According to different search purposes, keywords can be roughly divided into three types: navigation, transaction, and information. Guangzhou Panyu Xinchuan Education Teacher Pang's article to share today is how to construct website optimization with
three types of keywords.
I. Navigation keywords Navigation keywords refer to when a user searches for a pending website, he knows which website he wants to go to, but just does n’t remember the URL or is too lazy to enter the URL himself, so directly enter the brand name or specific brand in the search engine. Word. Usually these keywords rank first on the official website that users want to visit.
Some navigation keywords are very clear, such as QQ mailbox login, Jingdong Mall official website. There is usually only one such keyword that best meets the user's intentions, and there is no other explanation. Some navigational searches are a bit fuzzy, such as searching for Jingdong Mall and Taobao. Users may either want to visit the Jingdong Mall or Taobao website, or they may want to watch news or reviews.
Navigation keywords often have a huge search volume. Navigation keywords account for roughly 10% of all searches, which is a significant proportion. Many people even search Google on Baidu and Google on Baidu.
The user knows exactly which website they want to visit, but searches on the search engine, usually because the current user uses the search engine as a bookmark, and is too lazy to put the website into favorites, and too lazy to enter the website by himself, simply go to the search engine and search directly, and then Click on the first result.
When your brand name is searched, it is necessary for the website to come first. Fortunately, as long as the website is not too bad, this is relatively easy to do.
Competitors or other related brands are an opportunity for themselves when used as a navigational keyword search. There is some controversy in the use of their registered trademarks and brand names in the field of search advertising. It is now generally believed that when users search for any brand or trademark, anyone can bid on this keyword, but other companies' registered trademarks and brand names are not allowed in the ad copy.
There are fewer restrictions on natural search. When users search for competitor brands, there is no legal or moral restriction on your site being placed in front. As long as you do not use deceptive methods, such as implying a relationship with the original trademark and brand on the page ( Actually it doesn't matter), selling inferior or even illegal products. Searching for navigation keywords, your website is at the top, and getting traffic from brand searches of your direct competitors is an acceptable and accurate method.
Of course, the appearance and highlighting of competitor brand names in your own pages is generally not appropriate. To stay ahead of competitors' navigational keywords, enhancing external links and anchor text is the main method.
2. Transaction keywords Transaction keywords refer to searches in which users have obvious purchase intentions. Such as "TV online purchase", "Sony Ericsson mobile phone prices" and so on. Transactional keywords account for about 10% of all searches.
Obviously, the commercial value of transaction keywords is the greatest. Users have completed the process of product research and comparison, and are looking for suitable sellers, which is only one step away from online transactions. Attracting such search users has the highest conversion rate. Therefore, when conducting keyword research, I found that keywords with obvious transaction intentions here should be given the highest priority. Special pages can be considered for optimization. The distribution of transaction keywords on the website needs to be very precise, directing users to the page that best convinces the user to buy, rather than unrelated pages such as classification or help.
III. Informational keywords Informational keywords refer to searches that have no obvious purchase intentions and do not contain clear website orientation. Such as "phone pictures", "weight loss methods" and so on. These keywords account for the other 80% of searches.
The number of information searches is the most, and the variation is the most. Users are usually at the stage of understanding demand and researching products. Optimizing informational keywords is the task of long tail pages of a website. Although such keywords do not necessarily lead to purchases, it is also very important to enter the user's field of vision when the user conducts product research. Good website design and excellent copywriting make users who search for information remember the website or brand name, which often results in users directly searching for the website name, that is, navigation keywords, to achieve conversion. The more website content, the greater the chance of appearing in informational keyword results.