Full text search engine ranking optimization
Source: Shangpin China |
Type: website encyclopedia |
Date: September 2, 2012
stay Beijing website construction After the company is successfully included in the search engine, it has only completed the first step of the search engine strategy. The enterprise needs to face the next problem immediately, that is, how to make the website rank top in the search engine search results. At present, the total number of pages included by mainstream full-text search engines is more than billions, so users can get tens of hundreds or more page search results by entering common keywords. However, in fact, users usually only browse a few of the top ranked pages in the order of front to back, and seldom visit the rest of the bottom ranked pages. For enterprise websites, if they can only appear in the back of the search results after being included, it is still difficult to obtain users' browsing patronage, thus unable to achieve the goal of transmitting information to users through search engines. It can be seen that the top ranking of search results in search engines is the key link that affects the implementation effect of enterprise search engine strategies. Moreover, the successful implementation of this link is more competitive and challenging than the submission of website information to be included in search engines, because if an enterprise website moves forward, it means that other websites will move backward.
Enterprise websites should occupy the top ranking in search engine search results. In theory, it is necessary for web pages to be more consistent with the ranking rules of search engines, so that they can get a good ranking if they like. However, in practice, enterprises have to face the following difficulties:
(1) At present, the ranking results of all full-text search engines are automatically determined by preset programs, and the specific content of the program is regarded as the top secret of the search engine. It is almost impossible for any website to get its technical details.
(2) When searching for the same keyword, different full-text search engines will have different search results and rankings, which means that search engines do not use the same ranking rules, and there may be conflicting rule content, which will make it difficult for enterprises to optimize web pages according to the ranking rules.
(3) In order to improve the retrieval quality and attract users, each search engine strives to sort the retrieval results according to the quality of the web pages. However, the targeted change of the website of an enterprise in order to obtain the top ranking can easily be regarded as opportunistic cheating by search engines, and then severely punished by blocking the website, ultimately making all previous efforts of the enterprise come to naught. In addition, Baidu's website launched services such as charging ranking, which made it possible for enterprises to modify their websites to improve their ranking, which had a potential negative impact on the promotion of Baidu's charging business, thus leading Baidu to increase its punishment for such acts.
Based on the above problems, the relevant web page optimization work carried out by enterprises for search engine ranking rules is actually in the "gray" exploratory stage, which is impossible to obtain search engine support, and it is also difficult to accurately grasp the search rankings. However, even so, a large number of technical personnel still collect relevant information through various channels, including the doctoral dissertation of the founder of Google, hoping to get a glimpse of the top technical secrets of search engines. At present, these professionals and institutions engaged in the analysis of search engine ranking rules have formed a new "search engine optimization, input people on any search engine website“ SEO website optimization "You can find a large number of such websites with keywords.
Below, this book summarizes the following factors that can affect the ranking of website search results based on the Google ranking rules inferred by many "SEO" personnel.
1. Website server
As a space for storing web page files, web server can not only affect the speed and effect of users' browsing web pages, but also affect the ranking position of websites in full-text search engines in the following aspects.
(1) Server region
Some experimental results show that. Google search results have a lot to do with the area where the server is located. For example, an SEO company implemented webpage optimization with the same content for two websites for the popular English keyword "China tour", but the result was that the website hosted by the server in the United States was placed on the first page in less than 6 months; while the website hosted by the server in China was placed on the first page in 11 months. It can be seen that the server region selection is very critical.
(2) Whether the server IP is punished by Google
Research data shows that if the website server IP has been punished by Google, even if the website is well done, it may be implicated and victimized. Therefore, before renting a virtual host, enterprises should first check whether the server IP has been punished by Google. The specific methods are as follows:
First, check how many websites are on this server. For example, to query the IP address 219. 235. 226. 75, enter //whois.webhosting.info/219.235.226.75/ Press Enter to see how many domain names point to the IP address.
Then select one of the domain names, for example, www. # # # Com, enter site: www. # # #. com in Google to see how many pages Google has included in this website. If you find that Google has not included it, you should continue to check more. If most of the domain names have not been included by Google, it is likely that this server has been punished by Google. On the contrary, if most of the websites on the server are included many pages by Google, it means that the server has not been punished by Google.
(3) Server stability
In order to obtain a better search ranking, the website server must be stable. Because if the server is unstable, it is very likely that when Google updates the website data, the website cannot be opened temporarily because the server is unstable, which will seriously affect the website ranking.
To sum up, enterprise websites need to do the following in terms of server space: ① rent server space in areas with the most potential customers; ② The IP address of the server must not have been punished by Google; ③ The server should be stable and fast.
2. Website navigation structure
Website navigation structure refers to the column menu on the home page of a website. As a very important part of the webpage, it helps users browse the website more conveniently on the one hand, and is one of the important factors for users and search engines to judge the professionalism of a website on the other hand. The following factors should be paid attention to when designing the website navigation structure:
(1) Website navigation should be clear
The navigation of general websites is mainly to link to the first level directory of websites. Clear website navigation helps search engine spiders access all important content of websites.
