講師: 連啟佑老師
上課筆記者: 翁仔
關鍵字三大分類
1. 情境分類
※ 品牌: IBM 、BenQ 、ASUS ..
※ 產品/服務: 壓力襪、護手霜、主機租賃、網頁設計..
※ 功效/好處: 防水電腦包、保濕面膜、去角質、清粉刺..
※ 業務性質: 早餐店加盟、連鎖加盟、房屋仲介、美國代購..
※ 需求: 找房子、去除粉刺、消除黑眼圈、如何瘦小腹…
※ 活動: 試用、抽獎…
※ 節慶: 情人節、母親節、中秋節、聖誔節、萬聖節…
※ 目標族群: 童裝、女裝、男裝、育嬰用品…
※ 地區: 台中租屋、台北推薦景點、高雄吃到飽…
※ 競品: 永慶房屋、信義房屋、東森房屋…
※ 熱門議題: 22K 、油電雙漲..
2. 查詢量分類
※ 熱門關鍵字: 搜尋量較高的關鍵字
※ 核心關鍵字: 搜尋量中等的關鍵字
※ 長尾關鍵字: 搜尋量較低的關鍵字
實務上好處
(1) 關鍵字廣告與SEO整體行銷策略執行
※ 兩個策略一起執行會有1+1>2的效果
※ 一個網頁在實務上可以做2~4個關鍵字
(2) 越熱門關鍵字要越靠近首頁、長尾關鍵字埋在深入產品頁面
3. 查詢者背後動機與意圖分類
(1) 導覽式關鍵字
定義:心中有人名、機構、公司名稱,正確網站位置 EX: 總統府…
搜尋者意圖:正確的網站位置
如何吸引點擊:
※ 標題清楚表明官方身份
※ 標題、摘要出現此關鍵字
※ 網址不要太長
※ 摘要寫出網站有什麼內容
著陸頁策略:
※ 在設計、網頁標題和內容上明確表明網站身份
※ 很清楚的導覽架構,讓使用者能迅速找到需要的資訊
(2) 資訊式關鍵字
定義:研究一個主題,希望能找到答案 EX: 星際大戰、手機..
搜尋者意圖:與其查詢關鍵詞相關資訊
如何吸引點擊:
※ 標題、摘要出現此關鍵字
※ 摘要寫出網站有什麼內容
著陸頁策略:
※ 網頁標題與明顯之處出現搜尋者所搜尋的字詞
※ 與搜尋字詞相關的圖片
※ 與搜尋字詞眾多相關的資訊連結
(3) 交易式關鍵字
定義:要採取行動或是離行動距離近一點 EX: 門號申辦、註冊會員..
搜尋者意圖:產品或是服務的相關資訊
如何吸引點擊:
※ 標題、摘要出現此動作說明
著陸頁策略:
※ 明確的召換行動 EX: 按鈕
※ 網頁上半部要出現行動相關資訊
關鍵字來源(收集關鍵字)
1. 企業本身(實體)
2. 書籍、辭典、網站(實體)
3. 競爭對手
(1) 網站外分析
EX: 電競 site:www.asus.com.tw -> Asus網站裡與電競有關的網頁
※ 電競 -> 與電競有關的網站
※ site:www.asus.com.tw -> Asus的網頁
※ 第一個結果是著陸頁
(2) 網站內分析 -> 查看網頁程式碼
※ Title:<title> ASUS 台灣</title>
※ Description:<meta name="Description"…>
※ H1字體:<h1> 手機 </h1>
※ 文案:接近body第一段的200~300字,近body關鍵字效果越好
判斷方法 (搜尋引擎眼中的網頁)
(1) 貼到記事本
(2) Googlebot simulator模擬
(3) seo-browser
※ 站內連結
※ 圖片:替代文字alt、圖片標題title
<a href="http://www.asus.com/.." alt="ZenFone-Zoom" title="ZenFone-Zoom">
4. 搜尋引擎 <此功能在手機搜尋重要>
(1) 搜尋引擎上: 有人打、高搜尋量
(2) Google相關搜尋第一階
(3) Ubersuggest: B2B外銷用
5. 關鍵詞建議工具
※ 位置: Tools -> Keywords Panner
(2) Bing 網站管理員工具 (Bing Webmaster tools)
※ 位置: 診斷與工具 -> 關鍵字研究
(3) Yahoo 關鍵字搜尋量計算工具
(4) Google 網站分析工具 (Google Analytics) -> 網站流量
※ 位置: 客戶開發 -> 所有流量 -> 頻道 -> Organic Search
※ 關鍵字 -> 網站透過哪些關鍵字被找到
(5) Google 網站管理工具 (Google Search Console)
-> 檢查網站問題工具
※ 位置: 搜尋流量 -> 搜尋分析
※ 關鍵字(網站外面) -> 靠哪些關鍵字點入網站
(6) 補充說明 (Google Analytics)
-> Search Console的字在Google Analytics看到
