关键词选取4步法(1)——拟定关键词

关键词选取    关键词是用户通过搜索引擎找到企业网站的核心因素之一。关于关键词选取的问题,在网站上的相关文章非常之多,但喻旭感觉大多数的观点都是说道了很多“要点”,然而,看完这些点后,仍然不知道如何将这些要点综合运用,或者说只看到树木却看不到森林。

基于这个问题,我想通过结构化、系统化的方式对关键词效能提出观点模型。

看完后:您将会了解到如何设定关键词、如何筛选关键词、如何确定最终关键词。

这里提出:关键词选取的四步法模型:

1、拟定关键词——>2、用户关注程度分析——>3、关键词竞争程度分析——>4、关键词效能分析

  • 拟定关键词,主要是初步提出关键词,为关键词意向阶段,输出:意向关键词
  • 用户关注程度分析,主要是分析选定的关键是是否被用户所习惯使用,输出:用户关注指数
  • 竞争程度分析,查看关键词的被竞争对手的使用程度,输出:竞争指数
  • 关键词效能分析,是根据“用户程度关注”和“竞争程度关注”,输出:关键词效能指数,进而根据效能指数选取最优关键词。

以下,将针对上面四个步骤,分4篇文章依次介绍。

 

拟定关键词:5个STEP

关键词的初步选取一定要结合公司意见和用户意见,对用户意见的调研要看公司是否有这个意愿和实力来做。

STEP 1、企业内部焦点小组

召集公司的相关人员头脑风暴,包括:产品经理、市场一线人员、市场策划人员、市场管理人员、网站策划人员、(有可能的话邀请用户就更好啦)

讨论问题:

  • 这个网站主要为用户解决什么问题?
  • 用户能从我们的产品中得到什么价值?
  • 产品在哪里使用?
  • 产品如何使用?
  • 产品的品牌和系列有哪些?
  • 这些问题和用户价值,如果转化为关键词,会有哪些?
  • 如果你是用户,你会选择哪些关键词? 
  • 用户又会使用什么关键词?

焦点小组的主持人记录讨论过程中,提及的重要关键词。

 

STEP2:电话访谈用户

在有时间精力情况下,可以使用该方式。样本选取上可以是:

  • 现有客户中,有过公司网站访问经历的客户,或者具有潜在访问条件的客户(比如:年龄、上网设备等);
  • 潜在客户中,具备网络访问条件(比如:年龄、上网设备等)

访谈问题:

  • 如何找到公司网站的?
  • 您觉得公司产品主要能帮您解决什么问题?
  • 您登陆公司网站希望得到哪些服务?
  • 惯常使用怎样的词语搜索?

 

STEP3:调研竞争对手使用的关键词

针对现有竞争对手:直接登陆他们的网站,看看他们的title标签、keyword标签、以及“网站地图”所使用的词语,(一般情况:首页栏目标题和导航栏为核心关键词)。如图:

关键词选取4步法

针对潜在竞争对手:利用STEP1和STEP2中了解到的关键词,使用百度直接搜索找到前10位网站,尤其链接页是首页的网站,看看这些网站的title标签、keyword标签、以及网站地图所使用的词语。(也可以结合使用“intitle:关键词”指令搜索潜在竞争对手)

 

STEP4:使用关键词工具

这是基于STEP1和STEP2中了解到的关键词,进一步查询相关关键词,扩展关键词范围。

1、使用谷歌关键词工具:https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none ,如下图:

谷歌关键词工具

 

值得注意的是,这个工具还可以分析指定页面的关键词,可以查看竞争对手的页面关键词。

2、使用百度指数查看相关关键词,比如查询“网络营销”的相关关键词,如下图:

百度指数关键词

3、其他快捷方法

  • 百度搜索输入框的提示信息,如下:

关键词选取

  • 搜索结果页底部的“相关搜索”提示

关键词选取

 

STEP5:理顺关键词的逻辑关系

前面从“焦点小组”、“用户访谈”、“竞争对手关键词调研”“关键词工具”进行了关键词选取研究,拟定关键词,这个阶段出现的关键词,一定是多而乱,因此,我们还需要,理顺关键词之间的逻辑关系,并合理分布。核心关键词和相关关键词的分布问题。我们需要搜索的关键词,按等级进行划分。

根据关键词的逻辑关系划分,以“网络营销”为例:

  • 核心关键词:网络营销
  • 一级关键词:网络营销策划(加入功能维度)、深圳网络营销(加入地点维度)
  • 二级关键词:深圳网络营销策划(加入功能、地点维度)
  • 三级关键词:深圳网络营销策划案例(加入功能、地点、用户三个维度)

另外,还可以按照企业的重视程度进行划分,划分重要、次重要、一般、不太重要。这些关键词,为整体的网站布局奠定基础,比如说核心关键词、重要关键词,出现在首页,因为首页权重较大,一级关键词、次重要关键词出现在内页,依次类推。

本节,从STEP1-STEP5,5个步骤,拟定关键词。在下一节中,将介绍《关键词选取4步法(2)——用户关注程度分析》

32 thoughts on “关键词选取4步法(1)——拟定关键词

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