In search engine optimization, SEO strategy affects the final optimization results.SEO strategy is important whether for small and medium-sized websites or large websites, and for large websites, the development of a good SEO strategy is particularly important.
Part I: Keyword Analysis
Keyword analysis is a lesson that all SEOs must master, and although large websites have a huge amount of data, every page needs to be analyzed for keywords, and in addition to SEOs, planners and editors need to have a certain level of keyword analysis.
The basic principles of keyword analysis:
1, the investigation of the user's search habits: this is an important aspect, only to understand the user's search habits, in order to put my user's search needs, what do users like to search? What search engine?
2, the keywords can not be too broad: keywords are too broad will lead to fierce competition, spend a lot of time but not necessarily get the desired effect, and may reduce the relevance of the keywords.
3, the keywords can not be too cold: think, no user search keywords, it is worth to optimize?
4, keywords and page content to maintain a high degree of relevance: this is conducive to both optimization and user-friendly.
Steps in the selection of keywords:
1, to determine the core keywords: we should consider which word or two words can most accurately describe the content of the page? Which word users search the most?
2, the expansion of the definition of the core keywords: such as the core keywords of the alias, second only to the core keywords of the combination, the core keywords of the auxiliary and so on.
3, simulate the user's thinking to design keywords: imagine yourself as a user, then I will go to search for what keywords?
4, research competitors' keywords: analyze the ranking of the competitors' web pages, what keywords they use?
Part II: Page Reverse Optimization
Why do reverse optimization? Because the value of on-page optimization is generally different in large sites than in small and medium-sized sites. Taking into account a variety of comprehensive factors (such as branding, page content, user experience, etc.), most of the page optimization value of a large website presents a reverse order, namely: final page > topic page > column page > channel page > home page.
How to allocate keywords for each page? Usually the situation is like this:
1, the final page: for the long-tail keywords;
2, the topic page: for the popular keywords, such as "Jay Chou";
3, column page: for fixed keywords, such as "music audition";
4, channel page: for the core keywords, such as "music";
5, home page: do not assign keywords, but rather focus on branding.
After keyword allocation, we can add matching internal links in the final page as an aid, which is the advantage of internal links in large websites.
The third part: the front-end search engine friendly, including UI design search friendly and front-end code search friendly two points
1, first of all, look at the UI design of search engine friendly: the main thing to do is to make the navigation is clear, as well as the use of flash and images, etc., in general, the navigation and the part of the keywords with the use of flash and images is not suitable, because most of the search engines can not crawl flash and images. search engines can not crawl flash and pictures of the text.
2, and then the front-end code search engine friendly:
a, the simplicity of the code: search engines like simple html code, so more conducive to analysis.
b, important information in the front: refers to the keywords and frequently updated information as much as possible to choose to appear in the html in the front position.
c, filtering interference with information: the page of a large site is generally more complex, a variety of advertisements, cooperation, exchange of content and other information without relevance is more, we should choose to use js, iframe and other search engines can not be recognized by the code to filter out this part of the information.
d, the code of the basic SEO: this is the basic SEO work, to avoid html errors and semantic labels.
Part IV: Internal Linking Strategy
Why emphasize internal linking strategy? Because the internal link has the following advantages:
1, the massive amount of data on large websites makes the advantages of internal links far greater than external links. The number of external links may be a few thousand tens of thousands of hundreds of thousands, but the large site has millions of tens of millions or even hundreds of millions of massive web content, if these massive web pages to do the construction of internal links, the advantage is very obvious.
2. It is very easy to export links between web pages in a website.
3, improve the search engine crawling indexing efficiency of the site, enhance the inclusion, but also conducive to the delivery of PR.
4, centralized theme, so that the theme of the keywords in the search engine ranking advantage.
In the construction of the internal chain, the following principles should be followed: 1, control the number of articles within the chain: interspersed in the article links can be controlled according to the amount of content in the 3-8 or so. 2, the relevance of the link object to be high. 3, to give more attention to the important web pages: so that the important more keyword-valued web pages to get better rankings. 4, the use of the absolute path.
Part V: External Linking Strategies
While emphasizing the construction of internal links on large websites, we cannot neglect the construction of external links. The construction of external links is not as important as that of small and medium-sized websites, but it is also of high value. Usually, you can exchange links, create link bait, and put in soft articles with links and other methods to build external links.
