SEO keyword selection super practical version
Source: Shangpin China |
Type: website encyclopedia |
Time: 2012-11-09
SEO keyword selection super practical version
Choosing the right keywords is one of the most skillful links in SEO. Only by choosing the right keywords can website SEO go in the right direction. Determine what keywords determine the site content planning, link structure, external link construction and other important follow-up steps. Before introducing the steps of keyword selection, we will discuss the principles of keyword selection.
Content related
The target keywords must be relevant to the website content. In the early days of SEO, it was popular to set or even stack keywords on the page with many searches but no actual relevance to the website, which also played a very good role in bringing a lot of traffic. Now such practices are outdated. The website needs not only traffic, but also effective traffic. The traffic that can bring orders is not an asset, but a burden. Apart from consuming bandwidth, it has no other role.
If your website wants to sell "women's bags" or "brand men's bags", don't rely on“ Beijing website production ”Or“ High end website construction ”This keyword brings traffic. Regardless of the difficulty and possibility, even if visitors who search for irrelevant keywords come to the website, they will not buy your products or services.
Of course, this does not necessarily apply to certain websites, such as news portals or information websites that rely solely on advertising for profit. Many portal websites are all inclusive, and the judgment of content relevance is also vague. For this attractive website, as long as there is traffic, it has a certain value. The website does not rely on its own conversion to make profits.
More searches, less competition
Obviously, the best keywords are those with the most searches and the least competition, which ensures the lowest SEO cost and the maximum traffic. Unfortunately, the reality is not so ideal. Most of the keywords that have been searched many times are also the keywords with great competition. However, through a large number of detailed keyword mining and expansion, and listing the number of searches and competition data, you can still find the keywords with relatively large number of searches and relatively small competition.
The research on search times is direct and simple. Google keyword tool and Baidu index provide data on search times. For details, please refer to the corresponding chapter of SEO tool.
The determination of the degree of competition is more complex, with more data to be referenced and greater uncertainty. For this part, please refer to the section of keyword competition judgment below.
According to the number of searches and the degree of competition, keyword efficiency can be roughly judged. With the same input, words with high keyword efficiency are more likely to get good rankings, which can bring more traffic.
The main keyword cannot be too broad
This is actually the natural deduction of the above two points. The keywords are broad, the competition is too great, the cost is too high, the intention of the search term is not clear, and the conversion rate will also be reduced. As a real estate company, the main keywords are too broad.
General industry terms are too broad, such as "news" and "travel". If you set your goal on such a broad term, either you can't do it, or you spend a lot of effort to do it, but you find that the conversion rate is very low.
The main keyword should not be too special
Choosing the main keyword cannot go to the other extreme. For words that are too special and too long, the number of searches will be greatly reduced, and even no one can search them, so they cannot be used as the main keywords of the website.
If the word "lawyer" is too broad, it is appropriate to choose "Beijing lawyer". Depending on the business scope of different companies, "Beijing Criminal Lawyer" may be more appropriate. But if you choose "Beijing Xinjiekou Lawyer", it will be unreliable. This kind of keywords that already belong to the long tail can be optimized within the page, and it is definitely not appropriate to put them on the home page of the website.
Too special keywords also include company name, brand name, product name, etc.
Therefore, the main keywords of the website, or the core keywords of the website, should not be too long, too broad, nor too short, too special. We need to find a balance point.
commercial value
Different keywords have different business values. Even if the length is the same, it will lead to different conversion rates. For example, users searching for "LCD TV Principle" have low purchase intention and low commercial value. They are likely to be doing research and learning LCD TV knowledge. The commercial value of users who search for "LCD TV pictures" has improved, and they may want to see what the product is like in the process of searching for and purchasing annual LCD TV. Search for "LCD TV price", and the purchase intention has been greatly improved. It has entered the stage of product comparison and selection. The search for "LCD TV promotion" or "LCD TV purchase" will further enhance its commercial value, and a big price reduction information may lead users to make the final purchase decision. When doing keyword research, SEO personnel can query a large number of search terms in various ways, and can judge the purchase possibility of different words through common sense. The keywords with strong purchase intention and high commercial value should be the first consideration when optimizing, regardless of content planning or internal link arrangement, they should be focused.
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