What should be paid attention to the impact of website production and revision proposal on SEO optimization
Source: Shangpin China |
Type: website encyclopedia |
Time: May 23, 2015
What is website revision? Website production What is the recommended optimization plan for revision? What should we pay attention to the impact on seo optimization? Next, Shangpin China, the website production company, will share some experiences with you:
When the website has operated for a period of time with poor results or hopes to achieve better results, it is advisable to re plan and redesign the website, sometimes just make some seemingly minor improvements. As long as the basic characteristics of the marketing enterprise website are truly reflected, obvious results can often be achieved.
The premise of website revision is to know why and how? If only the design, functions and columns are slightly changed, these are very simple and technically not difficult. However, for the development of the website itself, it does not play a major role, especially for some websites that have serious problems of unfriendliness to search engines, and there is no targeted revision, which is equivalent to just changing the shell of the website without addressing the symptoms. Whether it needs to be revised or rebuilt. Whether it is revision or reconstruction, it is necessary to first analyze and diagnose, make overall planning for the website, find out the problems existing in the existing website and corresponding solutions, and at the same time have the concept of optimization; Instead of blindly rebuilding new websites.
1、 Reason for revision
The operators of each website are unwilling to change the version, because this means that they have to invest in expenses again. However, it is inevitable to revise the website for the development of the enterprise, because if the website has lagged behind the competitors in design and function, it will affect the sales of products and the establishment of brand image.
1. Because the original website is poorly made and has many defects in functions, the effect of publicity and online marketing is poor. One is that in the early stage of website construction, the website was simply built without careful planning. In the process of using the website, I found that the design of the website was too vulgar, the functions were not comprehensive enough, and it did not conform to my brand image. Almost all of these websites were made by unprofessional network companies, and I found a template set at random. Therefore, whether it is the first time to build a website or to revise the website, it is of paramount importance to choose a website design company. Never choose a company with only design ability but no technical ability, nor a company with only technical ability but no design ability, as the current development of China (especially Shenzhen, Shanghai, Guangzhou) In cities with relatively developed commerce, the vision of the customers who browse the website has become relatively international. Therefore, if the design and technology are not perfectly unified, the website built in this way will certainly make you change the version again!
2. Improve the original website in SEO website optimization Inadequate in terms of supporting the intelligent generation of static file formats on the front page
3. Because the technology and thinking used in the original website production have become seriously outdated, the website produced with this technology has long been inconsistent with the rapid development of the Internet trend, and the network marketing guided by the original thinking has also seriously affected the efficiency of enterprise market expansion.
4. With the development of the enterprise itself, the website under the original structure is no longer suitable for the latest development of the enterprise, and the entire framework and various parts of the content of the enterprise website need to be re planned. 5. Enterprise logo or other relevant VI system replacement, the original website color matching, style orientation, is no longer suitable. 6. Changes in corporate brand promotion policies and strategies require appropriate changes in online marketing to match the latest brand promotion, marketing strategies and marketing. 7. It is difficult to maintain the website, and non website personnel cannot operate it. 8. If the company's operation mode or strategy changes, the company's website will also change accordingly; 9. The website only cares about the appearance, but in fact it is difficult to promote, and needs to be revised; 10. The current style of the website cannot meet the user's requirements, and the website user experience needs to be revised; 11. The communication with the design staff is not in place, and the website has defects that need to be revised;
2、 What should be paid attention to the impact of website revision on SEO optimization
The impact of website revision on SEO can be large or small. Generally, in the first few days after the website is revised, the search engine robot will have some discomfort when crawling the web content, but it will not have a great impact on the SEO effect of the entire website. However, if handled improperly, the website revision will reduce the ranking of website keywords in the search results, and the website inclusion will also decline accordingly. The worst result is that the website has been downgraded by K. Therefore, from the perspective of SEO optimization, we need to pay attention to the following factors when revising the website.
1. Change domain name
The change of domain name may bring serious consequences to website SEO, so it is not recommended to change the domain name if it is unnecessary. If you really need to change the domain name, do not abandon the old domain name while using the new domain name. Instead, the old domain name should be kept online. You can set 301 to permanently redirect the page to the new site. In this way, we can retain the stable visiting group and loyal users of the old site. If the old domain name cannot be accessed immediately after the new domain name is replaced, the new site will lose the objective traffic previously established.
