Search engine optimization is a way to use the search rules of search engines to improve the current natural ranking of websites in relevant search engines. Search Engine Optimization is the Chinese translation of SEO (Search Engine Optimization).
The purpose of SEO is to understand : to provide ecological self-marketing solutions for the website, so that the website can occupy a leading position in the industry, so as to obtain brand benefits; SEO includes both off-site SEO and on-site SEO.
Optimizing search engines can not only improve the effect of SEO, but also make the website-related information displayed in search engines more attractive to users.
Search engine optimization includes 6 steps: choosing search engine, keyword type, digging keywords, filtering keywords, optimizing ranking, and optimizing landing page.
Step 1 | Choose a search engine
1. The Internet has evolved to this day, and search engines have diversified. The search engine is no longer just a single general-purpose search engine like Google and Baidu in the PC era. Search engines have developed searches in various professional categories: image search, video search, map search, academic search, etc. At the same time, search engines are also built into various portals and entrances, such as Taobao, Sina Weibo, WeChat, and APP application stores.
Different search engines have different ranking algorithm rules for their search result pages. This causes the same search term to rank differently on the result pages of different search engines. Therefore, the first step in optimization should be to think: Which search engine should we optimize?
Which search engine will customers use to search? In today's diversified search engines, the search engines used by customers may be different from what you think. Companies should investigate the customer’s search engine usage habits, and based on this, select one or several mainstream search engines of the customer as the object of optimization.
2. To understand HTML, learn to read CCS code
No search engine likes bloated code and unreasonable websites. The bloated code will not only reduce the speed of website visits, but will also be disgusted by search engines and not be crawled. Therefore, if you want a website to have a good ranking, you must learn HTML and be able to read CCS, remove all the unknown and unreasonable generation of the website, and attract and publish spiders to crawl.
Step Two | Keyword Type
There are many types of keywords. According to different classification methods, you will get different types of keywords.
Classification:
a. Popularity classification: popular keywords, general keywords, unpopular keywords
b. Long and short categories: short tail keywords, long tail keywords
c. Primary and secondary categories: main keywords, auxiliary keywords
d. Other categories: general keywords, alias keywords, time keywords, wrong keywords, question and answer keywords
We extract two of the more commonly used keywords, core keywords and long tail keywords.
1. Core keywords
Core keywords refer to the "core" keywords of the website determined through keyword analysis. In layman's terms, it refers to keywords that the target customers of the website's products and services may use to search.
Core keywords have these characteristics:
a. The core keywords are generally used as the title of the homepage of the website.
b. The core keyword is generally a word or phrase composed of 2-4 characters, mostly nouns.
c. The core keywords have a certain number of stable search volume in search engines every day.
d. Users who search for core keywords often have requirements for the products and services of the website, or are interested in the content of the website.
e. The main content of the website revolves around core keywords.
2. Long tail keywords
Refers to keywords on the website that are not target keywords but can also bring search traffic.
Long-tail keywords are characterized by being relatively long, often consisting of 2-3 words, or even phrases, which exist in the content page, in addition to the title of the content page, but also in the content. The search volume is very small and unstable.
For example: the lid of the cup, the big cup, the patterned cup, what kind of cup
Step three | filter keywords
After the keywords are selected, the direction of subsequent optimization work is also established. The selection of keywords mainly depends on the three indicators of accuracy, popularity and competitiveness
Keyword cleaning: remove irrelevant and inappropriate keywords.
Keyword categorization: categorize keywords with common characteristics.
1. Accuracy
Accuracy refers to the degree to which keywords accurately match target customers.
Target user is a term in traditional marketing theory, referring to the current main sales and description objects. The keywords that the target customers search for should undoubtedly be the keywords for search engine optimization.
To filter keywords based on accuracy, the following four requirements should be specifically considered:
a. First of all, keywords should be accurately adapted to the search needs of the consumption stage of the target customer.
b. Secondly, keywords should be accurately adapted to the market segment of the target customer.
c. Again, keywords should accurately reflect the search needs of the customer chain where the target customer is located.
d. Finally, keywords should accurately reflect the search needs of the target customer's specific decision-making role.
2. Popularity
The second criterion for keyword selection is popularity. The higher the popularity of the word, the higher the traffic, the higher the optimization value. Detecting the popularity of keywords is obviously a technical task that requires different analysis software. At the same time, consumers' search habits on mobile terminals are also different from those on personal computers. Consumers are more inclined to use colloquial, action-oriented, and direct words on the mobile terminal.
3. Competitiveness
The third criterion for keyword selection is competitiveness. Competitiveness reflects the natural ranking of how many opponents are competing with you for this keyword, and your competitive advantage relative to these opponents.
The key word is a search path and a competition runway. To judge the competitiveness of keywords, companies should look at the top-ranked websites on the search results page of the term, and analyze why they are ranked high from the content of the linked pages.
Step 5 | Optimize ranking
Ranking optimization is a way of SEO. It uses search engine optimization technology to optimize the position of search engine rankings. Generally, bidding methods such as Baidu bidding are used to make the ranking higher, or seo technology is used to optimize the source code of the website to comply with the search crawling rules.
