Below, I searched and sorted out the principles and common methods of website promotion for everyone. Welcome to read, I hope it will help you! For more information, please continue to pay attention to our fresh graduates training network!
Website promotion is a process of promoting website domain names, letting internet users know, logging in enterprise websites and browsing enterprise webpages, thus conveying information of enterprises and products (services), making consumers have consumption desires, and then implementing purchase behavior.
First, the principles of website promotion
To achieve the purpose of website promotion, we must follow the following principles:
(1) benefit/cost principle
The enterprise website can set up functions such as online purchase or online investment invitation, which will have certain short-term benefits. But website design is more important to convey the brand connotation of enterprises, and the rise of brand assets will win long-term benefits for enterprises. Therefore, in the fierce market competition, attention and brand image will be the primary goals of enterprise website promotion.
(2) the principle of targeting the target audience
In the middle? Net? In the sea, there are many netizens who have different identities and different consumer needs. This requires us to maximize the coverage of Internet users on corporate websites, improve the popularity and dissemination scale of websites, and at the same time, focus on Internet users and consumer groups to influence these target consumers.
(3) the principle of prudence
The website can not be promoted until it is built. Building a good website includes three meanings: ① In order to pass the test of construction technology, the target consumers must be able to open the website quickly. ② The artistic design of the website should be conducive to conveying the connotation of the corporate brand. The website should be convenient for the target consumers to improve information utilization and interactivity, such as setting favorites and feedback.
(4) the implementation principle of comprehensive arrangement
There are many target consumers on the internet, and there are obvious differences in consumer demand and consumption habits. In addition, competitors have diversified means, the market is complex and changeable, and enterprise products have their own characteristics. Therefore, when promoting websites, enterprises should make comprehensive use of the connotation of corporate brands and comprehensively plan, monitor and evaluate the process of website promotion.
Second, the common methods of website promotion
1. Search engine registration
In the vast number of Internet websites, how to make your website known and clicked by netizens quickly is the quickest and most effective way to register a search engine. According to the 2009 China Online Shopping Market Research Report released by CNNIC (China Internet Information Center), 34% and 29.6% of online shopping websites were visited by search engines and search engine advertisements respectively.
Search engines are generally divided into two categories, one is called full-text search engine, which is based on? Spider? This program collects and stores information of various websites, establishes indexes according to certain rules, and forms a database. The other is called directory index, which manually logs website information into the data list of directory classification websites. Generally speaking, search engines mainly refer to full-text search engines. At present, the main modes of search engine promotion are:
(1) search engine optimization
In order to be easily included by search engines and get an ideal ranking when searching with specific keywords, websites need to evaluate search engines? Friendly? Search engine optimization (SEO) is to optimize the ranking method of search results according to the requirements of search engines for included web pages.
The specific methods of search engine optimization mainly include: adding content-related titles and distinctive descriptions to each web page; Set keywords in the web page, and the title and content of the web page should contain these keywords; Provide users with a website map, listing links to important locations of the website; Try to avoid using frame structure in web pages and use tables for structural positioning; Try to display important names, contents or links in words instead of multimedia forms such as images and flash. All links in the web page should be kept correct, and there should be no link errors or link dead ends; Use more static pages and less dynamic pages; Submit websites, and actively submit the optimized enterprise websites to various search engines for free inclusion, so as to strive for better natural ranking.
(2) keyword bidding ranking
Bidding ranking is to rank websites that buy the same keyword according to the principle that the highest price comes first. It is a quick and immediate method to promote search engines in small and medium-sized enterprises, and its charging method is CPC. Keyword bidding ranking can facilitate enterprises to make statistical analysis of users' clicks, and enterprises can also change keywords at any time according to statistical analysis to enhance marketing effect. Using search engines for promotion has become the first choice for some small and medium-sized enterprises. Enterprises should pay attention to the following problems when choosing keyword bidding ranking: try to choose mainstream search engines such as Baidu and Google, and choose 3 ~ 5 keywords for bidding ranking at the same time, and carefully analyze and design keywords.
(3) keyword advertising
Keyword advertising, like keyword bidding ranking, also adopts the pricing mode of pay-per-click, which is also beneficial for enterprises to check relevant data at any time, manage keywords scientifically and control advertising expenses independently. For example, in Google's keyword advertisements, users are allowed to set the upper limit of advertising fees paid each month. If the advertising expenses generated in the current month reach this upper limit, the advertisements will stop displaying. And Google also stipulates that when the click-through rate of keyword advertisements is less than 5? At that time, if advertisers modified keywords, for example, the click rate was less than 3? , Google will automatically cancel the display of keyword advertisements.
Different from keyword bidding ranking, the display position of bidding ranking is displayed together with natural search results, while the position where keyword advertisements appear is separated from natural search results (generally on the right side of search results page), so that visitors can clearly see which are natural search results and which are paid advertisements, which will not be misleading.
establish ties (with)
Establishing links with different websites can shorten the distance between pages and improve the probability of websites being visited. In general, there are several ways to establish a link:
Establish a friendship link
Link exchange with each other on websites of common interest. This method is more suitable for the situation that the contents of the websites of the two sides are similar or complementary, and the number of visits is not much different. The content is similar, the chances of being visited are increased, and the number of visits is not much different, so both sides will feel more equal.
(2) Apply for links on industry websites.
If the website belongs to some different commercial organizations and these organizations have member websites, you should apply for linking to these member websites in time. For example, machinery manufacturing enterprises can apply for links in China Electromechanical Network. Because these industry websites are authoritative and comprehensive, and the number of visits in the industry is relatively high, the click probability is relatively high when establishing links.
(3) Exchange dynamic links through special websites.
Through network alliance, tai chi chain and other forms. Any member's website link will appear on your website, and your website will also be displayed on other members' websites in proportion to the number of visits.
3. Email promotion
The cost of using e-mail is very low, and many websites will use e-mail to promote their websites. When using e-mail to promote the website, the first task is to collect the e-mail address, and then the recipient's permission must be obtained. E-mail without the permission of the recipient is usually classified as spam, which will not only offend the recipient, but also have a negative impact on the reputation of the enterprise itself. If the mail sending scale is relatively small, it can be done by general mail sending mode or mail group software. If the mail is sent in a large scale, it should be sent with the help of a professional mailing list publishing platform.
4. Other methods
In addition to the above-mentioned common website promotion methods, there are also some website promotion methods, such as viral marketing promotion, online advertising, prize-winning competitions, prize-winning surveys and traditional media promotion. With the further development of information technology, I believe there will be more ways to promote websites.
Enterprise website is an important platform for online marketing practice. Website promotion is a systematic project, not just a simple application of general website promotion methods. The website promotion strategy should be formulated according to the internal resource conditions and external business environment of the enterprise, and the development of each link and stage of website promotion should be effectively controlled and managed. Through multi-level, diversified and three-dimensional website promotion, we strive to recommend our website, products and services to as many existing and potential customers as possible, so as to