How to select and set SEO keywords

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Keyword on the role of search engines, is every SEO people should be, here do not do too much long-winded, the following describes what is the key words.

1. The concept of key words

Keyword is the user input search box in the text, that is, you command search engine to find things, keywords in various forms, can be in Chinese, English or English mixed, can be a word, two words, three words or even a sentence. According to the search for different purposes, the key words can be divided into the navigation class keywords, transaction categories and information type keywords.

(1) Navigation class keywords

Navigation bar keyword refers to the user in search of a specific site, he knew he wanted to go to which site, just do not remember the Web site or bother to enter the URL, so in the search engine directly enter the brand name or specific brand-related words. Usually this type of keyword search results in the second value is the user want to visit the official website. such as the author often visit Jingdong Mall, but did not remember the website of Jingdong Mall, usually in the search engine input "Jingdong Mall", after the first is the Jingdong mall site (as shown in Figure 5-17), of which "Jingdong Mall" belongs to navigation class keywords.

(2) Transaction type key words

Trading keyword refers to the user with a clear intention to purchase the search, such as "Apple phone price", "which notebook computer is the best" and so on. It is clear that the business value of the Trading keyword is greatest, as the user has begun to enter the commodity analysis process, looking for the most suitable seller, only one step away from the transaction, as shown in Figure 5-18.

(3) Information class keywords

Information class keyword is no obvious purchase intention keyword, also does not contain the obvious website to point the search, like "The mobile phone picture", "The weight loss method" And so on, this kind of information type keyword search quantity is most, the change form also is most, as shown in Figure 5-19.

2. Study the meaning of keywords

It's not hard to see from the definition of keywords how important it is to study keywords. The significance of the research keywords is mainly embodied in the following 4 facets.

(1) To ensure that the target keyword someone search

The site's core keywords are not taken for granted, you must go through the keyword research to ensure that the keyword is really someone to search, no one search the keyword for the site has no value. Therefore, the enterprise site to determine the appropriate keywords, the first thing to do is to research, these keywords have no user is searched, the number of searches has reached a certain order of magnitude.

(2) Reduce the difficulty of optimization

The premise of choosing keyword is to find the keyword with search quantity, but this does not mean that you have to choose the hottest, most searched keywords, because this keyword is too competitive, it is difficult to search the page in the top, but also can not ensure that those who search these hot keywords are our target customers. If the search for "real estate" users certainly a lot, if the enterprise to the "real estate" this keyword on the front page, it is estimated that no 800,000 to 1 0 yuan to promote the cost is difficult to do, but also can not ensure that the search for real estate people are looking to buy a house.

So for small and medium-sized enterprises or personal owners, to the homepage, you must reduce the heat of the keyword (. Suggested that the core keywords of the site is best in 1 million-3 million search volume level of keywords, so that not only to ensure that someone search, but also to ensure that in the process of keyword optimization is not too big.

(3) Refining the effective flow rate

For the site owner, the flow and ranking are not the purpose of effective flow to bring the transformation is the goal. To improve the effective flow, you must consider the choice of keywords. Users who search for "real estate prices" are clearly more inclined to buy a house than those who search for "real estate". Of course, can not set the keyword too specific, or too professional, so that the effective flow is improved, but such a keyword basically no one search.

But in any case, we must remember that traffic is not the site's assets, only after the conversion to effective traffic is the site's assets.

(4) Discovering new opportunities

Network marketing and promotion is a constantly changing process, for keyword research is the same, because each person's thinking will have limitations, but also can not be in the beginning of the keyword selection is very accurate, "practice is the only Test of truth", the same practice is to test the correct keyword is the only standard. SEO staff in the search engine to provide the keyword extension tool or analysis of site traffic, there may be unexpected discovery of better and more effective keywords.

3. Principle of selecting keywords

Choosing the right keyword is one of the most skillful SEO links, and only the right keywords can make the site's SEO move in the right direction. So how to choose the keyword?

(1) related to the content

Target keywords must be related to the content, the reason is simple, deceptive keywords do bring a lot of traffic, but these traffic will not translate into effective traffic, the site is meaningless, and may be punished by the search engine. Therefore, the key words must be related to the content, is the precise refinement of the content.

(2) More search times, less competition

Each SEO personnel in the choice of keywords, all hope that their keywords are more than search, the competition is the smallest keyword, so that both the site has a certain amount of traffic, but also to ensure that the process of SEO to reduce the difficulty of operation. Unfortunately, the reality is not so ideal, most of the search volume Big keyword competitiveness is also big. However, through a large number of meticulous keyword mining, analysis, to find some search times relatively more competitive relatively small keywords.

(3) The main keyword can not be too wide

The main keyword is too wide, the main will bring two trouble, one is the keyword competitiveness is too large, it is difficult to row to the home page, even pay a great price, may search rankings will not be too ideal; the second is that the search term is too broad, the conversion rate is low.

(4) The main keyword is too narrow

In the same way, the main keyword can not be too narrow, too narrow often will only result in the search times greatly reduced, and even no one to search, which is also fatal to the site. So when choosing the main keyword, that is not too broad, not too narrow, need to find a balance point.

