What does SEO mean? What exactly does it mean?

SEO is the abbreviation of English SearchEngineOptimization, and Chinese translation is "search engine optimization". SEO refers to in-site optimization, such as website structure adjustment, website content construction, website code optimization, and off-site optimization, such as off-site promotion and website brand building. , so that the website can meet the requirements of search engine ranking and improve the ranking of keywords in search engines, so as to attract accurate users to enter the website, get free traffic, and generate direct sales or brand promotion.

The full name of SEO: SearchEngineOptimization, namely search engine optimization. In order to explain what a website is a search engine optimized website, websites that are not optimized by the search engine of the webmaster are divided into the following characteristics:

1. Rich media forms (such as pictures or Flash) are widely used in web pages, 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.

optimizing content

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Internal optimization

(1) Meta tag optimization: for example, optimization of title, keywords, description, etc.

(2) Optimization of internal links, 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, etc. Try to keep the diversity of links.

(2) External link construction: A certain number of external links 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 website 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

2. Click on the homepage for up to four times to reach each webpage.

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 this column.

5. The whole station public relations communication and process.

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 crawl)

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 select words suitable for promotion;

Do research and choose keywords;

Select keywords by viewing statistical logs;

Long tail keywords;

Keywords are arranged and combined in various 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 steps

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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 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 to update website content regularly, so it is one of the important skills of SEO optimization to arrange the publishing schedule of website content reasonably. Link layout organically connects the whole website together, so that search engines can understand the importance and keywords of each page. Real-time reference is the first keyword of layout. Friendship ties movement was also launched at this time.

Step 5 talk to search engines

Submit unlisted websites to the login portal of major search engines.

Website optimization

Look at the effect of SEO in search engines, and learn about the collection and update of websites through the domain names of site: webmasters. Understand the reverse link of the website through the domain name: 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 the Google Webmaster tool.

6. Create a website map.

Make a website map according to your own website structure, so that the webmaster's website is 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 site maps, one is convenient for customers to quickly find website information (html format), and the other is convenient for search engines to know the update frequency, update time and page weight of the website (xml format). The established website map should conform to the actual situation of the webmaster 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 also has guiding significance for optimizing 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 webmasters will certainly 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 new websites to get a good ranking in Google in the early days, 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 means that by establishing a large number of external links, anchor texts (link texts) are all keywords, which leads 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 can 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 being involved with other websites with the same server or IP address. It is also a search engine to prevent cheating, so as to avoid the spread of link factories.

Five: Golden Triangle

The golden triangle means that the key positions of Google's keywords are generally distributed in the upper left corner of the page, which is a triangle.

Six: snapshot back to file

Snapshot rollback means that Baidu's snapshot is restored to the previous date.

Reasons: unstable host space, website homepage changes, abnormal friend links, Baidu algorithm adjustment and over-optimization, and cheating by seo.

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

It can make related keywords rank high and meet the needs of users.

Let those in need find the webmasters first.

Provide natural ranking of search results and increase 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 website development technology.

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 website optimization, SEO whole website 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 usually search by keywords. Therefore, in order to enable search engines to read the information of e-commerce websites, website administrators need to set the keywords as follows:

First, use the organization name and service content name.

Secondly, 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 take into account the seasonal changes.

Fourth, spelling mistakes and dialect slang should also 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. It is particularly 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, so that search engines can search webmasters' websites more easily 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 links 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.

meaning

What is the purpose of SEO? SEO seems a bit of a conspiracy, doesn't it?

search engine optimization

SEO creates accessible and useful websites. Good search engine optimization practice will make the website more practical, easy to access and more friendly to search engines. However, unruly SEO marketing enterprises will use black hat SEO technology (junk technology), which brings a bad reputation to SEO. However, the same is true of any kind of marketing: there are good and bad methods to promote products, and sometimes the bad methods are more effective-but only in the short term.

Deceiving search engines through black hat SEO technology is a dangerous road, which will bring bad user experience. Therefore, this series only focuses on white hat SEO technology. Using white hat SEO technology, you and your users will benefit. This is a win-win approach.

SEO is very important for commercial websites.

