Hot or long tail? Keyword optimization strategies for large and medium-sized websites

I believe that many SEOer users have this experience: when starting a website's SEO, they all choose the words to rank in the plan first, we hope to use these words to get a lot of traffic on the search engine. Among these words, some are popular words; some are wise, and some are popular words that can be achieved under the current ability. In the following process, many "Resources" will be concentrated to rank these words. This includes repeated keywords in the title, highlighting the density of these keywords, and directing external links to these keyword pages. However, when the words in the plan are not ranked, many people will find that the website actually has some SEO traffic. When we analyze the traffic, we will find that the traffic is hardly the result of these keywords in the plan, but a variety of strange long-tail words. When the keywords in the plan have a good ranking, some websites may contribute most of the traffic based on those popular keywords, while some websites may not. So, when optimizing SEO keywords for a website, do you focus on hot keywords or long tail keywords? To identify this issue, we need to look at the current situation of users' use of search engines. If you don't need too much data reference, you can think back to the use of search engines by yourself or other people around you, and you will find that: 1. When users search, the keywords entered are getting longer and longer tails. Users can learn by themselves. If a person who has never used a search engine asks him to search several times, he can immediately understand how to find the information he wants. That is, enter several key information points to find the desired information. Although a lot of new users use search engines every year, they can see their search history. The keywords entered are getting longer and longer tails. It is hard to find any information without long-tail words. However, the search volume of popular buzzwords is not as large as everyone thinks. 2. The search results of a search engine are far from the age of excess results. The so-called "excessive search results" refers to the amount of information you need to search for any word. However, the actual situation is: Even if you enter long-tail words to search, you still cannot find the information they want. The pages that are listed at the top may only contain one or two keywords of the user query, but they are not the content to be found. But in fact, the information users are looking for exists, but because many websites either do not have the SEO consciousness, or follow the misleading SEO method, they do not highlight their content. Even if the keyword appears only once on the page, the search keyword still has the opportunity to make the page appear in the search results. Suppose that the long tail keyword you input contains four words and all the four words on your web page have them. In theory, it should be that your web page is ranked first. However, the current situation is that many such Web pages are buried deep. Because the search engine not only needs to check whether the keyword exists on your webpage, but also the location where the word appears. Websites that follow the misleading SEO method give some important locations to the words they have chosen in advance, without long-tail words searched by these users. As a result, these popular words may not compete with other more advantageous websites, and those that should belong to their own traffic, the web pages with long-tail words placed in important locations are taken. In a large and medium-sized website, it is unwise to optimize resources in favor of popular keywords. From the perspective of maximizing website traffic, there is no doubt that long tail keywords need attention. The difficulty of the two operations is also different. It is very hard to optimize popular buzzwords. As I started to talk about many SEOer experiences, they will find that, after a great deal of hardships, most of the words in the plan do not have a good ranking. The optimization of Long Tail words is different. You don't need any resources or skills to create long-tail words. You just need to place the key content points on the page in an important position. (Note that this important position is not as simple as title, meta, and H1 .) In this way, you have a good ranking on these keywords and can match the keywords queried by users. Why not? When you write a description, you must include the facts clearly marked in the description. Example: <meta name = "description" content = "Author:. n. author, illustration maker: P. picture, category: books, price: $17.99, page number: 784 page "> This example is good because it clearly writes key information points. Without writing popular keywords, it just honestly lists long tail keywords that reflect the page content here. When users look for information, they will use a variety of unanticipated long tail keywords to find the content, so that they can immediately find the webpage. As in this column, users may only remember the illustration authors and prices of this book. When users enter these two information for search, this webpage is easily discovered by users. In terms of competition, the optimization of Long Tail keywords is much easier than that of popular keywords. Because a lot of people are scrambling to get a hot buzzword, as long as you focus on optimizing the long tail, every time you do an action, the traffic will rise. The customer's matching degree, traffic quality, conversion rate, long tail keywords do not know how much better than popular keywords. Starting from the interests of the website, what the website really needs is not the ranking of your popular words, but the final effect. For example, a web page selling HP laptops, even if you rank first on the keyword "laptop, is the final effect better than the keyword "HP laptop? SEO can perfectly integrate SEO and website operation departments. You must believe that the website Operations Department highlights the content out of common business needs and is also required by search engine users. This strategy to optimize long tail keywords will greatly help search engines improve the comprehensiveness of search information. If you say to the search engine: I want to select a batch of popular keywords to rank these words, the search engine will say: you will be suspected of cheating in most cases, is taking some traffic that does not belong to you. If you say: I want to use this strategy to optimize long tail keywords for SEO, the search engine will say: Please, hurry up and do it. The reason mentioned above is that the search engine has not reached the era of excess search results. Most people search for information several times to find the information they need. The optimization of Long Tail keywords can greatly improve this situation. In the past, if you can find the required information every 10 searches, you may only need five searches after the optimization of the long tail. It saves users' time, improves the efficiency of search engines, and also benefits websites. Strictly speaking, it is not what keywords we need to select to search for the traffic, but the traffic that the search engine uses for us through our content. The SEO traffic of a new station is mostly contributed by Long Tail keywords. It is not an individual or accidental phenomenon, but an inevitable phenomenon. A normal large and medium-sized website, long tail traffic must account for more than 90% of all SEO traffic. Small websites also have a large amount of long-tail traffic. Because there are so many words on the website, the combination of just a few words may bring traffic to the website. Therefore, this situation is a natural rule, so do not break this rule and balance. You should grasp the overall situation and try to show your content to search engines as much as possible. Try to let the search engine include all the pages of the website, then highlight the important content through your structure, and then let the search engine choose. You do not need to manipulate the words you search to reach your website, because you can never predict what users like or use the words you search. When optimizing large websites, focusing on the optimization of popular keywords will cause you to lose more than 50% of the traffic you would have expected. In fact, why not a small website? Let's discard the traditional optimization method and focus on the long tail so that the traffic can grow freely.