Keyword research is often not properly understood in the SEO world. I have written several articles about keyword research and published it on SEOmoz, and I believe it will definitely be the content to guide a successful SEO campaign in the future. These are some common mistakes I see people make when doing keyword research.
Mistake 1 - You are not realistic
“It’s better to have a big little pie than just a small piece of a big pie.”
Keyword research may seem like a simple task. You use a keyword search tool and find keywords that have a high search volume and are highly relevant to your website. Sadly, don't do this if you want to see real results.
For many companies, those keywords with high competition are difficult to control - at least in the early and mid-term stages of optimization. The research on some good keywords must be realistic and the selection of keywords must be considered from aspects such as the age of the site, and even the current weight and future optimization of the website.
Setting just one target keyword is very impractical and seems to be uneconomical - people who search for "Toshiba notebook 1670" should be more likely to buy than people who search for "notebook" - think carefully about which one. The conversion rate of words is higher. There is nothing wrong with choosing some common keywords. If your project has a limited budget and you want to be effective in the short term rather than doing SEM, then it is a good idea for you to choose some less competitive keywords. decision.
Keywords with low traffic and low competitiveness do not play a decisive role in website goals. But if your website can use these words as additional keywords, you can get more traffic from search engines instead of making your target words less competitive.
Mistake 2 - You’re focusing on a match that’s too broad, not an exact match
It seems like a very simple mistake, but many people will make it again and again... Search volume is a very important criterion when it comes to keyword research. But people often make the mistake of focusing too much on broad search volume rather than exact matches, especially when using the Google Keyword Tool.
There will be a huge difference in traffic between broad match and exact match. Let’s look at an example:
There are 135,000 broad searches for 'dog kennels' every month in the UK but only 14,800 exact matches. Although this word does not solve the actual problem, it is obviously a keyword worth targeting - if you do it well, it will bring you traffic and guarantee a good return rate.
It's generally accepted that Google's keyword tools aren't very accurate when it comes to search volume. But when it comes to determining the viability of a target keyword, using exact match will provide the most effective data.
Mistake 3 - You target long-tail keywords instead of individual keywords
It is very common to position the keywords of a web page in long-tail keywords rather than individual keywords, but in most cases, it is often those individual keywords that users search for most.
This situation is usually seen on websites such as e-commerce, where they focus more on optimizing category pages. Because they have more than one product, they naturally focus on combinations of those keywords. For example, the search volume for "tablet PCs" will be 91% less than the search volume for "tablet PC".
I will readily admit that Google’s determination of individual keywords or long-tail keywords is actually the same thing, but in many cases there will be differences in search results. Failure in targeting a single keyword will create a difference in your search listings and be amplified in the return pages of search results - which can have a direct impact on whether you make sales.
Mistake 4 - You ignored the conversion
I am not calm when facing this situation, because I often encounter this kind of customers. They want to rank for [insert trophy keyWord] but in fact they are better off deciding on another keyword or a series of keywords. I want to say that if the traffic cannot be converted, the traffic brought by the keywords is actually wasted. You don't hire our company because our traffic is of no value, it's just traffic for the sake of traffic... You hire us to help you to help you get greater sales.
The online world is very competitive and it will become more and more competitive, so it is important that every investment pays off.
This makes conversion and language analysis a very important part of keyword research. The human mind is the only software capable of performing a high-quality "conversion audit" on a keyword list, because while there are programs that can filter and categorize keywords to make everything easier, they are no substitute for industry experience and SEO expertise. Knowledge. There are some very basic indicators such as prefixes such as "buy" which may be a clear signal that this keyword can convert traffic.
The conversion process of a keyword will be more complicated because each occasion and industry has its own characteristics. I find existing data to be useful in determining which keywords are likely to convert. If you decide to track Google Analytics, you can easily determine which words convert the most and which words your website traffic comes from, try to discover your highest conversion patterns, and then translate and apply keywords in this area Knowledge and application in other areas of keyword research.
Mistake 5 - You choose keywords out of context
This brings more advanced ideas to the keyword research process. Because most keyword tools are used to count keywords and explain it from the perspective of ordinary people.
For example, a user looking for 'storage' will be looking for a warehouse center, boxes and other furniture for storage or some professional storage methods for offices or warehouses.
The source of the article is http://www.leadseo.cn Shanghai Leadseo, a website optimization expert. Please keep the source when reprinting! Thank you very much!
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