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SEO Content: Keyword Research

SEO内容：关键词研究

Guides keyword research for SEO: finding target keywords, assessing difficulty, understanding search intent, and building topical maps. ~95% of keywords get fewer than 10 searches/month; low-volume, high-intent terms often yield faster rankings and conversion.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
本指南用于SEO方向的关键词研究：挖掘目标关键词、评估关键词难度、理解搜索意图、搭建主题地图。约95%的关键词月搜索量不足10次；低搜索量、高意图的关键词通常能更快获得排名和转化。
调用规则：首次使用时，如果适用，先用1-2句话介绍本技能的覆盖范围和价值，再提供核心输出。后续使用或用户要求跳过介绍时，直接输出核心内容。

Initial Assessment

初步评估

Check for product marketing context first: If 
.claude/product-marketing-context.md
or 
.cursor/product-marketing-context.md
exists, read it for product, audience, and positioning.
Identify:
  1. Product/service: What you offer
  2. Audience: Who searches for it
  3. Goals: Traffic, conversions, brand
  4. Tool access: Google Keyword Planner, Google Trends, or SEO tools
优先检查产品营销上下文：如果存在
.claude/product-marketing-context.md
或
.cursor/product-marketing-context.md
文件，先读取文件中的产品、受众、定位信息。
明确以下信息：
  1. 产品/服务：你提供的 offerings
  2. 受众：搜索相关内容的目标用户
  3. 目标：流量、转化、品牌曝光
  4. 可用工具：Google Keyword Planner、Google Trends 或其他SEO工具

Discovery Methods

挖掘方法

Base Discovery

基础挖掘

MethodPurpose
User perspectiveWhat pain points? What would they search? Customer language from product context
Tool expansionRelated keywords, questions, suggestions; Google autocomplete, PAA, Related Searches
Competitor reverseAnalyze competitor titles, H1, URL; identify topics they rank for; find gaps (#4–10 = opportunity) — see competitor-research
Google PAAPeople Also Ask and Related Searches; high-value signals from real user behavior
方法用途
用户视角用户存在什么痛点？他们会搜索什么内容？优先使用产品上下文中的用户原生语言
工具拓展挖掘相关关键词、用户问题、搜索建议；可借助Google自动补全、PAA、相关搜索功能
竞品反向调研分析竞品的标题、H1、URL；识别他们获得排名的主题；找到排名缺口（排名4-10位的内容就是机会）——参考 competitor-research
Google PAAPeople Also Ask和相关搜索板块；是来自真实用户行为的高价值信号

Incremental Discovery

增量挖掘

  • User feedback: Support, community, reviews, NPS—high-frequency questions = unmet search demand
  • Multi-platform search: Reddit, Quora, X (Twitter), Hacker News—real questions and discussions
  • 用户反馈：客服记录、社区内容、用户评价、NPS反馈——高频问题对应未被满足的搜索需求
  • 多平台搜索：Reddit、Quora、X (Twitter)、Hacker News——挖掘真实用户提问和讨论内容

Search Intent

搜索意图

IntentContent typeExample
InformationalBlog, guide, FAQ"how to optimize sitemap"
NavigationalBrand page"alignify login"
CommercialComparison, review"SEO tools comparison"
TransactionalProduct, pricing"best SEO tool pricing"
意图类型匹配内容类型示例
信息型博客、指南、FAQ"how to optimize sitemap"
导航型品牌页面"alignify login"
商业型对比内容、评测"SEO tools comparison"
交易型产品页、定价页"best SEO tool pricing"

