Menyu: SME network SEM marketing keyword selection determines the life and death of your site

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In search engine optimization of different sites in the choice of key words there is a great difference, the entertainment site for the user group is relatively wide, but also belong to the more conventional and popular some things, then the choice of keywords is more inclined to the keyword traffic and user competition, And some commercial keywords in the choice of keywords and in the keyword layout optimization and entertainment class site are very different, because to a certain extent, the site does not necessarily have a high volume of browsing, because for business keywords, user groups are often able to bring you benefits, So now more and more friends began to bid on a lot of keywords, competition is relatively large, of course, for a small and medium-sized enterprises to choose the key words is the most important work, because it is likely to cause annual loss of millions of or even tens of millions of, of course, it may feel very incredible, But the result is often the case, because the choice of key words wrong, leading to our core customers and prospective customers to find us, then at this point basically our annual promotion of the cost basically all of the wasted, Even the original should have a customer group and business plan will be greatly reduced so in this issue we must let the real treatment, especially for SEO friends, now most of the company to provide relevant keywords to promote, of course, this to nothing, Because for today's corporate website keyword general situation is very simple, but the Enterprise website optimization has such a shortcoming is 1, the keyword competition degree is too big to cause originally not to have a cake also to be many user groups to share, so to finally basically an enterprise can get only a very small part. 2, the key word users less attention, of course, the user's attention we can from Baidu Index and Google keyword query tool can get the corresponding data, but at this point when basically we have to learn to estimate, is what keyword for us is very valuable what keyword for us is no value, Then we are in the promotion strategy of the time to do a large degree of adjustment, then the enterprise in doing the network to promote SEO when the keyword selection should pay attention to the following several issues.

1, customer group area coverage

The first point is that in our choice of enterprises need to promote the key words often encounter a problem is that there are regional restrictions on the key to the national product will be promoted by the regional promotion of products, if there is such a situation will basically lead to our customer group loss a large part of So for the Enterprise keyword selection time must see a geographical difference, cause we understand the core keyword is there is regional differences, When we understand that the user community in some key words there is a big difference in the time we must clearly understand what we do not pay attention to the keywords in the region in the end the factors are above, of course, there are only two cases, 1, the region users do not have any group keyword industry, Of course, this is also the case because many enterprises now do projects are not very popular projects, only some enterprises can use or is basically targeted at some small groups of users, so in the marketing strategy when you can consider the use of other promotional and sales channel department must choose search engine marketing, Because not any product must be suitable for search engine promotion, especially which relatively unpopular products, even if a keyword on the internet to do bidding, it is likely to have only dozens of IP in a few months, this relatively insignificant significance. 2, of course, there is a situation where there are differences in the geographical name, that is, maybe we know the keyword is only for our peripheral or only our local users focus on the key words, then often encounter this problem we must focus on, Because maybe we've been swimming in a very competitive pool and really your user community can't find you, then we have to dig a little deeper when we know that. In fact, in the keyword Choice Baidu index for everyone to play a great role, because he's at this point design above special humanization, through to different key words, can understand this keyword search the user all, this user group area exactly is what, so this suggestion many enterprises can pay more attention to.

This is our customer's product keyword, from the above we can see that in this keyword basically more than 60% of the region is not users concerned about the keyword, respectively (Inner Mongolia, Heilongjiang, Jilin, Shanxi, Ningxia, Gansu, Qinghai, Tibet, Yunnan, Guizhou, Hunan, Chongqing, Hubei, Guangxi, Anhui) So we can figure out from the above diagram, the product is a nationwide product for the user group is packaging or packaging materials for the enterprise, the country can basically cover the region, then there are so many enterprises are not concerned about the point is that there is a difference in terms of the keyword, Then we can use these data to adjust our promotion strategy and user Group keyword mining.

The following figure is the most concerned city in the country:

The following cities are relatively large cities, in which we can conclude whether the user groups in the region are middlemen or terminals, and how we should enter their markets for all of these users.

2, customer groups in the industry is not related to competitors

Do not know that you have noticed that there are many keywords in business keywords are industry overlap, but they have a strong correlation, leading to our keyword promotion when it may spend 80% of the time and cost in the original only 20% of the market keyword, This problem is now a lot of user groups have a common problem, in the end, how to set up business keywords, especially for the current bidding of the user groups may inadvertently be in the competition with dozens of companies a original you have only 10% of the market key words.

