Six-dimensional expansion of gossip expansion in network marketing. What is upstream and downstream expansion?

First, the basis of extension words: core words

Core words refer to the words that best represent the promotion needs of enterprises, usually the names of enterprise brands or main businesses, and all promotion activities are based on core words.

1. Get core words according to enterprise requirements.

1) brand promotion If the promotion demand of an enterprise is brand promotion, then its core words must be brand-related words, such as Tmall, Tmall, Tmall Mall and so on.

2) Main business promotion. If an enterprise gets an order to promote its own business, the core words are the main products/models/business models, such as iphone7, English training, European tourism and so on.

3) Activities/promotional marketing. If the promotion demand of the enterprise at this time is publicity and promotion activities, then the core words are the name, content and price of the activities, such as Double Eleven and Peach Blossom Festival.

2. Get the core words from the corporate website.

One of the most intuitive is JD.COM and other e-commerce malls. We can find out the core words from the classification of goods in shopping malls. On other websites, you can find rich core words through product pages.

Second, the basic methods of promotion

1, according to the search habits of netizens.

I believe you will notice that netizens often use some "strange" words when searching, such as pinyin, synonyms, nicknames, spoken and written languages, abbreviations and full names of core words, which can be expanded into our keywords.

Great God said that the ideal account status is that every word is set to an exact match, and every related search word of netizens can match the corresponding keyword. Expanding these words can effectively reduce CPC, thus saving the promotion cost.

Lecture 20: Basic methods of keyword expansion -Sheet 1

2. According to the different concerns of netizens.

If netizens want to find the goods they want to buy online, they must have their own concerns. Such as quality, function, price, word of mouth, preferential activities, etc. Our products are different from each other, which means that these aspects can be used as the extension direction.

Below, taking six-dimensional expansion words as seed words, we expand the breadth in eight directions, and explain the basic formula of expansion words more specifically. Lecture 20: Basic Methods of Keyword Expansion-Page 2.

3. Develop upstream and downstream words according to the needs of netizens.

Starting from the essence of netizens' needs, we should do in-depth expansion of upstream and downstream. Lecture 20: Basic Methods of Keyword Expansion-Page 3

For example: skin specialist hospital/dermatology/scar

Lecture 20: Basic methods of keyword expansion-Example 4: According to scar classification: concave scar, calming scar, … According to scar position: facial scar, back scar, …

Iqiyi lists the most basic keyword expansion types of an account for everyone here:

1, product word (product name, model, for example: iphone7)

2. Price words (XX price, how much is XX)

3. The words "company/manufacturer" (e.g. clothing custom manufacturer, English training institution)

4. Regional words (such as Xiamen English training)

5. Word of mouth (for example, which is better for English training)

6. Brand words (for example: JD.COM, Suning.cn)

No matter what industry, these words are necessary when establishing accounts in the early stage.

In fact, the more keywords, the more relevant and detailed the better. There is no end to SEM and no end to extension.