Dear friends, hello everyone! I am very happy that the Zern "World Famous Shoe Taobao Customer" promotion competition has come to the second season. I think I had a lot of fun with my participating friends and the organizer in the first season. It's fun to be happy. So coming to the second season, I think that in addition to meeting with you every week on the broadcast, it is also necessary to share some of my personal thoughts in this field on various platforms, and everyone is welcome to communicate with me.
What is semantic analysis?
A search engine is a machine that follows a written program. One of the basis of search engine ranking is the correlation between keywords and web pages. As an SEOer, we must have a certain understanding of search engine ranking algorithms in order to truly talk about optimization and do SEO not for SEO's sake.
Artificial intelligence semantic analysis (also called semantic indexing) is a technology that performs summary analysis of web page text. By reading the text of the web page, extracting the core key content, and providing extended reading for this content, we can derive the central content and ideas of the web page. However, machine semantic analysis cannot be done from the perceptual aspect. For example: ice cubes. When we see the word "ice cubes", we will think of a very cool and icy feeling. However, the search engine has no way of knowing that "ice cubes" are "cold". It needs to display the words through the corresponding words. The keyword "ice cube" in the article is used to determine the context of the keyword, and then through a certain amount of data analysis, it is concluded that ice cubes are related to "cold".
Another function is that search engines use the Latent Semantic Indexing (LSI) algorithm to discover these cheating pages. The LSI algorithm is also an ancient algorithm in the field of information retrieval. It was proposed by ST Dumais and others in 1988 and is mainly used for natural language. Understand, conduct semantic analysis of documents through statistical methods, discover synonyms, related phrases, etc. Students who have used pseudo-original tools will have deep feelings. The pseudo-original ones only replace synonyms or similar words. Even if the sentences can be made smooth, many articles with similar content are already included in the search engine database. There is no way to get the attention of search engines, and the weight of the website will not increase.
1. Semantic analysis plays a 'supporting' role in keyword rankings
Although some articles contain a large number of main keywords, they lack other supporting vocabulary and often do not rank well.
I remember that a few years ago, there was a phenomenon in search engine rankings. When searching for a certain keyword, the web pages ranked at the top sometimes did not even contain the searched keyword. This was most likely due to latent semantic indexing at work. Let me give you an example: the word "English training". When the search engine finds that there are many keywords around this keyword, such as: New Oriental English training, Li Yang Crazy English and other keywords, after the search engine includes the page, it finds that these keywords appear together. There are many times, which can form a common topic, thus classifying these words into semantically related words. When these many semantically related words appear together to form a topic, the relevance of the core keywords of the page will be enhanced, and the ranking will also be improved. For example, if we write an article about [Season 2 of A5 & CEEN Taobao Competition, start calmly], then we will think that it will appear in it, CEEN leather shoes, CEEN, CEEN Taobao Mall, CEEN Guangzhou store , luxury leather shoes, Taobao customers, high commissions, A5 webmaster network, Taobao alliance and other words related to the core word "Cern" will appear in the article, supporting the main keyword to form a topic in the search engine database , such first-of-its-kind web pages will be given corresponding weights.
2. Search engines determine the relevance of anchor text content through semantic analysis.
Anyone who is an SEOer knows that search engines are increasingly emphasizing the relevance of external link anchor text content. If a website that sells Zern leather shoes has an external link that describes China’s tourism content and an external link that appears on the China Leather Shoes Industry Network, then the quality of the two external links will be very different. Search engines can use the external links based on the external link. The subject content of the website or the subject content of the corresponding anchor text article is given a corresponding weight value.
This is true for external links, and so is the keyword structure layout of the website. We like to call the "pyramid" relationship for the keyword layout of the entire website, from the top of the tower to the bottom of the tower, from the home page to the detailed page. Keywords are arranged according to difficulty and included relationships. ; From industry words to precise words, there are cascading arrangements and displays to form common topic content. In this way, the keyword layout of the entire website structure will be clearer, and it will be easier for search engines to identify; if the article is laid out like this, it will It is relatively compact, not easy to go off topic, and is developed around the core theme. In the final analysis, semantic analysis should go back to the most basic Chinese writing and write around the "central idea". For example: to write an article introducing "Guangdong tourist attractions" The appearance of "Guangzhou tourism, Shenzhen tourism, Zhuhai tourism, Zhaoqing tourism...: The appearance of tourist attractions related to Guangdong's urban areas is a necessary prerequisite. From the perspective of SEO keywords, the relevance of title keywords and web pages will Be strengthened. This is an obvious basis for search engines to judge keyword rankings and cannot be ignored.
3. How do search engines determine the weight of keywords in web pages?
Many SEOers know that keywords should appear in the title, and it is best to appear 2-3 times in the description. Although it is impossible for us to all know the specific aspects of calculating the weight value of a page, we can know that the density of keywords can affect the weight given by search engines. How to avoid keyword accumulation? One way is to understand the semantic analysis of search engines, understand how search engines identify keywords in web pages, and then give them weight. For example: we want to make a keyword: CEEN, the description of the article can be like this: CEEN, CEEN official website, if you are looking for CEEN leather shoes or CEEN leather shoes official website, this is the right place, CEEN China official website Welcome! Then the text will revolve around the keywords that appear in the description, and the language will be organized to form a topic with "Cern" as the core keyword;
Another example: the core word: Guangzhou second-hand, the description is: Guangzhou Second-hand House Network provides you with the latest and most authentic Guangzhou second-hand house personal information, Guangzhou second-hand house broker information, welcome to Guangzhou Second-hand House Network. This can be a home page description or a category description of "Guangzhou Second-hand Network". The core content of the website is to provide information on "Guangzhou Second-hand" housing sources.
Third example: We write a homepage description for a new site [Tike SEO Forum] as follows: Tike SEO Forum - dedicated to providing motivation for Taobao customer promotion: including SEO technical Q&A guidance, Taobao customer activities, exchanges, and sharing of experiences , as well as the support of free Taobao customer templates, programs, promotion software downloads, etc., it is a must-visit forum for Taobao customers to grow together with the majority of Taobao customers.
The first two core words of these three examples are: Ceen and Guangzhou Secondhand. The third example is the homepage description of the Tuike SEO Forum. The brand and positioning need to be taken into consideration. The positioning is very clear, which is to "provide power for the promotion of Taobao customers" ". On the premise of avoiding keyword accumulation, core words are presented in a cascading manner. Firstly, it can increase the density of keywords. Secondly, long-tail words are used to strengthen the core words, which can strengthen the ranking of core words many times. , so that the weight can be effectively concentrated on the core words. However, it is worth noting that this way of writing descriptions was very effective in 2009. Until now, I suggest that it would be safer and more effective to pay more attention to semantically related words in the text.
Event details: http://bbs.admin5.com/thread-3289672-1-1.html (main venue)
http://www.tuikeseo.com/thread-88-1-1.html (branch venue)
About Mr. Ce:
Mr. Ce is a special judge of Ceen’s “World Famous Shoe Taobao Customer” promotion competition. During the first season of the promotion competition, he made weekly concise comments on the performance of the contestants and put forward suggestions to solve problems, which is known to all the contestants. He is low-key and mysterious, and has focused on website promotion for many years. He is currently a judge of the second season of Ce En's "World's Famous Shoes Taobao Customer" promotion competition, but his whereabouts are unknown.