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  • CHAPTER 1: THEORETICAL BASIS OF KEYWORD RESEARCH (13)
    • 1.1. Concept of keyword research (13)
    • 1.2. The importance of keyword research (14)
      • 1.2.1. The importance of keyword research for users (14)
      • 1.2.2. The importance of keyword research for enterprises (14)
    • 1.3. Keyword research classification (15)
      • 1.3.1. Rank keywords by length (15)
      • 1.3.2. Rank keywords by search intent (15)
      • 1.3.3. Rank keywords by time (22)
      • 1.3.4. Classification of main - secondary keywords (22)
      • 1.3.5. Categorize keywords by business field (22)
      • 1.3.6. Classification of Google advertisement (23)
    • 1.4. Keyword research process (23)
      • 1.4.1. Keyword ideas (23)
      • 1.4.2. Analysis Keywords (27)
      • 1.4.3. Determine the level of competition (33)
      • 1.4.4. Grouping keyword list (36)
      • 1.4.5. Shorten keyword list (36)
  • CHAPTER 2: ANALYSIS OF KEYWORD RESEARCH OF VIET LINH FENG (39)
    • 2.1. Introduction of the company (39)
      • 2.1.1. General information (39)
      • 2.1.2. Vision and mission (40)
      • 2.1.3. Main functions and tasks (40)
      • 2.1.4. Field of business activities (42)
      • 2.1.5. Organizational structure (42)
    • 2.2. Analysis of current keywords of Viet Linh feng shui products (44)
      • 2.2.1. Keyword research’s current lists (44)
      • 2.2.2. Evaluate the effectiveness of keyword research (48)
  • CHAPTER 3: BUILDING THE KEYWORD RESEARCH FOR VIET LINH (52)
    • 3.1. The basis for proposing solutions to build search keywords for Viet Linh (52)
      • 3.1.1. Based on the trend of customers searching for information about feng (52)
      • 3.1.2. Based on the strategy of developing keywords to research for Viet Linh (53)
      • 3.1.3. Based on the results of analyzing the current keyword of Viet Linh feng (54)
    • 3.2. The solution of building keyword research (54)
      • 3.2.1. Keyword idea (54)
      • 3.2.2. Keyword analysis (58)
      • 3.2.3. Determine the level of competition of the keyword (61)
      • 3.2.4. Keyword group (63)
      • 3.2.5. Shorten keywords (66)

Nội dung

THEORETICAL BASIS OF KEYWORD RESEARCH

Concept of keyword research

There are many concepts of search keywords and standard SEO keywords in Marketing activities, but there is no general concept of the most systematic because Marketing is moving and developing with a lot of rich content and each author has a unique concept Have own concept of Marketing as well as the types of traditional Marketing and modern Marketing popular today such as: SEO, Website, Social Media, SEM, Keywords, Video Marketing

According to Backlinko, SEO keywords are terms added to online content to improve search engine rankings for those terms Most keywords are discovered during keyword research and selected based on a combination of search volume, competition, and commercial intent

According to Atinternet, a keyword is a term used in digital marketing to describe a word or group of words that Internet users use to perform searches in a search engine or search bar In SEO strategy, keywords are very important and should be at the core of any copy written for the web (included in content, titles, and SEO elements) Keywords should be developed and chosen carefully before launching online content on web and mobile platforms.

This concept of Marketing is based on core concepts: needs, wants and requirements, products, value, cost and satisfaction, exchange, transactions and relationships, markets, Marketing and Marketing people.

According to Jay Bean, “Keyword is a word or phrase that describes a user's search intent, is a word or phrase that identifies a topic, an object, or a concept”. Keyword research is the most important job of SEO to find out popular keyword phrases that users use on search engines, is the process of researching and selecting words and phrases that users will search for directly related to: information, products, services of the business.

According to Matthew Bailey, “Keyword research included words and phrases that users type into the search engine search box Search engines interpret search terms to understand user intent and return the most relevant results.”

Keyword research is the process of finding and analyzing the search terms people enter into search engines with the goal of using that data for a specific purpose, usually search engine optimization search (SEO) or general marketing Keyword research can uncover targeted queries, their popularity, keyword rankings, and more.

SEO keywords are words and phrases in the website that have the function of describing the content of the article, the website contains the keyword SEO keywords are considered an extremely important link to help search engines and users find and understand website content, thereby improving website rankings on search results pages.

The importance of keyword research

1.2.1 The importance of keyword research for users

Nowadays, society is developing more and more, finding information on the media, social networks is more and more popular People tend to find information on electronic devices easily and quickly However, with more and more modern devices, many users make a wide range of information on the media and social networks, leading to finding the right information more difficult.

