I want to increase the number of user acquisition channels. I think there are not a few people who have thought that they want to do owned media for that purpose. This time, I summarized "How to create SEO-friendly media" based on reference books and my experience of managing media for about a year.
Read in 5 minutes.
Advantages and disadvantages of SEO media
Compare with digital advertising.
I think the merit is that "stable attracting customers" can be done without "advertising". On the other hand, the disadvantage is that it takes several months to see results, and it takes a lot of man-hours to create content. If you are launching a new product and want to quickly test your hypothesis, you should focus on advertising, and if you want to increase the organic ratio, in the long run, you should be able to focus on media.
1. Keyword selection is the key
Even if you get the top search result, you can't expect a big inflow with a keyword that is searched only 10 times a month. So, as the title suggests, keyword selection is very important. I think the difference between winning and losing is whether you can find "keywords that few people are aware of and high search volume".
2. How to choose SEO keywords
There are four things to consider when choosing keywords:
- Market: High monthly search volume?
- Affinity: Is there an affinity with the service?
- Can you aim for higher rankings: Is Yahoo! or the official website on the first page?
- Ease of article writing: Will it be published on our own resources?
Details.
[Step 1]
First, find out if the market is large. Check the search words on the related word search site and then grasp the search volume with the Keyword Planner.
[Step 2]
The criterion for judging affinity is whether the searcher for that keyword will use the service. I think Since a search has an intention, we can imagine the user's problem from the intention and judge affinity
[Step 3]
Can you aim for a high ranking? The criteria for judging are: (1) Are Yahoo!, Google, and official sites displayed on the TOP, and (2) Are personal blogs displayed on the first page?
[Step 4]
I think that the ease of writing articles will change depending on the situation, such as whether specialized knowledge is required or whether it can be outsourced.
[Step 5]
added to the judging criteria, compare them side by side and select a keyword.
If you break it down with a funnel, you can roughly break it down into 5 parts, so I think it's good to follow the values and transition rates. I think that the entrance to the funnel has the highest number of parameters and has the highest improvement effect, so I think it would be better to improve on the ranking.
Analyze in the smallest unit
- Article unit
- Weekly unit
Once the CV is created, we will check which article the conversion started from and ensure reproducibility.
3. What to do to improve your SEO
SEO may change the evaluation algorithm, so I think it's better to do everything you can. SEO specialists and tips from books are left in the document, so please browse if you like.
4. Tools that can be used for planning and operation
[Planning]
・ Related word check tool: Related word research site
・ Search volume check: Keyword Planner
・ Co-occurring word check tool: Key Search beta
・ Treasure house of content ideas: Yahoo! Chiebukuro
[Writing / Editing]
・Write your manuscript: Dropbox Paper / Google Docs
・Code shaping and checking tool: Dirty Markup
・SEO word count check tool: Ohotuku.jp
[Analysis]
・Check search ranking, number of impressions, and number of clicks: Google Search Console
・List weekly results: Spreadsheet
・Extension that quantifies the current state of SEO: Lighthouse
・Check the number of backlinks of your company: hanasakigani
・Check the search ranking of articles