{"id":282,"date":"2019-05-03T18:50:07","date_gmt":"2019-05-03T10:50:07","guid":{"rendered":"http:\/\/www.86i87.com\/?p=282"},"modified":"2019-05-03T18:50:07","modified_gmt":"2019-05-03T10:50:07","slug":"%e4%b8%80%e5%b0%8f%e6%97%b6seo%e9%80%9f%e6%88%90%e6%89%8b%e5%86%8c-%e5%85%b3%e9%94%ae%e8%af%8d%e6%8c%96%e6%8e%98","status":"publish","type":"post","link":"https:\/\/86i87.com\/?p=282","title":{"rendered":"\u4e00\u5c0f\u65f6SEO\u901f\u6210\u624b\u518c-\u5173\u952e\u8bcd\u6316\u6398"},"content":{"rendered":"

\u5173\u952e\u8bcd\u6316\u6398\u8fd9\u9879\u5de5\u4f5c\u4e3a\u4f55\u91cd\u8981\uff1f\u4e3a\u4ec0\u4e48\u5728\u5f00\u59cbSEO\u4f18\u5316\u4e4b\u524d\u5c31\u9700\u8981\u6316\u6398\u5173\u952e\u8bcd\uff1f<\/p>\n

\u7b54\u6848\u4e5f\u5f88\u7b80\u5355\uff0c\u5982\u679c\u4e0d\u77e5\u9053\u7528\u6237\u4f1a\u5728\u641c\u7d22\u6846\u91cc\u8f93\u5165\u4ec0\u4e48\u641c\u7d22\u8bcd\uff0c\u4f60\u5c31\u6ca1\u529e\u6cd5\u53bb\u6784\u9020\u5185\u5bb9\uff0c\u4ece\u7528\u6237\u7684\u89d2\u5ea6\u51fa\u53d1\u601d\u8003\u4ed6\u4eec\u9700\u8981\u4ec0\u4e48\u6837\u7684\u4fe1\u606f\u3002\u76f8\u6bd4\u9009\u62e9\u5408\u9002\u5173\u952e\u8bcd\u7684\u7ade\u4e89\u5bf9\u624b\uff0c\u5982\u679c\u4f60\u4f18\u5316\u9519\u4e86\u5173\u952e\u8bcd\uff0c\u8981\u4e48\u662f\u6ca1\u4eba\u641c\uff0c\u8981\u4e48\u662f\u5f88\u96be\u505a\u4e0a\u53bb\uff0c\u7b56\u7565\u5c31\u4f1a\u6709\u5f88\u5927\u95ee\u9898\u3002<\/p>\n

\u5173\u952e\u8bcd\u7814\u7a76\u7684\u76ee\u6807<\/h2>\n

\u7406\u89e3\u641c\u7d22\u9700\u6c42\u548c\u73af\u5883\uff0c\u5236\u5b9a\u66f4\u5408\u9002\u7684SEO\u7b56\u7565<\/h3>\n

\u8bb8\u591a\u5e74\u4ee5\u524d\uff0c\u6211\u670d\u52a1\u8fc7\u4e00\u5bb6\u521b\u4e1a\u4f01\u4e1a-Crowd Crow\uff0c\u4ed6\u4eec\u5bb6\u4ece\u5c0f\u519c\u573a\u4e3b\u624b\u91cc\u6536\u8d2d\u725b\u6392\u76f4\u63a5\u9001\u5230\u4f60\u5bb6\uff0c\u76f8\u6bd4\u76f4\u63a5\u4ece\u8d85\u5e02\u8d2d\u4e70\u7684\u5de5\u4e1a\u5316\u751f\u4ea7\u7684\u725b\u6392\uff0c\u7b97\u5f97\u4e0a\u662f\u6709\u81ea\u5df1\u7684\u7279\u8272\uff0c<\/p>\n

\u4f46\u5f53\u65f6\u5728\u5206\u6790Crowd crow SEO\u7684\u65f6\u5019\uff0c\u6211\u4eec\u53d1\u73b0\u4e86\u641c\u7d22\u7ade\u54c1\u7684\u4eba\u66f4\u591a\uff0c\u50cfOmaha \u725b\u6392\u7684\u641c\u7d22\u91cf\u751a\u81f3\u6bd4\u201c\u5728\u7ebf\u8d2d\u4e70\u725b\u6392\u201d\uff0c\u201c\u7f51\u4e0a\u4e70\u8089\u773c\u725b\u6392\u201d\uff0c\u751a\u81f3\u6bd4\u201c\u4e70\u725b\u6392\u201d\uff0c\u201c\u7f51\u4e0a\u725b\u6392\u201d\u8fd9\u4e9b\u66f4\u5bbd\u6cdb\u7684\u54c1\u724c\u8bcd\u68c0\u7d22\u91cf\u8fd8\u8981\u9ad8\u3002<\/p>\n

