Liuzhing: Subversion of "long tail keyword" theory

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In writing this article, I'm ready for the armor, waiting for possible from all directions of the tile, the network marketing industry development in China just started, also hope that we can accept the younger brother issued a different opinion and view, and, first of all, we take a look at the current mainstream long tail keyword theory:

Universal Long Tail keyword theory

Definition: The site is not targeted keywords but also can bring the search flow of keywords, called long tail keywords.

Features are as follows:

1. A longer, often 2-3-word composition, or even a phrase.

2. Content pages exist in the content page, in addition to the title of the content page.

3. The search volume is very small and unstable.

4. Long tail keyword to bring customers, the conversion to the site product customer's probability is much lower than the target keyword.

5. There are a large number of long tail keywords of large and medium-sized Web sites, its total flow is very large.

These theories are currently widely accepted by the vast number of network marketing practitioners and the mainstream concept has been spread, we know that the long tail keyword theory is derived from the long tail of marketing theory, and then we look at the long tail theory

Two, long tail theory:

The rationale behind the long Tail theory is that as long as the channels of storage and circulation are large enough, the market share of those products with low demand or poor sales can be matched to or even larger than the market share of those few hot products. That is, many small markets converge into the market energy that can match the mainstream big market.

Extended to our Network marketing field is a large number of long tail keywords produced by the market energy can be compared with the mainstream keyword or even beyond.

Here are some SEO researchers give the long tail diagram: The meaning of the diagram shows the relationship between the main body and the long tail to the total;

Third, subversion long tail keyword theory:

Based on the long tail theory, I boldly put forward the new long tail keyword theory

Definition: keyword promotion process In contrast to mainstream popular keywords can bring higher return on investment keywords, called long tail keywords.

Characteristics：

1. Long tail keyword theory is applicable to all the network promotion methods related to keywords, including SEO,PPC (paid click ads, such as Baidu Auction promotion, Google AdWords, etc.), Alliance Advertising (such as Baidu Alliance, Google AdSense, etc.), Baidu snapshot promotion, etc.

2. Long tail keyword is a dynamic concept based on marketing, in a certain range, now the long tail of keywords may be converted into the mainstream of the key words, such as, "Weight loss medicine" This keyword should be very popular mainstream keywords, to from CCTV exposure Baidu on the drug bidding ranking events, Baidu increased supervision and management, a large number of drug-related products due to the quality of the enterprise can not be audited by the audit of the keyword bidding ads, that for those who have qualified advertisers, their competition has been greatly reduced, keyword Click prices have also declined significantly, the return on investment has also increased significantly, So in the Baidu bidding rankings in this area, the keyword has become a long tail of keywords, and then such as "car" this keyword, in Baidu bidding rankings (the official saying Baidu search promotion) is absolutely popular mainstream keywords, but if a lot of car advertisers do not put the Network Alliance promotion, there is a car manufacturers try to launch the Network Alliance promotion, found that the return on investment is far higher than the search promotion, that in the Network Alliance to promote the region, "car" this keyword is his long tail keyword.

3. Long tail keyword is a high return on investment keywords, is not necessarily a small amount of search or relatively long keywords. I have talked about doing SEO triple realm, the highest realm is to create keyword search source do seo, before the very fire of the so-called most profitable Sina blog (now because of the suspicion of advertising is Sina closed), the blogger created a "Zhao breast soup" This keyword, through the soft Wen hype and other network promotion methods, so that a large number of netizens to search the keyword, Flow basically all into its shop, sales hot! The keyword search volume is not necessarily very small, basically monopolistic traffic, the return on investment is very high.

4. The long tail keyword has the timeliness localization, this characteristic has similar to the dynamic concept which we talked about before, for example pays clicks the advertisement to be possible to set up the localization and the time period promotion, therefore the same key word, possibly in Shanghai Beijing and so on geographical competition intense price high investment return is not high, But in Wuhan, such as Nanchang City competitors low prices and high return on investment, timeliness of the same, such as Baidu recently launched a red envelope activity, will certainly result in short-term search "red envelopes" that the key word of the person's geometric level doubled, that did the red envelope this keyword webmaster traffic can be imagined, However, the flow of this keyword after the activity will definitely drop significantly.

Iv. suggestions on selecting long tail keywords for seoer

Talk about here a lot of SEO friends may say, you speak of these many are related to bidding, what is the use of this theory for seoer? Baidu's search results are not very strong, but the geographical results will be the future development of the direction, Here Liuzhing to do SEO webmaster Select the long tail keyword the following suggestions:

1. Do SEO before doing a good job of site positioning, such as your site is to do traffic click advertising profit or do similar to Taobao customer's CPS mode of profit, if you do CPS mode you need to choose a higher conversion rate of keywords.

