The full name of SEO: search engine optimization, namely search engine optimization. In order to explain what websites are optimized by search engines, websites that are not optimized by webmasters' search engines are divided into the following characteristics:
1. Web pages are widely used in rich media forms such as pictures or Flash, and there is no text information to retrieve. The most basic SEO is article SEO and picture SEO.
2. The webpage has no title, or the title does not contain valid keywords;
3. There are few effective keywords in the text of the webpage (it is best to distribute them naturally and emphatically, without special keywords);
4. The website navigation system makes the search engine "incomprehensible";
5. A large number of dynamic web pages affect search engine retrieval;
6. There are no links provided by other websites that have been included by search engines;
7. The website is full of junk information that deceives search engines, such as "front page" and text with the same color as the background;
8. The website lacks original content and completely plagiarizes other people's content.
optimizing content
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Internal optimization
(1) Meta tag optimization: such as optimization of title, keywords, description, etc.
(2) Internal link optimization, including related links (Tag tags), anchor text links, navigation links and picture links.
(3) website content update: keep the site updated every day (mainly articles, etc.). )
External optimization
(1) External link categories: blog, forum, B2B, news, classified information, post bar, question and answer, encyclopedia, community, space, WeChat, Weibo and other related information networks. Try to keep the diversity of links.
(2) External chain construction: a certain number of external chains are added every day, so that the keyword ranking is steadily improved.
(3) Friendship link exchange: exchange friendship links with some websites with high relevance and good overall quality to consolidate and stabilize keyword ranking.
Link optimization
First, the website structure optimization
1. Create a site map
Whenever possible, it is best to build a complete site map for the website. At the same time, put the link of the website map on the home page, so that the search engine can easily find and grab all the webpage information.
Website optimization
2. You can reach every webpage by clicking on it for up to four times from the homepage.
3. It is best to use text links in the navigation system of the website.
4. The link text in website navigation should accurately describe the content of the column.
5. PR transmission and flow of the whole station.
6. Links between web pages.
Second, how do search engines crawl web pages?
1. How to crawl through search engines? (according to what rules, how to climb)
2. Physical and link structure
3. static 3. Uniform resource locator
4. Absolute path and relative path
5. Weight distribution of internal link and website map
Avoid spider traps
Third, the link structure
The second structural form of network structure: link structure, also called logical structure, is a network diagram with links formed by internal links of websites.
A reasonable link structure is usually a tree structure.
Fourth, keyword selection.
Use the keyword tool in baidu promotion's assistant to choose words suitable for promotion;
Do research and choose keywords;
Select keywords by viewing statistical logs;
Long tail keywords;
Keywords are arranged and combined in many ways;
Try not to use common words in the industry;
Be good at using geographical location;
Determine the value of keywords;
The choice of long tail words;
Timeliness of keywords;
Analyze competitors;
Some words come from related searches of Baidu, rather than keywords searched by users.
Optimization steps
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SEO technology is not a few simple suggestions, but requires enough patience and meticulous mental work. Generally speaking, SEO optimization is mainly divided into eight small steps:
1, keyword analysis (also called keyword positioning)
This is the most important part of SEO optimization. Keyword analysis includes: keyword attention analysis, competitor analysis, keyword and website correlation analysis, keyword ranking and keyword ranking prediction.
2. Website architecture analysis
The website structure conforms to the crawler preference of search engines and is conducive to SEO optimization. The analysis of website architecture includes: eliminating the bad design of website architecture, realizing tree directory structure, website navigation and link optimization.
3, website directory and page optimization
SEO is not only to make the homepage of the website rank high in search engines, but more importantly, to make every page of the website bring traffic.
4. Content publishing and link arrangement
Search engines like regular website content updates, so it is one of the important skills of SEO optimization to arrange the website content publishing schedule reasonably. Link layout organically connects the whole website together, so that search engines can understand the importance and keywords of each page. Real-time reference is the first keyword layout. The activity of friendship link is also launched at this time.
Step 5 talk to search engines
Submit unlisted sites to the login portals of major search engines.
Website optimization
Look at the effect of search engine SEO, and learn about the collection and update of the site through site: the domain names of webmasters. Know the reverse link of the site through the domain: the domain name of the webmaster or the link: the domain name of the webmaster. In order to better realize the dialogue with search engines, it is suggested to use Google webmaster tools.
6. establish a website map site map.
According to your own website structure, make a website map to make the webmaster's website more friendly to search engines. Let search engines access all pages and columns on the whole website through SiteMap.
It is best to have two sets of siteMap, one is convenient for customers to quickly find site information (html format), and the other is convenient for search engines to know the update frequency, update time and page weight of websites (xml format). The sitemap should be consistent with the actual situation of the webmaster's website.
7. High quality friendship links
Establishing high-quality friendship links is the key issue of seo optimization, which can improve the PR value of the website and the update rate of the website.
