SEO refers to the understanding of the natural ranking mechanism of search engines on the basis of internal and external adjustments to optimize the site, improve the site in the search engine keywords in the natural rankings, to get more display volume, attract more target customers click to visit the site, so as to achieve the goal of network marketing and brand building. The search engine retrieval principle is constantly changing, the search principle of the change will directly lead to the website keywords in the search engine ranking changes, so search engine optimization is not a one-off.
At the level of consciousness, webmasters can image SEO as: when the user enters the search engine, it is like entering a large library. Then in this library there are very many categories, classification is divided into large classification (can be understood as a bookshelf) small classification (can be understood as a bookshelf above the lattice) as well as specific to the smallest classification (the content of the book) - long-tail keywords.
Inside the library every day in the addition of new content, then a new website is equal to the emergence of a new book within a classification. Then the book inside the book title and order corresponds to the website TITLE and Description. but if "others" (can refer to the search engine) into the library to soak up the library when you find this book, although this is a classification or a series of books, but the title of this book with some of the previous book title is exactly the same, then it will certainly be the same. The title of the book is exactly the same, then the readers will certainly let the webmasters misunderstand that they are plagiarizing other people's books, so the originality will affect the ranking of the webmasters. Then although the webmasters of the site is new, but in fact in the beginning webmasters can not have a good ranking. This seriously affects the optimization later.
Website optimization can help webmasters to improve the comprehensive index of the webpage, if webmasters' links have been improved, continue to keep the number of high-quality backlinks increase and content maintenance, webmasters will continue to maintain or improve the ranking of the left side. Unless the late application of cheating and be punished or stop the late maintenance. And if the bidding ads are stopped, the website links will disappear instantly.
The real face of a thing is misunderstood by more and more people leading to a fuzzy understanding, then people can still see its real face? Can't! Therefore, SEO needs to innovate, must first overthrow the previous "stereotypes", attached to the characteristics of the era of SEO, and in the theory of continuous improvement.
The main work of search engine optimization is through the understanding of various types of search engines how to crawl the Internet page,
Website optimization
Website optimization
How to index and how to determine its ranking of the search results of a particular keyword and other technologies, and now on the Internet about this aspect of the tutorials there are a lot of, but a lot of outdated because of the Internet is constantly changing. is constantly changing, to optimize the content of the web page, so that it meets the user's browsing habits, without compromising the user experience to improve search engine rankings, thereby increasing the number of visitors to the site, and ultimately enhance the site's ability to sell or publicize the technology.
More than 95% of search engine users prioritize the regular results given by the search engine, and the vast majority of these people will only browse the right-hand side of the ads if they are unable to get satisfactory results on the left-hand side.
According to the survey, 87% of Internet users will use search engine services to find the information they need, and nearly 70% of these searchers will look for the information they need directly on the first page of the natural ranking of the search results.
The advertisement display position of bidding advertisement is limited, and the result of bidding makes a large number of customers can't be ranked on the first page because of the price, which makes it difficult for this part of customers to get a good use of the advertisement through bidding advertisement.
Development Timeline
In 2000, the search engine advertising model of pay-per-click (PPC for short) appeared.
In 2001, some classified directories (Chinese) began to charge for logging in, and each website had to pay a fee ranging from hundreds to thousands of dollars per year.
In 2002, one after another in China, people involved in the field of SEO.
In 2003, the emergence of content-based positioning search engine advertising (GoogleAdSense).
In 2004, the domestic latent SEO began to surface, SEO team gradually growing. SEO market is in a state of confusion and disorder, illegal operation, vicious competition. Most of the SEO optimization to take the individual workshop-style business, corporate operation of small scale. SEO training market was born.
In 2006, with the white-hot competition in the network market, enterprises have a new understanding of the network company and network products, enterprises began to treat the network marketing market sensibly, with the prevalence of Baidu bidding, companies also recognize the importance of the search engine, accompanied by the birth of a lot of SEO service companies.
In 2007, with the popularity of SEO information, the rise of network company technology, some companies launched a pay-for-performance SEO service projects, from website construction, to keyword positioning, to search engine optimization of a full range of services, the overall SEM network marketing program launch and implementation.
In 2008, with the SEO services company's technology and concepts gradually mature, some companies launched a website planning services, services to benefit website construction (more focus on the website user experience) and website user conversion rate for the purpose of more focus on marketing effectiveness.
In 2009, SEO entered an incandescent stage of development,
Website Optimization
Website Optimization
Website Optimization
Whether it is an individual, a team, or a company or a training institution, are vigorously promoting and using SEO technology to operate the website, so that the website's keywords get faster rankings and inclusion.