2. Try to avoid changing the overall structure of the website
When carrying out necessary website revision, it is necessary to try not to change the overall structure of the website, especially the links. Of course, if the previous site did not perform well in the search engine, you can consider changing the site structure, such as the internal navigation structure. Any change in the website structure will affect the search ranking of the website in the search engine. The most significant impact is the loss of PR transmission of links between internal navigation websites. Secondly, the URL rules of the website cannot be changed at will. Changing the URL rules of a website at will will lead to the failure of all the web addresses that have been included in the search engine, which is extremely serious to the damage of website SEO optimization. While revising the website, do not make changes to the file structure and directory of the website when it is unnecessary. Try to use the best keywords in the website navigation and website map.
3. Be careful with pages with better rankings
A website must have a better ranking page. For these pages, try not to change or completely delete them in the process of website revision. The page with the highest ranking of a website should be kept temporarily. Alternatively, you can set 301 to redirect to a new page. Otherwise, the previous link breadth and PR value of old pages with better rankings will not be transferred to new pages, which will be detrimental to the search engine optimization of new pages.
4. Carefully treat the whole theme of the website
The slightly experienced webmaster knows that the whole theme revision of the website has the greatest impact on SEO. The change of website title is likely to cause the website to be demoted by the search engine. Baidu has used the standard of recalculating the weight of websites with the behavior of changing website titles. This shows that you should not easily modify the titles of websites that have been launched or even included in search engines.
However, websites that really need theme revision can be treated differently. For some websites that mainly rank keywords according to the title, they often need to modify the title of the website. In the process of the rapid development of the Internet, the search habits of Internet users are also changing, which will lead to the lack of traffic for the keywords that used to be searched heavily. At this time, new keywords need to be adjusted, and the whole website theme needs to be revised.
Because the changes of website template and keyword layout will affect the SEO optimization results of the website, and even make the ranking of the website in the search engine decline. Therefore, in order to retain the traffic of previous websites, it is necessary to retain the previous optimization results as much as possible during website revision. If the enterprise website used to be optimized by a professional SEO company, you can try to contact the previous SEO team when revising the website. Let these SEO personnel participate in the whole website revision process, so as to maintain the optimization of the previous website SEO optimization effect.
It usually takes some time for the website to be revised. The old version of the website data needs to be kept and coexist for a period of time before the new website is released online. In order to improve the user experience, the 301 command to turn to a new page or the 404 error page command can be properly set. After the release of the new version of the website, it is also necessary to skillfully guide the search engine spiders to crawl and update the content of the new version of the website by means of SEO, which can include adding high-quality external links and submitting XML website maps. Before revising the website, be sure to analyze and determine whether it is necessary to revise the website.
3、 Benefits of revision
1. Get rid of the old traditional website model and display the new corporate image; 2. Display in front of customers with a new look to enhance competitiveness; 3. Improve user experience, add interaction modules, and actively contact potential customers who are visiting the website; 4. Customize each channel, column, and each single page meta tag to improve Baidu snapshot ranking; 5. Add "Frequently Asked Questions" column to provide customers with perfect pre-sales and after-sales services; 6. The intelligent background management system can manage the website if you can access the Internet; 7. Adopt the technology of "dynamic writing, static reading" to improve Baidu's natural ranking.
4、 Revision suggestions
1. Visitors' experience
The primary consideration of website revision is the access experience of website users. Users come first. Without users, website revision is meaningless. If a great change has been made to various applications and functions of the website, causing visitors to be unable to use some of the original website functions that they are already familiar with or to have a great change in the use method after the revision, it is bound to make visitors feel at a loss, or even resist the website. On this issue, we must seriously consider and plan well, otherwise, the traffic loss caused by the revision will not be worth the loss.
2. Layout design
Generally speaking, website revision requires a new design of the layout, which is equivalent to the re establishment of a website from beginning to end, which is naturally understandable, but it is very important to take into account the overall style design of the website while pursuing perfection. Imagine that the revised website has a very different style from the old website, which is almost irrelevant. It is equivalent to a huge cosmetic surgery, completely without the shadow of the past, which will involve the image of the entire website. Of course, this will also be a failed revision plan.
3. Search engine factors
The search engine is the most important source of traffic for the website, and the website revision should be given more consideration in this respect. If the website is significantly changed, the search engine will need a period of time to observe the revised website. As for the specific time, it depends on the degree of changes made to the website. If the theme and content of the revised website are very different from those of the old website, it may even cause the search engine to abandon the inclusion of the website.
