Friday, May 17, 2024

Optimize keyword extraction

 The method of optimizing keyword selection aims to narrow the gap between me and my competitors.


The tool to be used is the Keyword Gap in SEMrush. The method used is actually very simple, just put my target address and the target address of competitors in the tool for search.

After a simple search, the tool will provide the ranking keyword difference results between us. These results mainly include keywords that both I and my competitors have, and keywords that my competitors have but I do not have.


What we need to focus on is the keywords that our competitors have but we don't. Usually, I would search for these "he has me not" keywords one by one in search engines and observe two points.

Firstly, whether the search results match the content of my webpage. If they match, there is a possibility of the next step. If they do not match, simply abandon the keyword. Secondly, looking at the level of competition in natural search results, if the competition is really fierce, there is no need to take the next step.

Basically, after this step of operation, we will filter out many keywords that are "he has me not". The next step is to see which specific page to throw these keywords into for layout.

If your website doesn't have much content and you are very familiar with your website content, you naturally know where each keyword is going. But once the content increases, the practical operation of this method will become very difficult, which means we need to think of some other methods.

The solution I am currently using is to look at similar results in the Google Webmaster tool. For example, if keyword A is very similar to a keyword on our webpage, I would consider placing that keyword A on this specific page. This operation method is similar to LSI, and it is not very troublesome to operate in practice.

Basically, after going through the above two steps, I know what the keywords for "he has what I don't have" are, and the general direction of these keywords. The next step is to add new content.

As for content updates, there is no way to share the system's process because it cannot be standardized, as there are still significant differences between articles. However, the method I often use is to insert a new paragraph into the article or add a new paragraph at the end of the article for the newly added keyword.


Identify the reasons for the decline in traffic

 The previous wave of algorithm updates has affected many people's websites to some extent. Reflected in traffic, it is a natural decline in search traffic, causing many users to doubt whether the website has been punished by search engines when they see a slight change in traffic. So today's article will briefly discuss how to identify the reasons for website traffic decline.

In fact, to understand the reasons for the decline in traffic, one basically needs to understand three questions. They are: which traffic channel experienced a decline in traffic, when did it occur, and what factors caused the decline in traffic.

First of all, which traffic channel has experienced a decline in traffic.

It should be noted that the source of website traffic is not limited to natural search traffic. Sometimes, direct access traffic, social media traffic, and other channels can all be important sources of website traffic. So finding a way to figure out which channel's traffic is declining is very, very important.

Basically, just look at the GA analysis software for this part of the data. There are detailed data reports presented inside, and we only need to look at the trend of data changes in each traffic channel. After reading it, we can have a rough idea of what is causing the decline in website traffic.

Let's take the decline in natural search traffic as an example and continue to explain the following two questions.

The second question is when website traffic will decline. You can quickly figure it out by looking at data analysis reports, as there is not much technical content involved. Another technical aspect is to understand what caused the traffic to decline at this point in time, which is the third question we need to discuss.

Generally speaking, the trend of natural search traffic mainly involves three points. They are the change in search volume for keywords, the indexing status of keywords, and the ranking of keywords

Firstly, the change in keyword search volume (i.e. keyword search trend) is an important reason for the change in website traffic. Imagine keyword A had an overall search volume of around 100000 last month, but this month it suddenly dropped to only around 10000. This situation will definitely lead to a decrease in website traffic, as the overall environment has deteriorated.

So if your website's traffic decline is due to this reason, then there is really no other way. After all, when we do SEO, we can only cater to the needs, not create them.

As for the indexing of keywords, that is, whether the page has dropped keywords. Because search engines are a dynamic and changing system, at some point in time, a previously indexed keyword may lose its inclusion and no longer participate in keyword ranking, which will naturally affect the overall natural search traffic.

So figure out how many keywords there are, and then optimize them accordingly.

The third point is that the ranking of keywords has decreased. For example, your content previously ranked first in the natural search results for keyword A, and this keyword can bring about 1000 natural search traffic per month. But this month, your content only ranks fifth in the natural search results for keyword A, so the search traffic brought by this keyword will naturally decrease significantly.

Find out how many such keywords there are, and then figure out the reasons for the ranking decline. Is it because your content is outdated, or because your competitors have surpassed you?

Basically, these data changes can be found in the Google Webmaster tool. If you have the habit of regularly collecting website data, these issues can be quickly identified and the cause can be located.

By the way, if you have screened all this information and still haven't found the reason for the decline in traffic, you may want to check the situation of other search engines.