关键词选取4步法(4)——关键词效能分析

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关于SEO的关键词选择,我们在第二节和第三节,分别介绍了“用户关注度”和“关键词竞争程度”的分析方法。并且得到了:

《用户关注程度收集表》

关键词
搜索量
百度指数
关键词1    
关键词2    


《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,将来介绍关键词选择方法的最后一步“效能分析”。上面两个表格所搜集的数据,将用作效能分析的数据输入。

先来,看看效能分析的公式:关键词效能指数 = 用户关注度指数 / 竞争程度指数

该公式说明,用户关注度越高,竞争程度越低,则关键词效能越高;反之,关注度越低的,竞争度越高的,则效能越低;

因此,我们需要知道“用户关注度指数”和“竞争程度指数”的计算方法。

这里,选取“网络营销”、“网络推广”、“网络销售”、“在线销售”、“在线推广”作为关键词进行案例分析,分析步骤如下:

 

步骤1:对各项指标赋予权重

    我们看到“用户关注度”和“竞争程度”,都是由不同的指标对应的,比如:“用户关组度”就是由“搜索量”和“百度指数”对应的。然而,每个指标的重要程度和数据的准确程度并不相同,因此,我们需要根据指标的重要性和准确性分别赋予权重。 我所赋予的权重如下:(只是举例用,且为我个人主观判断,仅作参考)

权重分布——用户关注度指标

关键词
搜索量
百度指数
权重  40%

 60%

 权重分布——竞争程度指标:

 
搜索结果数
intitle数
竞价数
平均点击价格
前10首页数
竞争对手实力
权重(一级)
12%
18%
15%
20%
10%
25%
           
域名年龄
谷歌PR值
快照日期
收录页面数
外部链接数
权重(二级)          
10%
30%
10%
15%
35%

 

tip:如何赋予权重?

    权重由指标的重要性和准确性决定,我们知道业界对重要程度和准确程度没有一个非常权威的说法,这里最好找一堆专业人士来共同判断,或者通过自己不断试错调校,直至最优。

 

步骤2:数据规格化

    可以看到,对应各项指标,搜集到的数据并不是同一单位量,因此没法直接比较,必须规格化,整理成同一规格。这里选择将数据规格在1-100的范围内,方法如下:

  • 待计算的数值:x
  • 该列最小值:min
  • 该列最大值:max
  • 规格后数值:y
  • 公式:y = [((x-min)*99)/(max-min)]+1

代入后得到:

《用户关注度表》—规格化后

 
搜索量
规格化
百度指数
规格化
网络营销
90500
100
1100
100
网络推广
49500
54.9
790
70.6
网络销售
74000
81.9
280
22.3
在线销售
8100
9.4
100
5.2
线上销售
480
1
55
1

《关键词竞争程度收集表》—规格化后

 
搜索结果数
规格化
intitle数
规格化
竞价数
规格化
平均点击价格
规格化
前10首页数
规格化
网络营销
100,000,000
100.0
5,060,000
100.0
16
100.0
4.75
43.8
6
100.0
网络推广
29,400,000
27.6
3,610,000
71.2
16
100.0
8.19
100.0
5
83.5
网络销售
26,100,000
24.2
2,200,000
43.2
7
44.3
4.33
36.9
3
50.5
在线销售
9,480,000
7.2
1,740,000
34.1
0
1.0
2.89
13.4
2
34.0
线上销售
3,430,000
1.0
73,000
1.0
15
93.8
2.13
1.0
0
1.0

竞争者实力

 
域名年龄
规格化
PR值
规格化
快照日期
规格化
收录数
规格化
外链数
规格化
网络营销
2007-7-27
42.6
4
75.3
2012-1-14
100.0
1450
2.2
4560
6.7
网络推广
2011-1-3
1.0
2
25.8
2012-1-14
100.0
1170
1.9
24100
32.8
网络销售
2010-12-21
1.4
5
100.0
2012-1-12
75.3
15,200
13.3
3130
4.8
在线销售
2002-10-30
100.0
5
100.0
2012-1-14
100.0
122000
100.0
74400
100.0
线上销售
2008-8-7
30.1
1
1.0
2012-1-6
1.0
17
1.0
303
1.0

 

步骤3:各项指标代入权重,加权求和,得出:“用户关注度指数”和“竞争程度指数”

用户关注度指数计算:(tip:权重设定见上文:步骤1)

 
搜索量
百度指数
加权求和
网络营销
100.0
100.0
100.0
网络推广
54.9
70.6
64.3
网络销售
81.9
22.3
46.1
在线销售
9.4
5.3
6.9
线上销售
1.0
1.0
1.0

得出用户关注度指数如下:

 
用户关注度指数
网络营销
100.0
网络推广
64.3
网络销售
46.1
在线销售
6.9
线上销售
1.0

 

竞争程度指数计算

竞争者实力加权求和:

 
域名年龄
谷歌PR值
快照日期
收录页面数
外部链接数
加权求和
网络营销
42.6
75.3
100.0
2.2
6.7
39.5
网络推广
1.0
25.8
100.0
1.9
32.8
29.6
网络销售
1.4
100.0
75.3
13.3
4.8
41.3
在线销售
100.0
100.0
100.0
100.0
100.0
100.0
线上销售
30.1
1.0
1.0
1.0
1.0
3.9

将竞争者实力加权求和的结果,代入下表作为其中一项指标,并与其他指标加权求和。

 
搜索结果数
intitle数
竞价数
平均点击价格
前10首页数
竞争者实力
加权求和
网络营销
100.0
100.0
100.0
43.8
100.0
39.5
73.64
网络推广
27.6
71.2
100.0
100.0
83.5
29.6
66.88
网络销售
24.2
43.2
44.3
36.9
50.5
41.3
40.11
在线销售
7.2
34.1
1.0
13.4
34.0
100.0
38.23
线上销售
1.0
1.0
93.8
1.0
1.0
3.9
15.65

得出竞争程度指数如下:

 
竞争程度指数
网络营销
73.6
网络推广
66.9
网络销售
40.1
在线销售
38.2
线上销售
15.7

 

步骤4:得出关键词效能指数

利用公式:关键词效能指数 = 用户关注度指数 / 竞争程度指数

 
用户关注度指数
竞争程度指数
效能指数
网络营销
100.0
73.6
1.4
网络推广
64.3
66.9
1.0
网络销售
46.1
40.1
1.2
在线销售
6.9
38.2
0.2
线上销售
1.0
15.7
0.1

利用上面4个步骤,得出了关键词效能指数,可以看到“网络营销”“网络销售”“网络推广”这三个词的效能最高,和我主观判断相同。

回顾,SEO的关键词选取4步法:

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

如果是SEM的关键词选择,可以从性价比来看,毕竟是要付出真金白银啊。这里就不详细介绍啦。

本人还是菜鸟,提出的这个SEO关键词选择模型,有待最终检验,只为看到该系列文章的有缘人提供参考,尤其是上文提到的指标权重问题,还需要更多数据证明其有效性。希望大师级人物给予指点。

71 thoughts on “关键词选取4步法(4)——关键词效能分析

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