Keyword Research Tutorial: From Start to Finish

Summary

本视频教程由Sam Oh通过Ahrefs工具深入讲解关键词研究的重要性和方法。他指出关键词研究不仅是为了搜索量或流量，更重要的是选择潜在客户正在搜索的主题，满足他们的需求，并最终将他们转化为客户。视频中，Sam展示了如何通过Ahrefs关键词探索器生成关键词想法，根据搜索意图对它们进行分类和筛选，并分析Google搜索结果前十页，以确定关键词的商业价值和排名难度。此外，他还介绍了如何通过Ahrefs站点探索器反向工程竞争对手的流量主题，以获取更多关键词灵感，并强调了将关键词与客户面临的问题相匹配的重要性。

Takeaways

• 🔍 关键词研究不仅仅是关于搜索量，更重要的是选择潜在客户正在搜索的主题，满足他们的需求，并最终将他们转化为客户。
• 📈 关键词研究教程旨在展示如何进行关键词研究以增加流量和收入，而不仅仅是关注低竞争主题。
• 💡 关键词研究的第一步是生成关键词想法，使用Ahrefs关键词探索器输入与在线商店相关的宽泛关键词。
• 📝 通过“包含相同词汇报告”过滤关键词，将它们按搜索意图分组，搜索意图即搜索者查询背后的原因。
• 📚 搜索意图可分为四类：信息性关键词、导航性关键词、商业调查查询和交易性关键词。
• 🛒 追求交易性关键词虽然直接驱动收入，但忽略信息性查询会限制触及范围，信息性内容有助于建立信任和权威。
• 🔗 通过内部链接、重定向等方法可以加速人们的购买旅程，使内容在目标受众面前更加突出。
• 🔑 确定关键词短语的搜索意图可以通过关键词修饰符来实现，修饰符是基本关键词的附加词。
• 📉 通过设置过滤器，可以根据搜索意图类别筛选关键词，并通过业务潜力评分来评估关键词对企业的价值。
• 📊 分析Google前10个搜索结果对于关键词研究至关重要，可以了解内容格式和排名难度。
• 🔑 评估排名难度时，需要考虑排名页面的外部链接数量、域名评级和主题相关性。
• 📝 通过Ahrefs站点探索器反向工程竞争对手网站驱动流量的主题，以获取更多关键词想法。
• 📈 关键词研究的最终目标是确保所针对的关键词服务于潜在客户，并将其映射到他们面临的问题上，以促进转化。

