如何通过6个简单步骤进行关键词研究

如何做关键词研究图片

Updated March 15, 2022

There used to be a time when you would type a keyword in a search engine and 5 out of the first 10 results were complete trash. Now, when you do your research, you are finding more and more website owners that are doing things right. Keyword research is the first thing you should be doing before developing a content plan, and it’s imperative that you get this step right. 

 

With Google becoming more and more selective in what information they give website owners, it’s critical that you are investing in the right tools to take your keyword research to the next level so that you can remain competitive.

 

In this post, we’re going to show you how to do keyword research step-by-step. We’re also going to be talking about some pretty cool ways you can use 长尾专业版 to find high-volume, low-competition keywords that can quickly skyrocket your website’s rankings. 

 

The first 4 steps of this process are all about discovery. Once you have an initial list of potential keywords, the next steps are to analyze the keywords to figure out how easy (or hard) it will be to rank for them, and then to prioritize the keywords to decide where to start creating content. 

 

Step 1: Make A List Of Relevant Topics For Your Business

Your first step is to simply brainstorm. Start your keyword research by coming up with general topics and generic phrases that might be associated with your business.

 

下面是一个让我们起步的假设性企业示例:

 

  • 杰克凉鞋屋 -仅在线电子商务凉鞋零售商
    • 在线购买凉鞋
    • 买男式凉鞋
    • 运动凉鞋

 

你的名单应该很长。写下任何你能想到的与你的利基或业务相关的东西。如果你对你的利基或业务是新手,思考与之相关的主题和类别的最佳方式之一就是搜索论坛,如 Reddit公司库拉,查看人们在问什么问题。 

 

你的目标是找到客户的“痛点”——他们试图用你的产品或服务解决什么问题。这是您可以获得更具体信息的地方。例如,杰克可能会想到那些想知道“最适合徒步旅行的男式凉鞋”的人

 

当你写下这些想法时,想想 意图 某人在寻找某物时会有的。

 

用户的 搜索意图 是关键字性能的一个非常重要的部分。搜索意图是原因 为什么? 人们执行特定的搜索。人们搜索东西有四个主要原因:

 

  1. 信息意图:想知道特定问题的答案或关于某个主题的更多信息
  2. 导航意图:尝试访问特定页面
  3. 交易意图:浏览时有购买的意图
  4. 商业意图:调查未来的购买;进行产品研究

 

谷歌非常了解人们在进行特定搜索时在寻找什么,所以你也应该这样做!考虑人们搜索特定关键字的原因。知道 搜索意图 可以帮助您更有效地编写和使用关键字。

步骤2:按类别组织关键字

 

在考虑了意图之后,您将希望开始将这些关键字合并到不同的类别中。例如,Jack可以根据凉鞋风格、凉鞋的最佳用途和凉鞋趋势将其术语分为几类。 

 

Categories help you organize your keywords, so you can create silos of content. Silos are important not only to organize the way that you are approaching your ideas, but also to help you perform better on search rankings.

Search engines reward websites that have organized content categories. Indexing, finding context for content, and deciding what result to display are all easier for the search algorithms when your keywords and content is categorized.

 

Divide your keywords using the following outline:

 

  • Group content by category based on topic
  • Divide each group of keywords into subtopics
  • Keep keywords in each subtopic and topic hyper-focused to that topic
  • Try not to overlap keywords between categories

 

Once you have categorized sets of keywords, you can then start building pages for your website. Each category of keywords could potentially be a new page on your site – so you’re tackling keyword research, thinking of SEO, and starting a content plan all in one swoop!

 

Hang on to these categorized lists – they’re going to get a lot bigger soon! You may even want to start a spreadsheet to organize these categories or keywords in a more useful way.

Step 3: Find More Related Keywords

 

The reality is that you only know so much about your business, your audience, and the type of things you think people are looking for. Once you’ve exhausted your own brainstorming sessions, there are several free keyword planning tools that can help you uncover additional related keywords.

