Note: This article originated from a speech that has never been seen before. At least not yet. Originally intended for Pubcon Vegas 2013, Hummingbird took place somewhere between the completion of it and the rendering of it. So when I was working on a brand new presentation, this was abandoned/postponed. But now you can enjoy it here.
I like keyword research, but I think some people are harder than they actually need. With all the tools, data and analysis we have to do, a simple keyword research task can become a very onerous task. But it doesn’t have to be.
Before going on further discussion, I should talk about hummingbirds here. Most people say that hummingbirds have killed keyword research and long tail keyword optimization. I disagree. Keyword research has never involved pushing keywords into the ranking page. It’s about finding keywords that are relevant to your audience and using them to write authoritative content for the topic you’re working on. Long tail keywords are important for page analysis. If you’re just writing content for your keywords, it’s time to rethink your content strategy, not necessarily your keyword research strategy.
Keyword research is not necessarily about finding “perfect” keywords. The keyword to optimize. Instead, just know which keywords you shouldn’t target to meet your needs, at least in the early stages of research. Once you’ve removed most of your spam keywords from your keyword list, you may be very good. So instead of running all the analytics, tools, and diagnostics on a large list of keywords, narrow down the list to only meaningful phrases. First eliminate, diagnose what & rsquo; s left. This will speed up the keyword research process without letting you get stuck in data that isn’t relevant to the moment.
Not all keywords are created equal to
Before Chris Nolan took over the team, I never became a fan of Batman movies. Although I have always liked Michael Keaton and Val Kilmer (I can take or leave Clooney), I never like Batman in them. Maybe this is the rough of the movie, but the actor never really sold me to Batman. Then there is Christian Bale. He nailed it. He makes Batman awesome! Ok, Nolan did it, and Christian Bale also came forward.
Just like the actors who depict Batman, not all keywords are equal. Some are worth more time than others, especially when there are better choices. The key is to figure out how to pick out valuable things from valuable keywords. Crappy keywords must be thrown aside.
If you want to learn from the bad, without having to look at the endless data, you first need to understand some things about keywords. Let’s start with the game:
What do these keywords have in common?
Ms. … worm & hellip; beans & hellip;
Do you figure it out?
Sandwich … & sleeping hellip;
Ok, most of you may have figured it out. The word is Bag:
I have experienced the fact that if you sell any of these items, the word “bag” is very relevant to what you sell, but it is not a good keyword. There are no additional words used as contexts, it can represent almost anything. But when people do keyword research, they often only consider what they do.
The guy in the furniture store thought, “Hey, let’s optimize the package” because we sold those.” You see the problem here. They all sell bags, but they are not the same bag at all.
Therefore, we must get rid of our own thinking patterns and start thinking about keywords from the perspective of the searcher. Although it is tempting to consider keywords only by considering the keywords of the customers, if we do, we will probably assume that an intention is not the case. Therefore, in order to make the intent correct, we must first consider our keywords from the perspective of the external industry.
Let’s play another game:
What does this searcher want?
Each search query begins with a basic word. In this case, let’s continue to use the word “hot.” If this is the entire search query, what is the searcher thinking? Maybe it’s about the weather. Maybe about the sun. If you sell furnaces or wood burners, you might think that these searches are the best choice for you.
Ah, now we are getting closer. It seems that the indoor heater has won the bet. But is this enough to fully understand the intent of the visitor? We can make some assumptions, but maybe it’s best to look at more keywords first.
Wow! We are gone. It has nothing to do with home heating or even the weather. The searcher is looking for a hot air balloon. Sorry, guys. Thank you for your participation, please bring your consolation prize and leave the stage! But wait. We’re sure this is what the searcher really wants. Maybe, maybe not. Let us continue to look for.
Ha ha. Ok, so we are still on the hot air balloon court, so all your balloons can be easily rested. Your keywords are safe. We now have a searcher looking for a hot air balloon ride … and you just provide that one. Oh, wait, there are more coming …
Didn’t see that person coming! So who will be the first hot air balloon ride to sell these searchers? good luck!
So it’s not that there are no searchers at any level that mean the content they type, especially the “hot air balloon.” And the phrase “hot air balloon pilot” is very feasible and is conducive to optimization. The point here is that prematurely assuming too much is not a good idea, because it will get you into trouble!
Still not convinced? Let’s play again! We did it twice this time …
Ok, I think you understand.
The searcher’s intentions are not always ours. The fewer words in the query, the less likely you are to provide the intent of the searcher. This doesn’t mean it’s a bad keyword, but it should pause before optimizing any phrases. Play it out. Think carefully. Before investing in optimization, determine if it is really a viable phrase.
Same phrase – different intent
When analyzing the intent behind a keyword, you can only treat each keyword as yes/no. It did not accept or leave it. Sometimes the answer to the question is “Is this keyword relevant to my business?” & rdquo; can be both at the same time or not.
This is one of my favorite slides because it is related to my actual experience at a local office supply store. Unfortunately, I can’t find the cordless phone headset I want. Instead, what I found was just a cordless phone headset.
Let me repeat this sentence. Unfortunately for me, I can’t find a cordless “phone headset.” I think about it. Instead, what I found was just a “cordless phone.” headset. That’s right, I’m looking for a cordless headset for my phone. But they only have headphones for cordless phones. If I search for this phrase on Baidu and see similar results, I will give up these keywords and clarify my search to better produce the results I want.
This is a good example. A phrase written in the same way may mean a lot different from your thoughts. The question is, how do you determine which is the “right” & rdquo; the way to explain this keyword? simple. Do a Baidu search and see what happens. If you find only a “cordless phone.” Headphones, then you may not be able to optimize your cordless phone headset & rdquo; for that particular phrase. At least it gives you something to think about.
This gives you a good foundation to understand the keywords we are looking for in research and not always the keywords we want to bring us to success. I will discuss this further in a follow-up post titled “Keyword Stupid Lessons.” There I will introduce specific types of keywords that you wish to avoid as part of your optimization strategy.