The right search keywords will help users look up the necessary information accurately and quickly For example, users need to search for information about iphone, they will enter the keyword iphone and look up information, images, prices, etc accurately and quickly on social networking platforms.

1.2.2 The importance of keyword research for enterprises

Keyword research which plays a very important role in understanding the desires and reaching customers Keyword research in Marketing is often called "variations" of the website so that search results pages like Google, Facebook, Youtube, etc like it and rank higher than competitors This is essential to the success of a business And of course, keywords play an important role in SEO, it is the effective keywords that will bring an unexpected level of effectiveness In addition, search keywords will help optimize existing content properly as well as help search engines understand what content we are referring to.

Keyword research helps managers orientate SEO web strategies, easily reach the right goals, improve rankings on Google search engines, create useful content for businesses and create advantages that compete well with competitors in the same industry.

Keyword research has many benefits such as:

Conducting effective keyword research can provide insights into current marketing trends and help focus your content on relevant topics and keywords people are searching.

Once we have identified the most relevant keywords for the content we are looking for, we will achieve higher results in the search engines - the more traffic we will drive to the website.

If your business has content that other business professionals are looking for then you can meet their needs and provide them with a call to action that will take them on the buyer journey from awareness stage to purchase point.

Keyword research classification

Keyword classification by length is divided into three types of keywords: short keywords, medium keywords, and long keywords.

Short keywords are keywords that consist of only 1 or 2 words with very high competition, representing brand keywords.

Medium keywords are keywords that consist of 2 or 3 words with high competition and have a fair amount of search volume.

Long-tail keywords are keywords that include 4 to 5 words or more that have a low search level but focus on the information users need to save costs and have a high conversion rate.

1.3.2 Rank keywords by search intent

The hierarchy of effect models was developed in 1898 by St Elmo Lewis (attention, interest and desire) known as AID Shortly thereafter, Lewis added a fourth step “get action” to his original model This model came to be known as AIDA and is still one of the well-known models of advertising (Barry, 1987) In 1911, Arthur Frederick & Sheldon added another step “Satisfaction” to the Lewis AIDA model and the original model became AIDAS (Barry, 1987).

One of many models that analyze and measure the customer's journey from ignorance to purchase The AIDA model is simple, which partly explains its longevity and widespread use The model was developed in 1898 by St Elmo Lewis in an attempt to explain how personal selling works The model laid out a sequence that describes the process a salesperson must lead a potential customer through in order to achieve a sale The stages, Attention, Interest, Desire, and Action, form a linear hierarchy In order to be motivated to actually make a purchase, customers must progress from being aware of a product's existence to being interested enough to pay attention to the product's benefits and advantages, to having a desire to benefit from the product Lewis believed that the fourth stage, Action, would come as a natural result of movement through the first three stages.

According to C.P Russell, “the AIDA model which includes four important principles of advertising, including A-Attention, I-Interest, D-Desire, and A-Action In simple words, this is both a model and a formula commonly used in PR content of marketing activities with 4 main goals towards which are attention in A, enjoyment in

I, expectation in want in D and act in A-Action”

The model is shown as a funnel, representing the number of droppers expected to progress to each stage

The first phase of the model file focuses on this perception The goal at this stage is to make as many people aware of the product, good or brand as possible.

This is usually achieved by promoting the product widely This is done on whatever medium is deemed best for the potential customer, while considering the cost of advertising Obviously, as new forms of communication develop, such as social media gadgets, new methods of creating awareness are used For example, this trend has demonstrated the rise of social media "influencers" over the past few decades.

Of those who already know about the product, a smaller subset of individuals will become interested in it There's something about it, or the message associated with it, that appeals to them.

Individuals interested in a product, good or service are called suspects Perceived, they become interested in learning about the product They want to develop an understanding of its specifics and how it can fit into their lives.

This development of interest can be promoted in a variety of ways Several levels of detail may be included in the ad More commonly, however, interested prospects use their own energy to seek out more information about a product For example, they may look at the specifications on the manufacturer's website to learn more about a piece of technology.

Among the suspects who have developed an interest in the product will be a subset that next, after they discover the product, develop a desire for it These people are called prospects.

At this stage, the prospect has a clear desire for the product, good or service and wants to get it They may still have some roadblocks to overcome in their decision- making process These barriers may include price or friction in transactions, but they are widely available to be converted into customers.

Among the potential customers who have developed a realistic desire for the product, there will be a subset that follows that take the actual final step of completing the purchase Once they have taken this final step, they stop being leads and become customers.

