《跨境电商实用英语》课件Unit 3-Chapter 6

SEO&SEM跨境电商实用英语Chapter6Unit3Pre-saleServicesofCross-borderE-commerce跨境电商系列教材AcquirebasicknowledgeaboutSEOandSEM1Learntherelativewordsandexpressions2UnderstandtheprocedureofSEOandSEM3ChapterGoalsAfterstudyingthischapter,youareexpectedto：PARTONEWarming-upTask:Lookatthesearchresultsbelowfor“children’sshoes”onGoogle.Discusswithapartnerabouthowyouthinkthesearchresultsareranked(e.g.whysomeofthemarerankedhigherthanothers,etc.)PART1Warming-upPARTTWOPassageReadingPART2PassageReadingStorepromotionandmarketingisnotjustaboutcreatingamessageforconsumerstosee,ortospendyourbudget.IntheeraofmobileInternet,itismoreimportanttocloselyfollowthetrend,sothatthemarketingbudgetcanfullyreceivetheexpectedreturn.SEO,SearchEngineOptimization(SEO),meanstoimprovethewebsite'skeywordsrankingandincreaseexposureofthecompany'sproductsthroughoptimizingandrepairingthesite(webstructureadjustment,webcontentbuilding,webcodeoptimizationandcoding,etc.)andoff-siteoptimization.TheSearchEngineMarketing(SEM)isbasedontheusers’habitofusingsearchengines,andtriestoconveyasmuchmarketinginformationaspossibletothetargetaudiencethroughthisprocess.SEO&SEM

JustlikeourdailylifeisinseparablefromBaidu,ouroverseascustomerswillopenGoogle,Bingorothersearchengineswhenevertheyneedinformation.Itcanbesaidthatthemostimportantwayfortoday'sInternetuserstosearchforonlineinformationandresourcesisthroughsearchengines.Moreover,forcross-bordere-commercewebsites,morethan35%ofvisitorsarefromnaturalsearchofGoogle,Bing,Yahooandothersearchengines.Therefore,SOM(SEO+SEM)modelisbecomingincreasinglyimportantinthecurrentInternetmarketing.PART2PassageReading

Itisworthnoticingthatthesearchrulesofsearchenginesareconstantlychanging.Thechangeofsearchruleswilldirectlyleadtothechangeofkeywordsrankingonthesearchengine,soSEOisnotonceandforall.ThisisinlinewiththecharacteristicsoftheInternetage:theonlythingunchangeableisthechangeitself.ThisrequiresourmarketinggrouptocontinuallyadjustandoptimizeonthebasisoftheoriginalSEOorSEMstrategytoadapttothechangingsearchrulesandconsumersearchhabits.PART2PassageReading

TheadvertisingmodeofSEOorSEMismainlyPayPerClick(PPC).Comparedwiththetraditionalwayofpaidpromotion,theadvantageofPPCisthatitcanbringmoreaccuratecustomerswithlowercost,andachievebetterpromotioneffect.

