Hello everyone! We meet again. In the previous article "Secrets on How to Improve Website Search Engine Ranking: Internal Skills and Mental Techniques Part 1 - The Connotation of the Website", Bo Xiaosi shared with you how to improve the content quality of the website, 2. ) website access speed, 3) website depth, 4) website classification organization structure, 5) website auxiliary reading system, 6) website reasonable layout and grasp of details, 7) degree of advertising interference, seven aspects to build a more user-friendly and more A good website that is conducive to search engine inclusion. This is the first big thing we need to do in terms of internal construction. Next we should consider how to let more users who need our website services or products discover us. There is no doubt that keywords are the key to unlocking the door to "bridging users through search engines"; let's focus on this central issue for an in-depth analysis and discussion.
Why keywords
In order to better understand the important role the key plays in this process, Bo Xiaosi helps everyone digest it better by modeling search behavior. There are three objects here: users, websites and search engines. Our goal is to connect specific users with the corresponding websites. So how does the search engine do this? First, the user interacts with the search engine, and the user inputs Keyword phrases for the information you want to know; in the second step, the search engine understands these keyword phrases; in the third step, the search engine goes to its own database to find all included websites related to the keyword phrase; and then according to the weight and keywords The relevance is displayed to the user in order; in the fourth step, the user selects the appropriate website to obtain the required information. In fact, in this ideal user-website association process, there is another implicit and more important step: that is, the search engine includes the relevant website in advance and understands the specific content provided by the website through the keywords provided by the website. When search engines include a website, they will pay extra attention to meta information, especially keyword information. Taking it as an important fulcrum for identifying website content, we can ultimately determine what information a website provides through the comprehensive application of various artificial intelligence methods such as the frequency of keywords and the probability of occurrence of related keywords.
From the above model analysis, it is not difficult to see that keywords are the core of all relevant websites that search engines discover, classify and display to users. It is the core clue that connects users-search engines-websites. To make this core clue play its greatest role and successfully connect the three, we must ensure that A (website) = B (search engine) and B (search engine) = C (user), so that we can get A (website) = C(user). If one of the above two equations is wrong, then the entire result A (website) = C (user) will not be true. Between these two equations, the only thing we have the ability to control and make a positive impact is equation 1: A (website) = B (search engine), allowing search engines to easily understand our website and tell it our Who are the target customers?
So how do we tell search engines who our website’s target customers are?
Select keywords
First of all, we have to figure out who the target customers of the website are. Anyone who has done market research must know that a website must have its own core competitiveness whether it provides products or services. So if you want to describe the customers who enjoy this core competitiveness in a highly condensed way, that would be the keywords of the website's products and services. There can be many core-related keywords, so how should we choose appropriate keywords? We must consider both the cost of promoting keywords and the profit output they bring. This is definitely not a matter of just picking the hottest word. Properly selecting the most cost-effective keywords is undoubtedly the biggest challenge faced by every webmaster.
Popular keywords are not necessarily the best
The laziest way is to just pick up any keyword and use it. The author didn't pay much attention to this aspect when I first started working on the Persian novel website, so I used the most common and frequently searched keywords of "novel", "online novel" and "romantic novel". But nature rewards those who work hard, and the same applies here. Search engines will also reward those who work hard and ignore those who are unwilling to pay. For more than half a year, Persian Novel Network has not made any progress, and the number of users coming from the search engine is very small.
As time went by, the author began to pay attention to keyword selection. Through research, the author found that the keywords "novel" and "romantic novel" are very, very popular. Searching for the keyword "novel" on the Baidu Index has more than 100,000 daily queries, while "romantic novels" has about 30,000 daily queries, both of which are very popular. But the key point is that if you search "novel" on Baidu, you will find more than 100,000,000 related results; and "romantic novels" also have more than 100,000,000 results. There are so many competitors, how can I create keywords? No wonder there has been no improvement. So the author changed my strategy. Considering that novels and romance novels are too general and untargeted, and considering the popularity and competition, some changes must be made. If you think about it, the average reader who reads some novels and literature on the website must have a specific book they want to read before searching on the search engine. It’s rare for someone to say, I want to read novels, why not just find a website? Therefore, abandoning general keywords such as “novel” and choosing specific titles has become the keyword strategy of Persian Novel Network. After comparison, I finally chose the book "Huangdi Neijing". The keyword "Huangdi Neijing" is not ranked high on the Baidu index, with only 1,500 queries per day. However, if we can do this keyword well, we can directly face the users who want to read this book. And these users are usually loyal readers because they need this.