\u548c\u4e4b\u524d\u7684\u6848\u4f8b\u201c\u8db3\u7403\u961f\u670d\u201d\u76f8\u6bd4\uff0c\u5173\u952e\u8bcd\u68c0\u7d22\u73af\u5883\u5927\u4e0d\u76f8\u540c\uff0c\u5728\u7403\u8863\u884c\u4e1a\uff0c\u54c1\u724c\u8bcd\u7684\u68c0\u7d22\u91cf\u6bd4\u901a\u7528\u8bcd\u8981\u5c11\uff0c\u56e0\u6b64\u9488\u5bf9\u7403\u8863\u7684\u505a\u6cd5\u662f\u63d0\u4f9b\u54c1\u724c\u77e5\u540d\u5ea6\uff0c \u725b\u6392\u7684\u505a\u6cd5\u5219\u662f\uff1a\u6211\u4eec\u5982\u4f55\u53bb\u670d\u52a1\u597d\u5df2\u7ecf\u5b58\u5728\u7684\u9700\u6c42<\/p>\n

\u4e0a\u9762\u5c31\u662f\u6211\u4eec\u8bb2\u7684\u7684\u641c\u7d22\u73af\u5883\u5206\u6790\uff0c\u53ef\u4ee5\u63d0\u4f9b\u7ed9\u51b3\u7b56\u548c\u5e02\u573a\u6216\u662f\u4f60\u7684\u5ba2\u6237\uff0c\u4e0b\u9762\u6211\u770b\u770b\u9488\u5bf9\u8fd9\u4e2a\u725b\u6392\u7684\u5ba2\u6237\u6211\u4eec\u80fd\u505a\u4e9b\u4ec0\u4e48\uff1f<\/p>\n

\u00a0\u6574\u7406\u51fa\u7b26\u5408\u5e02\u573a\u76ee\u6807\u548c\u80fd\u83b7\u5f97\u6392\u540d\u7684\u5173\u952e\u8bcd\u5217\u8868\uff0c<\/h3>\n

The next goal of keyword research, we want to create a list of terms and phrases that we can then use to match our marketing goals and achieve rankings. We want to make sure that the rankings that we promise, the keywords that we say we’re going to try and rank for actually have real demand and we can actually optimize for them and potentially rank for them. Or in the case where that’s not true, they’re too difficult or they’re too hard to rank for. Or organic results don’t really show up in those types of searches, and we should go after paid or maps or images or videos or some other type of search result.<\/p>\n

\u7ed9\u5173\u952e\u8bcd\u518d\u5217\u4e2a\u4f18\u5148\u7ea7\uff0c\u5148\u53bb\u4f18\u5316\u6700\u91cd\u8981\u7684\uff0cROI\u9ad8\u7684\u5173\u952e\u8bcd<\/h3>\n

We also want to prioritize those keyword investments so we’re doing the most important work, the highest ROI work in our SEO universe first. There’s no point spending hours and months going after a bunch of keywords that if we had just chosen these other ones, we could have achieved much better results in a shorter period of time.<\/p>\n

\u5339\u914d\u5173\u952e\u8bcd\u548c\u7f51\u7ad9\u73b0\u6709\u5185\u5bb9\uff0c\u8fdb\u884c\u5b8c\u5584<\/h3>\n

\u65e0\u5185\u5bb9\uff0c\u65b0\u5efa\uff0c\u6709\u5185\u5bb9\u6392\u540d\u67e5\uff0c\u4f18\u5316\u6392\u540d\u3002<\/p>\n

\u7406\u89e3\u641c\u7d22\u7ed3\u679c\u4e2d\u7684\u6bcf\u4e00\u6761\u4fe1\u606f<\/h2>\n

So an important part of understanding how search engines work \u2014 we’re going to start down here and then we’ll come back up \u2014 is to have this understanding that when you perform a query on a mobile device or a desktop device, Google shows you a vast variety of results. Ten or fifteen years ago this was not the case. We searched 15 years ago for “soccer jerseys,” what did we get? Ten blue links. I think, unfortunately, in the minds of many search marketers and many people who are unfamiliar with SEO, they still think of it that way. How do I rank number one? The answer is, well, there are a lot of things “number one” can mean today, and we need to be careful about what we’re optimizing for.<\/p>\n

<\/figure>\n

So if I search for “soccer jersey,” I get these shopping results from Macy’s and soccer.com and all these other places. Google sort has this sliding box of sponsored shopping results. Then they’ve got advertisements below that, notated with this tiny green ad box. Then below that, there are couple of organic results, what we would call classic SEO, 10 blue links-style organic results. There are two of those. Then there’s a box of maps results that show me local soccer stores in my region, which is a totally different kind of optimization, local SEO. So you need to make sure that you understand and that you can convey that understanding to everyone on your team that these different kinds of results mean different types of SEO.<\/p>\n

Now I’ve done some work recently over the last few years with a company called Jumpshot. They collect clickstream data from millions of browsers around the world and millions of browsers here in the United States. So they are able to provide some broad overview numbers collectively across the billions of searches that are performed on Google every day in the United States.<\/p>\n