Q & A

关键词研究的目的是什么？

关键词研究的目的不仅仅是关于搜索量或流量，更重要的是选择潜在客户正在搜索的主题，满足他们的需求，并最终将他们转化为客户。

为什么关键词研究不仅仅是关于流量？

因为关键词研究更深层次的目的是帮助企业找到能够驱动收入的关键词，而不仅仅是增加流量。

Sam Oh在视频中使用什么工具进行关键词研究？

Sam Oh在视频中使用了Ahrefs这个SEO工具来帮助进行关键词研究。

如何使用Ahrefs的Keywords Explorer生成关键词想法？

首先输入与你的在线商店相关的一些宽泛关键词，然后使用'Having same terms'报告来找到包含目标关键词的广泛匹配关键词。

搜索意图是什么？

搜索意图指的是搜索者查询背后的原因，可以被分为信息性、导航性、商业调查和交易性四类。

为什么不应该只追求交易性关键词？

因为只追求交易性关键词会限制你的覆盖范围，而且信息性内容可以帮助建立信任和权威，加速目标受众的转化过程。

如何确定关键词短语的搜索意图？

可以通过关键词修饰符来确定，修饰符是添加到基础关键词上的，例如'best'、'top'或当前年份。

如何筛选和分组关键词？

使用Ahrefs的Include框筛选关键词，并根据搜索意图类别进行分组，然后手动筛选，考虑关键词的商业潜力。

如何评估关键词的商业价值？

可以通过问自己是否能够自然地将产品或服务嵌入到这些帖子中，或者搜索这个查询的人是否会对购买你的产品或服务感兴趣。

如何分析Google搜索结果的前10页？

分析排名前10的页面的标题、内容格式、链接数量、域名评级和主题相关性，以了解排名难度和内容策略。

如何通过竞争对手的网站获取更多关键词想法？

使用Ahrefs的Site Explorer，输入竞争对手的域名，查看Top pages报告，分析流量和关键词，找到你想要针对的主题。

为什么关键词研究时要将关键词映射到潜在客户面临的问题上？

这样做可以确保你针对的关键词能够服务于潜在客户，展示你的产品和服务如何使他们的生活更轻松，并引导他们朝着你的最终目标——转化前进。

Outlines

00:00

🔍 关键词研究教程概览

本段内容强调关键词研究不仅仅是关于搜索量，更重要的是选择潜在客户正在搜索的主题，满足他们的需求，并最终将他们转化为客户。Sam Oh使用Ahrefs工具，介绍了一种不同于常规的关键词研究方法，专注于找到能够驱动业务收入的关键词。他以开设一家新的电子商务商店为例，展示了如何使用Ahrefs Keywords Explorer生成关键词想法，并通过搜索意图对关键词进行分类和筛选，以找到那些能够加速用户购买旅程的关键词。

05:02

📈 关键词搜索意图与竞争分析

在本段中，Sam Oh详细解释了如何根据搜索意图对关键词进行分类，包括信息性、导航性、商业调查和交易性关键词，并强调了理解这些意图对于SEO的重要性。他进一步介绍了如何使用Ahrefs工具过滤和选择关键词，包括设置搜索量和关键词难度的过滤器，以及如何手动筛选关键词以确定其商业价值。此外，他还讨论了如何通过分析Google搜索结果的前10页来评估排名难度，并提供了如何根据内容格式、链接数量和领域相关性来评估竞争程度的具体方法。

10:02

🛠 竞争对手分析与关键词映射

最后一段内容中，Sam Oh讲述了如何通过Ahrefs Site Explorer分析竞争对手的网站来获取更多的关键词想法。他建议查看竞争对手的热门页面，以找到那些能够带来流量的主题，并强调了将关键词映射到潜在客户面临的问题上的重要性。他提倡通过展示产品或服务如何解决这些问题来引导潜在客户完成转化。最后，他鼓励观众如果对关键词研究有任何问题，可以在评论区提问，并承诺在下一个教程中继续分享知识。

Keywords

💡关键词研究

关键词研究是指为了提高网站流量和转化潜在客户而选择用户搜索的主题词的过程。在视频中，它被强调为不仅是关于搜索量，而是更关注于满足用户需求和最终转化为客户。例如，视频提到通过关键词研究来增加流量和收入，而不是仅仅关注低竞争主题。

💡搜索意图

搜索意图指的是用户在进行搜索查询时的目的。视频中将其分为四类：信息性、导航性、商业调查和交易性。例如，视频提到'best DDR4 ram'是一个商业调查查询，表明用户可能最终想要购买。

