The details of website optimization are very important. Apart from content and external links, some other factors can affect the ranking trend of a website, such as the structure of the website, the mining and layout of keywords, which will all affect the traffic and conversion rate of a website. Once upon a time, a The website reached 5000 IP, but I found that in addition to the traffic that surprised me, the conversion rate was still at the same level, and the daily telephone consultation volume remained the same as before. After carefully analyzing the source of the traffic, I found that the bounce rate of the website had greatly increased. , because many of the articles I update are content that has little to do with the product, and are purely for the purpose of updating the website or traffic.
It is estimated that many friends have encountered this situation. This is why we cannot update some news and information articles in the corporate website, because these articles are of little significance to a user in need. The reason why they will search Such words are because they want to read similar articles and do not have much purchase demand at all. After reading the article and finding that the website does not have some relevant articles, they will choose to leave. This increases the bounce rate of the website and such traffic. For the website, it is just a flash in the pan. In order to make the website produce greater benefits, I personally think that we should first position our own goals before we can clearly understand the keyword selection.
1. Target traffic
If the purpose of building a website is purely to make money by advertising, then when selecting keywords, we should aim at those words with search volume, first dig out relevant keywords, and then make a selection based on the level of traffic through brush selection. Arrange, and then filter based on some conditions of your website.
A. Select keywords based on the relevance of the website
Relevance is very important for a website. Google clearly pointed out that it will penalize some websites whose articles are not relevant to the topic. If a website places a large number of articles that are not related to the theme of the website, the chance of the website being punished will be greatly increased. Many websites I often like to put some popular news topics on my website, such as articles about Sora Aoi and Sister Feng, which are incompatible with the theme. In fact, the same principle applies to the selection of keywords. Generally, whether a keyword is related to the theme of your website can be identified at a glance.
B. Select keywords based on the weight of the website
After all, there are many people competing for each popular keyword. Whether our website is qualified to compete with others, we must also consider the keyword selection, how much weight our website has, and the layout of the keywords must also be considered. At this point, because the keywords are too competitive, our optimization requires too much manpower and material resources, and we are exhausted but unable to generate rankings.
C. Adopt the strategy of “easy first, then difficult” to optimize keywords
In website optimization, we will find that some keywords searched by users are not the keywords we optimize, but those keywords have a considerable daily search volume, so we can adopt the strategy of "easy first, then difficult" to combine these useful keywords. If the ranked keywords are optimized to a better position, the traffic generated will be further improved. These keywords can be mined through your own traffic statistics and other tools. Relatively speaking, these ranked keywords are more important to your website. It is said to be a word that is easier to optimize.
2. Target conversion rate
Building a website is not just about seeking traffic. Many companies have this misunderstanding. They believe that the primary goal of their website is to increase daily visits. If there are users, there will naturally be a conversion rate. Some websites that sell products and services are not suitable. Optimize with the goal of obtaining traffic. Once you fall into this misunderstanding, it is very likely that the selection of keywords will become disorganized, and the content and readability of the entire website will be greatly reduced. Websites that target conversion rates should start from the following aspects when selecting keywords:
A. Choose mainly keywords with high conversion rates
As a website with a conversion rate target, our focus is on the conversion rate of the product. When selecting keywords, we should also focus on words that have user needs. We don’t need to have too many target keywords in the early stage, just a few useful ones. It’s enough to create the words, and then slowly explore and expand them later. Of course, the number of optimization personnel for this website is related to its own resources. For ordinary enterprise websites, it is possible to optimize and stabilize those few high conversion rates. keywords are enough.
B. Focus on conversion rate rather than traffic
This point requires webmasters to always remind themselves that their websites are not built for traffic. Many webmasters who are engaged in product websites are very depressed because their websites only get a dozen or so traffic every day, while others get tens of thousands. Traffic, in fact, it is meaningless for this type of site to compete with others for traffic. We must make it clear that the conversion rate of our own website is the focus, and we should focus more on keywords with conversion rates, rather than for Mess with content just to drive traffic.
C. Key points to note when optimizing regional keywords
For regional keywords, generally the users who converted are around them, such as the same area, the same city, keywords such as Changsha wedding photography, Changsha wedding photos, but we found that many local users are in the keywords The city name is not necessarily included in the search. Keywords such as wedding photography and wedding photos may be directly searched, especially words from relatively unpopular industries. When optimizing city-related words, we must also consider those that do not include regional names. words, the user who comes in through the search may be an effective customer of yours.
Regarding the selection of keywords, I will share it with you today. In fact, what is more important in SEO is the handling of details. Only the quality of the details can reflect the true level of an SEO personnel. The article was originally created by the online music editor of www.yy987.com . Please add the link in the article when reprinting it. Thank you for your cooperation.
(Editor: Yang Yang) Personal space of the author Wang Yali