SEO対策はキーワードの選定から

SEO対策はキーワード選定を慎重に

SEO対策する上でユーザーに検索してもらいたいキーワードの選定が非常に重要です。
この選定次第でホームページの成功、失敗を決めると言っても過言ではありません。

  • ホームページの内容に沿ったSEOキーワードの選定
  • 売りたい商品、売りたいサービスに沿ったSEOキーワードの選定

これをしっかりと計画して実行しないと、検索エンジンから判断して、SEO的に評価出来ないホームページという事になります。

また、訪問者からしても自分が希望するキーワードについては掲載されていないと判断されます。
さらには、本当に来てほしい見込み客にはキーワードが違うという事で、検索されることもないという事態に陥りますので ご注意ください。

例から考えてみましょう

タオルをネット販売している業者さんのSEO対策

今回はタオルをネット販売している業者さんなので、「タオルをネット通販で購入しようとしている人」がターゲットとして該当になりますのでその方々が検索しそうなキーワードを予測して行きます。

種類
「フェイスタオル」「バスタオル」「タオルハンカチ」など
用途
「スポーツ観戦」「応援グッズ」「顔洗い」「風呂上がり」「汗拭き」など
生地
「パイル」「シャーリング」「表ガーゼ裏パイル」など
特典
「送料無料」「お取り寄せ」「お買い得」など

このように「タオルをネット通販で購入しようとしている人」が選定しそうなキーワードを論理的に考えてキーワードを選定をする事が購買に繋がるユーザーの獲得を確実に出来る方法であります。

さらに大事なキーワード抽出方法

この業者さんが検索してもらいたいキーワードは「タオル」というビッグキーワード
見込み客が検索して来るであろうキーワードも「タオル」というビッグキーワード
それはそれで大正解です。

しかし、実際には「タオル」というキーワードで検索をするとしても、”タオルの作り方を調べている人”、”タオルの種類による違いを調べている人”、 そして”タオルをネット通販で購入しようとしている人”など多岐に渡る検索行動が存在しています。
SEO対策として大事なのは、誰に対してアプローチをかけたいのかというターゲッティングをしっかり認識してキーワードの組み合わせを考えて行く必要があります。

そのアプローチの方法として、「フェイスタオル スポーツ観戦 お取り寄せ」などの考えられる複数のキーワードを組み合わせる”ログテールキーワード”を考えて行くのがSEO対策として重要であります。

真剣に購入をご検討されておられる方は、ビッグキーワードは当然ですが、さらに深く込み入ったタオルの情報が購入の判断には必要です。

「製造方法」や「お手入れの方法」「洗濯の方法」など購入後のタオルのイメージを沸き立たすようなキーワードが必要です。

販売者側の目的ではない意図や行動に対するキーワード対策もする事が、ロングテールキーワードを意識した非常に有効的なSEO対策となります。

表面ニーズと潜在ニーズという考え方

ユーザーは千差万別であり、そのユーザーの状況によって検索の行動も変化します。 購買をしたい、情報を得たいなどそのユーザーが持っているニーズがその起点となります。 タオルを検索をしている人がいます。タオルのデザインを見て購入するための準備をするためのニーズからの検索、これが表面ニーズです。 しかし、その人はなぜタオルを検索エンジンで探して比較して購入するための準備をしようとしているのかを考えると 今使用しているタオルに問題や改善したいことがあるから買い替えようとしているのです。自分が感じている不満点を改善できるタオルを探すのが本来の目的でありますので その人が検索するのは潜在的にあった「不満点を改善できるタオル」を探すのが 本来のニーズなのです。 その本来のニーズである「潜在ニーズ」を先回りして、そのキーワードをあぶり出しページ構成に組み入れてコンテンツを組んでいくというのが効果的なSEO対策であります。

今回のタオルについてはどうなるのか?

商品が欲しくして検索する側すると専門用語はほぼ分からない事が多いので、業者側からするととてもあいまいな言葉で検索が行われます。
例えば、、、
甲子園球場で野球観戦した時に周りの人が使っていた細長くて文字が入った良く汗を吸い取りそうなタオル

この場合ですと、予測される検索キーワードとしては 「甲子園 野球 細長い 吸水性 タオル」 というケースが考えられます。 しかし、販売者側がデータを入力するの多くの場合は 「マフラータオル」というキーワードになると予測します。

潜在ニーズを考えると「吸水性の優れたかっこいいタオル」というキーワード
表面ニーズを考えると「甲子園で売っていたかっこいいタオル」というキーワード

販売者側からすると「マフラータオル」のキーワードは「マフラータオル」なのですが、専門家ではない消費者から検索する場合には違うキーワードになりますので そのあたりを十分に視野に入れての検索キーワードの選定が必要であります。

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