💡Ahrefs

Ahrefs是一个SEO工具，用于帮助用户增长搜索流量、研究竞争对手并主导自己的细分市场。视频中使用Ahrefs的关键词探索器来生成关键词想法，并分析搜索意图。

💡流量

流量在视频中指的是网站访问者的数量，是关键词研究的最终目标之一。视频强调关键词研究不仅仅是为了流量，而是为了通过满足潜在客户的需求来转化他们。

💡转化

转化指的是将潜在客户转变为实际购买产品的客户的过程。视频中提到关键词研究可以帮助加速购买过程，例如通过内部链接或重新定位来提高转化率。

💡SEO

SEO即搜索引擎优化，是提高网站在搜索引擎中的排名的过程。视频中提到Ahrefs作为一个SEO工具，帮助用户进行关键词研究和竞争对手研究。

💡关键词难度

关键词难度是指在搜索引擎结果页面上排名特定关键词的难易程度。视频中提到设置关键词难度分数的上限，以找到竞争较低的关键词目标。

💡搜索量

搜索量是指特定关键词在一定时间内被搜索的次数。视频中提到通过设置搜索量的最低阈值来过滤关键词，以确保选择的关键词有足够的用户基础。

💡内容格式

内容格式指的是网页内容的呈现方式，如博客文章、产品页面等。视频中分析了排名前10的搜索结果的内容格式，以了解如何创建能够排名的内容。

💡反向工程

反向工程在这里指的是分析竞争对手的网站，以了解哪些主题或关键词正在为他们带来流量。视频中提到使用Ahrefs站点探索器来找到竞争对手的热门页面，并从中获取关键词想法。

💡域名评级

域名评级是一个衡量网站整体外部链接强度的指标。视频中提到在分析排名难度时，考虑排名页面的域名评级，以评估竞争程度。

Highlights

关键词研究不仅仅是关于搜索量，而是选择潜在客户正在搜索的主题，满足他们的需求，并最终将他们转化为客户。

本教程将展示如何进行关键词研究以增加流量和收入。

使用Ahrefs工具进行SEO研究，帮助增长搜索流量，研究竞争对手，主导你的细分市场。

关键词研究的目的是找到并映射能够实际推动业务收入的关键词。

通过Ahrefs关键词探索器生成关键词想法。

通过包含相同术语报告过滤和分组关键词，按搜索意图分类。

搜索意图分为四类：信息性、导航性、商业调查和交易性关键词。

不要只追求交易性关键词，因为它们搜索需求最低，忽视信息性查询会错失机会。

信息性内容可以帮助建立信任和权威，加速目标受众的转化旅程。

使用关键词修饰符来确定搜索意图，例如“best”、“top”或当前年份。

通过Ahrefs的关键词想法报告过滤关键词，按搜索意图类别筛选。

设置搜索量过滤器，只显示每月搜索量至少1000的关键词。

手动筛选关键词，关注其商业潜力，是否能够自然地融入你的产品或服务。

通过父主题排序，查看是否可以在页面上针对更一般的主题排名目标关键词。

分析Google前10搜索结果，了解内容格式和排名难度。

评估排名难度，查看排名页面的反向链接数量和域名评级。

主题相关性也很重要，了解你的网站是否与排名页面的主题相关。

创建电子表格跟踪关键词计划，确保关键词服务于潜在客户的问题。

通过Ahrefs站点探索器反向工程竞争对手的网站，获取更多关键词想法。

确保通过关键词研究获得的流量服务于你的潜在客户，并引导他们完成转化。

Transcripts

Keyword research isn't about search volume.

I'll even argue that it's not entirely about traffic either.

It's about choosing topics that potential customers are searching for, serving their

needs, and eventually converting them into customers.

So in this keyword research tutorial, I'm going to show you how to do keyword research

that will help you increase traffic and revenue.

Stay tuned.

[music]

What's up SEOs?

Sam Oh here with Ahrefs, the SEO tool that helps you grow your search traffic, research

your competitors and dominate your niche.

Now, this keyword research tutorial is going to be a bit different than what you might

be used to seeing.

Rather than focusing on things like low competition topics, I want to show you how to find and

map keywords that will actually drive revenue for your business.

So whether you're creating a new website or you want to revamp your current keyword targeting,

the processes I'll outline today will help.

Alright, so let's say that I'm starting a new e-commerce store selling computers, parts,

software, and accessories.

I'll obviously need product and category pages.

But I'll also want to use a blog to fuel my traffic.

The first step is to generate keyword ideas.

And I'll be using Ahrefs Keywords Explorer for this.

So I'll start by typing in a few broad keywords related to my online store like computer,

computers, laptop, laptops, and pc.

Next, I'll go to the Having same terms report which shows us all keyword ideas that contain

the target keywords as a broad match.

And there are well over 17 million keyword ideas.

