网络营销推广基础术语

Core Points - The article provides an overview of essential terms and concepts related to online marketing, particularly focusing on search engine optimization (SEO) and search engine marketing (SEM) [1][3][20] Group 1: Search Engine Optimization (SEO) and Marketing (SEM) - SEO is defined as a method to improve a website's natural ranking in search engines by utilizing their rules [1] - SEM encompasses various methods including SEO, paid rankings, targeted advertising, and paid inclusion, leveraging users' reliance on search engines to deliver information to target users [3] - Effective search engine promotion requires five basic elements: information source (webpage), search engine index database, user search behavior and results, user analysis of results, and clicks on selected results [3] Group 2: Key Marketing Strategies - Successful search engine promotion can be summarized in eight key steps, including selecting SEM strategies, determining target search engines, and managing bidding [4] - Keywords play a crucial role in online marketing, as they are the specific terms or phrases users search for to find products or services [7] - The concept of keyword density is introduced, indicating the ratio of a specific keyword's occurrences to the total number of words on a webpage, with an optimal density of 6-7% considered high quality [7] Group 3: Website Optimization Techniques - The importance of links is highlighted, with external links being crucial for website optimization, as they influence the website's weight in search engines [9] - Internal links connect different pages within the same website, enhancing navigation and SEO [10] - The design of webpage titles and descriptions is emphasized, with each page needing a unique title that reflects its core content and includes effective keywords [11][13] Group 4: New Media and Self-Media - New media is characterized by the use of digital technology to provide information and services, contrasting with traditional media [16] - Self-media refers to the ability of individuals to publish their own news and information through digital platforms, democratizing content creation [17] - Various platforms for self-media are listed, including WeChat public accounts, Toutiao, and Zhihu, which serve as significant channels for content dissemination [18]