How to classify keywords? You'll learn a lot after reading this article

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"Guide" only a clear keyword classification, can be based on the purpose of the site to screen, layout and focus on optimizing keywords. Keyword classification there are many forms, each form can guide the site SEO strategy and direction of planning. The classification of keywords used by different websites will be different. Mining keywords for the specific site, often also according to part of the word, description of the topic type, search for subdivision purposes, value level, ROI, and many other specific methods to classify the keywords, to directly apply to the site itself theme, structure, traffic purposes and page types. For the whole network keyword, now commonly used common classification methods are: According to search purposes, keywords length and keywords heat three kinds of classification.

Sort by Search Purpose

According to the user's search purposes can be divided into three categories of keywords, that is, navigation keywords, business class keywords and information class keywords. Google's evaluation manual, general guidelines, is also covered in detail. Recommended to do SEO and good English friends are reading general guidelines, read the benefits. Baidu Library in search of the name can be found, 3.17 full version has 124 pages.

1. Navigation type key Words

Navigation keyword refers to the user want to go to a specific site, but can not remember the site's URL or lazy in the address bar to enter the URL used in the keyword. This kind of keyword search results of the first place is generally the official website, otherwise the search engine renders the result loses credibility. Even a lot of people want to go to Baidu home page, will also be in the browser search bar search "Baidu", and then enter the Baidu home page. As shown in the figure for Baidu search "Taobao" results, the first three are Taobao pages, but also search the keywords users really want to go to the site.

Baidu Search "Taobao"

Navigation keywords generally have very high search volume (shown above), will also become a lot of unofficial website focus on optimization of the object. But webmaster and SEO personnel in considering the use of other people's brand words to attract traffic, but also to these navigation keywords classification, not all the navigation keywords are suitable to rob traffic. For SEO brand protection done Bad website, can use the comments, introduction of the way to rob these keywords in search engine search results Home page rankings. Although the flow quantity is not low, but the flow quality waits for the consideration. Need to pay attention, must not be in the home page abruptly only do other people's brand name, so very likely to receive each other's lawyer letter, too too will be punished by Baidu.

Navigation keyword also can be divided into explicit and fuzzy type.

(1) A clear type of navigation keyword, refers to the user just want to find that page, and do not care about other information. For example, "Taobao login" "QQ space Login" and so on, netizens search these keywords, just want to find the corresponding page, do not care about other information. The site spends a lot of energy and resources to optimize this kind of keywords, the most also get the position of second place, and generally not long, get the flow is almost worthless.

"QQ Space Login" Baidu index

The rankings will not be long, because the pages provided are not what they are looking for, even if you find ways to lure these users to your site, they will generally choose to leave in the first time, there is a certain level of users such operations, your site will disappear corresponding rankings. Traffic is not worth the same reason, the first time visitors lost, and will not bring benefits to your site, this and to get the ranking of the energy and resources in comparison, there is little operational value.

There are also some phishing sites, do a and the same page as the target page, and the URL is similar, ordinary users can not recognize the basic, it is easy to be deceived. Regardless of SEO do not say, this behavior itself is illegal. In SEO, search engines will also vigorously combat this scam site. August 22, 2012, Baidu search engineer in Baidu Webmaster Forum issued a notice, said it will crack down "impersonating the official website to deceive users, in title and meta tags declared untrue" behavior. Although do not know how to judge the search engine to identify, but search engines will try to avoid their own users through the search deceived, and there have been some large-scale consumer platform because of the optimization of a lot of "commodity brand + official website," such as keywords and was punished by Baidu.

In summary, the clear type of navigation keywords for the unofficial site is generally not worth the research. Although the search volume may be very large, but it is too difficult to optimize, and secondly for the regular website of these keywords flow value to be considered. A thankless, potentially contentious thing.

(2) The fuzzy navigation keyword, refers to when the user searches the word, does not have the explicit intention, does not know that the user is wants to look for the official website, still wants to find the related news or the appraisal and so on information. For this keyword, users do not have a very clear purpose, at this time, the site outside the official website has robbed the flow of space.

For example, when users search for "Youboy", most likely a majority of users are looking to find Youboy site's homepage or login page, some users may want to understand the Youboy company's related news, and some users may want to understand the Youboy site marketing effect, To decide whether to advertise on this website. Under this kind of vague demand, the website of Youboy official website has the operable space. Put the keyword below the official site, in addition to the first category only to find the official site search users can not get outside, the other two types of search users are very likely to get.

