1. Website positioning
Before building a website, the first thing we need to do is a clear positioning of the website, which will bring a relatively high conversion rate of customer groups. Our purpose of building a website is for marketing. Only by focusing on one thing can we better display our website, so that the construction of website content will be relatively simple.
While doing SEO optimization, we must first confirm the final SEO goal of website optimization. Only with a clear goal can we better arrange specific work.
This goal can be long-term, strategically significant, or short-term, but whether it is short-term or long-term, our goal setting must be achievable. Don’t set a goal that cannot be achieved at all. Break down the goals into specific monthly, weekly, and daily stage goals.
The target population is people of all social levels, and the application of computer networks is relatively inconsistent. It is clear that the visitor population of the website needs to be promoted on the Internet. It is necessary to promote the brand promotion, effect promotion, and word-of-mouth promotion of disease treatment. The effect of natural optimization will be better than that of bidding.
2. Competitor analysis
Sun Tzu's art of war has said: "Know yourself and the enemy before you can survive a hundred battles." Before embarking on optimization, we must first understand the customer’s products and services, and study the situation of 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, the following key points are also written:
1. Basic data: the age of the website, the amount of inclusion, the rate of inclusion, and the freshness of the snapshot.
2. Site optimization: TITLE design, description writing, emphasized text, paragraph headings (H1, H2, etc.), URL processing, link depth, use of Nofollow, optimization of catalog pages and content pages, etc.
3. External data: number and quality of external links, total site external links, homepage external links, brand awareness.
It is recommended that webmasters or SEO personnel can use these aspects to establish a data model, record each item in detail, and write it into the plan.
3. Target group analysis to determine website keywords
Analyze and understand the group of users, which category the target users of the website belong to, and the target users required by different website properties are different. It is recommended that you do accurate customer marketing instead of SEO for SEO.
After determining the user group, start to research and analyze the keywords of the customer's website. The principle of selecting keywords is to be oriented by the users of the website. From the user's perspective, analyze the keywords they will use to search for the products and services of the website. At the same time It is also necessary to communicate with customers to determine the keywords of the website. The core keywords of the client's website do not have to be popular but accurate.
For the method of analyzing keywords, I suggest you start with the following points:
1. Research the keywords of competitors' websites
2. Keyword mining tool: Baidu background keyword query tool and Aizhan.com keyword recommendation mining tool are especially recommended here.
3. Search engine drop-down box and related searches. 4. Long-tail keyword mining on Q&A platform.
Fourth, develop website SEO optimization
Regarding how to formulate a website's SEO optimization strategy, I will briefly introduce you from two aspects: on-site optimization and off-site optimization:
1. In-site optimization
Generally speaking, the initial website will have unreasonable points, and the website needs to be modified according to the points of SEO optimization. Here is a brief introduction to the following points:
(1) Optimize the structure of the station
The structure of the website should be clear, the layout should be reasonable, reject the complicated code, reject a large number of JS scripts and FLASH animations, which will affect the opening speed of the website, and the column settings should be clear and easy to see, so that visitors can browse clearly.
(2) In-site links For website links and internal links, the following needs to be done:
a. Modify the dynamic station to static or pseudo-static (requires technical support)
b. Control the number of internal links to articles
c. The relevance of the linked object should be high,
d. Give relatively many links to important web pages,
e. Unified URL, use absolute path, do 301 redirection.
The benefits of this are: to facilitate browsing between pages, to improve the efficiency of search engine crawling, and the concentration of themes makes the keywords in the theme have a ranking advantage.
(3) SEO details optimization
For a professional SEO person, Ma Haixiang suggests that you also pay more attention to some SEO optimization details (for details, please refer to Ma Haixiang’s blog "Some optimization details that are most easily overlooked by SEO on the site"), such as:
a. How to write the title, the picture is my ALT tag
b. Reasonable layout of keywords and keyword density (in title, label, description text), and description settings.
C. Long tail keyword record sheet
d. Secondary navigation, directional anchor text, and the anchor text that appears for the first time on the inner page is blackened.
e. Do a good job in the relevance of the page content, and insist on updating the content of the original article.
(4) Analyze the key to competitors
a. Look at the website's internal and external links, whether the external link is strong, and whether the internal link article is well anchored.
b. Look at the position of the keyword in the title, whether it is repeated on the homepage, and whether the website is doing it around the word.
c. Look at the external links on the competitor's homepage
d. The location of the keyword distribution, the URL link (whether it is the main domain name or the internal page).
e. Look at the size of the website, the age of the domain name, the number of entries, and the update mechanism.
(5) Add a website map and make a 404 error page
When the spider enters the website, the site map is regarded as a good guide. The spider can easily enter every corner of the website. Therefore, we must establish a reasonable site map according to the requirements of SEO optimization.
The other is the 404 error redirect page. Regarding the 301 redirect file and the 404 page, many people will not do it, and some webmasters do not do the 404 return code. These two pages are still very important, as a reminder.
2. Off-site optimization
The off-site SEO optimization of the website is mainly through the construction of external links. The main ways are: friendship links, blog comments (messages), forum signatures (posting), question and answer platforms, encyclopedias, and classified information promotion.
Share with you some methods and platforms that often do external chain construction:
(1) Blog comments (messages) Self-built blogs-Sina, Sohu, Tianya, Netease, Baidu Space, and Hexun.
(2) Sign the forum and post some keywords and links-industry-related forums, webmaster forums
(3) Promote through classified information-58.com, Ganji.com, Baixing.com, Jinti.com, Yideng.com, List.com, Baiye.com, Jiujiu Information.com, City Classification Information Network, China Enterprise Record, Marco Polo, Mechatronics Home waiting.
(4) Encyclopedia-Baidu Encyclopedia, Soso Encyclopedia, Interactive Encyclopedia
(5) Questions and Answers-Baidu Know, Yahoo Knowledge Hall, Tianya Q&A, Search Questions, Qihoo Answers, Sina Love Ask Knowledge People and Post Bar)
(6) Pay attention to the dissemination of brand and information (publishing website soft articles and related recruitment information, etc.).
(7) Properly point relevant keywords to authoritative websites in the article to improve the trust of the website in search engines.
Finally, I remind everyone of webmasters or SEO optimizers that there are some precautions that should be paid special attention to when building external links on the website, such as:
(1) The link text contains keywords, pay attention to the diversification of keywords.
(2) Try to exchange with more relevant websites. The PR value of the other party should be greater than that of your own website. The fewer links the other party exports, the better.
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