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Internet marketing is definitely not as simple as building a website and improving the ranking of a few keywords. Traffic conversion is the key to successful website marketing. As some marketing experts say, traffic that doesn’t generate results means nothing. There are many factors that contribute to the traffic conversion effect, such as whether the user experience is taken into consideration when designing the website, the methods used to promote the website and the resources it relies on. Now that search engine applications are deeply rooted in people's hearts, the author believes that the choice of website keywords greatly affects the effectiveness of online marketing. How to choose website keywords is indeed a science, and it is also closely related to marketing effects. Those promotion methods that use search engines to "buy new eggs on JD.com" may seem counterintuitive or even absurd, but in fact they are lured for profit. . There are many bases and methods for determining website keywords, and the biggest shortcut is to start from the user, avoid subjective assumptions, avoid detours, and avoid falling into misunderstandings.
1. Keywords with high traffic
If the purpose of website construction is simply to obtain a lot of traffic, of course, priority should be given to traffic when selecting keywords. But the actual situation is that the ultimate purpose of our website is to convert more traffic into sales and achieve the marketing effect of the website. From this perspective, keywords with high traffic are sometimes not the most ideal choice. High-traffic keywords analyzed through some webmaster auxiliary tools can be roughly divided into two categories. One is real traffic, which can actually reflect the search popularity of keywords; the other is false traffic, which is generated by some people through tools. came out. Real traffic must mean that the keyword competition is relatively high. Even if the keyword ranking of false traffic is improved, it will not receive much attention and has no practical significance. Therefore, it makes no sense to choose keywords based on traffic volume alone.
2. Ultra-precise keywords
What are super-precise keywords? For example, there is a training school in Xuhui District, Shanghai that wants to build a website. Generally, more than half of the people will search for website building or website construction. This has a large coverage and can find many Internet companies, but the accuracy is not enough. However, if you search for "Shanghai website construction" or "school website construction", the search accuracy will be greatly improved, and there are also many online companies to choose from. The question is, how to control this accuracy? When a user searches for "an online company that provides education and training websites in Xujiahui, Shanghai", the accuracy is further improved, but the merchants to choose from are very limited. Let's think about it in reverse. If the keyword of an Internet company's website is "Xuhui District Education and Training Website Construction", then even if it ranks first in the search engine, it will not be of much value because the chance of it being noticed by users is too small. .
3. Subjective keywords
In general thinking, we think that users’ ideas should be consistent with ours, but sometimes they are far apart. Therefore, when building a website, how to select keywords is very important. The author has learned from such a failure. When optimizing the company's website as a whole, he believed that the search volume of the keyword "professional website construction" should not be low, so he locked the website's positioning on professional website construction. After two or three months of hard work, the ranking came up. However, through traffic analysis, we found that even if we use this word in a month, we can't get much traffic. This is a subjective result. When designing a website, you need to consider the user experience. When engaging in online marketing, you also need to say goodbye to "I think".
4. Keywords without region
Observing the existing search engine ranking mechanism, you will find that there is a principle of regional priority on some core words. What's the point? For example, when I search for the keyword "website construction" in Shanghai and search for this keyword in Hefei, the ranking order displayed is different. The existing mechanism shows that generally the top three positions are reserved for local websites with good weight. The purpose of search engines doing this is to better improve user experience, because users searching for the word website construction in Shanghai naturally hope to find local Internet companies in Shanghai. Therefore, when building a website, it is very important to proactively convey some regional information to search engines, and the author also found that the top three websites for searching for "Shanghai website construction" and the top three websites for searching for "website construction" in Shanghai The display results are basically the same. After discovering this "secret", online marketing may become a little easier.
5. Keywords for being too greedy
Be careful not to be greedy in website promotion and Internet marketing. The more greedy you are, the more you will gain nothing in the end. Specific to the determination of website keywords, what are the manifestations of greed? The first is to over-expect the effectiveness of keyword marketing and choose some highly competitive words. Although it is effective after some hard work, it does not bring substantial help to marketing. Therefore, the selection of keywords should start from the long tail and proceed step by step. ; The second one is that a website has several themes, and I wish I could list all the keywords. The specific manifestation is that a number of keywords are piled on the title of the website, the website is optimized by any means, and the content is worthless and is optimized purely for the sake of optimization. The results of greed are often counterproductive, or the long-term efforts fail to see the expected marketing results, or too much haste and action violates the taboos of search engines and is blocked.
In fact, there are no shortcuts when selecting keywords, it just requires careful discovery and thinking. There are two extremes that should be avoided when choosing website keywords. One is blindly following what others say, and the other is being too arbitrary and self-centered. Both extreme approaches will greatly harm the marketing effect of the website. Shanghai Internet company Yinghang Technology ( http://www.joyweb.net.cn ) believes that on the basis of independent thinking, the selection and creativity of website keywords may be more imitated by some competing websites, especially those with good rankings and good results. Some websites are available. Of course, the final decision on the marketing effectiveness of the website rests with the user, so when selecting keywords, the user’s personal feelings should be fully considered.
Editor in charge: Chen Long Author Yue Zhixuan’s personal space