Hello everyone, my name is Xu Ziyu. The website is user-oriented, so in the process of website optimization, a point we often talk about is "content is king". This does not conflict with "external links are king". If we can really do this Two points, that’s great for a website. Often people don’t do optimization well because one aspect is not done well. One of the aspects that is easily overlooked by everyone is the content. Many friends talk about the need for the website to be original. , when trying to be pseudo-original, we pursue high quality more. Some friends also talked about a lot of seemingly practical operations in general terms, but they implemented them in a hurry (this includes myself for a long time). That’s it), if we don’t study the working principles of search engines in depth, in fact, we really can’t do SEO well, or we don’t have a clear understanding of SEO.
Website content, to be good, requires a certain amount of editing ability. I have talked about the four-character formula of "adding, deleting, inserting, and modifying" before, but it is only considered from the originality of the content, and it is rarely analyzed to combine the editing of the content with keywords. Maybe I mentioned one or two points, but I just briefly mentioned to you the settings in "Four Words". For example, I asked you to layout the keywords that need to be optimized in the title, and the key words that need to be optimized in the first and last paragraphs of the content. words, appear in related articles, etc., but why do these keywords appear? Some friends said, I don’t know this, what else does SEO, adding these keywords is to increase the keyword density of the web page, the density is increased, and the relevance is If it improves, the ranking will have an advantage. Let’s look at an example below, and you’ll have a good understanding of why keywords should be laid out like this.
The first four search results for "Dior Pink Charm Perfume" are a word-of-mouth page from Jumei, a product search page aggregated by Baidu Open Platform, "Dior Pink Charm Perfume" on Baidu Encyclopedia and Lefeng.com about the product Q&A page.
Dior Pink Charm perfume search ranking screenshot
Analyze the keyword layout of the four pages:
1. First, look at the layout of the page that directly matches the word "Dior Pink Charm Perfume":
The Jumei word-of-mouth page appears 6 times, the breadcrumb navigation and page title appear once each, and the content appears 4 times. However, this does not directly appear on the Baidu Open Platform page, Baidu Encyclopedia page and Lefeng.com Q&A page. word.
Speculative conclusion: Search engine rankings will follow the exact matching principle of relevance. According to this principle, the Jumei word-of-mouth page should indeed appear in the first position.
2. Split the word into two words: "dior", "pink charm" and "pink charm perfume". Let's take a look at how it appears on the web page:
a. For the layout display of the word "dior":
The Jumei word-of-mouth page appears 14 times, the breadcrumb navigation and web page title appear once each, and the content appears 12 times.
Baidu open platform page appeared 23 times, category navigation 1 time, product navigation 22 times
The Baidu Encyclopedia page appears 10 times, all of which appear in the content.
The question and answer page of Lefeng.com appears 5 times, the breadcrumb navigation and page title appear once each, and the content appears 3 times.
Since these four pages cannot show the relevance of the word "dior" very well. These four pages all introduce Dior's single-product pink charm perfume, which is not relevant enough, so these pages are about The word "dior" doesn't rank high. This reflects from the side that search engine algorithms must first consider the principle of relevance.
b. For the layout display of the word "pink charm":
The Jumei word-of-mouth page appears 10 times, the breadcrumb navigation and web page title appear once each, and the content appears 8 times.
Baidu open platform page appeared 26 times, product navigation 26 times
The Baidu Encyclopedia page appears 11 times, the page title appears once, and the other 10 times appear in the content.
The Q&A page of Lefeng.com appears 4 times, the breadcrumb navigation and page title appear once each, and the content appears 2 times.
Looking at the keyword rankings of these four pages, Baidu Encyclopedia is ranked first, and Baidu Open Platform page is ranked second. However, there are changes in the page. Some product recommendations that are not Pink Charm Perfume have been added. The other two pages are in the top ten pages. If it cannot be found, it means that this word cannot describe the content of these four web pages. Accurate keyword correlation can better position the web pages to be displayed higher in search engines.
c. For the layout display of the word "Pink Charm Perfume":
The Jumei word-of-mouth page appears 10 times, the breadcrumb navigation and web page title appear once each, and the content appears 8 times.
Baidu open platform page appears 7 times, product navigation 7 times
The Baidu Encyclopedia page appears 8 times, the page title appears once, and the other 7 times appear in the content.
The Q&A page of Lefeng.com appears 3 times, the breadcrumb navigation and the important position of the webpage title appear once each, and the content appears once
Looking at the keyword rankings of these four pages, Baidu Encyclopedia ranks first, Baidu Open Platform page ranks second, but with more product recommendations about "Pink Charm Perfume", Lefeng.com ranks third, and Jumei ranks third. The page comes last.
Speculative conclusion: The principle of relevance must first be considered in the search engine algorithm, and the more accurate it is, the better it can reflect relevance. However, it does not mean that the higher the keyword density of the website, the better the ranking. Maybe the position where the keyword appears is also more important (by Ju Ju) A comparison of the Meihe Lefeng webpage can be seen).
3. Keyword layout TF-IDF algorithm analysis (taking Jumei word-of-mouth page and Lefeng Q&A page as examples)
A. Check the number of occurrences of related words on the two pages
On the Jumei word-of-mouth page, "dior pink charm perfume" appears 6 times, "dior" appears 14 times, "pink charm" and "pink charm perfume" both appear 10 times, and "perfume" appears 29 times
"Dior Pink Charm Perfume" appears 0 times on Lefeng Q&A page, "dior" appears 5 times, "Pink Charm" appears 4 times, "Pink Charm Perfume" appears 3 times, and "perfume" appears 12 times
B. View the search results page for 5 words
dior pink charm perfume 871,000
dior 28.3 million
Pink Charm 2.86 million
Pink Charm perfume 1.94 million
Perfume 100 million (maximum search volume)
C. Use TF-IDF algorithm to calculate the results
TF*IDF value = TF×IDF (TF times IDF) = 1+log TF(t,d) ×IDF(t) = 1+log TF(t,d) ×log(N / DF(t)), The obtained TF-IDF value obviously has a greater impact on "Dior Pink Charm Perfume" and "Pink Charm Perfume", and the ranking obtained is also obtained according to this algorithm. Interested friends can check out the previous article "Using TF-IDF to explain a keyword ranking phenomenon" to do a simple calculation.
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(Editor: Chen Long) Author Xu Ziyu’s personal space