How to optimize the keywords in website promotion and save money

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How does a keyword plan help you achieve your goal? The first benefit of the keyword plan is to drive qualified traffic to the site. Pay attention to the word "qualified". If the budget is adequate, there are many ways to drive traffic to the site, but the value of search marketing is that searchers themselves start interacting with you.

One of the biggest benefits of search marketing is that it is "pull" media rather than traditional "push" media (such as print ads, radio and television ads). Searchers actively tell you what they are interested in, rather than interrupting them and pushing the information over. The more you explain what your searchers are interested in, the more information you provide to them, the higher your conversion rate will be. This is where the key words are planned. The keyword plan helps you explain what the searcher actually wants, so you can target the searchers you can transform.

Keyword Planning In addition to more traffic can be driven to your site, the better it can show how more qualified traffic to drive to your site. Next, when assigning priority to different keywords, we will see how to use the website transformation cycle to determine which part of the search cycle the searcher is in, and then improve the site transformation by choosing the right keywords.

Before entering the keyword selection process, you need to learn how to consider the keyword plan. Without the right thinking process, you can't make the most successful decision.

Key words planning principles

Goldilocks gives us a lot of inspiration in the key words program. When she tasted porridge, she did not want the bowl too hot or too cold, to choose "just the right time." The same is true for keyword planning.

You will hear a lot of theories about the key words, so you should have your own ideas. You will often hear one of the following changes in these two ways:

1, "hot" keywords. "If you want to get a decent amount of traffic for your site, you must target the most popular search terms." ”

2, "unpopular" keyword "if you want to get high rankings, you need to target less popular keywords, because they are less competitive." ”

But the world is not that simple. One of them might suit you, or both. The key is to understand your situation and to develop the basic principles for the content of the site. The choice of keywords can not be too hot or too popular for the site-need "just right." "Let's see how blondes choose keywords," she said.

Give up the "hot" keyword

Popular keywords are tempting. We can see the rapid success almost immediately and the searchers are pouring into your station overnight. But as with other things in life, it's not as simple as it looks. Let's see why some keywords may be overheating for you.

Overheating theme Tell the truth, is your organization a family business? Is it natural that people associate the name of your product with its category name? For example, people who are interested in copiers naturally think of Xerox. They may also think of Canon or Ricoh, but most people think of Xerox. Is your site This type? Is your company famous for its products? If so, you may consider all-inclusive. If you work for Xerox, you should use the "copier" as your target keyword. You produce a variety of copiers, there are color copiers, proofreading copiers, bookbinding copiers, punching copiers and so on. You make every kind of copier familiar, so why not use the all-inclusive word?

But what if you're not working for Xerox? What if you work for a small copier manufacturer? Yes, you've got a lot of very good loyal customers. Many customers think your copier is even better than Xerox, and it's cheaper. It's tempting to target the copier as a keyword. There's no need to see how hot the keyword is--you know everyone uses it every day. All you have to do is get a subset of those searchers. You want to fish in a lot of places, right?

Wrong. The word "copier" is too hot for you to burn. You do not manufacture all kinds of copiers, only produce color copiers, and are individual color copiers. You are the leader in the emerging personal color copier market. But for those who search for "copiers," only a small portion of them are looking for a personal color copier. These are your potential customers--others are not. This is not to say that you want to buy only the word "personal color copier." Buying "Personal color copier" and "Color copier" and many other keywords also make sense. But if you buy a pay-for-place ad for the copier, you may see a worse result:

few clicks. If you pay for the keyword "copier" paid for the advertising title is "low-priced Personal color Copier", the number of clicks will be very small. Most people are not searching for a personal color copier while searching for the copier, so they don't click. If your click rate is too low, the final paid placement service will completely take your ad. Therefore, you are equivalent to not receiving any sales revenue in the paid placement activities.

Click a lot, but transform very little. If your ad claims to be "low-cost copier, no cut delivery", this is the result. Now, your copier is cheap and free shipping, but because only sales of personal color copier, so many people click Ads, see you do not have what they want, and finally left your site. Of course you have to pay for these clicks, and the numbers are staggering, because the word "copier" is very expensive (there are tons of searches every day). So, soon you'll spend more money on the budget and not get any sales.

But, you might ask, "What if you don't use a paid placement? I can use natural search." Think again. There are millions of pages that contain the word "copier," So why does Yahoo show you on the first page? There are many very famous companies selling a variety of copiers (their site has more links). On the other hand, you may get a high ranking on the "personal copier" or "color copier", especially for the "personal color copier".

