Why study keywords

The significance of research keywords lies in the following aspects.

The article directories

preface

One of the biggest mistakes a beginner can make is jumping into a field on first thought, skipping competitive research, and starting a site without a clear keyword plan. Doing so often leads to two results, one is that they want to do the keyword ranking how also can not go up, two is that they think a good keyword, ranking to the first no flow.

Conducting competitive research to determine the right keywords is the first and essential step in SEO. Competition research includes keyword research, competitor research and evaluation and diagnosis of existing websites, among which keyword research is the most important.

First, make sure the target keywords are searched

The choice of the site’s core keywords can not be taken for granted, must go through keyword research to ensure that this keyword really has users in the search, no one search words have no value.

People who don’t know much about SEO often think of the company name or their product name first when they decide to target keywords. But when a company or site has no brand awareness, no user searches for the company name or site name. Product names that do not contain the generic name of the product are also often not searched.

A lot of times, even using the most common names in the industry doesn’t necessarily have enough real-world searches. The most typical is the word “SEO” itself. Baidu index shows that “SEO” is searched more than five to six thousand times a day, but many of those who search “SEO” are webmasters studying and recording the latest trends in the ranking of the word “SEO”, rather than being interested in SEO services.

To determine the right keywords, the first thing to do is to make sure that the user searches a certain number of times. If you make the wrong choice in this regard, the impact on website SEO can be disastrous.

Second, reduce the difficulty of optimization

Finding searchable keywords doesn’t mean targeting the most popular, most-searched words, but considering the likelihood of doing so. Although search “news”, “lawyer”, “rent”, “air tickets”, “weight loss”, “travel”, “cosmetics” and other words of the users are many, but for small and medium-sized enterprises and individual webmasters, to do these words in the first few, it is very difficult. It can be said that without strong resources and human support, we do not have to think about it. ,

Do keyword research is to find the number of times to be searched more, at the same time not too difficult keywords, website optimization is likely to achieve better results under a certain budget, cycle.

Spending your time, energy, and budget on impossible goals is a waste.

Third, find effective flow

Rankings and traffic are not the goal, the conversion of effective traffic is the goal. Even if the company is strong enough to rank some very popular general keywords at the top, it may not be the best choice for the input-output ratio.

Assuming that a website offers lawyer services, the core keyword “lawyer” is generally not the best choice, as it is difficult to determine the motivation and purpose of users searching for “lawyer”. Users may be looking for lawyers, but they may also be looking for content on the bar exam, or they may be looking for guidance on college majors.

If the core keyword is set as “Beijing lawyer”, the target is much stronger, and users have revealed certain purchase intentions. Further, if the target keyword is set as “Beijing criminal lawyers”, the purchase intention or commercial value is higher, almost certainly the user is looking for a specific region, a specific case of the lawyer services, such search users come to your website, the possibility of conversion into customers will be greatly increased.

Of course, if your company is indeed a national legal services firm or law firm that covers all types of law and legal services, and has enough manpower, material resources, and patience, it might as well use general words such as “lawyer” as the target keyword.

Remember, traffic itself is not necessarily an asset, it is likely to be a waste of bandwidth, customer service unnecessary pay, only can transform effective traffic is an asset. It is the purpose of keyword research to find the target keywords with accurate and high potential conversion rate.

Fourth, search diversity

Search terms are not limited to popular keywords that come to mind easily. Users use a wide range of search terms, many of which are unimaginable.

According to a February 2009 study by Hitwise, users are actually using longer search terms. The table shows the changing trend of user search keyword length from January 2008 to January 2009.

Keywords Click proportion
The theme In January 2008 In December 2008 In January 2009 Than change
A word 20.96% 20.70% 20.29% – 3%
Two words 24.91% 24.13% 23.65% – 5%
Three words 22.03% 21.94% 21.92% 0
Four words 14.54% 14.67% 14.89% 2%
Five words 8.20% 8.37% 8.68% 6%
Six words 4.32% 4.47% 4.65% 8%
The seven words 2.23% 2.40% 2.49% 12%
Eight words or more 2.81% 3.31% 3.43% 0

As you can see, the percentage of searches for keywords of less than 3 words is declining, while searches for more than 4 words are increasing, and the longer the word, the more it increases. Hitwise’s study looked at English search, but there’s no reason to think Chinese search won’t follow the same trend.

With more and more experience in searching, netizens have learned that searching for short, general words often fails to find the content they want, while searching for more specific and longer words is better. Anyone who has done a website will see from traffic analysis that many users are now searching not just for keywords, but for complete sentences.

More specific, longer search terms are very important, both in terms of user intent and business value, and in terms of search term length. SEO personnel must know, in addition to the search industry, users are also searching for more specific words, search times is how many, so as to determine the site’s core keywords.

conclusion

Everyone has limitations. It’s easy for people who develop and sell particular products to narrow their thinking to the words they and their colleagues use most often. And users have so many different needs and experiences that they search for all kinds of words we can’t think of.

Searching for keyword extensions, or analyzing site traffic, is a very interesting and often serendipitous job for SEOs. My personal experience is that it’s easy to use keyword tool recommendations to mine for relevant keywords, and it’s easy to see too many queries that you would never search for, but that people are actually searching for.

In this process, subjects and modifiers with common or obvious trends are often found. Splitting, combining and integrating these words into websites, or even adding new columns, is one of the best ways to find new opportunities and expand content sources.