 

Related keywords can give your site greater visibility for terms people are searching for that may not be as apparent to you. For example, depending on the brands of sandals that Jack sells, a related keyword could be “why do men’s Sketchers arch fit sandals hurt” or “best OluKai flip flops for men.” These more specific, ‘long tail’ related keywords have lower competition and can be easier to rank for. 

 

To find related keywords, you can use one of these tools:

 

Google Keyword Planner – A free tool that’s part of the Google Ads suite. All you need is a Google account to use this free tool. Once on the dashboard, select “Discover New Keywords,” enter a seed keyword, and a list of related keywords will be populated. You can view individual keywords or group them by relevance. You can also filter based on characteristics of the keywords; for example, Jack can filter related keywords by shoe brand or shoe style.  

 

Google Trends – This isn’t a traditional keyword research tool. Google Trends shows how often a keyword is entered into Google over a given period of time. For example, it shouldn’t be surprising that the search volume for “men’s sandals” peaks in mid-June. Additionally, Google Trends can show you search volume by region as well as related queries sorted by increase in search volume. In other words, what queries are ‘trending’ in the SERPs! This tool can be helpful for planning timely and seasonal content and promotions. 

 

Answer the Public – This clever tool uses the autocomplete data from Google and other search engines to generate a goldmine of keywords and topic ideas. Simply enter a seed keyword, like “men’s sandals” and let the magic begin! Using Answer the Public, Jack will discover that people are also asking things like “what men’s sandals are in style” and “how should men’s sandals fit,” which give Jack some great ideas for content! 

 

Of course, in this point, you can also use 长尾专业版 and get not only ideas but also data and more value for these keywords. 

 

Step 4: Spy On Your Competitors

 

Although you can’t access the Google Analytics of your competitors, you can definitely get a glimpse into which keywords they are targeting on any given page on their website. And this is going to be HUGE for you.

 

在过去的几年里,很容易看到竞争对手对哪些关键词进行排名;你所要做的就是访问他们的页面源代码,对关键字进行CTRL+F(查找),瞧,你有太多的信息可以用于你自己的网页上的类似主题。今天,你将很难找到许多这种方法仍然有效的网站。许多网站所有者已经停止在他们的SEO插件中添加关键词。

 

我喜欢使用 长尾专业版 窥探并查看我的竞争对手在其网站的任何给定页面上针对的关键词。以下是如何做到这一点:

 

在关键字分析(1)下,单击竞争对手关键字(2),然后输入竞争对手的域(3)。Long Tail Pro将返回竞争对手排名的关键字列表(4)。 

 

还有第二个地方,您可以进入竞争对手的域(5),Long Tail Pro将为您快速分析站点的权限(9)(10)和反向链接快照(7)(8)。本节还将告诉您,您的竞争对手能够根据其网站的实力对哪些范围的关键词竞争力(6)进行排名。 

 

记住,你的竞争对手拥有的高质量反向链接越多,他们的网站就越有权威。当两个站点竞争相同的关键字时,具有更高域权限的站点将获胜。这就是为什么在您自己的网站以及竞争对手的网站上密切关注这些指标是如此重要。 

第五步:分析关键词

 

在这一点上,您可能有一个相当大的关键字、术语和长尾短语列表。在你开始随机将它们放入你的内容之前,你需要对它们进行分析,看看你的网站为它们排名有多容易或难。 

 

使用付费关键字工具,如 长尾专业版 将为您提供对可以使用的关键字的深入分析,并帮助您从抽象、主观的决策转变为更客观、基于数据的模式。

 

为此,请返回关键字研究(1)并选择手动关键字(2)。您最多可以添加200个关键字(3),然后点击Retrieve,Long Tail Pro将返回对每个关键字的分析(6)。

 

在您输入竞争对手域的第二个域字段(4)中,这次输入您的域。这将为您提供域权限、反向链接快照以及您应该瞄准的关键词竞争力(5)。在下面的示例中,Long Tail Pro建议尝试对KC低于两个数字中最低值25的关键字进行排名。 