For example, the Web page using the "* * Latest Dynamic" "* * * effect how" the title and related content can be through the brand words (Fuzzy navigation class keywords) to obtain considerable traffic. If you do not deceive users and provide the information that these users need, search engines will not generally punish your site. From another point of view, suppose that when searching for a brand site, search results The first location is the official website, the second page title or summary contains the brand has been the real negative information, to cater to the public curiosity, and attention to the brand's users more concerned about the negative and other extreme information, there will be a lot of traffic over , but the value of the flow itself remains to be considered. Also have stationmaster deliberately by exposure some negative information of the brand, go to seek the expensive PR fee. From this perspective, as the official website should do a good job of brand protection, to prevent other sites.

For navigation keywords, must analyze the competitive strength, flow value and operability, but also to consider their own site positioning is not suitable for such keywords. If all the conditions are appropriate to rob such keywords, and the target keywords of the official website also has no obvious brand word protection strategy, then hurry up. If you don't rob, you'll be robbed sooner or later. For example, the current comment class site robbed a lot of such navigation keywords, and content rich, in line with user needs.

2. Business Class Keywords

The Business class keyword refers to the user has the obvious purchase intention or the action goal and searches for the keyword. For example, "le pad how much money" "Encyclopedia Corpus Download" "Second-hand Sony Camera" and so on. Such keywords are all marketing-oriented site positioning key words, because through these keywords visitors will have a relatively high conversion rate, the user itself is to buy related products or to complete something, if the site's user experience, purchase process and price positioning are relatively good, This type of search traffic user will be the main user of the site sales products.

If you are optimizing the marketing site, whether it is a large shopping guide site, or medium-sized Electronic mall, or small business sites, as long as you want to get the most direct orders, then the business class keywords should be you spend the main energy and resources to optimize the key words. This type of keyword in the selection, layout and allocation of resources optimization, must accompany the content of the fill, must be more high-quality content to support, otherwise, if only to do the flow of traffic, to get ranked more difficult, and also very easy to be punished by search engines.

3. Information type key words

Information class keywords, that is, the user in search for a certain kind of information used in the keyword, this keyword has no obvious intention to purchase, nor is it to find the designated site. The number of such search terms accounted for the vast majority of the search term, but also the vast majority of sites Rob traffic space the largest category of keywords.

Marketing-oriented web sites will bring the flow of these keywords to guide and transform, although such keywords bring users conversion rate is not as high as transaction class keywords, but also a lot of potential to buy users. Some of these users are in the collection of target merchandise information, comparison and consideration of the purchase phase, marketing-oriented web site to meet the needs of these users of the target product information, the guide will also get a higher conversion rate. These keywords may not bring orders directly, but can enable users with relevant needs to remember the site, creating a brand effect. After the user has to purchase demand, will give priority to the use of their own to remember the brand site, so even if some of the information class keywords can not directly bring orders to the site, will indirectly bring benefits to the site.

Only rely on SEO to get this part of the key words flow is not enough, need to provide the site with practical high-quality content and good guide copy, and even provide the ability to solve user problems related tools. For example, the recruitment of Web sites can provide "personal income tax Calculator", the use of more people, will also get a lot of target users. Can also be based on the type of their own web site and content to obtain ways to optimize the information keyword, such as Jingdong Mall commodity reviews.

In the user comments, Jingdong Mall will have a short summary of the comment title, Jingdong has made a separate page for every comment that is suitable for such a product, and the title of this individual page is designed as "the name of the product", the title of the "comments". Jingdong brand Name ", So each user comments for Jingdong contributed to the product around the long tail of information-type keywords and content. As a result of user guidance to do very well, so the independent page quality of these comments are very good, macro-view page title settings are also very important to the force. As shown in the Jingdong Mall in the merchandise "Great Wall T-01" comments were included in the situation, a powerful user naturally for Jingdong Mall contributed a large number of "Great Wall T-01" related information-type long tail words, and equipped with the corresponding content. Believe this part of the page also for Jingdong Mall contributed a lot of search traffic.

Jingdong Mall Commodity Evaluation

This can be associated with the previous Fuzzy navigation keyword discussion section, referred to the comments on the type of operation, you can also use Jingdong Mall of this practice, a greater extent to excavate related long tail keywords. Information-type web site search traffic is generally through the information class keyword income, improve the advertising value of a single user by raising the search traffic for these keywords to increase the advertising value and price of your site, or to keep the search users on top of quality content and turn them into direct users. In the keyword Analysis part, the information class key words also should be stationmaster and SE0 personnel's main research object.

