我以前说过，我再说一遍...有没有比关键字研究搜索引擎优化过程更加重要一步。 One could make a compelling argument for link building or for architecture or for copywriting but at the end of the day – ranking highly for keywords that either don't convert or which you close up shop waiting to rank for isn't going to help too terribly much so in my opinion – I'd put keyword research higher in importance.人们可以进行高的关键字，或者不转换或关闭了店铺等待排名是不会帮助太大了链接建设或建筑或文案，但在一天结束令人信服的理由 - 排名可怕的程度下，我认为 - 我把关键词研究的重要性更高。 In fact, when I'm building affiliate sites first step is to look up keywords and competition levels – then I look into products and websites and this method has worked very well indeed.事实上，当我的会员网站建设的第一步是要查找的关键字和竞争水平 - 然后我期待为产品和网站，这方法一直行之有效的。 It insures that I choose keywords that with both convert and that I can rank for in a period of time and with an effort level that matches the return.它确保了我选择的关键字，既转换和排名，我可以在一段时间和努力程度相匹配的回报。 So – if you're doing keyword research, where should you begin?所以 - 如果你正在做关键词研究，你应该在那里开始？ Unless you're an affiliate marketer you already have a product and since you're the target audience of this article – I'm going to assume that's the case.除非你是51001340营销你已经有了一个产品，因为你是这篇文章的目标受众 - 我要去假设是这种情况。 For the purpose of this article I'm going to pick a hobby of mine and also an area where I don't have a client and imagine I'm doing keyword research for the imaginary online downhill mountain biking store DH Mountain Bikes.对于这篇文章的目的，我要去挑选我的一个爱好，我也是一个地方没有一个客户，想像我做的假想线上关键字研究落山自行车商店卫生署山自行车。 So Where To Begin ... 从哪开始... The first thing one needs to do is try to think up all the possible phrases that might apply.这首先需要做的是一个尝试想出所有可能的词组，可能适用。 I call this my seed list … it's the list of phrases that my research starts with and is generally based on brainstorming.我称之为我的种子名单...它的词组，开始与我的研究，是集思广益的基础上普遍名单。 In this case the list would be:在这种情况下，名单如下： downhill mountain bike山地自行车下坡
The keyword tool I generally use first is Google's keyword suggestion tool.关键字工具，我通常使用第一是谷歌的关键字建议工具。 There are other great tools which I'll discuss below but I've found Google's tool to be as accurate as any other, the price is definitely right (free), and they're very good about providing the information required to know just how wrong the data is if you know where to look.还有其他一些伟大的工具，我将在下面讨论，但我发现谷歌的工具，像任何其他准确，价格肯定是正确的（免费），并提供他们非常需要知道的只是如何好信息错误的数据是，如果你知道在哪里看。 So let's do just that.因此，让我们做到这一点。 Before we begin you'll need to head over to Google's keyword tool at https://adwords.google.com/select/KeywordToolExternal .在我们开始之前你需要头部到谷歌的关键字工具在通过https：/ / adwords.google.com /选择/ KeywordToolExternal 。 In the top left (for now) you'll see a link to a beta version of the tool.在左上角（现在），你会看到一个到该工具的测试版本的链接。 Click on the link and you'll be at the new version of the tool which will provide you easy access to much more information – as long as you know what to look for.点击链接，你将在该工具会为您提供轻松访问更多的信息 - 只要你知道如何寻找新的版本。 So let's begin with our three seed phrases.因此，让我们开始我们的三种子词组。 When you see the list you'll first have to know what the numbers are.当您看到列表您首先必须知道什么号码。 This tool is a tool designed for AdWords and the default number is the Broad match which means it includes every phrase with the term.这个工具是AdWords的设计工具和默认的号码是广泛匹配，这意味着它包含了每一个与这个词短语。 For example, the term “mountain bike” has a broad match total of 2,740,000 which will include “downhill mountain bike”, “mountain bike parts”, “kona mountain bike”, etc. etc. What we want to know is how many searches are for “mountain bike”.例如，对“山地自行车”具有广泛的赛事的总的274.0万，其中将包括“落山自行车”，“山地自行车零件”，“科纳山地自行车”，等等，等等我们想知道的是有多少搜索为“山地自行车”。 Down the left-hand side you'll see a set of check boxes.沿着左手边你会看到一个复选框集。 Deselect “Broad” and select “Exact” and you'll get the Exact match numbers – the number of searches for the exact phrase.取消选择“宽”，选择“精确”，你会得到完全匹配的数字 - 的搜索短语的确切数目。 You'll quickly see that 2,740,000 drop to 450,000.你会很快看到，2740000下降到45万元。 This is how many people searches the GOOGLE SEARCH NETWORK for “mountain bike”.这是有多少人搜索Google搜索“山地自行车”网络。 Why is this in caps – because it's so commonly misunderstood that I definitely want your attention brought to it.为什么这帽子 - 因为它是如此普遍误解，我一定要提请你注意它。 This isn't the number of searches on Google.com – it's the number of searches on all sites who's search is powered by Google.这是不是在Google.com上搜索次数 - 这是对所有谁的搜索是由谷歌网站搜索量供电。 From YouTube to Beanstalk's blog search – it's all in there so the data starts to get skewed from the start.从YouTube到青苗的博客搜索 - 它的所有数据，以便在那里开始从一开始就得到倾斜。 Then let's add in all the automated queries from rank-checking tools and just manual searches from you and your competitors can further skew the data.然后，让我们添加的所有从排名检查工具的自动查询和人工搜索只是从你和你的竞争对手能够进一步扭曲数据。 