Keyword acquisition and research strategies and methods

The content of today's lecture mainly includes: a basic method for obtaining keywords, including the significance of keyword research? At the same time, we should learn how to get the keywords of our competitors and use some of our search engines.

The content of today's lecture mainly includes: a basic method for obtaining keywords, including the significance of keyword research? At the same time, we need to know how to obtain the keywords of our competitors and use some of our search engines, which may be webpage or some of our desktop software. how can we grasp these keywords? In the end, we will share a small case and let everyone know what the overall idea of keyword research is?

　　

First, let's look at a basic method for obtaining Keywords:

To put it bluntly, retrieving keywords mainly comes from three sources: our search engine and a search page for a basic webpage. Using some commands to find these keywords, which includes the second website from which we analyze our competitors. what is their keyword layout? What is a strategy that includes key words for distributed deployment during optimization? The third part mainly comes from analyzing the keyword data of our website's own website, its own website or the website you see, using these statistical tools, you can log on to a website under our control more clearly with such a change in traffic, including the words from which the keywords are clearly displayed. Of course, you should know that keyword mining or retrieval is actually a physical activity, which is very tiring, so it won't tell you how many thousands of words you must prepare, it depends on your situation! What is the scope that you can accept? Of course, the larger the word sample size will actually increase the number of keywords in the work of keyword research in the future. However, it will benefit from a very good number in the entire keyword sample, because you are analyzing a large volume or filtering it with a higher accuracy. First of all, we need to know that at present, we can find our keywords from these three major resources!

The first way to get keywords is to search manually. of course, the execution is limited. sometimes we need to use some common tools. if we want to get keywords on the search engine itself, we mainly use: for example, Jinhua Keyword Tool, Keyword Tool for word search, baidu or google official keyword, a bidding tool, etc; obtain keywords on a competitor's website. It mainly comes from the keywords section of its Meta tag in each page, including some open and free website statistical tools, including iSite, chinaz, etc, these tools can also help us analyze some of the keywords they deploy on a certain page or topic of some websites. Of course, the topic keyword system is mainly used to look at a layout of the competitor's overall website. how does the entire pipeline work from its category page including its product page? Of course, we need to analyze the behavior of the users we access. In terms of statistical tools, we generally use Google Analytics for comparison. this GA has a relatively large amount of data, a large amount of latitude, and relatively simple to use, therefore, a lot of useful data can be captured in GA. If CNZZ includes Baidu statistics, I can also use these two tools, which are also commonly used in actual use.

Next, we need to know what the significance of keyword research is? If you do not know the meaning of keyword research, it is meaningless to simply YY, so it must have a commercial purpose. Because when we do all the SEO work, we usually know that although the flow of SEO is free, SEO is better than SEM, the perimeter of the effect or the possibility of the effect will be relatively low, so we must find or make keywords suitable for our website.

Of course, in the process of making keywords, we can't say that we are doing anything Infinitely. First, you didn't have the energy to do this. Second, it is not realistic to say that you are doing anything infinitely. So first, even though your sample size may be relatively large during keyword processing, however, we must use keyword research to filter out these good keywords that we call gold-related key words, these words can bring you real benefits. Therefore, for such keywords, it is filtered out through the research of the keywords in the intermediate step. The reason for choosing the appropriate keywords is very simple. the first ranking of the natural results we have mentioned is a slow process, therefore, if you select the wrong word, the cost of your trial and error is very high, because for example, if you have made one hundred words, it is not the most suitable for you or it is not very suitable for you at this stage, then you have spent a lot of labor cost, the cost of external links, including the mentality you desire to do SEO. if you don't do it, the cost of your trial and error is very high. Second, in fact, the success of making a lot of keywords is relatively low. it is better for us to launch a bunch of high-value gold words, it is more effective to make such a small pile of gold words. Of course, from the many keywords we have obtained, if we want to filter out the gold keywords suitable for our website, we must use methods and methods. we will also discuss them later. The last one is that we must determine our direction and goal, because if you have made these keywords, if you just look at some data, you will make these words, if you do not have a marketing plan as a whole, the words that you finally make may be used but will not bring you any effect. this is also possible.

Let's take a look at how to obtain the competitor's keywords.

The first one can be found through a search command or page: for example, you searched for a keyword (hairy crab wholesale ), when you want to make such a ranking by the month of September 10, you want to know how other websites can rank above when they are doing such a wholesale or similar business as hairy crabs, what have they done on the website layout keywords? So how can we do it? The first one is to use advanced search commands, and then you define your words. You can define your words, such as hairy crabs or hairy crabs, or similar words. of course, you should not be too precise, in the third case, we want to see that we are going to filter so many results. for example, if there are 10 search results on each page, then there will be 100 10 pages. then you need to filter them, in general, we only need to filter out the top-level domain names and then the second-level directory, or directly find the second-level domain names (replace www ). The two domain names are relatively large in size and are relatively high in the overall frame of the website. In fact, the weight of these pages is relatively higher than that of top-level pages. Therefore, these pages are naturally advantageous when they compete for words. We are going to analyze these pages with more price values. The fourth part is to filter and delete duplicated and irrelevant content, and finally generate a list of competitors.

