知乎：2023年知乎搜索营销通案（30页）.pdf

1、!#$%&()*+,-.!#$%&()!#$%&01!#$02%&(03)*+,DIRECTORY帮助用户决策的信任枢纽抢占信任枢纽的第一场景搜索场景占位的高效营销+,-.助力品牌构建信任枢纽04!/012/012*+,-./0123$456789:!#$!#$%&()*+,-./0!#123(456,78!#9:;3?#912!#$%&()*+,!#$%&()*+,-./0123456!#$%&()*+!#$%&()*+,-./!#$%&%()*+,-./01234&56789:;?/ABC&DEFGHIJK#LM/NOPQ!#RST$U&VWXY/%&()!#$%&()*+#,-!#$%&

2、()*+,-./0123456$%AB 12AB:;CADEF!#$%&()#*+,-./!0123&456789:;&?A0BA0BCDEF,-&GHIJKL*+MNOPQRS9!&TUVN45WX0B!#$%&()*+,-./012/0123/01234545YZ!012!#$%&!#$%&./6./_()*+,()*+,ab!cab123./012#3456789!#!#!;?AB=?AB!#$%&()*+,-./01,-2345.6789:;5?ABCDEFGHIJ!#$!#$!KL5M?5wi(1x-yzhi+,-./0+,-./0g|t0|6fg5t fgd-0 0rs!%&(-0

3、 eyzhi89:;89:;=?!#$%&()*%&+,%&(-*%&./0 1 2 34 5 6 7 89:;8?ABCDE5F?GHIJKLKKMDENOPQRSTUVWXYKLLZC6D4EFGHEC6D4EFGHEI IJJI IKLMKLM8:;?!ABCD#012defghi!#$%&()*+!#!#$,&(-./0+!#$%!#$,&(-.01+!#$!#$,&(-233+%&(!#$%&()*+,)*+*,-./0!#$%&()-./,/123!#$,&(-.44+!#!#$%&()-/0,jklm!#$%&(-.)1+nopqr?_abKcdestur!#$%&(-*/+45

4、67!#$%&()*0.,89:!#$%&(-+/,&()*!#$,&(-2/+vwxSyz!#$%&(.4/+|112345623456789:9;789:9;?4ABCD?4ABCDEFGHIBJKLMNO&PQRSRTEFGHIBJKLMNO&PQRSRT56789:;|112=?42=?4)-/)-/)UEUE)0/)0/)U3VWXYTU?43L2Z=?43L_T_T56?9:;|112Z?abcdT2Z?abcdTefgZhij&kbcTefgZhij&kbcT5 6 9:;|112lmno3pqBrst2lmno3pqBrst?t=?4uvwxHWyT?t=?4uvwxHWyT1

5、12=?4z|y2=?4z|yBtBt77ttttTT9:A B C D:E F G|1123“”?23“”?4BVWS3“”4BVWS3“”?T?T1122/)/)=?43L=?43LT 3LTT 3L&()*+,-./&()*+,-./012324012324567()*89:;?567()*89:;?!#$%&()*+!#$%&()*+!#$%&()*+,-./0123456789:;?ABC9DEFGHI)J456K8LM456NO456P8CQ)R,STUVW9XFYZ/13_?abcde.!#$%&,-+.!/012345678.9:;!#$%&,-+.!/012345678.9:

6、;8;?A=8;?ABB45458fghijk475lChmnofgpqrsC/t1uvwxyzy-fg?|A45468!/wVWXC!zQ)e“”VW?R fghi#$VWXyy31b-/!/#$%&CDEF+!/#$%&CDEF+0123GHBI+0123GHBI+!#$%&()*!#$%&()*+,-./0123456789:;?+,-./0123456789:;?$%$&$%$&$%$($%$(ABCABCDD-*+-*+6P8:2/68STzy;zJ45548;STA;hzJKLJJKLJMM4558#;C45648#STP53C!4568:C456K8R!#$ABEABEDDNOP