8. Website traffic analysis
Website traffic analysis guides the next SEO strategy from the SEO results, and it is also of guiding significance to optimize the user experience of the website. Recommend traffic analysis tools, Google Analytics analysis tools and Baidu statistical analysis tools.
The above eight steps are expensive to stick to. Don't be proud when there is more traffic, and don't be discouraged when there is less traffic. Work hard and learn SEO optimization well, and the webmaster will succeed.
Implementation difficulty
The difficulty ranking of various SEO execution methods: 1. External chain construction; 2. Content production; 3. Write a blog; 4. Socialization and integration; 5.SEO landing page; 6.URL structure; 7. competitor research; 8. Keyword research; 9.XML website map; 10. Internal link; 1 1. Title label; 12.Meta tag.
Several common phenomena of SEO strategy
One: sandbox
What is a sandbox? Sandbox usually means that it is difficult for a new website to rank well in Google in the early stage, and the general time limit is about 6 months. Why did you enter the sandbox? The general reason for entering the sandbox is that the website suddenly increases a large number of external connections.
Second: bombs
What is a bomb? Bomb is through the establishment of a large number of external links, anchor text (link text) are all keywords, leading to a forced rise in website rankings. Why is there a bomb? Because of the search engine algorithm problem, a large number of anchor texts make the engine mistakenly think that a website is the page that best meets the search request. For the new website, adding anchor text regularly and quantitatively can increase the weight of the website more than adding a lot of anchor text at one time.
Three: Ghosts
What is a ghost? Ghost refers to the phenomenon that the ranking of new stations is unstable, high and low. Why are there ghosts? This is mainly because search engines prevent cheating. Another factor is the weight of the website.
Four: Sit together
What is sitting together? Zuolian is an ancient criminal law, which refers to implicating other websites with the same server or IP address. It is also a search engine to prevent cheating, in order to avoid the proliferation of link factories.
Five: Golden Triangle
The golden triangle means that the key positions of Google's crawling keywords are generally distributed in the upper left corner of the page, which is triangular.
Six: snapshot back to file
Snapshot rollback means that Baidu's snapshot is restored to the previous date.
Reasons: the host space is unstable, the homepage of the website changes, the friend links are abnormal, Baidu algorithm is over-optimized, and seo is used to cheat.
Solution:
Maintain and update articles in the station, as well as external links and friendship links outside the station, and update and adjust them in time!
affect
Let more users find what they want faster.
You can make related keywords rank high and meet the needs of users.
Let those in need find the webmaster first.
Provide the natural ranking of search results and increase the credibility.
Let the webmaster's website naturally rank high, increase the number of website views, and promote website promotion and business development.
Increase the exposure of excellent websites and improve the technology of web development.
For people who don't know or know little about the network, it is more convenient to find the required network knowledge.
Save network marketing expenses for enterprises
Provide ecological self-marketing solutions for websites.
tactics
Seo strategies mainly include keyword optimization, website structure and SEO whole site optimization, SEO whole site content optimization, internal chain and external chain optimization.
Keywords optimization strategy
Keywords are the core of search engine optimization. The choice of keywords plays a key role in the ranking of websites in search engines. For e-commerce websites, users are required to easily obtain the information they want, and users generally search by keywords. Therefore, in order for search engines to read the information of e-commerce websites, webmasters need to set the keywords as follows:
First, use the organization name and service content name.
Second, keywords not only reflect the services that can be provided. It also includes the problems that the product or service can solve.
Third, we should consider seasonal changes.
Fourth, spelling mistakes and dialect slang should be taken into account.
Fifth, describe the geographical location of products and services. It is especially important for housekeeping, flowers and gifts, wedding service and website construction.
Sixth, we should consider emergencies. Such as earthquake, snowstorm, etc. Especially sensitive to keywords such as "medicine".
Seventh, we should consider highlighting festivals and so on.
2. Strategies for optimizing website structure and content
Website optimization mainly includes website structure optimization, website label optimization and website page optimization. The purpose is to make it easier for search engines to search webmasters' websites and pay attention to keywords that webmasters want to rank high.
3. Pay attention to the optimization strategy of inner chain and outer chain
Hyperlinks connect scattered networks into a whole. For search engines, the number of linked pages and the quality of linked pages are very important indicators to measure the importance of web pages.
function
1, expanding capital scale
2, optimize the financial structure of enterprises.
3. Reorganize assets through SEO
4. Adjust product structure and promote industrial upgrading.
5. Brand protection
6. Promotion (main function)
7. Save network marketing expenses for enterprises.
meaning
What is the purpose of SEO? SEO seems a bit of a conspiracy theory, doesn't it?
search engine optimization
SEO creates accessible and useful websites. Good search engine optimization practice will make the website more practical, easy to access and more friendly to search engines. But unruly SEO marketing enterprises will use black hat SEO technology (junk technology), which brings a bad reputation to SEO. However, the same is true of any kind of marketing: there are good and bad methods to promote products, and sometimes the bad methods are more effective-but only in the short term.
