Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall
, founder of the world famous SEOmoz company Randfish said: "All SEO is nothing more than two elements: to meet the search engine friendliness and keyword research." Keyword planning in search engine optimization and competitive advertising plays a role in Kapitalmakes, the importance of how to emphasize also can not be divided.
keyword planning is based on keyword research, we encounter the biggest challenge is the information is scattered and hidden, to find out the truth, the thread, need to have detective-like technology and thinking.
Red engine This period "car Audio" keyword planning research, put forward some valuable ideas.
. The key words of the genealogy
from the current report, the results of different people's recommendations vary widely. This is also the current keyword research of the normal.
is there a standardized process in which people with different levels of experience, as long as they are based on this process, have a similar result? Just like the factory assembly line, as long as the workers after the general training, can produce a basically consistent product, rather than grasp in the hands of a few senior technicians?
Nangong's report and CHRIS.E's report are quite classic, giving us quite a lot of inspiration. In the follow-up discussion of QQ group of Red-Train Alumni Association, we put forward a kind of "genealogy method" of the process of thinking, see the following figure:
"Genealogy" study the core of the key words, not first guessing or looking for keywords, and then summed up to the family tree, but in turn, try to do the blank, in order to fill in the blanks to find and observe the relevant sites, from these sites to fill in the family tree.
the most benefit of this method is to observe the relevant site, consciously find synonymous with synonyms, as well as inclusive products, easy to find literal unrelated brother words, grandson words; This method is also very useful for the structure design of the website, especially the optimization of the sub channel and the Inner page.
when it comes to keyword research, it's generally emphasized that finding opponents ' websites through engines and observing opponents ' sites is often limited to the target keywords that customers provide.
"Clan method" not only attaches importance to rival sites, more attention to industry-related sites, not only focus on keywords, more attention to related content, product Classification organization. Not only focus on the target keyword Platoon search results forefront of the site, more attention to the content planning, the industry authority of the high level of the site.
keyword research has a time cost problem, the genealogy method can guide the analyst to use the shortest time to establish the initial complete keyword frame, is far more reliable than pats the head, the divergence investigation. On this basis, if you can conduct direct user research, it is better.
two. Search Motivation
keyword Research is focused on the potential user generated with the site services related to the needs of how to retrieve, which search words brought visitors to the site has the greatest value. Therefore, the user search motivation behind different keywords is more important than traffic. Select the keyword, first of all, select the search motivation.
can play a very good guiding role in the keyword planning of matching search motives. For example, it is possible to find that a large number of high-value people are not directly searching for the target keyword, but rather searching for the "grandson word" (for example, searching for a subordinate product).
in this seminar, Kai stressed that "after the pack market customer base is mainly facing the car decoration service enterprises and end consumers, the current domestic market development space is very large, they should be car audio enterprises to carry out network marketing the most important target customer base"; Lenoza tips If it is a personal user query car audio keywords, the purpose may lie in the auto audio system modification ", water attention to" auto parts agents ", are the purpose of a very clear search motivation choice.
especially Kai's report, the market analysis is very old, it is worth repeatedly experience.
The most important decision is how to use and transform the search motivation after selecting the search motive and deciding to obtain the relevant traffic. In addition to the regular business transformation, there are many places to use their brains, KYW had a wonderful discussion:
"At present, the cake is still small, potential users in the ignorant state, the main products are mainly offline sales." This state, the site should pay more attention to the function of educating customers (tell them the advantages of our brand, let users understand our products first), do not make the traditional corporate web site, positioning industry portal better. Let your brand first appear in the eyes of potential customers (page ads), a few years later the market gradually mature, website popularity also has, then the site is the weight of the competition, and even sell the opponent's products, this is the big companies, the value of the site is far more than selling their own products. So I propose to set the station goal: to seize the potential customer resources, so that the cake in their hands to become larger. ”
Chenggong also made good suggestions from the angle of economic analysis.
three. Engine Information Utilization
The
engine provides important information about key keyword recommendations, and unfortunately, the engine's related words are recommended and can only be found in word-related words. This aspect is far inferior to "clan method", can analyze the related site to find the literal completely irrelevant high value word.
Baidu and other engines provide the relevant keywords to provide a hint of the search, this is very important, but also often misleading the target is not clear analyst, too much consideration of traffic indicators rather than effectiveness.
we suggest that keyword analysis should be based on the structure of visitor needs, do not focus on traffic, and do not focus too much attention on accepted keywords or customer-proposed keywords.
The ancient mind noted that "different engine related search is not the same", this is very interesting, do not know whether the engine to use the difference between the crowd or the recommended algorithm. See more than a few engines of related search, will be obtained.
in the keyword selection, 13 scholar reminded, "must pay attention to the search of Chinese word segmentation technology may be your key words into a number of words." On this point, SEO Geek Hill has a classic example.
Four. Use of site statistics
often see the article emphasis on site statistics for the role of the keyword planning. However, the statistics of their own sites, influenced by the history of the site, information is inaccurate, in the early days of keyword research, site statistics can only let you in the reform to avoid losing what you already have, and can not let you get new things. So there's no need to ignore the original statistics at the beginning of the keyword study.
in the New keyword selection, site content structure reorganization, site statistics is very useful, can play a good role in inspection. Keyword check skills and tools, you can refer to Ho Tian before this article.
Five. Summary
in the past, the article on the planning of key words is not a lot, the actual case is less. This issue of research, around a specific topic "Car Audio", we have done a detailed analysis. Careful observation of the ideas and findings of each report, even veteran, there will be harvest.
due to time relationship, the summary and discussion in this period is hurried, many important content is not discussed. For example, how to establish the ECHELON structure of keywords, how to improve the conversion rate of keywords, how to investigate the actual demand after the search motivation, etc., to be discussed later.
: Red Engine Network Marketing case Study www.hongqing.org reprint please indicate the source by link form