Keyword derivation
"Huangdi Neijing" is the main keyword, but this is not enough. If we think about it from the user's perspective, you can enter "the full text of the Yellow Emperor's Internal Classic" or "how to understand the Yellow Emperor's Internal Classic" and many other derived keywords. This is the so-called excellence, thoroughness and professionalism. Long-tail keywords in the industry are also a special extension. Generally speaking, such keywords will also have a certain search volume. Although they are not as good as core keywords, the target audience group is also very precise and the conversion rate is very high. So we also need to consider some other derivatives of the "Huangdi Neijing". Through the Baidu index, we get the following choices: Huangdi Neijing in vernacular, Huangdi Neijing original text, Huangdi Neijing video, Huangdi Neijing user manual, Huangdi Neijing download, Huangdi Neijing Suwen, Qu Limin Huangdi Neijing, Huangdi Neijing lecture. After analysis, although the Huangdi Neijing video and Huangdi Neijing lectures are also extensions, they have nothing to do with the content of the literary works and novels provided by Persian Novel Network, so they will not be adopted. Looking at the vernacular version of the Huangdi Neijing and the original version of the Huangdi Neijing, they are relatively close and more accurate. By querying the Baidu index again, we chose to query the vernacular version of the Huangdi Neijing and the original text of the Huangdi Neijing, which ranked higher.
So, on which pages do we need to place these keywords? To tell the search engine that Persian Novel Network provides information about the book "Huangdi Neijing", we must first place it on the homepage. Put the three keys of Huangdi Neijing, Huangdi Neijing in vernacular and Huangdi Neijing original text on the home page. But this is not enough. We also add this keyword to the book introduction and book catalog of the Yellow Emperor's Internal Classic, emphasizing that we tell search engines: What are you looking at on the page ( http://www.bsxsw.com/bschapter/8. html ) is the bibliographic content of Huangdi Neijing. If any user wants to read this book next time, please tell the user the URL of this page.
Through this kind of optimized market research, the practice of proactively segmenting customers and ultimately accurately locating customers can greatly improve the user hit rate. Let limited investment bring maximum returns.
keyword tool
Now that we have an overview of what keyword strategy to choose, you may ask. So how should I implement it? What tools can help make key choices quickly and effectively? Don’t worry, Bo Xiaosi will find the answer for you right away.
Baidu Index
In today's search engine world, the behemoth Baidu provides us with a tool to explore user search terms and their query frequency - Baidu Index. Baidu Index is perhaps the most well-known. Baidu Index can also obtain comprehensive data and charts for multiple keywords through comparative search, data accumulation search and combined search. We can query up to three keywords at the same time, and the three key related search frequencies will be displayed in the form of a curve. What's even better is that we need to learn to mine the derivatives of keywords. You can refer to the related search terms column of the tool to see what other similar keywords are, how frequently they are searched, etc. Effective use of these open tools can make our keyword selection decisions more wise and correct.
Google Trends
Google definitely offers this query too, the Google Trends tool. It also allows us to see important information about the frequency of keyword queries among netizens. Incorporating this tool can also contribute to our decision-making.
Check keyword performance
After making a series of efforts, we need to learn to wait patiently. First, the major search engines slowly digest our keywords and associate the keywords with our website; second, the search engines slowly improve the ranking of our website in the corresponding keyword field. When both are achieved, our website will slowly and frequently appear in the first few pages of users' search results.
At the end of this article, I would like to bring Bo Xiaosi’s most sincere blessings to the hard-working webmasters. While waiting slowly, we hone our temperament; while waiting slowly, we gradually grow; while waiting slowly, the search engine ranking of our website improves!!!
This article was originally created by Bo Xiaosi, the webmaster of Persian Novels Network ( www.bsxsw.com ). If you need to reprint, please be sure to keep this quote.
Editor in charge: Yangyang author lannux's personal space