the art of seo(chapter five)

Posted 2020-11-06 hqqq

Keyword Research


***The Theory Behind Keyword Research***
1.Understanding the Impact of Google Hummingbird
understanding the true intention of user query;
co-occurrence analysis,which refers to an analysis of what words appear most commonly on a page and under what circumstances they appear together.
2.Understanding Keyword “Not Provided” and Co-Occurrence Analysis
Rather than simply ranking a given page for how well it is optimized for a specific query,Google will attempt to rank the content that most closely answers the true intent behind the user’s query;
For now it is useful to note that Google is not looking just specifically at the repetition of a single keyword phrase but rather at what kinds of words appear together to signal the page’s true intent and theme and how well the content answers the true intent behind the user’s query;
As you continue through this chapter, consider that the keyword research that you will perform is no longer simply about finding the exact best keyword phrases to specifically optimize pages on your site for, but rather to also help uncover what your potential users actually need to get from your site;
Rather than highly optimizing each page on your site for one or two specific keyword phrases, think about which phrases might belong together on a page and identify the page’s theme and intent;
Rather than trying to overoptimize for the exact number or combination of phrases, write naturally and for your users, using a wide variety of related terms and synonyms that you uncover during the keyword research process.

***Traditional Approaches: Domain Expertise and Site Content Analysis***
1.Including Competitive Analysis
2.Integrating Keyword Research, Co-Occurrence Analysis, and Knowledge of User Intent(tool:Searchmetrics)

***Keyword Research Options***
tools(Google AdWords Keyword Planner;KeywordDiscovery.com)
1.Keyword Research Data from Search Engines
Common usage and phrase combinations;
2.Keyword Research Data from Tools
Google AdWords Keyword Planner and Traffic Estimator;
Google Trends;
Bing Keyword Research;
KeywordDiscovery;
Experian Hitwise;
comScore Search Planner;
WordStream;
SEMrush;
Searchmetrics;
Google Autocomplete;
Google Instant;
Soovle;
YouTube Autocomplete;
Google AdWords Display Planner;
Google Trends for Video;
Ubersuggest;
KeywordSpy;
Visual Thesaurus;
Visuwords.
3.Keyword Research Data Analysis
When you’re researching keywords for your site, it is important to judge each keyword’s value, relevance, and potential conversion rate. If a keyword is strong in all three criteria, it is almost certainly a keyword you want to plan to optimize for within your site.
4.Ad Campaign Runs and Third-Party Search Data
5.Landing Page Optimization

***Leveraging the Long Tail of Keyword Demand***
1.Extracting Terms from Relevant Web Pages
2.Mining Keyword Research Tools
3.Identifying Long-Tail Patterns
4.Applying Editorial Content Strategies for Long-Tail Targeting