Zhang Yu, the editor of Shenzhen website construction and website production company, has sorted out eighteen online promotion methods in website construction for everyone after a lot of theoretical practice:
1. Web page title
The number of words in the title of the web page should be 8-20 words, and no more than 25 words (including punctuation); the title should contain at least 1 important keyword; try not to use punctuation marks in the title. If it is really necessary, English punctuation can be used; the title of the web page should be suitable Appear completely in the text; try not to use web page titles that have appeared many times on the Internet, unless the concept definition cannot be changed. The title of the web page should reflect the content of the web page in a concise and summary manner, and can be provocative and attractive.
Suggestion: Each page of the website should have an independent title. Each page of the corporate website should have an independent title. This is one of the problems that often occurs on corporate websites. In addition, the title of each web page should also contain keywords.
2. Meta tag
About 50-100 Chinese words; use English punctuation marks; META description is extracted from the main text, which can be the content of a continuous paragraph, or it can be composed of two sentences extracted from two paragraphs; META description It contains the original text of the title or is roughly similar; the core keywords described by META appear 2-5 times/piece.
Recommendation: The META tag should be the same as the web page title. Each page should have an independent description and should try to match the content of the current page. For search users, the META description directly affects whether the user clicks, so the META description should be as provocative and attractive as the title of the web page.
3. Bold text
Search engines attach great importance to bold text and think that this is very important content on this page, so your keywords appear in one or two bold text.
Suggestion: During the website design process, try to avoid designing important titles as pictures, and avoid using pictures to reflect the important content of the web page.
4. Navigation design
The website should have a clear navigation bar through which links can be used to access each page of the website.
Suggestion: Dynamic sites can be easily crawled by search engines through the technology of generating static pages. The site map should link to the main page as much as possible.
5. Keyword selection
Develop keywords suitable for the website based on competitor keyword analysis results and user search behavior.
Recommendation: Choosing keywords for your website is an extremely important step in promotion. First of all, we must determine the core keywords of the website. The core keywords are those that users search frequently and can bring a large number of users from search engines. Secondly, clarify the long-tail keywords of the website. Long-tail keywords are those that are not searched frequently by users, but are large in number and distributed on multiple pages. Cumulatively, they will bring in many users. Finally, keyword combinations are performed based on the user's search behavior to ensure coverage of more search users.
6. Keyword density
The density of keywords is generally 1%-7% which is more appropriate.
Suggestion: The keyword density should be appropriate. You should not pursue the search engine optimization effect too much and pile up keywords, nor should you ignore the density of keywords.
7. Distribution of keywords
Distribute keywords that users may search to different pages based on page characteristics.
Suggestion: Keywords need to be distributed in an orderly manner. All keywords cannot be listed or stacked on the homepage or one page. This will not only be detrimental to improving the ranking of the overall keywords in search engines, but will also disperse the weight of the keywords. Keywords should appear in the text content of the homepage of the website, and the distribution of keywords should be focused on according to the reading habits from left to right and top to bottom.
8. Product classification
The core content of a corporate website is information surrounding products/services. In order to make it more convenient for users to obtain information, the product information on the corporate website should comprehensively reflect all series and various models of products. Product information can also be divided into different sub-columns according to product categories to facilitate users to quickly query product information.
Suggestion: Good product classification will meet the psychological needs of users and is an optimization of user experience.
9. Product description
It is not enough for the product information on the corporate website to only have catalogs and pictures. A detailed text introduction of the product is required. A user's purchasing decision is a complex process, which may be affected by multiple factors. Therefore, in addition to basic information such as product model and performance, companies include other information that helps users generate trust and purchase decisions. It can be published on the corporate website in appropriate ways, such as testing and identification by relevant institutions and experts, user comments, relevant product knowledge, technical information, etc. The more comprehensive product information is, the more helpful it is for customers to make judgments and generate trust. The introductory information should be mainly text to facilitate search engines to obtain the web content without affecting the page download speed.
Recommendation: If your website is product-oriented, it is very important to improve the product description.
10. Website content
Website content promotion strategy refers to using the content of the website itself as a promotion strategy. Its essence is to combine the content strategy of the website with the promotion strategy, so that the website content not only provides users with valuable information, but also provides valuable information for the website itself. Promotion works. The website promotion strategy using content as a means is to increase the effective content on the website as much as possible. Rich website content can help users obtain effective information.
Suggestion: Keeping web page content updated can increase the frequency of search engines visiting the website, provide your users with valuable website content, and increase users' stickiness to the website.
11. Website functions
Providing valuable website functions and website services is also an effective means of website promotion. In addition to the basic functions of the website itself, the expanded functions will attract users. For example, some websites have added functions such as IP query and mobile phone number query to retain users. Live customers.
Suggestion: Improve the functions of the website itself, and based on this, add new functions based on user needs to retain your potential users.
12. Web page layout
Reasonable div+CSS web page layout can streamline web page code and is a new web standard.
Suggestion: Try to avoid the traditional table layout. Secondly, if the web page contains a large amount of javascript code, it must be called in the included file .js. Do not display large amounts of text information through Javascript code. In addition, frame technology should also be avoided as much as possible. Although frame technology can simplify the design of the page, it is not friendly to search engines.
13. Image optimization
The website needs certain picture support, and proper optimization of the pictures is also a way of promotion.
Suggestion: The alt attribute of the image cannot be empty and reflects the keywords.
14. Related websites
Associated websites usually refer to independent websites (including websites with second-level domain names) owned or controlled by the same organization, but these websites have mutual promotion relationships. Affiliate website promotion is the secret "secret" of success for many Internet companies (or companies that use the Internet as their main marketing method). Of course, some websites rely too much on affiliate website promotion, and even use affiliate links that search engines define as cheating methods. The results may be affected. Search engine penalties (websites are cleared out of the search engine index library), and some websites are only for the purpose of increasing traffic (rather than effective user visits), making associated websites a tool for each other to improve website traffic rankings.
In some large product-oriented enterprises, the promotion strategy of affiliated websites is widely used. For example, Haier Group has 22 affiliated websites. Each independent website carries out thematic publicity and promotion for different products, which is more targeted. sex.
Suggestion: If the company is product-oriented or dedicated to services in a certain field, it can promote it in the form of associated websites. Associated websites can increase the chance of being discovered by users in search engine search results and facilitate the promotion of individual products. The link advantage of associated websites can add external resource links to the website and increase its exposure in search engines.
15. Website internal links
Websites should consciously link important page keywords to other pages to increase the PR value of corresponding pages, such as related article pages after the end of an article.
Suggestion: Internal links on a website are a process of self-trust, and clear and orderly internal links are a sign of friendliness to search engines.
16. Website external links
High-quality external links will increase the website's weight in search engines, gain the opportunity to be included in search engines, and improve website search rankings.
Recommendation: Get as many high-quality external links as possible.
17. Site map
Suggestion: Place the site map in the root directory and provide links to the main content. The number of links should not exceed 100. If the number exceeds 100, it will be split into multiple web pages.
18. Traffic monitoring tools
Through traffic monitoring, we can observe the search behavior of a website's potential customer groups, website stickiness, and content that users are interested in. Therefore, traffic monitoring tools play a very important role in online promotion.
Recommendation: Use third-party traffic monitoring tools, develop promotion plans and operation tables, and analyze user search behavior
Make corresponding promotion plans for, and content of interest to.
Source: Shenzhen website construction, website production company Internet marketing planning-Zhang Yu’s Sina blog
Editor in charge: Yangyang The personal space of the author McKinsey En Marketing Planning Co., Ltd.