New Words
visibility n.可见性，能见度 visible
component n.成分 element, raw material, products
maximize vt.最大化，最佳化 maximization, minimize, minimization
organic adj.有机的 organ, organization
ranking n.排队，排名 rank
keyword n.关键字 key
directory, resident
bid, charge
entertainment n.娱乐 entertain, enter
society n.社会 social
strategy
climate n. 气候 weather 天气
inexpensive adj.便宜的，不贵的 economical, cheap
suddenly, tweak, algorithm
traffic n.流量；交通
measure vt.衡量，测量 measurable, measurement
effectiveness n.效力，有效性 effect, effective
objective n.目标 adj.客观的 object, subject
intent, visitor, patient, considerable, boost
request vt.请求 require
staff n.工作人员 stuff, crew
volunteer n.志愿者 vi.自愿
arguably adv.可论证地 argue, arguable
measure vt.衡量，测量 measurable, measurement
effectiveness n.效力，有效性 effect, effective
objective n.目标 adj.客观的 object, subject
intent, visitor, patient, considerable, boost
request vt.请求 require
staff n.工作人员 stuff, crew
volunteer n.志愿者 vi.自愿
arguably adv.可论证地 argue, arguable
solid, track, ignore, plague
debate vi.n.争论，争辩
clarify, comprehensive, accuracy, simplicity
undertake vt.承担，承诺
reap, formidable, replicate, inherently
substantial adj.实质的，真实的 substance
credible adj.可信的，可靠的 incredible
prohibitive adj.禁止的，抑制的 prohibit
compelling, conclusion, gradually, stabilize
sustain, irritatingly
Phrases
search engine 搜索引擎
consist of 由…组成 be composed of, be made up of
apply to 将…应用于
be willing to 乐于
as long as 只要 as soon as
winning formula 制胜之道 formula
depend upon 依靠，依赖 depend on
aim at 瞄准，针对
pick up 获得
in the long run 从长远看
Abbreviations
SEM (Search Engine Marketing) 搜索引擎营销
SERP (Search Engine Results Page) 搜索引擎结果页面
PFI (Pay for Inclusion) 付费收录
PPC (Pay Per Click) 点击付费广告
SEO (Search Engine Optimization)
1. SEM basic
Internet marketing, promotion of websites
By increasing the visibility in search engine results page
SEM consists of the following components:
Search engine optimization (SEO) 搜索引擎优化
Local search 本地搜索 (get list by city)
Pay per click 点击付费广告
Pay for inclusion 付费收录
2. Why is SEM important
if you don’t have a website, then you wouldn't need…
Cost effective: SEM can deliver traffic to your website, lead to new customers, increase revenues
It costs nothing to use search engine optimization
Similarly, PPC can be inexpensive, as long as setting limits…
3. SEM is better for E-commerce
SEM 立即开始生效，SEO花几个月时间见效
知道成本，可衡量ROI (return on investment)
搜索引擎调整算法时，投入不会被浪费
方便保持和扩大SEM 策略
由自己控制
PPC比有机搜索转化率高
自己控制品牌名称和其他属性
4. How to measure SEM effectiveness
Depend on your objectives:
If to increase the number of visitors,-- web traffic
SEM efforts may take considerable time (UV, PV)
You need to track your conversion rates;
new customers acquire from the traffic
find ways to increase the visitors, and conversion rate
5. SEM is just one piece of the puzzle
Don’t rely on SEM solely
It is just one of many marketing tools
6. SEO
SEO vs. SEM
为提高在搜索引擎结果页面上的排名，在自己网站上进行的动作
7. SEO is better for e-commerce
长远收益
不容易短期被复制
电子商务网站往往SEO不足
用户发现有机搜索结果更可信
费用是广告系列总费用的一小部分
某些行业的SEM花费昂贵
8. Which one is better of e-commerce
If it is new, 90% on SEM, 10% on SEO
Gradually increase the allocation to SEO
In the long run, 50-50 spend on SEO and SEM
9. Word of caution
build your organic leg (SEO)
Notes
The more you bid, the higher your ad will appear in the search engine results.
本句中，运用了一个句型：The more..., the more ....意思是“越...，越...”。
英语中，The +比较级，the +比较级是一个比较常用的句型。请看下例：
The more I read the book, the more I like it.
这本书我越读越喜欢。
