1、SEO&SEM跨境电商实用英语 Chapter 6Unit 3 Pre-sale Services of Cross-border E-commerce跨境电商系列教材Acquire basic knowledge about SEO and SEM 1Learn the relative words and expressions2Understand the procedure of SEO and SEM3Chapter GoalsAfter studying this chapter,you are expected to：PART ONEWarming-up Task:Look at
2、 the search results below for“childrens 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 1Warming-upPART TWOPassage ReadingPART 2Passage Reading Store promotion and marketing is not just about creati
3、ng 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 websites keywords ranking and increase
4、exposure of the companys 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 ma
5、rketing 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 todays Internet us
6、ers 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 Inte
7、rnet marketing.PART 2Passage Reading It is worth noticing that the search rules of search engines are constantly changing.The change of search rules will directly lead to the change of keywords ranking on the search engine,so SEO is not once and for all.This is in line with the characteristics of th
8、e Internet age:the only thing unchangeable is the change itself.This requires our marketing group to continually adjust and optimize on the basis of the original SEO or SEM strategy to adapt to the changing search rules and consumer search habits.PART 2Passage Reading The advertising mode of SEO or
9、SEM is mainly Pay Per Click(PPC).Compared with the traditional way of paid promotion,the advantage of PPC is that it can bring more accurate customers with lower cost,and achieve better promotion effect.For cross-border e-commerce sellers who want to improve the ranking of their products or stores i
10、n Google,Bing and other search engines,they can make efforts in the following aspects:PART 2Passage ReadingChoose a good title for the product Besides naming the product according to what we usually refer to as the three-stage method,we should also add some hot keywords appropriately in the title to
11、 attract more consumers with strong purchase intentions by using some keyword analysis tools,such as Keyword Spy and Keyword Planner.1PART 2Passage ReadingPut more efforts in content marketing Many cross-border e-commerce sellers rely solely on product pages to drive SEO.However,sellers can only add
12、 some product description on the product page.Although the product description can display the features and advantages of the product in many ways,the brand will lose the opportunity to tell the insightful story that can touch the consumers.Telling some vivid brand stories can make customers to stay
13、 on our website for a longer time and drive them to share the stories with their friends and bring more potential buyers to us.PART 2Passage Reading2Combine duplicate content Marketing staff has a common misunderstanding for SEO:the more content the better.The really good marketing content is to mai
14、ntain the balance between quantity and quality.When multiple pages are showing the same product,the search engine will let them compete with each other,and sometimes it will even lower the ranking.By combining duplicate contents,you can prevent this from happening.PART 2Passage Reading3Create better
15、 mobile experience It is not that the mobile age is coming,but it is already here.There are already more than half of the cross-border e-commerce orders coming from mobile devices,and this figure is still rising.Google has officially added mobile optimization as one of the ranking factors in the sea
16、rch results as early as 2015.The focus time for mobile users is often very short,and they do not have enough patience to scroll down the page.In order to create better mobile experience,we need to design a quick login page to make the menu as simple as possible.Moreover,the contact information or co
17、ntact button should be put on an eye-catching place,and the use of flashing fonts,plug-ins,pop-uppages and interstitial ads should be reduced.We also need to optimize the local search with GPS positioning technology,and track users different keywords searched on the PC and mobile devices.4PART 2Pass
