3. 6 the bottom 3. 6. 1 of the keyword ranking: factors influencing the keyword ranking
There are a number of factors affecting the ranking of keywords, including the density of keywords, the distribution of keywords, the format and location of keywords, the matching of keywords, the availability of external link anchor text, the updating of websites, the quality and stability of the outer chain, seasonal fluctuations, social hotspot events, etc。
Seasonal fluctuations manifest themselves more clearly in festivals, such as “monthly cake”, which, on the eve of the mid-autumn festival each year, will become a popular search keyword, but the search volume will decline rapidly as the mid-autumn season passes. And that word, in terms of months, is usually in september. Similar keywords include the words “rose” “chococococo” “choose” “choose” “twilight” “year dinner”. Each year, these keywords have an outbreak search period, and others are flat。
In addition, there are major events that occur during fixed periods, such as the oscars, the nobel prizes, the high examinations, the opening of schools, etc. On october 11, 2012, chinese writers won the nobel prize for literature, and for that reason, “one book is hard to get,” there is an emergency supply in the major book cities, and internet sales have been suspended for “pre-sale” and the related key words, such as “unsaid” “nobel” “frog” “frozen ass”, have become popular and even “sorghum” has become more than just a crop name。
The keywords resulting from social hotspot events are often of a certain sudden nature, and the search volume of keywords increases the momentum of large-scale sit-in rockets. After each year of advanced examinations, the writings of the provincial baccalaureate, the relevant materials of the provincial literature, the interviews with them, the final choice of university, etc. Will become the online word. Therefore, in amending the seo programme, we need to take these factors into account in a rational manner, taking into account the characteristics of our website, making plans ahead of schedule, and making a reasonable choice of long end words and the strength of the paid advertising。
3. 6. 2 simplest: natural and competitive ranking
Natural rankings are based on search engine algorithms. When we search for a keyword, the search engine ranks according to the results of the web-based analysis related to the keyword, and then displays the page in which it is assumed that a page most corresponds (or is related to content) to the explanation of the keyword。
Natural ranking
The advantages of natural ranking include the following:
(1) the overall effect is clear, with long-term effects
(ii) low costs and significantly lower costs of ranking against competitive bidding
(3) there is no need to invest in management because of the cost of clicking
(4) a better demonstration of the strength of the enterprise. Also on the first page, if a visitor finds that the enterprise's website is ahead of competitive bidding, this is more indicative of its strength. It was also understood that the enterprise reduced the cost of advertising inputs, so that product prices could be reduced and consumers could buy more affordable products。
The shortcomings of the natural ranking are as follows:
(1) the need for an optimized schedule, from the beginning to the achievement of results, typically takes one to three months
(2) if it is 100-degree optimization and there are already other competitors in the bid ranking, the result of natural optimization can only be below the 100-degree bid ranking。
2. Competitive ranking
Competitive ranking is a result-based network promotion. A small amount of input could bring a large number of potential customers to the enterprise and effectively increase its visibility in terms of sales and brand names。
In the marketing of search engines, the characteristics and main effects of competitive rankings are as follows:
(1) paying for results at relatively low cost
(2) the presence on the search results page is highly relevant to the user's search content, increasing the degree of positioning for outreach
(3) the competitive results appear in the front lines of the search results, which are more likely to attract attention and clicks from users and are therefore more effective
(4) the promotion of the natural search results of the search engine is limited, particularly for websites with poor natural rankings, and the introduction of competitive rankings can well compensate for this disadvantage
(5) enterprises can control their own click prices and promotion costs
(6) enterprises can undertake statistical analysis of user hits。
The competitive ranking is based on the number of potential customer visits that the enterprise receives, and the firm has the flexibility to control the extension of the input to the network to maximize the return。
The advantages of competitive ranking are as follows:
(i) fast-impact, with full value set for key word prices, and ready for promotion; (ii) unlimited number of keywords, which can be promoted by numerous keywords in the backstage, with no limit of their own control
(3) you can enter the top three or even the first if you want to。
The disadvantages of competitive ranking are as follows:
(1) the non-payment of the fee ranking immediately disappears
(ii) the increasing cost of bidding on keywords, which is not low in the long term
