The success of a website is not about how many keywords you have ranked on the home page of the search engine, but whether these keywords ranked on the home page can bring conversion rate to your website and how much conversion rate it brings. This is a measure of a website. The best criterion for website success. There are many factors that affect website transaction rate. I have been studying the issue of conversion rate for some time, and I have some experience in this regard. Let me tell you something today. I think that when studying the conversion rate of a website, we must first start with the keyword selection of the website. Next, I will talk about this issue in detail for you.
The value of each keyword is different. Do you agree? Let me give you an example. Take the industry of water pumps that I do as an example. Because I have done research and understand it better, I have a better say. Let’s take a look at what drop-down boxes will appear when searching for water pumps in a search engine. From top to bottom: water pump selection - water pump model - water pump adapter - water pump lift - water pump price - water pump brand - water pump parameters - water pump lift calculation - water pump installation - water pump room. The relevant searches are: water pump model - Grundfos water pump - water pump adapter - small self-priming water pump - agricultural water pump price - small booster water pump - water pump - water pump selection - Wilo water pump - high pressure water pump. Why take the drop-down box and related search as an example? The reason is because these two functions are the largest expansion words that represent the search word. Of course, the selection of these words also needs to be based on the products of your website.
Next, we will analyze the specific commercial value of these words. There is actually a very simple way to judge whether they have commercial value. That depends on the bidding situation, if there are ten bids for this word. That shows that the commercial value of this word is extremely high. Of course, this is just a simple judgment. To make a more accurate judgment, we need to judge from demand. For example, take the word "water pump" as an example. This word is also subject to bidding, indicating that it also has commercial value. But if we analyze from the perspective of user needs, I personally judge that the conversion that this word can bring is not high. Because this is an industry word, user needs are very broad. Maybe users search this word to know the price of water pumps, maybe they want to know more about water pumps, maybe they want to know the model of water pumps, maybe they want to know the lift of water pumps, etc. In short, there are very few people who want to buy a water pump directly, because customers who really want to buy a water pump will search with an extremely precise word, such as Dongguan acid-alkali-resistant and anti-corrosion water pump manufacturer. The location of such a word is very clear, and they may want to buy it. Local products, and the function of the product can be directly searched. This type has a strong desire to buy, and this is what we strive to do. In fact, the target industry words are also extremely valuable. Its value does not lie in the transaction, but in the brand. If a website can put the industry words at the front of the search engines and maintain them for a long time. Over time, it will become a brand in this industry. This is the case with SEOWHY in our SEO industry. Currently, only SEOWHY has obtained Baidu's ICO icon.
After analyzing the industry words, let’s analyze a few expanded words. What about the word water pump modeling? The word pump selection mainly involves data such as working medium, working medium characteristics, head, flow rate, ambient temperature, etc. A suitable water pump not only works stably but also has a long life. , and can save costs to the greatest extent for users. From the explanation of this word, I think you can see that it is a knowledge-based word that can bring traffic but not sales. What about the word water pump model? It is obvious that the user wants to know what models of water pump there are, but does not go to the point of buying it. The water pump head refers to the difference in the total energy of the liquid unit at the inlet and outlet sections of the water pump. This is also a knowledge word, not to mention the water pump parameters, water pump installation and water pump maintenance, which can be easily seen. The conversion rate of words like water pump price and water pump brand is not high based on the data I have, but it is much better than the words introduced earlier. Users with the previous words have no concept of purchasing at all, but when users search for the price of water pumps, it means that users have reached the point where they want to know the price of water pumps. Do you think who will care about the price if they don’t buy a water pump? For this reason , we have to get this word. What about water pump brands? Brands can give people a sense of trust, including better quality. When users have such needs, they may not buy them today, but they will think of you when they buy them in the future. For this reason, We should also take down this word.
In fact, in this regard, we only need to judge from the meaning of the words to understand the potential needs of these words, and then we can decide whether to use these words or not, so we will not analyze them one by one. Product keywords have a higher conversion rate than these words, such as coaxial centrifugal pumps, stainless steel pumps, fire pumps, submersible pumps, pneumatic diaphragm pumps, etc. When users search for a product word, it means that Users are very interested in this product and the transaction rate is extremely high, so these product words are must-haves for every website. Everyone must work hard to put these words on the homepage of search engines.
According to the data I have, the words with the highest conversion rate are question-and-answer words, such as which centrifugal pump is better in Dongguan. The conversion rate of words like this is quite high. The first is accurate, and the second is very targeted. It clearly states that you want to buy, but you just don’t know which one is good. If you can win the trust of customers in the content through the information you have at this time, you will make a deal. The probability is extremely high. Therefore, content is king and it is also reflected in guiding users and gaining users' credit. It is not just high-quality content that everyone understands when doing SEO for ranking. Each of these contents can bring conversion rate to our website. We all need to be carefully crafted and continually refined. The competition for keywords like this is relatively weak. If you do more internal links, basically if the website weight is good, it will be easy to do it. You can also use question and answer platforms and some B2B websites and classified information to achieve a kind of domination of search. As for the engine homepage, this will have better results.
The most difficult word is that we don’t know how users will search for it. This kind of word is a partial word, because it may be based on the user’s understanding of the Internet, or the demand for the same product in different regions. The name, or the difference between dialect and Mandarin, will affect the keyword query, but these keywords need to be mined. For example, in my industry, water pumps are called water pumps. If some farmers with little education use a search engine to search, they may search for where to buy household water pumps in Dongguan. We may not think of such words. If we can know, we will have the most matching results on the Internet, similar to this The closing rate is extremely high. In fact, the words we can use tools to analyze are only a small part of the words, especially for conversion, it is not easy, and these words are known to everyone, the competition is relatively fierce, if we can know some unpopular words and the conversion rate With extremely high-quality words, we can make money as happily as digging for treasures. Therefore, digging for keywords is something we will always do in SEO, but too few people pay attention to it. Too many SEOers only focus on a few core keywords. This is too sad. I hope everyone will pay more attention to it. broad. The content of the article is originally shared by Dongguan Water Pump http://www.shuibeng0769.com/ . This is my experience gained from long-term research and analysis. I hope it can provide some guidance for everyone when selecting keywords. Thank you.
(Editor in charge: Chen Long) The author’s personal space collecting the funniest jokes on Weibo in 2012