Before building a website, the first thing to do is to make a clear positioning of the website, which will bring higher customer conversion rate. The purpose of building a website is marketing. Only by focusing on one thing can we better display our website, so that the construction of website content will be quite simple.
While doing SEO optimization, we must first confirm the ultimate SEO goal of website optimization. With a clear goal, we can better arrange specific work.
This goal can be long-term, strategic or short-term, but whether it is short-term or long-term, we should not set an impossible goal on the premise that our goal setting must be achievable, and then break it down into specific monthly, weekly and daily goals.
The target population is people from all walks of life, and the application of computer networks is relatively inconsistent. To make clear the audience of the website and promote it online, it is necessary to publicize the brand, effect and word-of-mouth of disease treatment, and the effect of natural optimization will be better than bidding.
Second, the analysis of competitors
There is a saying in Sun Tzu's Art of War: "Know yourself and know yourself." Before you start optimizing, you should first understand the customers' products and services and study the competitors' websites. The target groups and services of the website can be understood through the website or through direct communication with customers. For the analysis of competitors, Bian Xiao also emphasized the following points:
1. Basic data: website age, collection amount, collection rate and snapshot freshness.
2. In-station optimization: title design, description writing, emphasis on words, paragraph titles (H 1, H2, etc. ), URL processing, link depth, use of Nofollow, optimization of directory page and content page, etc.
3. External data: quantity and quality of external links, external links of the whole station, external links of the home page and brand awareness.
It is suggested that you can establish a data model through these aspects, and record each item in detail and write it into the plan.
Third, target group analysis, determine the website keywords.
Analyze and understand the patient group, what kind of target users of the website belong to, and the target users required by different website attributes are different. Bian Xiao suggested that you should do accurate customer marketing, and don't go to SEO for SEO's sake.
After determining the user group, we began to study and analyze the keywords of customer websites. The principle of selecting keywords is to take the users of the website as the guide, and analyze what keywords they will use to search the products and services of the website from the users' point of view. At the same time, we must communicate with customers and determine the keywords of the website. The core keywords of customer websites are not necessarily popular, but accurate!
For the method of keyword analysis, the edge-shaw suggestion of Goolge optimization can start from the following points:
1, research the keywords of competitors' websites.
2. Keyword mining tools: Baidu backstage keyword query tool and love stand net keyword recommendation mining tool are especially recommended here.
3, search engine drop-down box and related search.
4. Long tail keyword mining on question answering platform.
Fourth, carry out SEO optimization of websites.
Here, Bian Xiao will briefly introduce how to formulate SEO optimization strategies for websites from two aspects: on-site optimization and off-site optimization:
1, in-station optimization
Generally speaking, the initial website will be unreasonable and needs to be modified according to the main points of SEO optimization. Here, Bian Xiao briefly introduces the following points:
(1), station structure optimization
The structure of the website should be clear, the layout should be reasonable, and the jumbled code and a large number of JS scripts and FLASH animations should be rejected, which will affect the opening speed of the website. The column setting should be clear and easy to see, so that visitors can browse clearly.
(2) Intra-station links
For website links and internal links, what needs to be done is:
A change the dynamic station to static or pseudo static (technical support is required).
B, control the number of internal links in the article,
C, the relevance of linked objects should be high,
D. Give relatively many links to important web pages,
E. unify URL, use absolute path, and do 30 1 redirection.
The advantages of this are: it is convenient for browsing between pages, improving the efficiency of search engines, and focusing on the topic makes the keywords in the topic have a ranking advantage.
(3), SEO details optimization
For a professional SEO person, Bian Xiao suggested that you should pay more attention to some SEO optimization details, such as:
A, the writing of the title, the ALT tag of the picture.
B, reasonable layout of keywords and keyword density (in the title, label and description text), description settings.
C. long tail keyword record table.
D, secondary navigation, directional anchor text, the first anchor text on the inner page is black.
E, do a good job in the relevance of page content, and insist on updating the original article content.
(4) Analyze the keywords of competitors.
A, look at the internal and external links of the website, whether the external links are strong, and whether the articles with internal links are anchored.