 

从这里,您可以开始理解下面(7)(8)的关键词分析。例如,杰克的主要关键词“男式凉鞋”每月的搜索量超高达11万,但关键词竞争力为46,远远高于杰克推荐的25。换句话说,杰克将无法与亚马逊、捷步达康、DSW、梅西和其他在线鞋业巨头竞争。这告诉杰克,为了能在第一页上排名,他需要看一些更具体的长尾短语。 

关键词研究特征图像

步骤6:确定关键字的优先级

到现在为止,你应该有一个庞大的,有点混乱的感兴趣的关键字列表。其中大多数应该根据其一般类别组织成“一堆”,更多的应该根据用于分析关键词的长尾Pro指标标记优先级分数。

 

有了这些类别和排名,您就可以开始根据页面目标对这堆内容进行排序了。

您的第一个任务是找到更通用、不太具体的搜索词,并将它们与更长、更具体的词分开。它们将构成以下两类:

 

  • “Head”查询 代表总体主题或最通用的搜索版本,例如:
    • 凉鞋
    • 兽医
    • 水暖工

 

  • “长尾”查询 正在寻找有关总体概念一小部分的更具体信息,例如:
    • 女式休闲凉鞋
    • Cat dental clinic
    • Residential water lead level testing

 

As you might imagine, long tail queries and keywords are more vague and harder to cover at once. You may only have a few pages or even just a few sentences dedicated to each one, if at all. This is okay!

 

Long tail queries make up around 70% of the average search, meaning that you don’t have to have all of your bases covered to be considered useful to online searchers. You should, however, cater to the long tail queries that most closely match your specialization, area of interest, or typical clientele requests.

 

At this point, you are almost done with keyword research. This last stage is simply refining your lists and priorities by thinking about what search terms come from the highest-value traffic — i.e. analyzing user intent.

Look at your pool of prioritized keywords and try to decipher where on a buying journey the customer might be. For instance, someone may be searching “how to repair flip-flops” and not necessarily be looking to buy a new pair just yet, whereas someone searching for “best price on leather flip-flops” almost certainly is.

 

Cross-check your newly chosen prioritized keywords with the competition each category faces once more, just to know what you will be up against. Don’t throw anything out just because it seems like it could be harder! Just maybe put it off until later, or keep the challenge in mind when putting your hard-earned research results to use.

 

Suggestions on What to Do with Your Keyword Research Results

This section could fill a whole new guide, so let’s leave it at some quick suggestions for how to use your priority keywords:

 

  • Inform site layout such as navigation, parent pages, and sub-page structure
  • Dictate the verbiage of headers, metadata, page titles
  • Develop a content marketing strategy to help you rank for priority keywords
  • Refine your online word-choice habits on social media when making new pages or when generally leaving a digital trail online
  • 优化您的商业模式,以更紧密地反映最具潜力的细分市场
  • 启动点击付费(PPC/AdWords)活动以获取更多入站流量数据
  • 创建电子表格,帮助您为基于现场绩效的关键字排名分配美元价值
  • 关注社交、本地或其他搜索算法的影响者

 

无论你做什么,都要记住这三个字: 测量、调整、重复. 因为这是做关键词研究,然后让它真正为你的网站工作的最好方法!

 

你的关键词研究从来没有真正完成过,因为你将不断 测量 您的网站 

基于关键字使用的性能, 调整 您追求更好结果的战略,以及 重复该过程 做出调整,帮助您实现目标并推动增长。

 

当您花时间学习如何进行关键字研究时,您可以更好地准备创建一个内容计划,该计划可用于始终如一、毫不费力地向受众交付内容。

 

准备好开始关键词研究了吗?

下载我们的免费模板 对于关键字研究过程 注册 进行试验 长尾专业版。

 

 

开始做关键词研究和创建内容计划,然后看着你的排名和转化率飙升!