The significance of researching keywords: 1. Make sure that someone is searching for the target keyword. 2. Reduce the difficulty of optimization; find keywords with more searches and lower difficulty. Only in this way can website optimization achieve certain results within a certain budget and cycle. 3. Find effective traffic. 4. Ensure search diversity. 5. Discover new content.

One of the most common mistakes many people make when building a website is to skip competition research and start building it without planning the target keywords accordingly. This often leads to two results: one is that the keywords you want to want to rank for cannot be ranked high, and the other is that the keywords that you think are good are ranked on the first page and have little traffic.

Conducting competitive research and determining appropriate keywords is the first and essential step in SEO. Competitive research includes keyword research, competitor research and existing website evaluation and diagnosis, among which keyword research is the most important. The significance of researching keywords lies in the following aspects:

1. Make sure that someone is searching for the target keyword

If no one is searching for the keyword, even if it is on the homepage, it will not be there significance. Because words that no one searches for have no value. For example, many times when determining target keywords, you will think of your own company name or your own product name. However, if the product or company is not well-known, no users will search for the company name or website name. If the product name does not include the common name of the product, And often no one searches for it. Many times, even if you use common keywords in the industry, there may not be enough real searches. For example, the Baidu Index shows that the word "SEO" is searched more than five to six thousand times a day, but most of the search groups are webmasters who are studying and recording the ranking trends of this word, rather than being interested in SEO services. To determine appropriate keywords, first ensure that there is a certain number of user searches. If you make the wrong choice in this regard, it will be a disaster for your website's SEO.

2. Reduce the difficulty of optimization

It is often unscientific to find keywords with search volume and only target the popular and most searched words. Because such words are often very difficult to compete with, you need to consider the possibility of doing it. For example, there are many users searching for words such as "rent a house", "weight loss" and "travel". However, for small and medium-sized enterprises and individual webmasters, it is particularly difficult to get these words to the top. Because there is no strong resource and human support. Spending time, energy, and budget on impossible goals is a waste.

Doing keyword research is to find keywords that are searched more frequently and are less difficult. Only in this way can website optimization achieve certain results within a certain budget and cycle.

3. Find effective traffic

Ranking and traffic are not the ultimate goal. The ultimate goal is that effective traffic brings conversions. What is needed is the best input-output ratio.

Assuming that the website provides lawyer services, positioning the core keyword as "lawyer" is generally not the best choice. It is difficult to judge the motivation and purpose of users searching for the keyword "lawyer". You may be looking for lawyer services, bar qualification examination content, university major application guidance, etc. If such users come to the website, it is basically impossible to convert them into paying customers.

But if you position the core keyword as "Shenzhen Lawyer", it will be more targeted, because the user has already revealed a certain purchase intention. If the target keyword is "Shenzhen criminal lawyer", the user's purchase intention or commercial value will be higher. It is almost certain that the user is looking for lawyer services in the region and specific cases. Such users are effective traffic, because the probability of conversion brought by such users is very high.

Traffic itself is not necessarily revenue. It is likely to be a waste of bandwidth and unnecessary efforts by customer service. Only effective traffic that can be converted is revenue. Finding accurate, high-potential target keywords is the purpose of keyword research.

4. Search diversity

Search terms are not limited to popular keywords that we can easily think of. After all, there are thousands of people, and everyone has different ideas. Many users search for keywords that webmasters themselves cannot imagine.

For example, if someone wants to know how to make crabs more delicious, people who know how to search will search for "crab recipes". But many users will search "How to make crabs more delicious?". It can be seen from here that many users not only search for keywords, but even search for complete sentences. Whether from the perspective of user intent and business value, or from the length of the search terms, more specific and longer search terms are of great significance.

SEOer must know which more specific words users are searching for in addition to searching for industry general names, and how many times these words are searched, so that the core keywords of the website can be determined.

5. Discover new content

People's thinking is limited, and many people's ideas are easily limited to the things they use most. However, users' needs are ever-changing, and their Internet experience is also different. The words they search for are often beyond our expectations.

Using the keyword tool to dig out related keywords, you will see a lot of words that you would never search for but that users are actually searching for. In this process, you can often find subject words and modifiers that have commonalities or obvious trends. Splitting, rearranging, combining and integrating these words into the website is one of the best ways to discover new content and expand content sources.

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