The common methods of user requirement analysis

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What are the biggest factors that affect SEO in the future? Now the user needs and user experience of the topic has been a lot of people in the discussion of the topic, but like SEO rankings, there is still no good system, basically still in a chaotic state, we all know that the user needs are very important, but how can not find how to deal with. Here are some small shares of Coke to do, I hope to help you.

No1, search behavior and users ' real needs

Want to do user needs analysis, the first step is to find out what the user's real needs, and this is the key to the audience, as long as a deep understanding of what the audience is, we can continue to understand its core needs. Give me an example of Sina blog SEO Training Alliance, because some people do not understand why I dare to say that my blog than other people's SEO training blog or website more to meet user needs. In the previous SEO awareness, user needs is what, most of them think is to dig a lot of long tail words (because of this search behavior), even now many people also think that the real needs of users are equal to dig the key words, such as doing SEO training, the article wrote a lot about SEO training long tail words is to meet the needs of Otherwise can not meet the needs of users. In fact, this is a complete misunderstanding, if I remember correctly, Web information architecture The third chapter of the book says that the first step is to separate the search behavior from the user's needs, find out which is what the user needs most, and focus on what is most valuable.

This may be difficult to understand, why the relevant search behavior is not equal to user needs? We have the following specific, such as search "SEO training" the word, they are what people, what are their real needs? If we are most intuitive to think, the search for the main 2 categories of people are some novice, Mainly need to find a reliable SEO training institutions to teach them some basic SEO knowledge, this kind of people in fact, most of them are bidding or seowhy picked up, there is a class of people who have the basis of SEO but the reality encountered problems need to have a new direction, their biggest demand is to learn new things. So if SEO from the perspective of the word SEO training, to meet the needs of users the biggest problem is to provide new knowledge points or ideas, but also a reliable knowledge and philosophy, which is to do SEO training of the largest user needs, rather than on the site or blog to get some so-called long tail words, Because on your blog site or an SEO forum to see there is a difference. If your site or blog is where to send out the chain of good, keyword density how many suitable for this kind of long tail word composition of the article, imagine search this word most users see a point to open your site once, will look back on you?

To give another example, for example, users search "free information site", the surface of the user is to find a can publish information station on it, but you think carefully, if only to find a message station, in fact, he can search a very short very common words on it. If you put this word even if you have a good ranking, users can find you, your site can also send information, but the published information no users to see, also not included, then the release of the information will continue, you can say you meet the user's real needs? Definitely not. So the user's search word behavior often indicates that the user is there is this demand, and does not represent the real needs of users, the two are very big difference. Do SEO, I see is a lot of people are digging words as the first task, and will not pay attention to the word searcher real demand is what, so do a lot of long tail word page do not know this service even he can not provide ...

NO2, long tail word and information attribute

If you dig up a lot of long tail words, how to deal with? In fact, the night-interest in the big God has said http://bbs.zhanzhang.baidu.com/ Thread-10327-1-1.html, I will not Dog, here to say another angle, that is, search the long tail of the word is not unprovoked, many times we get a large number of long tail words sigh is the user demand is really elusive. In fact, most of the user's search is to render a certain pattern, which is the attribute of information.

About the information attribute, this is a completely unfamiliar concept in many seoer, I also from the next kitchen founder Itony where learned, later I found this thing very useful. Specifically, depending on the nature of the information, information (such as a Web page) has roughly 3 attributes: categorical, meta, and retrieval properties. Specific such as Zac Great God's blog, classification attribute is the classification of an article, the meta attribute refers to the tag class, the Retrieval property is for example, according to the time of the archive. In general, almost all blogs are organized according to these 3 types of attributes, of course, the nature of the information is actually more complex than the organization of this blog, but at the same time more of the value of research, because for fixed-attribute information, the user's search is based on his attributes to search, In other words, we can expand the user's requirements according to the attribute of the information, and can excavate some long tail words which are difficult to excavate according to the attribute of the information, and can hit more users ' needs by highlighting the attributes of the information on the page ...

The function of information attribute is far less than this, in some text information recognition, processing, have very important function, for example our common keywords and description, they also belong to the two kinds of meta attribute, one is the meta meaning attribute, a meta descriptive attribute, Has played an important role in the literature on the processing of texts.

At present, for the long tail word mining technology and resources increasingly rich, long tail demand is also growing, at this time need to understand the needs of users more to meet their deep-seated needs, and for information needs of learning or research, we have been using a classification, such as the night-time article said the final classification, But in addition to the classification, in fact, we can combine the information of a variety of attributes, to think about where the meeting point, deep level to meet the needs of users for the current Internet is undoubtedly the most needed.

To give a simple example, I have seen "the life of the Duel" This film, the first paragraph I would like to continue to see the film, but forget the name of the film did not know who the actor or starring, but the most clear is that a female knife is lame, very powerful. Later I Baidu search under the "Hong Kong martial arts lame Female knife", this is a very obvious meta attribute search, to know that this kind of search in the current is no result, because all the movie station of the most concerned about? classification attribute, is no one to do this kind of attribute, in fact, I am most surprised that I am not a person so search, Because you can see the Baidu is also someone in Baidu to know about the consultation, explain what? This kind of information is also being searched. This kind of search may be few, but a movie's meta attribute in fact many such as the movie's broadcast resources, the resources clarity, the director, the actor, the age, the region, the plot, the main person, contains the element and so on, actually should have the massive information to be searched but did not provide, And to know that the long Tail Word mining tool mining is always searched by people, new no one search or search the amount of very low but the search pattern of a single information attribute has been hidden, so I think the study of long tail words, do SEO can also learn information attributes?

NO3, information display mode and user search mode

User search mode is how users will look for a message, the mode of information display refers to a piece of information needs to display. Specifically, we can give an example to illustrate: for example, we search "Beijing SEO Executive Treatment" Information users how to display is to meet the needs of users, it is obvious, such as Baidu's top 3 are some comprehensive data processing after the display chart, because people search the word is to know a general level of synthesis, So we say that through this type of presentation is to meet the demand, and 4, 5, 6 are obviously a corporate treatment show, information display mode and user search does not match.

(Information display mode to meet the needs of users)

(Information display mode that does not meet user's needs)

Examples that do not meet the user's search patterns, such as 58 city recruitment information

The title of the

Job content page is a position, therefore, it is difficult to meet the needs of users search, because this title shows such as SEO supervisor such words, users search for such words when they want to see a list page rather than a content page, that is, information display mode is not match, But this kind of content page can and another user search pattern match, for example Enterprise name +seo Executive recruit, and this piece of information is the subject of a certain enterprise in recruiting SEO supervisor, so modify this according to the user to this information search mode more appropriate, And heard that this kind of information demand is also very large, and similar SEO supervisor such words can be information aggregation page to do, but also more in line with the needs of users.