Particle machine This keyword you can search in Baidu competition is very fierce, home basically is to do the bidding, but perhaps many enterprises also noticed the problem, but did not attract attention, is that the keyword may not be the keyword you need, because the keyword how to dig deep inside, he may be a lot of industry key words , we can see from the above figure, 1, feed pellet machine 2, Straw granule machine, 3, Plastic granule machine, of course, there is a grain of the particle machine, then we can think of is for an enterprise may be users in the search time will not think too much will search a keyword, but the real existence of such a problem , so when we choose the core keywords to learn to avoid these keywords, because it may be in the Baidu auction can only have a lot of enterprises will compete with you, for example, you are doing plastic granule machine, then your competitors have Feed granule machine, Grain granule machine, straw granule machine, So, from the top down, you can basically have a 25% customer base on the keyword, of course here is an average, just want to explain the problem of the keyword, then in the word basically you have 75% of the energy and money is wasted, and here the loss will be 100%, Because you may do the keyword even if the search volume is very large then the conversion rate is a bit lower, but also there are conversions, if this keyword basically your keywords 75% of the money are all 0.

3, from competitors to see the choice of keywords

In a sense, if you want to quickly get the keyword choice is to compete with the competition, of course, this way to say good is to borrow force, in the competitor's keyword analysis, and then to determine what you need to choose the core keywords, here we should remember that, When choosing a keyword, do not be preoccupied with one of your own ideas, because it is likely that you are not aware of the project or the industry, leading to the core point of error, then we can from our core competitors to obtain the appropriate data resources, from their website to do keyword adjustment and analysis, And from the user group of keywords and competitors in the bid can only be the setting of the keyword, to determine that we set the key words and sales language to make corresponding adjustments, because we targeted search engine marketing is not only keyword selection strategy competition, but also in the promotion of the first step, Let users choose you in many enterprises, where there are basically four of music, 1, let users choose you 2, let users like you, 3, let users fall in love with you, 4, let users take you home. Then these four songs will be involved in the difference with the competitor. So start with the first.

1, let the user select your

This is mainly used in setting keywords and bidding keyword descriptor settings, such as in the current majority of users in the search for a certain keyword after the results, then now people are more intelligent, will first look at the most attractive to the user's keyword, For example, when the user in a certain keyword search results encountered a lot of choices, then this is the competition whose keyword most can impress the user then make a choice, first of all he will click on it most interested in which description:

So we get the results from the keyword analysis, the user is concerned about the problem is: 1, there is no he wanted results, such as from the above figure we see if users search for weight loss products, then the following results from the surface to basically meet the requirements of users, then the first step is basically determined to choose, So what we can see from the above picture, is the degree of concern, which is what they want? From the search results of the above keywords, I think you will be the first to notice the search results of 2, why the user to a large extent to pay attention to the 2nd? 1, Now users in the search for these slimming health products will follow a point is safe and fast, in the grasp of the user mentality of the second do a good job, because he grasped the user's two point of mind. It said that the product is a safe product, then there is a quick talk, and the actual results to illustrate this point, so the user to do the first step when the second keyword site will occupy a great advantage.

2, let the user like you

Let users like you, in fact, is to enter the site after whether there is a product he wants, this is very important, for example, you are doing weight loss products, but after entering the page and there are breast, and there are weight loss, and health care, then they have to make a choice when there are a number of choices, so before also said the problem , is unable to reflect the advantages of weight loss products, in other words, when users enter several sites to do comparisons, your site certainly does not occupy the advantage, because other people's site is a separate weight loss, the above information about weight loss is very detailed, and the content, products are done very fine, Then at this time may give the user the feeling will reduce the half, then we very likely can cause a very large part of the user all to lose, therefore when the user enters the website, you have not thought that they really want the result is what?

4, let the user fall in love with you

Let the user fall in love with you is actually very simple, if the previous points can be done after the basic this is a simple strategy and the user analysis of the whole problem, so let users fall in love with your products mainly to let users thoroughly understand your products, then only in this way we can more let users fall in love with your products, Then we routinely have to do a few things.

A, users understand that your first priority is to understand whether your products meet the requirements of users, products are corresponding to whether the user needs and can achieve what they want, otherwise basically all do not consider.