Think about it. If you do optimize your Web pages based on these more plausible phrases, the word "copier" will be everywhere on the web. So if you have a chance to get a good ranking for the copier, you can still do it. But choosing the right words for your site will be more realistic, rather than too popular, because that would lead to the same amount of money spent on the wrong keywords in natural optimization and the right words. Incorrect keywords can not bring qualified traffic. Like paid placement, most people search for "copier" not to find you. So what's the point of a high ranking of the word copier that doesn't bring you a lot of transformation?

But before you go to another extreme, there is a very broad keyword that is "just right" for you. Consider whether the Apple Computer will target the word "computer". First reaction, you may reject the "computer" because it is too broad. After all, many people looking for computers want a computer or a server with a wndows operating system that Apple is not good at. But are people who are very clear about the computers they want (such as the Wndows server) going to search for "computers"? Maybe it's a novice who buys computer ideas just the people who might buy the Apple computer.

The most important thing to learn is not to be fooled by the high levels of access to the hottest key. Look for keywords that are best for your site, even if they are not the hottest. If it turns out these keywords are "just right" for the site, be sure to target them. But don't overdo it. Don't pursue words that are too hot for you, because you won't get the transformation you want anyway.

The meaning of overheating

No best-selling book is named "Lincoln: Man, Car and tunnel", because even the name of the 16th president of the United States between Lincoln and the Hudson River, there is no other similarities between them. All of this is a roundabout way to illustrate Polysemy, which is another reason for "overheating" keywords. In addition, there are subtle differences in words that sometimes have very different meanings.

The meaning of overheating occurs in some general situations:

Multiple audiences. One of the key words "safe" means anti-virus software, and the other is the family burglar alarm device. As in the case of the copier, sometimes you can add attributes ("Computer security" and "home security") to lower the heat and make the keyword "just right." Other times, you may decide to give up the keyword altogether.

The meaning of the Correlation (association). If you sell car insurance, the conversion rate for "car" and "auto insurance" is markedly different. Try to avoid broader keywords with specific keywords. Yes, people who buy cars may buy insurance, but that would be a needle in the haystack.

Multiple intentions. Although the "hotel" and "accommodation" is one thing, the hotel operator may be more transformed by the word "hotel". Searchers often use "accommodations" to find other alternatives to the hotel, such as a small hotel that offers beds and breakfast, which is why they use less common words. The person looking for a job searches for the keyword "job" and the exhibitor uses "recruiting" to find help-both of whom may be looking for "recruiter" (which may be a hot word).

singular/plural changes. Search engines usually look for the singular and plural forms of a word at the same time, but sometimes this can lead to overheating. The word "sale (Discount)" and "Sales (sale)" has a different meaning-"electrical discounts (Sale)" may be a consumer in search, a sales person looking for a job might use "electrical sales"-a difference that would overheat the keyword. "Cosmetic (cosmetic, surface)" and "Cosmetics (cosmetics)" are two words that look the same, but they are actually different. Think carefully about the words you target, and see if changing a single plural will change your meaning.

The first letter is written. The same abbreviations generally have many different meanings, making the keywords overheated. "CD" refers to a CD-ROM or a certificate of deposit (certificate of deposit)? SCM is supply Key Management (Supply Chain Management), software configuration management (Software revisit Management) or resource control management (source Controls Management)? In fact, this letter combination has three meanings, which is why it is very difficult to get qualified traffic when the site has only one meaning.

Most search marketers follow the "more the better" principle. Think that if "women's fashion Boots" on the same station is a good keyword, then "Leather Boots" will be better! More people bring more traffic to the "boots" search. The problem is that if you only sell women's fashion boots, the extra tower will not generate more conversion. Find the "right" keyword, not the hottest keyword.

Do not choose too "unpopular" keyword

Usually, people go in the opposite direction after being scalded by the hottest one or two keywords. go up, dare not use the keywords that are too competitive. Even some search marketing consultants prefer to use "unpopular" keywords, so they can show you a high ranking. Goldilocks will tell you that this method is also wrong.

Sometimes unpopular keywords--few or no searchers use them to search for--have contingency choices. An Italian tour operator uses "Milano." (Milan, Italian) "As a key word, but lost a lot of American tourists, because they use English spelling" Milan ". Or choose the shortest keyword, such as "Managing finance (Manage Your finances)" instead of "personalized financial management (personal financial Management)" The results are searched for phrases that are usually shorter when you use the form of a longer phrase (but not vice versa).

One of the most annoying reasons for the accidental occurrence of unpopular keywords is to translate marketing activities into another language. For example, if you are performing a search marketing campaign in your native language (such as English), and just translating some keywords from your native language to French, you are likely to choose a lot of unpopular keywords. As in English. Many similar words embody the different intentions of the searcher, and you may have chosen a precise but unpopular French keyword for English keywords. Paid-for suppliers can help you restart your keyword plan in the global marketplace, so you can choose "Just right" keywords for your site in every local market.

