The main theory of keyword strategy in SEO

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There are two main theories about keyword strategy in SEO:

1. Long Tail theory

The long tail theory is a new theory of the internet age, which is proposed by American Anderson. The long tail theory holds that due to cost and efficiency factors, in the past, people can only focus on important people or important things, if the normal distribution curve to describe these people or things, people can only focus on the "head" of the curve, and will be in the curve "tail", need more energy and cost to pay attention to most people or things ignore. For example, when selling products, manufacturers are concerned about a handful of so-called "V I P" Customers who have no time to take into account the majority of ordinary consumers in the number. And in the network age, because the cost of attention is greatly reduced, people may pay attention to the "tail" of normal distribution curve with very low cost, pay attention to the overall benefit that "tail" produces even surpass "head". For example, a famous website is the world's largest online advertiser, it does not have a large customer, revenue from other advertisers are ignored by small and medium-sized enterprises. Anderson believes that the network era is concerned about the "long tail", play a "long tail" of the benefits of the era. Long tail theory is very useful for keyword strategy in search engine optimization. That is, although a few core keywords or generic keywords can bring more than half the amount of traffic to the site, but the combination of a very specific number of keywords--that is, the long tail keyword--can also bring considerable traffic to the site, and these long tail keyword searches create a higher rate of customer conversion, is often much higher than the conversion rate of generic keywords. For example, a Web site visitor who uses the generic term "search engine optimization" to reach a visitor to a site with a search for "Hangzhou Search engine Optimization" is more likely to convert to the site's customers. This is the study of the user keyword search behavior dispersibility and the value of the decentralized keyword strategy.

In the process of implementing a search engine optimization project, keyword research and selection is a very important task, and this work will always be accompanied by the beginning of the project to the end. Its birth in the keyword decision to the search engine optimization workers widened the idea, according to the past, most of the search engine optimization service providers focus on the site's core keywords, emphasis is also the Core keyword rankings, but ignored some small flow of keywords. Now more and more network marketers pay attention to the long tail keyword in the website, and spend more on the long tail keyword extension. This is actually a kind of inevitable, because the core keyword ranking traffic is too fierce, will spend energy on the keyword optimization is not hot can still get to the core keyword equivalent to the flow, so the way is to win the keyword coverage, Mickle, Mickle.

2. "28" principle and SEO keyword strategy

The "28" rule was founded 100 years ago by Baledo, an Italian economist. In his view, the most important of any group is only a small part, about 2 0, and the remaining 8 0, although most, are secondary. "28" in the marketing link, the main embodiment of two aspects: first, the focus of products, the second is the key customers. That is, 80% of the sales of enterprises by 20% of the key commodities completed, the Enterprise 8 0 of the sales are by 2 0 of the core customers completed. If we can find out these 20% customers and provide better service, it will undoubtedly be of great help to the development of the company and the growth of the performance.

"28" rule, use in the Search Engine Optimization service link keyword rank service one link is more apt. Customers pay attention to search engine rankings, contact search Engine Optimization service when all say we want to optimize a certain keyword, these keywords are our company's core business keywords is the main source of revenue. The "28" rule is actually leading us into a Red Sea area, because the Enterprise 8 0 sales are completed by 2 0 of the key commodities, so this 2 0 has become a large number of enterprises will compete market share. "28" law is not suitable for use in the search engine optimization industry, from the overall view or more harm than good. We have a large, medium-sized portal to give an example: the general large and medium-sized portal content is very rich, the content of the site is very great, the focus of optimization 20% content can not be upgraded to a higher level of web site traffic, 80% of the content is the search engine optimization to improve the site traffic focus. Large and medium-sized portal traffic structure is composed of "long tail theory" rather than "28" rule. Therefore, in the face of such a situation, we should use the "long Tail theory" as a large and medium-sized portal to search engine optimization projects the main idea. In doing search engine optimization projects, the first thing we have to do is to identify the core business keywords and then analyze the long tail keyword. The core part of the key word is the "28" principle that the main focus of the catch. Reasonable scientific website traffic structure should be from the "28" rule to the "Long Tail theory" evolution, because "28" represents the main customer of the enterprise, "long Tail theory" represents the excavation of potential customers. To a daily/1000ip flow site for example, of which the "28" law represented by the flow of 300IP, "long Tail theory" represents the flow of 700IP. Such a web site traffic structure is the most secure for the customer's website, that is, to seize the "28" rule of the flow and use the "Long Tail theory" to excavate the potential customer traffic, to avoid the risk of putting all the eggs in a basket. Because of the particularity of the search engine optimization industry, the "28" rule applies only to the keyword ranking service of one of the search engine optimization services. The reason why the "28" rule cannot be used in the whole Station Optimization service field of search engine optimization is that the "28" principle is too narrow. However, whether the "28" rule or "Long tail theory" is good, there is a reason. We are in the implementation of search engine optimization projects also need to be based on the actual needs of customers, at any time to change the search engine optimization strategy, in order to ensure the maximum effect of the project.

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