Seo learning-seo preparations: keyword selection strategies and skills

Seo work is carried out around product keywords, so the selection of keywords is related to whether the entire Seo work can be effectively carried out. If the selection of keywords lacks rationality, the following situations may occur:
※Keywords are not popular enough: Few people search for the expected keywords. Even if the keyword ranking is higher, the introduced traffic will not be large.
※Fierce keyword competition: Seo is very difficult, and it takes a lot of time and energy to reach the expected goal.
※Directly affects website content
Keyword selection should be taken into account in the Website planning stage. factors such as website positioning, topic setting, industry characteristics of the product, and region of the target group all have major or minor impact on keyword selection.
I. Basic principles for selecting keywords:
1. The keyword cannot be too broad, that is, do not select a common keyword as far as possible.
As we all know, the keyword "Mobile Phone" has a huge daily search volume. If you can make a good ranking on this keyword, you will certainly be able to introduce good traffic and thus increase the online sales conversion rate, the competition for this keyword will be very fierce. is an online store sold online by mobile phone worth fighting for the word ??
These general keywords, such as travel, advertising, and air tickets, are countless competitors. You may have to get a good ranking if you have money to invest, but you also need to think, there will be a lot of people who come up with more money to compete with you, maybe you will not be cost-effective in the end, or forget the General keywords. Even if you can get ahead, it does bring a lot of traffic, however, because the purpose of users who search for common keywords is not clear, these traffic is not very targeted and the user's region may not be included in the specified market scope, the order conversion rate is also very low. In fact, it costs more but does not get a corresponding return. Factors such as the region and brand should be considered recently, such as "Beijing Mobile Phone" and "Samsung mobile phone". The competition pressure for such keywords will be much lower.
2.The keyword cannot be too cold"
It is much easier to use the keyword "cold" to get a good ranking, but the number of users introduced will be small. Never use the company name as the main keyword, and almost no one will search for your company name, even if you have a certain degree of brand awareness, Seo aims to turn people who do not know the company and products into customers.
3. Survey users' search habits
If you want to buy a mobile phone and want to know about the product to be purchased, what words will you use Google to search for information?
Website designers and operators are too familiar with their products and industry characteristics. When selecting keywords, it is easy to take for granted that some keywords are important for users to search, but the actual thing is: The way users think is not necessarily the same as that of sellers.
For example, some technical special words, such as the specific model of some laptops, may not be clear to common customers and will not be used for search. However, people who sell products think these words are very important, the specific model may decide different prices.
Therefore, when selecting keywords, you should make a survey. For example, ask a friend about the words they use to search for such products. Select the keyword with the largest number of searches and the smallest competition;
The most efficient keywords are those words that are the least frequently searched by users when competing for webpages. Some keywords are likely to compete for a large number of web pages, making the cost of efficiency very low, it takes a lot of money and energy to get ahead, but not many people actually search for this word.
Therefore, a detailed investigation should be conducted to list the key words with the best performance after the two are integrated.
4. Keywords must be closely related to the website content. The website content reflects the product keywords.
Ii. Keyword selection policies and specific methods:
(1 ). List hypothetical keywords and a large number of extended keywords
The selection of keywords is a strategic task. The result is a rough value, and the process from listing to selecting is required:
1. Understand the characteristics of the industry, and create appropriate keywords based on general thinking.
2. Investigate the search habits of friends or online friends
3. Observe the competitive websites in the same industry, and record what keywords they use as their reference.
4. Search for related keywords based on the "related search" provided by the search engine, the person who searched for the word ABC, and information such as def.
5. Generate extended keywords Based on the keyword selection tools provided by the search engine, such as Yahoo's keyword selector tool.
Chinese keyword selection tool:
Baidu search term frequency: Previously, Baidu listed the number of sections where the keyword daily search volume is located. Later, Baidu listed only the relative proportion.
Sohu search term frequency: lists the search frequency segments of a keyword on Sohu.
Google Keyword tool: Input keywords can generate a large number of related keywords for reference, and can query the popularity of related keywords (that is, search popularity), the cost required to obtain the corresponding ranking on Google, and the search volume Trend
Keyword selection tool:
Search term frequency tool provided by overtrue (acquired by Yahoo): Google Keyword tool can also be used for English keyword selection.
(2 ).Analyze the degree of competition of keywords
Our goal is to find keywords with a relatively large number of searches and a small amount of competition at the same time to achieve the highest efficiency. The degree of competition for keywords has the following two metrics:
1. List the total number of related webpages returned by a keyword in the upper-right corner of the search result.
This number roughly reflects the number of webpages related to this keyword, and these webpages are your competitors.
2. The cost of this keyword in the top three spot price ranking ADS provided by some search engines.
We can use Yahoo's view bids tool to query the price for a keyword. Yahoo! This PPC query tool supports Chinese Characters
Or
Keyword extension tool provided by Google
Or
Keyword price query tool of Baidu
Or
Sohu keyword price Query Tool
The price of these keywords is more competitive than the number of competing webpages mentioned above.
3. Computing keyword Efficiency (ZAC results)
With the degree of competition and the number of searched keywords, you can calculate which keywords have the highest efficiency.
Of course, the simplest calculation method is to divide the number of searches by the degree of competition. You can also make appropriate changes in this formula. For example, in the degree of competition, I think the price of PPC is more important, so I can change the divisor
0.4x total page number + 0.6xppc price
That is, to give different weights to the total number of related webpages and the price of PPC. Of course, the weight is subjective judgment and biased.
Keyword Selection: two to three keywords with the highest efficiency are selected as the target keywords of your home page, and other related keywords are used as the assistance.

Reference

Author: black dream
Original: Seo blog in the black dream
Copyright. The author and original source and this statement must be indicated in the form of links during reprinting.

Google Tag: Seo learning, Seo optimization, Seo keywords