外贸人必知的10个SEO推广与竞价知识 | 避开这些坑让你少走弯路
外贸人必知的10个SEO推广与竞价知识 | 避开这些坑让你少走弯路
10 Must-Know SEO & PPC Knowledge for Foreign Trade Professionals | Avoid These Pitfalls
在外贸行业中，推广和SEO收录是获取客户的重要手段，但很多人对竞价推广（如Google Ads）和SEO优化存在误解。
In foreign trade, promotion and SEO indexing are crucial for customer acquisition, but many misunderstand PPC (like Google Ads) and SEO optimization.
1. 现汇买入价的重要性
1. The Importance of Spot Exchange Buying Rate
外贸看汇率要看现汇买入价，因为银行是用人民币买入我们的外汇。
In foreign trade, we focus on the spot exchange buying rate as banks buy our foreign currency with RMB.
2. 报价必须设置有效期
2. Quotations Must Have Validity Periods
建议在报价表中注明："若汇率波动超过2%需重新报价"，避免后期风险。
Always specify: "Quotation subject to revision if exchange rate fluctuates beyond 2%" to mitigate risks.
3. 提单金额的行业潜规则
3. The Unspoken Rule of Bill of Lading Amounts
船公司通常拒绝在提单上标注金额，因为这会使其承担货物灭失的赔偿责任。
Shipping companies usually refuse to state amounts on B/L as it makes them liable for cargo loss compensation.
4. PI文件的真正作用
4. The Real Purpose of PI Documents
PI不仅是成交凭证，更是客户对比多家报价的标准文件，包含价格、付款方式等关键条款。
PI serves not just as proof of deal, but as a standardized comparison document for clients to evaluate multiple quotes.
5. 提单≠绝对控制权
5. Bill of Lading ≠ Absolute Control
多数国家规定：退运需原收货人同意，否则货物将被海关拍卖，原买家有优先竞拍权。
Most countries require consignee's consent for return shipments, otherwise goods will be auctioned by customs with priority given to original buyers.
6. 信用证的核心原则
6. The Core Principle of Letters of Credit
只要单据完美，开证行必须付款——这是信用证安全性的根本保障。
With perfect documentation, the issuing bank must pay - this is the fundamental security of L/C.
7. 退税的计算基准
7. The Basis of Tax Refund Calculation
退税依据是进项发票金额，而非FOB价格！这是外贸新人常犯的错误。
Tax refunds are based on input invoice amount, not FOB price! A common mistake for beginners.
8. 信用证的数字规范
8. Numerical Standards in L/C
信用证中小数点必须用逗号表示：如79,230,00表示79,230.00
In L/C, decimals must use commas: e.g. 79,230,00 means 79,230.00
9. 客户沟通的艺术
9. The Art of Client Communication
永远不要直接否定客户，可以说："Yes, I think in your side it's right. But for us..."
Never directly contradict clients. Try: "Yes, I think in your side it's right. But for us..."
10. 客户开发的黄金法则
10. The Golden Rule of Client Acquisition
80%成交来自跟进！建议使用《客户跟进表》分层管理，优先跟进高意向客户。
80% deals come from follow-ups! Use a Client Follow-up Sheet to prioritize high-potential leads.
客户背调9步法：
9-Step Client Background Check:
- 官网分析（成立时间/规模）
- 邮箱验证（业务类型）
- 社媒调查（组织架构）
- 站长工具（注册人信息）
- 官网历史（入行时间）
- 网站深挖（决策层）
- 流量分析（网站排名）
- 实地考察（商业环境）
- 海关数据（市场分析）
