Web site rating Promotion Strategy

Use of the Web site rating and ranking is not a way to promote new things. As a means of branding, traditional industry enterprises have also been ranked the universal importance and recognition, such as a variety of rating the quality of products, market share, rating and so well-known trademarks in order to get a good first name, some companies use even at the cost of cheating Means this is the other side of the note from the influential position of the important role of the enterprise.

  Despite the publication in early 2002 "network-based marketing and Practice" (1) had spent a few pages to introduce a variety of sites on the Web site evaluation methods to promote the value and number of domestic and foreign influence Web site rating and the rating agencies give details】 【reference, but in the "network-based marketing and practice", 2nd edition (October 2004), the description of the very few Web sites that promote the rating means, be excluded from the promotion site Web site promotion outside the mainstream method of the main reasons is that from the Web site ranking, rating, and other activities to promote access to the site, after all, the effect is one of the few, common results of the evaluation is often TOP10, TOP100 rankings and the like, even if the world's largest By Alexa Web site ranking on the Alexa Web site ranking system】 introduced, only 100,000 before the Web site to see detailed statistics. The top is usually a large network of well-known global companies and large company's Web site, hopes to raise the visibility of the large number of small sites from this position is difficult to get the value of the promotion.

  perhaps aware of the many sites for large-scale evaluation of the main activities of the well-known sites have positive, the recent Chinese blog site launched a "2004 Chinese Top 100 non-mainstream site selection activities," such as on a number of smaller sites also The promotion of opportunities, with the popularization of Internet applications and a new round of economic boom of the arrival of the Internet, it is estimated that of all sizes and forms of assessment activities may be more. This site evaluation and promotion methods by the beginning of praise from a number of institutions to carry out the assessment activities are a lot of attention in perception can be a bit. Recently, on-line noise caused some of the site means to enhance the use of cheating Alexa ranking is also the phenomenon illustrates this point. Now that the evaluation of various activities heat up again, I think there is a need for rating generated by the Web site to promote the value of rating, as well as to promote ways to do some simple sum, as a website promotion methods used for rating Web site promotion strategy Reference.

  Web site ranking on the Web site to promote the value of the

  "network-based marketing and Practice" (1), I will be ranked site assessment of the role summed up in the following areas:

  (1) the expansion of well-known. Objective and fair assessment of the results tend to get a variety of media, good news effect, expand the Web site of the well-known than the conventional means of promoting a more significant results. This is also the reason why the rating has a Web site to promote the fundamental role of the host, if the results do not newsworthy, rating it a natural meaningless. Therefore there is no assessment of the need to participate, only those who are involved in the evaluation activities of the effect the news will only be meaningful.

  (2) to attract new users. According to the CNNIC statistics, China's new Internet users to almost double every six months, even after entering in 2001 to reduce the growth rate of new users, but every six months to add the number of users still have several million. For many new users may not understand the current situation of the site, the site has a comprehensive evaluation of the results of the guide, the new Internet could become the first well-known site.

  (3) to increase retention and loyalty. Excellent large site also had similar characteristics: good customer service, valuable content and dynamic business models ... ... in the same conditions, the customer is clear that the list of the sites have a higher loyalty. Excellent Web site at the same time means more commitment and confidence of customers. (4) understanding of the competition in the industry. In particular, the comparison-shopping site evaluation model for the industry to maintain healthy competition is of positive significance. According to a variety of targets, according to the "quality" differences of rank stores, which is conducive to the promotion of business from start to improve overall customer satisfaction business model, not just price competition.

  site assessment of the main forms of

  experienced in 2000 the Internet bubble phase of the readers may recall that in June 2000 China Internet Network Information Center Web site organized by the excellent Chinese nation has been named a variety of Web sites to attract the attention of the enthusiastic participation of many sites have Various cheating methods to improve the ranking, the final selection of activities to develop into a farce, the poll also had to later canceled. However, some of the norms of the sites still assessment has its value and vitality. Web site assessment in accordance with the different measures can be summed up in five common pattern: Web site traffic patterns ranking indicators, comparison shopping mode, the expert evaluation mode, mode of the survey, a comprehensive evaluation of the model.

  (1) Web site traffic patterns indicators ranking

  Web site traffic analysis is a network marketing management of an important use of the site's traffic ranking is a common site in the form of rating. Well-known foreign consulting agencies to investigate such as Media Metrix, PC Data Online, Nielsen / / NetRatings, and other users access to an independent indicator to determine the amount of site traffic, and to publish Web site ranking. International independent common user is defined as: statistics, to a certain period (normally one month) for a user to visit a Web site are based on one or more of a calculation of the number of users. As the site for domestic and international traffic is not the definition of indicators, various sites to take the definition of different ways, so to some extent limited the domestic Web site traffic ranking authority and consistency, and a number of foreign advisory body to be used Practical means of monitoring some of the main Web site traffic to take the test site to the way the code, and whether or not to participate in the ranking, whether or not the results of a public place entirely voluntary. In this way, Web site traffic ranking authenticity, comprehensiveness, and so can not be assured. Even so, to participate in a similar position on the Web site to increase visibility can still play a role.

