On the level of consciousness, webmasters can understand SEO in this way: when users enter a search engine, it is like entering a huge library. Then there are many categories in this library, which are divided into big categories (which can be understood as bookshelves), small categories (which can be understood as grids on bookshelves) and minimum categories (contents of books)-long tail keywords.
The library is adding new content every day, so the appearance of a new website is equivalent to the appearance of a new book in a category. Then the title and order in the book correspond to the title and description of the website. However, if "others" (which can refer to search engines) enter the library and find this book, although it is a book of this kind or series, the title of this book is exactly the same as some previous books, which will definitely make readers misunderstand that the webmaster is copying other people's books, so originality will affect the ranking of webmasters. So although the websites of webmasters are all new, in fact, it is impossible for webmasters to have a good ranking at first. This seriously affects the future optimization.
Website optimization can help webmasters improve the comprehensive index of web pages. If the webmaster's links are promoted, and the quantity and content maintenance of high-quality reverse links continue, the webmaster's left ranking will continue to be maintained or improved. Unless cheating is applied later and later maintenance is punished or stopped. If the bidding advertisement stops, the website link will disappear immediately.
The true face of a thing is misunderstood by more and more people, which leads to vague understanding, so can people still see its true face clearly? Can't! Therefore, SEO needs innovation. We must first overthrow the previous "stereotype", attach the characteristics endowed by the times to SEO, and constantly improve it in theory.
The main job of search engine optimization is to understand how various search engines crawl Internet pages.
Website optimization
Website optimization
At present, there are many online tutorials on how to index and determine the ranking of search results for specific keywords, but many of them are outdated because the Internet is constantly changing. It is a technology that optimizes the content of web pages to conform to users' browsing habits, improves the ranking of search engines on the premise of not damaging users' experience, thereby increasing the number of website visits and ultimately improving the sales ability or publicity ability of websites.
More than 95% of search engine users will give priority to the conventional results given by search engines, and most people will browse the advertisements on the right only if they are not satisfied with the results on the left.
According to the survey, 87% netizens will use search engine services to find the information they need, and nearly 70% of them will find the information they need directly on the first page of the natural ranking of search results.
The advertising display position of bidding advertisements is limited. As a result of bidding, a large number of customers can't rank on the home page because of the price, which makes it difficult for these customers to obtain good use results through bidding advertisements.
Chronology of development
In 2000, a pay-per-click search engine advertising model (PPC for short) appeared.
200 1, some classified directories (Chinese) begin to log in for a fee, and each website has to pay a fee ranging from several hundred yuan to several thousand yuan every year.
In 2002, domestic people set foot in the field of SEO.
In 2003, GoogleAdSense appeared.
In 2004, domestic latent SEO began to surface, and the SEO team gradually grew. SEO market is in a state of disorder, illegal operation and vicious competition. SEO optimization mostly adopts individual workshop operation, and the company's operation scale is small. SEO training market was born.
In 2006, with the fierce competition in the network market, enterprises have a new understanding of the behavior of network companies and network products, and enterprises began to treat the network marketing market rationally. With the popularity of Baidu bidding, enterprises have also realized the importance of search engines, and many SEO service companies have also been born.
In 2007, with the popularity of SEO information and the rise of network company technology, some companies launched effect-based SEO services, from website construction to keyword positioning to search engine optimization, and the overall SEM network marketing scheme was launched and implemented.
In 2008, as the technology and concept of SEO service companies gradually matured, some companies launched website planning services, aiming at building efficient websites (paying more attention to website user experience) and website user conversion rate, and paying more attention to marketing effects.
In 2009, SEO entered the stage of incandescent development.
Website optimization
Website optimization
No matter individuals, teams, companies or training institutions, they are vigorously promoting and using SEO technology to operate the website, so that the keywords of the website can be ranked and included faster.
20 12, the SEO industry has entered the adjustment, and the original service model has been difficult to achieve a win-win situation. Many companies downsized, and some companies began to seek new service models.
201February 15, when searching for SEO-related words in Baidu, "Baidu reminds you: Don't trust the rhetoric and cases of SEO companies. Improper SEO may cause risks to your site. It is recommended that webmasters refer to Baidu official website Optimization Guide before site SEO. " This move is considered to be an important measure for Baidu to crack down on SEO.
