The most important part of keyword analysis is the analysis of keyword value. For cross-border e-commerce companies, the first thing is to find valuable keywords and invest money to improve rankings. After ranking through keywords, they can be displayed or clicked for passive searches: that is, if users do not search for the keywords set by the company, they will not be displayed or clicked. This is the most important part of our analysis of keyword value. The more users search for a keyword, the greater its value. So, how to analyze the value of keywords?
(1) Use Google’s search-based keyword tool. This tool is mainly used by AdWords users to refer to keyword positioning and pricing, but the information such as search volume and competitiveness in its analysis results is also useful for website keywords. The search-based keyword tool can provide keyword suggestions, including matching specific web pages on the customer’s website with advertising share and search share based on actual Google search queries.
(2) Use Google’s Keyword Planner. The “Keyword Planner” in the “Campaign” of Google AdWords
provides detailed search data for keywords and related words, which is more accurate and intuitive. The value of this keyword is directly reflected in the number of searches.
(3) Check the number of bidding websites. Bidding ranking requires payment. What kind of words are high-conversion words? Analyzing and mining such words is the core work content of bidders. When the number of bidding results for a keyword on each page is more than 5, the value of this keyword is undoubtedly very high.
(4) Use Google drop-down list. Enter a word in the Google search text box and a drop-down list will appear. The words in the drop-down list are related to the keyword entered by the user. The words in the drop-down list are generally related to the search volume of the current keyword, and the words in the drop-down list are also high-value words.
(5) User search intent. User search intent can also reflect the value of keywords. For example, if a customer is preparing to buy an engine, he will first analyze the keywords of purchase intention, including the price of the engine and the engine manufacturer (usually, only customers who intend to buy an engine will care about the price and manufacturer). However, customers who search for keywords such as “engine working principle” and “engine manufacturing process” are concerned about the basic knowledge of engines, and such words are difficult to convert.
(6) Use Alibaba International Station’s data manager. The “Hot Search Terms” function in the “Know the Market” channel of Alibaba International Station’s data management can display the search popularity of keywords, seller competition, and the number of display windows.