Now, the point of this exercise isn't to find as many random keywords as possible.

It's to filter them down and group them by search intent.

Search intent just means "the reason behind a searcher's query."

Now, these can generally be categorized into four groups.

First, are informational keywords.

And these are queries where a searcher is looking to gain general knowledge on a topic.

For example, "what is DDR4 ram?"

Next, are navigational keywords.

For these, the searcher usually knows the destination they want to reach.

For example, something like "newegg DDR4 ram."

Third, are commercial investigation queries.

These generally show that someone is looking to get information on something that they

want to eventually buy.

So these will often be comparisons and include keyword modifiers like "best DDR4 ram."

Finally, are transactional keywords, which show that someone is ready to make a purchase

like "buy DDR4 ram."

And if you're familiar with the sales conversion cycle, you'll see that each of these groups

fit into one of the four stages.

Now, you might be wondering, why not just go after transactional keywords since these

are the ones that are going to drive direct revenue?

Two things.

First, you'll limit your reach.

Generally speaking, search demand will be the lowest for transactional keywords.

So if you're ignoring things like informational queries, you'll be missing out on opportunities

to squeeze yourself into your target audience's conversion journey.

Informational content can also help you build trust and authority, so that when someone actually

comes to a point of commercial investigation, they may recognize your name.

Or when they get to the transactional stage, having previous exposure can be the difference

between choosing you over a competitor.

The second distinct advantage you have is that you can accelerate people's buying journey

through internal linking, retargeting, or whatever method to get your content in front of them.

For example, if my store had a blog post on "what to do with an old laptop," and the post

mentioned a buy-back program we do, it could lead to a conversion quickly.

Now, how can you determine search intent for a keyword phrase?

With some of them, you can't from the keyword alone.

But a good chunk of them can be found using keyword modifiers.

A modifier is an add-on to a base keyword.

For example, that could be best, top, or the current year.

Here's a short list to get you started.

Take a screenshot and let's keep going.

Now I'm back in our Keyword ideas report and I want to filter for keywords by search intent category.

So I'll grab our list of informational keywords, and paste them into the Include box here.

Make sure to set the tab to "Any," which will show us all keyword ideas that contain any

of these keywords.

Alright. So the filtered results still show over three million keywords.

So let's set another filter.

If you're looking for low competition keyword targets, then you can set a maximum keyword

difficulty score of something low like 10.

Personally, I prefer to focus on search demand by setting the volume in tiers.

So we'll set a filter to show only keywords that have a minimum search volume of 1,000

monthly searches.

And we've narrowed our 17 million results down to around a thousand.

Now you'll need to manually filter through these.

Since we're focusing on keyword research that drives revenue, you'll have to focus on the

business potential of a keyword.

At Ahrefs, we assign a score between 1-3.

The larger the number, the greater value the keyword has to our business.

An easy way to determine the business value is to ask yourself this question:

Can I plug my products or services into these posts naturally?

Or ask yourself, would someone searching for this query be interested in purchasing my

products or services?

If the answer is no, then you should probably move on.

A quick way to sort through this list is to sort the table by parent topic.

Since a single page can rank for hundreds or thousands of keywords, you can use the parent topic

to see if you can rank for your target keyword while targeting a more general topic on your

page instead.

For example, you'll see high volume keywords that all have the same parent topic of "xbox

one controller driver."

Rather than creating numerous dedicated articles on these queries about connecting an xbox

controller to a PC, just choose the one with the most search volume as long as it provides

value to your business.

For example, this keyword on "what is a computer worm," could be a good one for our computer

shop since we provide anti-virus software.

So while it is an informational topic, we could easily link to the different software

products in our store.

So I'll add a checkmark to it.

Then select the rest of the keywords in your filtered list by scanning the parent topic groups.

Now, before we switch to the next page, scroll to the top and click on "Add to" and create

a list with the keyword category as the name.

So these would be informational keywords.

If you find that your keyword list is too short, then just change the volume filter.

