Most corporate website optimization is for products, so you need to put more effort into selecting keywords. Keywords with strong intent can generate more orders. Of course, as an SEO personnel, good optimization is also the first aspect of showing your talents. As long as you have keyword rankings, you can talk about traffic and conversion rates, unless you don't rely on search engines to attract traffic conversions. When optimizing for enterprises, there are still many problems in selecting keywords. We must think from different aspects. Not only must we obtain traffic, but we must also have a certain conversion rate. This requires us to do a good job before optimizing. series of tasks. Recently, when making a specific optimization plan for a real estate website, I encountered many problems, so I wanted to summarize some principles that need to be paid attention to when choosing keywords.
1. Keywords have purchasing power
Enterprises doing keyword optimization are more interested in obtaining economic benefits, so the key is not only to have search volume, but also to have commercial value, that is, to have purchasing power. Such ranking results will bring more concentrated user intentions and promote transactions more effectively.
2. Establish brand advantages
When we select keywords, we do not have to use the brand name as the target keyword, but we must ensure the uniqueness of our brand name search and cannot have too many other websites. This needs to be noted. , which is what many business owners don’t want to see. If there are other similar websites searching for your brand name, it means that they are also doing this keyword, and then we must find a way to make our website rank higher.
3. Research competitors
In fact, before we did optimization, many competitors had already done a good job, which just provided us with an opportunity to learn. We not only have to study the target keyword distribution of our competitors, we also study the rankings of keywords that they have not done yet or do not do well. No matter how big a company is, it has weak links, and when we start, we must use our advantages to address their shortcomings first, compete for some customers, and establish a market position.
You must pay attention to the transition from easy to difficult. In order to meet the boss's requirements or show off their skills, many friends choose some super difficult keywords, which have neither purchasing power nor traffic. Not to mention that I am tired from my work, and I am not sure about my tasks. Therefore, you must choose some keywords with high conversion rates. Even if the search volume is smaller, you can at least get rankings and really bring benefits to the company.
4. Long tail keywords first
Long-tail keywords are the most interesting, and the users who search are all looking for the purpose. If you do a good job in ranking some effective long-tail keywords, you can not only increase traffic, but more importantly, you can improve the conversion rate. As long as the content of our website is good enough and sticks to users, we can stay there for a long time.
5. Select keywords to communicate more with the business department
Our optimization personnel may be very good in their own fields of work, but for some industry selections, we need to consult more with the sales department personnel and let them conduct a thought storm so that the selected keywords are more effective. After all, they are in contact with the first-line market, and they also pay more attention to the psychology and purchasing habits of users, so this task is still very necessary.
6. Develop specific purpose responsibilities
When everything is almost ready, we must formulate a target plan, which keywords are core keywords and corresponding pages; which are channel, list keywords and corresponding pages; which are content page keywords and corresponding pages; What are the topic keywords and corresponding pages; as well as the current ranking and expected purpose, etc. With specific work goals, it is also convenient to monitor what has been done well and what has not been done well in the later stage so that timely adjustments can be made.
Having said so much, I don’t know if I can explain it clearly to everyone. Maybe everyone's situation is different when they encounter the task of corporate website optimization, but as long as the general direction is clear, they will all achieve the same results. The above are purely personal opinions. The original text was first published on A5. Please indicate the source of the reprint from http://www.iolay.net . Thank you very much.
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