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推荐:关于移动搜索引擎营销,你不得不了解的知识

2014.11.12 |    37259 view 101 comment

类别: 景区营销    主题: SEO, 搜索营销

正文内容
营销并非一门静止的学科,相反,它变化着存在,互联网就是最有革命性的变化之一。而互联网浪潮中,势能最大、影响最深远的浪头,恐怕要数移动互联网,它给营销行业带来了很多美好的想象:无处不在的移动设备,遍布全球的蜂窝网络,“造就”了大街上随处可见的低头族,这些都意味机会。

企业的营销预算永远是有限的,要想达到事半功倍的效果,就必须充分借助潮流的势能,挖掘移动互联网的潜力。移动互联网作为一个如星辰大海般浩瀚的领域,有太多地?#34903;?#24471;营销者学习。如果你还没开始涉足SEO和PPC广告,现在还为时未晚。如果你已然涉足该领域,你?#25176;?#35201;用移动广告作为补充。关键就在于你需要把移动营销作为你整个互联网营销战略的一部分。?#26053;?#36825;篇文章主要给大家分享移动搜索营销的一些特点和技巧。

移动搜索引擎营销有什么特点?

更精准:移动互联网的能量主要集中在“移动”二字,具体体现到搜索上,即精准;基于更精准的地理定位,广告主能在巨大的?#27809;?#32676;中准确?#19994;?#30446;标,有针对性地接触更有可能产生消?#30740;?#20026;的客户。比如,你可以根据地理位置投放不同的广告,在重点地理区域获得更高的竞价排名。这种资源配置优化,对预算有限的中小企业来说无疑是更好的选择。

低成本:最近一份报告显示,相比传统PC广告,移动搜索营销的CPC(Cost Per Click)更低。2014年Q1,移动搜索推广点击率同比增长了29%,这意味?#29260;?#19994;花更少的钱就能获得更多关注。即使目前PC搜索占据市场主流,但按照移动搜索的发展增速,超?#34903;?#26159;时间的问题。

响应度高:相比于PC,移动设备一般属于私人所有,带有更多个人属性,更容易引起消费购买行为。根据谷歌的数据,90%的移动设备?#27809;?#20250;对谷歌搜索结果采取后续行动,这些行动包括购买、咨询等,而其它?#38382;?#30340;广告很难有如此高的回应度。
做好移动搜索的一些技巧

SEM作为的营销的一个分支,?#28304;?#25628;索引擎诞生以来就沉淀了很多成熟的经验,这些传统方法很多依然可以使用在移动搜索上。除此之外,它有哪些特殊的技巧呢?(?#26053;?#26159;以谷歌为例,其实和百度的功能差不多)
 

电话拨打按钮

电话拨打按钮大大简化交互逻辑层次,降低了消费者拨打电话的成本。在搜索结果中放入电话拨打按钮,可?#22253;?#21161;?#27809;?#33258;然地联系到企业。特别是在一些紧急情况下,能提供不少便利。
 

站点功能导航

对于服务类的企业来说,如果能在搜索页面直接放置常用功能链接,那?#27809;?#20877;也不需要通过复杂的导航来寻找服务了。消费者获得服务的成本越低、效率越高,消满意度?#19981;?#36234;高,消?#30740;?#20026;转化率?#19981;?#36234;高。
 

地理导航服务

对于那些主动找上门的顾客,企业一定要通过最简单、快捷的方式告知企业的地理位置和到达方式。这点可以在移动搜索中体现,如果你的公司就在附近,或者很容易到达,那就通过移动搜索的结果来告诉客户“到我这里来~。
 

App推广

人们把大部分时间花在智能手机的App上,很多企业削尖了?#28304;?#24819;在消费者的手机里安装自己的App,方便提供服务和推送广告。当?#27809;?#22312;搜索你的企业信息时,很有可能在寻找什么。这种带有动机的搜?#26696;?#23481;易引发app?#30053;?#34892;为,是推广App的一种好办法。

定制手机网站页面

很多企业所谓的手机页面仅仅PC缩放或者转码器转换而来,没有进行专门的设计优化。Google和AnswerLab的一份研究表明,?#27809;?#22312;移动设备上集中注意力的时间更短,所以你必须把最精华的内容呈现在寸?#38142;?#37329;的屏幕上,让访客更容易?#19994;?#20851;键信息(比如联系方式)。另外,导航?#35828;?#19968;定要尽可能简洁,?#27809;?#27809;有那么多时间和?#25176;?#21435;层层搜寻这些信息。

移动站点除了精简内容,还要统一结构;在一些调查研究中发现,比起单独的PC页面,?#27809;?#23545;那些PC页面+移动页面并存的网站更迷惑,操作难度更大。因此移动站点在设计上统一思想,每个页面都要进行优化,不要出?#20540;?#20987;了某个按钮?#38498;?#36339;转到PC页面的状况。PS:如果你觉得在移动网页要保留PC网页的所有功能,那可以提供一个PC版的转换按钮

增强站内搜索功能

对于服务类、购物类网站,站内搜索功能强化是必须要做的。判断站内搜索是否成功的标准很简单,只要绝大多数?#27809;?#33021;在搜索结果的第一页?#19994;?#31572;案即可;除此之外,还可以增加一些实用笑功能来提高?#27809;?#20307;验,比如分类搜索、自动预测、自动补全?#26469;?#31561;,让?#27809;?#20572;留时间更长。

优化操作流程,确保转化率

把顾客吸引到企业的站点只成功了一半,如何让?#27809;?#20135;生消?#30740;?#20026;才是最大的难题。对于移动网页来说,购买的前提是注册和登陆。尤其是消费者对一个品牌不是很熟悉时,你该如何让消费者注册或者登陆?所以你的网站应该提供一些访客选项,让消费者看到注册的好处;注册/登陆、支付的过程要尽可能简单,保证流畅度,不要让消费者产生太多的疑惑,这样可以提高消费者的购买转化率。

增强输入表单功能

输入文字可以说是触屏设备上最单调乏味的任务之一。如果移动网页在文字信息录入方面做得足够好,那虚拟键盘将会变得多余。比如,对一些日期、电子邮件后?#33322;?#34892;自动填充,将主观问题转变成选择题、通过下拉?#35828;サ确?#24335;方便?#27809;?#31561;?#21462;?#21478;外,还可?#36828;?#36755;入的结果进行实时验证,让消费者得到反馈,?#20048;?#22240;信息出错而产生的重新输入、二次提交等不愉快行为。

总结

总的来说,移动设备的最大好处就是方便,因此能做到无处不在。消费者会在不同场合来寻找你的企业服务和产品,因为他们有需要,因此移动搜索营销将会成为一门学问。你可以通过搜索技术的优化,吸引?#25509;没?#30340;注意力,并将他们的访问行为转变成消费和购买。
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