Forcross-bordere-commercesellerswhowanttoimprovetherankingoftheirproductsorstoresinGoogle,Bingandothersearchengines,theycanmakeeffortsinthefollowingaspects:PART2PassageReadingChooseagoodtitlefortheproductBesidesnamingtheproductaccordingtowhatweusuallyrefertoasthe"three-stagemethod",weshouldalsoaddsomehotkeywordsappropriatelyinthetitletoattractmoreconsumerswithstrongpurchaseintentionsbyusingsomekeywordanalysistools,suchasKeywordSpyandKeywordPlanner.1PART2PassageReadingPutmoreeffortsincontentmarketingManycross-bordere-commercesellersrelysolelyonproductpagestodriveSEO.However,sellerscanonlyaddsomeproductdescriptionontheproductpage.Althoughtheproductdescriptioncandisplaythefeaturesandadvantagesoftheproductinmanyways,thebrandwilllosetheopportunitytotelltheinsightfulstorythatcantouchtheconsumers.Tellingsomevividbrandstoriescanmakecustomerstostayonourwebsiteforalongertimeanddrivethemtosharethestorieswiththeirfriendsandbringmorepotentialbuyerstous.PART2PassageReading2CombineduplicatecontentMarketingstaffhasacommonmisunderstandingforSEO:themorecontentthebetter.Thereallygoodmarketingcontentistomaintainthebalancebetweenquantityandquality.Whenmultiplepagesareshowingthesameproduct,thesearchenginewillletthemcompetewitheachother,andsometimesitwillevenlowertheranking.Bycombiningduplicatecontents,youcanpreventthisfromhappening.PART2PassageReading3CreatebettermobileexperienceItisnotthatthemobileageiscoming,butitisalreadyhere.Therearealreadymorethanhalfofthecross-bordere-commerceorderscomingfrommobiledevices,andthisfigureisstillrising.Googlehasofficiallyadded"mobileoptimization"asoneoftherankingfactorsinthesearchresultsasearlyas2015.Thefocustimeformobileusersisoftenveryshort,andtheydonothaveenoughpatiencetoscrolldownthepage.Inordertocreatebettermobileexperience,weneedtodesignaquickloginpagetomakethemenuassimpleaspossible.Moreover,thecontactinformationorcontactbuttonshouldbeputonaneye-catchingplace,andtheuseofflashingfonts,plug-ins,pop-uppagesandinterstitialadsshouldbereduced.WealsoneedtooptimizethelocalsearchwithGPSpositioningtechnology,andtrackusers’differentkeywordssearchedonthePCandmobiledevices.4PART2PassageReadingGetlinksthroughproductreviewsandpublicmediaItisanewwayofmarketingtosendtheproductsampletoinfluentialpublicfigures,andaskthemtopublishreviewsonline.Thepositivereviewsofsomeopinionleadersoronlinecelebrityoftenbringusalotofvisitorsandhighconversionrates.ProductreviewsarealsoasimpleandeffectivewayofSEO,sowehavetoencouragecustomerstoleavepositivecommentsinavarietyofways.PART2PassageReading5Reducewebsitebouncerate“Visitorparticipationandwebsitebouncerate”alsohavecertainproportioninGoogle’ssearchranking.Ifcustomersstayonthewebsiteforashorttimebutthebouncerateishigh,itindicatesthatitthiswebsiteisnotmeaningfulformostusers,andtherankingwillbelowered.Sowehavetofindwaystoreduceourwebsitebouncerate,suchascancelingthepop-upwindow,usinganattractivewebsitedesign,speedingupthepagelogintime,creatinganintuitivenavigationbarandsoon.PART2PassageReading6NewWordsoptimization[ˌɒptɪmaɪ'zeɪʃən]n.1NewWordtheactofrenderingoptimal优化；最佳化

e.g.Ⅰ)Keywordoptimizationisoneofthedailyroutinesofcross-bordere-commercesellers.关键词优化是跨境电商卖家的日常工作之一。

Ⅱ)ProjectManagersfaceamyriadofchallengesonthejourneytoachieveresource,serviceandfinancialoptimization项目经理在实现资源、服务和财务最优化的过程中面临着无数的挑战。返回convey[kənˈveɪ]v.01NewWord2tomakeideas,feelings,etc.knowntosb.表达；传递e.g.Ⅰ)Colorslikeredconveysasenseofenergyandstrength.类似红色的颜色给人以充满力量和活力的感觉。Ⅱ)Wehopeourproductscanconveyasenseofeaseandrelaxationtoourcustomers.我们希望我们的产品能够传达一种自在和轻松的感受给我们的顾客。返回constantly[ˈkɒnstəntli]adv.NewWord3allthetime;repeatedly始终；一直e.g.Ⅰ)Fashiontrendsareconstantlychanging.时尚潮流总是日新月异。Ⅱ)Wemustconstantlyendeavorifwearetosucceed.

如果我们要成功，就必须不断努力。返回solely[ˈsəʊlli]adv.NewWord4only;notinvolvingsb./sth.else仅仅；只；唯一地e.g.Ⅰ)Selectionisbasedsolelyonmerit.

