1. Diversity of search. Search terms are not limited to the popular keywords that we can easily think of. The search terms used by users are varied, many of which are beyond the imagination of webmasters. With more and more rich search experience, netizens have learned that searching for short, general words often does not find what they want, and searching for more specific, longer words is more effective. People who have built websites will find from traffic analysis that many users now not only search for keywords, but even search for complete sentences. Therefore, in addition to searching for industry general terms, users are also searching for more specific words. The website can determine the core keywords of the website based on these words and the number of searches.
2. Mining industry keywords. Understand the industry status and some of the mainstream corporate keywords. Then you will have a general understanding of the main products of the industry, and then you can explore keywords from four aspects: first, the name of the product or service, because users generally enter the name of the product or service to search, rather than the company name, unless your company is a well-known company in the industry; second, the common name or alias of the product or service, such as the keyword “laptop”, some searchers may use “laptop” or “portable computer” to search; third, the abbreviation of the product or service, the industry abbreviation; finally, the combination of product and service names with regions, brands, industries, etc. can also generate good keywords, such as “tourism”, “West Lake tourism”, “Hangzhou tourism”, etc.
In addition, there are some methods to enrich keywords. First, search for the main keywords of the industry, and find related keywords in turn. For example, a company that produces sofas can search for “sofa”, “leather sofa”, “fabric sofa”, “craft sofa”, etc. in turn, so as to find more relevant search results, obtain a collection of industry keywords, and make appropriate screening; second, you can use Baidu’s keyword recommendation tool, Coogle’s keyword tool, and Alibaba’s category or keyword query tool to obtain more keywords.
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3. Analyze keyword competitiveness. Based on the three indicators of keyword relevance, keyword search volume, and keyword commercial value, select effective keywords suitable for the enterprise from the industry keyword collection. Go to the search engine and search with the selected keywords to see where these industry sites are ranked in the search results, so as to obtain information such as the importance of the keyword, the competition situation, etc., so that you can roughly grasp the industry profile, such as the chemical industry, home appliance industry, steel industry, automobile industry, green environmental protection industry, etc. If most of the sites ranked in the top few in the search results are personal websites, it means that the industry competitiveness is not strong, and you can use the user alliance form to promote; if most of the sites ranked in the top few in the search results are simple corporate websites, it means that the industry competitiveness is relatively strong, and keyword bidding advertising can be partially used for promotion.
4. Analyze website logs. After search engine marketing has produced a certain effect, you need to carefully study the website logs and files, and study which keywords users searched to come to your website, what users are interested in, which types of articles need to be strengthened, and which keywords have higher potential. After finding these potential keywords, subsequent promotion can be targeted.