SEO基础：一月准备-关键词、优先级与目标

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"SEO基础教程第3章" 本章内容主要围绕搜索引擎优化（SEO）的基础知识展开，源自《Search Engine Optimization: An Hour a Day, 3rd Edition》一书，作者Jennifer Grappone和Gradiva Couzin。这本书是SEO领域的经典读物，适合初学者和有一定经验的从业者学习。以下是本章的核心知识点： 1. SEO概述：SEO是通过优化网站内容、结构和技术设置，以提高其在搜索引擎结果页中的排名，从而吸引更多的有机流量。这一过程包括关键词研究、网站优化、外部链接策略等多个方面。 2. 关键词选择：一个月的准备期首先从精选关键词开始，这需要结合直觉和深入的研究。关键词是用户在搜索引擎中输入的词或短语，选择正确的目标关键词对于吸引目标受众至关重要。要考虑到关键词的相关性、搜索量以及竞争程度。 3. 网站评估：在确定关键词后，需要对网站进行自我评估，检查其在搜索引擎中的表现。这包括分析网页排名、网站结构、元数据（如标题标签和元描述）、内容质量和可访问性等因素。 4. 设置分析工具：安装和配置网站分析工具（如Google Analytics）是重要步骤，它能帮助你跟踪网站流量、用户行为和转化率，以便了解SEO策略的效果，并据此调整优化计划。 5. SEO规划：本章强调了制定明确目标的重要性，你需要根据业务需求设定SEO目标，这些可能包括提高品牌曝光度、增加网站流量、提升转化率等。同时，了解搜索引擎的工作原理也是做好SEO的基础。 6. 持续优化：SEO不是一次性的任务，而是持续的过程。每天投入一小时进行相关工作，包括监控关键词排名、更新内容、改进用户体验等，将有助于长期的SEO成功。本章内容旨在引导读者逐步建立有效的SEO策略，从关键词选择到目标设定，再到网站分析和持续优化，每个环节都对提升网站的搜索引擎可见性有着重要影响。通过系统的规划和执行，可以显著提高网站在搜索引擎中的表现，从而驱动更多有价值的流量。

Your Customers If you (or anyone on your SEO team) have the ability to check in with customers about what phrases

they use to describe your products or services, now is the time to get in touch with them and find out! Your salespeople

might also take this opportunity to confess: "Oh yeah, it's called Closure Management Technology on the website, but

when we talk with customers, we always just call it zippers."

Your Internal Search Engine If your website has a search box on it, it's time to get sneaky! You can use its usage

information for your SEO campaign. Talk to your webmaster about collecting the following information about site visitors

who use your internal search engine:

n What terms do they search for?

n What results are they shown?

n What pages do they choose to click on (if any)?

Keep a running list of top terms your site visitors are searching for; these terms are likely to be good target keywords for

your SEO campaign.

There's plenty more that an internal search engine can do for you. Visit Chapter 10, "Extra Credit and Guilt-Free Slacking",

for more information.

Related Terms on Search Engines Many search engines offer suggestions for related terms after you perform a search.

For example, Bing has "Related Searches" along the left-hand side of the search results that shows a variety of terms

related to your search (see Figure 6.2). These related terms can be good additional keyword choices.

We immediately advised Janet to go with the long tail flow and optimize for more keywords to attract even

more search traffic. We encouraged her to include the type of item being featured in every blog post title.

Instead of "It's a Cinch," title it "Handmade Leather Belts: It's a Cinch." Instead of "In the Bag!" title it "Summer

Purses: In the Bag!"

Additionally, Janet now adds tags like "fiber arts," "jewelry," and "art prints" to every blog post—taking

advantage of another opportunity to describe her content using a wide range of target keywords.

Take a lesson from Etsy Stalker: While you're planning for your pie-in-the-sky keywords, don't ignore your

meat-and-potatoes traffic!

SearchEngineOptimization:AnHouraDay,3rdEdition

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Figure 6.2: Related terms on Bing

Friends, Neighbors, and the Unexpected One major problem we have observed with keyword choice is that businesses

tend to become too caught up in the insider terminology they use to describe themselves. If your target audience goes

beyond industry insiders, be sure to seek out input from unexpected sources. Your friends and neighbors, or even the

neighbor's kid, can provide surprisingly helpful ideas.

Competitors' Websites Later this month, we'll have you digging through your competitors' websites like a hungry raccoon

in a dumpster. For the moment, try breaking up keyword writer's block by browsing your competitors' sites to see what

terms they are using to describe themselves.

Wednesday Keyword Data Tools

You've got a nice long list of keywords. But the list doesn't mean much to you until you find out which of these keywords

are actually being used by searchers. You're also going to want a sense of how competitive the search space is for a

keyword so you can get a handle on just how hard you might have to fight to rank well for it.

Fortunately, keyword analysis tools are available to help you suss out this important information. And also, fortunately,

there are not so many different high-quality options to choose from, so the decision is far from overwhelming. We'll discuss

the top three here:

n Wordtracker

n Keyword Discovery

n Google AdWords keyword tool

Today is a study hall day. You're going to find these tools and take them for a little spin.

Wordtracker

Wordtracker is the keyword research tool of choice for many SEO professionals. In a nutshell, it tells you how many people

are searching for the terms you may want to use on your site. It does this by monitoring and recording searches on the

meta search engines Dogpile and MetaCrawler. You can use it to get an estimate of how many searches will be performed

for a given term, and it is also an excellent source of related terms (see Figure 6.3).

NowGo to the Keywords Worksheet and add your new ideas to the list in the Keyword column.

SearchEngineOptimization:AnHouraDay,3rdEdition

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