选拔唯贤。Ⅱ)Toooftenwemakedecisionsbasedsolelyuponwhatwesee.

太多的时候，我们仅仅根据我们看见的东西就做出了决定。返回insightful

[ˈɪnsaɪtfʊl]adj.5NewWordshowingaclearunderstandingofapersonorsituation富有洞察力的；有深刻见解的

e.g.Ⅰ)Sheofferedsomereallyinterestingandinsightfulobservations.她给出了一些非常有趣又富有洞察力的评论。Ⅱ)Thisbookisanexceptionallyfunandinsightfulread.

这是本充满乐趣、富有洞察力的杰出著作。返回duplicate

[ˈdju:plɪkeɪt]adj.01NewWord6exactlylikesth.else;madeasacopyofsth.Else完全一样的；复制的

e.g.Ⅰ)Helethimselfinwithaduplicatekey.他用一把复制的钥匙打开门进去。Ⅱ)Weneedboththeoriginalandtheduplicatefiles.我们需要原件和复印件。返回

figure

[ˈfɪgə(r)]n.NewWord7anumberrepresentingaparticularamount,especiallyonegiveninofficialinformation数字e.g.Ⅰ)YoucaneasilygetthelatesttradefiguresontheInternet.在网上你可以很容易地找到最新的贸易数字。Ⅱ)Expertsputtherealfigureatcloserto75%.专家们估计真实的数字较接近于75%。返回scroll

[skrəʊl]v.NewWord8tomovetextonacomputerscreenupordownsothatyoucanreaddifferentpartsofit滚屏；滚动

e.g.Ⅰ)Pleasescrolldowntothebottomofthedocument.请向下滚动到文件末尾。Ⅱ)Youcanusethearrowkeystoscrollthelistoffiles.你可以用箭头键滚动文件目录。返回font[fɒnt]n.9NewWordasetofcharactersofthesamestyleandsize字体

e.g.Ⅰ)Youshouldchoosethefontstyle,colorandsizesuitableforyouronlinestore.你应该为你的在线商店选择适合的字体风格、颜色和尺寸。Ⅱ)Choosethefontandcolorsthatyouwanttouseinyourpresentation.选择要在演示文稿中使用的字体和颜色。返回plug-in[ˈplʌgˌɪn]n.01NewWord10apieceofcomputersoftwarethatcanbeaddedtoasystemsothatitcandomorethings插入程序；插件

e.g.Ⅰ)GoogleChromeoffersavarietyofplug-insforusers.谷歌Chrome浏览器为用户提供了丰富的插件。Ⅱ)Toomanyplug-inswillraisethebouncerate.过多的插入程序会提高跳失率。返回

pop-up[ˈpɔpˌʌp]adj.NewWord11asmallwindowcontainingamenuoradvertisementthatappearsonthescreenwhenyouperformparticularoperations弹出式的e.g.Ⅰ)Thisisaprogramforstoppingpop-upads.这是一个阻止弹出式广告的程序。Ⅱ)Chooseyourprintertypefromthepop-upmenu.从弹出式菜单中选取您的打印机类型。返回interstitial

[ˌɪntəˈstɪʃl]adj.NewWord12oforrelatingtointerstices填隙；空隙的

e.g.Ⅰ)Thebanneradandinterstitialadarethetwouppermostformsofthewebad.旗帜广告和插页广告是当前网络广告最主要的两种形式。Ⅱ)ItcostsalottobuyinterstitialadsonAliExpress.在速卖通购买插页广告非常昂贵。返回navigation[ˌnævɪˈgeɪʃn]n.13NewWordtheskillortheprocessofplanningarouteforashiporothervehicleandtakingitthere导航

e.g.Ⅰ)Mostcarsarebuiltwithanavigationsystem.大多数汽车自带导航系统。Ⅱ)Auser-friendlynavigationbarhelpsenhanceuserexperienceandcustomerloyalty.用户友好的导航栏帮助提升用户体验，提高客户忠诚度。返回Phrases&Expressionssearchengine搜索引擎01P&E

