How to choose and layout the website keyword to do the competition degree analysis

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Keyword research is an important part of the SEO process, this part of good and bad, directly affect the site rankings, traffic and transformation. So, this blog to talk about how to give a Web site system to do keyword research, which includes: How to choose keywords, how to filter keywords, how to do competition analysis, how to deploy the key words of these four points, I believe that can give you some help and inspiration.

Select keywords

Usually the Web site is designed in a tree structure: home (tree root) => Big column (branch) => Small Column (branch) => single page (leaf), so in the choice of keyword when also have this concept, we first to find the site root words, usually these root words can be found from the column classification. Here take tieguanyin This column example, it is obvious that tieguanyin is the root word, and then, using Baidu Assistant or Google keyword tools to expand the keyword, we can get a large number of related words, this time, we can again from the relevant words from the branches of the word, leaf words.

Filter keywords

Have a number of keyword list (root word + tree word + leaf word), we want to filter the keyword, after all, the list is still a mixed bag, still can not be well applied to our website, the screening conditions have four points:

Relevance-Do you think this keyword is suitable for our website? Please rate (1-5 points), the lower the score is irrelevant. Note that the relevance is largely based on our site's existing landing page, if the keyword flow is high, but there is no appropriate landing page, we can still give them a very low score.

Accuracy-is the word's search intent accurate? such as "slimming tea" This keyword must be more accurate than "weight loss". "Green students to lose weight tea" must be more accurate than "weight loss tea", also please rate, accuracy will be related to our deployment of keywords. In general, the more accurate the search intention of the keyword, the more they should be placed on the underlying page.

Popularity-Popularity is the search volume, this need not explain, just need to pay attention to, a lot of keyword popularity will change with the season, so it is best to select the annual data, this keyword a year's search volume is far more reasonable than the day's search. Baidu's official launch of this little assistant Baidu is not very good, it can only see the daily average, many times the search volume changes very large.

Competition-from the SEO point of view is the optimization of the difficulty, this data can guide our later optimization of ideas, such as a keyword competition is very strong, then in the construction of the chain, you can consider placing more resources, if the word is really worthy of optimization!

Competition degree Analysis

Then 4th, the key word competitiveness analysis is to let us evaluate a keyword optimization difficulty, we really do not need to spend too much resources to optimize a highly competitive but low value of the keyword. Usually, I will take intitle & Inanchor as a criterion for the difficulty of a keyword (there are many other criteria, such as the number of sea, the number of related pages, the average PR value of the first three pages of the site, etc.). Intitle refers to: keywords appear in the title of the number of pages, such as in Baidu Intitle:seo & Intitle:seo Training, return values are: 600W and 20W, this time we know, The number of pages containing SEO is much larger than the number of pages containing SEO training, but we can not guarantee that: SEO is more popular than SEO training, because there are inanchor,inanchor refers to: Anchor text contains the number of this keyword, From this value we can know how many adsense for the word purchased a paid link, let us try in Baidu, Inanchor:seo & Inanchor:seo Training, the results returned are: 4W and 2.5W.

Wait, just from the single data, optimize SEO is higher than SEO training, but calculate the average output of each site anchor text (inanchor/intitle) we can find that "SEO training (0.125)" than "SEO (0.0067)" This keyword is nearly 20 times times higher!!! So we can learn how competitive the word is. Of course, this can not be denied that "SEO" is not a hot keyword, here I just suggest that we should from multidimensional to analyze keywords, comprehensive assessment to give a reasonable degree of competition assessment.

How to deploy Keywords

The so-called deployment of keywords refers to the keyword list of words deployed to the site of each page title up, usually deployed in the column page. The most important principle of deployment keywords is: To put the appropriate keyword deployment to the appropriate landing page, many do not understand SEO customers think my column is the need for the hottest words, but the hottest does not represent the most appropriate. If the keyword deployment is not appropriate, it will affect its conversion rate and ranking. Because when the visitor came to this page, found that the content of the page is not what he wanted, so will decisively choose to jump out of the high rate of the site does not have a good ranking.

So, personally, I think the more the search intention to see the broad words, the more to put in the big column, give them more choice of opportunity, the more accurate search intentions, the more to put on the bottom of the page, because visitors know exactly what he wants, we give him that page on the line.

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