If your business is online, the survival of the enterprise depends on the degree of attention of the website. If people can't find a business website at all, how can they buy things from it? In addition, the problem is not just to let potential customers find your home page and navigate through drop-down menus, links or any other content in the website. In the past, if you had an excellent main index page, people would flock to it and browse patiently until they found the information they needed, but this is no longer the case.

SEO is also very important for enterprises whose business is not online.

The market competition is becoming more and more fierce, and there are more and more people surfing the Internet. Not only computers can surf the Internet, but also more and more mobile phone users and more people shop online.

Optimize ranking

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For many webmasters who want to maximize the added value of their websites, they can read the coding guide published by search engines and W3C. By following this guide reasonably and effectively, it is not difficult for a website to frequently update effective original content and create several practical and meaningful import links to obtain considerable basic search traffic.

When a website has useful content, other website members will naturally link to the website, thus improving its page level and visitor flow. When visitors find a useful website, they tend to introduce it to other visitors through email or instant messaging links.

The working principle of search engine spider

Search engine spiders find web pages by linking addresses.

Website optimization

Search engine spider names vary with different search engines. Then its principle is to grab the content of a web page from an initial link, and also collect the links on the web page, and take these links as the link addresses it will grab next, and so on until a certain stop condition is reached. The setting of stop conditions is usually based on time or number, and the crawling of web spiders can be limited by the number of links.

At the same time, the importance of page information is an objective factor, which determines the spider's retrieval of the website page. The spider simulator of search engine in webmaster tools is actually this principle. Based on the working principle of spiders, webmasters will naturally increase the number of keywords appearing on the page. Although the density has changed, it has not reached a certain change for spiders. This should be avoided in the process of search engine optimization.

influencing factor

With the participation of 37 excellent SEO experts from abroad, we commented on the important factors affecting Google's ranking by voting. This choice is very valuable. Although not all 200 Google ranking factors are listed, 90%-95% important components of Google ranking algorithm have been included.

positive factors

Detailed description of the classification of ranking scores

1 keyword

Use of (1) keywords in website titles

(2) Application of keywords in web pages.

(3) Correlation between page content and keywords (semantic analysis)

(4) Use of keywords in the H1tag.

(5) Use of keywords in website domain names

(6) Use of keywords in page URL

(7) Use keywords in the title tag, such as H2 and H3.

8) keyword optimization of pictures

(9) Use of keywords in meta-description

Use the keyword (10) in the meta keyword.

2 external links

(1) Anchor text of external link

(2) Link popularity of external link page itself

(3) External Link Page Theme

(4) Link popularity of external link pages in the website community of related topics.

（5）

(6) The surrounding text of the link

(7) Link popularity of external link pages under the same domain name.

(8) Time of creation and update of external link

(9) The particularity of the domain name of the external link website.

(10) PR value of external link websites

3 website quality

(1) The popularity and universality of external links on the website

(2) the age of the domain name (calculated according to the index of the search engine)

(3) The relevance between the content of external link pages and keywords.

(4) Link popularity of topic-related websites.

(5) The rate of generating new external links.

(6) Number of websites included

(7) Relevance between keywords queried by users and website themes (to prevent Google bombing)

8. User behavior

9. Google's artificial authorization weight

(10) Particularity of domain names (e.gov, etc. )

(1 1) The rate at which new pages are generated.

(12) Number of times users searched the website

(13) Has the website passed the GoogleWebmasterCentral certification?

4-page quality

(1) internal link structure of the website

(2) Quality and relevance of exported links

③ Age of the page

④ Quality of page content

⑤ the structural level of the website

(6) The frequency of the "/"symbol in the 6)URL.

(7) correctness of spelling and grammar

(8) Has the 8)HTML code passed W3C certification?

5 the use of the weight tag strongheading tag in the page content

6 nofollow Tags The use of nofollow tags in page links and meta.

7 Baidu search engine optimization

negative factor

A detailed description of the ranking score

1, the server often does not respond;

2. It is highly repetitive with what Google has already included;

3. Link to low-quality or junk websites;

4. There are repeated META tags on a large number of pages of the website;

5. Over-writing keywords;

6. Participate in link factories or sell links in large quantities;

7. The response time of the server is very slow;

8. The frequency of major meta-changes of web pages is too high;

9. Very low traffic and poor user behavior;

10, keyword layout skills in SEO optimization