KEYWORD RESEARCH

Ni Dung Bi Hc
1. Hnh vi khch hng khi tm kim l g?
2. Tm quan trng ca t kha trong 1 chin lc Seo.
3. Quy trnh nghin cu v la chn t kha.
4. Tm hiu nhu cu v cch nh gi kh ca t kha Seo.
5. Tm hiu v 3 loi t kha trong 1 chin dch Seo: Brand keyword, Information Keyword ,
Transaction Keyword.
6. Cch chn lc v ti u b t kha vi cc cng c: Google Keywords Planner, Search Box.
7. Thc hnh phn tch b t kha cho website bt k.
8. K thut ghp t kha, cch lng ghp t kha trong Title, Meta Description.
9. Hng dn s dng cng c check th hng t kha.
1. Hnh vi khch hng khi tm kim l g?
Tm kim v chia s l hai hnh vi ph bin nht ca ngi dng Internet. Hn 90% ngi dng
Internet s dng cng c tm kim. Do vy, tip th qua cng c ny s rt hiu qu.
Khch hng ca bn ang tm kim trn Google, v phn ln h la chn mua hng t website c
mt trn trang 1 Google. Vic xut hin trn trang 1 trong kt qu tm kim ca Google l rt quan
trng. N ging nh vic bn xut hin trc mt khch hng, khi h ang c nhu cu mua hng.
C 2 cch a website ca bn ln trang 1 Google: SEO v PPC. Trong , hnh thc qung co
tr tin cho Google (PPC Pay Per Click) l bin php nhanh nht a website ln trang 1
Google.

Khch hng s dng internet lm g ?

Khuynh hng s dng phng tin truyn thng

Thng k tm kim trn di ng

Tm kim di ng l mt phn khng th trnh khi ca tip th k thut s nh nu thng hiu
khng thch ng vi hnh vi ca ngi tiu dng th h c nguy c b b ri nu i th cnh tranh
phn ng nhanh hn.Google d on rng tm kim di ng s vt qua my tnh bn trong
mt vi nm ti, v vy cc doanh nghip nn thc s c mt chin lc tm kim di ng ngay lc
ny.
- Mt nghin cu ca ComScore cho thy tng s tm kim ca ngi dng M s dng in thoi di
ng tng 26% t thng 3 nm 2012 v thng 12 nm 2012, t 90.1 triu n 113.1 triu tm
kim.

- Tm kim trn my tnh bng tng 19% t thng 4 nm 2012 v thng 12 2012.
- Trong khi , tm kim my tnh bn gim 6% trong giai on thng 11 nm 2011 v thng
11 nm 2012.
- Cng ty Phn tch BIA / Kelsey d on rng cc truy vn tm kim di ng s vt qua truy
vn my tnh bn vo nm 2015.
Thng k tm kim theo a phng

Bn / khch hng ca bn nh gi cao nht hot ng tip th tm kim no?

Thng k truy cp t Google

2. Tm quan trng ca t kha trong 1 chin lc Seo.

- T kha l nhng t m nhng ngi truy cp nhp vo trong nhng c my tm kim dng tm
thy thng tin t nhng website. iu quan trng hng u l website ca bn c c nhng c
my tm kim tt xp hng nhng t kha ph bin lin quan n ti ca website ca bn.

- S khng phi l gii php tt khi ti u ha nhng trang Web ca bn cho nhng t kha m
khng ai s dng trong nhng c my tm kim.
- Hy la chn nhng t kha thc s ph hp vi website ca bn v kh nng SEO ca bn, ng
nn la chn nhng t kha chung chung vi cnh tranh qu cao v:
+ T kha chung chung c cnh tranh cao => kh lm SEO.
+ T kha chung chung c t l chuyn i (t l bn hng) thp: cng v ngi dng, nu bn
ch mun mua giy th thao Adidas, chc chn bn s tm kim: Mua giy th thao Adidas ch
khng search: Giy th thao.

