Each enterprise website can have its own resources, which can be expressed as a certain number of visits, registered user information, valuable content and functions, online advertising space and so on. Use the resources of the website to cooperate with partners, realize resource sharing and expand income. Among these forms of resource cooperation, link exchange is the simplest one, and the survey shows that it is also one of the effective ways to promote new websites. Link exchange, or reciprocal link, is a simple form of cooperation between websites with certain complementary advantages, that is, putting the LOGO or website name of the other website on their own website and setting hyperlinks to the other website, so that users can find their own websites from the cooperative websites and achieve the purpose of mutual promotion. The function of link exchange is mainly manifested in several aspects: obtaining visits, increasing users' impression when browsing, increasing their advantages in search engine rankings, and increasing the credibility of visitors through the recommendation of cooperative websites. Link exchange has a deeper meaning than whether it can achieve direct effect. Generally speaking, every website tends to link to other high-value websites, so getting links from other websites means getting recognition from partners in a certain field and similar websites. Search engine promotion refers to the method of website promotion by using network search tools such as search engines and classified directories. Because the basic forms of search engines can be divided into web spider search engines (referred to as search engines) and search engines based on artificial classified directories (referred to as classified directories), the promotion forms of search engines also include methods based on search engines and methods based on classified directories. The former includes search engine optimization, keyword advertising, fixed ranking, content-based advertising and other forms, while the latter mainly logs in the appropriate categories of websites in the classified catalogue. With the further development and changes of search engine forms, other forms of search engines have emerged, but most of them are based on these two forms.
The ways to promote search engines can be divided into many different forms, such as logging in free classified catalogue, logging in paid classified catalogue, search engine optimization, keyword advertisement, keyword bidding ranking, webpage content positioning advertisement and so on.
Judging from the current development trend, the position of search engine in network marketing is still important, and it is recognized by more and more enterprises, and the marketing methods of search engine are constantly evolving. We should choose the appropriate marketing methods of search engine according to the changes of environment. That is to say, it is a method to realize website promotion by reasonably using the quick access mode of similar keyword websites such as network real name and universal website. Quick websites use natural language to establish correspondence with website URL, which provides great convenience for users who are used to using Chinese. Users can visit the website by entering a shortcut URL that is easier to remember than English websites, and "replace" the website with their own mother tongue or other simple words that are easier to reflect the brand image, such as choosing the company name or trademark, main product name, etc. As a Chinese website, this can greatly make up for the defect that English websites are not easy to publicize. With the increase of the number of shortcut websites registered by enterprises, the user data of these shortcut websites can also be equivalent to a search engine, so that when users use a keyword to search, even if it is inconsistent with the Chinese website registered by a website, they still have the opportunity to be discovered by users.