If you want to successfully carry out SEO, you must always run through two main lines during the operation: one is to speed up the inclusion of the website, and the other is to improve the website ranking. Inclusion is a prerequisite. Only if a page is included can this page have a chance to participate in the ranking. The more pages a website has included, the higher the weight of the website, and the more beneficial it is to the overall ranking of the website. Overemphasis on SEO external links and neglecting the construction of the website itself will often make it difficult to achieve good optimization results. For the majority of SEOs, Yue Hao believes that the real technical content and core competitiveness is in-site optimization. Let’s talk about how to carry out good internal website optimization from the perspective of accelerating inclusion and improving rankings.
1. Website title and description optimization
Among the many SEO factors, website title and website description are undoubtedly very important. This is the main basis for search engines to judge the content of web pages, and it is also a key factor for search engines to rank websites. Title indicates the theme of the web page, and description provides a simple overview of the web page content.
In a website, if the title or description of each page is the same, it will be very detrimental to the inclusion of the website. Search engines may determine that there are a large number of duplicate pages on the website and refuse to include them. If your website leaves such a bad impression on search engines, it is not a good thing for rankings.
Website titles and descriptions that search engines like often have the following characteristics: 1. The title and description of each web page are unique. 2. The title and description of each web page can accurately convey the content theme of the web page. 3. Use simple and smooth words to describe, rather than stuffing keywords. 4. Reasonably lay out the keywords you want to optimize.
After all, our website is still for users to see. The title and description of the web page will appear directly on the search results page, and their user experience directly determines the click-through rate of the website. So when we write the website title and description, we must not forget to please the users.
2. Website URL optimization
The website URL is the URL of each web page. Search engines reach each page through the URL and then crawl the content. Bad website URLs tend to keep search engine spiders away, making it impossible for search engines to crawl the content of the web page. Long dynamic URLs with too many parameters are very detrimental to search engine crawling.
URLs are the bridge between search engines and web content, and have a great impact on website crawling. A good website URL must follow the following principles: 1. Use a simple directory structure and a short URL. 2. The same web page only corresponds to one URL. 3. The URL should have a certain explanatory meaning, such as containing the pinyin or English of a certain keyword.
A simple directory structure requires that the website level should not be too deep, and a short URL requires that dynamic URLs containing too many parameters are not used. For general websites, we should generate real static URLs for updated articles, which can greatly improve the crawling efficiency of search engines. Traditional CMS programs can easily do this, and it is not difficult to develop such website functions independently.
If the content of the website is large enough and the amount of updates every day is large enough, a large number of static pages may cause a considerable burden on our server. At this time, we must consider the pseudo-static nature of dynamic URLs. Forum programs like Discuz or CMS programs like Dreamweaver can achieve pseudo-static, but the configuration methods are different in different environments. One thing I want to remind everyone is that this is a very demanding job. If not done properly, it may cause a lot of trouble for crawling the website, so we should seek professional technicians to complete this work.
Many websites will include both URLs with www and URLs without www. If the two are evenly matched, it will not be a good experience for search engines, and the weight will be dispersed. Therefore, we should determine a preferred domain for the website and tell the search engine which is my main domain name. Taking the preferred domain setting for a URL with www as an example, you can use the following methods: 1. Submit the URL with www in the xml map of the website. 2. Actively set the preferred domain name in a background such as Google Webmaster Tools. 3. Perform a 301 permanent redirection of the URL without www to the URL with www. 4. Make sure that every URL link in the website has www.
3. Website navigation optimization
A website often has many pages, and a clear website navigation can help search engines find all website pages smoothly. If the website navigation is not clear, search engine spiders may get lost and may not be able to find their way at all, let alone crawl data and include the web pages.
Clear website navigation is important for search engine crawling and for users to quickly find what they need. Search engines often judge the status of a page by its position in the entire website. Therefore, reasonable website navigation can transfer website weight to the most important pages. Tips: This article was originally created by Yue Hao, a member of the Top 10. I am mainly engaged in online marketing. If you want to see more articles by the author, please search for "Yue Hao". Please retain this copyright information when reprinting.
A website navigation that not only complies with SEO principles but also achieves a good user experience should include the following key points: 1. The navigation should be clearly organized, but not too detailed, and should be able to help users quickly find the content they are looking for. 2. Group web pages with related content under the same navigation. 3. Try to use text in navigation and avoid using images, Flash or drop-down menus. 4. Use breadcrumb navigation to tell users where they are on the website at any time. 5. Create separate site maps for search engines and website users.