Since we've already gone through searches with greater than 1,000 monthly searches,

I'll set the next one to searches that have 500-999 monthly searches and do the exact

same thing until I have a large enough pool.

Now, do the same thing for your other keyword categories, and you should have a nice list

of topics to target in every stage of their buying journey.

But there's still some work to do.

The next step is to analyze Google's top 10 search results.

Now, this is a super important step to keyword research.

The top 10 ranking pages are going to give you information on things like content format

and it'll help you understand how hard it's going to be to rank on Google for your target keyword.

For example, if we click on the SERP dropdown beside this keyword, you'll see the top 10

ranking pages.

Now, the first thing you want to analyze are the titles of the ranking pages.

You can immediately tell that all of the pages are blog posts.

You'll also see that the titles talk about what computer worms are and how they work.

Rather than completely reinventing the wheel and trying to rank this with a product page,

you'll want to stick with the content format.

So for my site, I might create a post called, "What is a Computer Worm?

How to Fix it When You've Been Infected."

Now, just to show you how SERPs can differ, if we look at the top 10 rankings for "4k

monitors," you'll see that the SERP is dominated by product and category pages, which to me

shows more transactional intent.

You can also do this step by running a search in Google for a keyword you want

to rank for.

The next part is to assess how hard it will be to rank on Google for this keyword.

Now, there are a few things that I'll look at here.

First, will be the number of unique websites linking to these pages.

We call that referring domains.

In this example, it doesn't look like the top ranking pages have that many unique links

outside of Wikipedia.

In fact, some of the pages in the bottom half of the SERP have 0 unique links pointing at them.

Now as I'm looking through the referring domains, I'll also look at the Domain Rating, which represents

the overall strength of a website's backlink profile.

In this case, you can see that the ranking pages all come from pretty powerful domains.

So if your website has a DR of, let's say 15, you have to account for the fact that

you'll be competing against pretty powerful sites.

In general, you want to play in the same Domain Rating ballpark region, or be prepared to

build more links than the top ranking pages.

The final step that I'll look at is topical relevance.

Since a computer worm is in the "antivirus" category, you'll see that a lot of the top

pages are antivirus companies.

So this may also tell us that it'll be a bit harder to penetrate, but not impossible.

So with all of these things considered, I would put an estimated number of unique links

I think we'll need to rank for this topic.

From there, I'll decide whether it's worth putting my time and resources into ranking.

Now, it's just a matter of doing this for all keywords that you're interested in targeting.

And I highly recommend creating a spreadsheet of some sort so that you can track of your keyword

targeting plan.

Alright, so by this point, we've gone through most of the cookie-cutter keywords where search

intent is easy to identify using keyword modifiers.

But not all of the keywords are going to include our seed keywords like "computer," "laptop," or "pc."

A great way you can get more keyword ideas is to reverse engineer the topics that are driving

traffic to your competitors' websites.

You can do this by going to Ahrefs Site Explorer.

Just enter a competitor's domain and then go to the Top pages report.

Now, if I were looking for product pages that I want to rank, I would search for a site

like newegg.com that has a lot of product page rankings.

Or if I were looking for blog posts, I could look at the Top pages report for a site like

Tom's hardware.

Now, it's just a matter of skimming the Traffic and Top keyword columns.

And if you want to find lower competition topics, then just look at the Referring Domains

column to get a basic understanding of ranking difficulty.

Once you find a topic that you want to target, then go through the same process of categorizing

by search intent, assigning a business value, and analyzing ranking difficulty.

Getting traffic from keyword research is great and all, but as you go through this process,

you want to make sure that the keywords you're targeting are serving your potential customers.

And that's why it's so important to map keywords to problems they face.

You have the opportunity to showcase how your products and services will make their life

easier, and guide them towards your end goal.

A conversion.

Now, if you enjoyed this video, then make sure to like, share, and subscribe, and if

you have any questions on keyword research, leave a comment below and I'd be happy to help.

So keep grinding away, and I'll see you in the next tutorial.