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发布于:2019-3-29 22:18:44  访问:107 次 回复:0 篇
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Meeting Customers On Their Own Terms ... Their SEARCH Terms
" Top-down " advertising and marketing was dying a slow-moving, unsightly fatality, even prior to the Web took over the world. The advertising bucks, imagination, variety of repetitions needed for retention, and everything else required to introduce, preserve, as well as build a brand name were boosting annually, together with the odds against success.
Go into the Internet, where everyone can locate every little thing and discuss it to everybody else for no marginal expense. The suggestion of "bottom-up, " word of mouth advertising and marketing, usually very little greater than a shimmer in some advertising teachers ` eyes, came to be a fact. In business-to-business, it has actually become more -- it has ended up being THE decision-making atmosphere. For a major purchase, 98% of individuals associated with making that decision will have accessed Google prior to the choice is made (Enquiro B2B Survey, 2007).
Research studies reveal that, in the B2B market, over 75 percent of purchasers browsing for a new remedy start their search on the Internet. Considering that 92 percent of all UNITED STATE search %domain_as_name%`s website traffic happens on Google, Yahoo as well as MSN, we truly require to get an understanding of efficiency on these 3 search engines.
When somebody makes use of an online search engine to locate a service, usually he opens an internet search engine, normally Google (over 77 % of B2B searches), inputs a search expression of two to 5 words, as well as gets a whole bunch of search results page back -- frequently countless listings assembled 10 at a time on separate pages. The searcher then clicks listings -- or, as is progressively the instance (specifically with boys), improves the search and after that clicks, refines and also clicks -- till he discovers his topic. To the searcher, the effectiveness of an online search engine is probably gauged by just how few listings he needs to discover to find what he is trying to find.
It is important to know that the number of occurrences of search expressions is meticulously gauged. RefreshWeb has created the Overall Offered Look Market statistics, or TASM, to examine our customers ` possible search phrases to discover the ideal candidates. We make a checklist of our client`s search expressions, gauge the number of times that phrase was made use of in the course of a month, measure the customer`s setting on a search engine result page for that phrase, and do the math to measure out exactly how lots of individuals will certainly see the client`s listing when they input a particular search phrase.
The mathematics is very easy -- what is not promptly intuitive is the reality that creating a helpful metric methods not attempting to do as well a lot. What produces excellent marketing knowledge is "actionability "-- a metric that istoo reductivedecreases the capability of our customers to act upon the data we are giving them. We require to keep our eyes educated on the performance of the vital search phrase expressions in order to have a sense that we are drawing in the "most, best targeted " website traffic to the internet site. That sort of emphasis -- keyword by key words -- is critical to developing a reliable all-natural search technique. It is also a lot more important when adjusting and also tweaking the internet site.
The Relentless Art as well as Sweet Scientific Research of Key Words Selection
Maximizing a website indicates determining what keyword phrases (KPs) you want to complete on as well as after that weaving those keyword phrases right into the copy and also metatags of your site`s vital web pages. An internet search engine, like Google, will certainly compare the keyword expression of the searcher with the material of billions of websites, locate the pages that have one of the most matches, even more evaluate each matched page by looking at inbound web links, establish which page is the finest suit and afterwards place as necessary in the search results page. Success in this procedure relies on you researching and selecting the most effective key phrases feasible to contend on!
2 points require to be emphasized right here: 1) you choose what is essential -- these decisions are calculated and vital, and also 2) you realize that they are not established in rock -- there is much trial and also mistake involved. As your organisation progresses, as the acquiring habits of your customers advances, and as the phenomenon of search advances, your KPs need to progress also.
The wonderful world of search has actually ended up being exceptionally competitive, and also that has huge implications for your KP selection. Basically any affordable keyword phrase will certainly return actually millions of completing web pages. As we will certainly see, if you are not in the first 20, you run out the operating. It`s rather terrifying.
