Establishment of Keyword Thesaurus: Collection + screening + testing + classification

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I looked at the night interest on the keyword thesaurus articles, feeling for the key words of the establishment of the thesaurus is very necessary, and for the enterprise station, many times we for the keyword thesaurus is just a very vague concept, before sharing with friends is also a big talk about user experience and keyword transformation, But similar to the establishment of keyword Thesaurus of the specific landing of the Upgrade keyword conversion operation really did not do. At the beginning of the year, the elder brother has suggested to the industry to do a comb, pick some of the high flow of key words out of the focus of optimization, his idea is always more in-depth than I see more insightful and forward-looking, here with this opportunity to learn how to build keyword thesaurus.

The establishment of keyword Thesaurus is divided into four steps: First, the search keywords, and then the keyword carefully screened, and then the keyword test, the focus of the test is to bring the flow and transformation, and finally the keyword classification. As for the specific operation, I would like to briefly discuss some ideas according to my own understanding.

1, collect three kinds of keywords

Keywords are generally divided into three categories: target keywords, long tail keywords and brand keywords, since it is the collection of keywords, these three types of keywords generally we are the size of all, but the long tail keywords are generally from the keyword root expansion, so grasp the keyword root to expand is the more correct way.

As for the expansion of the keyword in the beginning of our learning SEO is bound to understand that there are a number of methods, including:

A, Baidu Drop-down box, Baidu related search and selection method, to expand the depth of 3-4 levels can be.

B, Baidu index keyword tool application.

C, Baidu Auction background, can download keyword search list.

D, brainstorming + brainstorming + competitor research.

E, keyword expansion tools, such as Golden Flower and chasing words, including webmaster tools and Love station network keyword mining can be used to expand.

There may be other basic methods here, not one of them, here is a very useful keyword extension method, different from the previous five methods, this method can automatically unlimited expansion, only require us to follow the above mentioned, find enough root. The concrete idea is to build a excl form, the keyword root is arranged horizontally, and then the words are the single group, the two groups, and even many groups of free combination, of course, this can be done with functions, expand up very fast, may only take a few minutes, the idea has, we can operate on their own.

2, the selection of high-quality keyword criteria

What is a good keyword? The official point is that it can bring accurate customer traffic, but also cost the least amount of keywords, not necessarily if the highest search keyword, not necessarily the absolute conversion keyword. This is more false, because we still do not have a clear standard.

Here to give a few examples, we may have a certain feeling, this example from Bd_zero in Baidu Webmaster Platform website operation essay entries, which talked about the public comment on the website business page A feature, it will be added on the site page "per capita ¥", such as "per capita ¥60", In general, this is also my choice of shop a reference standard, user search, although very few search "xx per capita", will generally be "xx vegetable price", "xx price" or more occasionally use "xx per capita consumption", but if we build such a thesaurus, then because these keywords competition is small, So it's easy to get the rankings.

In addition, the general keyword behind the "factory" "Price" "Ten brands", or the form of doubt, such as "which good" "where to play" are relatively high intention of the keyword, such words as a suffix to expand may have a lot of intention of the explosion-like effect, but pay attention to a prerequisite, the amount must come up, no amount, The flow of these words may be negligible.

3, test keywords flow, click and transform

Quantitative keyword transformation in fact, many times to make many friends feel distressed, because everyone headaches quantified standards, here we can not, because there are too many quantifiable, such as the amount of user registration as a conversion, the amount of user purchase as a transformation, the user clicks the Company "Contact Us" as a transformation, This Google Analytics tool has a lot of tutorials, I do not too much to swim.

Here to say that is testing the time to pay attention to the flow of keywords and click Flow, if you can search the flow of each user and click Flow Analysis, combined, may be able to touch some of the user's intention to search, such as Baidu is to recommend the Web page, such as in Baidu Search "Apple", Baidu will recommend information based on the search for the vast majority of searches for this person, we can look at Baidu's search results, the top three is the Apple Electronics website, Apple Encyclopedia, Apple related video, which shows that the user search for the word is the biggest demand for Apple electronic products understand and demand, As for to understand the fruit Apple market may be relatively small. This research on user intention, can be targeted for our users to make useful information recommendations, so that users find the fastest they want information.

4, keyword classification of the library

Keyword classification is a more important work, here we have to collect the keywords, the classification is very important, which may be set up more libraries, such as the aforementioned "Shop + suffix", or "region + root", so that the collation may be more tired, but also relatively miscellaneous, and bad distinction between the importance of keywords, So the keyword classification of the dimension may be more detailed, of course, these are just a relatively superficial idea.

Here's a more traditional taxonomy: transaction type (do something, such as Beijing Tourism), information type (know some knowledge, such as Beijing to Wuhan Train), navigation (go to which page, such as Beijing East official website), such classification is very targeted, from the user's needs to analyze the user's search intentions.

Well, for the establishment of the keyword thesaurus to the analysis here, I still have a more vague concept, if we have a better idea, please do not hesitate to enlighten us.

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