Intent Identification

意图识别方法

Modifier words (often signal intent):
IntentModifiers
Informational"how," "what," "why," "guide," "tutorial"
Commercial"best," "compare," "vs," "review," "top"
Transactional"buy," "price," "cheap," "coupon," "free shipping"
LocalLocation names
SERP check: Search the term—knowledge cards/Wiki → informational; product lists/reviews → commercial; brand sites → navigational. Broader terms often show mixed SERP. See serp-features for feature types.
修饰词（通常可直接标识意图）：
意图类型常见修饰词
信息型"how," "what," "why," "guide," "tutorial"
商业型"best," "compare," "vs," "review," "top"
交易型"buy," "price," "cheap," "coupon," "free shipping"
本地型地点名称
SERP校验：搜索目标关键词——出现知识卡片/Wiki结果→信息型；出现产品列表/评测→商业型；出现品牌站点→导航型。宽泛关键词通常会返回混合类型的SERP。参考 serp-features 了解SERP功能类型。

Long-Tail Expansion

长尾词拓展

  • Intent modifiers: Core + "how," "best," "vs," "compare," "price"
  • Question words: "how to," "what is," "why," "when"
  • Functional modifiers: Core + "-er/-or" (e.g., "image optimizer" for tool-type queries); often higher conversion
  • Clustering: Group by SERP overlap (same top pages), semantic similarity, or intent.
  • 意图修饰：核心词+"how," "best," "vs," "compare," "price"
  • 疑问词："how to," "what is," "why," "when"
  • 功能修饰：核心词+"-er/-or"（例如工具类查询的"image optimizer"）；这类词通常转化率更高
  • 聚类：根据SERP重叠度（排名靠前的页面重合度）、语义相似度、意图进行分组

Keyword Clustering & Topical Map

关键词聚类与主题地图

MethodUse
SERP overlapKeywords with overlapping top-ranking pages → same cluster
SemanticGroup by meaning, LSI, related concepts
Intent-basedGroup by intent; separate pages if intent differs within cluster
Pillar–cluster (map keywords to structure):
  • Pillar (Hub): Broad topic page; links to clusters
  • Cluster (Spoke): Focused subtopic; links back to pillar
  • Target long-tail first; then pillar. Interlink clusters within topic.
  • See content-strategy for full pillar-cluster planning and implementation.
方法用途
SERP重叠度排名靠前页面重叠度高的关键词归为同一集群
语义法根据含义、LSI、相关概念分组
意图法根据意图分组；如果同一集群内存在不同意图，拆分到不同页面
支柱-集群结构（将关键词映射到内容结构）：
  • 支柱页（Hub）：覆盖宽泛主题的页面，链接到所有集群子页
  • 集群页（Spoke）：聚焦细分子主题的页面，回链到支柱页
  • 优先布局长尾词，再推进支柱页排名。同一主题下的集群页互相内链
  • 完整的支柱-集群规划和落地参考 content-strategy

Evaluate & Screen

评估与筛选

FactorConsider
Search volumeMonthly searches; ~100+/month typical floor; niche can relax
Keyword difficulty (KD)New sites target lower KD
CPCHigher CPC often = stronger commercial intent
SERP featuresFeatured Snippet, PAA, zero-click; SERP features can satisfy intent without click—affects real traffic; see serp-features (Zero-Click section), featured-snippet
Screening order1) Remove irrelevant 2) Filter very low volume 3) Assess achievability 4) Prioritize commercial/transactional
评估维度考量标准
搜索量月搜索次数；通常以100+/月为最低门槛，垂直细分领域可适当放宽
关键词难度（KD）新站点优先选择低KD的关键词
CPCCPC越高通常代表商业意图越强
SERP功能精选摘要、PAA、零点击结果；SERP功能可能无需点击就能满足用户意图，会影响实际流量获取；参考 serp-features（零点击部分）、featured-snippet
筛选顺序1) 移除不相关关键词 2) 过滤极低搜索量关键词 3) 评估可实现性 4) 优先商业/交易型关键词

Product Positioning Test (SEO Fit)

