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关键字有什么大不了的?

来源:派臣科技|时间:2019-02-12|浏览:

The internet is a massive place full of unimaginable amounts of content and data. It’s also an explosive space that literally influences the decisions we make, the values we carry and the lives we lead.

互联网是一个巨大的地方,充满了难以想象的大量内容和数据。这也是一个爆炸性的空间,它实实在在地影响着我们所做的决定,我们所承载的价值观和我们所过的生活。

So with all that information floating around, how do you create order to the chaos? Luckily, we’ve got that handy sidekick Google to sift through and act as a filter. And it’s methods for establishing sense out of everything is done through ever-changing algorithms that help sort one URL from the other.

那么,在所有这些信息四处飘荡的情况下,如何为混乱创造秩序呢?幸运的是,我们有一个方便的助手谷歌来筛选和充当过滤器。它的方法是通过不断变化的算法来建立意义,这些算法帮助对一个URL和另一个URL进行排序。

While the algorithms that Google implements are complex and constant, there are smaller factors that also come into play. One of those are keywords – probably the most talked about term in search engine optimisation (SEO) out there.

虽然谷歌实现的算法复杂且恒定,但也有一些较小的因素在起作用。其中一个是关键字——可能是搜索引擎优化(SEO)中谈论最多的词。

 

What are keywords?

关键词是什么?

Ultimately, keywords are phrases users put into a search engine to then get a list of results. Those that are used frequently pull a high volume of traffic, meaning relevant businesses will target those phrases on their website, in order to take advantage of these user demands.

最终,关键字是用户放入搜索引擎以获得结果列表的短语。那些经常被使用的词会带来大量的流量,这意味着相关企业会在他们的网站建设上瞄准这些词,以利用这些用户的需求。

When you’re trying to pull traffic through to your site, there’s two main roads to take: organically or through paid methods. Organic traffic comes from SEO efforts – usually as a result of someone clicking on your website in a list of search results they received. Paid tactics, on the other hand, mean you’ve invested money into receiving the visitor to your website – think Google AdWords or sponsored social media promotion.

当你试图把流量拉到你的网站,有两条主要的道路要走:有机或付费方式。有机流量来自SEO的努力-通常是由于有人点击你的网站在他们收到的搜索结果列表。另一方面,付费策略意味着你已经投入资金来吸引访问者访问你的网站——比如谷歌AdWords或赞助的社交媒体推广。

Within all this are keywords and they essentially act as a driver of how people land on your website in the first place. But while these phrases are, in a nutshell, just a set of words that relate to your business, they are many different types:

在所有这些关键词中,它们本质上是人们如何登陆你的网站的首要驱动力。但是,虽然这些短语,简而言之,只是一组与你的业务相关的单词,它们有很多不同的类型:

Long-tail keywords: these search terms are often the longer combinations that you’ll come across, and feature several words in one string. For example, a user may search for “best mechanic in Melbourne” as a long-tail keyword. These queries are often much more specific and show a clear intention from those who put them into the search box. The user is demanding a certain answer.

长尾关键字:这些搜索词通常是您将遇到的较长的组合,并且在一个字符串中包含多个单词。例如,用户可以使用长尾关键字搜索“墨尔本最好的机械师”。这些查询通常更加具体,显示了那些将它们放入搜索框的人的明确意图。用户要求得到一个确定的答案。

Singular keywords: the much broader, single-word keywords are those that pull high-volumes of search queries. These are often words that can define your overall products or services, and aren’t niche. For example, a user might search for “clothes” or “jewellery” as a singular term. Naturally, these can be much harder to rank for, as they attract large amounts of competition from other websites.

单字关键字:更广泛的单字关键字是那些拉出大量搜索查询的关键字。这些词通常可以定义你的整体产品或服务,而不是利基市场。例如,用户可能会搜索“衣服”或“珠宝”作为单数词。当然,这些网站很难排名,因为它们会吸引来自其他网站的大量竞争。

This might seem like a lot of jargon to get your head around, but the concepts are basic in essence. The other definitions you need to keep in mind are primary and secondary keywords, which act as the set of main terms that relate to your business, and those that fall next-in-line. Combining all this brings you a healthy looking list of search phrases that can help your website rank higher in search engine results pages (SERPs), and hopefully above competitors.

这可能看起来像是一大堆术语,但是这些概念在本质上是基本的。您需要记住的其他定义是主关键字和次关键字,它们作为与您的业务相关的主要术语的集合,以及那些排在后面的术语。把所有这些结合起来,你会得到一个健康的搜索短语列表,可以帮助你的网站在搜索引擎结果页面(serp)中排名更高,有望超过竞争对手。

 

How do you use keywords?

如何使用关键字?

Unfortunately, throwing these phrases all over your website doesn’t mean you’ll instantly rank at the top of page one on Google. SERPs are complex, fluid things – as websites update their content and user behaviour shifts, so too do search results and rankings. That’s why it’s critical to frequently update your content to include the most relevant, realistic and achievable keywords.

不幸的是,把这些短语扔到你的网站上并不意味着你会立即在谷歌的第一页排名第一。serp是复杂多变的东西——随着网站更新内容和用户行为的变化,搜索结果和排名也在变化。这就是为什么经常更新你的内容,包括最相关的,现实的和可实现的关键字是至关重要的。

The primary way to establish better rankings on Google is to optimise your website carefully. That’s a whole other beast, filled with lots of little efforts that form your SEO strategy. But one of those steps is strategically including keywords throughout your pages, in a natural and effective manner.

