Unit 3-Chapter6 (课件）-《跨境电商英语》同步教学（中国人民大学出版社）

Chapter6 SEO & SEM Unit 3 Pre-sale Services of Cross-border E-commerce Acquire basic knowledge about SEO and SEM 1 Learn the relative words and expressions 2 Understand the procedure of SEO and SEM 3 Chapter Goals After studying this chapter, you are expected to： PART ONE Warming-up Task: 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.) PART 1 Warming-up PART TWO Passage Reading PART 2 Passage Reading Store promotion and marketing is not just about creating a message for consumers to see, or to spend your budget. In the era of mobile Internet, it is more important to closely follow the trend, so that the marketing budget can fully receive the expected return. SEO, Search Engine Optimization (SEO), means to improve the website's keywords ranking and increase exposure of the company's products through optimizing and repairing the site (web structure adjustment, web content building, web code optimization and coding, etc.) and off-site optimization. The Search Engine Marketing (SEM) is based on the users’ habit of using search engines, and tries to convey as much marketing information as possible to the target audience through this process. SEO & SEM Just like our daily life is inseparable from Baidu, our overseas customers will open Google, Bing or other search engines whenever they need information. It can be said that the most important way for today's Internet users to search for online information and resources is through search engines. Moreover, for cross-border e-commerce websites, more than 35% of visitors are from natural search of Google, Bing, Yahoo and other search engines. Therefore, SOM (SEO + SEM) model is becoming increasingly important in the current Internet marketing. PART 2 Passage Reading It is worth noticing that the search rules of search engines are constantly changing