1. In-site optimization
Before the website goes live, do a good job of optimization within the site, which directly affects the inclusion of the website. In general, the factors affecting the ranking are:
a. The keywords are not well positioned. Make the keywords clear, bold and italicize the keywords appropriately to attract the attention of the spiders, and make the anchor text in the site plus a link to the homepage.
b. The weight of the homepage is burdened by the inner page. Each inner page must have keywords as anchor text to point to the home page, and pass the weight to the home page, and the inner pages need to be linked together. Another way to increase the weight of the homepage is sub-navigation. Put keywords in the secondary navigation, and top the homepage, which can improve the weight of the homepage of the website.
2. Static page articles
Static pages have always been preferred by search engines and will accelerate their inclusion. Generally, people who make websites like to choose static pages. The best way to do a good job of updating articles on static pages is to be original. Of course, pseudo-original is also an effective method.
a. If it is pseudo-original, insert an image at the head of the page and add an alt tag. This will make search engines consider original content, improve the article’s inclusion, and help ranking.
b. Add sub-navigation under each static page, and make the keyword anchor text point to the home page.
c. In the updated article, add website keywords multiple times and bold them appropriately, and add links to the homepage.
3. The choice of space domain name
1. Choice of domain name
(1) To make a brand in the future (it is recommended to use the full spelling of the brand name)
(2) If it is a resource station (it is recommended to use the whole process of keywords)
What? Still not choosing a domain name? Recommended reading: SEO-based domain name space selection techniques
2. Choice of space
(1) The space is also called a virtual host, a "container" used to store website data and materials. Generally small blogs or corporate sites can choose it.
4. Promotion of original soft articles
Original adware promotion has always been the best way to promote external links. While doing external links, it can also increase website traffic and brand image.
a. The content range of the advertisment is relatively wide. It is not necessary to write content related to the website. As long as the content is helpful to others and everyone is interested, it is enough to add website links and keywords in the text.
b. Put the advertisment on some well-known websites with relatively high weights. The popularity brought by this is very high and the promotion effect is more obvious.
c. The keywords of each article should be different. Don't add too many words, just add one at the end.
Don't show the nature of the content of the advertisment, just show the link address once. If it is too obvious, it may not come out.
It is best to have one or two articles per day. This is very beneficial to improve the ranking of the website, and the effect can be seen quickly.
5. Forum and Q&A platform
When a lot of people post, post, or do Q&A, one thing that is very depressing is that the post is always deleted, or the account is blocked at all, the Q&A is submitted, kept for review, and then ignored. If you don't summarize or learn methods, this kind of work will become boring.
a. The content of the post must be related to the main body of the forum. The content of the post may not be related to the content of your website, but must be related to the topic of the forum.
b. It is best to have original content. If it is not original, then please seriously pseudo-original.
c. Do not post advertisements. Generally, advertising posts will almost always be filtered out by seckill.
d. Don't bring some sensitive words. If there are sensitive words, the forum program will filter them directly.
Step 6 | Optimize the landing page
1. What is a website landing page
The landing page of the website is the page that the user actually visits. This page should generally have a certain level of guidance, and it is also called a guide page.
In Internet marketing, the guide page is the web page displayed to the user after a potential user clicks on an advertisement or uses a search engine to search.
Generally, this page will display expanded content related to the clicked advertisement or search result link, and this page should be search engine optimized for a certain keyword (or phrase).
Landing page is also called landing page or conversion page, English landing page. Refers to the visitor reaching the first page of your website through keywords or other traffic channels.
2. Why do you need to optimize your website’s landing page?
For a website, if you want to get more traffic, relying on the keywords on the homepage is far from enough. If you want to get more accurate traffic by optimizing the inner page, you must find a way to add the inner page. To get a better ranking in search engines, that is, to optimize the inner page into the "landing page" of the website to make it a traffic entry for the entire site.
3. How to optimize landing page
a. Writing original soft articles related to the website
Website SEO optimization is very important whether it is information portal sites or the writing of original content on corporate sites. So how do you do a good job in writing advocacy? In the view of Manshanhong SEO webmaster, first before writing advocacy It is necessary to analyze and study the relevant keywords of the website.
For example, if the website is optimized for SEO website, then I will use the keyword "SEO" as the core keyword of the whole website to expand more long-tail keywords, and build a thesaurus with many long-tail keywords. Later, I will write related soft articles on the subject of this long-tail keyword.
Pay attention to the layout and density of keywords when writing the soft article, and express the theme of the soft article clearly. If there are related illustrations and pictures, the effect of graphics and text has been achieved, which is more conducive to the user experience, and the relevant anchor text should be properly optimized in the soft article. Be careful not to do too much anchor text, usually 1 to 3 are almost the same.
It depends on the number of words in the content, and the degree to which it can be original varies from person to person.
b. Reasonably construct the internal link structure of the website
The reasonable construction of the internal link structure of the website is becoming more and more important, especially for some large-scale websites, the internal link structure of the website should be done so that the entire website structure forms a spider web structure, so that the crawling of spiders can be unimpeded and the website can be made. Including increased, and at the same time, the relevant internal links can also play a role in voting.
Although internal link voting is not as powerful as external link voting, internal links are self-controllable and the most stable. Changes from quantitative to qualitative changes will also play an important role in improving the ranking of keywords, especially large-scale Website, so if you want to get the inside page as a "landing page", internal links can't be ignored.
c. Build a high-quality external chain
The construction of external links for website optimization is indispensable, and it is also the most important channel for websites to obtain high-quality votes. Generally, the construction of external links is divided into the construction of friendly links and the construction of soft-text links and so on.