售后完备的SEM付费推广与谷歌SEO快速排名优化方法

售后完备的SEM付费推广与谷歌SEO快速排名优化方法

Complete After-Sales SEM Paid Promotion and Google SEO Fast Ranking Optimization Methods

谷歌助力，国内卖家还有机会打造独立站吗？

With Google's Support, Do Domestic Sellers Still Have a Chance to Build Independent Stores?

近年来，跨境电商发展势头迅猛，而亚马逊的"封店潮"也促使众多国内跨境卖家开始布局独立站。得益于社交媒体庞大的用户基础和社交互动特性，独立站背后的卖家选择了 Facebook 作为商品销售和推广的主要基地。

In recent years, cross-border e-commerce has developed rapidly, and Amazon's "store closure wave" has also prompted many domestic cross-border sellers to start laying out independent stores. Thanks to the huge user base and social interaction characteristics of social media, sellers behind independent stores have chosen Facebook as the main base for product sales and promotion.

看到 Facebook 通过独立站的流量采购生意赚得盆满钵满，谷歌也坐不住了。

Seeing Facebook making a fortune from the traffic procurement business of independent stores, Google couldn't sit still either.

日前，作为谷歌跨境电商加速计划的重要一环，其首个跨境电商加速中心在厦门自贸片区海上世界正式启用。谷歌方面表示，该加速中心将聚焦解决独立站卖家起步难、人才招聘难、出海运营难等痛点。

Recently, as an important part of Google's cross-border e-commerce acceleration plan, its first cross-border e-commerce acceleration center was officially opened in the Maritime World of Xiamen Free Trade Zone. Google stated that the acceleration center will focus on solving the pain points of independent store sellers, such as difficulty in starting, talent recruitment, and overseas operation.

独立站风口已过？

Has the Independent Store Boom Passed?

虽然谷歌赋能国内跨境电商卖家的意图良好，但现实情况是，跨境电商独立站的风口已经过去，现在入场可能已经太晚了，整个跨境电商赛道的玩法也已经发生了变化。

Although Google's intention to empower domestic cross-border e-commerce sellers is good, the reality is that the boom of cross-border e-commerce independent stores has passed, and it may be too late to enter now. The entire cross-border e-commerce track has also changed its gameplay.

流量成本上升是首要问题

Rising Traffic Costs Are the Primary Issue

由于两年前的这一轮跨境电商热潮吸引了大量参与者入局，导致社媒流量、搜索流量价格纷纷上涨。再加上苹果在 iOS 14.5 推出的应用跟踪透明度功能，使用户有权利远离精准广告，这对 Facebook 的广告业务造成了巨大冲击。

Because this round of cross-border e-commerce boom two years ago attracted a large number of participants, leading to rising prices of social media traffic and search traffic. In addition, Apple's App Tracking Transparency feature introduced in iOS 14.5 gives users the right to stay away from precise ads, which has had a huge impact on Facebook's advertising business.

全托管模式的冲击

The Impact of Full Hosting Model

国内跨境电商"四小龙"（Temu、SHEIN、AliExpress 和 TikTok Shop）带来了全托管模式，平台处理核价、运营、物流、售后等环节，卖家只需负责供货。这种"让专业的人做专业的事"的模式很快赢得了众多跨境电商卖家的青睐。

Domestic cross-border e-commerce "four little dragons" (Temu, SHEIN, AliExpress and TikTok Shop) have brought a full hosting model, where the platform handles pricing, operation, logistics, after-sales and other links, and sellers only need to be responsible for supply. This model of "letting professionals do professional things" quickly won the favor of many cross-border e-commerce sellers.

因此，谷歌的跨境电商加速中心面临的最大挑战不仅是提供更廉价的流量，还需要找到与 Temu 不同的差异化优势。否则，这个跨境电商加速中心可能会面临无米之炊的困境。

Therefore, the biggest challenge facing Google's cross-border e-commerce acceleration center is not only to provide cheaper traffic, but also to find differentiated advantages different from Temu. Otherwise, this cross-border e-commerce acceleration center may face the dilemma of having no rice to cook.