Task 6 SEO & SEM

1. Learning Goals

(1)  Acquire basic knowledge about SEO and SEM.

(2) Learn the relative words and expressions.

2. Introduction

Look at the search results below for ‘children’s shoes’ on Google. Discuss with a partner about how you think the search results are ranked (e.g. why some of them are ranked higher than others, etc.) 

3. Learning Tasks

4. Learning Points

(1) SEO (Search engine optimization)

Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or "earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers. SEO may target different kinds of search, including image search, video search, academic search, news search, and industry-specific vertical search engines. SEO differs from local search engine optimization in that the latter is focused on optimizing a business' online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. The former instead is more focused on national or international searches.

As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, adding content, doing HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search. In 2015, it was reported that Google is developing and promoting mobile search as a key feature within future products. In response, many brands are beginning to take a different approach to their Internet marketing strategies.

(2) SEM --Search engine marketing

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.

5. Learning Resources

思政目标：突破陈规、大胆探索、敢于创造的思想观念； 不甘落后、奋勇争先、追求进步的社会、企业的责任感和使命感。

         案例： Insta360

Insta360是一家位于深圳的360度行动相机品牌，是GoPro的竞争对手（被视为行业领导者）。Insta360将自己描述为一个本地品牌，依靠满足市场需求的速度以及不断创新脱颖而出。 

与Anker相同，Insta360在电子商务平台上展现了创新能力。此品牌使用了精彩的图片来展示其在亚马逊市场上的最佳产品特性（以下图）。Insta360在亚马逊市场不使用比较图，但有第三方审查网站与GoPro比较。

Insta360也积极推广用户生成内容（User-GeneratedContent - UGC）。MaxRichter，Insta360市场总监说：“Insta360的DNA包含国际基因。自从我们成立以来，我们特意建立一个跨国团队，而这正是扩展一个美国、德国以及日本的用户社区的关键。我们建立品牌的导向是鼓励以及推广社区创造的内容，因为它比自己宣传材料更能展示相机的性能。”为了挖掘优秀的UGC，Insta360提供现金奖励换取优秀的短视频，也送运动员大使免费相机。Insta360在Facebook以及YouTube等社交媒体频道上展示UGC的特色。