Search Engine Optimization - Website Optimization Strategy

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SEO (search engine optimization, SEO): search engine optimization. This is the way: using search engine rules to improve the natural ranking of websites in the relevant search engines. The goal is to make the site take a leading position in the industry and get the benefits of the brand. To a large extent, this is the commercial behavior of website operators aimed at improving their own rating or the rating of their company.

The content of the article:

• Basic Introduction
• Classification of methods
• Optimization strategy
• Advantage
• Development Issues
• Conclusion

Basic Introduction

Search Engine Optimization, also known as SEO, is a technique to understand how different search engines perform searches, how to crawl web pages, and how to rank search results for certain keywords by analyzing rankings.

Search engines use easily cited techniques to optimize a website in a targeted manner, improve a website's natural search engine ranking, attract more users to visit a website, increase website traffic, and improve sales.

The ability and publicity of the website, the ability to enhance the effect of the brand of the website.

The main task of the search engine optimization of a website is to understand how other search engines take over web pages, how to index, how to determine search keywords and other related technologies in order to optimize the content of this web page to ensure that it can match the browsing habits of users and it is a state of the art technology that improves search engine rankings thereby increasing website traffic and finally improving website advertising or sales opportunities.

In fact, based on search engine optimization processing, in order to make a website more acceptable to search engines, search engines often compare the content of different websites, and then provide the content to web users through the browser with the most complete, direct response, and the fastest speed.

Classification of methods

There are two main types of search engine optimization techniques: black and white. Deceiving search engines and visitors through fraud and eventually being penalized by search engines is called black hat SEO, such as hiding keywords, creating a lot of meta words, alt tags, etc. SEO techniques adopted by search engines as formal ones are called white hat SEO.

1. White hat SEO approach

White hat SEO method White hat SEO follows the principle of search engine acceptability. Their advice is generally to create content for users, make that content easy to index by search engine bots, and not fool search engines. When some site staff make mistakes while designing or building their site, and the site's ranking is low, white hat techniques can detect and fix errors such as unreadable menus, broken links, temporary redirects, inefficient indexing structure, etc.

2. Black hat SEO

Black hat SEO Black hat SEO uses deceptive techniques and misuses search algorithms to promote irrelevant business-first web pages. The main goal of black hat SEO is to get websites to rank the way they want and get more information, which can lead to poor search results for regular users.

Therefore, as soon as a search engine finds a website using Black Hat SEO technology, it lowers its ranking or permanently removes the website from search results. Businesses choosing black hat SEO services are partly deceived by service providers because they don't understand the value of SEO. The other part focuses only on short-term interests, and has an exit mentality after they make a profit.

Optimization strategy

1. The topic should be clear and the content should be rich

Before designing and building a website, clearly define the theme, purpose, and content. According to the different ways to determine the characteristics of a website, it can be a sales platform or an advertising website. The theme of the website should be clear and prominent, the content should be rich and complete, and the fit should be consistent with the user experience.

For a website, optimizing the theme and the actual content of the website is the most important. The website should have a clear theme, rich content related to that theme, focus on changes in certain areas, and be updated in a timely manner.

2. Drive link popularity

The standard for search engines to evaluate the quality of a website is the number of inbound links and the quality of linked websites. Creating popular and meaningful outbound links and increasing your link mass can not only improve search engine rankings, but also play a role in promotion.

Research shows that: when a website's link PR value reaches 4 to 6, the number of visits to that page is relatively good; when the link PR value reaches 7 or more, then the quality and popularity of the website is excellent.

The more other pages link to a page, the more likely it is that that page has the freshest and most valuable high-quality pages. Maximize the number of links to industry sites, regional business sites and partner sites. Citation by high PR sites can increase a site's PR faster. At the same time, you can increase the number of visits from high PR sites.

The site publishes information related to the subject and business of the site. Users see this information on other sites, and then visit the site, that is, increase site traffic through external links.

3. Keyword customization should be a priority

Website keywords very important, they determine whether users can find a website, so special attention should be paid to the choice of keywords. Keyword selection should be a priority and follow certain principles, such as: keywords should be related to the theme of the website, do not blindly chase popular words, avoid using general words with a broad meaning, choose specific words as much as possible in accordance with type and characteristics of product words.

Choose words that people commonly use when using search engines that are related to the products and services that the website is supposed to promote.

The number of keywords from 5 to 10 is relatively moderate, and the density can be from 2% to 8%. It is necessary to pay attention to the placement of keywords in the most important and prominent positions of the Page Title and Heading of the two web pages, and they must be different in the descriptions of the web pages, such as the content of the web page, alt attributes images and META tags. Such settings highlight keywords.

4. The hierarchy of the site structure should be clear

Website structure should try to avoid using the frame structure, and the navigation bar should not use FLASH buttons as much as possible. First of all, you should pay attention to the design of the main page of the site, because the likelihood that the home page of the site will be discovered by search engines is much higher than other pages.