4. Factors of keywords
Every website has its own keywords, which are often closely related to the value of the website. If a website has high quality keywords, you must take this factor into consideration when you start to revise the website. If the website is hastily revised without detailed analysis of the existing keywords and various traffic source data, it is easy to lose the traffic brought by a keyword after the website is revised. For example, the keyword "website revision" can bring you 300 potential visitors every day. If the keyword factor is not taken into account when the website is revised, the traffic generated by the keyword "website revision" may be lost after the website is revised, which is immeasurable for the loss of the website.
5. Factors of anti link
To some extent, external links will have a crucial impact on the weight of websites. A website with a wide range of anti links will gain more weight than a website with fewer anti links, and a website with a large weight will have a decisive impact on the index ranking of search engines. If the revision is careless, resulting in a large number of invalid links or losing some links with high weight and good ranking, this is not a good thing.
When making a website revision plan, you should think twice before you act. You must do a good job in the preliminary planning. Of course, you should be patient enough for the revised website to wait for the acceptance and recognition of visitors and search engines. If the website loses trust and affects its image due to revision, then revision is meaningless. No matter how perfect your revision is, it is just a chicken bone at best.
4、 Notes on website revision
The website revision serves two things: user needs and business needs. How to make a smooth revision? Let's see what we need to pay attention to.
1. Conduct demand survey before revision
As with many product development, website revision will encounter constant changes in demand, which means that many times it may require repeated work, or even complete rework.
So at this time, the importance of revision demand survey is highlighted. You need to collect users' needs for functions from user surveys, data mining and other methods. At the same time, you need to confirm with the management the revision demand for the overall development of the company, and then summarize and sort out several aspects of revision demand for use in revision.
Perfect demand survey has two positive meanings for website revision: first, let the product team know well in the process of product design and development; The second is to reduce the time and user losses caused by demand changes.
2. Try not to change if possible
In the process of website revision, the user's usage habits may be affected, so try not to change if possible. The purpose of website revision is to add, to make the website better, not to subtract.
The likes and dislikes of users are an important criterion to test the success of website revision. Therefore, if there are some well received functions that are against the commercial interests or the will of the top management, it is better to preserve the user's usage habits. If it is not easy, users should be given enough time to adapt.
3. Progressive evolution
Many websites have been revamped, and the senior management likes to immerse themselves in the joy of the whole station. However, such a thorough revision often leads to a large loss of users, and the users who have worked hard to cultivate may disappear due to the rash revision. The bigger the website, the heavier the loss.
There is a famous experiment called "Boiling Frogs in Warm Water". Our revision should also be carried out steadily step by step, giving users a period of time to buffer, so that users can learn and adapt to new functions.
If you need to change five channels, change them one by one; If you need to change ten functions, change them one by one.
Before changing the version, you should first inform the user of which functions will be changed, what will be changed, and what benefits will be gained after the change. Then in the process, you can receive various views of users on the revision, and then judge the feasibility of revision.
4. Going online does not mean the end of revision
Many friends, after the website is revised and launched, will always breathe a sigh of relief, and then say psychologically that it is finally over.
However, revision is a means rather than an end, and catering to users and meeting business needs is the key. This means that the online is not the end, but a new starting point.
Then you should widely collect the views of all parties on the revision, including but not limited to users, colleagues and industry friends, and screen out reasonable suggestions from them before making adjustments and improvements to the website.
5、 Website Revision Scheme
1. The navigation bar should be reasonably arranged and in-depth analysis of the customer's industry should be conducted, including industry characteristics, customer characteristics and customer needs; 3. Diagnose and analyze the original website as a whole, summarize the existing problems, briefly formulate the Diagnosis Analysis Report, and formulate and implement the website revision plan; 4. Communicate effectively with customers on the specific implementation of the revision plan, and determine the specific details of the revision; 5. Website revision: Conduct user satisfaction survey on the revised website, timely modify and correct the unreasonable or insufficient parts of the revised functions and columns, and ensure that all the needs of the target users are met to the greatest extent.
Source Statement: This article is original or edited by Shangpin China's editors. If it needs to be reproduced, please indicate that it is from Shangpin China. The above contents (including pictures and words) are from the Internet. If there is any infringement, please contact us in time (010-60259772).
