First, the content is relevant
The target keyword must be related to the content of the website. In the early days of SEO, it was popular to set and even pile up keywords that were searched many times but had no actual relevance to this site, which also played a very good role and brought a lot of traffic. Now this practice has long been out of date. The website not only needs traffic, but also needs effective traffic, which can bring the traffic of orders. It is meaningless for a website to bring visitors by deceptive keywords without completing the transformation. This ranking and traffic is not an asset, but a burden, which has no other function except consuming broadband.
If your website wants to sell "Shanghai lawyer service" or "special slimming tea", don't think about relying on keywords such as "World Expo" and "Andy Lau" to bring traffic. Regardless of the difficulty and possibility, even if visitors who search for such irrelevant keywords come to the website, they will not buy your products or services.
Of course, this does not necessarily apply to some websites, such as news portals or information websites that rely solely on advertising for profit. Many portals are all-encompassing, and the judgment of content relevance is also very vague. For these websites, as long as there is traffic, there is a certain value, and the website does not rely on its own transformation to make profits.
Second, there are many searches and little competition.
Obviously, the best keywords are those with the most searches and the least competition, which not only ensures the lowest SEO cost, but also ensures the maximum traffic. Unfortunately, the reality is not so ideal. Most of the keywords that are frequently searched are also highly competitive keywords. However, through a large number of detailed keyword mining, expansion and listing of search times and competition data, we can still find keywords with relatively more search times and less competition.
According to the number of searches and the degree of competition, the keyword efficiency can be roughly judged. With the same input, words with high keyword efficiency are more likely to get good rankings and bring more traffic.
Third, the main keywords should not be too broad.
This is actually a natural inference of the above two points. The keywords are broad, the competition is too great, the cost is too high, the search intention is not clear, and the conversion rate will also decrease. Real estate companies take "real estate" as the target keyword, while tourism companies take "tourism" as the target keyword, which makes the main keyword too broad.
General trade terms are too broad words, such as "news" and "tourism". If you set the goal on such a broad word, you can't do it, or you spend a lot of effort to do it, only to find that the conversion rate is very low, which is not worth the candle.
Fourth, the main keywords should not be too special.
You can't go to the other extreme when choosing the main keyword. Words that are too special and too long will greatly reduce the search volume, and even no one will search, so they cannot be used as the main keywords of the website.
If the word "lawyer" is too broad, it is more appropriate to choose "Beijing lawyer". According to the business scope of different companies, "Beijing criminal lawyer" may be more appropriate. But if you choose "Beijing Xinjiekou lawyer", it will be unreliable. This long tail keyword can be optimized through the inner page, and it is definitely not appropriate to put it on the homepage of the website.
Too special keywords are company name, brand name, product name and so on.
Therefore, the main keywords of the website, or the core keywords of the website, should not be too long, too broad, too short and too special, and a balance should be found.
Market value of verb (abbreviation of verb)
Different keywords have different commercial values, even if the length is the same, it will lead to different conversion rates.
For example, when we search for "LCD TV principle", users' purchasing intention is relatively low, and their commercial value is also low. They are probably doing research, so much for learning LCD TV. The commercial value of users who search for "LCD TV pictures" has increased, probably because they want to see what the products are like in the process of finding and buying LCD TVs. Search for "LCD TV price", the purchase intention has been greatly improved, and it has entered the stage of product comparison and selection. However, the commercial value of searching for "LCD TV promotion" or "LCD TV purchase" is further enhanced, and a big sale message may prompt users to make the final purchase decision.