Classification by keyword length

According to the length of the key words can be divided into short end keywords and long tail keywords. Short tail keyword that is less words than the keyword, for example, machinery, beauty, Beijing hospital, and so on, the general competitive intensity will be very large; long tail keyword that is more than words, more specific, search for a lower number of keywords, is generally a combination of several words, than Beijing Zoo location, Shijiazhuang talent Market Telephone, Hebei Normal University enrollment brochures, The general competitive strength is relatively small.

Webmaster and SEO personnel in the face of the problem of the length of keywords, we must take into account two theory: 2/8 theory and long tail theory. These two theories are contradictory, but in the SEO work, these two theories also need to be balanced.

1.2/8 theory

2/8 theory, that is, 80% of the energy and resources to focus on 20% of the Core keyword optimization, this part of the keyword if you can optimize the success, will bring considerable traffic. But it takes 80% of the effort and resources for the 20% keywords, and only 20% of the energy and resources for the other 80% keywords can be invoked, which could result in another 80% keyword

Search engine performance is not ideal. Core keyword ranking can generally to target users hint at the position of the site in the industry, so that users more trust site, from this perspective will increase the conversion rate of users, in order to brand effect, in order to highlight the status of the industry, 2/8 theory should become the guiding theory of job distribution of SEO.

2. Long Tail theory

Long tail theory, that is, most of the long Tail keyword search volume although very small, but all the long tail word flow of the sum than the limited number of those core keywords brought by a lot of traffic. So in accordance with the long tail theory, SEO work should focus on the long tail keyword, so you can get more traffic. and long tail keywords are generally subdivided and purpose-specific keywords, easy to produce transformation. Search short tail keyword users are generally vague demand, only a small part will be converted, from the input-output ratio, long tail keyword more suitable for investment focus on optimization. From this aspect, the long tail theory should also become an important guiding theory of SEO work.

Because the keyword is unlimited, and team energy is limited, so webmaster and SEO personnel should choose a suitable for their energy distribution, otherwise it may lead to short tail and long tail keywords are not good rankings. Of course, if the technical team, and its own web site weight is relatively high, the above problem is not a problem, such as the above example in Jingdong Mall of those long tail keyword, as long as the early guidance of good users, configure a good site links, do not need to SEO or operation team to spend too much energy, you can get a lot of long tail word flow. Theory and framework are dead, people are alive, according to their own web site and the strength of the team, comprehensive consideration is good. Really do not have the ability and energy, then choose a theoretical approach to the main bar, 2/8 theory and long tail theory in the SEO work is destined to be a contradictory unity.

by keyword Heat classification

According to the heat of the keyword classification, according to the search volume can be divided into hot keywords, general keywords and unpopular keywords.

1. Popular keywords

Popular keyword is the search for a larger number of keywords, in addition to the clear type of navigation key words, this type of keyword competition is also relatively large, but also a lot of web sites for the key words. This kind of keyword once has a good rank, will obtain the very considerable traffic, but will also consume the massive energy and the resources accordingly. For example, the popular novel "Dou Breaking the Sky" and hit TV series "New Love Era" and other keywords have a large amount of search.

2. General Keywords

General keywords that there is a certain amount of search, but the search volume is not very big keyword. Such keywords are generally in the long tail of keywords and short tail words between the keywords. Because this part of the keyword is not like the popular keywords and most of the short end of the keyword as much as the competition, and relatively short tail keyword for this part of the keyword comparison and precision, the word volume is relatively large, optimize the good can get a lot of accurate flow, so become the main battlefield of many sites. For example, "Beijing Express" "HTC G12 quotes" and other keywords, every day has hundreds of of the search volume, and relatively clear goal, for the site is easy to produce transformation.

3. Unpopular keywords

Unpopular keywords that is only occasionally a few search keywords, search volume is very low, but the word volume is the largest, large web site search traffic, this part of the key words contributed to the flow will generally account for 30% or more. For example, "The impact of IP on the site," "Bath flowers scattered how to tie up" and other people do not care about, encountered problems will be a detailed search of the keywords. These keywords may be a few days to bring the site one or two IP, but if the site's information enough, the combination of this part of the keyword will bring a very considerable traffic, the corresponding transaction-type keyword generation of the probability of conversion is also relatively high.

As the beginning says, divided by the common keyword classification methods, you can also according to many other criteria for the division of keywords. For example, according to SEO personnel work objectives, can be divided into key keywords and auxiliary keywords, according to the attributes of the key can also be divided into time (season, holiday) keywords, typos keywords, questions and Answers keywords. Different industries, different websites, different people may have more specific different methods of keyword classification. Regardless of what standards and latitude for the classification of keywords, are in order to better guide the site structure and content layout, to guide the work of SEO personnel, with limited team energy and resources to make the site to obtain more quality traffic.

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