18、age ReadingGet links through product reviews and public media It is a new way of marketing to send the product sample to influential public figures,and ask them to publish reviews online.The positive reviews of some opinion leaders or online celebrity often bring us a lot of visitors and high conver
19、sion rates.Product reviews are also a simple and effective way of SEO,so we have to encourage customers to leave positive comments in a variety of ways.PART 2Passage Reading5Reduce website bounce rate “Visitor participation and website bounce rate”also have certain proportion in Googles search ranki
20、ng.If customers stay on the website for a short time but the bounce rate is high,it indicates that it this website is not meaningful for most users,and the ranking will be lowered.So we have to find ways to reduce our website bounce rate,such as canceling the pop-up window,using an attractive websit
21、e design,speeding up the page login time,creating an intuitive navigation bar and so on.PART 2Passage Reading6New Wordsoptimization ptmazen n.1New Wordthe act of rendering optimal优化；最佳化 e.g.)Keyword optimization is one of the daily routines of cross-border e-commerce sellers.关键词优化是跨境电商卖家的日常工作之一。)Pro
22、ject Managers face a myriad of challenges on the journey to achieve resource,service and financial optimization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conveyknve v.01New Word2to make ideas,feelings,etc.known to sb.表达；传递e.g.)Colors like red conveys a sense of energy and strength.类似红色的颜色给人以充满力量和活力的感觉。)We hop
23、e our products can convey a sense of ease and relaxation to our customers.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constantlyknstntli adv.New Word3all the time;repeatedly 始终；一直 e.g.)Fashion trends are constantly changing.时尚潮流总是日新月异。)We must constantly endeavor if we are to succeed.如果我们要成功，就必须不断努力。返回solelysll
24、i adv.New Word4only;not involving sb./sth.else 仅仅；只；唯一地e.g.)Selection is based solely on merit.选拔唯贤。)Too often we make decisions based solely upon what we see.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 nsatfl adj.5New Wordshowing a clear understanding of a person or situation 富有洞察力的；有深刻见解的 e.g.)She offe
25、red some really interesting and insightful observations.她给出了一些非常有趣又富有洞察力的评论。)This book is an exceptionally fun and insightful read.这是本充满乐趣、富有洞察力的杰出著作。返回duplicate dju:plket adj.01New Word6exactly like sth.else;made as a copy of sth.Else完全一样的；复制的 e.g.)He let himself in with a duplicate key.他用一把复制的钥匙打开
26、门进去。)We need both the original and the duplicate files.我们需要原件和复印件。返回 figure fg(r)n.New Word7a number representing a particular amount,especially one given in official information 数字e.g.)You can easily get the latest trade figures on the Internet.在网上你可以很容易地找到最新的贸易数字。)Experts put the real figure at cl
27、oser to 75%.专家们估计真实的数字较接近于75%。返回scroll skrl v.New Word8to move text on a computer screen up or down so that you can read different parts of it 滚屏；滚动 e.g.)Please scroll down to the bottom of the document.请向下滚动到文件末尾。)You can use the arrow keys to scroll the list of files.你可以用箭头键滚动文件目录。返回fontfnt n.9New
28、 Worda set of characters of the same style and size 字体 e.g.)You should choose the font style,color and size suitable for your online store.你应该为你的在线商店选择适合的字体风格、颜色和尺寸。)Choose the font and colors that you want to use in your presentation.选择要在演示文稿中使用的字体和颜色。返回plug-inplgn n.01New Word10a piece of computer
29、 software that can be added to a system so that it can do more things 插入程序；插件 e.g.)Google Chrome offers a variety of plug-ins for users.谷歌Chrome浏览器为用户提供了丰富的插件。)Too many plug-ins will raise the bounce rate.过多的插入程序会提高跳失率。返回 pop-upppp adj.New Word11a small window containing a menu or advertisement that
30、 appears on the screen when you perform particular operations 弹出式的e.g.)This is a program for stopping pop-up ads.这是一个阻止弹出式广告的程序。)Choose your printer type from the pop-up menu.从弹出式菜单中选取您的打印机类型。返回interstitial ntstl adj.New Word12of or relating to interstices 填隙；空隙的 e.g.)The banner ad and interstitial
31、ad are the two uppermost forms of the web ad.旗帜广告和插页广告是当前网络广告最主要的两种形式。)It costs a lot to buy interstitial ads on AliExpress.在速卖通购买插页广告非常昂贵。返回navigationnvgen n.13New Wordthe skill or the process of planning a route for a ship or other vehicle and taking it there 导航 e.g.)Most cars are built with a nav