A site map is used to tell users and search engines which pages are most important. First we should place a map in html format on the website, which contains links to all important web pages in the website. And we should reasonably classify these web links, mainly to improve user experience. Search engines will also access many internal pages through this map. Maps in Xml format are mainly submitted to search engines. We can use some Sitemap generators to directly create xml maps. Finally, we should write the URL of the xml map into the robots file or submit it to the Google webmaster backend.
4. Website content optimization
The content that search engines like most is high-quality original content. High-quality content can often better meet user needs and provide users with a better access experience. Content that users like is often also liked by search engines. After all, the ultimate purpose of search engines is to serve users.
How do search engines judge the content quality of a website? 1. The click-through rate of a website on the search results page. 2. The length of time users come to the website, the number of pages visited, and the bounce rate. 3. The number of times the website content has been reproduced and shared.
Original content is very beneficial to increasing the weight of the website. Yue Hao thinks one thing everyone should understand is that when search engines come to a website, they first look at the quality of the website content, and secondly they look at whether the website content is original. If you can only do one of originality and high quality, then first improve the content quality of the website. Original content is content that is unique and has not appeared on other websites before. Such content can often highlight the website's own differentiation and make it stand out from many competitors. Search engines can often better determine which websites are Internet content sources and give such websites a higher weight.
Whether from the perspective of SEO or the user, we should first understand the user's search habits and know which words users often use to search for related topics. Therefore, we must make good use of Baidu keyword recommendation tools, Baidu index, Baidu related searches and Google AdWords keyword tools to understand users' search habits and layout these keywords in our website content. Only in this way will our content have a chance to be displayed to users when they search for a relevant keyword. A mature SEO will often research a large number of long-tail keywords and write content for the website based on these keywords. This method can often bring a large number of precise users to the website.
When planning website content, we must grasp a core principle, which is to maintain a high degree of relevance of website content. Therefore, we need to group the content of different themes into different channels or navigations. This will not only help users quickly find the content they need, but also help optimize the ranking of the website. This is why search engines particularly prefer the topics of some news websites and give such topics high weight and good rankings. Because such topics are often highly relevant and can well satisfy users' acquisition of a certain type of information. The principle of website relevance is actually the most important principle that affects keyword rankings. For specific content, please refer to the author's other article "Three Core Principles Determining SEO Rankings."
5. Website anchor text optimization
Website anchor text is the text link in the website and is also an important part of the website content. He can clearly tell search engines what kind of content the linked page contains. The text navigation of the website, the title links in the columns, the relevant links in the articles and the friendly links of the website all belong to the category of website anchor text.
Anchor text is of great significance to both search engines and users. Search engines determine what the main content of a page is, starting with the anchor text. The more anchor texts a website has on a certain keyword, the higher the ranking for this keyword tends to be, including of course off-site anchor texts. Therefore, the text in the anchor text should have a certain explanatory meaning and be able to tell users and search engines what the main content of the linked page is. Placing keywords in the anchor text of the site is also very beneficial to SEO ranking.
When we set the anchor text in the site, we should follow the following principles: 1. The text of the anchor text can explain the main content of the linked page. 2. The anchor text should use short words rather than a long sentence or paragraph. 3. Make your anchor text obvious and different from the ordinary text around it. 4. Don’t link to junk sites that are of no value to users.
6. Website image optimization
Search engines themselves cannot obtain effective information from images. In the eyes of search engines, an image is a collection of pixels with different colors. If there are some pictures on our website, we should artificially tell search engines what the pictures are about.
There are two main ways to convey image information to search engines. One is the name of the picture, and the other is the alt attribute of the picture. From the perspective of compatibility, picture names should still be based on letters, but pictures can be named with some explanatory pinyin or English. Search engines will use the name of the image to determine what the image is about. The alt attribute of the image is also very important. This is the main basis for search engines to judge the content of the image. The benefits of anchor text for SEO ranking are obvious, and the alt attribute of the image link is like adding an anchor text to the image, which can also play a role in optimizing rankings.
The text in the alt attribute of the image should not be too long. Instead, use short phrases or keywords that can express the theme of the image. Be sure not to pile a large number of keywords in the alt attribute, and do not write the alt attributes of all images on the website exactly the same. Each image should have a unique alt attribute.
Author information: Yue Hao, member of Push and Blue Beacon. If you want to read more articles by the author, please visit www.yuehao9.com . Copyright statement: Free reprinting is welcome. Please retain the original author information when reprinting. Thank you for your cooperation.
Editor in charge: Yangyang author Yue Hao’s personal space