产品定位测试（SEO适配）

Test if positioning is clear enough for search:
  • XXX + Function words: Generator, Creator, Maker, Builder, Changer, Shortener, Scraper, Converter, Downloader, Translator, Extender, Summarizer, Resizer, Remover, Extractor, Recorder, Rewriter, Solver, Calculator; or Platform, Tool, Software, App, Provider, Assistant, Copilot
  • Input + to + Output: e.g., "image to video," "text to speech"—clear input/output signals intent
Agent/Copilot products: Pure native Agent hard to grow via SEO; users rarely search "agent." Release related features first (e.g., CRM, sales bot for sales agent) to build traffic, then funnel to Agent product.
测试产品定位是否清晰到足以支撑SEO增长：
  • XXX + 功能词：Generator、Creator、Maker、Builder、Changer、Shortener、Scraper、Converter、Downloader、Translator、Extender、Summarizer、Resizer、Remover、Extractor、Recorder、Rewriter、Solver、Calculator；或者Platform、Tool、Software、App、Provider、Assistant、Copilot
  • 输入 + to + 输出：例如"image to video"、"text to speech"——清晰的输入输出对应明确的用户意图
Agent/Copilot类产品：纯原生Agent很难通过SEO获得增长，用户很少搜索"agent"。可以先发布相关功能（例如面向销售Agent推出CRM、销售机器人）积累流量，再引导到Agent产品。

Principles

原则

  • Core rule: Someone must search it—validate with tools; avoid inventing terms
  • Functional keywords: Tool-type (-er/-or) often convert better; users are closer to action
  • Multi-language: Re-research in target language; don't translate existing lists. See translation for translation workflow.
  • 核心规则：必须有用户真实搜索，用工具验证搜索需求；不要自创关键词
  • 功能型关键词：带-er/-or后缀的工具类关键词通常转化率更高，用户更靠近决策阶段
  • 多语言适配：针对目标语言重新调研关键词，不要直接翻译现有关键词列表。翻译流程参考 translation

SEO–PPC Keyword Synergy

SEO与PPC关键词协同

Keyword research serves both SEO and Google Ads. Align both channels to avoid duplication, cannibalization, and wasted spend.
Data flowUse
keyword-research → google-adsKeyword list, clusters, intent; support terms (login, forum, pricing) → negative keywords for PPC
google-ads → keyword-researchPPC conversion rate, Search Terms report → SEO priority; high-converting PPC terms = worth ranking organically
keyword-research → landing-pageClusters → dedicated LP per intent; PAA questions → FAQ sections
GSC organic rank 4+If you rank well organically, consider reducing/pausing PPC on those terms to avoid cannibalization
PPC data for SEO priority: 
SEO ROI ≈ (Organic clicks × PPC conversion rate × Customer value) − SEO cost
. Use PPC conversion data to validate which keywords to pursue in organic.
Reference: Backlinko – SEO and PPC: 8 Smart Ways to Align
关键词研究同时服务于SEO和Google Ads，对齐两个渠道的策略可以避免重复、内容蚕食和预算浪费。
数据流方向用途
keyword-research → google-ads关键词列表、聚类结果、意图标签；辅助类关键词（登录、论坛、定价）可设为PPC否定关键词
google-ads → keyword-researchPPC转化率、搜索词报告→优化SEO优先级；高转化的PPC关键词值得布局自然排名
keyword-research → landing-page聚类结果→每个意图对应独立落地页；PAA问题→落地页FAQ板块
GSC自然排名4位以上：如果自然排名表现很好，可以考虑减少/暂停对应关键词的PPC投放，避免内容蚕食
PPC数据用于SEO优先级计算：
SEO ROI ≈ (自然点击量 × PPC转化率 × 客户价值) − SEO成本
。用PPC转化数据验证哪些关键词值得做自然排名。
参考资料：Backlinko – SEO and PPC: 8 Smart Ways to Align

