What is competitive depth?
What is the role of knowing the depth of competition?
First of all, to answer the first question, competition depth refers to the resistance that exists between no ranking and home page ranking in the ranking of a certain keyword. In other words, it is the difficulty of website optimization, which is more vividly called competition depth. Most webmasters are struggling to survive in this depth of competition.
So what is the role of understanding competition depth? Can it make your website instantly rise to the top? No, the role of competition depth is to help webmasters quantify their work during the optimization process, clarify their work goals, and optimize in an orderly and reasonable manner.
The composition of competitive depth
1. Website age
2. Keywords flatness degree
3. domain name
4. Internal link
5. external link
6. update rate
7. keyword search volume
Among the above main factors, the age of the website plays a more important role. Search engines usually give higher weights to websites with a longer history. The specific reason is because there is a weight decay process, which I summarize as weight. Decay theory, this will be discussed later, so even if the SEO techniques are used very reasonably, it is difficult to surpass a website that has been established for 1-2 years overnight.
Keyword flatness refers to the flatness of website keyword selection. Flatness means that keywords at the same level should avoid being single. The only main keyword is important, but this will limit the theme of the website to a certain extent. , It is not beneficial to the consolidation and improvement of the website’s later rankings.
Domain name, for English optimization, it is absolutely necessary for the domain name to contain keywords. Chinese optimization should not be underestimated. "True and False Kaixin.com" is a typical case. The best optimization for domain names is that the domain name is easy to be remembered.
Internal links, the internal links of a website, the reasonableness of internal links can affect a website's ranking in search engines more than external links, because external links cannot completely avoid the disadvantages caused by spam links, and the external links generated by a large number of article reprints A large part of the links are provided by spam sites. Rapidly increasing external links in the short term can indeed improve the ranking of the website. However, for the long-term development of the website, such external link groups are actually a huge hidden danger. The main reason for weight decay is Spam external links and punished external links are caused, while internal links will not generate spam links to a large extent. Instead, they can guide spiders to visit every corner of the website, mark key pages, and highlight keywords that should be highlighted.
External links with high weight, high relevance, and high spider import volume also have a huge impact on rankings. However, such links are often encountered but not sought. Therefore, external link optimization requires SEO practitioners to reserve a large amount of high-quality external links. Quality link resources, the newly launched pr7-9 link business of Xinhua Media is good news for small and medium-sized webmasters. Such resources have always been in the hands of a few people in the past, and it is difficult to find them even if they spend money.
Update rate. Spiders usually refer to the update rate of the website during a period of time when crawling the website. Maintaining a high update rate can attract spiders to visit frequently for a long time, and is also helpful for improving the weight of the website.
Keyword search volume. The search volume mentioned here does not refer to the number of times users search for the keyword, but refers to the number of searches generated by the keyword as a conversion keyword. Conversion keywords actually generate transactions, ad clicks, and users. Loyal keywords are value words, not junk words that can generate high traffic, low clicks, invalid clicks, low user loyalty, and zero transactions.
Combining these factors, the formula for quantifying the depth of website competition is basically as follows:
First, count the Dingmi websites on the first twenty pages of search results, and calculate them according to the following formula
Competition depth = [station a {30% (website age) + 15% (keyword flattening degree) + 20% (internal link) + 5% (domain name) + 10% (update rate) + 10% (external link) +10% (keyword search volume)}+station b{......}+station c{.....}.....]*100%
Evaluation criteria (detailed evaluation criteria vary depending on the search engine):
Website age: 5 points for less than 1 month, 10 points for 1 month to 3 months, 15 points for 6 months to 9 months, 20 points for 1 year, 25 points for 2 years, and 25 points for more than 3 years. 30 points (including 3 years);
Degree of keyword flattening: whether the keywords at the same level are reasonable (for example, if the secondary keywords are regarded as superior keywords and synonymous keywords with different words are used, the score will be less than 5 points). 10 points, and whether the keywords at the same level are unique ( If yes, the score is 1 point, if no, and the more reasonable score is 5 points or more) 10 points, the keyword's ability to summarize the theme of the website (for example, if the website involves SEO, the keyword needs to be a high-level summary of the topics covered by the website) 10 points.
Internal links: Blind internal link building is harmful and unhelpful. It is not advisable to organize internal links for every article. This will disperse the weight of internal links and fail to highlight key content and keywords. For such internal link building, score is 0 points. Internal link anchor text also needs to pay attention to prominent keywords. For such internal link construction, score 5 to 7 points.
Domain name: General domain name choices can reach the level of 5 points, and short domain names with pure letters and meanings can score more than 8 points.
Update rate: The total number of articles on the website is used as the base. If the number of articles or content added in a single day does not reach 3%-5%, it will be scored 3-5 points. Different types of webmasters have different update rates, so the specific situation needs to be specific. analyze. This is easier to judge.
External links: The quality of external links is a key factor to consider. If the quality of the website’s external links is average but the quantity is huge, score 2 points. If the quality is medium but the quantity is moderate, score 5-7 points. If the quality is high and the quantity is moderate, score 9 points or more. 9 points or more. PR value, news source, Alexa ranking, etc. must be taken into consideration.
Keyword search volume: This data cannot be calculated, so you need to pay attention to the following factors - whether the site keyword is a traffic word, the site keyword conversion success rate (this can be grasped based on offline surveys, or whether the keyword is a long-term keyword) tail words, because the more accurate the keywords, the higher the conversion rate), site keyword user viscosity (viscosity words refer to non-hot words, words that can attract users' attention for a long time).
Finally, let’s talk about the decay theory. The decay theory is based on the premise that each keyword search engine assigns it a fixed total weight. All websites are assigned a certain weight value from the total weight. The higher the weight, the higher the weight. The ranking will be at the top. At the same time, this weight will decay, but the value of the total weight will not change, and the weight will flow among many websites. Therefore, every time a website is added to the search engine keyword index, one more portion of the total weight will be allocated, and all websites will face a weight adjustment. If the new site has a poor ability to obtain weight, such redistribution will not cause serious consequences. With a big impact, if the ability to obtain weight is strong and some websites decay quickly during the adjustment process, the rankings will change significantly.
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