32、igation system.大多数汽车自带导航系统。)A user-friendly navigation bar helps enhance user experience and customer loyalty.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&Expressionssearch engine 搜索引擎01P&E e.g.)Google is the largest search engine in the world.谷歌是世界上最大的搜索引擎。)Baidu is the largest search engine in China.百度是中国最大
33、的搜索引擎。Phrases&Expressions01P&E02once and for all 一劳永逸Phrases&Expressions e.g.)We have to resolve this matter once and for all.我们必须彻底解决这一问题。)He wants to destroy his enemies once and for all.他想要一次全部剿灭敌人。P&E03in line with 与一致；符合 e.g.)I can assure you that our price is in line with the market.我可以保证我们的价格
34、与市价是一致的。)The structure of our school is now broadly in line with the major countries of the world.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&E04adapt to 使适应于Phrases&Expressions e.g.)The world will be different,and we will have to be prepared to adapt to the change.世界会变得不同，我们必须做好准备以适应其变化。)Brands
35、have to adapt to local customs when expanding to another market.当品牌进军另一市场时，必须适应当地的风俗习惯。mobile devices 移动设备05P&E e.g.)90%of our orders come from mobile devices now.目前我们90%的订单来自于移动端。)Almost all visits of Wish come from mobile devices.Wish的访问几乎全部来自于移动端。Phrases&ExpressionsP&E06opinion leader 意见领袖 e.g.)C
36、ompared to Mr.Guo,Mr.Han is more notable as an opinion leader on political issues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。)Key opinion leaders(KPL)on the Internet play an important role on the public issues.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.)Conversion ra
37、te is part of the KPI for many companies.很多公司把转化率作为KPI指标之一。)For example,if 100 people visit your landing page today and 10 of those people make an order then you have a conversion rate of 10%.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%。bounce rate （网页的）跳失率08P&E e.g.)A cluttered website leads to lo
38、w traffic,a high bounce rate and possibly a poor Page Rank.杂乱的网站将导致低流量、高跳出率，以及极差的网页排名。)We need to present our key information in a vivid and concise way to reduce the bounce rate.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&ExpressionsTask 1 Work in pairs.Read the passage and answer the following questi
39、ons.1What are SEO,SEM and SOM?2Why SOM model is becoming increasingly important in the current Internet marketing?3For Cross-border E-commerce sellers who want to improve the ranking of their products or stores in Google,Bing and other search engines,what should they do?Task 2 1.It would be good if
40、we had a true _ of how many people in this country havent got a job.2.Please enclose signed documents in _.3.A _ shop is open only for several days or weeks,and thus can attract a large number of customers in a short time.4.Please _ my best wishes to your parents.5.Lijiang depends almost _ on touris
41、m and related industries.6.The public aesthetic taste is _ changing.7._ apps such as Gaode and Baidu Maps can give you the fastest route based on the live traffic updates.8.As a hip hop artist,Jay Chous work is always _.Complete the following sentences with the words or phrases in the box.Change the
42、 form if necessary.figure duplicate pop-up convey solely constantlyNavigation insightfulTask 3 1.大部分情况下，宋体是默认字体。(font)_2.希望这个问题可以一劳永逸地得到解决。(once and for all)_3.我们发现这个理论与实验结果一致。(in line with)_4.他们希望能帮助大一新生快速地适应新的学习生活环境。(adapt to)_5.现在的年轻人大部分时候都使用移动端来访问社交媒体。(mobile devices)_ 6.现代人的生活几乎离不开网络搜索引擎。(searc
43、h engine)_Translate the following sentences into English,using the expressions in brackets.In most cases,Song is the default font.I hope this problem can be solved once and for all.This theory is found to be in line with the experimental results.They hope to help freshmen adapt to the new study and
44、living environment.Young people nowadays access social media via mobile devices most of the time.Modern life can hardly be separated from search engines.PART THEREMini-ProjectPlease complete title SEO for the following product(use some keyword analysis tools).Women Pumps Sexy Glisten Women Shoes Wedding Party Dress Heels Women Hollow Shallow Mouth High Heels Stiletto 868-8PART 3Mini-ProjectTHANKYOU跨境电商系列教材Unit 3 Pre-sale Services of Cross-border E-commerce
