Keyword marketing setup tips

For products, without effective exposure, they will naturally not get attention and naturally will not get conversions. How can we increase the exposure rate of products?

If the brand influence of the product has not yet reached the point of being deeply rooted in people's hearts, then the product can start with the setting of product keywords and gain exposure through reasonable keyword settings.

1. Consider from the user's perspective

Only by knowing yourself and your enemy can you win every battle; first, think and choose words from the user's perspective, and pay attention to accumulating users' search terms, browsing, and reading habits.

1. Search habits

User search habits refer to the keyword formats used by users when searching for relevant information in search engines. For different types of products, user search habits will vary to a certain extent. We should give priority to those keyword formats that conform to the search habits of most users.

Generally speaking, when users search, they will get completely different results using different keywords. For the same content, if the expression of the keywords in the page is different from the user's search habits, the relevance of the page will be greatly reduced, and it may even be excluded from the search results; because most users are looking for page A, but you provide page B.

Therefore, when setting keywords for a product, you can analyze users' search habits by counting the keywords they use when searching for similar products. However, such keywords are only applicable to similar products.

For example, if you want to analyze the search habits of users when they are looking for a certain computer-related brand product, you can search for different product combinations or descriptions of the brand in the search engine. Based on the search engine results, you can analyze the user's search habits, as shown in the following example:

2. Browsing habits

Currently, when users browse the Internet, except for some content that requires special concentration to read, most of the time they scan unconsciously, and in the scanning process they often unconsciously ignore information that is not important to them, and focus on the information they are interested in. When we have no knowledge of a product, in addition to being affected by subjective factors, we are also affected by the browsing trajectory of our eyes when scanning.

In most cases, we browse information in an "F"-shaped reading pattern involuntarily. This basic reading habit has led to the fact that most web pages currently show an "F"-shaped level of attention.

Eyeball browsing trajectory diagram:

• Horizontal movement: The viewer first forms a horizontal browsing track at the top of the page.
• Gaze Down: Short-range horizontal movement. The gaze will move downward, scanning an area shorter than the previous step.
• Vertical browsing: After completing the above two steps, the viewer will scan vertically along the left side of the web page. This step is slower, more systematic and organized.

According to browsing habits, product keywords can be set along the browsing track, which can increase the chance of viewers paying attention.

3. Reading habits

Nowadays, the vast amount of information on the Internet has caused people's attention to be distracted. When setting keywords, it is also necessary to analyze the reading habits of the target audience; for example, reading time, duration, region, scene, etc., corresponding analysis can be carried out through user portraits, and keywords can be set according to the analysis results.

2. Consider from the perspective of the opponent

When setting keywords, it is recommended to first have an in-depth understanding of the competitors' situation and understand their keywords and layout; this will not only help you find optimization loopholes, but also help you understand the current keyword competition heat in order to carry out manual optimization deployment.

The specific method is as follows:

• Search for keywords related to your products in search engines, focus on which keywords the top 10 websites have optimized, extract them, and then conduct comparative analysis.
• You can go to some yellow pages and directory websites to search for company information in industries related to your product, analyze the directory descriptions of these companies, find out which keywords appear in the descriptions, and create a list of competitors.
• You can search for customer information on B2B websites, analyze which keywords are highlighted in these customers’ product information, summarize these keywords, and organize them into a table.

3. Determination of Keywords

After fully analyzing the situation of users and competitors, you can determine keywords according to the following tips.

1. Choose keywords

Keywords are words that describe a brand, product, website or service. Choosing appropriate keywords is the first step to increase searches. An important skill in choosing keywords is to select those that are frequently searched by people.

2. Understand keywords

Before you collect the keywords you need, it is very important to understand how people generally use keywords. When searching, people generally do not use single words, but phrases or word groups. This plays a more important role in choosing what keywords to use in the description.

3. Process keywords

Integrate the collected keywords and form them into common phrases or words. Many people will use two or three words to form words when searching, and will not use ordinary, single words as keywords.

4. Drop keywords

When we set keywords, we should also be brave enough to discard some keywords, such as those that are rarely used by users when searching, including the following:

• In English, there is no distinction between uppercase and lowercase in search engines;
• Misspelled keywords are useless, but finding a keyword that is frequently misspelled can give you an extra boost in traffic.
• Remove stop words;
• No one will search using words like "best" or "crazy". If these descriptions are included in your product keywords, remove them.

5. Best keywords

Through long-term observation and removal, some keywords that no one uses or are rarely used are removed, and the remaining ones are the keywords that need long-term promotion.

6. Keyword density

Generally speaking, there are hundreds of words on a web page, so how do search engines determine which are the important words that describe your product?

The search engine will count the number of words on a page of your platform, and those words or phrases that appear repeatedly will be considered more important; then the search engine uses its own algorithm to count the importance of each word on the page. The ratio of the number of keywords to the number of words on the page is called keyword density, which is the most important factor in a search engine optimization strategy; therefore, in order to be better searched, your keywords must appear several times on the page, or appear as much as possible within the range allowed by the search engine.

7. Highlight keywords

Place keywords where it makes sense. Search engines will focus on a certain part of your product page, and the words in this focused part appear to be much more important than the words in other parts. This is what is called "prominent keywords."

4. Keyword Expansion

After determining the core keywords, it is time to expand the keywords. Promoters can further explore these core keywords in order to expand more keywords.

There are several ways to expand keywords:

1. Use keyword tools

When we search for a keyword through Google keyword tools or Baidu Index, dozens of related keywords will appear; and when we re-query one of the related keywords, we can get dozens of other related keywords. In this way, it is very easy for us to expand multiple keywords.

2. Use related searches

When we enter the core keywords in Baidu's search box, the search box will display some related keywords. In this way, we can find the keywords with the most searches and use them to determine our keywords. At the same time, we can also see the related searches given by the search engine at the bottom of the search results page.

3. Other extension tools

We can also use some other keyword expansion tools, such as the word tracking assistant.

4. Use keyword variations

Use various keyword variants to make various changes to the keywords. The main types are synonym variants, abbreviation variants, related word variants, and typos.

5. Use adjectives

Add adjectives before the core keywords to expand the keywords.

6. Use website traffic analysis

By checking the traffic of your own website, you can understand how users visit the website and what keywords they use, and then enter these keywords into the Baidu Index to generate more keywords.

5. Some methods of leveraging keywords

1. Use celebrity news

Although this type of method is easy to attract attention, it has become very vulgar due to excessive use. In fact, there are a lot of news about celebrities, and the nature of the news is good and bad. If used improperly, it will have an adverse effect on the product, so you must be sure to use it in the right direction.

2. Lead with a story

The creation of soft-text stories revolves around the keywords themselves, that is, a specific story is created for this keyword. Any sentence or foreshadowing must ultimately be attributed to the keywords.

3. Use your experience

This is the most commonly used type of keyword implantation, which uses some pseudo-experiences or pseudo-feelings as entry points, mainly using the readers' feelings to find points of mutual concern.

For example: As a post-90s generation who is now a parent, what new experiences do you have on the issue of educating children? Then naturally bring out the sources of these experiences and insert keywords in a logical way; let everyone resonate, and then naturally transition to the corresponding keywords based on common experiences and feelings. We call this kind of induction technology the logical type, and it has a good marketing effect.

6. Conclusion

Keyword setting is a systematic project, and it is a job that requires time to observe and polish. It takes time to accumulate the product's keyword library and find the optimal form step by step. More haste, less speed.

Author: Village Chief Liang

Source: Village Head Teacher Liang