The step of converting from a prospect to a conscious customer is considered an action on the part of the individual This action often takes the form of a desirable good purchase.

There are techniques that retailers or other organizations use at this stage to help these individuals overcome these final hurdles These steps aim to convert them from product-desiring prospects into actual consumers Examples of these techniques often include the use of behavioral science knowledge These include influencing choice architecture, something we cover elsewhere in this website.

1.3.2.2 Type of keyword by search intent

Based on the AIDA model analyzed in section 1.3.2.1, we can classify keywords according to search intent as follows:

• Informational Keywords - Searchers look for answers to a specific question or general information.

• Navigational keywords - Searchers intend to find a particular website or page.

• Commercial keywords - Searchers want to investigate brands or services.

• Transactional keywords - The searcher intends to complete an action or purchase.

The type of intent assigned to a keyword can indicate if a searcher is looking to buy something soon, shop around, or crawl On Semrush, it's easy to see any keyword intent value when researching keywords or domains in the database and then search for the intent column or filter in any report.

Alternatively, we can search for a competitor (domain overview or organic research) and see what proportion of keyword intent types make up the keyword category.

When researching to uncover the user intent behind a search, we can categorize all keywords into four main categories of intent: commercial, transactional, informational, and navigational.

Information keywords are keywords that indicate new information that users want to search for, often containing question words such as: "what", "how", "how" help increase the prestige and coverage of the website brands through the sharing of expertise.

Keyword research process

To come up with the right keyword ideas for the product, we should choose the supporting tools such as Google trends, Keyword Everywhere, Keyword Tool, SEO Quake.

Google trends is a service of Google, launched in 2006 This tool helps users capture the most trending content and keywords on Google, Youtube in any country or region in the world a specific period of time

With Google trends, capturing and updating new trends will be faster and simpler Just access this tool, it will immediately return results and the content, topics that are trending in the custom scope It is very important to come up with ideas, build relevant keywords and trending content, thereby bringing in a huge amount of traffic, helping products and businesses reach closer to customers.

Moreover, Google trends also provides information related to keywords such as interest over time, interest by region, related search terms, relevant topics.

To use Google trends to generate effective keyword ideas, we need to rely on information

• Build and optimize seasonal content because every year there are times when certain topics often receive great attention For example, the full moon of July, the first month of the year, January, etc Tracking seasonal search trends on Google trends and creating new and relevant content related to topics that people are interested in will help increase efficiency keywords and reach more potential customers.

• Find new trending topics to update hot topics and exploit and produce content by accessing Google trends, selecting Trending Searches, it will display search trends by day, search trends by real time within 24 hours Next, in real-time search trends, depending on your area of interest

• Assess the needs of users geographically by accessing Google trends, the returned results will display a heat map showing the areas where that term is searched by many people This is important in brainstorming ideas and building a suitable set of keywords for each region and also helps businesses identify target customers to implement more effective Marketing campaigns.

• Build topics with Video when Google trends will compare the interest of keywords when searching on Google and Youtube This helps businesses determine a strategy to develop article content or switch to video content production.

Keyword Everywhere is a free chrome extension that helps with keyword research It displays monthly search volumes, CPCs & competition data on more than

10 websites It has many built-in tools to find keywords from the root keyword and to show the keywords for which any page or domain is ranking in the SERPs.

Keywords Everywhere shows SEO Difficulty metrics, trend graphs, Related Keywords, “people also search”, Trending Keywords & long tail keywords in the widgets on the right hand side of Google They see estimated organic traffic and top

5000 keywords for all pages and sites on Google.

In addition, Keyword Everywhere also suggests related keywords to support keyword ideas for products and services that businesses are doing.

Figure 1.9 : Suggested keywords from Keyword Everywhere

Keyword Tool is a keyword research tool that suggests many long-tail keywords.

This tool was first released in mid-2014 Due to the use of Google Autocomplete with other search engines, the keyword tool can provide relevant long-tail keywords for a certain topic.

Figure 1.10: Keyword Tool 1.4.1.4 Seo Quake

SEOquake is a free SEO plugin that integrates with Google Chrome, Mozilla Firefox, and Opera browsers SEOquake provides other useful tools that help you check your SEO, keyword density, internal/external link analysis, and other metrics.

SEOquake is a powerful support tool with many great uses such as KeywordDiffusion, detailed Backlink analysis, Domain and URL comparison Use these metrics to evaluate your competitors' websites as well as learn and brainstorm suitable keyword ideas for your business compared to competitors in the same industry.

