How to do SEO optimization for blog enterprise station
Source: Shangpin China |
Type: website encyclopedia |
Time: November 20, 2013
Why should blog do SEO?
This is to let more people see your blog, whether for business purposes or eager to communicate.
In a broad sense, even my article itself is a SEO website optimization Means: Since the ultimate purpose of SEO is still viewed by some people, the content part as the main component of blog is certainly the most important, so there is a saying that "content is king". If your blog content is so wonderful that it reaches the level of punching and kicking Wang Xiaofeng, you don't need to do such boring things as SEO; If your blog is not only bleak and boring, but also full of small advertisements that people can not avoid, it is useless for you to do SEO again.
Before getting down to business, it must be stated that it is impractical for 99.99% of ordinary people to expect that blogging can bring considerable income. Although it is not too difficult to achieve blogging, it is more likely to bring readers and communication objects to personal blogs. What ultimately determines the value of a blog is its content, SEO Website construction What can be done is just icing on the cake.
So, who is going to read these? Hey, I believe it will be more or less useful for those blogs that have some content but are not very famous. It will also be helpful for students who want to know about it, even though most of these will not be reflected in the growth of the number of search engines, key word rankings and page weights in a short time.
Marketing website construction Compared with commercial websites, SEO is relatively simple and easy to implement. I will write a small series based on my recent SEO book "SEO Tutorial: Introduction and Advancement of Search Engine Optimization" and the actual situation of personal blogs. In some parts, I will talk about personal independent blogs in relative detail (especially those established using WordPress) How to conduct SEO? I hope it can be helpful to students who need to know about this aspect.
Finally, since you are not an insider, please point out the mistakes.
What aspects should SEO of personal blog start from?
1. Link Policy
Despite repeated rumors that Google will reduce the weight of the page brought by links, at least for the moment, Google PageRank is still one of the most important references to measure the value of a website. Because of the uncontrollability of external links, it has become the most important factor affecting the page weight. Obviously, even for personal blogs, it is also the first part to consider.
Many people think that more links with high page weight can gain greater page weight increase. This idea is only half right. The way that search engines calculate the page weight brought by external links is not so simple, but the rules are quite complex. When we exchange links, we need to pay attention to the following aspects:
① Although Baidu doesn't attach importance to page relevance, if Google thinks that linking your website to your blog has nothing to do with it, you can't get page weight from this link, and you are more likely to suffer Song of punishment.
② The page quality should not only pay attention to the height of the page weight (Google PR, Sogou Rank, etc.), but also the number of search engines.
③ The number of outbound links pointing to the outside on the other side's page, the greater the number, the less weight each link can share on the page; Google's rule is that if a page has more than 100 exported links, it will be judged as a spam page (except for classified directory websites), that is, it will be unable (or rarely) to obtain page weight from the links on the page. Generally speaking, for personal blog pages, the total number of links is less than 40, and the number of home page links is less than 20.
④ The higher the update frequency of the other party's website, the higher the page weight of your links on it.
⑤ From the perspective of bringing page weight, text links, picture links, and multimedia links. The so-called multimedia links are links placed in multimedia files such as Flash. They rarely or hardly bring you any page weight.
⑥ The position of your link on the other side's page also affects the weight of the page your site gets. The rule is Top Left, Top Right, Left Right, Bottom Left, Bottom Right. That is, the weight of your link placed on the top left and bottom right of the page is very different.
⑦ The use of page tags (such as h1, b, etc.) will also affect the weight of links.
⑧ The anchor text of the other party's page link matches the keywords of your site, which will make the search engine more like it.
In addition to the strategy of exchanging links, another way to attract the attention of search engines and increase the number of included blogs is to submit their own blogs to major search engines, which have their own submission portals. It is necessary to spend a little time submitting their own blogs; Successful submission to classified directory sites will bring high page weight. They also have a big advantage that these high weight links are one-way, and you don't need your blog to have links to them. For example, the famous Dmoz directory (this blog successfully submitted early) will greatly improve the page weight and ranking of blog sites in Google.
At the end of this section, leave a few of the most influential directory websites. If they successfully include your site, the page weight of your blog will be greatly improved: Google attaches more importance to ODP (www.dmoz. org), while Yahoo attaches more importance to its own directory (directory. yahoo. com); In the Chinese environment, hao123 (www.hao123. com) and 265 (www.265. com) have a greater impact, and Sogou's catalog (www.sougou. com/dir/) is also important.
The part mentioned above is external links, and the opposite is internal links. Properly increasing the internal links of the blog can more effectively focus the page weight on the key pages, but its role is relatively small, and it will be mentioned later in the website structure. I will not elaborate here for the time being.
2. URL related policies
Let's start with the choice of domain names. As we know, the shorter the domain names with specific meanings, the easier they will be remembered. Similarly, search engines also tend to prefer shorter domain names. The relevant rules are: the length of Chinese national domain names should not exceed 20 characters, and the length of international domain names should not exceed 26 characters; In fact, domain names with a length of less than 12 characters are more in line with people's habits. In terms of type, search engines are more inclined to give higher page weight to non-profit organizations, that is to say,. edu. org receives more attention from search engines.