2. To do a keyword ranking before the first to search for the keyword, estimating flow and input; For example, search for a keyword we found that the search results in front of the left 10 bidding, next is the open platform of Baidu a big box, and then the following is Baidu products and some portals, We can estimate how much to put into the cost to get the best ranking position, through this position can earn about how much, so Liuzhing suggested that personal webmaster should look at this point of view, will do SEO not cow x, will make money by SEO only ox x, So why would there be a lot of personal webmaster spent a big half a year to do a hot word up the flow is very little, even buy the cost of the chain is not collected back, is the lack of analysis.

3. Do not reject the SEO to bid, Baidu snapshot promotion and other means. Liu Yoon contact with a lot of seoer, I asked why not do Baidu promotion it, they all replied that do SEO to do bidding will be people jokes, in fact, regardless of the bidding or SEO is the way to promote the network, their ultimate goal is to achieve profitability, you do a keyword SEO ranking may take three months, bid only need 1 days , if you find an opportunity or blue sea, can you guarantee that no one else will find out in three months? The same for Baidu snapshot of the promotion, a lot of seoer on this performance disdain, that is crooked, before I cooperated with a customer, through the way Baidu snapshot, formed his target keyword Baidu snapshot monopoly effect, The use of flow import skills to the flow of a good import to his website, conversion rate is very high, do a Baidu snapshot may only need 1 hours, do SEO may take a longer time, so as long as it can bring the effect of conversion rate, we why ask the source of traffic.

Said the following these are not completely negative SEO, just want to do SEO friends open thinking with Liuzhing said "Pan-seo" thinking. Tips: This article is the Blue Flame member Liuzhing original, want to communicate more about Baidu bid promotion friend, please login Liuzhing (pinyin) point card mother or Baidu Liuzhing. Please retain this copyright information when reproduced.

Five, expand the long tail keyword eight directions:

The following take the product class for example, to expand the long tail keyword eight directions:

1. Texture Features

For example: "Car" as the target keyword, "Convertible car" is based on the characteristics of the product to expand the long tail keyword.

2. Areas of application and geography

For example: to "Dehumidifier" as the target keyword, "Industrial use Dehumidifier" is based on the application of the expansion of the field.

3. Brand name General model

For example: "Mobile" as the target keyword, "NOKIA5230 mobile phone" is based on product brand name and model expansion.

4. Business model

For example: "Children's wear" as the target keyword, "Children's clothing wholesale market, children's wear agents, children's wear brand to join" are through the business model expansion.

5. Service mode

For example: to "SEO" as the target keyword, "seo training, SEO outsourcing" is through the service way to expand.

6. Nature of the business

For example: "English training" as the target keyword, "English language training institutions, English training centers, English education schools" are through the nature of business expansion.

7. Sales Model

For example: to "Hand cream" as the target keyword, "Hand cream direct, hand cream group Buy, hand cream net shopping" are based on sales model expansion.

8. Internet search Intention

For example: to "lose weight" as the target keyword, "I want to lose weight, what drugs to lose weight" are through the Internet search intention to expand.

Six, expand the long tail keyword 8 tools

1. Baidu Index

Address: http://index.baidu.com/

2. Baidu Related Search

3. Baidu Keyword Association (also called Drop-down box)

4. Baidu Promotion Background Keyword Recommendation tool:

(Pay attention to match method, otherwise the data difference is different)

5. Google Magic Compass: (Google search results to the right click More search tools)

6. Baidu Promotion Search Word report

Divided into two: Baidu statistical search word report (including non-competitive search terms)

Baidu to promote search word report (need to be customized to include only bid search terms)

7. Online Consulting Software Statistics report

Business Pass, LIVE800 and other online consulting software, you can count the user trajectory including search terms

8. Other tools

Including professional software, 51, CNZZ and other statistical tools and so on.

The above is Liuzhing put forward the long tail keyword theory, because it is a preliminary commission of their own ideas, there must be a lot of inadequate or even wrong understanding, but also welcome to express their views or into my blog message suggested further amendments, thank you!

Author information: Liuzhing, 6ASEM founder, a member of the Blue Flame, division from the founder Kun, Baidu certified SEM consultant, China e-commerce Professional Managers Association, South China University of Technology lecturer, want to see the author more to learn more network promotion skills please login http://liujingyun.blog.yidaba.com.

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