服装电商搜索引擎优化浅析

Analysis of Search Engine Optimization for Apparel E-Business

搜索引擎营销(SEM)是服装电商增加网站流量的重要手段.为了研究SEM的投放效果,针对用户的信息搜索行为、屏幕关注度和长尾关键词进行分析.研究表明,投放金额与展现量、点击量高度呈正相关;在一定展现量的基础上,转化率取决于搜索引擎优化(SEO)投放策略;企业需要依据各品类销售占比优化投放结构,采取多品类分波段动态优化,设置关键词库并针对性选择长尾关键词,才能达到高效并具前瞻性的关键词投放.

Search engine marketing （SEM） is an important method of increasing website flux for apparel e-business. In order to study effectiveness of SEM,information search behavior of users, screen attention and long tail keywords were analyzed. The result shows that total cost has a high positive correlation with impression and click, and conversion rate depends on SEO strategy based on amount of impressions. For the purpose of increasing efficiency and forward-looking keywords setting,keywords invest structure need to be optimized based on category sale proportion, so it is necessary for enterprises to take multi item and multi-band optimization,set up a keyword library and choose long tail keywords.