How can we improve the conversion rate of the website? I think this is the question of most SEOers! Many SEOers work hard to achieve good keyword rankings and high traffic, but the conversion rate is very low. What is the reason for this?
Keywords are the "bridge" between the website and the user. I think this is the most appropriate explanation. Since it is a "bridge", we must build more than one "bridge" for the convenience of "passers-by". The same goes for keywords. If there are more keywords, the number of user visits will be higher and higher. Some or even most of these "passers-by" are just "passing by". How can we attract targeted "passers-by"? Although there are many "bridges", there is no good signpost to guide "passers-by". Most are just "passing through". Therefore, we must carefully design the street signs for each bridge, which is our keyword content. Vague road signs provide few instructions and can attract many "passers-by", but most "passers-by" have no purpose. They come and take a look and then leave. Accurate road signs give instructions with many conditions. Although they cannot attract many "passers-by", these "passers-by" have a purpose and most of them will not leave until they find what they need. Vague street signs are like target keywords with fewer search conditions, while precise street signs are like long-tail keywords with more search conditions.
From this we can draw a conclusion: although long-tail keywords cannot attract the attention of too many users, some users have a soft spot for them; target keywords can attract the attention of most users, but these users either have no goals or The goal is unclear.
Perhaps it would be better to give an example. My own website is a good example. I personally work in the window screen industry. The target keywords of the website are screen windows and invisible screens. These two keywords are searched and clicked by people every day, but there are very few inquiries. My long-tail keywords include invisible screen price, screen replacement, screen replacement in Beijing, etc. Although these keywords have little traffic every day, the number of inquiries coming to the website from these keywords is much higher than the number of inquiries for the target keywords.
Now that we know the reason for the low conversion rate of the website, how can we solve it? It is very simple. We only need to spend some of our energy on mining and screening long-tail keywords. Long-tail keywords are generally longer phrases or phrases expanded from the target keywords. The expansion methods generally include regional expansion, time expansion, question and answer expansion, gender expansion, occupational expansion, comparative expansion, etc. Often we can dig out dozens, hundreds or even thousands of long-tail keywords. The next thing to do is to filter the long-tail keywords because we can't do it for every long-tail keyword, and we don't have the energy. Generally Thirty long-tail keywords are enough for small and medium-sized websites. During the excavation, there will be many synonyms such as which kind of invisible screen is good and which kind of invisible screen is good. This is the first thing we have to filter because we cannot do these two words at the same time. When we use the same word for these two When making internal pages, it will be difficult for this internal page to rank, and even if it does, it will not be ideal. If two pages are used to do these two words, then the two pages will inevitably have a high degree of duplication and inclusion. is the question, we only need to analyze which of the two words has higher traffic and choose which one. The screening of other words is basically sorted according to the size of the traffic, and then the top thirty long-tail keywords with higher traffic are selected to build a vocabulary. Then add these keywords and observe the traffic and conversion rate of each keyword. For long-tail keywords with unsatisfactory data, remove them and replace them with other words before observing. In addition, every SEOer must learn and use "word capture" because long-tail keywords change with the increase in users and changes in search habits every year.
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