1.4.2.1 The meaning of analyzing keywords

Keyword analysis is the process of examining and evaluating search keywords or keyword phrases that bring customers to a website through organic and paid search As such, keyword analysis is the starting point and foundation for your SEO campaigns.

According to WordStream's concept of keywords, search keyword analysis is the process of analyzing search keywords or phrases that bring visitors to a website through an organized and paid search As such, keyword analysis is the starting point and foundation of search marketing campaigns By understanding the visitor's queries fully with the site type in the search engines, it is possible to better customize the content to drive more traffic and increase efficiency conversion rate For this reason, keyword analysis is an important skill for even expert search engine developers.

Keyword analysis will help you customize your content and landing pages better, driving more traffic, increasing conversions, and finding new markets.

For this reason, keyword analysis is an important skill for SEO professionals and businesses alike, requiring time-consuming testing and decision-making to select the right keywords

Keyword analysis is a central step in today's SEO and online marketing campaigns, keyword analysis helps professionals and businesses optimize spending, allocate more budget to successful keywords publicity and eliminate wasteful spending on keywords that are not yielding results Next, keyword analysis also helps increase conversion rates to identify and focus on keywords that convert well that will help improve conversion rates and return on investment (ROI)

Not only that, the keyword analysis also to approach new trends, knowledge of keyword search frequency, content, time, location of searchers, etc will provide detailed information about behavior of potential customers From there start to apply the understanding to many aspects of the business

ANALYSIS OF KEYWORD RESEARCH OF VIET LINH FENG

Introduction of the company

Trung Huy Investment Joint Stock Company was born in 2016 and operates in the fields of marketing communication, events and entertainment, real estate, feng shui and education.

Name : Trung Huy Investment Joint Stock Company

Address : Lot A4 - 08 Nguyen Sinh Sac street, Lien Chieu District, Da Nang city Phone : 0935777769

Email :trunghuy94marketing@gmail.com

Business registration certificate of investment joint stock company 0402174951 managed by the Tax Department of Thanh Khe - Lien Chieu area.

Company type: investment joint stock company

Legal representative: Mr Le Trung Huy

Field of activity: Currently, Trung Huy Investment Joint Stock Company is operating in the fields of marketing communication, event organization, real estate business, feng shui goods business and education.

To become the best Marketing company in Vietnam Bringing businesses successful campaigns, boosting revenue and profits, affirming their position in the market and becoming a reliable strategic partner of many multinational brands and brands

- For the market: Providing quality and outstanding marketing services, grasping trends, the most detailed and reasonable strategic plan to each customer.

- For shareholders and partners: Uphold and value the spirit of cooperation for mutual development, always increasing attractive and sustainable value systems.

- For employees: Build a professional, dynamic, creative and humane working culture Provide equal development opportunities for all employees.

- For society: Harmonizing the interests of enterprises with social interests. Contributing, demonstrating the sense of civic responsibility and national pride.

- For the benefit of customers: cooperate for mutual development with customers. Put the interests of the customer first.

- Responsibility: Be responsible for and comply with the company's policies, regulations, culture, etc.

- Innovation and creativity: Willing to change and cultivate new knowledge to keep up with the times.

- For the common goal: Consistency in thoughts, words and actions Always keep fire and enthusiasm to face challenges

- Building a united team: Professional working attitude, trusting company values and solidarity in the team

- Organize the purchase, sale, production, distribution and provision of service packages for businesses.

- The company also has the function of investment cooperation with other companies in order to expand the market, promote optimally business efficiency in order to aim at the highest profit of the company.

- Improve the quality of life of employees in the company, thereby contributing to the state budget,

- The function of creating relationships with consumers through direct business, creating relationships with reputable partners to increase the company's work efficiency.

- Providing marketing and communication solutions, supporting partners to build effective cross-platform strategies, enhancing presence and brand value.

- Register business and do business in accordance with the lines registered in the business registration certificate.

- Effectively use budget capital and create capital for production and business activities

- Develop the company's plans and policies according to the long-term strategy and the company's annual and quarterly orientation.

- Expand linkages with domestic and foreign economic establishments and enterprises in order to strengthen international cooperation.

- Implement regimes for employees in accordance with the law as well as company rules such as training human resources to improve qualifications and skills, supporting correct and timely social policies such as: salary policy, social insurance, health insurance, forms of reward and discipline, implementation of measures on occupational safety and health

- Perform financial obligations in accordance with legal regulations such as tax declaration, tax payment

- Constantly innovating production methods and modern equipment to save costs,time and effort, and bring high business efficiency.

