Competitor Research -- keyword research

1. Why research keywords?

1.1. Make sure that the keywords in the directory are searched by someone: the keywords must be studied to ensure that there are netizens who search for the keywords, and there is a certain number of searches, there is no meaning for the keywords not searched.

1.2. Reduced the difficulty of Optimization

Avoid hot keywords as much as possible. Do not set the target to the most popular word with the most frequently searched words. For small and medium-sized enterprises and individual webmasters, it is very difficult to achieve the first few places. You don't have to think about it if you don't have powerful resources or human resources. For key analysis, you need to find keywords that are frequently searched and difficult, or add restrictions such as regions before and after popular keywords, in this way, website optimization may achieve better results under a certain budget and period.

1.3. Search for valid traffic

Neither ranking nor traffic is an aim. The customer conversion caused by valid traffic is the goal. Traffic itself is not necessarily an asset. It may be a waste of unnecessary customer service efforts. Therefore, we should set popular keywords as much as possible and keywords in the purchase phase. In this way, traffic can be converted into assets.

1.4 search diversity

The search term is not limited to popular keywords that we can easily think. Users use a wide variety of search terms. From the perspective of user intent and commercial value or the length of search term, more specific and long search term is of great significance.

1.5 New Opportunities discovered

Due to the ever-changing needs of users and different Internet experiences, they will search for a variety of words that we cannot think. We are using keyword extension tools for analysis. In this process, we often find some common or trending words that integrate these keywords into the website or even add new columns, is one of the best ways to discover new opportunities and expand content sources.

 

2. Keyword Selection

Selecting keywords is one of the most skillful links in Seo. Only by selecting the correct keywords can the SEO of the website be conducted in a correct and generous manner. Determining the keywords determines the website content planning, link structure, external link construction, and other important follow-up steps.

2.1 content relevance

The target keyword must be highly correlated with the website content.

2.2. the search frequency is large and the competition is small

Through a large number of meticulous keyword mining and expansion, you can list the search times and competition level data, or you can find keywords with a relatively large number of searches and a relatively small competition.

2.3 The main keywords cannot be too broad

The keyword is broad, the competition is too large, the cost is too high, the search term intention is not clear, and the conversion rate is also reduced.

2.4 The main keywords cannot be too special

Selecting keywords cannot go to another extreme. Keywords that are too special and too long can be searched too few times, and no one can even search for them.

2.5. Commercial Value

Different keywords have the same commercial value. Even if the length is the same, the conversion rate is also different. For example, the "LCD TV principle" and "LCD TV price" clearly show different customer intentions, and their commercial value is also different.

 

3. determine the level of key competitions

3.1. Search Result count

You can obtain this data by using the keyword returned page in the upper-right corner of the search result page. Of course, the larger the number of results, the greater the degree of competition.

(1) The general result is below 10, and the competition is very small. If you do a website seriously, you can get a good ranking.

(2) hundreds of thousands, indicating that it is difficult to compete. A website with good quality and weight is required.

(3) 1 millions or 2 millions, indicating that the keywords have entered the hot threshold. The possibility of ranking the top few of new websites is greatly reduced. You need to expand the content and establish external links to achieve a certain domain name weight.

(4) over 10 million levels, usually the industry name, with fierce competition. Only websites with large sites and high weights can obtain good rankings.

(5) In general, the actual situation varies widely. Although some keywords have a large number of results, they do not have any commercial value and are not highly competitive, such as "we" and "Park. On the contrary, the number of keywords is small, but the commercial value is high and the competition is very high.

3.2. intitle result count

The results returned by simply searching for keywords are only the keywords that appear on the page, but the page title does not appear in the page and is not optimized for keywords. the competitive strength of these pages is very low, therefore, the pages of keywords displayed in the title are the real competitors.

3.3. Number of bidding results

The number of AD structures at the right and bottom of the search result page is also a parameter to measure the degree of competition.

3.4. Bidding Price

All major search engines provide tools to enable advertisers to see the approximate price of a keyword before serving, the number of places that can be ranked, and how much click traffic can be generated. Tool address provided by Google: http: adwords.google.cn/select/trafficestimatorsandbox

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