First of all, we should find out the relevant keywords with high search volume; Next, screen out potential competitors from the search results of these related keywords; Re-evaluate the basic situation of some potential opponents; Finally, the key words of "two highs and one low" were screened out.
For example, website construction, Shenzhen website construction, foreign trade website construction, enterprise website construction, B2B website construction, B2C website construction and other keywords, we first evaluate the search volume, commercial value and the basic situation of competitors' websites, and then select the appropriate keywords according to the actual situation of the websites.
1. Search volume evaluation
Search volume evaluation is the retrieval volume of a batch of keywords in search engines, and keywords with high search volume are usually accompanied by high competition. Nevertheless, we should give priority to the keywords with high search volume, because only in this way can we screen out the keywords with "two highs and one low".
Using the tools provided by search engines, we can view the forest of related keywords, that is, the search volume. For example, for simplified Chinese, we can use "Baidu Index" and "Goolge Adwords Keyword Tool".
baidu index
"Baidu Index" is a tool to display the data of web search and news search, reflecting the change of search volume of keywords in Baidu search engine. Using Baidu index, we can check the approximate search volume of a specific keyword, so as to evaluate the search volume of keywords more accurately.
In Baidu Index, we can query up to three keywords at the same time, and the keywords need to be separated by commas.
A. In Baidu Index, you can see lines with different colors, indicating the change of search volume of different keywords. For example, orange indicates the change of the search volume of "website construction".
B. User attention: refers to the change of the search volume of the keyword in the corresponding time.
C media attention: refers to the number of news reports related to the specified keywords in the corresponding time.
D. a, b, c, d, etc. The curve indicates that the corresponding keyword has appeared hot news at a certain point in time.
Google Adwords keyword tool
"Google Adwords Keyword Tool" is a tool to help advertisers choose keywords. Thanks to this tool, you can query keywords and the search volume of keywords related to the specified keywords, the changing trend of search volume, the degree of competition of advertisers and other information.
Country (Region)/Word Selection
When using Google Adwords to query keywords in other languages, first click the "Modify" link and select the corresponding language and family (region); Then, enter keywords to query. In this way, information such as the advertising competition degree of keywords and related keywords, the search volume of last month, the average search volume and so on can be returned.
Important function description
A. Synonyms: refer to keywords with similar meanings to the specified keywords, that is, related keywords.
B. the competition of advertisers: the bidding intensity of this keyword.
C. Search volume in April: refers to the search volume of corresponding keywords in April. Move the mouse to the progress bar to see the evaluation results of keyword traffic, such as low search volume, average search volume and high search volume.
D Average search volume: refers to the average monthly search volume of corresponding keywords in the past 12 months.
F. Select the column to be displayed: here you can selectively view the information you are interested in.
It is suggested to use the keyword tools provided by Google and Baidu when evaluating the search volume of simplified Chinese keywords. Because Baidu and Goolge have the most users in simplified Chinese search, the data error will be less. Similarly, when evaluating English keyword search, you can use keyword tools provided by Goolge and Yahoo. For traditional Chinese, you should choose Yahoo Qimo.
2. Business value assessment
The commercial value of keywords is mainly measured by the status of keywords in the industry and the return they can bring to businesses, which is usually reflected in the bidding price of keywords. For example, simplified Chinese, you can refer to the relevant data of Baidu and Google; For traditional Chinese, you can refer to the relevant data of Yahoo Qimo; For English, Google related data is preferred. Some customers search for few industry keywords, but they can bring considerable returns to businesses, which is also a battleground for military strategists.
3. Keyword competition
Keyword competition refers to the number of pages that participate in optimizing keywords in search engine results. Usually, people will measure the degree of competition of keywords by the number of relevant search results. However, I think this is unreasonable. The number of search results related to a keyword can only reflect the number of pages related to the keyword, but can't explain the number of pages involved in optimizing the keyword.
Searching for a keyword, no matter how many relevant results the search engine returns, generally only the first 10 ~ 20 pages actually participate in the competition. For a very popular keyword, it may exceed 50 pages. Therefore, as long as we analyze and evaluate the first 10 page of the search results, we can understand the situation of a keyword. For the procedural degree of keyword competition, we mainly start with "search results" and "web pages".
A. Evaluation of search results
The evaluation of search results is to evaluate the summary information of each page in search results, including the title, descriptive content and URL type of the page. By evaluating the search results, we can screen out potential competitors.
1 & gt； title
The evaluation of page title mainly depends on whether the title content of the page contains keywords and whether the main keywords are in front of the target.
2> descriptive information
The evaluation of page description information is mainly to check the description content of abstract information, whether it is for filling keywords or introducing pages. Those pages that only fill in keywords in the description will have very limited competitiveness unless they are supported by an unusually large number of external links.
Some page descriptions introduce this page in detail, which is very friendly to users and search engines. This kind of web page has a very obvious optimization purpose and has a good understanding of search engines.
3> Uniform Resource Locator
URL evaluation the URL type of the main viewing page (the weight relationship of URLs is as follows: WWW subdomain >; Other subdomains > directory), keywords are included in the URL.
A> If the URLs of most pages are WWW subdomains or other subdomains in the search results, the competition for this keyword is fierce, because the weight of the main WWW subdomain and other subdomains is higher than that of the URL in the directory form.
Whether the b & gtURL contains keywords related to the content of the page also reflects the competitive strength of the page to some extent. If the URL of most pages in the search results contains the queried keyword, the competition for this keyword is also very fierce.
B. Page evaluation
After evaluating the title, description and URL information of web pages in search results, some potential competitors can be screened out.
Under normal circumstances, we will evaluate the competitive strength of the first potential competitor according to the keyword performance, page structure and PR value of the page.
1 & gt； Keyword expression
The evaluation of keyword performance mainly depends on the distribution of keywords in the page and the use of weight tags.
A. Check whether the key appears at the front of the page (i.e. closest)
B whether the keywords in the page are reasonably combined with the title (i.e.
2> page structure
Whether the page structure is reasonable is mainly measured from the following aspects: the reasonable distribution of page content, the elements used in the page, and the technology of displaying content.
A. Whether the page structure is reasonable mainly refers to whether the important content of the page appears in an important position, that is, whether the main and auxiliary keywords appear frequently >; Down and left > right.
B. If a page is a pure Flash page, or there are many elements in the page that are unfavorable to search engines, there is not much competition for such pages.
3 & gtPr value
Google PR value is an important index to measure the weight of a page, which reflects the website structure, the rationality of the page structure, and the quantity and quality of internal and external links. The higher the PR value of a page, the stronger the strength of the page to some extent.
It is very simple and intuitive to measure the quality of a page with Google PR value. However, we can't take Google PR value as the only index to evaluate the competitiveness of a page, and we must combine keyword performance, page structure and the lack of any one of them, which may lead to serious consequences of misjudging the actual situation.