Data Sources

数据来源

SourceUse
AhrefsKeywords Explorer, Site Explorer
SEMrushKeyword Overview, Organic Research
GSCSearch queries, impressions, clicks
GATraffic by landing page
PostHogFeature/search usage
来源用途
Ahrefs关键词探索、站点分析
SEMrush关键词概览、自然搜索研究
GSC搜索查询、曝光量、点击量
GA落地页流量数据
PostHog功能/搜索使用数据

Report Workflow

报告工作流

  1. Parse — Read Excel/CSV, infer keyword, volume, KD, intent, etc. from headers
  2. Enrich — Web search, visit competitor/product pages; read 
    product-marketing-context.md
    if present
  3. Build — Structure data for report
  4. Generate — Output report in chosen format
  1. 解析——读取Excel/CSV文件，从表头识别关键词、搜索量、KD、意图等字段
  2. 补充信息——网页搜索、访问竞品/产品页面；如果存在
    product-marketing-context.md
    则读取相关信息
  3. 结构化——将数据整理为报告所需结构
  4. 生成——按指定格式输出报告

Output Format

输出格式

  • Keyword list with volume, KD, intent
  • Keyword mapping to pages/content
  • Content gaps (competitors rank, you don't)
  • Priority ranking for implementation
  • Topical map (cluster → pillar → page mapping)
  • 带搜索量、KD、意图标签的关键词列表
  • 关键词到页面/内容的映射关系
  • 内容缺口（竞品有排名、自身无排名的关键词）
  • 落地优先级排序
  • 主题地图（集群→支柱→页面映射）

Report Structure Reference

报告结构参考

SectionContent
Executive SummaryPriorities (top 3)
Keyword OverviewTotal keywords, primary intent, avg KD, content gaps count
Keyword ListKeyword, volume, KD, intent, priority, target page
Keyword MappingPage/URL, target keywords, status
Content GapsKeywords competitors rank for that you don't
Action PlanPriority, action, impact, effort
AppendixSearch intent reference (Informational, Commercial, Transactional, Navigational)
板块内容
执行摘要优先级最高的3项核心结论
关键词概览总关键词量、核心意图、平均KD、内容缺口数量
关键词列表关键词、搜索量、KD、意图、优先级、目标页面
关键词映射页面/URL、目标关键词、当前状态
内容缺口竞品有排名、自身无排名的关键词
行动方案优先级、动作、影响、投入成本
附录搜索意图参考（信息型、商业型、交易型、导航型）

Related Skills

相关技能

  • seo-strategy: SEO workflow, Product-Led SEO, audit approach; keyword research is Content phase
  • google-ads: Keywords inform Search targeting; PPC data feeds back into SEO priority
  • paid-ads-strategy: When to use paid vs organic; channel selection
  • content-strategy: Keywords inform content plan; topic clusters
  • content-optimization: Keyword placement, density vs stuffing, H2 keywords
  • title-tag, meta-description: Keywords in title, description
  • heading-structure: Keywords in H1, H2
  • link-building: Keywords inform link targets
  • serp-features: SERP features in keyword screening; PAA, Featured Snippet
  • featured-snippet: Snippet-worthy query targeting
  • competitor-research: Competitor keyword/topic analysis; reverse engineering
  • seo-strategy：SEO工作流、产品驱动型SEO、审计方法；关键词研究属于内容阶段任务
  • google-ads：关键词支撑搜索广告定向；PPC数据反哺SEO优先级
  • paid-ads-strategy：付费/自然流量的适用场景；渠道选择
  • content-strategy：关键词支撑内容规划；主题集群搭建
  • content-optimization：关键词布局、密度控制、H2关键词设置
  • title-tag, meta-description：标题、描述中的关键词布局
  • heading-structure：H1、H2中的关键词布局
  • link-building：关键词支撑外链目标选择
  • serp-features：关键词筛选中的SERP功能分析；PAA、精选摘要
  • featured-snippet：可获取精选摘要的查询 targeting
  • competitor-research：竞品关键词/主题分析；反向拆解