However, this does not mean that registering a shorter. edu or. org is bound to have a better effect. If your site content and domain name type do not match, the effect is likely to be counterproductive. SEO of personal blogs is a time-consuming project. Choosing a domain name that is really suitable for you and that you like is probably the most appropriate. After all, the impact of relevant factors in this area is not significant.
For personal blogs, especially WordPress, most of them have a problem of redirecting through 301. So what is the favorite way for search engines? The specific reasons and basis are not carefully stated. Here we just talk about the results. I think it is: domain name/category directory/article name.html, that is, set to/% category%/% post_id%. html in the background fixed link. This way will be preferred by search engines and readers. But there are three requirements for this: the English name of your blog classification is relatively standard, you need to customize an alias for each article (otherwise the system will customize a mess for you), and the server supports redirection. (Note: Although the official WordPress documents doubt the effect of using. html to achieve pseudo static links, many people agree that pseudo static links will contribute to SEO to a certain extent.)
There is also a question about whether to use Chinese, English or Pinyin. In fact, although all search engines that support Chinese can parse Chinese, they have never paid much attention to pages with Chinese names. It is customary for us to use English and English abbreviations to name classified directories and article aliases; Why not use Chinese Pinyin, not only because it has received less attention, but also because the length of Pinyin itself is too large to facilitate memory and retrieval.
Setting 301 redirects and customizing aliases for each article have several advantages: first, it can effectively increase the attention of search engines to keywords; second, it is more convenient to move; third, the website is more secure.
3. Keyword optimization strategy
Baidu gets rich by bidding for keywords, and it is currently the No. 1 Chinese search engine. Although many people hate Baidu's desire for profit, we are unlikely to bypass keywords... In fact, Google also attaches great importance to keywords, because Chinese search engines are generally word based, They will first cut the search statements entered by users into words, and then search and retrieve them. Whether for personal blogs or other types of websites, keyword optimization strategy is initially to select your own keywords, and the strategy of selecting this keyword is nothing more than "two high and one low", that is, high search volume, high relevance and low competition. Here you can use some relevant keyword tools to select your own keywords, such as Baidu's hot zone Yahoo's Overtune and Google's Adwords all have related functions. If it is too difficult to be a keyword, you may as well go back to the second place, choose the keyword that is slightly inferior, and then select some auxiliary keywords and related keywords to encircle. (According to the long tail theory, the effect of many ordinary keywords may also have a good effect.)
In order to improve the relevance of the page, it is said that the proportion of keyword density (that is, the number of keywords/the total number of words on the page, excluding page program tags) in the number of pages is 6 to 8%, which is simple to know, because for personal blogs that update relatively frequently, it is more than worth the loss to destroy the content of their own chapters in order to cater to it.
The key words that should be noted are in the three tags in the page header element, namely, title, description and key words, which will be mentioned in detail in the next "Page Header Optimization".
4. Page header optimization strategy
Although the page header content is invisible to the viewer, it is extremely important to the search engine. Previously, we talked about the "three tags", namely title, description and keywords. This part is mainly about how to optimize them. With the abuse of keywords, one of the three labels has gradually become dispensable. However, I still introduce some common sense about it. In fact, it doesn't matter to ignore its role.
The first thing to say is their length limit. The suggestions given in the gadget of the cnzz statistics website are: the title length is less than 80 bytes, the description length is less than 200 bytes, and the keyword length is less than 100 bytes; But this rule seems to be inaccurate. The book I saw gives another suggestion: the title length is less than 56 bytes and the description length is less than 225 bytes (based on the fact that the title length of summary information in Google's search results is generally about 70 bytes, while Baidu's is 56 bytes, and the length of the description part is the length of Google's interception) ... The latter criterion is obviously more practical.
The advantage of this writing method is that the page title (usually the browser window title) is displayed as [Blog Name | Blog Description] on the home page, and [Post Name (or Month, Search Term, Category, etc.) | Blog Name] on other pages; In the output of the page, that is, the content seen by the search engine, if it is the home page, the name and description of the blog will be output, If it is on the page of a single article, the keywords of the article will be output and a short section of content will be intercepted as a description (that is, a summary. Here, the utf8_trim function is used to intercept to avoid garbled code caused by Chinese character truncation errors, and 220 is the number of bytes intercepted).
This writing method was learned from other experts a long time ago... The reason why I like this method is not actually the need of SEO, but this structure looks very clear, which is suitable for me to write where I want, where I want to write, and the style of text oriented; According to different needs, there is obviously a better way to write blogs of other types and contents.
In addition to the length limit and code writing method, we also need to pay attention to the specific contents of the three tags. In fact, this is also very important, even the core content of personal blog SEO. The most basic principle is to put the most important keywords first and avoid stacking key words.