e.g.Ⅰ)Googleisthelargestsearchengineintheworld.谷歌是世界上最大的搜索引擎。Ⅱ)BaiduisthelargestsearchengineinChina.百度是中国最大的搜索引擎。Phrases&Expressions01P&E02onceandforall一劳永逸Phrases&Expressions

e.g.Ⅰ)Wehavetoresolvethismatteronceandforall.我们必须彻底解决这一问题。Ⅱ)Hewantstodestroyhisenemiesonceandforall.他想要一次全部剿灭敌人。P&E03inlinewith与……一致；符合

e.g.Ⅰ)Icanassureyouthatourpriceisinlinewiththemarket.我可以保证我们的价格与市价是一致的。Ⅱ)

Thestructureofourschoolisnowbroadlyinlinewiththemajorcountriesoftheworld.我们的学校建构现在基本上与世界上主要国家的相一致了。Phrases&ExpressionsP&E04adaptto使适应于……Phrases&Expressions

e.g.Ⅰ)Theworldwillbedifferent,andwewillhavetobepreparedtoadapttothechange.世界会变得不同，我们必须做好准备以适应其变化。Ⅱ)

Brandshavetoadapttolocalcustomswhenexpandingtoanothermarket.当品牌进军另一市场时，必须适应当地的风俗习惯。mobiledevices移动设备05P&E

e.g.Ⅰ)90%ofourorderscomefrommobiledevicesnow.目前我们90%的订单来自于移动端。Ⅱ)

AlmostallvisitsofWishcomefrommobiledevices.Wish的访问几乎全部来自于移动端。Phrases&ExpressionsP&E06opinionleader意见领袖

e.g.Ⅰ)ComparedtoMr.Guo,Mr.Hanismorenotableasanopinionleaderonpoliticalissues和郭敬明相比，韩寒在政治问题上的舆论领袖身份更引人注目。Ⅱ)

Keyopinionleaders(KPL)ontheInternetplayanimportantroleonthepublicissues.网络社区中的意见领袖对于公共议题的建构有重要作用。Phrases&ExpressionsP&E07conversion

rate

转化率Phrases&Expressions

e.g.Ⅰ)ConversionrateispartoftheKPIformanycompanies.很多公司把转化率作为KPI指标之一。Ⅱ)

Forexample,if100peoplevisityourlandingpagetodayand10ofthosepeoplemakeanorderthenyouhaveaconversionrateof10%.举个例子，如果今天有100个人访问你的着陆页，其中的10个人下单了，那么你的转化率为10%。bouncerate（网页的）跳失率08P&E

e.g.Ⅰ)Aclutteredwebsiteleadstolowtraffic,ahighbouncerateandpossiblyapoorPageRank.杂乱的网站将导致低流量、高跳出率，以及极差的网页排名。Ⅱ)

Weneedtopresentourkeyinformationinavividandconcisewaytoreducethebouncerate.我们需要以一种生动并简洁的方式来展示我们的关键信息，以降低跳失率。Phrases&ExpressionsTask1Workinpairs.Readthepassageandanswerthefollowingquestions.1WhatareSEO,SEMandSOM?2WhySOMmodelisbecomingincreasinglyimportantinthecurrentInternetmarketing?3ForCross-borderE-commercesellerswhowanttoimprovetherankingoftheirproductsorstoresinGoogle,Bingandothersearchengines,whatshouldtheydo?Task21.Itwouldbegoodifwehadatrue________ofhowmanypeopleinthiscountryhaven'tgotajob.2.Pleaseenclosesigneddocumentsin__________.3.A________shopisopenonlyforseveraldaysorweeks,andthuscanattractalargenumberofcustomersinashorttime.4.Please________mybestwishestoyourparents.5.Lijiangdependsalmost________ontourismandrelatedindustries.6.Thepublicaesthetictasteis_____________changing.7.____________appssuchasGaodeandBaiduMapscangiveyouthefastestroutebasedonthelivetrafficupdates.8.Asahiphopartist,JayChou’sworkisalways___________.Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.

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