在 SEO 中，為給定網(wǎng)站找到合適的關(guān)鍵字可能是一個(gè)很大的挑戰(zhàn)。對(duì)于谷歌來(lái)說(shuō)，這方面也可能存在問(wèn)題，谷歌經(jīng)常不顧您的期望，以錯(cuò)誤的關(guān)鍵字或一些令人驚訝的短語(yǔ)顯示您的網(wǎng)站。那么如何防止這種情況發(fā)生，如果發(fā)生在您的網(wǎng)站上該怎么辦呢？繼續(xù)閱讀！

為什么分配給您網(wǎng)站的錯(cuò)誤關(guān)鍵字會(huì)如此有害？

看起來(lái)即使您的子頁(yè)面顯示錯(cuò)誤和意外的關(guān)鍵字，它仍然會(huì)產(chǎn)生點(diǎn)擊。然而，事實(shí)并非如此——進(jìn)入一個(gè)不符合用戶期望的網(wǎng)站，因?yàn)樗@示在錯(cuò)誤的關(guān)鍵字上，可能會(huì)讓你的網(wǎng)站失去生命。畢竟，大多數(shù)潛在客戶尋找特定產(chǎn)品，而不是隨機(jī)分配給他們的搜索查詢的網(wǎng)站。

只是為了把你放在照片里。您的模范客戶在 Google 中輸入短語(yǔ)“金屬眼鏡框”，他們希望在搜索結(jié)果中至少獲得一些有趣的報(bào)價(jià)。然而，當(dāng)用戶進(jìn)入搜索結(jié)果中最先顯示的網(wǎng)站之一時(shí)，他們看到的不是他們正在尋找的特定產(chǎn)品，而是一整套絕對(duì)不符合他們要求的塑料眼鏡框。盡管客戶可能對(duì)商店提供的某些產(chǎn)品感興趣，但他們幾乎立即返回搜索結(jié)果，對(duì)他們剛剛訪問(wèn)的網(wǎng)站不滿意。

在這種特殊情況下，即使用戶進(jìn)入該網(wǎng)站，該網(wǎng)站的內(nèi)容也會(huì)立即被拒絕。如果它頻繁重復(fù)，Google 可能會(huì)注意到您的高跳出率，因此，它可能會(huì)將您的子頁(yè)面或類別視為垃圾郵件、欺騙或故意誤導(dǎo)，這可能會(huì)降低您的網(wǎng)站在搜索結(jié)果中的位置。然而，更重要的是，如果您的網(wǎng)站顯示了錯(cuò)誤的關(guān)鍵字，您可能會(huì)阻止那些感覺(jué)受騙的客戶，因?yàn)樗麄儧](méi)有找到他們正在尋找的東西，相反，他們只是浪費(fèi)了他們的時(shí)間。

這種現(xiàn)象也可能對(duì)您的轉(zhuǎn)化率產(chǎn)生負(fù)面影響，轉(zhuǎn)化率會(huì)因?yàn)轭l繁訪問(wèn)未最終購(gòu)買(mǎi)的網(wǎng)站而降低。因此，如果 Google 在錯(cuò)誤的關(guān)鍵字上顯示您的子頁(yè)面，您需要盡快解決問(wèn)題。但是如何開(kāi)始呢？

我的網(wǎng)站顯示在錯(cuò)誤的關(guān)鍵字上——怎么辦？

如何發(fā)現(xiàn)問(wèn)題？

通過(guò)在搜索欄中輸入一個(gè)簡(jiǎn)單的命令——關(guān)鍵字站點(diǎn)：頁(yè)面地址，開(kāi)始搜索你的網(wǎng)站顯示在錯(cuò)誤關(guān)鍵字上的原因。它可以幫助您在您的網(wǎng)站上找到顯示在給定短語(yǔ)上的子頁(yè)面。因此，您可以輕松檢查在分析潛在問(wèn)題時(shí)需要考慮哪些子頁(yè)面。由于在使用此命令后看到了顯示給您的子頁(yè)面，或者由于注意到其中一些子頁(yè)面丟失，您將能夠快速有效地找到問(wèn)題的原因。但在這方面最常見(jiàn)的問(wèn)題是什么？

? ? ?1.沒(méi)有子頁(yè)面更適合給定的短語(yǔ)

If your website is displayed on wrong keywords, there might be several reasons behind it. The first one is simply the lack of the subpage which would perfectly fit a given phrase. In such a situation, Google finds a website which at least partially corresponds to the search query – let’s use the example of “metal glasses frames” again. In this situation, Google might display a website where some of the products are described as metal or where metal glasses frames are listed as one of the available types of the product. In this case, you should consider creating an additional subpage or subcategory that would be more suited to the needs of your potential customers.

? ? ?2. Content and its lack – even the seeming one

Probably every person associated with SEO knows that content is the king. The content, especially the longer one, shows Google what a given subpage is about. Therefore, the lack of content may be a reason why there is a problem with assigning appropriate keywords to your page. In such a situation, the search engine may wrongly identify the content of your website as it has only the metadata and some fragments of texts (e.g. in the footer) at its disposal. As a consequence, your site may be displayed on random words such as the website address or the name of the owner.

However, having the content with the right length won’t ensure that your website will suddenly be displayed after entering a relevant phrase into the search engine. Texts on given subpages should be also optimized for appropriate keywords – those that fit the products or services offered on the website best. This is the only way to show search engine robots that users can find necessary items in a given category on your website.

When looking for problems with keywords mis-assigned to your website, check if there is any hidden content which shouldn’t require any additional actions that could be omitted by Google and that could result in the search engine not taking the available text into consideration. Duplicate content is another phenomenon negatively influencing the SEO process. It applies to both internal (within the website) and external (between a few websites) duplicate content. It’s an extremely harmful situation and as a consequence, Google robots may perceive your website as spam.