Click-through rates differ between mobile and desktop<\/h3>\n

The click-through rates look something like this. For mobile devices, on average, paid results get 8.7% of all clicks, organic results get about 40%, a little under 40% of all clicks, and zero-click searches, where a searcher performs a query but doesn’t click anything, Google essentially either answers the results in there or the searcher is so unhappy with the potential results that they don’t bother taking anything, that is 62%. So the vast majority of searches on mobile are no-click searches.<\/p>\n

<\/figure>\n

On desktop, it’s a very different story. It’s sort of inverted. So paid is 5.6%. I think people are a little savvier about which result they should be clicking on desktop. Organic is 65%, so much, much higher than mobile. Zero-click searches is 34%, so considerably lower.<\/p>\n

There are a lot more clicks happening on a desktop device. That being said, right now we think it’s around 60\u201340, meaning 60% of queries on Google, at least, happen on mobile and 40% happen on desktop, somewhere in those ranges. It might be a little higher or a little lower.<\/p>\n

The search demand curve<\/h2>\n

Another important and critical thing to understand about the keyword research universe and how we do keyword research is that there’s a sort of search demand curve. So for any given universe of keywords, there is essentially a small number, maybe a few to a few dozen keywords that have millions or hundreds of thousands of searches every month. Something like “soccer” or “Seattle Sounders,” those have tens or hundreds of thousands, even millions of searches every month in the United States.<\/p>\n

<\/figure>\n

But people searching for “Sounders FC away jersey customizable,” there are very, very few searches per month, but there are millions, even billions of keywords like this.<\/p>\n

The long-tail: millions of keyword terms and phrases, low number of monthly searches<\/h3>\n

Google\u7684CEO\u8bf4\u8fc7\uff0c\u6bcf\u5929Google\u63a5\u6536\u7684\u641c\u7d22\u8bcd\u4e2d \uff0c\u670920%\u662f\u4ece\u6765\u6ca1\u6709\u4eba\u641c\u8fc7\u7684\uff0c\u8fd9\u4e5f\u53ef\u4ee5\u4f50\u8bc1\u957f\u5c3e\u8bcd\u7684\u6d41\u91cf\uff0c\u60f3\u60f3\u770b\u6bcf\u4e2a\u6708\u53ea\u641c\u4e861\u6b21\uff0c5\u6b21\u6216\u800510\u6b21\u7684\u8bcd\uff0c\u8fd9\u4e9b\u8bcd\u7684\u91cf\u96be\u4ee5\u4f30\u8ba1<\/p>\n

The chunky middle: thousands or tens of thousands of\u00a0keywords with ~50\u2013100 searches per month<\/h3>\n

If you want to get into this next layer, what we call the chunky middle in the SEO world, this is where there are thousands or tens of thousands of keywords potentially in your universe, but they only have between say 50 and a few hundred searches per month.<\/p>\n

The fat head: a very few keywords with hundreds of thousands or millions of searches<\/h3>\n

Then this fat head has only a few keywords. There’s only one keyword like “soccer” or “soccer jersey,” which is actually probably more like the chunky middle, but it has hundreds of thousands or millions of searches. The fat head is\u00a0higher competition and broader intent.<\/strong><\/p>\n

Searcher intent and keyword competition<\/h3>\n

What do I mean by broader intent? That means when someone performs a search for “soccer,” you don’t know what they’re looking for. The likelihood that they want a customizable soccer jersey right that moment is very, very small. They’re probably looking for something much broader, and it’s hard to know exactly their intent.<\/p>\n

However, as you drift down into the chunky middle and into the long tail, where there are more keywords but fewer searches for each keyword, your competition gets much lower. There are fewer people trying to compete and rank for those, because they don’t know to optimize for them, and there’s more specific intent. “Customizable Sounders FC away jersey” is very clear. I know exactly what I want. I want to order a customizable jersey from the Seattle Sounders away, the particular colors that the away jersey has, and I want to be able to put my logo on there or my name on the back of it, what have you. So super specific intent.<\/p>\n

Build a map of your own keyword universe<\/h2>\n

As a result, you need to figure out what the map of your universe looks like so that you can present that, and you need to be able to build a list that looks something like this. You should at the end of the keyword research process \u2014 we featured a screenshot from Moz’s Keyword Explorer, which is a tool that I really like to use and I find super helpful whenever I’m helping companies, even now that I have left Moz and been gone for a year, I still sort of use Keyword Explorer because the volume data is so good and it puts all the stuff together. However, there are two or three other tools that a lot of people like, one from Ahrefs, which I think also has the name Keyword Explorer, and one from SEMrush, which I like although some of the volume numbers, at least in the United States, are not as good as what I might hope for. There are a number of other tools that you could check out as well. A lot of people like Google Trends, which is totally free and interesting for some of that broad volume data.<\/p>\n

<\/span><\/span><\/figure>\n

So I might have terms like “soccer jersey,” “Sounders FC jersey”, and “custom soccer jersey Seattle Sounders.” Then I’ll have these columns:<\/p>\n