To do SEO, the first step is to understand your customers, do a good job of SEO customer analysis, and then understand user needs, think about which keywords customers search for, and then do SEO keyword analysis, so as to find the most suitable for the current stage Keywords, let’s learn together!
SEO target customer analysis
The following are some of our practices. The first is customer research. If you have already done some business on the Internet, you may have heard the vocabulary called customer portrait, which means to understand what your customers are like. A case.
The description of his client portrait looks like this:
The parents of a high school basketball player, aged 37-59, male or female, estimated income of $50,000 to $150,000 a year, hobbies and interests are related to his high school basketball children . Some of his problems are that he hopes to have more time to practice and spend more time playing with their children. The goal is to hope that his children will participate in better leagues and so on.
This type of customer research does not only help you to create products for them, of course, it is also very important for our SEO, including our content marketing, because it explains that to be successful in SEO, we must focus on the concerns of these customers Some of the content that people will look for, and build around the themes of these things
Unless you can know who your customers are, you cannot understand what they are searching for. Then I will talk about this topic later.
So here he recommends a tool for mining customer portrait records. We can study together later. Then this tool is free and can help us build a customer portrait. At the end of the step, we can get a detailed one. Customer portraits, and you can open them whenever you want, which may be more convenient. We can study them together later.
SEO keyword research
Generally speaking, keywords are categorized into two categories. One category of keywords is when people use them to search, they are directly searched products, and they hope to buy things. This term is called product keywords.
Other users are not particularly looking for certain products when they search. They only obtain information, so they are called information keywords.
Let’s take an example. For example, if we operate an online e-commerce and sell tennis shoes, then our product keywords may be some, such as
- Free tennis shoes
- Nike tennis shoes
- Larger size tennis shoes
Another part of the information keyword is some users, that is, they want to search for some information, but not necessarily to buy shoes. For example
- A tutorial of a certain play
- How to stop some errors
- A suitable backhand form
- How to hit a ball
Here are some suggestions for keyword research
Let’s first talk about using Google’s auto-complete function
Everyone must have seen it. When you enter some keywords in the search box, Google will pop up some suggestions. This may be turned on and off. Generally, it is turned on by default.
You can try it. We say that a certain diet will show a lot of things, such as the food, menu, definition, plan, etc. of a certain diet. This is a keyword hint from Google. If you are doing research, it is strongly recommended that you try it, you can get a lot of these keywords.
The second is to use answer the public
Answer the public on the website to enter some keywords and phrases. This is a great free tool to find information keywords.
For example, we have a blog about the diet method just now. After you enter this, it will pop up a variety of questions.
In this way, you can choose a lot of themes from it. For example, the author emphasizes “Will the diet add this thing”. This is the theme that brought us a very good blog post or video.
Next, it is recommended to use a keyword research tool.
There are so many keyword research tools, here the author lists some:
- Keywords Everywhere Extension
- Moz Keyword Explorer
- Seed Keywords
Even if the Keyword Planner is designed for Google advertising, it is still very suitable for our SEO. It is also relatively simple to use, you just enter keywords, and then you can get the exact vocabulary one by one.
We look at this chart, its monthly estimated traffic competitiveness, etc., the current situation of a paid auction.
These search volumes are not very accurate. We can see that its range is very large, with a 10-fold gap, so it can’t tell us exactly how large the volume is.
If you want to know the exact amount, you need to run a Google advertising campaign yourself in order to get the actual data. For example, if you have to spend money here, he knows that there is only so much traffic.
If you want to get accurate traffic, you can also use third-party tools. For example, the famous Ahrefs, semrush and so on. Their data is more accurate, but we don’t have to worry about it at the beginning. Google’s keywords planner is enough to give us a general situation. We know which words are searched for a certain amount, and which have no amount at all. In other words, it means that this range can help us find the right vocabulary to do.
So the last suggestion, if we are newbies, we would like to focus on some long-tail keywords.
It’s because the long-tail keywords are less competitive and easier to do. Let’s look at this picture. This is a diagram of the long-tail principle.
The vertical axis is competitive. This is the traffic of a word, that is, the traffic of long-tail words is small, but it is a lot and it is very accurate, and its conversion rate is very high, so the horizontal axis is the conversion rate, which is actually an accurate Degree. Some large-volume words have high competition, but the conversion rate is not necessarily high. These high-volume words are usually single words, such as Tshirts. Two or three words are generally competitive, and the volume is average, and the conversion rate is not very high. For example, blue T-shirts, blue T-shirts, There are a lot of long-tail words, either a single word or a long-tail word, because there are blue American aperiod T-shirts, what do you have for various types of T-shirts such as yellow, orange, etc. , So many words are not much each, the total amount is still very much, but this single word is not high in competition, and the conversion rate is very high, which is very suitable for novices to do.