In the new content structure after keyword analysis and rearrangement, how can we undertake the work of keyword optimization while producing content? The answer is to make the page production more consistent with the principle of keyword relevance. The points to note are as follows:
·The text on the title determines the main keyword optimization target of the web page
·The homepage of the website carries the most important keyword optimization,
·Website channel page—the column page carries secondary keyword optimization in order of importance
·Some important keyword optimization that is not reflected in the channel column planning can be implemented on the topic page
·On the content page, just organize the keywords appropriately according to the content points.
1. The importance of title
There are various factors that affect search engine rankings, but the one that has long been recognized as having the greatest impact is the title text. This is why in the past few years we have often seen that the titles of many website pages are directly a bunch of densely arranged keywords. This practice is called keyword stuffing, which is out of date and has been curbed by search engines.
It should be noted that the page title is limited to a very small area in the browser. When the page is opened, the user's attention does not stay on it and goes directly to the content. Therefore, when arranging the title text, it only needs to be appropriately relevant. There is no need to pursue content-oriented requirements such as language sense, aesthetics, and marketing. Instead, when the search engine views the search results, the search engine will increase the title text and highlight the search key words. Presented to the user in the form of words. Therefore, from the perspective of search engine algorithms, correctly arranging the text in the title is the most basic skill to obtain good keyword rankings. Note the following:
·The most important keyword must be at the front, separated from the subsequent text by symbols, and repeated 2-3 times in the subsequent text.
·The total number of title words cannot exceed 30. If this limit is exceeded, it will not be displayed in Baidu, and it is said that the weight will be reduced.
·Since important keywords need to appear at least twice in the title, and the total number of words is limited, the remaining keywords to be optimized must be distributed among the remaining words through reasonable word segmentation.
2. The importance of description
Recall the information arrangement of the search results in the search engine. In addition to the emphasized title text, there will also be a long text underneath. This long text is usually the text in the de script ion. If the de script ion is not written correctly, or the page content contains text that users often search for, the search engine may replace the original de script ion with other text in the page. in search results. In addition, if this text overlaps with the search keyword, it will also be highlighted.
Therefore, despite the statement that description will not affect the keyword ranking weight. But I personally think that from a marketing perspective, it is very necessary to organize a paragraph of text that will enhance users’ confidence in clicking on the search results. The following points should be noted:
·It cannot be repeated with the description of other website pages, it needs to be a self-created text
·There is no need to pile keywords in the description, just organize a paragraph of text around the content in the title
·Description is displayed as 110 Chinese characters in Baidu Rio. You can follow it appropriately during actual production. There is no need to deliberately use or compress it like title.
·The title has too many word limits and too much weight, and the general text is relatively jerky; while the description text is oriented towards the supplementary nature of the title, with the purpose of deepening users’ trust in the page when viewing the search results page, increasing page clicks, and the text must be smooth. Be persuasive and write marketing text that covers keywords
On the contrary, Keyword has gradually been abandoned by search engines in the past few years, so you can just fill it in casually.
3. Keyword density
The optimization of title and description does not conflict much with the direction of content creation, and is easy for content producers to understand and support. The emphasis on keyword density tends to be in the SEO direction from the page content production side, which can easily cause resentment among content production staff.
The so-called keyword density is the ratio of the total number of times a keyword or a keyword appears on a web page to other text.
A popular saying in the industry is that the keyword density of a page is between 2% and 10%. If it is less than 2%, it is a pity. If it exceeds 10%, it will be demoted by search engines. But this argument seeks too much control. In fact, it is quite common for a site with well-respected content to have a keyword density exceeding 10%. Personally, I prefer to focus on content construction. Just strengthen it appropriately. There is no need to pay too much attention to it.
Of course, in traditional page content, since the concept of page keywords is not established, the entire channel or even the entire website may have only one unintentional keyword. However, after understanding the principles of SEO optimization, one page may have to carry 3 or 4 keyword optimization tasks, and the website will generate a large number of additional keywords. In order to achieve these large-volume keyword optimization effects, it is necessary to appropriately strengthen keyword density. The main methods can be as follows:
·If the original column name on the page is "Related News", it can be directly renamed "Keyword News"
·For some simple text on the original page, keywords can be added directly in front without affecting the reading experience.
·Appropriately add keyword content to the image alt attribute text
There is a special tool for checking the keyword density of a page, but you can search it yourself. I don’t pay much attention to it, so I haven’t used it.
4. Image ALT attribute
Images must be added with the alt attribute. In addition to increasing the keyword density in the html code, it can also provide search engines with a basis for judging the content of the image, so that it can be included in the search engine's image search, thereby attracting people who click on the image to visit the image again. The traffic of the page where the image is located. This may seem trivial, but it is often overlooked by most people.
You might as well search for several keywords with large search volume on your own site in the image search in the search engine. If you don’t have your own site, this means that the image search from the search engine will not contribute any traffic to the website at all. .
When adding image alt attribute text, the image description can be the main one, and the keyword content can be appropriately combined.
5. Anchor text
If the main optimized keyword of page a is x, there are links to page a on many pages (b, c, d...), and the text on those links is x or is somewhat related to x. That means that these pages recognize that the content of page a is x, and search engines naturally think that page a is related to keyword x. This is undoubtedly a very logical algorithm from a theoretical analysis alone. In fact, this is the fundamental reason why SEO work has always attached great importance to the development of rich external links.
In addition, in addition to the expansion of external links, the reasonable and effective internal links are also very important. The larger the content site, the more internal links there are, and the more attention needs to be paid to the correct way of writing the link text. Basically, a professional SEOer's blog or website pays special attention to this aspect.
The text on this link is the anchor text.
In the anchor text, words like "more" often appear frequently during page creation, but from the perspective of SEO, this is completely wrong. The search engine cannot know the content of the "more" link from this anchor text. What is the content of the web page? Of course, during actual production, if the page width is insufficient, it is generally expressed by more. But if it is within a text, you must not use meaningless words as anchor text.
The correct way to write anchor text is to include the keyword in it, even just a keyword.
6. Others
The above 5 points are basically the important factors that I think are closely related to the SEO optimization of the content side. Other factors are not so closely integrated with the content side, especially the optimization work of the technical side. In my past work, it may not have been the focus of my study, or The results have not been verified, so I am not particularly sure. Here are just a few that I think are correct:
·The page is static, or pseudo-static; it is difficult for search engines to crawl dynamic web pages
·Page URL should be as meaningful as possible
·The second-level domain name is an independent site and has a higher weight than the directory. The larger the site, the more it needs to develop a second-level domain name.
·Do not have too many directory levels in the page URL
· Try not to use js calls in the page, and need to use technology to process it into html code
·Frequent updates of the page are very important
After all, a website with higher content quality, earlier website establishment, more respected by peers, and better user reputation will have a very high weight in the search engine keyword ranking algorithm, and it only needs to pay a little attention to SEO optimization work.