Currently, Trung Huy Investment Joint Stock Company is operating in the fields of marketing communication, event organization, real estate business, feng shui goods business and education.

- Provide service packages about marketing to run ads on social networking platforms such as Facebook, Tiktok, Google, Youtube and other Marketing services such as: Outsourced Marketing department for businesses Overall Marketing and platform development E-Commerce platform In addition, the company also provide website design services, landing pages, fanpage management and tiktok channels

- Provide the event services such as PR services, produce video content, organize events for customers and hire KOL/KOC

- Providing consulting service packages and appraising real estate issues, housing, construction permits, completion, disputes, registration fees, landscape.

- Open the education training classes on skills in Digital Marketing, Facebook Marketing, Google Marketing, Tiktok Marketing and Media Manager from basic to advanced.

- Trading in feng shui items such as feng shui stones, feng shui bracelets, feng shui incense and feng shui advice.

- The Board of Directors consists of all members of the management board of the company, and is the highest decision-making body of the company The Board of Directors has the following rights and obligations:

+ Decide the company's development strategy and annual business plan;

+ Decide to increase or decrease the charter capital, decide on the time and method of raising additional capital;

+ Decide on investment and development projects of the company;

+ Decide on solutions for market development, marketing and technology transfer; approve contracts for borrowing, lending and selling assets with a value equal to or greater than 50% of the total value of assets recorded in the company's latest financial statements at the time of publication;

+ Electing, dismissing and removing the Chairman of the Board of Directors; decide to appoint, relieve from duty, remove from office, sign and terminate contracts with the Director or General Director, Chief Accountant and other managers specified in the company's charter.

- Board of Directors: includes all members of the company's board of directors and the head is the General Director of the company The General Director is the person who runs the daily business of the company, in charge of the general affairs of the company The General Director must regularly direct, inspect and urge the implementation of the work of the Directors and Deputy Directors to coordinate activities between the Departments and divisions in the Company related to the business fields of the Company Company To take full responsibility for the operation of the Company before the Board of Directors, before the law.

- The Supervisory Board consists of all members of the Company's Supervisory Board and the head is the Head of the Control Board The head of the Supervisory Board is the person appointed by the Board of Directors to carry out the inspection, inspection and protection of the interests of the shareholders' contributed capital at the Company.

- Departmental functions: Departments are responsible for implementing and advising the General Director on tasks within the scope of their functions and at the same time coordinating with subordinate units in the implementation of standards and strategies of the corporation.

- Sales department is responsible for developing strategies to find customers. Research and analyze business data to increase customer conversion rates for businesses.

- Human Resources Department: As a department attached to each member of the company, human resources are always the focus group With the large development scale of the company, the future staff will be added with more positions to meet the work needs.

- Media department: The media department is responsible for drawing attention to digital marketing campaigns and keeping customers with the business In addition, through the universality of media, it helps to increase brand awareness with the target group of customers

- Technical Department: An indispensable part of the enterprise Act as a bridge between the product and the customer Responsible for brand development and direction Creativity is the top priority of members of the Marketing Department.

- Administration and accounting department: has the function of advising and operating in finance, accounting, personnel organization, labor and salary, administrative administration, emulation, commendation, and discipline of the company Formulate a plan and organize the implementation of financial management, accounting, procurement, use and management of the company's assets in accordance with financial management regulations and State regulations.

Analysis of current keywords of Viet Linh feng shui products

Viet Linh feng shui is a feng shui unit, after many years of research and application of feng shui, has distilled the quintessence, eliminating a lot of theories that are barbaric, ineffective to bring about effective results Unexpected feng shui results for charming customers Feng Shui Viet Linh has always affirmed its prestige and class, bringing feng shui and architecture into a harmonious, unified body and bringing true feng shui values.

This store's website is called https://phongthuyvietlinh.com/, this is a general website designed with a simple, solemn and easy to use interface for users The products are clearly classified through main categories such as mystical items, feng shui stones, frankincense burns Full contact information, providing benefits to customers when coming to the website.

In addition, this site used over 25 organic keywords and 19 paid keywords were all highly rated Some keywords such as: Phongthuyviet, vietlinh, feng shui advice, lost crystal sword, Truyen tam Linh,

Using the Semrush keyword analysis tool, we get a keyword list of Viet Linh feng shui products including 44 keywords from organic research:Phongthuyvietlinh.com Statistics as of May 10, 2023.

Figure 2.3: Data from Semrush tool on May 10th

Among the 44 keywords businesses are using, there are keywords such as informational keywords, navigational keywords, commercial keywords and transactional keywords.