For example, if I am a blog about mobile phones and related content, if I use the writing method of "East and West | Mobile phones, smart phones, mobile phone software, and mobile phone evaluation", it will obviously violate the previous two principles, and the really appropriate writing method will be "mobile phones, smart phones, and software, Evaluation | East Scale and West Claw "... To add one point, it does not mean that keywords can never be repeated. If necessary, they can appear several times, but they must not be too many (the title appears within three times, the description appears within five times, and secondary keywords and related keywords should not be repeated as much as possible).
It should be noted here that the so-called keyword repetition is not a simple repetition of keywords, but a repetition of components in phrases. As we know, all major search engines use word segmentation to search Chinese, and they will automatically divide phrases into word combinations according to Chinese language habits. For example, I use "smart phone" as the keyword, which is the combination of "smart+mobile phone" in the view of search engines. The so-called keyword repetition also includes partial repetition in such phrases, For example, the keyword "mobile phone" in the "smart phone" and "mobile phone software" mentioned above is repeated, which is generally not good. However, if the same keyword is merged, it may cause misunderstanding in meaning, so it is not necessary to force the effect of not repeating key words.
Combining the keyword strategy, length limit and these two principles mentioned above, writing these three tags may be troublesome but certainly not difficult.
5. Code optimization strategy
Code optimization is basically to remove redundant code from the page, simplify complicated code, and put important content in the page in front, so as to improve the page speed and give more weight to important content in the page. Speaking of this, the reason why I don't use all in one seo pack is that it brings a lot of redundant code. It should be noted that, generally speaking, the size of a page should not exceed 100K bytes. If it exceeds this length, Google may not include the page or ignore the content after 100K.
6. Site Structure Policy
Different websites have different importance, even if the weight of different pages in a website is different, what determines the difference in importance between them? The first is the impact of external links, the second is the number of search engines included, and the third is the number of internal link points. The first two factors are difficult to control, but the last one can be completely interfered with. We always want to focus the page weight of the whole website on the more important pages, such as the home page, category directory page, etc., so we need more internal links to them... Many websites have internal links such as "home page" on many pages, which ensures the high weight of the home page of the website.
In general, all pages of a website can be connected to each other through a certain link path. The length of this path determines their relevance (except for index pages such as the home page). The fewer the number of levels of paths, the closer their relationship will be - especially for the home page, they will be easier to be indexed by search engines and browsed by readers.
Based on the above description, if there are three ABC pages, there may be two ways to connect them. One is to connect two ABC pages, and the other is that one of them points to the other two pages and there is no link between the two pages. These are two basic models of website structure; For the actual website, the former structure is almost non-existent, while the tree link model derived from the second structure is widely used.
For personal blogs, the best choice is to add proper concatenation to the tree structure, which requires us to do two things:
1. Appropriate internal links are used to recommend older articles and important content (keywords, classifications, etc.);
2. Display appropriate internal links on the page as navigation content.
The former one is not difficult to understand. In addition to mentioning earlier articles, WordPress has plug-ins similar to keyword links and related articles. They can effectively enhance the correlation between related content, facilitate the inclusion and indexing of search engines, and it is never a bad thing to spend a little effort on this purpose.
The latter one needs more attention. In addition to the "home page" links that appear on almost all pages, what other content do you want to appear on different pages? Know that you also need to take care of links such as friendship links, navigation, classification, indexing, management, comments, and so on. Know that the number of links on a page is limited, and it is certainly not conducive to SEO practice to be all inclusive. Then... what internal links do search engines and readers need when they are on what pages, According to the different types of personal blogs, friends who need to know may as well go to see how similar websites set up these internal links and related content, which will certainly be fruitful.
7. Personal blog SEO taboo list
As a technical means, SEO also has many taboos and wrong means, and some things may be counterproductive; Especially the black hat SEO moves, some of which may have very significant effects in a short time, but once they are found (or reported) by search engines, they may be subject to extremely severe punishment, so what are these taboos?
1. Black hat means (door pages, camouflage, link fraud, stacking keywords, etc.), once the consequences are very serious, let me mention that Google is very clever in cracking the relevant means, but Baidu is relatively slow.
2. With a large number of duplicate content, search engines generally think that collecting websites and mirror websites are not important, but prefer to give more weight to original content pages; It should be pointed out that a large number of duplicate content on different pages of the same website may also be hostile to search engines. For a blog, if an article appears on multiple pages, it is better to display the full text on one page, a summary on the other, and only the title of the article on the other.
3. Page frame iFrame, which is one of the most disliked content of search engines.
4. Extensive use of Flash content, search engines think they are worthless.
5. A lot of junk information, such as junk messages, nobody likes the telegraph poles with small advertisements.
So far in this small series. Finally, SEO is not a panacea. How much it can do? First, look at the time and money spent, and second, look at the experience and skills of the operators who implement SEO. The content of so many rules and regulations I have introduced is still a basic introduction, which is not difficult to say, but more detailed consideration. In fact, does personal blog need SEO? Some people who are purely self entertaining don't pay attention to these contents at all. Even those who are mostly self entertaining like me are too lazy to go and slowly optimize these related contents, which is too boring and tiring... However, even if it is not for showing off, even as an understanding of fashion vocabulary, it is always good to know something.
Finally, welcome the expert students to point out the mistakes.
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