How to find keywords for the Business-to-consumer platform SEM

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Platform SEM how to find and set keywords, has been the SEM commissioner headaches a problem, feel that each word can be set, and each word can not be set!

For how to find the key words, light theory, it is difficult to let everyone understand. Below, use one of his actual case to explain it. On the internet to sell cake on the website of the public to introduce to you, if there is a similar, it is purely coincidental.

It should be noted that, because I do not have cake industry-related experience, and not with the industry related to the exchange, so in this article on how the cake business site should be optimized, I just behind closed doors, mainly relying on my subjective conjecture, so many places may not match the actual.

Next to the body, for how to find the keyword, I place it into three large logical levels, as shown in the following figure:

Step One:

For the first logical level, I divide it into the following steps. 1 according to their own products, the use of their own common sense, enumerate some of the keywords; 2 by asking around friends, peers, customers, etc. to get some keywords; 3 get some keywords through the competitor's website; 4 use some professional keyword analysis tools such as wordtracker for further excavation. 5) Other methods.

Step Two:

At the same time, in each of these steps, and can be divided into a number of small steps, when we enter the second logical level. In this step, for example, at the first big logical level, "1," the keyword that you know. can also be divided into: 1.1 to its own product-oriented, 1.2 to the industry-oriented products, 1.3 to the coexistence products, alternative-oriented, 1.4 of the downstream industry chain-oriented; 1.5) Others, such as a number of small steps. Of course, this is not to say that the first big logical level from 1 to 5 contains the same small steps.

Case：

Why use the above method to look for keywords? Because for 1.1 and 1.2) better understanding, here skipped. So here we start with the "1.3" in the direction of coexistence products and substitutes.

For 1.3) Here, because the cake industry is really not understand, do not know what substitutes for cakes, so give some examples of other industries, Example 1: When we search the iphone, when some of the iphone's high imitation products such as ciphone, hiphone tend to use "The Cat for the Prince" approach appears in search results (this is most evident in the site search of some consumer-to-consumer sites); Example 2: There is an example in the business industry where we search for "Taobao" on Baidu or Google (Http://www.baidu.com/s?wd=%CC %D4%B1%A6), the wheat bag unexpectedly appears in the search results in the front of the position, in fact, we can also take the wheat bag and Taobao understanding as a degree of substitution, as shown in the following picture:

Below we take a look at about 1.4, to the upper and lower source industry chain-oriented search for keywords, on this point, then the line of the cake shop name, or even the phone number may become very good keywords, it is clear that the search related cake shop customers are generally have the intention to purchase customers.

Finally, to sum up, in this level of the expansion of the keywords, 1.3 ~1.5) is the most difficult, hard to use keyword analysis tools and other means to find them out, to find out, you must have enough knowledge of the industry. However, in the whole keyword expansion, or 1.1 and 1.2)-oriented. In general, only 1.1) and 1.2 expand to start other kinds of keywords.

Step Three:

Here we go to the next logical level. Each step in the relevant logical hierarchy above, also from 1.1 to 1.5, can be divided into several small steps. For example, take "1.1" as an example of the keywords you know > industry-oriented keywords. Assuming that our main word is "cake", we can also add relevant modifiers on the basis of the subject to form the long tail words, such as: 1.1.1) regional words (BEIJING, Shanghai, Shenzhen) (1.1.2) Behavioral words (buy cakes, order cake, online booking cake) 1.1.3 Product properties (fruit cake, cheesecake, ice cream cake, etc.); 1.1.4 brand Words (Yuan zu cake, Kristin cake, good cake, etc.); the words of the season class (birthday cake, Wedding cake, etc); 1.1.6.

Of course, in the actual operation, we often use the first to get such as "cake" such as a few known keywords, and then through Google keyword tools, such as the expansion of more keywords, and then the acquisition of these keywords to classify. These categories are less than more than 10 categories, and more than dozens of categories, or even more. The above only gives some common classification methods, but the actual situation is often different from the above classification.

In addition, the keywords in some groups that have been developed in this way can often be categorized into some of the larger categories in step two. For example 1.1.4) brand words (Yuan zu cake, Kristin cake, good cake, etc.) can be grouped into 1.3, with coexistence products, alternative-oriented keyword classification.

Case：

For the extensions of these types of modifiers, here are two real examples to illustrate.

For the use of 1.1.1) regional words, at this point is more typical of Lightinthebox.com's Web site optimization of this kind of page optimization (lightinthebox.com/place Names-product name-parameters/), Such pages are lightinthebox.com more innovative places, place names and product name organic do permutation combination, when users use "place name + product name" for the search, such pages are often ranked in front.

For 1.1.2) Behavior words, this is more typical of the dhgate.com, lightinthebox.com and other related websites, "wholesale" namely "wholesale" the word almost throughout its entire website. Most of the product name is added to the "wholesale" this keyword.

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