1、 The Importance of Keyword Selection
Keywords are crucial for optimizing and promoting enterprise websites, as they are related to traffic conversion and user experience. From the perspective of traffic conversion, good keywords can determine search targets, such as core keywords with search volume between 1 million and 3 million, which are valuable and can achieve conversion from traffic to profit. In terms of user experience, keywords should match the search targets of potential users, affecting user stickiness. Appropriate keywords can increase user trust and bring sales opportunities to the enterprise. In short, keyword selection is a crucial step that affects the future development of the enterprise.
2、 Method of keyword selection
Enterprises should first clarify their core business when selecting keywords, and then use tools to expand after determining the direction. They should not be too broad or obscure, and should analyze the market situation. Accurate core keywords can reduce optimization difficulty and attract target users. High quality keywords require high search volume and relevance to the enterprise. Enterprises can choose keywords based on their own business advantages and industry characteristics. Search engines will split long keywords, and enterprises should pay attention to industry search habits and choose long tail keywords. They can also choose obscure and promising keywords. Combining regional selection of keywords can reduce competition difficulty and improve accuracy. Keywords should be related to website content, and selecting keywords with traffic can help understand search volume and competition level through tools.
3、 Selection of different matching types
（1） Wide matching
For innovative or niche industries, extensive matching can expand the scope of keywords and increase the likelihood of being searched. Companies engaged in the research and development of new environmentally friendly materials have innovative products with limited public understanding, resulting in low search volume using only directly related keywords. By using extensive matching, it can be extended to relevant popular fields, and precise keyword expansion can also be achieved through analyzing target user profiles. For example, for young people who are concerned about sustainable development, keywords such as “sustainable fashion” and “green lifestyle” can be expanded to meet user search needs.
（2） Accurate matching
Accurate keyword matching has a high conversion rate and is related to the core business of the enterprise, which can attract target customers. However, the differences in search preferences among different regions pose challenges for accurate matching, such as the varying search tendencies of “SEO” in different regions. Enterprises should consider regional factors when selecting precise matching keywords, and different strategies can be formulated for those with nationwide business. At the same time, sustained and stable long-term search volume is also an important consideration factor. Enterprises can analyze historical data and trends to identify such keywords for key optimization to obtain high-quality traffic.
（3） Short sentence matching
Short sentence matching has unique advantages in vertical industries and regionally strong enterprises, similar to long tail keywords but more specific and targeted. In mobile voice search, users use descriptive short sentences to search. Vertical industry enterprises can mine more short sentence matching keywords based on industry characteristics and user needs, with relevant examples in the medical beauty industry. Enterprises with strong regional characteristics can choose short sentences to match keywords based on regional characteristics, and there are also examples. Such keywords can accurately attract local target users and increase conversion rates. Enterprises should pay attention to optimizing and updating short sentence matching keywords to adapt to market changes and user demand development.
4、 Summary and Prospect
In the fiercely competitive online environment, keyword selection and matching types are crucial for enterprise website construction. Different enterprises should consider methods and types based on their own situations. Wide matching is suitable for emerging enterprises, precise matching is suitable for enterprises with clear business and customers, and short sentence matching is suitable for enterprises with strong vertical industries and regional characteristics. Enterprises should also pay attention to search trends and changes in user habits, and adjust keyword strategies. For example, with the popularization of mobile Internet, enterprises should choose natural and colloquial keywords and short sentence matching according to the characteristics of voice search. Artificial intelligence and big data technology can provide accurate analysis and prediction for enterprises. In short, enterprises need to continuously optimize their keyword selection and matching strategies in order to stand out in online competition, achieve website optimization and promotion goals, and create value for enterprise development.
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