CHAPTER 7 CONCLUSION
7.2 M ANAGERIAL I MPLICATIONS
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from the inlink compare to Facebook. We conclude that inlink building service is necessary but needs to add more factors such as topic relevance to arouse the CEB.
(4) Long tail revised keywords stimulate customer CEB
SME-revised long tail keywords which have higher search targetability have significant increase on engagement level compare to SME-original-choose keywords (comparatively low targetability). Especially in Involvement part, the SMEs have highly chance to acquire customers through engagement site if they search for the SME-revised long tail search query. And we also found that customers who have the involvement to the SME’s target site (official site) have a higher interaction and intimacy level toward the SMEs firm for SME-revised long tail keywords (compare to SME-original-choose keywords).
Thus we argue that with long tail revised keywords, SMEs can then stimulate CEB.
7.2 Managerial Implications
(1) Empower SME’s ability to operate new media through an inspiring service journey utilizing golden circle
One important trend of search engine optimization from Taiwan SEO research center (2015) is that in-house SEO as the website number exponentially booming. It implies that instead of paying for SEO agency, firms should have employees to operate SEO themselves (See Table7.1 to compare the difference between in-house designed engagement site with modern practice).
To educate the SMEs who have the same belief as we do, we build engagement site service journey through utilizing the golden circle theory.
With our service journey, we believe that SMEs will then be able to be
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empowered to arouse the CEB themselves with trial errors through judging from the new media data that we collected.
(2) Long tail keyword service help SMEs stimulate CEB
Engagement site’s long tail keyword service is a suitable service to give direction to SMEs to design campaign keywords. In the process of campaign, the SMEs can constantly exchange with dynamic keywords suggestion to quick experiment the right trigger for the right target customers.
(3) Inlink building service with high search targetability help SMEs stimulate CEB
Inlink building needs to be relevant by the topics or other factors to provide higher search targetability. SMEs can also utilize the image-related link through judging from a customer’s perspective or doing a small survey within the team decide which link to get the inlink from. Through increasing search targetability, the engagement level of customer will then increase.
(4) SMEs don’t need to pay too much attention on campaign and partner image consistency
Under the campaign situation, we found that mostly customers don’t care much about the campaign and partner image consistency. Instead, SMEs should put more effort on their products and create an interesting campaign to engage the customers. It implies that SMEs could be more efficient without putting effort on campaign and partner image consistency.
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Table 7.1 A comparison of modern practice and in-house engagement site (search engine module)
Google Analytics Google Search Console SEO Agency Engagement Site (search engine module)
Introduction
Google Analytics is a web analytics service delivered by Google that tracks and reports website traffic. Google Analytics is now the most widely used web analytics service on the internet.
Google Search Console (previously Google Webmaster Tools) is a free web service. It allows webmasters to check indexing status and optimize visibility of their websites.
SEO agency is a service digital marketing agency, help company to rank higher for certain keywords and drive web traffic.
A brand alliance-based campaign integrated system to optimize customer engagement in multi-media, including Google, Facebook and recommender system.
Cost Free Free Cost depends on the contract, but
most SMEs don’t have additional budget to use this method
Free
Benefit 1. Know SME audiences (who is visiting your site)
2. SMEs can better evaluation through three components, acquisition (how users are getting to your site) , behavior (what users are doing on your site), and conversions
1. Help SMEs to structure their website information
2. SMEs can check web pages’ index status
3. Help SMEs to evaluate web clicks on different search queries
1. Help large firms to increase the web traffics.
2. Large firms have no need to have additional employee to handle new media
operation.
3. Large firms can give direct KPI to make sure agency complete their requirement
1. Real-time operation can be taken, instead of communicating with agency.
2. Help SMEs to hold brand alliance-based campaign on new media.
3. An innovated application that put CEB into search engine’s view point and provide suggestions on how to maximize CEB
Target User SME, Larger firm SME, Larger firm Larger firm SME
Goal Help websites owner to know who is visiting the site
Help webmasters to optimize the web visibility
Help large firms to increase the web traffic of their web pages
Help SMEs to maximize the customer engagement behavior
Approach Provide web traffics and demographics of website…etc.
Provide index status, search query, and data structure highlighter…etc.
Most of them buy advertisements and some of them even buy inlink to rank higher.
Through long tail keyword and inlink building service for SEO module (with social media and recommender system module) to maximize the CEB.
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7.3 Limitations and Future Works