Intro: 1. Search engine marketing is carried out around keywords, for the purpose of obtaining keyword rankingtwo。 Collecting and selecting the right keywords is to start the most basic work of seo1. Keyword
1. Search engine marketing is carried out around keywords, for the purpose of obtaining keyword ranking
two。 Collecting and selecting the right keywords is to start the most basic work of seo
1. Keywords are the first step for customers to search for relevant information.
two。 Keywords represent the customer’s search intentions and search habits, and represent what words the customer will search for you or your products and services
3. Keywords are related to every work of seo and are the prerequisite for a lot of work. If you do not do keywords well, it will lead to a lot of work can not progress.
How to choose keywords
1. Keyword selection should be related to products and services
two。 Neither ranking nor traffic is the end, but the transformation of effective traffic is the purpose.
3. Hot keywords are generally very difficult.
1. Core keywords
two。 Long tail key words
Generally speaking, it refers to the keywords identified by keyword analysis, which may be used by the target customers of website products and services, including industry words, product words, brand words and so on.
Core keyword features:
It usually appears on the home page of the website, that is to say, you need to determine the keywords of the home page first.
The search volume is relatively large.
High degree of competition
To match the products and services of the website
If there is no correlation, it is generally impossible to choose as the core keyword.
For example, if the website wants to make “special effects diet tea”, “dress” and “women’s wear” are not appropriate.
High search quantity
The competition is large and the optimization is difficult.
It is suggested that the words with relatively moderate difficulty should be selected as the key words after comparison.
The core keywords should be selected in the following logical order
Correlation-& gt; popularity-& gt; Competition degree
The keyword search quantity of cold door industry is relatively low, but there is no substitute word, in this case, we can choose the keyword with low search quantity as the core keyword.
Example: “sodium trichloroisocyanurate” in chemical industry; or brand word
The core keywords of the general website are directly promoted as the target keywords of the home page of the website, which are reflected in the title of the home page of the website.
When there is an inclusive relationship between keywords, both words are chosen as the core word, or longer
Example: erp and erp systems
Long tail key words
Refers to the core keywords related to the search volume of keywords. It is generally the key words that expand from the core keywords. It is based on the application and extension of the long tail theory (at the end of the explanation).
It usually appears on the content page, that is to say, the content page should also be done around the long tail keyword.
The number of searches is relatively small and unstable.
A long, often multiple root composition, or even a phrase.
As long as the general search quantity is not close to zero, you can do so.
Generally speaking, the keywords with high correlation and strong target are selected as the keywords with long tail.
Example: if I want to travel to Henan, I usually search for “what interesting places are there in Henan?” List of tourist attractions in Henan Province
Generally speaking, the keywords with less competition are selected as the keywords with long tail, and the keywords with great difficulty in popularizing can not be used as keywords with long tail.
Popularity-gt; correlation & gt; Competition
The long tail keyword search quantity is low, the competition degree is low, the target range is accurate, while the core keyword search quantity is high, the competition degree is higher, the target scope is broad.
Long tail keywords are generally based on core keyword expansion
The search quantity does not make the special request, some we predict that a keyword will be popular in the next, and has the correlation with our website, we can also pre-select as the long tail keyword to promote.
Ex.: the upcoming mobile phone, the upcoming film
Step 1: collect basic words and expand keywords
Step 2: screen core keywords and long tail keywords
Methods of keyword collection (6 dimensions)
Baidu drop-down menu
Baidu related search
Baidu Index index.baidu.com
Analysis of the same industry website (visit the competitor’s website to find out the keywords used by the competitor
, Title, keywords, description, navigation and columns)
Third-party tools (webmaster tools-keyword mining http://s.tool.chinaz.com/baidu/words.aspx)
Other (synonyms: hotel-hotel-hotel
Related words: network Marketing-seo-sem
Abbreviated: Peking University-Peking University
Wrong words: Peking University-by-University
Place names: tourism-Beijing Tourism
Brand: mobile phone-Xiaomi mobile phone / Apple phone
Qualified words and adjectives: host-free host TV-TV price
Use scene category: flowers-wedding flowers / birthday flowers
Query index and competition degree of keywords collected, and organize them completely: keywords, index, optimization is difficult and easy
Initial lock core keywords: number, include
According to different categories, the core keywords and long tail keywords are compared and determined, and the long tail words are grouped into groups.
When keyword collection, these six dimensions need to be used in combination
Only by finding more words can we understand the needs and characteristics of customers more accurately.
Perhaps some people will ask whether the core keywords are important or the long tail keywords are important?
There is no difference between the core keywords and the long tail keywords.
Why should SEO focus on long tail keywords?
Long tail keywords are relatively easier to make
In theory, long tail keywords can flow more than the core keywords, thus affecting the weight of the whole website, and then affecting and promoting the core keywords.
Long tail theory
Long tail (The Long Tail), also known as the long tail effect, was originally published in 2004 by Chris Anderson (Chris Anderson), editor-in-chief of Wired, to describe the business and economic models of sites such as Amazon.
It refers to the phenomenon that those products or services with small sales but many kinds of products or services that have not been paid attention to in the past are due to the huge total amount and the cumulative total income exceeds that of the mainstream products.
In the field of the Internet, the long tail effect is particularly significant.