关键词选取4步法(3)——竞争程度分析

关键词选取     上一节,对用户关注程度做了分析,本节将介绍下如何判断关键词的竞争程度。
关于这个话题,网上的相关帖子也非常多,看来看去,还是觉得,《SEO实站密码》一书中的内容最全面。

    TIP:《SEO实站密码》,作者是ZAC,昝辉这本书写得真的不错,关键是系统性强,操作性强,对SEO入门的或者深入学习的都有益处。(个人也非常崇拜ZAC,加个导出链接,虽然偶滴blog权重还非常低)

这里简单总结下:

1、搜索结果数量

也就是看,你输入的关键词,搜索引擎所显示的页面数量。

谷歌搜索结果数

 

页面数量多少和竞争程度关系的测量,也没有个专业说法。《SEO实站密码》认为:

  • 通常结果数值在10万以下,竞争很小,稍微认真地做一个网站,就可以获得很好的排名。权重高的域名上经过适当优化的内页也可以迅速获得排名。
  • 结果数达到几十万,说明关键词有一定难度,需要一个质量和权重都不错的网站才能竞争。
  • 结果数达到一两百万以上,说明关键词已经进入比较热门的门槛。新网站排名到前几位的可能性大大降低,需要坚持扩展内容,建立外部链接,达到一定域名权重才能成功。
  • 结果数达到千万级别以上,通常是行业通用名称,竞争非常激烈,只要大站、权重高的网站才能获得好的排名。

(——但这个说法,不知道有何依据,欢迎指导。)

 

2、intitle结果数

tip:”intitle:关键词”就是返回页面的title标签中包含关键词的页面

intitle

我在《seo–投搜索引擎之所好》一文中介绍过title标签,对排名影响很大。所以,Seoer都会在title中放置关键词。这些才是我们所关注的竞争对手。 这里,我使用了google精准搜索,如上图:搜索结果的title标题中完整显示了“网络营销”关键词。

 

3、SEM推广数

参加了关键词SEM的客户也是竞争对手。SEM最直接表现就是搜索结果页的广告。下图为:baidu搜索结果的左侧推广链接和右侧推广链接。

baidu左侧推广右侧广告

如果,推广链接只有2-3个,说明这个关键词的竞争程度还不是很激烈。但如果像上图一样,那么……

 

4、竞价价格

使用谷歌工具,查看竞价价格,关于谷歌工具的介绍在前两节有提到,不细说。当然价格越高的话,竞争程度约激烈。

 

5、内页排名数量

由于网站首页的权重往往最高。也是建立导入链接的首选页,因而,做过优化的网站其首页往往会排在搜索结果前面。也就是说,如果发现搜索结果前10名中,网站首页非常多,则表明竞争激烈,反之,如果内页较多,则说明网站未做大的优化,竞争不够激烈。因此,可以判断搜索结果页的前10名,显示的网站首页数量来判断竞争情况。

 

6、竞争对手实力

竞争对手实力不是指公司产品的实力或者管理实力,这里主要说的是他们网站排名的能力。可以选取前3名的结果网站,从域名年龄(查询工具)、谷歌的PR值、快照日期、收录页面数量、外部链接数量(查询工具)来综合判断。

 

最后,和上一节同样,将我们搜集到的信息收录到下表——《关键词竞争程度收集表》

关键词
搜索结果数
intitle数
竞价数
平均点击价格
前10首页数
域名年龄
谷歌PR值
快照日期
收录页面数
外部链
接数
                     
                     
                     

 本节以及上节中,我们分别得到了《关键词竞争程度收集表》《关键词关注度程度收集表》,这两个表将作为下一节《关键词选取4步法(4)——关键词效能分析》的基础数据。 

61 thoughts on “关键词选取4步法(3)——竞争程度分析

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