Website SEO: The first keyword or long tail keyword

Today on the Internet to see two articles, the discussion is the Web site SEO is the first keyword or long tail keyword this issue, one of the articles advocated the first keyword, another article that the website SEO to start from a simple long tail keyword.

In fact, this problem, I did not think before the site SEO, or thought it is a moment in the brain to make the decision. When I was at the company meeting today, I pointed out the solution to this problem when I was talking about the company's website optimization program. The answer to this question is: According to the company's products (services) and user search situation to decide.

　　Enterprise website SEO First optimize the main keyword or long tail keyword?

In my responsibility for the Enterprise station SEO, there is a very common phenomenon, and this phenomenon also let me think for a long time, now jump out of the Enterprise station SEO, recall This problem, found in fact very simple. Many corporate websites are not competitive with the target keywords (such as mechanical sites), when you will be the site's main keywords in a two-month optimization to the search engine results page home, the original thought of the daily traffic will surge, and when you look at data statistics, but found that through the main keyword to get the flow is only "with" just, Users still "don't take the usual road", through a wide variety of long tail keywords to visit the site, and these bring the flow of the page is most of the news page, can not let users see a product, if the page has not been very good processing, this part of the flow of conversion rate is very low, because this part of the long tail keyword is a keyword type of " Information class keywords ", the user may just want to solve a related problem." This phenomenon in the "non-standard" category of products more prominent, I have optimized a coal machine website for example, the main word for "coal machine", other have the same effect of descriptive keywords, such as "How to make coal briquette", "the powder into the ball equipment" to obtain more flow than "briquettes machine" This main keyword more.

The reasons for this situation I think there are two points, the first is the enterprise products for the unpopular products, "non-standard products or non-popular products, due to concern, the use of the product fewer people, or users do not know the correct name of the product, search the main keyword will bring the flow of traffic is necessarily less than the long tail keywords brought by the flow; the second reason is that The number of long tail keywords is much more than the main keyword, and this is also consistent with the "long Tail theory".

According to personal experience, I think the Enterprise website SEO first optimize the target keyword or first optimize the long tail keyword can be decided according to the figure below.

　　

Enterprise website SEO keyword Choice

If the product competition degree is not intense, and the transaction type user will search by the search engine accurately through the product name, then optimizes the main keyword first, because the optimization is relatively easy;

If the product competition degree is very intense, the transaction type user can carry on the search accurately, then avoids the competition intense main key word temporarily, carries on the long Tail keyword optimization is a good strategy;

If the product is not competitive, trading users can not accurately search for products, I think the first to optimize the transaction of long tail keywords, and then the main keyword optimization is also necessary, because the user may enter your website through the long tail, know the exact name of the product will also be the exact name of the search;

If the product competition degree is intense, the transaction type user cannot search the product accurately, first grasps the transaction type Long tail keyword the flow to be important, but to the main keyword optimization is only the time question.

Non-corporate website SEO First optimize the main keyword or long tail keyword?

Because the type of non-enterprise station is very many, I can't analyze for all kinds of websites here, so I take the company's website as an example to analyze.

Love Walking Pet Net is a business comments, users to share the functions of the Third-party platform, through the analysis of competitors, I found that the real competitors only two or three, because these sites exist for a long time (basically more than seven years), the number of content page is huge, so not only in the target keyword, Many of the long tail keywords that can bring in traffic also have a good ranking. In such cases, site SEO seems hard to do. In fact, the current site needs to be registered users, if you first optimize the main keyword, equivalent to the use of limited oxygen in the Chamber of Secrets, if the main keyword before the oxygen depletion, bring the flow of the registered users, then very good, but this possibility is very low, unless using special means; if there is no flow before the "oxygen" runs out, Then this site in the SEO strategy can basically declare failure. By analyzing the estimated flow of competitors, I found that the same main keyword index is higher, but the other we can use the Long Tail keyword index is very low, or even not, and these long tail keywords bring the flow of the sum is much higher than the main keyword flow. And if we catch these long tail keyword flow, plus other platform network promotion, I believe, in terms of traffic we do not lose them. So I think the site should be combined with content optimization long tail keyword to bring traffic, with the flow, there is a registration, there is content, and the user created content is precisely the topic of user attention, and will contain more long tail keyword, so through the user and bring users, forming a favorable cycle.

It is not difficult to see through the above analysis, whether the enterprise station or non-enterprise station, first optimize the main keyword or long tail keyword depends mainly on two: the Product (or service) situation, the user's search (or the type of information users concern), as long as the optimization of the analysis before the optimization program is targeted, The fact that the strategy is optimized can achieve the desired results.

a point to add:

According to a study by renowned market research firm Hitwise in February 2009, the search terms that users actually use have a growing tendency. Although this data time has been over 4 years, but I think this result is still even the future trend, whether in English or Chinese users. This trend also makes the power of long tail keyword more and more powerful.

keyword Click ratio

Theme January 2008 February 2008 January 2009 Year Ratio change

1 words 20.96%20.70%20.29%-3%

2 words 24.91%24.13%23.65%-5%

3 words 22.03%21.94%21.92%0

4 words 14.54%14.67%14.89%2%

5 words 8.02%8.37%8.68%6%

6 words 4.32%4.47%4.65%8%

7 Words 2.23%2.40%2.49%12%

8 Words and above 2.81%3.31%3.43%22%

Data Source: Famous market research company Hitwise

Article source: St.vic's personal blog, the original link: http://stvic.com/seo-keywords-or-long-tail-keywords-first.html