Table 2.1: Commercial keywordsInformational Keywords

Table 2.4: Commercial and Informational keywords

Table 2.5: Informational and Navigational keywords

Among 44 keyword types there are keyword types such as commercial keywords, transactional keywords and informational keywords In which, information keywords account for the highest rate of 68% with 34 keywords and navigation keywords account for the lowest rate of 6% with 3 keywords.

In addition, based on the results of analyzing the keyword list using the GoogleTrends tool on May 24, 2023 in Vietnam within the past 12 months, we can see that the keywords with a high search rate are keywords as short as 'cap lo', 'chuông mõ','vietlinh' with varying levels of interest by region and date of high search intensity In addition, keywords with low search volume or no data, long-tail keywords make up the majority such as "phong thủy ứng trạch thời nay", "phong thủy cho quán cà phê đông khách ngày nay".

Table 2.6: Data from Google trends tool

Table 2.7: data from Google trends tool

Based on the results from the Semrush tool above, businesses are using 44 keywords for Viet Linh feng shui products with easy SEO keywords and the list of keywords businesses are using for Viet Linh feng shui products is very less so need to add more.

2.2.2 Evaluate the effectiveness of keyword research

2.2.2.1 Evaluate the effectiveness of the keyword list by the KEI index

The website of Viet Linh feng shui products until May 10, 2023 is using 44 keywords of various types such as commercial keywords, transactional keywords, informational keywords and navigational keywords Some keywords such as: Phongthuyviet, vietlinh, feng shui advice, lost crystal sword, Truyen tam Linh,

According to statistics from the keyword search engine Semrush, the keyword

"phongthuyviet" with the URL: https://phongthuyvietlinh.com/ is an informational keyword in the 3rd position - the highest position in the keyword list of the product on the top search has a Search Volume of 50 ie 50 searches in a month, has a competition level and has a keyword difficulty of 34 at level 3 and is the type of word keywords can be good SEO but to rank this keyword need quality content, article structure must be well optimized According to statistics from the keyword search engine Semrush, the keyword "thất tinh kiếm" is an informational keyword.It is standing at position 96 – the lowest position on the top search with Search Volume of 260 ie getting 260 searches in a month has a difficulty of 16, competition level is 0.78, Evaluate this as an easy SEO keyword so will need quality content focusing on keyword intent.

In the list of keywords businesses are using for Viet Linh feng shui products, the keyword with the most Search Volume is “đồ phong thủy” with 2400 and CPC is 1643 and the keyword with the least Search Volume is “ chuông mõ việt nam”, "thất tinh phi long trận", "what is duong trach la gi" and "phongthuyviet" with 50 and CPC of 0.

Table 2.8: keyword lists of Viet Linh feng shui on May 10th

Based on the Decision No 06/PKT/LCTK of the Technical Department on the selection of search keywords for Viet Linh feng shui products based on the competition level of the keywords dated March 2, 2023, the analysis results and keyword research, keywords with a competition level of 70-100 are classified as high- competition keywords and keywords with a competition level of 35-69 are classified as low-competition keywords average competition, and keywords with competition from 0 to 34 are classified as low competition keywords The decision also states that the list of keywords will be evaluated quarterly and highly competitive keywords will be removed unless otherwise officially announced by the technical department.

Therefore, in the 44 types of keywords that businesses are using, the competition level is from 0 to 1, so the keywords in the list of keywords businesses are using for Viet Linh feng shui products will be selected keep.

Through analysis and calculation of the KEI index, we can see that the list of keywords has a very good KEI index and the keywords classified as "Excellent Keyword" account for the majority.

Table 2.9: KEI index of keywords of Viet Linh feng shui

Through the above analysis, the list of keywords currently used for feng shui products Viet Linh has a relatively small amount of Search Volume and a high level of competition for keywords, so it is necessary to invest in Marketing campaigns, advertise to build a more diverse set of keywords and increase the Search Volume for each type of keyword.

In addition, the current list of keywords has a keyword difficulty ranging from 3-

44 which is okay and quite easy to SEO, but businesses need to adjust and create article content so that the types of keywords have a higher level of quality Keyword difficulty level 3 is improved for easier SEO.

