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【SEO知识】提升SEO效果的7类关键词

7 types of keywords to boost your SEO strategy

提升SEO效果的7类关键词

 

Wondering what kinds of keywords you should be targeting? Columnist Ryan Shelley shows how to categorize keywords using a personalized and industry-focused approach.

想知道你应该使用哪些类型的关键词么?专栏作者Ryan Shelley告诉你如何用个性化和行业化分析法对关键词进行分类。

 

 

资料来源:http://searchengineland.com

作者:Ryan Shelley

翻译:思亿欧外贸快车市场部

 

 

Keywords are essential to every aspect of your SEO campaign, from on-site placement and usage to link prospecting and acquisition. Knowing which terms to target and how to target them can either produce great results or end in a huge flop.

关键词对于你的SEO工作的方方面面都是至关重要的,从站内布局到链接获取。知道设定哪些目标关键词和如何优化这些关键词,可能导致巨大的成功,或者失败。

 
 

Defining and categorizing your keywords will help in your link outreach and community building online, both of which are essential in order to drive relevant traffic to your site. While there are a number of schools of thought when it comes to the types of keywords we should use, I want to walk you through the seven types we use at my company and how we use them in all areas of our SEO strategy.

界定关键词和对关键词进行归类,将有助于你的外链和在线社区的建立,这两点对于为你的网站引入相关的流量都是很重要的。关于该使用哪些类型的关键词,已经有很多现成的方法,在本文我只想跟你分享我们公司采用的七类关键词,和我们如何在SEO策略的各个方面来使用这些关键词。 

 

 

1. Market-defining keywords

市场维度的关键词

 

Market-defining keywords are terms and phrases your target audience uses when talking about your business or industry. These phrases are usually very broad and generic, so they are often much harder to rank for than others; nonetheless, they are still extremely important.

市场维度的关键词是指你的目标受众在谈论到你的生意或行业时所用到的那些词汇和短语。这些词通常很宽和泛,所以会比其它词要更难取得好的排名,尽管如此,他们仍然极其重要。

 
 

These terms are critical in your on-page optimization. Following SEO best practices, add these terms throughout your site pages. Market-defining keywords are also helpful in jump-starting your content creation. Framing these keywords inside broader questions can help you develop some great content for your site or blog.

这些词对于你的站内页面优化是很关键的,你需要采取最好的SEO手段,将这些词布局在你的网站页面上。市场维度的关键词对于启发你的内容创意也是很有帮助的,通过这些词来扩展一些更宽泛的问题,能帮助你在站内或博客上创建优质的内容。 

 
 

When it comes to link acquisition, use these terms to prospect for link- or community-building opportunities. I know manual link building is not the most glamorous thing these days, but it works better than any other method. These terms may uncover some other great sites within your field that you can partner with.

你还可以用这些词来寻求链挡或社区创建的机会。我知道手动创建链接如今已不是新鲜事物了,但它仍然是最好的办法。这词汇可能会帮你发现到你行业中其它一些不错的网站,你可以跟他们建立友链关系。 

 

 

2. Customer-defining keywords

顾客维度的关键词

 

Customer-defining keywords are the terms and phrases your customers use to define themselves. What do your customers call themselves? How do they refer to others in their group? These two questions will guide you to uncovering these powerful keywords.

顾客维度的关键词是指顾客们定义自己时所使用的词汇和短语。你的顾客们通常怎样自称?他们在群体中是如何对他人介绍自己的?这两个问题可以帮助你去发现到顾客维度的这类重要的关键词。

 
 

This type of keyword is important because it will help you discover others who relate to your target audience. Some may be directly related to your customer base, and others may be in a similar niche. Either way, by using these terms, you can uncover some great insight into how your audience speaks and how you can frame your site in a way that entices them to interact.

这类关键词很重要,因为仓们能帮助你发现与你的目标受众相关的其他人。有些可能是与你的客户群直接相关的,有些可能是处于类似的领域。不管是哪种情况,使用这类关键词,你能洞见你的受众是如何发声的,而且有助于你构建一个可以引导他们与你有交互的网站。

 
 

SEO is much more than just search; it’s about creating a connection. Customer-defining keywords will help connect you with those who want or need your product or service. By understanding how your audience defines themselves, you can create better content, build more contextually appropriate links and build better, more authentic connections online.

SEO远远不止于搜索,它是建立一种连接。顾客维度的关键词帮助你同那些需要你的产品和服务的人建立连接。了解了你的受众是如何定义自己的,你可以创建更好的内容,从而建立与内容更匹配的链接,和建立更牢靠的在线关系。 

 

 

3. Product keywords

产品关键词

 

Product keywords describe what you sell. When listing out and researching these terms, be specific. For example, if you sell computers, use the brand names as well: Dell laptop, MacBook Pro, Surface Pro and so on. This will help you uncover some great opportunities and prospects who meet very specific niches within your target customer segment.

产品关键词是描述你卖什么的词。当你列示和重新整理这些词时,要具体。例如,你卖的是电脑,那么同时要带上品牌名称:戴尔笔记本电脑、MacBook ProSurface Pro等。这样可以帮你发现到一些很棒的机会和一些你的顾客群体中某些特定领域的潜在顾客。 

 
 

In most spaces, you can find smaller segments that are very devoted to a particular brand, style or type of product. Within these segments, you’ll find product enthusiasts who are normally more likely to take action when approached for linking and brand building. Product keywords are great for use on your site and a great starting point for creating targeted content for your blog.

