Search Engine Optimization (SEO) refers to the internal and external adjustment and optimization of the website based on the understanding of the search engine’s natural ranking mechanism to improve the website’s keyword ranking in the search engine, obtain more traffic, and thus achieve the goal of website sales and brand building. Through search engine optimization, on the one hand, users can have a better experience, so that users can click on the website without thinking when using the website and find the information they need; on the other hand, it makes it easier for search engines to extract all pages of the enterprise website and be crawled.
Keyword determination
Appropriate keywords are the first and indispensable step of SEO. Researching keywords can ensure that this keyword is indeed searched by netizens, and words that no one searches for have no value. Determining what keywords are also important subsequent steps such as website content planning, link structure, and external link construction.
Keyword strategy
Based on the sentences entered by potential customers or target users when finding your website in the search engine, the concept of keywords is generated. This is not only the core of search engine optimization, but also the core that the entire search engine marketing must revolve around.
The importance of studying target keywords has the following aspects.
It is to ensure the search rate of the target keyword. When choosing target keywords, we often think of the company name or product name, but when the company or website has no brand awareness, no users will search for the company name or website name. If the product name does not contain the common name of the product, no one will search for it.
Many times, even if the most common name in the industry is used, there may not be enough real search times. For example, the word “Internet marketing” is searched about 2,000 times a day, according to Baidu Index, and many of them are from related keyword searches, such as “Internet marketing methods”, “Internet marketing plans”, “Internet marketing practical manual”, “Internet marketing advantages”, “Internet marketing training”, etc. It can be seen that users have different needs for the same keyword, which affects the final click of users. Here we have to learn to judge the actual number of searches for the word. To determine the appropriate keywords, the first thing to do is to confirm that the number of user searches has reached a certain order of magnitude. If the wrong direction is chosen in this regard, the impact on the website will be catastrophic.
The second is to reduce the difficulty of optimization. Finding keywords with high search volume does not mean setting the target on the most popular and most searched words. Although there are many users searching for words such as “news”, “renting”, “air tickets”, and “travel”, it is very difficult for small and medium-sized enterprises and individual webmasters to make these words the top few. Therefore, when choosing keywords, consider keywords that are searched more times and are not very competitive.
The third is to find effective traffic. For search engine marketing, ranking and traffic are not the ultimate goal, and the conversion brought by effective traffic is the ultimate goal. Assuming that the website provides e-commerce solutions and services, setting the keyword as “e-commerce” is generally not a good choice, because it is difficult to determine the motivation and purpose of users searching for “e-commerce”. Users may be looking for e-commerce services, but they may also be looking for guidance on applying for e-commerce majors, or they may be looking for e-commerce qualification examination content, etc. This makes it difficult to convert users of websites that provide e-commerce solutions into paying customers.
If the core keyword is set as “Xi’an e-commerce”, it will be much more targeted, and users have already revealed a certain purchase intention. Furthermore, if the target keyword is set as “Xi’an e-commerce operation”, the purchase intention or commercial value will be higher. It is almost certain that this user is looking for local professional e-commerce services. Such search users come to related websites and the possibility of converting into customers will be greatly increased.