Deceiving search engines through black hat SEO technology is a dangerous road, which will bring bad user experience. Therefore, this series only focuses on white hat SEO technology. Using white hat SEO technology, you and your users will benefit. This is a win-win approach.
SEO is very important for commercial websites.
If your business is online, the survival of the business depends on the attention of the website. If people can't find a business website at all, how can they buy things from it? In addition, the problem is not just to let potential customers find your home page and navigate through drop-down menus, links or anything else in the website. In the past, if you had an excellent main index page, people would flock to it and browse patiently until they found the information they needed, but this is no longer the case.
SEO is also very important for enterprises whose business is not online.
The market competition is becoming more and more fierce, and there are more and more people surfing the Internet. Not only can computers surf the Internet, but more and more mobile phone users and more people shop online.
Optimize ranking
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For many webmasters who want to maximize the added value of the optimized site, you can look at the coding guide published by search engines and W3C. By following this guide reasonably and effectively, it is not difficult for the website to update effective original content frequently and create several practical and meaningful import links, thus obtaining considerable basic search traffic.
When a website has useful content, other website members will naturally link to the website, thus increasing its page level and visitor traffic. When visitors find a useful website, they tend to introduce it to other visitors through email or instant messaging links.
The working principle of search engine spider
Search engine spiders find web pages through link addresses.
Website optimization
The names of search engine spiders vary with different search engines. Then its principle is to grab the content of the web page from an initial link, and at the same time collect the links on the web page, take these links as the address of the next link to be grabbed, and so on until a certain stop condition is reached. The setting of stop conditions is usually based on time or quantity, and the crawling of web spiders can be limited by the number of links.
At the same time, the importance of page information is an objective factor, which determines the spider's retrieval of this website page. The spider simulator of search engine in webmaster's tool is actually this principle. Based on the working principle of spiders, webmasters will naturally increase the number of keywords appearing on the page. Although the density has changed, it has not reached a certain change for spiders. This should be avoided in the process of search engine optimization.
influencing factor
With the participation of 37 excellent foreign SEO experts, we commented on the important factors affecting Google ranking by voting. This choice is very valuable. Although not all 200 Google ranking factors are listed, 90%-95% of the important components in Google ranking algorithm have been included.
positive factors
Detailed description of the classification of ranking scores
1 keyword
The use of (1) keywords in website titles
(2) Application of keywords in web pages.
(3) Correlation between page content and keywords (semantic analysis)
(4) Use of keywords in the H1tag.
(5) Use of keywords in website domain names
(6) Use of keywords in page URL
(7) Use keywords in the title tag, such as H2 and H3.
(8) keyword optimization of pictures
(9) Use of keywords in meta description
The Use of (10) Keyword in Meta Keyword
2 external links
(1) Anchor text of external link
(2) the link popularity of the external link page itself
(3) the theme of the external link page
(4) The link popularity of external link pages in the website community of related topics.
(5) the age of the link
(6) The surrounding text of the link
(7) Link popularity of external link pages under the same domain name.
(8) Creation and update time of external links
(9) The particularity of the domain name of the off-line website.
(10) PR value of external websites
3 website quality
(1) The popularity and extensiveness of external links on websites.
(2) the age of the domain name (calculated from the index of the search engine)
(3) The relevance between the content of the off-line pages of the website and the keywords.
(4) The link popularity of websites related to the topic.
(5) The rate at which new external links are generated.
(6) Number of websites included
(7) Relevance between keywords queried by users and website themes (to prevent Google bombing)
(8) User behavior
(9) Weight artificially granted by Google
(10) Particularity of domain names (.edu.gov, etc.). )
(1 1) The rate at which new pages are generated.
(12) Number of times users searched the website
(13) Is the website certified by Google Webmaster Center?
4-page quality
(1) internal link structure of the website
(2) Quality and relevance of exported links
(3) Age of the page
(4) Quality of page content
(5) the structural level of the website
(The frequency of the "/"symbol in the URL.
(7) the correctness of spelling and grammar
(Has the HTML code passed W3C certification?
5 the use of the weight tag strongheading tag in the page content
6 nofllow tags the use of nofollow tags in page links and meta.
7 Baidu SEO optimization
negative factor
A detailed description of the ranking score
1, the server often does not respond;
2. It is highly repetitive with what Google already contains;
3. Link to low-quality or junk websites;
4. There are repeated META tags on a large number of pages of the website;
5. Over-compiling keywords;
6. Participate in link factories or sell links in large quantities;
7. The response time of the server is very slow;
8. The frequency of major meta-changes of web pages is too high;
9. Low traffic and poor user behavior;
10, keyword layout skills in SEO optimization