In 2012, the SEO industry entered an adjustment, the original service model has been difficult to achieve a win-win situation, many companies downsized, some companies began to seek a new service model.
February 15, 2012, in Baidu search SEO-related terms, "Baidu tips you: do not trust the SEO company's words and cases, improper SEO may cause risks to your site. It is recommended that webmasters refer to read Baidu's official website optimization guidelines before performing SEO on their sites." The move is seen as a major move by Baidu to crack down on SEO.
On March 8, 2012, when searching for terms related to SEO, "Baidu prompts you to refer to Baidu's advice on SEO." This move is considered to be a compromise made by Baidu under pressure, possibly to avoid the circumvention of similar industry monopoly behavior, recognizing the existence of SEO and suppressing SEO development in disguise.
In May 2012, Baidu launched the Baidu Webmaster Platform, and the Webmaster Platform released "Web2.0 Anti-Spam Detailed Tips" and "SEO Precautions for Well-Known Sites," which put forward some valuable suggestions for reasonable optimization of sites and keeping away from cheating.
In June 2012, Baidu updated the anti-cheat strategy, a large area of the site was K, Baidu claimed that "measures for low-quality sites have come into effect", which led to the webmasters to jointly launch a large-scale click on the Baidu bidding event! The most victimized by this event is the medical bidding.
On October 23, 2012, Baidu's anti-cheating algorithm was upgraded to combat cheating in the form of hyperlinks to websites, and the buying and selling of links. However, the actual investigation found that the upgrade caused the real involved in cheating website K phenomenon is minimal.
November - December 2012, Baidu webmaster platform launched a series of webmaster tools (search keywords, Baidu index volume, external chain analysis, website revision, etc.), the third-party webmaster tools by a strong impact.
February 19, 2013, Baidu Web Search Anti-Cheat Team proposed the Green Luo algorithm to combat various hyperlink intermediaries.
On March 19, 2013, the beta version of the Rejection of External Links tool was fully open for use.
April 25, 2013 "talk about external chain judgment" article released in the webmaster community, causing close attention to the SEO industry.
In the afternoon of May 17, 2013, Baidu's web search anti-cheating team released an announcement on Baidu's webmaster platform, saying that the new algorithm "Pomegranate Algorithm" will be officially launched in a week. The new algorithm will focus on rectifying pages that contain a large number of bad ads that prevent users from browsing normally, especially those that pop up a large number of low-quality pop-up ads and confuse the main content of the page.
July 1, 2013, Baidu Green Luo algorithm 2.0 update announcement, increase the filtering of soft text external links, increase the punishment of the target site, the site that carries the release of soft text to appropriate punishment, reduce its evaluation in the search engine, at the same time, for Baidu news source site will be cleaned up out of the news source. [1]
July 19, 2013, Baidu web search anti-cheat team issued a statement to combat a large number of high-priced acquisition of secondary domain names or directories of information, the vast majority of which are used for cheating, for the sale of such secondary domain names of the second directory of the problem, will be severely punished, the strains to the entire site, directly blocked and cleaned out of the Baidu news source.
The development trend
Currently China's SEO market is still in the development stage, the lack of corresponding regulatory mechanism, the market is more chaotic. Many people in order to quickly improve the site's keyword rankings, often in a hurry to use some of the search engine may be treated as a means of cheating to quickly achieve the effect of ranking. Such practices undoubtedly hinder the healthy development of the SEO market.
Future trends in the SEO market
Pure SEO techniques and tracking changes in search engine algorithms are becoming less and less relevant.
SEO itself is becoming less and less technical,
seo optimization
seo optimization
But it relies more and more on the comprehensive ability and skills of the practitioners involved. From the current online discussion about SEO, basically the previous method.SEO has no secret sauce, the more simple principles, the more practical, to the extreme is the trick.
Compared with the domestic SEO industry situation, foreign SEO industry discourse initiative basically in the hands of white hat SEO. Whether it is the search engine itself, or website design companies or customers, have a more correct understanding of SEO. White hat SEOs may not necessarily be so excluded from black hat SEO and cheating in private, and may even be secretly using black hat means. But basically, on the stage, we are still advocating white hat SEO technology, so the atmosphere of the industry is relatively healthy. Happily, the environment of the domestic SEO market is also improving, and I believe that the SEO market in China will further develop and grow in the near future.