Another unexpected disappointment may arise when you assume that different audiences will search for the same product in the same way. The head of the editorial department of Tor Crocket,esprtting, a paid-for-place supplier in Europe, is willing to introduce examples of searchers who do similar tasks in different ways. Tor describes a major electronics manufacturer whose Scandinavian customers like to do online research, while German clients rarely do online research (although they will buy products in Scandinavian). If the manufacturer assumes that the buying behavior is the same between the Germans and Scandinavia, a lot of unpopular keywords will be selected in the learning phase of the same-station conversion cycle. Similarly, IBM found that consumers like to "Browse" and business users prefer to "get" or "buy", even when they buy the same product. If you think that each marketing department will use the same method to search your site in the same way, it is not surprising that your site gets a "cold shoulder".

But some of the options for the unpopular keyword are actually intentional, and those who have a deeper understanding of it and who are really smart will choose those words. Keyword research tool "Wordtracker" (ww. Wordtrackercorn), specifically provides keyword validation indicators (Keyword effectiveness index,kei) analysis. Kei analysis (and other similar techniques) is a mathematical representation of keywords, comparing the popularity of keywords (the number of searches) with the usage of keywords (the number of pages found with keywords). As a tool, Kei analytics is invulnerable-and in fact it's very useful to help you avoid "overheating" keywords that don't fit your site. But the tool can also be abused.

Some people use Kei analysis to prevent you from using even less competitive keywords, which is misleading. Although the number of keywords in the more pages appear, the more difficult to enter the search results of the top 10, but a simple fact is that a site to the word ranking is the first. How did they do that? No matter what they do, you just have to do a little bit better than them, so you can be the first.

As a personal color copier manufacturer is stupid enough to covet in the hot word "copier" ranked-same, because many Web pages have these words and avoid the "personal color copier" The idea is silly. If you find a list of keywords that perfectly describe your site, it's time to fight the rankings, rather than get bogged down in the keywords that nobody cares about (just to say you're number one). Keep in mind that the cost of natural search optimization for unpopular keywords is as much as the word "right", so try to spend it in a rewarding place.

Before you go down to the "right" keyword, you should know the difference between paid placement and natural search for unpopular words. In the payment or placement activities, to the unpopular keyword for the purpose of the adverse results are not many. Even if only a small number of searchers enter keywords each month to query. If you can convert at a very low cost, there is no reason to stop (unless it takes a lot of time to manage). In general, however, stick to the keyword "just right" because they produce the best returns.

Select "Right" keyword

So why does "just right" keyword work? It's not hard to understand. Search engines actually do a good job of finding the same page for each search engine, and people click on the right page from the results they see. This means that if your target keywords are really related to your site and you use certain techniques to work, you are likely to increase the search traffic through highly qualified visitors. In short, sticking to the keywords that reflect your site, rather than doing something else, makes it easier for you to attract search rankings and get a higher return on conversion.

Conversely, if you find that you see signs of "overheating" in the target keyword (low-click strings, natural search referrals from the next array, or low conversion rates), you'll have to make a choice. You can go back to the "right" search request or change your site. If you want to compete for the "copier" search request, what kind of content would you like to attract all copier buyers? Add a link to a product you don't sell? Compare the information to show why each copier buyer needs to buy from you? It's not easy, but if you can expand your station, This can indeed match a wide range of search requests.

But there's good news for the less-ambitious (and more practical) search marketers. The time for searchers to enter a search request for a word multiple times has come to an end. There are also examples of the need for a single word to be a second-rate searcher ("IPod"), but more often than not, only a few words can truly convey the information needed, and searchers are becoming sophisticated.

"75% of the search requests in our trusted content source data are 3 and more than 3 words, and very few search requests are the same," said Jeremy Sanchez, senior search strategist at the search consulting firm Global Strategies Analysys. Every 50 clicks received on a URL. 90% of the search requests are different. "In similar cases, a recent study shows that 70% of searches contain two to many words, and about 25% use 3 or more words."

In other words, more and more search in the input long keyword phrase, can chardonnay more accurately describe the page they want. More searchers use "right requests," so you'll feel more comfortable targeting them.

Our friend in Snap took note of the suggestion. They are using the popular keyword "camera" because they only make digital cameras, not film cameras. The word "camera" might be right for Kodak, but snap is not snap. Recognizing that a "digital camera" is also a hot word, and that it is difficult to get a high ranking, they also know that the word perfectly describes their product line-they produce a series of digital cameras, and their goal is to get people to find and enhance their brand image as a good, easy-to-use digital camera.

The basics are plenty! Now you understand the value of the keyword plan and you have a perfect way to make decisions and start your actions.

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