2.2.2.2 Evaluate the effectiveness of keywords list by KWFinder tool

Based on the results of analysis, evaluate the effectiveness of the keyword list using the KEI index on the business, all keywords have a good KEI index and the business needs to evaluate the effectiveness of that keyword list by KWFinder support tool to make accurate decisions about keyword lists for Viet Linh feng shui products

BUILDING THE KEYWORD RESEARCH FOR VIET LINH

The basis for proposing solutions to build search keywords for Viet Linh

3.1.1 Based on the trend of customers searching for information about feng shui items

Culture in Vietnam has always been heavily influenced by Eastern philosophy and feng shui is a part of it Many people still think that this is superstition, but in contrast, feng shui is a theory that is studied based on certain principles from the influence of wind - gas - water source on human destiny Feng shui originated in ancient China with an extremely important role, but overall it will play the role of supporting, changing, not completely transforming a person's destiny.

With that meaning and long-standing influence, the feng shui market in our country is always considered to be vibrant From more and more sellers to the increasing demand of buyers Many people often realize that the customers who buy these items will be middle-aged people or older However, unlike you, feng shui followers are also very "popular" with young people Because possessing them, even though they do not prove useful, does help to calm our mind.

Along with that, the feng shui market is now known for many different items such as feng shui wooden furniture, feng shui mascots, feng shui stone jewelry, and feng shui worship items This helps consumers Users always have the best choice for their needs In addition, if anyone intends to do business with this product line, they can also build a lot of different ideas Therefore, the current feng shui market still has great potential for development.

Feng shui is a highly spiritual science and many people believe that thanks to feng shui, it will help change fortunes, bring health, luck and fortune to family and themselves more easily The rules of feng shui are being applied more and more in the professions, construction, interior design as well as the business of trading feng shui item Along with inviting the teacher to his home to guide the lesson If you arrange and arrange it so that it is suitable for feng shui, buying and selling feng shui items is loved by many people because these products are diverse in designs and materials to the price of each item: Pi Xiu, money toad , dragon biscuits, feng shui plants, feng shui bracelets Therefore, when visiting the house, entering the company, the shop It is very normal for you to see many feng shui items arranged.

For example, in the 7th lunar month - the month of the spirit and it is believed that this month will be full of bad luck and danger, so besides the offerings on the full moon day, everyone quickly buys it for them so they often buy feng shui items such as bracelets that have the effect of reassuring, protecting, and bringing good luck This time is also a good time for the business of trading feng shui items, feng shui jewelry, with People earning a profit that can be up to 50% - 60% for each bracelet.

Figure 3.1: Trend of feng shui during one year

Figure 3.2: Trend of feng shui during one year

Based on the above analysis, we can see that the trend of customers searching for and interested in spiritual and feng shui topics is very popular, so businesses should invest in promoting the set of keywords and related article content related to the topic of feng shui and spirituality to increase the number of customers knowing about the company's products.

3.1.2 Based on the strategy of developing keywords to research for Viet Linh feng shui products

With the goal of becoming the pioneer in business development in the direction of leading multi-platform and multi-field businesses in Vietnam, CEO Group focuses entertainment, real estate, feng shui, education The company always upholds the quality of products and services in order to bring to the market products and services of international standards and completely new experiences in modern lifestyle, in any field.

Based on Decision No 04/BLD/PTVL dated December 17, 2022 of Trung Huy Investment Joint Stock Company, the strategy of developing a search keyword list for Viet Linh feng shui products within the next 3 years will be increase the number of keywords to 5000 keywords with a total project investment of 331,352,000 VND.

Moreover, based on the decision No 02/BLD/PKT dated December 26, 2022 of Trung Huy Investment Joint Stock Company had assigned the technical department to take charge of the plan to build and develop a list of keywords for feng shui products.

3.1.3 Based on the results of analyzing the current keyword of Viet Linh feng shui items

Based on the results of analyzing the search keyword list for Viet Linh feng shui products at the time of May 10, 2023 in Chapter 2, it shows that businesses are using

44 keywords and through business evaluation and research Businesses should shorten the list to 23 keywords and promote Marketing campaigns to expand the number of keywords in the list to increase the Search Volume and improve the competition and difficulty of the keywords Visitors know about Viet Linh feng shui products.

The solution of building keyword research

Pursuant to Decision No 09/PKT/CCNCTK dated 03/03/2023 of the technical department of Trung Huy Investment Joint Stock Company decided to use tools to support keyword ideas such as Keyword Tool, Keywords everywhere , SEO Quake and Google Trends are the main tools in researching, building and developing keyword lists for Viet Linh feng shui products.