This skewing will exist in all data – the thing I like about using Google is that at least we know more about what's skewing the data.这倾斜将存在于所有的数据 - 我喜欢的东西是使用谷歌，至少我们知道什么是扭曲的数据更多。 OK – so from there we need to organize the data into a more useful set of information.行 - 从那里，所以我们需要组织成一个集信息更加有用的数据。 To do this one needs to understand the columns of data.要做到这一点人们需要了解的数据列。 The first column is the keyword, the second you'll see is a link to the term on Google Insights.第一列是关键字，你会看到第二个是对谷歌的见解上长期的联系。 We'll get into this later.我们将进入这一点。 The next is Global Monthly Searches – this is the average number of searches/mth worldwide.其次是全球每月搜索 - 这是搜索的平均人数/月全球。 This can be helpful in some industries but in ours – I'm only concerned with the US market which is where my imaginary store ships to so I'm more interested in the next column Local Monthly Searches which is the number of searches in the US (or whatever region I've specified when entering my keyword phrases).这可以帮助一些行业，但在我们的 - 我只与美国市场，是我的假想商店船只，因此我更感兴趣的下一列有关地方每月搜查，搜查是在美国数（或其他地区时，我指定我的关键字词组输入）。 This is the data I'm interested in. The last column is the search trend.这是我的数据，只有最后一栏有兴趣就是搜寻的趋势。 This is extremely important but often overlooked.这是非常重要的，但往往被忽视。 It is a column that wasn't visible by default in the old/current version.这是一个没有被列在旧/当前版本的默认可见。 OK – let's organize our data by search volume.行 - 让我们的组织我们的搜索量数据。 Click on the “Local Monthly Searches” and you'll see the keywords order by descending search volume.点击“本地每月搜索”，你会看到的关键字搜索量降秩序。 With this data in front of me I then typically look over to the Trend data to see what I can find there.在我的前面，然后这些数据我通常查看的趋势数据，看看我能找到那里。 In our case we're going to see an increase in search volume in the spring and summer.在我们的例子中我们将看到在搜索在春季和夏季的数量增加。 This make sense of course.这当然使意识。 Think of your industry and see if the trends reflect what makes sense.想想你的行业，看看趋势反映了什么是有意义的。 I'm also looking for anomalies.我也在寻找异常。 Often I'll see phrases that jump for a single month.我经常会看到短语，单月增幅。 One has to know that unless there was a news story or other event that would spark interest in a single term or brand – a tool or some other such incident is likely falsifying the data.人们必须知道，除非有一个新闻故事或其他事件将引发长期或在一个单一的品牌利益 - 一种工具或一些其他类似的事件可能是伪造的数据。 You need to look at these trends and see if they make sense.你需要看看这些趋势，看他们是否有意义。 If not – you need to either test the phrases with PPC or jus skip over them and select different phrases.如果没有 - 无论你需要测试PPC或强制的短语跳过他们，选择不同的词组。 There's little worse as an SEO than focusing energies on a phrase only to find that the search volume is not what was expected based on the estimates delivered.几乎没有一个不是侧重于作为一个短语，却发现搜索量不是预期的基础上估计能量传递的SEO恶化。 So now what? 所以，现在怎么办？ So what do you do once you've filtered your data down to just what you're interested in looking into competition levels on.所以，你怎么办一旦你过滤你的数据到你正是在引入竞争的水平上寻找感兴趣。 Well – the first thing I do is to look to the trends to see if there are any phrases that obviously need to be filtered out.嗯 - 我做的第一件事情是寻找到的趋势，看看是否有任何词组，显然需要被过滤掉。 In this case there really aren't any high in the search volume column.在这种情况下，真的没有任何搜索量列高。 So the only thing left is to look at the competition levels to see what makes sense.因此，唯一剩下的是从竞争层面看，看看有什么是有意义的。 For our purposes we'll be dividing the list and research into two categories:对于我们的目的，我们将划分为两大类列表和研究： Major phrases – We need to decide what the long-term goals are going to be and the targets for the main pages.主要短语 - 我们要决定什么长远的目标是将要和网页的主要目标。 These will be the totally generic phrases such as “mountain bike” and “downhill mountain bike” as well as brand or type specific phrases such as “specialized mountain bike” and “full suspension mountain bike”.这将是完全通用的词语，如“山地自行车”和“山地自行车下坡”，以及品牌或如“专业山地自行车”和“特定词组型全避震山地自行车”。 Longtail phrases – We also need to look into the types of longtail phrases we're going to want to target.长尾短语 - 我们还需要研究的长尾短语的类型，我们要去想的目标。 In this case I know I'll want to target specific parts which will require new research.在这种情况下，我知道我将要针对特定的部分，将需要新的研究。 I will spare you the details there but I'll end up with specific models of components such as “hayes mx2”.我会免去你的细节有，但我将结束与部件的具体型号了，如“海斯mx2”。 You don't need to know what that is – you need to know the makes and models in your industry (or other longatil opportunities such as “new york hotel with jacuzzi”, etc.)你不需要知道那是什么 - 你需要知道的制造和诸如“有按摩纽约酒店”等在你的行业（或其他longatil机会机型） I generally would gather together a list of 15 or 20 major phrases and 50 or 60 longtail phrases and would then head into the competition analysis to determine which phrases to move forward with.我通常会聚集了15或20和主要短语列表50或60长尾短语和然后到竞争分析，以确定哪些短语头向前迈进的。 |
