In the early days of SEO, it was popular to set up or even pile up search on the page. Now this practice has long been out of date.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. Bringing visitors by deceptive keywords has no other function except consuming bandwidth. It means nothing to the website. Such rankings and traffic are not assets, but burdens.
Of course, this does not necessarily apply to some websites. For some 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. For example, 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.
Second, the second principle for SEO to select target keywords is that the main keywords should not be too broad or too special.
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.
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. Broad keywords, too much competition and too high cost.
Generally speaking, the words in the industry are too broad. If you set your goal on this broad word, you can't do it or make great efforts to do it. As a result, you find that the conversion rate is very low, which is not worth the candle.
Choose words whose main keywords cannot be too special and too long, and go to the other extreme. This will greatly reduce the number of searches, and even no one will search.
Too special keywords include company name, brand name, product name, etc. If the word "lawyer" is too broad, then 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 keyword that already belongs to the long tail can be optimized through the inner page, and it is definitely not appropriate to put it on the homepage of the website.
Third, the third principle for SEO to select target keywords is: keywords need to be searched more times and there is less competition.
The core requirement of keyword selection is more search and less competition. The number of searches can be viewed through the keyword tool provided by the search engine itself, which is simple and clear, and the number is relatively certain.
Most of the keywords that are frequently searched are also highly competitive keywords. 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.
The number of research searches is simple and clear. Both Google Keyword Tool and Baidu Index provide data on the number of searches. Through a large number of detailed keyword mining and expansion, the data of search times and competition degree are listed, and keywords with relatively more searches and less competition can still be found.
The determination of the degree of competition is more complicated, requires more data and is more uncertain. For this part, please refer to the following section on judging the degree of keyword competition.
Fourth, the fourth principle for SEO to select target keywords is: keywords should have commercial value.
Keywords with strong purchase intention and high commercial value should be the primary consideration of optimization, and both content planning and internal link arrangement should be paid attention to. Different keywords have different commercial values, even if the length is the same, it will lead to different conversion rates.
For example, users who search for "LCD TV principle" have relatively low purchase intention and low commercial value. The commercial value of users who search for "LCD TV pictures" has improved. Search for "LCD TV price", the purchase intention has been greatly improved, and it has entered the stage of product comparison and selection. The commercial value of searching for "LCD TV promotion" or "LCD TV purchase" will be further enhanced, and a big sale information may prompt users to make the final purchase decision.
When SEO personnel do keyword research, they can find a large number of search words in various ways, and can judge the purchase possibility of different words through common sense.