Characteristic Features Editor
SEO full name: Search Engine Optimization, that is, search engine optimization. In order to illustrate what is the site on the search engine optimization, webmasters search engine optimization of the site is not divided into the following characteristics:
1, a large number of web pages using pictures or Flash and other rich media (Rich Media) form, there is no textual information that can be searched for, and the most basic SEO is the article SEO and picture SEO;
2, the web page does not have a title, or the title does not contain valid keywords, or the title does not contain valid keywords. Or the title does not contain effective keywords;
3, the body of the web page is less effective keywords (preferably natural and focus on the distribution of keywords, do not need special stacking);
4, the site navigation system so that the search engine "can not read";
5, a large number of dynamic web pages to affect search engine retrieval;
6, there is no other search engine has been included in the site to provide links;
7, the site is filled with a large number of spam to deceive the search engine, such as "bridge page (also known as the door page, the transition page)", the same color as the background color of the text;
8, the website The lack of original content, completely copying the hard copy of other people's content and so on.
Optimization of content editing
Internal optimization
(1) META tag optimization: for example: TITLE, KEYWORDS, DESCRIPTION, etc. optimization
(2) the optimization of the internal links, including relevance links (Tag Tags), anchor text links, the various navigation links, and image links
.(3) website content update: daily to maintain the station's updates (mainly article updates, etc.)
External optimization
(1) external link categories: blogs, forums, B2B, news, classifieds, posting, Q&A, wikipedia, community, space, WeChat, microblogging and other related information networks to try to maintain the diversity of links.
(2) external chain formation: add a certain number of external links every day, so that the keyword rankings steadily increased.
(3) chain exchange: with some of your website relevance is higher, the overall quality of the website exchange links, consolidate and stabilize keyword rankings.
Link optimization
One, the site structure optimization
1, the establishment of the site map
As long as possible, it is best to give the site to build a complete sitemap. at the same time, the link to the site map on the home page, so that the search engine can be very easy to find and crawl all the web page information.
Website Optimization
Website Optimization
2, each web page is up to four clicks away from the home page.
3. It is better to use text links for the navigation system of a website.
4, the link text in the site's navigation should accurately describe the content of the column.
5, PR delivery and flow of the entire site.
6, interlinking of web pages.
Two, how the search engine crawls the web page
1. (according to what rules, how to crawl)
2. Physical and link structure
3. URL static
4. Absolute path and relative path
5. Weight distribution of internal links and site map
6. Avoiding spider traps
Third, the link structure
The second structural form of the structure of the network: Link structure is also known as the logical structure, that is, there are internal links within the site to form a network diagram of the links.
The more reasonable link structure is usually a tree structure.
Four, keyword selection
Use the Baidu promotion assistant in the keyword tool to select the appropriate promotion of the word;
Do the survey to select keywords;
Through the view of the statistical logs to select keywords;
Long-tailed keywords;
Will be keywords for the multiple permutation;
Don't try to Use industry generic words;
Adept at using geographic location;
Determine the value of the keyword;
Long-tail keyword selection;
Timeliness of the keyword;
Analysis of competitors;
Some of the words are coming from Baidu's related searches and not keywords searched for by the user.
Optimization step-by-step editing
SEO technique is not simply a few suggestions, but a mental work that requires enough patience and meticulousness. Broadly speaking, SEO optimization is mainly divided into 8 small steps:
1, keyword analysis (also called keyword positioning)
This is the most important part of conducting SEO optimization, keyword analysis includes: keyword concern volume analysis, competitor analysis, keyword and website relevance analysis, keyword layout, keyword ranking prediction.
2, website architecture analysis
Website structure in line with the search engine crawler preferences are conducive to SEO optimization. Website architecture analysis includes: eliminating the bad design of the website architecture, realizing the tree directory structure, website navigation and link optimization.
3, the site directory and page optimization
SEO is not only to make the site home page in the search engine rankings, it is more important to make every page of the site to bring traffic.
4, content release and link layout
Search engines like to have a regular website content updates, so the reasonable arrangement of website content release schedule is one of the important skills of SEO optimization. Link layout is the entire site organically linked, so that search engines understand the importance of each web page and keywords, the implementation of the reference is the first point of the keyword layout. The link battle is also unfolded at this time.
5, and search engine dialog
To the major search engines landing portal to submit the site has not been included.
Website optimization
Website optimization
In the search engine to see the effect of SEO, through site:webmasters of the domain name, to know the site's inclusion and update. Through domain:webmasters domain name or link:webmasters domain name, know the site's backlinks. Better realization of the dialogue with the search engine, it is recommended to use Google Webmaster Tools.
6, the establishment of SiteMap SiteMap
According to their own site structure, the production of site maps, so that the webmasters of the site on the search engine more friendly. Let the search engine can pass SiteMap can access the entire site on all the pages and columns.
The best two siteMap, a set of customers to quickly find site information (html format), another set of search engines to facilitate the frequency of updates to the site, update time, page weight (xml format). The establishment of the sitemap and webmasters to the actual situation of the site in line.
7, high-quality links
Establishment of high-quality links, for seo optimization, you can improve the site PR value as well as the site's update rate, are very critical issues.