B, your Web site has not solved their problems, this problem for many people often have a fault on this issue, such as your product users most concerned about the problem is his security, operations, technology, and peer differences and so on. Then they are most concerned about the safety of the problem, you do not give them a security, to be in the product has been mentioned a problem, our products are how cheap, our products than peer prices are much lower, of course, the consequences are obvious, may feel a little funny, in fact, this problem exists, Maybe users will think you crazy ah, cheap no good goods, such a cheap product how can be safe, this product is a cottage is a liar, or do not choose as good. So encountered such a problem basically can not bring us a deal, but will cause some negative things, the sale of products and the establishment of the brand will have a great impact, even if the user does not choose you may feel that your products are not at all, can not give users the greatest protection.

5, from a number of keywords to choose the most business value

Business keywords to do the most valuable, the problem in front of the point is that business keywords and ordinary keywords are not the same, first business keywords are able to the general user's focus on keywords will bring profits and revenue of the keywords, then this kind of keyword if we want to do expansion we will make a lot, But the real value is not high. The conventional way is to choose the long tail keyword to do, this kind of relatively will have a great advantage, 1, the degree of competition is not very high, then in the product sales will be more accurate. 2, keyword relevance is high, easier to get our target customers, direct transactions will reduce a large part of the garbage customers, playing one for example. There are so two keywords, the first one? is the search volume and competition is very fierce keyword, the second? is a small competition, but the user attention is very low keyword, for example. Mobile phone this keyword, and nokia mobile phone this keyword, then we can get two data from these two keywords is the mobile phone this keyword obvious than nokia mobile phone this keyword competition degree is big, and the user group of attention also many, the competition is also big, then for example you sell now is the Nokia handset, So every day from the mobile phone this keyword can get 50,000 of the traffic, but the conversion rate is less than 2%, but if another keyword is nokia mobile phone this keyword 5000 search volume, but the conversion rate can reach more than 60%, then if the two keywords in the competition is 8 dollars. One is 5 dollars, how would you choose? Of course, if you have a mobile phone profit of 200. Then in front of sales for 2%, then basically only 200,000 yuan of profit. But the key word for 8 dollars, then basically lost 200,000. But if the following keyword is basically able to do 600,000, then we subtract the promotion cost of 25,000, then basically this profit is at 575,000 yuan, of course, just a metaphor, from this analogy we can see the importance of a keyword choice. So there is no value to us, and competitive keywords we can choose the right way.

6, the choice of keywords for the overall classification and expansion

Of course, the key word expansion is to be able to use this way to a key word control and optimization, there is the value of the keyword, then we are here to understand the value of those who are relatively high choice for us, from these keywords to obtain real user traffic, the conventional way is 1, Index and keyword analysis tools. 2, keyword flow tracking. 3, the user group relocation and selection, remember the last time I do a customer is Plastic granule machine, then they mister asked me you do not have the problem of Plastic granule machine, but we do not sell plastic particles, why this keyword you also do? Maybe a lot of people wouldn't understand, Is originally these two are almost two industry key words why will put together? In fact, this is a basis, in the early understanding of the survey and users to communicate after the discovery of a problem, is often a user said they want to do this project, But first on the internet to understand how the equipment produced by the marketing of products, then this kind of crowd is also we must grasp the crowd, and they are in a sense our core customers, So from this point of view the user's psychology we can find that users sometimes search more prone to their own eyes to see something.

7, choose appropriate keyword analysis to choose the appropriate way to promote

The last point is that when we do a certain keyword promotion must be appropriate, earlier in the previous has said that the choice of a variety of promotional methods, because in the Internet, if we choose a core keyword after we want to maximize the exposure of the keyword, in this question, before the above mentioned, In terms of the difference between the keywords we are promoting the way the above will have a large degree of difference, so hot keyword we can use the way of bidding, because even if the choice of optimization, may be the first one will be 11, compared to what we get from the keyword is not cost-effective, so we have to consider whether to bid, So if it's a generic keyword, we can use it, Baidu know, Wikipedia, stick, as well as search engine optimization and with the blog, business-to-business information release and so on to complete, of course, if you encounter a very unpopular keywords, then in this issue we will use the combination of business-to-business information to publish the title of the method, By the weight of other business-to-business websites to improve the ranking of the keyword, now this way is also a good effect.