※ 位置: 搜尋引擎最佳化 -> 查詢
Google Analytics可串Google Search Console,從GA看到Search Console關鍵字
挑選關鍵字的三個面向
1.相關度: 關鍵字與網頁的相關程度
2.熱門度: 全球每月搜尋量 (可從Google關鍵字規劃工具看到)
3.競爭度: 有多少網頁與你的網頁競爭->以此例總共有528,000個網頁競爭
整理成報表
※ 關鍵字績效指標(KEI) = 全球每月搜尋量(熱門度) / 直接搜尋網頁數(競爭度)
※ KEI越高績效越好
一個頁面建議2~4個關鍵字 ( 1個主要關鍵字+2個副關鍵字)
1. 標題標記(Title) -> 視窗標題 (Google Analytics)
※ 程式碼: <title> 標題 </title>
※ 65字元內 (32個中文字)
※ 獨特的標題標記
※ 需帶出關鍵詞 (不超過兩次)
※ 避免塞一堆關鍵詞 (一個關鍵詞+關鍵詞變體)
※ 關鍵詞越早出現越好 (公司名稱放在後面或不要寫)
2. 中繼說明(Description)->顯示在搜尋引擎摘要 (非排名要素)
※ 程式碼: <meta name="description content"="中繼說明">
※ 155字元內(75個中文字)
※ 獨特的中繼說明
※ 帶出關鍵詞兩次
※ 非排名要素, 但搜尋結果頁用到, 提高點擊率
※ 以消費者角度為導向
※ 補充:有90%的搜尋引擎摘要會抓取中繼說明, 但有10%不抓的情況
情況:(1) 中繼說明沒寫 (2) 關鍵詞重複率太高
(3) 摘要與標題文不對題 (4) 中繼說明太長或太短
3. 圖片(img)
※ 程式碼: <alt="ZenFone-Zoom" title="ZenFone-Zoom">
※ Alt替代文字一定要有關鍵詞 (重要)
※ Title 圖片標題要有 -> 增加用戶體驗
※ 大圖 600~1000 pixcel
※ 圖檔名 Keywords+流水號
4. 網頁文案(body) -> 網頁顯示的文字
※ 程式碼: <body> 網頁文案 </body>
※ 長度控制在250~300字之間
※ 關鍵詞, 變體相關詞出現3~4次 (latent semantics index)
※ 同義關鍵詞
※ 可用粗體<strong>、斜體<em>、列表<li> 強調關鍵詞
| 樣式 | 視覺 | SEO |
| 粗體 | <b></b> | <strong></strong> |
| 斜體 | <i></i> | <em></em> |
| 列表 |
<ul> <li></li> </ul> |
<ul> <li></li> </ul> |
5. 站內連結(href) -> 同分類的網頁彼此互連
※ 程式碼: <a href="網址"> 關鍵字 </a>
※ 反向連結描述要有變化
※ 在最重要的反向連結帶出重要的關鍵詞
※ 在一個網頁當中埋在本文連結比放在旁邊與footer的連結重要
6. 網址(url)
※ 網址裡要塞關鍵詞
※ 補充:不建議塞中文字到網址
原因:(1) 使用者體驗差 <亂碼> (2) 搜尋引擎無法索引
(3) 無法追蹤流量 <Google Analytics不認同>
補充說明
1. Google眼中的好網站(quality)
(1) 主要內容(MC)
(2) 輔助內容(SC): 非主要內容與廣告內容, EX: 相關文章、相關產品連結
(3) 廣告內容(AC)
2. SEO領域中, 底線 "_" 不是斷字符號
3. 不要用很多頁面去優化特定關鍵字 (Keyword Cannibalization)
4. 如何串 Google Search Console 到 Google Analytics
步驟1 到 Google Search Console, 右上角螺帽 Google Analytics 分析資源
步驟2 點選要串連的 Google Analytics, 按下儲存
步驟3 到Google Analytics, 管理 -> 資源 -> 所有產品
步驟4 找尋Search Console, 並連結即完成

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When you notice booths that draw consistent crowds, talk with staff about their techniques to attract prospects.