在谷歌上建立更好的排名的主要方法是仔细优化你的网站。这完全是另一个怪兽,充满了大量的小努力,形成你的SEO策略。但是其中一个步骤是战略性地在页面中以自然有效的方式包含关键字。

Previously, spamming keywords (otherwise known as ‘keyword stuffing’) across your website was the sure-fire way of getting on top of SERPs. But as Google algorithms shifted and its bots (the crawlers that look through your website) became smarter, the importance of quality content grew. That means plastering keywords through all of your text is a big no-no now.

以前,在你的网站上散布关键字(也被称为“关键字填塞”)是控制serp最有效的方法。但是,随着谷歌算法的改变和它的机器人(可以浏览你的网站的爬虫)变得更聪明,高质量内容的重要性也在增加。这意味着在你的所有文本中粘贴关键词现在是一个大禁忌。

 

What not to do.

什么是不该做的。

For smart SEO technicians, creating a powerful content strategy is one of the ways to naturally optimise a website with keywords. This means allocating relevant and effective search phrases to each page on your website that you wish to target, and establishing content pillars around these words. Typically, your homepage will feature the broader, more primary keywords in your campaign, while inner pages (like services or category pages) will include secondary ones.

对于聪明的SEO技术人员来说,创建一个强大的内容策略是通过关键词自然优化网站的方法之一。这意味着在你的网站的每个页面上分配相关和有效的搜索短语,你希望目标,并建立内容支柱围绕这些词。通常情况下,你的主页会有更广泛的,更主要的关键词在你的活动,而内部页面(如服务或类别页面)将包括次要的。

Essentially, keywords can act as a great basis for your content strategy, which should then be tailored to what your customers and visitors are searching for. If you already have a good amount of compelling and helpful content on your website (that hasn’t been copied from another URL), this may mean incorporating your new set of keywords into it all – which is where the SEO wizards come in.

从本质上说,关键字可以作为内容策略的一个很好的基础,然后应该根据客户和访问者的搜索进行定制。如果你的网站上已经有很多吸引人的和有用的内容(这些内容还没有从其他URL复制过来),这可能意味着将你的新关键字集整合到其中——这就是SEO向导的作用。

 

How do you know what keywords to use?

你怎么知道用什么关键字?

There’s no one way to choosing the best keywords. Some technicians will use tools like Keyword Planner to research what phrases are best suited to a website, and whether they are achievable enough to rank for, or if they’ll even convert into quality leads.

没有一种方法可以选择最好的关键字。一些技术人员会使用关键字规划师这样的工具来研究哪些短语最适合一个网站,以及它们是否能够达到排名的要求,或者它们是否能够转化为高质量的线索。

But while tools can help to determine what keywords are trending in your industry, it’s also important to think human and consider the person on the other end of the screen. They are users with a question in mind – so what are they most likely to ask?

但是,虽然工具可以帮助确定在您的行业中什么是流行的关键字,但是考虑人的因素和屏幕另一端的人也很重要。他们是脑子里有一个问题的用户——那么他们最可能问什么呢?

Above all, knowing what keywords to use also comes down to carefully mapping out all all the types of services, products and information that features on your website. What are the most common words that pop up, or even themes? These are also likely to help you develop pillars for content and a basis for keyword research.

最重要的是,知道使用什么关键字还可以归结为仔细地规划出网站上的所有服务、产品和信息的类型。最常出现的单词是什么,甚至主题是什么?这些也可能帮助您开发内容的支柱和关键字研究的基础。

 

Quick tips to getting started

快速入门小贴士

The nature of understanding keywords a deep topic, but the elements in this post can help you adopt an understanding of how it all comes together. Achieving healthy SEO rankings also takes time and patience, but as you develop a mind for how users behave, you can also refresh how your website reflects these trends. Some quick tips include:

理解关键词的本质是一个深刻的主题,但是本文中的元素可以帮助您理解它们是如何组合在一起的。获得健康的SEO排名也需要时间和耐心,但随着你对用户行为的了解,你也可以更新你的网站如何反映这些趋势。一些快速提示包括:

Don’t go overboard: stick to placing keywords where they matter most, and more importantly, where they read naturally. Don’t spam them throughout all the text on your website. That’s a great way to end up in Google’s bad books.

不要走极端:坚持把关键字放在它们最重要的地方,更重要的是,放在它们自然阅读的地方。不要在你网站上的所有文本中发送垃圾邮件。这是在谷歌的坏书中结束的好方法。

Give all pages unique keywords: having one big umbrella of search terms for all pages on your website won’t cut it, unfortunately. It’s important to have an SEO expert analyse what unique phrases will work for each URL you would like to target.

让所有页面都有独特的关键词:不幸的是,为你网站上的所有页面提供一个大的搜索关键词保护伞是不够的。重要的是让SEO专家分析哪些独特的短语将为每个URL你想要的目标工作。

Keep it all updated: algorithms change. In fact, Google alters 500-600 times a year – so you can imagine how important it is to keep your website updated and keywords checked...and checked again.

保持更新:算法改变。事实上,谷歌每年会改变500-600次,所以你可以想象保持网站更新和关键词检查是多么重要。并再次检查。

 

Still not sure where to start?

还是不知道从哪里开始?

Having an expert on hand to help you develop an SEO strategy is the best way to move forward. The nature of this field is a huge web of technical jargon and tricks, which means having a sidekick to help you roll it all out is a must. Find out more about incorporating SEO into your digital marketing by contacting a Havealook expert on 1300 367 009.

身边有一个专家来帮助你开发SEO策略是最好的方法。这个领域的本质是一个由技术术语和技巧组成的巨大网络,这意味着必须有一个助手来帮助你将其全部推出。想要了解更多关于将SEO整合到你的数字营销的信息,请致电400 876 1002与专家联系。

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