  (2) Comparison shopping patterns

  comparison shopping starting point is to allow customers according to their needs quickly found himself suited to the requirements of the best sites, so that the results of its objective to both business and consumers should have access to the value. Deja.com is the first to comparison-shopping Web site for goods and online shopping site evaluation of the results of the decision by customers. In all of the shopping comparison site, BizRate.com is one of the most successful. At BizRate.com, customers can order according to their own needs all the best on-line Shop, and access to special services - including up to 25% discount. For businesses, while access to valuable information and services. Shows that the participation of comparison-shopping Web site, customer acceptance of the evaluation has become an important means to promote the site, its search engine results to be far more obvious. However, in this manner for the type of on-line shopping sites are the most effective. With the development of comparison-shopping Web site, many of them into a shopping search engine 【reference: from the shopping comparison shopping search engine】, thus gradually lost its rating sites brought about by the impact.

  (3) expert evaluation mode

11 years   1999, the United States, "PC" magazine (PC Magazine) the top this year's top 100 of the nation's well-known Web site. In this selection, 100 to the judges in accordance with the online job search site, online community, online entertainment is divided into 20 categories in detail, the election of each type of site 5, the resulting America's top 100 websites around the world have an impact . As a result of this evaluation a more reasonable evaluation index system, and comparison sites have been carried out when a reasonable choice, and therefore more than just rely on individual indicators, such as traffic and can ensure impartiality. According to the report of the times marketing, www.btobonline.com annual assessment of the 14 sectors in the United States of about 800 sites, 100 outstanding enterprises selected sites for scoring, ranking, these selected sites is a common feature: products, services and business information Clear and easy to check; website design effectively convey their brand message; sales-oriented Web site clearly positive; effective use of the implementation of customer service Web site, in 2003 in the selection of the site is to provide users with more resources and useful information to increase the weight, If the white pages of information, Email communications and in-depth customer case, and so on. 【Reference: in 2003 the United States the best B2B business website 100】

  expert evaluation model has the advantage of collective wisdom can all on a comprehensive evaluation of the candidate sites, but also very obvious limitations, such as the limited number of experts, the lack of full representation; part of the inevitable tendency of experts; the authority of the individual person or Words influence may be more Expert about the outcome of the discussions; sensibilities out of some experts, even if it does not agree with the views of others, nor to facilitate the proposed face-to-face, thus affecting the entire results of the evaluation of fairness.

  (4) survey mode

  survey is a commonly used method of investigation, there is usually a sample survey and the survey on-line form. Prior to 2000, the China Internet Network Information Center the previous 10 major Chinese websites are based on the results of the evaluation of the on-line survey. The main disadvantages of this form of cheating is possible for someone to remove invalid questionnaire to spend more manpower and at the same time due to the credibility of the results of the survey questionnaire and the level of design, sampling methods, sample size, sample distribution, system error, survey Costs and other factors, the findings of the survey only to a certain extent, reflect the site in the eyes of the people "image."

  (5) evaluation model

  In view of the above Web site evaluation model has some limitations, the ideal is a comprehensive evaluation model, that is, dynamic monitoring, market research, expert assessment of a comprehensive evaluation model, which requires scientific analysis and evaluation Method, comprehensive, fair and objective evaluation system for the authority of the justice of the group of experts, but also the need for a scientific and rational and adequate sample size of the sample as a basis for a fixed.

  In addition to the external evaluation of various organizations, sometimes a Web site in-house evaluation of the activities will also have a role in promoting effective. E-commerce sites, such as sales charts, information services Web site to download the list, ranking page article in the form, with varying degrees of effects. For example, U.S. online retail giant Amazon.com Inc. in November 26, 2004 at the Amazon.com Web site since Nov. 1-23 sales list of the best products, including clothing, cosmetics, books, and other products in 13 categories The first three of the largest sales of the product name and price, which will soon become the attention of the news reports】 【Sina science and technology. Information about these rankings into the front ranks of the goods will have a greater role in promoting the sales of these products will greatly enhance the brand promotion.

  Although the Web site to promote its positive rating, but in any case its limitations always exist. In a Web site to carry out promotional activities, to participate in the activities of the kind of evaluation depends largely on its own Web site and the state of development, in general, the sites rating applies to web site promotion strategy, development and stability, there has been a certain amount of access and visibility, with In the influential rating could further improve the traffic, or at least maintain the current level of traffic not because of the lack of long-term concerns about the significant drop in