Title Website Search Engine Friendliness Analysis
Experimental course time arrangement: After studying Chapter 5 "Resource Accumulation Ability and Search Engine".
Experimental conditions: The computer is connected to the Internet, and major search engines at home and abroad can be used, without special network marketing experiment software.
1. The purpose of the experiment is
to understand the effect of search engine marketing on the transmission of network marketing information. Through the analysis of the friendliness of some selected website search engines, in-depth research on the impact of the professionalism of website construction on search engine marketing, and put forward corresponding suggestions for the problems found. suggestions for improvement.
2. Experiment content and steps
(1) Select a corporate website from the alternative websites or choose a website by yourself;
(2) Browse the website and confirm the most relevant 3 core keywords of the website (such as the main product name, where (3 )
Retrieve each keyword in the search engines Sogou and Baidu to understand the performance of the website in the search results, such as ranking, page title and summary information, etc., and record the search results of the same keyword at the same time
(4) Analyze the search engine friendliness of the investigated website based on relevant information .
Attachment: URLs of alternative websites for this experiment (10)
www.hisense.com.cn www.shanshan.com www.changhong.com
www.mengniu.com.cn www.gsygroup.com.cn www.wahaha.com.cn
www.yeshu.com www.hongdou.com.cn www.youngor.com
www.shuanghui.net
3. Experiment report requirements
The main content of the experimental report: analyze the impact of website design on the friendliness of website search engines through the information obtained in the survey, and highlight some key factors, such as the influence of website structure, the influence of dynamic web pages, the amount of text information in website content and core key points If you use the same keyword to search, the performance of the same website in different search engines is quite different. Please analyze the cause of the problem and put forward reasonable suggestions.
Experimental report
1. Selected website:
ww.mengniu.com.cn of Mengniu Group. And search with Google and Baidu two search engines.
Mengniu Dairy Group was established in January 1999 as a Sino-foreign joint venture. The production capacity of dairy products is more than 3.3 million tons per year. Up to now, Mengniu Group has established more than 20 production bases in 15 provinces and municipalities across the country, and has more than 300 products in three series of liquid milk, ice cream and milk products. Famous Trademark", "National Exemption from Inspection" and honorary titles of No. 1 in Consumers' Comprehensive Satisfaction. The products cover the domestic market and are exported to Mongolia, Southeast Asia, Saipan in the United States, Hong Kong, Macao and other countries and regions. The market share of the main products reaches 30%. Above; the sales volume of UHT milk ranks first in the world, and the sales volume of liquid milk and ice cream ranks first in the country; the export volume of dairy products ranks first in the country.
Entering the company's webpage, the word "Mengniu" appears first, with traditional prairie and cows in the background, with simple keywords, Chinese and English sites, navigation links, and some news and picture links. After browsing its website, I think it should be Add part of the product-related text or part of the product display research analysis to the home page.
2. The most relevant core keywords of the website: Mengniu, milk, yogurt
3. Keyword search
1- Search in Baidu:
(1) Search with "Mengniu" as the keyword, and find 29,800,000 queries on relevant web pages As a result, Mengniu ranked first and most. And it is a bidding ranking.
(2) Search with "milk" as the keyword. Find relevant web pages with 100,00,000 query results. There is no information about Mengniu on the homepage, and the top-ranking advertisements are all milk-related advertisements, as well as some irrelevant information such as milk coffee group stars.
(3) Search with "yogurt" as the keyword. 74,300,000 search results were found. There is no information about Mengniu on the homepage, and the top rankings are all unknown local yogurt companies, Guangming Dairy, and even yogurt machines.
2- Search on Google:
(1) Search with "Mengniu" as the keyword, and find 54,800,000 related websites, most of which are related to Mengniu. But there is no keyword advertisement. The first item is the advertisement of Taobao store.
(2) Search with "milk" as the keyword. Find 30,000,000 query results of relevant web pages. But there is no specific information about Mengniu's products or companies on the homepage, and it is not until the third page that I see the webpages of Mengniu and Yili.
(3) Searching with "yogurt" as the keyword, found 16,400,000 related webpages. What appeared were some knowledge links about yogurt, but there was also no information about Mengniu.
4. Analysis
Through the above investigation and analysis, the Mengniu Group website under investigation, regardless of the industry or the main product as a keyword search, Mengniu's ranking is not high. It can be seen that the official does not pay much attention to this, and uses the keywords of the industry or some products, especially in websites like Baidu that rank by bidding. However, based on the search results of specific main products, it can be concluded that quite a few netizens search for specific products directly, and the ranking is fixed at the top.
5. Search engine friendliness of Mengniu corporate website
1. Unfriendliness:
(1) It is very slow to open the homepage when entering the website and it is displayed slowly in the form of dynamic webpage animation, which increases the waiting time.
(2) No relevant keywords, no relevant information, only some news updates, and website navigation, but the website navigation does not have text replacement, so it cannot be captured by search engines.
(3) There are few core keywords in the webpage
2. Friendly:
(1) The title of the webpage is designed reasonably
(2) It is divided into Chinese and English site services to meet the search needs of consumers in different languages
(3) The color and pictures of the homepage are made clean and fresh , giving people the feeling that it really comes from nature
(4) There are internal links
.
And various behaviors that are high in the rankings. For example, for search engines based on META tags, effective keywords and website descriptions should be set, and the density of keywords should be increased, or a special search engine should design a page for easy retrieval.
A search engine-friendly website is convenient for search engines to retrieve information, and the retrieved information returned makes users look very attractive, so as to achieve the purpose of search engine marketing. The basic function of search engine marketing is to let users find the information they need. And click into the website/webpage to learn more about the information he needs. However, due to many reasons, a considerable part of the searched content is useless, which seems not very humane, so I think that search engines should provide more detailed searches. At the same time, search engine marketing is to promote the expansion of the company's and product's popularity, so in this regard, the website should rank itself higher in the search engine. You should also pay attention to the release of relevant company and product-related information to increase your own popularity and search scope.
In addition, website design must work hard. Especially product and company display, which is a very important platform for network marketing. Through the use of GOOGLE and Baidu to conduct positive tests on Mengniu, the overall performance is above average. It can be observed through experiments that the search results for different keywords are not the same, and enterprises must make sufficient efforts when designing web pages.