We invest a great deal of time investigating KPs to locate the best chances, which basically indicates we create a much longer checklist as well as after that fact check that list by seeing how competitive each expression is. After that we recommend the KPs that resemble they provide the customer the very best chance to efficiently complete.
In functional terms, this implies we recommend transactional expressions (which show a much better intent to purchase) that may be a lot additionally down the initial listing, since the expressions at the top of the list (the ones that have the largest monthly search numbers) normally are too vague as well as have too several competing pages to offer much traction. In other words, we dig a great deal much deeper currently. As even more SEO specialists compete for keyword phrases and terms, the research study procedure will necessarily obtain also extra complex.
At the same time, we motivate our customers to never ever be pleased with their KP checklist. Understand that none of this is possible if you are not concentrated on the performance of each KP. Optimization or PPC?
Google lately has made optimization a demand for landing pages. Touchdown web pages are where all those little Pay Per Click ads factor. Appropriate content to the prospect`s search term needs to reside on the touchdown web page, or instantly the marketer needs to bet a much higher quote to stay there. It underscores what we`ve been saying all along: relevant material really matters.
Pay-per-click engines have extremely innovative methods of pulling loan out of your company`s pocket. The initial assumption is that highest possible proposals will get you to the top of the web page ... one of the most beneficial genuine estate on the internet. What lots of people do not see is that you don`t own that leading space. For preferred search terms, there are several bidders eager to pay leading dollar, but there`s just a restricted quantity of leading space. Google has actually produced "timeshares " for these penthouse placements. It cycles via loads of ads, with collections of "top bidders. " (To inspect if this impacts your advertisements, simply hit "refresh " and also see if your ad is still there.).
That`s another reason to invest the moment as well as initiative in getting high rankings in the search engine results pages using natural, "organic " website optimization. By producing a website optimization strategy making use of 25 vital keyword phrases, we positioned one client`s site right away in the Leading 20 for all these terms, with 15 position in the Leading 10 and three No. 1 positions. Web outcome was a 300% boost in presence. Boosting exposure, and enhancing for even more transactional, a lot more product-specific search terms, increases sales substantially ... concerning 2x what you might anticipate.
TASM and also Browse CompetitivenessUnlike a steed race, search is a race that never ever stops. Rather, the horses are the keyword expressions on which they make a tactical choice to complete. In short, search is like lots of steed races being run simultaneously, without a specified finish line.
This is the heart of the problem in evaluating the search competition of a company`s site. The information stream is consistent and the changes are constant, as are those of all competitors.
SEO and SEM are coming to be more crucial as well as vital to fulfilling customers on their terms. What`s driving this? Two points: Primarily, clients want it. Customers recognize that the Web is the first stop for information as well as recommendations about purchases, specifically for new items as well as specifically in the B2B room. And also 2nd, online search engine referrals are gold, whether they are from natural search or pay-per-click -- they show prospects who are already inspired, that are searching for a service and also are now proactively thinking about a purchase. Look marketing places your product and services right before these new prospective consumers at precisely the ideal minute.
Researches show that, in the B2B market, over 75 percent of buyers browsing for a new remedy start their search on the Web. Considering that 92 percent of all U.S. search website traffic happens on Google, Yahoo and also MSN, we truly need to get an understanding of efficiency on these three search engines. A search engine, like Google, will certainly contrast the keyword expression of the searcher with the web content of gazillions of internet pages, find the pages that have the a lot of suits, further examine each matched web page by looking at incoming links, figure out which web page is the finest suit and also then rank as necessary in the search results. In sensible terms, this means we advise transactional expressions (which demonstrate a better intent to acquisition) that may be a lot better down the first list, since the expressions at the top of the checklist (the ones that have the biggest monthly search numbers) typically are as well vague as well as have too lots of competing pages to supply much grip. TASM and Search CompetitivenessUnlike a horse race, search is a race that never quits.
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