? ? ?3. Wrong title and meta description

Title and meta descriptions are the first website elements noticed by users. Although we see these elements even before entering the site, they’re as important as the content itself. First of all, by corresponding to the users’ requirements expressed precisely in the search query, metadata can encourage potential customers to visit your website. Second of all, website title and metadata are important elements of the SEO process. For Google, the first words of the title are essential to determine the content of a given subpage.

Meta description is another equally important aspect. Here, it’s worth using carefully selected keywords on which your website should be displayed. Any unnecessary, additional or unrelated keyword phrases may mislead the search engine and result in incorrect assignment of keywords to given categories or products. Try not to duplicate metadata either between different subpages of your website or by copying them from other sites. It’s a mistake that can cost you a lot in respect of doing SEO for a given subpage.

? ? ?4. Inappropriate use of headings

Formatting is as important as the content itself. Make sure that you use different types of headings in your longer texts. When it comes to SEO, headings help to highlight keywords and the most relevant parts of the text, therefore, ensuring that they comprise the right phrases is one of the SEO cornerstones. However, don’t overuse your headings. You need only one H1 heading for each text optimization and the number of your H2 and subsequent headings should be tailored to the length of the text. You should also avoid repetition – SEO specialists ought to aim at creating unique headings which are optimized for keywords and which clearly outline the subject of the successive parts of the text.

In your headings, remember to avoid using words that aren’t relevant to the subpage such as “read more”, “check the prices” or “find out what are the advantages of the product”. These phrases are commonly used almost in every industry, therefore, applying them can significantly decrease your chances of the successful SEO process.

? ? ?5. Inappropriate use of tags

Apart from the headings, in most texts you can encounter the <strong> (bold) and <em> (underline) tags. These are the elements responsible for drawing the search engine’s attention to the relevant keywords. Remember to highlight only the keywords, otherwise the search engine robots may assign inappropriate keywords to your subpage.

When searching for incorrect tags, focus not only on the text but also on other elements visible on the website. Sometimes people use tags to highlight the address and then the website is displayed on words which may not be particularly beneficial both for the website and for its owner.

? ? ?6. Inappropriate external and internal linking

SEO is based on links, both within and outside the website. No wonder, then, that inappropriate linking may be a reason behind your website being displayed on wrong keywords. The problems may also result from incorrect website structure and then you should discuss the issue with the site developer, not only with an SEO professional. However, in most cases the cause of the problem is very simple – incorrect internal linking. In this situation you need to deal with the lack of backlinks between individual products or categories, inappropriately used anchors – meaning links assigned to a phrase not related to the subpage they redirect to. Here, you should avoid linking words such as “read more”, “click here” or “check out our offer”.

However, the problem with incorrectly used anchors doesn’t concern solely external linking. Links matched to incorrect keywords also affect inappropriate external linking which, in this case, may result in your website being displayed for wrong keywords. Moreover, make sure that backlinks to your website come only from valuable and trustworthy sites which can positively influence your website’s position on phrases you do SEO for.

? ? ?7. Blocked access to the website matching the phrase

It may happen that even though some of your subpages match a given key phrase perfectly, Google will still assign this phrase to a completely different part of your website. In this case spend a little bit more time on analyzing whether your robots.txt file is correct – if your content is optimized properly, this file ought to prevent the indexation of pages that shouldn’t be noticed by Google. These are for example subpages with rules and regulations, shopping cart or customer panel. On the other end of the spectrum, it may also happen that the robots.txt file excludes indexation of potentially valuable subpages. In such a situation you should modify it as soon as possible.

? ? ?8. Inappropriate redirects

None of us likes when after clicking on the link provided by the search engine, after a long loading, we get results completely unrelated to the content of the metadata visible during searching. The situation gets even worse when after clicking the link you see the message telling you that there is an error. Both of these situations can lead to problems with the proper assignment of the website to the phrases because Google, just like users, can also find it challenging to recognize the place where it’s been finally taken after so many incorrect redirects. That’s why you should make sure that your website doesn’t get into a vicious circle that misleads Google robots.

I found a reason behind my website being assigned to a wrong keyword – what to do next?

First of all, you need to enhance the subpage that should be displayed on given keywords.

Do you have a subpage that matches a given phrase much better than the one that is currently displayed on a wrong keyphrase in the search results? You can always influence Google, on condition you improve the content of the subpage that matches the keywords best. Make sure you publish a long text optimized for the key phrases with the use of the <strong> and <em> tags or headings. Don’t forget about unique content – pasting it from another subpage can bring counterproductive results. Make your subpage more attractive for users to decrease your bounce rate. Check the quality of internal and external linking, verify whether anchors are correct and make sure that your backlinks come only from trustworthy and reliable websites.

其次，您需要弱化不應(yīng)該在給定關(guān)鍵字上顯示的子頁(yè)面。

如果您認(rèn)為給定的子頁(yè)面不應(yīng)顯示在特定的短語(yǔ)上，那么最好讓 Google 相信您是對(duì)的。重新分析您網(wǎng)站的內(nèi)容并刪除任何可能導(dǎo)致您的子頁(yè)面顯示在錯(cuò)誤關(guān)鍵字上的詞。這也適用于具有特定短語(yǔ)特征的相關(guān)術(shù)語(yǔ)。此外，值得使用重定向到應(yīng)分配給您感興趣的關(guān)鍵字的子頁(yè)面。這同樣適用于需要以允許谷歌正確索引特定子頁(yè)面的方式修改的外部鏈接。