谷歌放弃OKR绩效管理？揭秘SEO多渠道推广外包报价与SEM竞价策略
图片来源@视觉中国 | Image source @Visual China
文 | 穆胜 | By Mu Sheng
近日，国内一则消息甚嚣尘上，称谷歌"放弃使用了20多年的内卷神器OKRs"。此消息迅速引爆全网，在各大平台流传开来。
Recently, a domestic news story has been widely circulated claiming that Google "abandoned OKRs, the internal competition tool used for over 20 years." This news quickly went viral across major platforms.
01 真的放弃OKRs了吗？ | Did Google Really Abandon OKRs?
谷歌在其官方网站中是这样写的："自2022年5月起，我们将采用一种被称为Googler Reviews and Development（GRAD）的新方法，以专注于跟进员工的成长、学习和进步。"
Google stated on its official website: "Starting from May 2022, we will adopt a new method called Googler Reviews and Development (GRAD) to focus on tracking employee growth, learning, and progress."
这里，我们首先要澄清事实——谷歌的绩效管理系统究竟是怎样的？什么是OKRs？
Here, we must first clarify the facts—what exactly is Google's performance management system? What are OKRs?
谷歌的完整的绩效管理系统是Performance Management，其在内部被简称为Perf。这是一个连续的周期性的过程，包括目标设定、自我评估、同事评估、校准会议、绩效面谈五个重要部分所构成。
Google's complete performance management system is called Performance Management, internally abbreviated as Perf. This is a continuous cyclical process consisting of five key components: goal setting, self-assessment, peer review, calibration meetings, and performance interviews.
02 为何开启新一轮绩效变革？ | Why Initiate a New Round of Performance Reform?
大企业绝不会仅仅因为"卷度"而进行管理政策调整，谷歌此次的调整还因为两个大的时代背景：
Large enterprises never adjust management policies just because of "internal competition." Google's current adjustment is also due to two major background factors:
一方面，新冠疫情大肆流行的这几年，谷歌和其他数字化科技公司一样，收获了"疫情红利"。说白了，就是在疫情期间，这类公司因为消费行为的线上化而获得了增长。
On one hand, during the years of the COVID-19 pandemic, Google, like other digital technology companies, reaped the "pandemic dividend." Simply put, these companies grew because consumer behavior shifted online during the pandemic.
03 为什么启用GRAD？ | Why Adopt GRAD?
关于GRAD，谷歌的官方说法是："GRAD不需要让员工和其团队有太多的准备。员工仍需要在全年内与经理保持联络、获取反馈并规划职业发展，但现在员工每年只需要接受一次绩效评级。"
Regarding GRAD, Google's official statement is: "GRAD doesn't require much preparation from employees and their teams. Employees still need to stay in touch with their managers throughout the year, receive feedback, and plan career development, but now they only need to undergo one performance rating per year."
SEO多渠道推广外包报价策略 | SEO Multi-Channel Promotion Outsourcing Pricing Strategy
在谷歌调整绩效管理系统的同时，企业SEO推广策略也在不断进化。多渠道SEO推广外包报价通常包括：
While Google adjusts its performance management system, corporate SEO promotion strategies are also evolving. Multi-channel SEO promotion outsourcing pricing typically includes:
- 基础SEO优化服务（500-5000元/月）| Basic SEO optimization services (¥500-¥5000/month)
- 内容营销服务（1000-10000元/篇）| Content marketing services (¥1000-¥10000/article)
- 社交媒体推广（2000-20000元/月）| Social media promotion (¥2000-¥20000/month)
- 外链建设服务（500-5000元/条）| Backlink building services (¥500-¥5000/link)
谷歌SEM竞价推广软件选择 | Google SEM Bidding Promotion Software Selection
随着OKR管理方式的调整，谷歌SEM竞价策略也在优化。主流SEM竞价推广软件包括：
With the adjustment of OKR management methods, Google SEM bidding strategies are also being optimized. Mainstream SEM bidding promotion software includes:
- Google Ads（官方工具）| Google Ads (official tool)
- SEMrush（专业SEO/SEM工具）| SEMrush (professional SEO/SEM tool)
- WordStream（智能竞价管理）| WordStream (intelligent bidding management)
- Optmyzr（PPC自动化工具）| Optmyzr (PPC automation tool)
结论 | Conclusion
GRAD的实施，是在原绩效管理Perf的基础上进行了优化，并没有让谷歌抛弃OKRs。这次所谓优化，本质上就是一场"绩效管理大逃亡"。
The implementation of GRAD is an optimization based on the original Perf performance management system and does not mean Google has abandoned OKRs. This so-called optimization is essentially a "great escape of performance management."
对于SEO和SEM从业者来说，关注谷歌管理变革的同时，更应该聚焦于：
For SEO and SEM practitioners, while paying attention to Google's management reforms, they should focus more on:
- 多渠道SEO推广策略的整合 | Integration of multi-channel SEO promotion strategies
- SEM竞价工具的智能化应用 | Intelligent application of SEM bidding tools
- 绩效管理与数字营销的协同 | Coordination between performance management and digital marketing