Subjective keywords are a keyword that students come up with themselves based on their understanding of feng shui products and is to put themselves in the position of customers who will search for these types of products and often type the phrase which keyword research For example, “tâm linh”, “cóc thần tài” and “thần số học”

Objective keywords are subjective keyword phrases, the tools will support to suggest related keywords For example, “màu phong thủy 2023” is related to “phong thủy”

When entering subjective keywords into the Google trends tool, we will be suggested related keywords

Figure 3.3: Keyword suggestion from Google trends tool

Based on the results from the Google trends tool, we get the related keywords and select the keywords related to feng shui products, we get the excel file

Table 3.1: Keywords suggested by Google trends tool

These are the keywords suitable for the strategy of building and developing a search keyword list for Viet Linh feng shui products from the Google trends tool.

When entering subjective keywords into the Keyword everywhere tool, we will be suggested related keywords and then export excel file and select keywords related to feng shui products that businesses are trading

Table 3.2: Keywords from keyword everywhere tool

Based on the results of related keyword suggestions from the Keyword Everywhere tool, we have selected many other keywords to complete the keyword list for Viet Linh feng shui products.

When entering subjective keywords into the Keyword Tool tool, we will be suggested related keywords and then export excel file and select keywords related to feng shui products that businesses are trading

Table 3.3: Keywords suggested from Keyword tool 3.2.1.4 SEO Quake

Add SEO Quake tool to Chrome then visit the official website of the competitor company to see the keywords that the competitor is using

According to the results by other tools, we had selected many keywords related to feng shui products which Trung Huy Company is in the business These keywords will be suitable for the strategy of developing Viet Linh feng shui products in the future.

From the search results of the keyword "phong thủy Đà Nẵng" on Google, we can identify the main competitors in Da Nang for Viet Linh feng shui products. Related websites and articles that appear first in search results are considered competitors such as Bao Linh feng shui and Phuoc Thai stone sculpture

Figure 3.5: the official website of Bao Linh feng shui

Figure 3.6: analysis by SEO Quake

Through analysis by Semrush tool, we see that Feng Shui Bao Linh is using 186 search keywords in the Vietnamese market with a KD index from 2 to 39 and with the keyword "1996 what par" has the highest Search Volume 18100 Bao Linh's feng shui keywords focus on providing information (81.7%), and all visits to the website come from these information keywords mainly (139 visits).

Figure 3.7: Bao Linh feng shui on May 29th

• Advantages: Feng shui Bao Linh is known and becomes familiar thanks to the feng shui ball product line And until now, feng shui ball products are still the leading strength of Bao Linh Feng Shui The website has a wide range of products to choose from This website is using a variety of keywords research.

• Disadvantages: This website has a few SV and Traffic

Figure 3.8: the official website of Phuoc Thai stone sculpture

Through analysis with the Semrush tool which witnessed that Phuoc Thai Stone Sculpture is using 715 search keywords in the Vietnamese market with a KD index from 1 to 42 and with the keyword "metal wood, water, fire earth" with a high volume. The highest search volume is 9900 The keywords of Phuoc Thai Fine Art Stone Sculpture focus on informational array (82.3%), and all visits to the website come from informational keywords.

Phuoc Thai stone sculpture is currently one of the biggest competitors in the market of feng shui products According to May 2023, the website's organic traffic reached 116 words, with the keywords featured as "fire born kim" (9 hits, 1900 searches), "fire born earth" (7 visits and 3600 searches)

Through analyzing the keyword lists of competitors using various tools to generate new keyword ideas for Viet Linh products, it can be seen that the keywords of these competitors focus on informational nature more trustworthy than brand names, keywords that are searched the most are keywords with product lines, users access the website mainly through searching for products to enter the website, keywords with less brand names brand.

Through the brainstorming sessions and keyword analysis of competitors using various tools to build a new list of keywords for feng shui products Viet Linh has found 901 new keywords that are suitable for the following keywords Feng Shui products that the company is trading However, it is necessary to carefully analyze the indicators to evaluate the effectiveness of this new keyword list in sections 3.2.2 and 3.2.3 below to select the most suitable keywords for businesses.

3.2.3 Determine the level of competition of the keyword

Enter the keywords in the list of new keyword ideas for Viet Linh feng shui products into the "keyword overview" then export the excel file to see the indicators.

Based on the results from the excel file, keywords that do not have clear data on the indexes as well as keywords that are not related to Viet Linh feng shui products should be removed from the list of new keyword ideas because Insufficient data will be difficult to build articles as well as need to spend a lot of money on advertising campaigns to improve the metrics Thus, we have eliminated 429 keywords in the list of new keyword ideas for Viet Linh feng shui products

In addition, businesses should only remove keywords with high difficulty and retain low-competition keywords suitable for Viet Linh feng shui products, but the amount of Search Volume is still small, so businesses need to invest in Marketing campaigns and building articles with appropriate content to increase the number of customers knowing about the product.

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