8, website traffic analysis
Website traffic analysis from the SEO results to guide the next SEO strategy, but also on the website of the user experience optimization also has a guiding significance. Traffic analysis tools, it is recommended to use analysis tools Google Analytics analysis tools and Baidu statistical analysis tools.
The above 8 steps is to insist. Don't be proud of the traffic, don't be discouraged. Efforts to move forward, learn SEO optimization, webmasters will be able to succeed.
Execution Difficulty
SEO various ways to implement the difficulty of difficulty rankings: 1. external chain construction; 2. content production; 3. writing blogs; 4. social integration; 5. SEO landing pages; 6. URL structure; 7. competitor research; 8. keyword research; 9. XML sitemap; 10. internal links; 11. Title markup; 12. Meta tags.
SEO strategy a few common phenomena
One:Sandbox
What is sandbox? Sandbox means usually refers to the new website in the early stage is difficult to have a good ranking in Google, the general time limit of about 6 months. Why is it in the sandbox? Usually the reason for entering the sandbox is that the website suddenly increases a large number of external connections.
Two: Bomb
What is a bomb? Bomb means that by creating a large number of external connections, the anchor text (link text) is all keywords. This will force the site to rise in the rankings. Why does the bomb exist? Because the search engine algorithm problems, a large number of anchor text so that the engine mistakenly believe that a site is the most consistent with the search request page. For new sites, the timing of adding anchor text than a one-time large number of anchor text can increase the weight of the site.
Three: Ghosts
What are ghosts? Ghost refers to the phenomenon of unstable ranking of new sites, high and low. Why is there a ghost? This is mainly because the search engine to prevent cheating caused. Another factor is the weight of the site.
Three:
What's a "sit-in"
What's a sit-in? The term "guilt by association" is an ancient form of criminal law, which in this case refers to being implicated by other websites on the same server or IP address. It is also a way for search engines to prevent cheating, in order to avoid the proliferation of link factories.
Five: Golden Triangle
The Golden Triangle refers to the google crawl keyword focus location is generally distributed in the upper left of the page, a triangle.
Six: snapshot archive
Snapshot archive refers to Baidu's snapshot was returned to the previous date of the snapshot.
Reasons: host space instability, changes to the home page of the site, abnormal links, Baidu algorithm adjustments, over-optimization, the use of SEO cheats.
Solutions:
Stable maintenance and update of the station's articles as well as off-site chain and link checking and timely updating adjustments!
Effects
Let more users find what they are looking for faster
Can make relevant keywords ranked in the front, to meet the needs of the user
Let the people who have the need to find the webmasters first
Provide the search results of the natural rankings, increase the credibility of
Let the webmasters of the site rankings naturally in the foreground, to increase the site Views, promote website publicity and business development
Increase the exposure of good websites, enhance the technology of web development
More convenient for people who do not understand the Internet or know little to find the Internet knowledge they need
Save money on Internet marketing for enterprises
Provide ecological self-marketing solutions for the website
Strategy
SEO strategy mainly includes keyword optimization, optimization of website structure and SEO whole site optimization and SEO whole site optimization bar content, focus on the optimization of internal and external links
Keyword optimization strategy
Keywords are the core of search engine optimization. The choice of keywords has a key role in the ranking of the website in the search engine. For e-commerce sites, users are required to easily access the information they want, and users generally search through the keywords, then in order for the search engine to read the information of e-commerce sites, webmasters need to set the keywords as follows:
First, with the name of the organization and the name of the service content.
Second, the keywords not only reflect the services that can be provided. Also include the problem that the product or service can solve.
Third, take the change of seasons into account.
Fourth, take spelling mistakes and dialect slang into account.
Fifth, describe the geographic location of the products and services. This is especially important for home management, flowers and gifts, wedding services, and website development.
Sixth, to consider sudden events. For example, earthquakes, snowstorms and so on. For "medicine" and other keywords are particularly sensitive.
Seventh, to consider highlighting the holidays and so on.
2. optimization strategy of the site structure and content
Optimization of the site mainly includes: site structure optimization, site tag optimization, site page optimization, in order to make it easier for search engines to search for webmasters' websites and focus on webmasters who want to rank the top keywords.
3. Focus on the optimization strategy of internal and external links
Hyperlinks will be dispersed network connected to a whole, for the search engine, a web page is linked to the number of times and the quality of links to the web page is to reflect the importance of the web page is a very important indicator.
Role
1, expansion of capital scale
2, optimization of the financial structure of enterprises
3, asset restructuring through SEO
4, adjust the product structure, promote industrial upgrading
5, brand protection
6, promotion (the main role)
7, for enterprises to save Network marketing costs