Lm sao tm t kha ph hp?

1. Hy ng gc ngi dng lit k ra cc t kha h s dng tm kim lin quan n sn
phm, dch v ca mnh.
2. S dng cc cng c c thm cc gi v t kha, lu lng tm kim cng nh xu hng tm
kim t kha trong tng lai.
3. nh gi mc cnh tranh ca t kha, la chn nhng t kha ph hp vi chin lc Seo ca
mnh.
(*) Lu : Nu khu xc nh t kha sai Ton b chin dch Seo khng c ngha.
3. Quy trnh nghin cu v la chn t kha.
3.1. Quy trnh nghin cu t kha.

3.2. 6 Bc nghin cu v la chn t kha.

Bc 1: Bn ang bn sn phm g trn Website?
Bc 2: Khch hng ca bn l ai? H ang u? Chin lc Seo Local

Bc 3: Lit k cc t kha m bn cho rng khch hng c th dng tm kim. Cc t kha cn

chn phi thch hp v st ngha vi ngi dng (S dng Google Search B c thm gi ca t
kha)
Bc 4: Kim tra lu lng tm kim cc t kha trong 30 ngy gn y.
Bc 5: Xc nh xu hng tm kim t kha, xem lng tm kim tng hay gim trong 12 thng
qua, mc quan tm ca tng thnh ph.
Bc 6: nh gi mc kh ca t kha.
Bc 7: La chn t kha ph hp.

4. Tm hiu nhu cu v cch nh gi kh ca t kha Seo.

1. S dng Google Keyword Planner: Kim tra lng tm kim hng thng v cnh tranh:
Da vo cc ch s tm kim hng thng ta xc nh nh sau:
100 -> 1000: kh bnh thng
1000 -> 10.000: kh tng i
10.000 -> 100.000: Mc kh kh cao
Da vo CPC v mc cnh tranh:
Khi ta kim tra tra ta ch thy hin Thp, Trung bnh, Cao.

2. Da vo kt qu tm kim (SERP) v phn tch i th SEO:

- Ch s SERP (Search engine results page) l tng s website cnh tranh t kho. Ch s cng cao
tng ng cnh tranh s cao.
- Hy ch kt qu tm kim xem s in m, mc hin th ca t kho ca cc i th. Xem 1,2,3
trang nu mc ti u cng dy c tc l t kho cnh tranh cao, v c nhiu i tc SEO.

3. Da vo kinh nghim, nh gi 10 website ang ng page 1

- Kim tra Seo Onpage (S dng Seoquake)
- Check PageRank, Backlink, Internal Link (Lin kt ni), Domain Age, Domain Keyword
- nh gi ch s PR, Index.
- C nhiu kt qu t cc trang tin tc, Youtube tr v khng?

5. Tm hiu v 3 loi t kha trong 1 chin dch Seo.

5.1. T kha thng hiu.
T kha mang tn thng hiu ca doanh nghip, cung cp cc thng tin v doanh nghip n khch
hng.
VD: o ci thu thy, Nh hng vn tu thng long, Thi trang Xmen Shop...
y l loi t kha c ch s hiu qu cao, d y top, nn lm cho tt c cc chin dch Seo.
5.2. T kha thng tin.
L loi t kha cung cc thng tin hu ch v sn phm, dch v n khch hng. y l loi t kha
c khch hng tm kim nhiu nht (Quyt nh mua hng thp)
VD: Seo l g, bnh thoi ha khp, tiu ch khi la chn t kha trong seo...
T kha chung v kh.
5.3. T kha thng mi.
L loi t kha miu t chnh xc nhng thng tin khch hng cn tm. Khch hng khi tm kim t
kha dng ny c nhu cu mua hng rt cao.
VD: Kha hc seo ti h ni, Iphone 5 16gb mu trng, in thoi sky A850...
T kha c kh trung bnh, mang tnh cht thng mi cao. Cn lm cho tt c cc chin dch.
6. Cch chn lc v ti u b t kha vi cc cng c: Google Keyword Planner, Search Box.
6.1. S dng Google Search Box tm kim nhng gi cho b t kha.

