企业网站SEO关键词分类与选取原则 - 提升谷歌推广效果的关键
SEO优化是企业在网络发展中启动的门槛，而关键词的选择是影响最深的因素。只有选择好合适的关键词，才能逐月吸引有价值的自然搜索流量，直接影响后续的推广进程和效果。
SEO optimization is the threshold for enterprises to start their online development, and keyword selection is the most influential factor. Only by choosing the right keywords can you attract valuable organic search traffic month by month, directly affecting subsequent promotion processes and results.
关键词分类/Keyword Classification
1. 信息型关键词 Informational Keyword
信息型关键词是人们想要获得某件事物的信息时会搜寻的关键词类型，通常这类型的关键词都带有「什么、为什么、如何」的字词。我们可以考虑把这类型的关键词撰写成文章来介绍自家产品。
Informational keywords are the type of keywords people search for when they want to obtain information about something. These keywords usually contain words like "what, why, how." We can consider writing articles using these keywords to introduce our own products.
2. 导航型关键词 Navigational Keyword
在这个阶段使用者通常是在脑海中已对一个或几个特定的品牌留下了印象，所以直接搜寻特定的品牌或网站名称，来搜寻想要的信息。
At this stage, users usually already have an impression of one or several specific brands in their minds, so they directly search for specific brand or website names to find the information they want.
3. 交易型关键词 Transactional Keyword
搜寻这类型关键词的用户在短时间内在网站采取购买或询价的行为，在搜寻的特定关键词后希望看到产品的相关信息，如规格、特色或价格等。
Users searching for these types of keywords are likely to make purchases or inquiries on the website within a short time. After searching for specific keywords, they expect to see relevant product information such as specifications, features, or prices.
关键词选取原则/Keyword Selection Principles
1. 关键词盈利度/Keyword Profitability
关键词盈利度与它的广告点击费用密切相关，是判断你的广告是否盈利的关键。如果某个关键词建议出价很高，一旦你出价太低就会没有流量，但当你提高出价时，ACoS就会很高，超出目标值。
Keyword profitability is closely related to its advertising click cost and is key to determining whether your ads are profitable. If a keyword's suggested bid is very high, bidding too low will result in no traffic, but when you increase the bid, ACoS will be too high, exceeding the target value.
2. 贴近目标用户的搜索习惯/Match Target Users' Search Habits
在行业优化的专业术语叫关键词，而用户的习惯用词却是搜索词。同时我们要了解，用户只会对产品进行简单的概述，对产品的功能、形状、或颜色等进行简单的搜索。
In industry optimization terminology, we call them keywords, but users' habitual terms are search terms. We also need to understand that users only provide simple overviews of products and conduct simple searches for product functions, shapes, or colors.
3. 避开热门关键词/Avoid Overly Popular Keywords
有一个关键词很多企业都在使用，用户搜索使用频率非常高，但是缺乏精准定位用户。因此，在选取关键词时最好避开热门关键词，不要盲目跟风选取。
Some keywords are used by many companies with very high search frequency by users, but they lack precise targeting. Therefore, it's best to avoid overly popular keywords when selecting and not blindly follow trends.
4. 减少选取过于冷门的关键词/Reduce Selection of Overly Niche Keywords
快速提升网站排名则意味着比竞争对手多了一些流量和成交的机会，而冷门关键词意味着优化难度低，容易优化。一般情况下，这类关键词搜索量不大、转化率也不高。
Quickly improving website rankings means gaining more traffic and conversion opportunities than competitors, while niche keywords mean lower optimization difficulty. Generally, these keywords have low search volume and conversion rates.
以上就是关键词的分类及选取原则。关键词是SEO优化的基础。关键词的选择决定了我们的用户在寻找我们网站时候的需求内容展示。因此，我们要注意谨慎选取。
The above are the classification and selection principles of keywords. Keywords are the foundation of SEO optimization. The selection of keywords determines the content display of our users' needs when looking for our website. Therefore, we need to pay attention to careful selection.