Generally, a website's home page file should be placed in the website's root directory because root directory search speeds are the fastest. Secondly, it should be noted that there should not be too many levels (ie subdirectories) of the site, the first level directory should not exceed two levels, and the detailed directory should not exceed four levels. Finally, try using text navigation to navigate your website because text conveys more information than images.

5. Page size should be rationalized

Web pages are divided into two types: static web pages and dynamic web pages.

Dynamic web pages are web pages with interactive features, i.e. they return data by searching the database, so it takes a long time for search engines to search, and when the content in the database is updated, the search for the data crawled by the engine is no longer accurate, so search engines rarely include dynamic web pages in the index, and the ranking results are not very good.

However, static web pages do not have interactive features, that is, the simple introduction of information. Search engines use less time to search and the data is accurate, so they are willing to include such pages in the index and ranking results.

A website should try to make the most of static pages and reduce the use of dynamic pages. The smaller the size of the web page, the faster its rendering and the more friendly it is to the search engine spider program, so when creating web pages, try to keep the HTML code as simple as possible.

Usually the size of a web page does not exceed 15 KB. Java.script and CSS on web pages should be separated from web pages as much as possible. The use of the more standardized XHTML and XML as display formats in accordance with the W3C specification should be encouraged.

6. Site navigation should be clear

The search engine uses a proprietary spider program to find out the HTML code on every web page. When a web page has links, it searches for them one by one until there are no links left to the final page. It takes a long time for the spider to visit all the pages, so the website must be easy to navigate in order for the spider to index and index.

According to the structure of your own website, you can create a sitemap.html sitemap, list the links of all website sub-columns in the web page map, and place all website files in the website root directory. Sitemaps improve search engine friendliness and allow spiders to quickly access all pages and sections of an entire site.

7. Site release must be updated

To achieve a better dialogue with search engines, an optimized corporate website will be actively presented in various search engines, which will allow them to be included in the index for free and strive for better natural rankings. If a website can be updated regularly, it is easier for search engines to index it. Therefore, sensible updating of the website is also an important method of search engine optimization.

Advantage

1. Price advantage

In the long run, compared to keyword promotion, search engine optimization should support the website and ensure that the website has the benefits of the keywords. It doesn't have to pay for every user click, so it's much cheaper than PPC rankings. In addition, search engine optimization may ignore the independence between search engines. Even if the site is only optimized for one search engine, the ranking of the website in other search engines will be improved accordingly.

2. Easy to manage

If an enterprise entrusts the task of website search engine optimization to professional service providers, then the enterprise generally does not need to invest manpower in the management of the website, but only needs to observe whether the enterprise's position in the search engine is stable. What's more, this natural ranking effect achieved through self-modification, allowing businesses not to worry about malicious clicks.

3. Long term stability

After an enterprise website is optimized for search engines, if the website is properly maintained, search engine ranking stability is also very high and will not change for a long time.

Development Issues

Search engine optimization is rapidly developing abroad, and there are also many optimization enthusiasts in Russia. They continue to improve by doing their own optimization work and learning in a variety of ways. Domestic website building operators are paying more and more attention to search engine optimization, the market is very large, and it is believed that more and more people will join this field.

Search engine optimization technology has evolved rapidly with the development of the Internet, but where search engine optimization is heading, many webmasters do not understand. There are still many gaps in the development of search engine optimization technologies in Russia, namely:

1. Indiscriminate fees and keyword rankings

The search engine optimization industry has just started to develop, and there is no single standard for keyword bidding. This leads to malicious competition and the standards of the entire industry are in chaos.

2. SEO effect is unstable

Search engine ranking webmasters know that rankings can fluctuate up and down. For example, if you are optimizing a website for a client, the first page will go to the second SERP when you allow the client to accept the next day's work. There are many examples where this happens. Search engines are constantly changing their ranking algorithms. It also increases the complexity of search engine optimization.

3. Homepage ranking limitations

The search engine home page position is very limited, and the natural home page ranking is only 10 positions. We are fighting for these 10 positions.

Risk of being punished

Minor careless site optimization will be penalized by search engines. Therefore, search engine optimization technology also needs to be strengthened, to avoid wrong actions that lead to unnecessary consequences.
Due to various complex factors, performing search engine optimization work can be in a state of fumbling and confusion for a certain period of time.

Conclusion

1. With the development of the Internet, the number of websites has reached hundreds of millions, and the amount of information on the Internet has increased dramatically, making it difficult for people to find targeted information. The emergence of search engines has brought people great convenience in finding information, search has become an indispensable online tool.
2. According to usage habits and people's psychology, the higher a site ranks in a search engine, the more likely it is to be clicked on, and vice versa, the lower the rank, the less search traffic it will receive. According to statistics, more than 90% of the top 500 companies in the world have implemented SEO technologies on their corporate websites.
3. Due to the lack of professional marketing knowledge and concepts, conventional internet companies create websites for you only from a technical point of view. Artists only need to beautifully design your website, and programmers only need to implement the functional modules you need. Defects do not meet the requirements of search engines, so the site must be fully optimized. This is what search engine optimization is for.

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