(2) Website navigation adopts text link
For the sake of visual beauty, many websites tend to use Flash animations or pictures as links. Although this can indeed beautify the web page, it is not the web page structure preferred by search engines, because the spider program of search engines can only read the HTML source code of the web page, and cannot identify the information contained in animations and pictures. Considering that links in Flash animations or picture buttons are difficult to be found by spider programs of search engines, it is better to use text links for website navigation from the perspective of improving the ranking of website search results.
3. Site Domain Name and Page File Name
The choice of website domain name, website path design, and file name design have a certain impact on the ranking of websites, especially for English websites. Choose a good domain name and design the path and file of the website reasonably, which will help the ranking of the website in various search engines.
(1) Keyword domain name
Keyword domain names are domain names that use keywords as prefixes. For example, if an enterprise website is involved in international tourism business, if "china-tour.com" is selected as the website domain name, a search engine ranking that is very conducive to the enterprise website will appear when the user's search key is the same as "china tour".
(2) Domain name containing keywords
In view of the limited resources of key domain names, if most of the keyword domain names have already been registered, enterprise websites can also use domain names containing keywords. For example, if the domain name of the mobile keyword that the enterprise website wants to register has already been registered, it can also register a domain name containing the keyword mobile, such as imobile.com.
4. Web page path and file name
Web page path and file name are also important factors affecting search ranking, mainly considering the following factors:
(1) Web page path and file name should preferably contain keywords
According to the principle of ubiquitous keywords, keywords can be used in directory names and file names. However, if it is a key peer group, it needs to be separated by a separator. The hyphen "-" and underscore "" are often used for separation, and the space code "20%" often appears in the URL. Therefore, if "China Tourism" is used as the file name, there may be three forms of separation: chinatour.htm, china-tour.htm, and china20% tour.htm.
Research has found that Google and other search engines do not accept the underscore "_" as a separator. For Google, chill tour and china% 20tour are equal to china tour, but china_tour: is read as chinatour, and the connected keywords lose their meaning. Therefore, if there are key phrases in the directory and file names, they should be separated by the hyphen "-" and the space code "% 20" instead of the underscore "_".
(2) Secondary domain names have more advantages than column pages
The research results show that the secondary domain name "abc. web. tom" has more ranking advantages than the column page "www.web. com/abc/".
(3) The column page has more advantages than the inside page
The column page "www.web. com/abc/" has more advantages in ranking than "www.web. com/abc. htm".
(4) Static path has more advantages than dynamic path
The static path "www.web. com/abc. html" has more ranking advantages than the dynamic path "www.web. com/abc. asp?=321".
At present, most commercial websites use database drive to generate dynamic web pages, which is reflected in the appearance of "?", "=", "%", "&", "$" and other characters in the URL of dynamic web pages. The URL of dynamic web pages is not conducive to the search engine to crawl web pages, which seriously affects the website ranking. Enterprises can transform dynamic URLs into static URL forms through static mapping technology. For example, a dynamic path such as "www.web. com/abc. asp?=321" can be mapped to a static path www.web. com/abc/321/through technical means.
5. Title and META tag
When learning the HTML language, I have a certain understanding of the title and META tag. The page title and META tag are mainly placed in the page source code And the middle. These contents are mainly for the convenience of the spider program of the search engine to identify the web content. Among them, the page title will be displayed on the top of the browser when browsing the page. The META tag cannot be seen when browsing the page, but only when viewing the source code of the page. The specific usage of the page title and META tag has been introduced in the previous chapters, and will not be repeated here.
In order to improve the search ranking of websites in full-text search engines, enterprises can improve page titles and META tags in the following aspects.
(1) The following principles should be followed when designing the page title:
① The title of each page should be different and consistent with the content of its own page;
② The design of the page title is simple and clear, and the title of each page should focus only on 1-2 keywords, not too many;
③ The title design should not be too long, preferably not more than 30 Chinese characters and 60 English letters.
(2) The design of META label needs to follow the following principles:
① This part of the page description tag is mainly used for the spider program of the search engine to quickly read the main content of the page. The label design is simple and clear, consistent with the content of the web page. In order to improve the ranking, you can properly increase the density of keywords.
② It is a keyword tag, which has no effect on Google at present, but has a certain effect on the ranking of other search engines. The design principle of this tag is simple and clear. If there are multiple keywords, they can be separated by commas. It is better not to write irrelevant keywords, which are easy to be treated as cheating by some search engines.
③ and Web page coding and language annotation tags are used to describe the page coding format so that the browser can obtain the correct coding of the page. The codes of different languages are different, especially when doing foreign language websites, we must pay attention to using the codes of the operating system used by potential customers, otherwise the pages seen by customers will be garbled.
6. Excellent web content
Excellent web content is always the most important factor to attract search engines. Excellent web content mainly has the following characteristics:
(1) Original page content is easy to be quoted by many websites. In the process of quotation, the original page is usually linked, so the original page can get a good score, and the ranking will naturally be good.
