The effects of SEO done by our webmasters are often lagging. The characteristics of SEO itself are not achieved overnight. Some webmaster friends hope that the effect of their SEO can be displayed quickly, but this is unrealistic. It is precisely this kind of impatience that makes the websites we build prone to over-optimization. I was moved recently to help a friend analyze a website, and it was exactly this situation.
Over-optimization means that the webmaster tries to perform perfectly and to the extreme wherever it can be optimized, but the result is counterproductive. The friend who moved me was doing a university forum for more than two months. In the past month, the ranking has remained at No. 11. When I heard about this situation, I was basically sure that it was an over-optimization phenomenon. Then Gan Gan carefully analyzed his website and confirmed Gan Gan's guess. The over-optimization of this website is mainly manifested in the following situations:
1. Repeated occurrence of core keywords in the title
It is acceptable for related keywords to appear in the title, but if the same keyword appears twice, it is suspected of keyword stacking. For example, it is okay for us to have "SEO Forum" and "SEO Tutorial" at the same time. And if "SEO Forum" appears once at the beginning and end of the title, this is a sign of over-optimization. This is exactly what happened to my friend.
2. External link anchor text is too single
The author's friend hopes to add the core keywords of the website as soon as possible, so when making external links in the early stage, a large number of the word "Jiangsu University Forum" was used, while other words were used very rarely. This approach will make the external link too single. Search engines use external links as one of the ranking factors because search engines want to describe or vote for our website through external websites. A relatively normal vote should come from various types of websites, and the descriptions of us should also be different. Unnatural external links will be suspected of cheating by search engines. According to the author's experience, the proportion of single keyword anchor text in our external links should not exceed 30% and must not exceed 60%.
3. All external links point to the homepage
It is impossible for all normal and natural external links to point to the homepage of the website. In the Baidu algorithm, the homepage has a higher weight, which also enables the homepage to often obtain better rankings. Therefore, in order to obtain rankings as soon as possible, many webmasters point all anchor texts to the homepage during external link construction. Normal links should be that we use high-quality content to attract external links, and such links will more often point to our internal pages.
The above three points are the main manifestations of over-optimization. Over-optimization can also be caused by buying a large number of high-weight links, attacking external links and causing the external links to skyrocket. The solution to over-optimization is to "de-optimize". Appropriately remove some of the optimizations that were too perfect in the past and control them below the threshold of search engine penalties. I was moved to write this article mainly to tell everyone: SEO needs to be calm and not impatient. If you think about rankings and traffic all day long, how can you still have the time to build a good website? Focus on user experience and provide what users want. This is our thinking when building websites and doing SEO.
This article was first published on the SEO Interactive Forum http://www.seohu.net/thread-707-1-1.html . Please indicate when reprinting, thank you!!!
Editor: The personal space touched by the author of Hadron