B, look at the position of the keyword in the title, whether it is on the home page and repeated, and whether the website is doing around this word.
C, look at the outside chain of competitors' home pages.
D, the location of keyword distribution, URL links (both the main domain name and the internal page are being done).
E, look at the size of the website, the age of the domain name, the amount of inclusion, and the update mechanism.
(5) Add a website map and make 404 error pages.
When spiders enter the website, the website map is a good guide, and spiders can easily enter every corner of the website, so we should establish a reasonable website map according to the needs of SEO optimization.
The other is the 404 error jump page. Many people can't do 30 1 redirect files and 404 pages, and some webmasters don't do 404 return codes. In fact, these two pages are still very important and play a role in reminding.
2. Off-site optimization
SEO optimization outside the site is mainly built through external links. The main ways are: friendly links, blog comments (messages), forum signatures (posts), question and answer platforms, encyclopedias and classified information promotion.
Here, Bian Xiao will share with you some methods and platforms for external chain construction that I often do:
(1), blog comments (comments) Self-built blogs-Sina, Sohu, Tianya, Netease, Baidu Space, He Xun.
(2) Sign the forum and post with some keywords and links-industry-related forums and webmaster forums.
(3) Through classified information promotion-58 cities, Jiji.com, People.com, today's Topic.com, Yideng.com, List.com, Baiye.com, Jiujiu.com, urban classified information network, China enterprise record, Kelpolo, electromechanical home, etc.
(4) Encyclopedia-Baidu Encyclopedia, Soso Encyclopedia and Interactive Encyclopedia
(6) Pay attention to the dissemination of brands and information (release website soft articles and related recruitment information, etc.). ).
(7) Point relevant keywords to authoritative websites appropriately in the article to improve the trust of websites in search engines.
In addition, Bian Xiao reminded the webmaster or SEO optimizer that there are also some precautions that need special attention when building external links on the website, such as:
(1), the link text contains keywords, so pay attention to the diversity of keywords.
(2) Try to communicate with websites with high relevance. The PR value of the other party is greater than its own website, and the fewer links the other party exports, the better.
(3) Pay attention to the diversity of anchor text of outer chain.
Verb (abbreviation for verb) website staffing
Generally speaking, an ordinary website needs to be equipped with two website editors and 1 external link specialist.
1. Responsibility of website editors
Original website articles, editing pseudo original content, editing original articles and stories for news events, blogs, Weibo, etc. , get website information and change the preparation.
Pay attention to the publishing frequency of website content, and regularly update the content of website columns to ensure that more than 10 articles are updated every day.
2. Responsibilities of Chain Commissioner
Mainly promote off-site forums, blogs, Weibo, activities, etc. , publish the updated content according to the quantity every day, ensure the update frequency with the content events of the main website, track and maintain the published content, statistically analyze the publishing effect, find out the exchange and cooperation of links outside the site, and make statistics on the website visit traffic and keyword data analysis, regularly correct the existing website problems, and collect visitor information for statistical analysis.
Vi. Monitoring and analysis of website effect
After a period of website operation, as a professional SEO optimizer, what needs to be done is to analyze and evaluate the SEO optimization effect of the website. The monitoring of the effect can let us clearly understand the return on investment of this SEO work, what needs to be improved and so on.
1, statistical website access data, analysis of visitor resource information, analysis and summary of ways to increase traffic.
2. Make a statistical analysis of the keywords put in, summarize the popularity of keywords in different time and space, and continuously and effectively analyze and improve the keywords on this site, especially when there are activities.
The analysis of statistical data includes the analysis of traffic statistics system and server logs. Through the analysis of these data, we can also understand the benefits of the whole SEO plan, including customer conversion rate, which keywords have high conversion rate, new keyword selection and so on.
abstract
Planning work with result-oriented thinking, decomposing SEO goals, annual goals, quarterly goals, monthly goals, weekly goals and daily work, making work clear at a glance and improving work efficiency.
In addition, the most important thing to do SEO is actual combat. Without actual combat, everything is bullshit. A scientific and reasonable SEO scheme can help us get twice the result with half the effort in our work, but a good SEO scheme, if not implemented, is empty talk!