SEO keyword selection

The article directories

preface

Choosing the right keywords is one of the most skillful parts of SEO. Only by choosing the right keywords can website SEO go in the right direction. Determine what keywords determine the important next steps in site content planning, link structure, external link building, and so on. Before going through the steps for selecting keywords, let’s discuss the principles for selecting keywords.

1. Relevant content

Target keywords must be relevant to the content or product on the site. SEO used to be popular in the early days of setting up and even accumulation of search times on the page but there is no actual correlation with the site keywords, also played some role, can bring a lot of traffic. Such practices are now obsolete. Website need is not only flow, more should be effective flow, can bring order flow. It makes no sense for a site to rely on deceptive keywords to bring visitors but not convert them. Such rankings and traffic are not assets but burdens that serve no purpose other than to consume bandwidth.

If your website sells “Shanghai lawyer services” or “weight-loss tea with special effects”, don’t rely on keywords like “World Expo” or “Andy Lau” to drive traffic. Regardless of the difficulty or possibility, even if visitors come to your site searching for irrelevant keywords, they won’t buy your product or service.

Of course, some types of sites don’t have to enforce this principle. For example, news portals or information sites that rely solely on advertising. Many portal site content is all-inclusive, what query words have corresponding relevant content, the site does not sell products or services, for these sites, as long as there is traffic, can display advertising, there is a certain value.

Second, search times, small competition

Obviously, the best keywords are those with the most searches and the least competition, which ensures the lowest SEO costs and the most traffic. Unfortunately, the reality is not so ideal. Most of the most searched keywords are also competitive keywords. However, through a large number of meticulous keyword mining, expansion, listing the search times and the degree of competition data, or can find a relatively large number of search times, relatively small competition keywords.

The number of search times is more direct and simple. Google keyword tools, Baidu Index, Baidu bidding background and so on all provide search volume data.

The determination of the degree of competition is more complicated, with more reference data and greater uncertainty. This part of the content please refer to my “keyword competition degree judgment” article.

Keyword efficiency can be roughly judged according to the number of searches and the degree of competition. In the case of the same investment, words with high keyword efficiency are more likely to get a good ranking, which can bring more traffic.

Three, the main keywords can not be too broad

This is actually a natural consequence of the above two points. Keywords are broad, the competition is too big, the cost is too high, the search intention is not clear, and the conversion rate will be reduced. Do real estate companies, take it for granted that the “real estate” as a target keyword, do tourism companies to “tourism” as a target keyword, which has made the main keyword is too broad.

The general industry name is too broad words, such as “news”, “tourism”, “electrical” and so on, the day demarcate in this broad word, or do not go up, or cost a lot of efforts to do up found conversion rate is very low, the gain is not worth the loss.

Of course, if your company is the industry’s absolute No.1, it is not too polite, do not have to leave the industry term to others, although the flow of the word and the long tail total flow, may only account for a very small proportion, but the word is more about the brand.

Four, the main keywords can not be too special

The choice of main keywords should not go to the other extreme. Words that are too special and long will be searched less often, or even not searched, and cannot be used as the main keywords of the site.

If the word “lawyer” is too broad, then “Beijing lawyer” is appropriate. Depending on the business scope of different companies, “Beijing criminal lawyer” may be more appropriate. But if you choose “Beijing Xinjiekou lawyer” is not reliable. This has been a long tail of keywords can be considered within page optimization, on the home page of the website is certainly not appropriate.

Too special keywords also include company name, brand name, product name, etc. Therefore, the site main keywords (or known as the site core keywords) can neither be too long, too broad, nor too short, too special, need to find a balance.

5. Commercial value

Different keywords have different business value, even if the search volume, difficulty, length is the same, will lead to different conversion rates.

For example, people who search for “PRINCIPLES of LCD TVS” have low purchase intent and business value. They are most likely doing research to learn about LCD TVS. The increased value of users searching for LCD TV pictures is likely because they want to see what options are available in the process of buying or looking for LCD TVS. Search “LCD TV price”, purchase intention greatly increased, has entered the product comparison selection stage. A search for “LCD TV promotion” or “LCD TV purchase” increases the commercial value of the search, and a great sale information may prompt the user to make a final purchase decision.

When doing keyword research, SEO personnel can query a large number of search terms in various ways, and can judge the purchase possibility of different words through common sense. Keywords with strong purchase intention and high commercial value should be the first consideration when optimizing, regardless of content planning or internal link arrangement, should be focused on.