(2) Rich website content will enable Google to collect many contents of the website. Links between pages of the website will help improve the rating of each page of the website in Google.
(3) Web page content should be described with reasonable text, and pictures and Flash should be avoided.
7. Density and location of keywords
The keyword density is the ratio of the number of occurrences of the keywords highlighted in the META tag in the page to other text content in the page. Keyword density is one of the search algorithms of many search engines, including Google, Yahoo and MSN. Each search engine has a set of different mathematical formulas about the keyword density, and the appropriate keyword density can make the website obtain a higher ranking position. However, special attention should be paid to the fact that the excessively high key density of web pages will make search engines judge cheating as a punishment, and different search engines also have different levels of tolerance. See the following HTML source code:
keywordl and keyword2,keyword3 and so on In this HTML source code, remove the HTML tag code, and the remaining text content is: keywordl,keywordl ,keyword3 keywordl,keywordl ,keyword3 keywordl and keyword2 keywordl and keywordl,keyword3 and so。
In a total of 16 words of text content, the number of occurrences of keywordl is 4, so the keyword density of keywordl in the page is 4/16=25%. It is generally believed that the keyword density is appropriate on a continent by continent basis. Do not deliberately pursue the accumulation of keywords, or it may trigger the keyword stacking filter of the search engine, which will lead to severe punishment by the search engine.
Tips: keyword density analysis tool（ //www.keyworddensity.com/ ）, this tool can not only compare the same keyword density of two pages at the same time, but also give statistical results. In addition, it can also be used for Chinese keyword analysis.
In addition to maintaining an appropriate keyword density, the location of keywords is also an important factor affecting search ranking:
(1) At least one page keyword must appear in the page title.
(2) Highlight keywords reasonably through META tags, but pay attention not to be too dense.
(3) The headline of the page content is generally similar to the page title, which should also reasonably highlight keywords.
(4) When keywords appear in the text content of the web page, they should be reasonably prominent. Generally, they should use the weighted identifier (5) When images appear in the web page, it is best to
To highlight. Add alt text comment to identifier. The alt comment must be concise and clear. Do not write too long, or it will be treated as cheating by some search engines.
(6) Use title="Comment Content" to comment on hyperlinks, for example:
8. Backlink
Backlink refers to a link on page A pointing to page B, so page A is the backlink of page B. To view the backlinks of a website, you can use the Google toolbar or Google directly. For example, to view the reverse link of www.lit.edu.cn, just enter the "Link: www.lit.edu.cn" sentence in Google to see the results.
The following factors of backlinks will affect the ranking of websites:
(1) Number of backlinks
The more the number of backlinks on a web page, the more the content of the page is quoted and paid attention to. Therefore, the more backlinks, the better.
(2) Quality of Backlinks
If a web page is pointed to a link by a famous website, then a link of the famous website is a high-quality link. This factor is very humanized and corresponds to some phenomena in real life. For example, if an enterprise has a product, if an authoritative expert says it is good, it may be better than 10 ordinary people. The web pages of enterprises are like products, and famous websites are like authoritative experts.
(3) Backlinked text
In the text of backlinks, keywords must be included. If you want to improve the ranking of www.lit.edu. cn in the results of searching for key links with "Polytechnic", you'd better use "Polytechnic" as the hyperlink text when making backlinks, that is, Luoyang Polytechnic
9 .robots.txt
Search engines have their own "robots", and through these robots, they constantly crawl information along the links on the web (usually HTTP and SRC links) to build their own databases. For website managers and content providers, sometimes there will be some site content that they do not want to be crawled by: robots and made public. To solve this problem, the robot development community provides two solutions: one is robots. txt, and the other is robots META tag.
(1) Meaning of robots.txt
Robots.txt is a plain text file. By declaring the parts of the website that you do not want to be accessed by: obots in this file, part or all of the content of the website can not be included by the search engine, or the specified search engine can only include the specified content.
When a search robot visits a site, it will first check whether there is robots.txt in the root directory of the site. If it is found, the search robot will determine the scope of access according to the contents of the file. If the file does not exist, the search robot will crawl along the link.
The robots. txt must be placed in the root directory of a site, and the file name must be all lowercase. The correct file name.
(2) Syntax of robots. txt
The "robots. txt" file contains one or more records. These records are separated by blank lines (CR, CR/NL or NL as terminators). You can use # for annotation in this file. The specific use method is the same as that in UNIX.
The records in this file usually start with one or more user agent lines, followed by several Disallow lines. Please refer to the related articles for details.
The following is a small tool for checking the validity of the robots.txt file. Learners can use it in practice:
//www.searchengineaorid.com/cgi-bin/robotcheck.cgi
In the process of ranking optimization of full-text search engines, enterprises can not only take technical measures to improve the quality of web pages, but also use the charging services launched by major search engines, such as Google's keyword ads, Baidu's competitive ranking, and use economic means to improve the ranking of websites. Since this content overlaps with online advertising related content, it will not be explained in detail here. Learners can refer to the online advertising chapter for details.
This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
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