Key points of keyword selection of enterprise website

Source: Internet
Author: User

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Two days ago got Zac's new book-"SEO actual code", then immediately began to learn. When read the third chapter "Competition research" the first part-keyword research and the choice of deep feeling, combined with their own has been in the management of the corporate website, talk about some of the company's website keyword selection experience.

First of all, the importance of keyword selection. Zac in the book also said, do SEO most bogey is a pat head rushed into a field, and did not plan the target keyword. Because the reasonable choice of keywords not only directly determines the content of the site planning, link structure, external link building and other follow-up actions, but also determines the effort you need to pay and expected to receive the return. If you work blindly without doing research, you are likely to get tired and produce little.

General website Keyword Choice attention point, the same applies to corporate sites, the main attention to the following points:

1. Related to the content of the site, those unrelated traffic does not translate into orders, such traffic is not an asset, but a burden-because it is only consuming bandwidth. Personally think this is particularly important for corporate websites.

2. To ensure that the keyword search, at the same time not broad. This ensures that our efforts can be effective and that the target customers are more appropriately delineated. For example, an electrical switch enterprise's main product is the isolation switch, you set the keyword "switch", it is too broad, but also not conducive to the discovery of potential customers, if set to "AC 220V isolation switch", the search volume is very small, resulting in output can not match the cost. Selecting the quarantine switch is just fine.

3. The choice of keywords is best: search for more, less competition, high commercial value. This can generally be met, because search high words are generally hot words, competition will be very large, although some experts can always dig such a vocabulary. But generally can not find such a keyword also do not need to heart ash, my suggestion is to continue to find such a word in the website operation. The same is the above isolation switch, in the long-term monitoring of the site will be able to find some previously not found product name, such as "HGL isolation switch." Such words have a certain amount of search, although not to reach the extent of the search engine records, but the competition is very low, more critical is the high commercial value, there is a high order conversion rate. Enterprise Web site in the latter part of the operation of a major task is to dig more such keywords, and the most important measure is the value of business and pay the cost.

Corporate web site due to the limitations of products and the lack of content, resulting in keyword selection is always not as rich as other sites, here I talk about the next two types of corporate Web site to choose the key points of attention.

The first category, the enterprise's product or service single, for example, just sell the isolation switch, or provide translation services. The process of optimization can be: Keyword selection revolves around the product and service deployment, choose 2-3 appropriate keywords, not too much, use the home page to do optimization, internal pages to add related product information, comparison or service of the basic introduction and characteristics, in doing long tail at the same time, constantly highlight the home page, enhance the weight. For such a keyword choice, in the attention to relevance, business value at the same time, need more analysis of competitors, do not choose those too difficult, or the output and cost of too many words, but also to broaden the thinking, at the same time the continuous adjustment.

There is also a class of corporate web sites, offering a large number of products or services, and these categories have a certain value. For such an enterprise website, my personal optimization advice is: keyword selection around the product and service categories to expand, not through the home optimization, but the use of channel page. That is, the classification of the page to optimize, home more to play the role of navigation, first-class directory optimization core categories of keywords, level two directory optimization category two keywords, content page equivalent to the product and long tail optimization. For such corporate websites, many people still use the home page to optimize, but considering the product categories, resulting in too many keywords, home page can not be well distributed at the same time, the user experience is also a major challenge. The use of channel page to optimize, not only can be a good solution to user experience problems, but also according to the site operation, those categories of keyword performance to deploy the next plan. This optimization method is often used in many market sites.

Finally, it is necessary to talk about the enterprise name as a keyword to optimize the problem. This is mainly to see the visibility of enterprises, such as my corporate website-Shanghai People's Electrical switch factory, the word Baidu index is 100, and the Shanghai People's Electric Appliance Factory Index is 200, Shanghai People's Electric Appliance index is 200. Then you can find that the company name is almost 500 a day of search volume, and the quality is very high, but the pressure of competition is almost not, so the word as a keyword to optimize, not only simple, but the output is amazing. The company's Web site is due to the product category is many and very miscellaneous, I began to optimize the selection of keywords encountered a lot of problems, through the home optimization layout is also very difficult. Later, after others to mention, home only optimize the company name, Channel page optimization classification products. After a while, a very impressive output was achieved. And doing so for the user experience is very good, even can say no need to deliberately use SEO.

But for those not well-known enterprises, at the same time the first page of the keyword has been allocated, you can not consider the enterprise name as a key word. If there is time to add, after all, the brand is the most advantageous competition in this era weight!

The original source: Http://www.renminkaiguan.com/company-blog/keyword-choose-101 by Lemar and Chinaz, welcome to discuss.

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