Next, let's take a look at how to obtain the keywords in the search engine.

In general, there are two ways to obtain the data in the search engine: one is through some web-based tools (including the Keywords tools in google and Adwords, including those in Baidu bidding ads, and google's trends, it is similar to a keyword-based product like Baidu Index, as well as G and CNZZ in the statistical system we mentioned earlier, desktop tools are mainly divided into Jinhua or Baidu promotion assistant, which is actually quite a lot and can be used as needed ).

Finally, let's take a look at the idea of keyword research.

What I just talked about is how to get a keyword? After you get the keywords, you cannot say that all the words you get must be optimized. you must find some core Gold words from them. Normally, we will classify the keywords into a big classification, or perform a further expansion on the basis of classification. Keyword. it is best to use long tail and short tail. In terms of definitions of short-tail and long-tail words, we cannot say that the smaller the number of words, the shorter the number of words, and the longer the number of words, the longer the long tail. of course, this is the case in terms of appearance, for more information, we should look at the competition level of the word you searched? Because when you search for an uncommon word, no one may use three words, so his competition is very low, in this case, if you say it is a short ending word, it is actually better optimized. Therefore, for a short tail word, the search volume is very high, and the competition is also very high under the premise of a high search volume, so the term optimization time is relatively long-term, in addition, we usually say that the number of such words is relatively small, so a bunch of words that are difficult to optimize are there, and the optimization is complete. Or it is difficult to expand such words into more short-tailed words. In the long tail, the search volume and competition are relatively low-to-intermediate. in this way, our time period and performance display speed will be faster and the time consumption will be relatively short, and the order of magnitude is very large. Many websites say that when we encounter a bottleneck, we will do more to break through this bottleneck by making a large number of long tails.

In the process of classifying short-tail words and long-tail words, we need to separate short-tail words with some primary words, what we can tell is that there are some short-end words in the industry or product short-end words. after such words are separated, we also need to classify long-tail words. Because of the long tail word, you can divide it into different long tails, such as the long tail and the region, the long tail and the phone. how about the long tail like inquiry? Where is it? This is similar. In fact, such a general concept tells us to do a keyword research. First, we need to make a big classification of keywords, which can be divided into short tails and long tails, in the process of big classification, you can search results by keyword, and more than 10 million of the results may be short-tailed, below 10 million levels may be divided into hard-to-medium-low long tails.

In the end, I will give you an example, because all the keywords are usually put in an EXCL for processing. Use some of the delete and select functions in EXCL to find out some of the prime phrases we want to make, and finally use EXCL to break them out from these words.

　　

The first thing we need to do is import all its data into EXCL, and there will be some different latitudes in EXCL. In that case, I will use the default golden flower keyword tool here, you can add more and then fill in the corresponding data. One thing we need to do is to first delete and select the latitude. The first thing we need to do is probably because it is a golden word. First, we must hope that it has a retrieval volume, if no words are retrieved, the optimization will not bring a lot of traffic. So when we select a number here, for example, the number is greater than or equal to at least 20, and the retrieval volume is calculated every day, so here it will help me delete and select a lot, the remaining keywords are 20 searches per day.

The difficulty of keywords, or related pages, or the number of indexed keywords, also becomes a difficulty. First, you may want to exclude that when a key word is more than 15 million in Baidu's total indexing volume or more than 10 million, it is very difficult. it is not an ideal word, such a word can also be filtered. for example, the key words that I must do are smaller than 10 million. well, we will also filter them out later, I may think that 10 million words are incapable of being used, or are not suitable for doing so at this time, so they are also filtered out. You may want to argue with me later, because we mentioned earlier that we will calculate the number of independent domain names and the number of second-level domain names for the entire website. here there will be a number of homepage names, in fact, it is an independent domain name. after the word 93 is searched, 93 of the top 10 pages are in the form of an independent domain name. if so, it is very difficult for you to compete with an inner page, so you may also want to think about it. for example, I hope that the first half of the 10 pages will be less than 50, if it is less than or equal to 50, I still have the confidence to spell it out and filter it out!

Then you will think of another word. I have done a lot of bidding advertisement fees. if there are five bidding advertisements, you will also be ranked first. In this case, you will also think that I want him to have less than or equal to two advertisements. I have done it. I think it is meaningless to have more than two advertisements, in this way, you can also delete and select. In the end, each person may have a different number or value in the selection. such a type of deletion can finally create the first 50 keywords for us to filter out. Currently, there may only be 21 words, I have the ability to make these 21 words within a certain range, and it is also a status suitable for my current resource, so we can call this type of keywords our golden keywords is also a golden phrase! We don't mean we don't want words that have been filtered out, but we can start from these words at this stage. these words don't have to be searched, it also has scores on KPIs that are difficult to implement (KPIs refer to their cost effectiveness )! So I chose to do this type of word in the first two months, after doing so, we also said that there was a light ring effect of the previous keywords (a type of long tail word can be used to rank a large number of long tail words )! For such a strategy, you should use this method or such an idea to do keyword research. Because only in this way can we do keyword research, we can put our limited keyword energy to better play to our SEO optimization, and for such an effect, expectation and such implementation bring greater significance.