Cch thc thc hin

- Truy cp google.com.vn g t kha tm cc gi cho b t kha.
- Copy cc t kha vo Google Keyword Planner tin hnh phn tch
6.2. S dng Google Keyword Planner
Bc 1: Truy cp vo ng dn: https://adwords.google.com/ko/KeywordPlanner .
s dng c Google Keyword Planner, Google bt buc bn phi login vo ti khong
AdWords ca n. Vic ny kh d dng nu bn no c ti khon Gmail.

Giao din hin th yu cu ng nhp ti khon

- Bc 2: La chn Quc gia, mi gi, n v tin t sau bm Tip tc

- Bc 3: Ti khon c to thnh cng. Click ng nhp vo ti khon Adwords

- Bc 4: Mn hnh chnh ca Google Adwords hin ra. Click Cng c & phn tch/Cng c lp k
hoch t kha.

- Bc 5: Click ty chn Nhn lu lng tm kim cho danh sch t kha hoc nhm chng thnh
nhm qung co

- Bc 6: Tin hnh nhp cc t kha cn kim tra vo tm kim. Click Ly lu lng tm kim

Mt lu nh cho cc bn mun Google Keyword Planner tr v kt qu chnh xc tng quc gia

cng nh ngn ng tm kim th bn nn lu n Nhm mc tiu. Ti y bn s la chn
ngn ng ca quc gia mun tm kim.
- Bc 7: Google Keyword Planner s hin ra cho ta 2 thanh tab. l tng nhm qung co
v tng t kha vi cc t kha km theo thng k chi tit v lu lng tm kim hng thng.

- Bc 8: Click vo biu tng nh sau t kha xem thng k s ln tm kim trong 12

thng.

- Bc 9: Cn c vo s lng tm kim t kha hng thng + biu thng k s ln tm kim

trong 12 thng (xu hng tm kim t kha) chn ra b t kha ph hp.
7. K thut ghp t kha, cch lng ghp t kha trong Title, Meta Description.
VD1: www.skychinhhang.vn
- Tiu : in Thoi Sky, Dien thoai Sky chnh hng uy tn nht Vit Nam
- M t: Trung tm phn phi in thoi sky chnh hng vi cc dng dien thoai sky cao cp v gi
c cnh tranh nht Vit Nam. Bo hnh my tn nh cho khch hng.
T kha dien thoai sky & in thoi sky c lp li 2 ln trong tiu v m t 1 cch t nhin.
VD2: www.vinamax.com.vn/dao-tao-seo
Tiu : Dao tao Seo | Kha hc Seo, Adwords Pro, Facebook Marketing
M t: Kha o to Seo, Adwords Pro, Facebook Marketing vi gio trnh khoa hc nht VN. Cam
kt hon tr 100% hc ph nu khng gip hc vin kim c tin.
Tiu v m t cha cc t kha cn Seo c xut hin 1 cch t nhin.

(*) Lu :
- Cc t kha chnh c xut hin v lp li 1 cch t nhin trong tiu v m t website.
- Tiu v m t c vit hp dn nhm tng kh nng click ca ngi dng.

8. Hng dn s dng cng c check th hng t kha.

- Bc 1. Truy cp a ch http://smallseotools.com/. Click chn cng c Keywords Position

- Bc 2: in thng tin Domain + t kha cn kim tra.

(*) Lu : Do t kha Seo trn Google.com.vn nn bn tch b chn Google.com, Bing.com,
Yahoo.com. Click More chn Vit Nam (.com.vn)

- Bc 3: Ch h thng phn tch v a ra kt qu.

Kt qu hin th i vi 2 t kha dao tao seo, o to seo ng vi domain vinamax.com.vn

THNG TIN LIN H
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