(1) Content information, which mainly provides visitors with valuable contents such as information and knowledge, such as news service provided by Sina and website search service provided by Sohu;
(2) Intermediary service, which is mainly to build bridges through websites and provide some services for visitors, such as the virtual community information exchange service provided by Netease and the Chinese domain name service provided by 372 1 website;
(3) e-commerce, mainly using the Internet as a platform for business activities. For e-commerce websites, there are generally two ways, one is a pure online e-commerce enterprise, and the other is that traditional enterprises expand their business to e-commerce. For example, the 8848 website belongs to the former, and the website of Beijing Book Building belongs to the latter.
(4) others. Generally, such websites are not for profit, such as personal websites and institutional websites. They usually carry out online information exchange activities in combination with their own specific conditions.
Different types of websites need to adopt different strategies to improve the return rate of visits. For content information, its goal is to play the role of media, and to expand the number of visits is mainly through providing timely information and large-capacity database retrieval services; For intermediary services, the key is to provide services that other websites do not have and netizens need; For e-commerce, the key is to provide netizens with more convenient online shopping channels, richer products and more favorable prices. For sites where traditional enterprises expand their business to e-commerce, we should pay attention to the laws of the Internet. Traditional market-oriented brands may not attract a large number of visitors online, but they must provide some services that online users need, such as product knowledge, online direct sales, free value-added services and so on.
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Use search engines for promotion.
(1) The role of search engines
Search engine is the general name of search engine and search directory, and it is an important way to conduct online marketing through the Internet. At present, the total number of global websites has exceeded 30 million, and it is still increasing. Therefore, search engines have become very important for people roaming and looking for information on the Internet.
(2) The method of indexing websites by search engines.
Corresponding to the types of search engines, there are basically two ways to index websites: ① use spiders to index websites. When a website to be promoted submits a website to a search engine, the spider will index the whole website. ② Directory index. Relying on users to submit registration information and relying on search engine managers to increase the number of indexes is also called category database. Most directory indexes only link to your home page when adding your site to the index, instead of indexing all the pages of the website. For example: Yahoo! , Sohu, etc.
(3) search engine ranking priority standard
The ranking priority standard of search engines may sometimes be called "possible relevance score". Search engines mainly add their own databases (i.e. indexes) through "spider" programs or applications submitted by users. When users visit Lycos, Yahoo, AltaVista or other search engines, they only need to enter search keywords to query the database. In order to determine which document or website returns this specific keyword search, each search engine must have its own document priority standard.
(4) Increase the effect of registering advertisements by search engines.
Increase the advertising effect of search engine registration, mainly because visitors can find your site in a prominent position when using search engines. There are two ways to use search engines, one is classified directory search, and the other is keyword search. In the first case, the website registration should be ranked first, such as Top 10 and Top 20. Generally speaking, the visit rate at the top of the website is higher than that at the back, which requires us to know how search engines rank when registering. For example, the ranking of Sohu websites is arranged according to the dictionary order of website names, that is, according to the coding size of website names in the computer. In the second case, generally speaking, it is to provide enough keywords so that visitors can retrieve the website when they visit. At the same time, they should understand the search ranking algorithm of the website and try to arrange the keywords according to the search engine algorithm. However, the ranking algorithms of many search engines are not public and need to be tried continuously. (5) Search engine registration
According to foreign research, search engines can retrieve less than 30% of all websites, so corporate promotion websites generally need to be registered with multiple search engines.
When registering multiple engines, you must first determine which engines to register. Generally speaking, it is enough to register the eight most important search engines at the same time. On the one hand, it takes a lot of time to register too many engines, on the other hand, most engines have few users, mainly concentrated in a few. There are many ways to register multiple engines. One way is to register with a professional software agent. Another way is to register with a professional service company.