In my last column, I talked about Google and its webmaster tools (Google Webmaster Tools). However, considering that readers may not be familiar with this tool – they don’t know what it is, how it works, and how to use this tool to effectively carry out their own work, so this week, I decided to introduce Google Website Management to you. Employee Tool (hereinafter referred to as GWT).
Introduction to GWT
Google has created a suite of tools and resources to help administrators monitor their website's performance on Google and maximize potential traffic.
Google Webmaster Tools are essentially a way for website owners to ensure that Google can easily find, crawl, index, and categorize their site appropriately. GWT can provide website owners with detailed reports on their website's search visibility, which can be used to improve the website's content. Once website owners create an account on the tool and verify their site, they can log in to view these reports at any time.
Benefits of GWT
GWT can help you answer the following questions:
1. How does Google “see” or understand your website?
2. What keywords do they associate with your website content?
3. How do you internally connect the various pages on your website?
4. Are there any errors or issues that would prevent Google from crawling and indexing your entire website content?
5. How is your website being searched, and how do users understand your website?
6. What search keywords can be used to find your website in the search results?
7. How often does your website appear in search results?
8. How often do users click on your website?
9. What are the most successful/popular pages on your website?
10. How do external websites interact with your website?
11. Which external websites can link to your website?
12. Is your website at risk of being infected by malware?
In addition to providing some insightful data to answer your questions above, GWT makes it easier to report your site to Google using Sitemap (uploading an xml sitemap, which makes it easier for search engines to crawl your site).
How to use the tools
Next, let's take a look at what existing tools or reports are available in GWT, and provide some examples as a reference to guide you on how to use this data.
Report
1. Search queries – queries that can export your website and generate click-through rates.
2. Potential problem: When your website clearly appears in the search results for most of the important keywords you set, but users do not click on your website.
3. Potential countermeasures: Consider resetting the title and description of your web page to make it more relevant or attractive to users, which may increase the click-through rate of users.
4. Inbound links to the website – which websites will link to the pages of your website.
5. Potential Problem: Discount or deal sites are the most common inbound links to your website, but they usually link to your homepage.
6. Potential countermeasures: Look for ways to increase the prominence of promotional web pages and add some content-related promotional activities throughout the website, because you know that some users will be interested in this content.
7. Keywords – The most important words that Google finds on your website.
8. Potential Problem: Google’s view of your website does not include your entire product line or service.
9. Potential countermeasures: Create some additional content for those product lines or services that have been overlooked, and provide users with some high-value content to encourage inbound links. You want to make sure that this page or link has a good location within the overall layout of your website and is easily clickable for various internal links.
10. Internal links - links in the URLs of various web pages within the website.
11. Potential problem: There is only one link on the website that points to the quote page, and this page is obviously very helpful in generating traffic.
12. Potential countermeasures: Add more relevant links to the website pointing to that web page. For example, after a paragraph that describes your product, add a link that says "See a quote now!"
13. Subscriber statistics - the number of users who subscribe to your website resources (for example, the number of users using Google Reader).
14. Potential discovery: Not many users subscribe to your website.
15. Potential Actions: Make sure your website content is constantly updated so users have a reason to subscribe. Actively promote your resources so others are aware of your site.
diagnosis
1. Malware - Check whether your website has been compromised or contains suspicious software.
2. Countermeasures that can be taken: If Google suspects that there is a hacker or suspicious software on your website, then work with your IT team, or hire a third-party tool to confirm and remove the malware, and/or apply for additional encryption to prevent future hackers. of invasion.
3. Crawl Errors – List any web pages that Google may not be able to access.
4. Possible countermeasures: Highlight the content emphasized by Google in the web page to ensure that all content in the web page can be crawled and retrieved by Google and other search engines.
5. Crawl status - lists the content of the website that was recently crawled by Google (past 90 days).
6. Possible countermeasures: Determine whether Google is crawling content you don’t want crawled (for example, outdated or confidential information), then update your robots.txt file to limit Google’s crawling to only those on the site specific content.
7. HTML suggestions - Suggest ways to improve the HTML on your website (for example, page titles, descriptions, and non-indexed content).
8. Countermeasures that can be taken: Highlight those matters emphasized by Google on the web page to improve the ranking of your website (for example, if your website has the same description in multiple web pages, then you should use different description methods) .
use
Getting started with GWT is still very simple. If you already have a Google account, you can use that account to log into Google Webmaster Tools (if not, just create a Google account, account registration is completely free). Next, enter your website's URL there (be sure to enter the full URL, including the http://www part) and give your site a name (this is just to distinguish your site from other sites). Finally, before you have access to your website data, you must choose one of the following methods to verify that you are indeed the website owner:
1. Google Analytics tracking code
2. DNS TXT record
3. HTML files
4. Meta tag
If you already have Google Analytics installed on your website, these options are probably the easiest. All in all, you can use a very useful set of tools in just a few simple steps