The main purpose of whole-site optimization is to achieve comprehensive optimization of the website, so that the website has better natural ranking ability in search engines, thereby improving the website's sales ability and achieving the effect of strengthening brand promotion. We need to treat each column and each internal page as a small website for controllable optimization, using points to form lines and lines to form surfaces, so as to make the website structure more reasonable and ultimately bring long-term and stable traffic.
(1) On-site modification strategy
First, we make the following modifications to address the common problems on the two websites of Oros and Konghang Laser Plastic Surgery Center:
1. Description part. The "466" website lacks keywords and description, so this part must be focused on. Since Baidu adjusted its algorithm in August and September this year, Baidu has begun to skip the description and directly crawl the main content of the web page. Many websites have also ignored the role of description. However, after recent observation, description has not really lost its role. It is still the easiest part to use and control spider crawling rules after the title. The setting of keywords is The matching services described also cannot be ignored.
2.javascript code: Both websites have the same problem in the processing of javascript code. Minimizing the use of js or placing js at the bottom of the website can prevent spiders from doing a lot of analysis on js. Write js into one or several js files and then call them to speed up page loading.
3. Content navigation must use text links, and functional navigation can use image links. In the picture below, the muscle activation autologous cells and New Dimension Breast Enlargement are linked by text.
4. Return to the path settings. For each page, clear entry and exit links need to be set for spiders to ensure that each internal page has a link back to the homepage and parent directory. Add links to the previous page and next page after each article, and add a homepage link to the copyrighted part of the hospital name to guide spiders to crawl.
5. Use of labels. Set the tags of each article to 2-3 and no more than 5.
6. Make a simple site map, which is a total list of links.
7. Layout and design. Designers should try their best to display the main content of the website on the front end when laying out the web page, and the member login/flash/js and other parts can be adjusted later.
(2) Keywords
Keyword selection
Based on the industry conditions, we divide the keywords on the site into two categories. One category is popular keywords on the Internet, and the other category is long-tail keywords that can bring fixed traffic.
We should start with long-tail keywords that are less difficult and can produce short-term results. Once these keywords are stabilized, they can lay a certain foundation for the website. Then, while working on long-tail keywords, select a small number of relatively popular keywords that can be used within 2-3 months. Potential keywords that can bring traffic. Although these types of keywords may not be effective in the short term, in the long run, after a time span, they can bring higher traffic in the later period.
Monitor website traffic sources every day, count which types of keywords can bring traffic, determine the words that have certain advantages on that day, and screen them regularly and quantitatively in stages. For example: a plastic surgery and beauty website. If it is found that this website has high traffic for facial plastic surgery, breast enlargement, and scar repair, then it will subdivide these keywords and conduct attention analysis, keyword and website correlation analysis, and user search habit analysis. The purpose is Choose long-tail keywords for this type of keywords.
filter rules
The principle is to choose keywords that can bring traffic in the short term. First, check in Baidu whether most of the keyword-collected pages are internal pages. If most of the pages appear to be homepages, choose long-tail keywords to avoid competition. Long tail words can be checked according to Baidu Index.
For example: plastic surgery, long-tail keywords that can be selected: facial contour plastic surgery price
(3) Content editing
Content addition methods and precautions
1. Website description must be original. The total number of words is 30-50 words, and the keywords appear 1-2 times.
2. The keyword appears at least once in the title of the article, and the number of words should be controlled within 30 words.
3. Set 3-5 keywords.
4. The content part needs to be large and detailed. It cannot be a paragraph or a few sentences. Keywords appear in the first paragraph and keywords appear at the end. If the content is insufficient, you can go to other related industry websites to piece together and supplement it.
5. Add internal links to the article and add links to the homepage and column pages.
Update quantity and frequency:
30 keywords are a group, and 10 days is a stage. The word selection is mainly long-tail and a small number of moderately popular keywords.
Hot words: 5 articles added for the first time, and 3 articles added every day.
Long-tail words: add 3 articles for the first time, and add two articles every other day.
The update frequency will be adjusted in time based on the inclusion and ranking status. (Traffic may fluctuate during the internal modification and adjustment period of the website. During this period, the update frequency will be reduced as a transition.)
(4) External link construction
At present, traffic is mainly attracted through Baidu. In-site optimization should be strengthened. Outside the site, you can relax appropriately. You can do external links twice a week. If the effect is good, once a week. In the early stage of external link construction, blogs are mainly used to send high-quality links to lay the foundation for the website. After a period of time, it can be appropriately coordinated with shared resources such as forums/wikis/wikis. Write soft articles based on keywords and send them to the blog. It is best if the article is original, or pseudo-original. Make sure that the keywords have a relatively high correlation with the article. Don’t have too many links per article, just 3-5. In the past month, the number of friendly links started to increase at a rate of 2 or 3 per day. You can use "Beijing Plastic Surgery Hospital" as the link anchor point, and the link points to the homepage of the website.
(5) Website promotion and publicity
A dedicated person can be assigned to do some online promotion work every day in conjunction with optimization.
1. Search engine optimization: Baidu mainly, followed by Google and Yahoo
2. Exchange friendly links: Not only can it help improve website rankings, but it can also attract visitors with certain IP addresses.
3. Soft article marketing: Soft articles are currently a very effective way of publicity.
4. Forum marketing: Visit a large number of forum websites or popular online platforms in the same industry, and post messages and forum information. The content is mainly about: introduction to this website or publishing some of the high-quality content on this website to attract fans to visit.
5. Email marketing: Use software to send beautifully designed graphic emails to regularly promote the website’s latest consulting activities.
6. Go to the QQ group, publish hot news, and attract traffic
(6) Expected effects
In view of the current instability of search engines, optimization work is a long-term process, and its effect should be steadily improved. It is initially expected that within one month after the internal modification of the website is completed, the number of daily visits will increase by 1.5-2 times the original base.
During the execution of the above strategies, adjustments will be made based on the different situations of different websites.
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