Nowadays, many optimizers have a misunderstanding about website optimization. They pay too much attention to the ranking of keywords, implement some black hat methods for ranking, and bring traffic by deceiving search engines. If you are building a small site, there is nothing wrong with doing this. After all, most people are eager for quick success, especially when the upper-level leaders do not know how to do it. But if you are running a large website, such as a portal or industry website, doing so is tantamount to digging your own grave, and will eventually bring the website into the abyss.
The optimization of large websites focuses on strategy. What is strategy? Let me explain it in detail below:
1. User analysis
There is no doubt that any website needs users, so user analysis must be started before the website is built. The first thing to do is user positioning, that is, who your website is serving and who it provides all kinds of information to.
Let’s use an example to illustrate: Now there is a company that wants to build a jelly house franchise website, so we must first analyze the attributes of its franchisees, including: age, gender, region, education, working years, etc. After analysis, we found that most franchisees come from the area south of the Yangtze River; the age distribution is uneven, mainly young people; and the educational background is evenly distributed.
After getting the user attributes, what you need to do is keyword positioning. According to the user's attributes, it is important to position the website's keywords in line with the search habits of website users, because different users have different search habits. For example, some users like to use interrogative sentences when using search engines. , and then compare the conclusions in the search results, such as: Is it good to join the jelly house franchise? Some users are accustomed to only using keywords and then view all the information of the keyword in the search results, and then analyze it themselves, such as: jelly house House franchise.
After the keyword positioning is determined, the next step is to design the website page. Design the layout according to user attributes, so that it can be friendly to users, rather than simply piling the content you want to present to users into the page. At the same time, it should be noted that you should listen to the suggestions of people around you who are more in line with user attributes. Don't say that you think the website is good-looking, that means it is good-looking. It should be in line with the mainstream aesthetics of users.
2. Keyword layout
After the keywords and website layout are determined, the layout of the keywords must be carried out. Taking the above example as an example, the core keywords for positioning are: franchise, entrepreneurship; the main keywords are: jelly house franchise, cold drink shop franchise, etc.; there are other long-tail keywords that I will not list one by one. In the layout of keywords, you need to consider clearly where the core keywords should be placed; where the main keywords should be placed; and where the long-tail keywords should be placed. For example, core keywords must be placed on the homepage; as for main keywords, those with greater competition can also be placed on the homepage; channel pages can put some less competitive keywords; topic pages can put some more time-sensitive keys. For example, on Valentine's Day, you can open a topic called "Valentine's Day Jelly"; long-tail keywords can be mainly concentrated on the article page.
3. Website link structure
In layman's terms, we need to pay attention to internal links. Internal links are the same as external links. We should pay attention to the diversity of links and don't point all keyword anchor texts to the home page. When making anchor text pointing, remember the layout of keywords, and also remember URL standardization. Do not have many URLs pointing to the same page. For example: some URLs pointing to the homepage end with .com, and some end with .com. com/index.html ends.
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(Editor in charge: Chen Long) Personal space collected by author E