4. Keyword Identification and expansion

In the specific choice of keywords, the general step is to first determine the core keywords, and then expand according to the core keywords.

(1) Key keyword determination

Usually the core keyword is placed on the home page of the target keyword, is the most searched, the most competitive, optimization of the most difficult keywords, only to determine the core key words, to determine the other columns and product keywords. So how do you define core keywords?

The first step, brainstorming. First of all, listed with the Web site products, as many as possible, but also more popular keywords, of course, you can also ask friends, colleagues to discuss.

The second step is to look at your competitor's keywords. In the determination of their own site's core keyword pairs, you can go to Baidu to search for similar competitors of the site, reference their core keywords is what, on the one hand, to avoid their advantages, on the other hand can be inspired to add keywords.

The third step is to query the number of searches. After brainstorming and checking out competitors ' keywords, it's time to estimate that your list of keywords should be a lot, then use Google keyword tools or Baidu index, query these keywords search times, Of course, these two keyword tools will also provide a lot of relevant keywords to continue to add to the previous search.

The fourth step is to identify the core keywords. After searching the number of keyword queries and analyzing the competition of these keywords and the number of potential users searching, two or three keywords were selected as the core keywords.

(2) extension of the keyword

After identifying the core keywords, the next step is to expand the keyword, for a site, to find a few core keywords is clearly enough, but also need us to further mining according to these core keywords, expand hundreds of or even thousands of keywords. There are 4 ways to extend keywords.

Method one, using the keyword tool. The most common is by using Google keyword or Baidu index tool, query any one keyword will list dozens of related keywords. In taking any one of the relevant keywords to requery, you can get another dozens of related keywords, so constantly digging, expanding thousands of keywords is a breeze.

Method Two, use the related search. In Baidu or Google's search box input core keywords, the search box will automatically show some of the keywords related to the search suggestions, of course, can also be found in the search results page at the bottom of the search training to give the relevant search, which is a good way to expand the core keywords.

Method Three: Use other keyword extension tools. There are still a lot of tools for keyword extensions, and these tools can also be used by us to help us to explore extended keywords.

Method four, using a variety of other keyword variants. You can also make a variety of key words, mainly in the following categories:

Synonym variants, such as hotels and restaurants, hotel, hotel, the meaning of similar.

Variants such as Peking University and Peking University.

Related word variants, such as Web marketing and website construction, website design.

Method five, using adjective modification. You can add a certain adjective in front of the core keyword, expand the keyword, such as hotel, we can expand according to the place name "Guangzhou Hotel", can expand by brand type "five-star hotel", can also set other adjective "Environment good wine" "150--200 yuan Price hotel" and so on.

5. Distribution Keywords

After selecting and identifying good keywords, you will get a list of at least hundreds of relevant keywords, and then distribute these keywords to the entire site, using the following three key words layout.

(1) Pyramid structure

At present, the most reasonable layout of the keyword distribution is similar to the pyramid form, generally each page does not limit the number of keywords included, but if the list of hundreds of keywords are placed in a page obviously not, in order to highlight the advantages of keywords, a page of the general set of keywords in 3.

In the keyword Pyramid layout:

Core keywords are located in the spire, these keywords should be placed on the home page.

The first-level keywords are less "popular" than the core keywords, and they may be more numerous. Generally speaking, each product or industry's main standard words are the first-level keywords, such as: Men's, women's, men's shoes, shoes, and so on, these first-class keywords concise, click rate is very high, can be placed in a category (such as column) home.

Second-level keywords do not have a first-class keyword so "hot", the number is also more than the first-level keywords, in general, the two-prefix keyword by the first-class keyword by adding positioning words or rear words extended out, to "women's" this one by one-level keywords as an example, can extend the "business women", "casual women", "Women's brand" And so on a number of two-level keywords. Second-level keywords placed in the category home, the same keep each category home page only two or three keywords.

More long tail keywords in the bottom of the tower, on the specific page.

(2) Keyword grouping

After you get the list of keywords, then group the keywords, each group of keywords for a category. For the keyword grouping, must adhere to two points, the 1th is the same group of keywords must be relevant, the upper and lower group of keywords must have a hierarchy.

(3) Keyword layout

The following 3 points should be noted in the layout of keywords:

One, each page is only for two or three keywords, not too much to highlight the theme.

Second, to avoid internal competition, the same keyword can not be repeated in the site on multiple pages, the reason is very simple, search engines will only pick the most relevant pages in front, the same keyword many times, can only cause internal competition.

Third, keyword decision content planning. From the keyword layout can be seen, the site planning to write what content, is largely determined by the keyword research, each plate for the alien clear keyword content organization.

6. Set the keyword density

Keyword density is used to measure the total number of keywords on the page and the proportion of other text, generally expressed as a percentage, such as a total of 100 words on a Web page, where the keyword appeared 5 times, then we say the keyword density of 5% many search engines, including Google, Baidu, Yahoo and so will be keyword density as a factor in its search rankings, of course, each search engine has a set of their own keyword density formula, keyword density can make your site rankings to get a higher position, but the keyword density is too large, easy to be mistaken for the search engine keyword piling, generally speaking, The most appropriate keyword density should be 5%--8%.

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