1, to see what principles should be followed to exchange links:
a, the link text contains keywords; b, try to high relevance with the site, the channel exchange link; c, the other site export link number can not be too much, too much if there is not a lot of value; d, to avoid and not included in the search engine as well as penalized by the exchange of links to the site
2, to manufacture Link bait: create link bait is a labor-saving work, which makes the other site initiative for us to add links. Manufacturing link bait skills are many, but can be summarized in two words: creativity.
3, with a link to the soft text placement. Refers to the business promotion or for the purpose of specifically in order to get the external link and the placement of soft text with links.
Part VI: Site Map Strategy
There are many large sites do not pay attention to the construction of the site map, a number of large sites on the site map is just perfunctory, do a pose. In fact, the site is very important for large sites, large sites of massive data, complex site navigation structure, very fast update frequency makes the search engine can not fully crawl all the pages. This is why some large sites have millions of millions or even hundreds of millions of data, but only be included in the search engine site data volume of half, one-third or even less of an important reason. Even the inclusion can not guarantee, how to do ranking?
Html map:
1, for search engines to establish a good navigation structure.
2, Html map can be divided into horizontal and vertical navigation, horizontal navigation is mainly channels, columns, topics and other links, vertical navigation is mainly for keywords.
3. Each page has a link to the site map.
Xml sitemap: mainly for Google, yahoo, live and other search engines. Because the large site data is too large, a single sitemap will lead to sitemap.xml file is too large, more than the search engine tolerance. So we have to split sitemap.xml into several, each split sitemap.xml is kept within the search engine recommendations.
Part VII: Search Engine Friendly Writing Strategies
Search Engine Friendly Writing is a critical part of creating massive amounts of data for good search engine rankings. It is impossible for SEOs to come up with SEO suggestions or programs for every web page, so training for writers is especially important. If all writers were to write on search engine friendly principles, the results would be horrific.
1, the writing staff to repeat training: writing staff is not SEO, no experience, it is impossible to once on the comprehension of SEO writing skills. So the writing staff to repeat the training to achieve results.
2, the creation of content to think about what users will go to search for, for the user's search needs and writing.
3, pay attention to title, meta writing: for example, Meta although the weight of the search engine has been very low, but bad meta writing such as piling up keywords, keywords and content is not related to the behavior instead of a negative effect. And Title's weight is higher, try to incorporate keywords in the Title.
4, content and keyword integration: in the content should be appropriate to incorporate keywords, so that the keywords appear in the appropriate location, and maintain the appropriate keyword density.
5, for the keywords to join the link is very important: for the relevant keywords to join the link, or for the keywords appearing on this page of other web pages to join the link, you can make good use of the advantages of the internal chain.
6, for the keywords to use semantic tags:
Part VIII: log analysis and data mining
Log analysis and data mining is often overlooked, in fact, no matter whether it is a large site or a small or medium-sized site, is a very meaningful work. Just a large website log analysis and data mining work to be more difficult, because the amount of data is too large, so we have to have enough patience to do the work, and to be targeted.
1, website log analysis: website log analysis of many kinds, such as the source of access, browser, client screen size, entrance, bounce rate, PV and so on. SEO work with the most relevant are the following three: a, search engine traffic import; b, search engine keyword analysis; c, statistical analysis of user search behavior
2, hot data mining: we can analyze their own Web site logs, as well as some of the external tools and SEO's own grasp of the hotspot of the ability to mine hot data. Hot spot data mining mainly has the following means: a, grasp the industry hotspot, can be edited and SEO *** with the completion of; b, predict the potential hotspot, the sensitivity of the information required for a high degree of sensitivity to be able to predict the potential hot information. c, their own hotspot, such as hype; d, for the hotspot to create a topic
Part IX: keywords for the creation of the topic
In addition to the final page. Various topics created for hot keywords should be used as the second largest source of search engine traffic for the site. After we have mined the hot data, we can create features for these popular keywords. Where does the content of the produced feature page come from? We generally through the program to achieve the corresponding keywords related information for screening and aggregation, which makes the content and keywords highly compatible, for the user, for the search engine are provided with the required content.
Of course, only to establish a topic without the auxiliary means is difficult to ensure that the topic of search engine ranking, we can through the article in the chain, channel page recommendations, or the final page of the topic recommended to get links to achieve results.
1, for the hot keywords to create a topic
2, keyword-related information aggregation
3, supplemented by the article in the chain to import links
The last point is to practice.