pages in the website be included by search engines as possible (not just the homepage of the website), that is, to increase the visibility of pages in search engines.
The goal of the second layer is to get a good ranking on the basis of being included by search engines, that is, to have a good performance in search results, so it can be called the performance layer. Because users only care about a small amount of content in the top of the search results, if the website ranks lower in the search results when using the main keywords, it needs to use keyword advertisements, bidding advertisements and other forms as auxiliary means to achieve this goal. Similarly, if the position in the classified catalogue is not ideal, we should consider paying to rank high in the classified catalogue.
The third goal of search engine marketing is directly reflected in the index of website visits, that is, to increase website visits by improving the click-through rate of search results. Because the information selected by the user can only be clicked if it is concerned by the user, it can be called the attention layer. Judging from the actual situation of search engines, being included in search engines and ranking high in search results may not necessarily improve the click-through rate of users, let alone guarantee that visitors will be converted into customers. In order to increase traffic through search engine marketing, it is necessary to optimize the design of the website as a whole and make full use of valuable search engine marketing professional services such as keyword advertising.
The fourth goal of search engine marketing, that is, through the increase of traffic, is transformed into the ultimate improvement of corporate income, which can be called the transformation layer. The transformation layer is the further promotion of the first three target levels, and it is the concentrated embodiment of the effects achieved by various search engine methods, but it is not the direct effect of search engine marketing. From various search engine strategies to income generation, the intermediate effect during the period is the increase of website visits, and the income of the website is formed by the transformation of visits, and the transformation from visits to income is determined by the joint action of website functions, services, products and other factors. Therefore, the fourth goal belongs to the strategic level in search engine marketing. The other three levels of goals belong to the strategic category and have the characteristics of maneuverability and controllability. Achieving these basic goals is the main task of search engine marketing.