多数情况下,你能找到钟情于某些特定品牌、款式或类型产品的更加细分的顾客群。在这个细分群体里,你能发现到一些产品的狂热者在链接建立或品牌创建里就很有可能采取购买行动。产品关键词用在网站上是很好的,而且还是为你的博客创建目标内容的很好了的起点。

 

 

4. Industry thought leaders

行业意见领袖

 

Industry thought leaders are individuals or groups within your market segment that are known, respected and set the tone. These are the people everyone else knows, and if they don’t, they should. While these keywords won’t be in your home title tag, they are very helpful for your outreach efforts. Industry thought leader terms will help you uncover PR and interview opportunities that can attract targeted traffic to your site.

行业意见领袖是在你的细分市场里面的那些有名望的、受人尊重的和为行业定基调的个人或群体。这些人为所有其他人所知,如果有人不知道,那他也应该知道。如果这些名字出现在你的首页标题标签里,对于你的业务扩展是很有帮助的。行业意见领袖关键词将帮助你发现到一些可以为你的网站引流的公共关系和访谈的机会。

 
 

Some great places to look for experts, if you aren’t sure who they are, include Amazon, Google, Facebook and Twitter. Connecting with them on social is great way to join the conversation, add value and even learn more yourself. The more you get to know the experts, the better you will be able to position your offering.

如果你不知道你的行业的意见领袖是谁,有一些地方是可以让你找到这些人的,比如Amazon, Google, FacebookTwitter。在社交媒体上与他们建立关系是参与他们的话题、为自己增值和更加了解自己的极好方式。你与专家们越熟悉,你就能越好地推广你的产品。 

 

 

5. Competing company names

竞争公司的名称

 

Competing company names are useful in uncovering how others report on and treat companies similar to yours. These terms are similar to industry thought leaders in that you won’t be using them for on-site optimization. Using competing company names, you’ll be able to see who has covered your competition in the news, on forums and blogs — and you can dig into their reviews to get a better idea of what you are up against.

竞争公司的名称对于发现其它人是如何评论和对待同类的公司是很有用的。同行业意见领袖类的关键词一样,这类词你不要用来作站内优化。使用竞争公司的名称,你可以知道在新闻、论坛和博客中是谁在同你竟争,而且你还可以通深挖其评论信息,来确写到你将要努力的方向。

 

 

6. Related vertical keywords

相关的上下游关键词

 

Related vertical keywords are terms within your target segment ecosystem. These terms can range from suppliers to customer industries, but they need to have a clear connection to your primary audience. These terms are helpful in uncovering new prospecting opportunities, as well as helping you build a strong community of like-minded individuals.

相关的上下游关键词是指那些你的细分市场所处的生态系统中的词汇。这些词的范围可上至上游供应商下至下游客户行业,但是必须与你的受众有明确的联系。这些词能帮助你发现一些潜在的机会,和帮助你与有类似思维的人建立起一种强关系。

 
 

Related vertical keywords can help you “cross-pollinate” your link outreach and community-building efforts. By tapping into closely related niches, you can expand your message to others who may be interested but just don’t know much about you. With this new information, you can create helpful content and space to bring the two communities together.

相关上下游关键词能为你的链接创建和社区建立起到“异花授粉”的作用。涉入至跟你密切相关的行业,你能将你的信息扩展传送到那些可能对你感兴趣但并不太了解你的人那里。有了这些新的信息,你可以创建有用的内容并且有可能将两个不同的社区联系起来。

 

 

7. Geotargeted keywords

地域目标关键词

 

Geotargeted keywords are key for your local rankings. According to Google, “50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on a computer/tablet did the same.” Defining your geotargeted keywords will help you target local prospects, groups and events your company can engage with and/or sponsor.

地域目标关键词是那些你想用来取得本地排名的关键词。根据Google的数据“50%在智能手机上作过本地搜索动作的人会在一天内光顾一家线下店铺,而在PC端或平板上作本地搜索后一天内光顾一家线下店铺的人只有34%”。界定地域目标关键词,有助于你确立本地优化目标和群体,发现有哪些当地的活动或赞助是你的公司可以参与的。 

 
 

Local SEO is a powerful way to grow your reach and influence in your own backyard. If you have a brick-and-mortar business, local SEO will drive targeted traffic not just to your site, but to your store as well.

本地SEO是你触及和影响离你最近的市场的强有力的方式,如果你有一家实体的店铺,本地SEO不仅能为你的网站引流,也能为你的店铺带来生意。 

 
 

When doing research on geotargeted terms, don’t just stick to your town or city. Expand your territory to include neighboring areas. If you live in a larger city, break down your geo terms into neighborhoods to capture an even more targeted segment.

在整理地域目标关键词时,不要仅局限于本镇或本城市,可以将范围扩展至邻近的地区。如果你处于一个大城市,将地域细分到具体的社区可以帮你获取更多的目标市场份额。

 

 

   Final thoughts

  综述

 

When it comes to finding, organizing and using keywords, the biggest piece of advice I can give you is to be patient and keep digging. The more you search and investigate, the more you’ll uncover. After you have your list, organize keywords by action, and develop your plan. Optimize your site, and then focus on your outreach. Using these keywords, you’ll be able to build a community that helps drive your site in the right direction.

谈及寻找、整理和使用关键词,我能给你的最好的建议是,耐心和持续发掘。你的搜索和调研工作做的越多,就能有更多的发现。当你有了关键词列表后,要采取行动来组织你的关键词和形成方案。优化你的网站,然后向站外延伸。使用这些关键词,就能帮助你建立一个社区,从而将你的网站引向正确的方向。
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【SEO知识】提升SEO效果的7类关键词

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