(3) competing each other leads to single-click price increases
(4) the existence of deceptive hits resulting in an increase in the advertising budget
(5) key word advertising is subject to clearance through the search engine
(6) if competitive advertising does not generate more hits, advertising may be terminated
(7) the bid is ranked not only for the final bid but also for the number of hits
(8) target users have a natural barrier to advertising and prefer to click on natural sequencing。
3. 6. 3 best wisdom: competitive judgement of keywords
Expectations of key words are the number of searches and the level of competition, while hot search keywords tend to be competitive, and how to make the right judgement is one of the skills required for each seo. Seo needs to be analysed and considered as a whole. Such as analysis of the results of the search, analysis of the 100-degree index, ranking of competitive results, price of bids, number of rankings on the web page, etc。
1. Analysis of search results
The inclusion of a hundred degrees of keyword shows the long-standing social interest of the word, which can be classified as cold, general, frequent and popular. In general, the focus is in the order of 300,000, 300,000 to 1 million, 1 million to 3 million, and more than 3 million are popular. The 100-degree search revealed that aabb recorded 4. 5 million, a standard term。
2 degree index analysis
The 100 degree index is a reference value that combines the concerns of users and those of the media over the past day. A 100-degree index of any keyword is the value of the keyword in the comparison period/the value of the keyword in the base period. The value of the comparison period and the value of the base period were obtained by comparing the number of users searching for the same day with the number of news related to the past 30 days in 100 degrees of news。
3. High ranking of competitive results
The number of advertisements on the right side of the search results page and at the top and bottom is also one of the indicators of competition。
In general, there are professionals within advertisers who do keyword research and advertising, who must have done a detailed level of competition analysis and profit analysis, and who do so only if the key words are effective and profitable. If the search results are only a competition for online content, then the bid is the true number of competitors with real silver and real silver in their competition with you。
The top eight ads on the right side of the search result page are shown, and the eight results are usually shown for more commercially valuable keywords. If there are only two or three ads on the right side of a keyword search page, websites that show less interest in the word are less competitive。
4. Competitive prices
The higher the price, the higher the level of competition. Of course, it cannot be ruled out that two or three advertisers have started a price war to win the top of the ad, pushing the key words that were less competitive to high prices. In fact, if advertisers only want to be in fourth and fifth place, there has been a sharp fall in the price of competition, and the number of advertisers participating in the competition has not been as large。
Moreover, in certain industries with high profitability, searching for bids often exceeds the true level of competition in natural rankings, such as the services of lawyers, special effects medicines, the characteristics of which determine that the profits of an order may be in the tens of thousands of dollars, and companies can refer to the level of the bid, even a few dozen hits. Sales of books, clothing, cosmetics, etc., are not very profitable, nor can competitive prices be too high. The wide variation in advertising prices does not suggest that the level of competition for natural searches really varies so much。
5. Number of web pages ranked
In general, the number of pages in front of the page indicates the lower competition。
Typically, the first page of the website is the most weighted and ranked. If most of the top 20 keywords are on the website, there are few websites where the first page is used specifically to optimize the keyword. If the first page of their website addresses this keyword, the chances of a good ranking are greater. If you have the right to rematch a higher domain name, there are opportunities for classification pages and even product pages。
6. Analysis of relevant keywords
The relevant long-term keywords and 100-degree indices for aabb are as follows:
Aabb expression: 1012
Search result number one: aabb word - 100 degrees library。
Aabb by: 260
Search result number one: aabb speaking — 100% knowledge。
Aabb full of words: 210
Search result number one: aab-aab-style aab-style full of words - 100 degrees library。
Once the above data are checked, we can conclude that long-tailed “aabb-style words” are more attractive than short-tailed “aabb” and that priority is given to competing for more attractive words in order to effectively intercept traffic; that 100 percent of their products are highly valued, and that aabb, as a literaryly strong form of representation, is in the forefront of its own products in order to ensure its authority and network orientation, so that, with respect to difficult key words, we can use the 100 percent to promote ourselves。