On March 8, 20 12, when searching for SEO-related words, "Baidu reminds you that SEO is a very important job. Please refer to Baidu's advice on SEO. " This move is considered to be a compromise made by Baidu under pressure, probably to avoid circumventing the monopolistic behavior of similar industries, admit the existence of SEO, and suppress the development of SEO in disguise.
20 12 in may, Baidu launched the Baidu webmaster platform, and the webmaster platform released "Web2.0 Anti-spam Detailed Raiders" and "SEO Precautions for Famous Sites", which put forward some valuable suggestions for the rational optimization of the site and staying away from cheating.
20 12 June, Baidu updated its anti-cheating strategy, and a large-scale website was claimed by K and Baidu that "measures against low-quality websites took effect", which triggered a large-scale click on Baidu bidding event jointly initiated by webmasters! Among them, medical bidding is the direct victim and the biggest victim of this incident.
On 20 12, 10,123, Baidu's anti-cheating algorithm was upgraded to crack down on websites cheating in the form of hyperlinks and buying and selling links. However, according to the actual investigation, it is very rare that the websites that really participate in cheating are all K.
2012165438+10-65438+February, Baidu webmaster platform launched a series of webmaster tools (search keywords, Baidu index, external link analysis, website revision, etc. ), third-party webmaster tools have been strongly impacted.
2013 February 19, Baidu's web search anti-cheating team put forward the green radish algorithm to crack down on all kinds of super-chain intermediaries.
2065438+March 9, 2003 19 The beta version of the external chain tool was rejected for full open use.
On April 25, 20 13, the article "Talking about the judgment of external chain" was released in the webmaster community, which attracted close attention of SEO industry.
2013 on the afternoon of may 17, the anti-cheating team of Baidu web search announced on Baidu webmaster platform that a new algorithm "pomegranate algorithm" will be officially launched one week later. In the early stage, the new algorithm will focus on rectifying pages containing a large number of bad advertisements that hinder users' normal browsing, especially spam pages that pop up a large number of low-quality pop-up advertisements and confuse the main content of the page.
On July 1 day, 2065438, Baidu Lvluo Algorithm 2.0 updated the announcement, strengthened the filtering of the external links of soft texts, increased the punishment for target sites, appropriately punished the sites that published soft texts, and reduced their evaluation in search engines. At the same time, Baidu news source website was cleared out of news source. [ 1]
On July 2013 19, Baidu's web search anti-cheating team issued a statement to crack down on a large number of high-priced acquisition of second-level domain names or directories, most of which were used for cheating. For this kind of problem of selling second-level domain names and second-level directories, severe punishment will be imposed, which will spread to the whole site and directly block and clean up Baidu news source.
development trends
At present, China's SEO market is still in the development stage, lacking the corresponding supervision mechanism, and the market is chaotic. In order to quickly improve the keyword ranking of websites, many people often use some methods that may be regarded as cheating by search engines to quickly achieve the ranking effect. This practice undoubtedly hinders the healthy development of SEO market.
Future SEO market development trend
Simple SEO skills and tracking the changes of search engine algorithms are becoming more and more meaningless.
SEO itself is becoming less and less technical,
Seo optimization
Seo optimization
But it is increasingly dependent on the comprehensive ability and technology of relevant employees. Judging from the current online discussion about SEO, it is basically the previous method. SEO has no cheats, the simpler the principle, the more practical it is, and the ultimate is the trick.
Compared with domestic SEO industry, the discourse power of foreign SEO industry is basically in the hands of white hat SEO. No matter the search engine itself, website design companies or customers, they all have a correct understanding of SEO. White hat SEO people do not necessarily exclude black hat SEO and cheating in private, and may even secretly use black hat means. But basically on the table, everyone is still advocating white hat SEO technology, so the atmosphere of the whole industry is still relatively healthy. It is gratifying that the current domestic SEO market environment is constantly improving, and I believe that in the near future, the SEO market in China will further develop and grow.
Feature editing
The full name of SEO: SearchEngineOptimization, 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.
Optimize content editing
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
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 step editing
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. Implementation reference is the keyword layout of the first point. 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
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, GoogleAnalytics 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
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.