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24 basic knowledge points for website basic optimization
  • Author: Xiangyang strong network extension
  • Issuing time: 2017-09-29 01:09
  • Source: Unknown

The ranking of a website is directly related to whether the basic SEO optimization knowledge is good or not. Today, I compiled 24 basic SEO optimization knowledge points for everyone. When you optimize your website, compare whether the website you are doing is in place. If these are all right, our website optimization will be successful. first step!

Tips for increasing Baidu weight

1. Avoid dead links on your site

Dead links refer to broken links and error links. It was originally normal, but it became an invalid link, which caused the dead link address to be opened in the web page. The server responded with an unopenable page or a friendly 404 error. page. Avoiding dead links is a very important part of doing a good job in site optimization, and it is very important for search engine spiders and user experience. To quickly find out if there are dead links on our website, we can query via webmaster tools!

2, good at using anchor text, do a good job in internal chain optimization

Anchor text is actually adding a link code through a text keyword. Clicking this keyword can link to the page you set. The anchor text plays a very important role in seo optimization. The code of the anchor text is: The code of the anchor text: text Keywords, generally only show the "text keywords" on the webpage, but viewing through the html code is actually a link code! Anchor text is an important factor to improve keyword ranking. :

3.Good at choosing precise target keywords and long tail keywords

The target keywords are actually the main keywords of a website. The optimization of seoer should be based on the target keywords to optimize the layout of the website. The target keywords need to be consistent with the product content of the website, such as the current target keywords of my website. That is, "Seo Tutorial" and "Seo" Baidu are highly popular. The choice of target keywords must also consider the issue of the Baidu Index. Based on the situation of your own website, you must not choose keywords that are cold. If your website weights High, is an old site, you can choose the more popular; but if your own site is a new site, it is recommended to choose moderate or low target keywords, like my site is just over a month after it was built, when it just started I want to do SEO keywords, but based on the above considerations, I chose a keyword that starts with a place and is not an upset keyword. "SEO optimization"

Long-tail keywords are actually keywords composed of two or three short words, such as "Where is SEO optimization training?" And "SEO optimization is good optimization" are long-tail keywords. These long-tail keywords have users Will search through search engines. But compared to the target keywords, the search volume is much less. Generally, long-tail keywords are suitable for optimization in soft text. If you don't know how to find long tail keywords, you can check out my previous article "Keyword Mining Tool".

4, site map is indispensable

The construction of a site map is indispensable, and it is also a performance for search engine optimization. Maps can make it easier for search engines to crawl your site, and unblocked on your site. The English meaning of a site map is sitemap. The xml format is mainly developed for visits by visitors and search engine spiders. The site map is actually just a page, which is equivalent to a path map of the website, but this page places links to all pages of the entire site. The purpose is to show search engines. Search engine spiders like website maps very much, mainly to allow search engines to read this map, so that search engines can browse your entire website more quickly, and grab high-quality pages very well. And included.

5. Please confirm the choice of preferred domain before website optimization

The preferred domain is a domain name that should be selected as the first choice when the new site is online, because a registered domain name can be divided into two types: top-level domain name and second-level domain name. ***. com and www. ***. com, then at the beginning of promotion, you must choose which one to use to optimize the promotion. If both domain names are optimized, it is easy to cause weight loss. Conducive to the optimization of the website, once the preferred domain is determined, then the preferred domain is used for external links and exchange of friendly links. We often see that some websites have both top-level domain names and second-level domain names included! This is the reason why the preferred domain was not selected and then did not do 301!

Able to get out of the sandbox effect quickly

Sandbox effect The newly published website ranks lower and lower in the search engine results pages (search results) determined by the main search engine Google. This phenomenon is called the "sandbox effect". The sandbox effect can also be simply understood as: it is difficult for a new station to have a good ranking or even no ranking in the search engine within the first few months of launch, because at this time the search engine does not trust you. Box effect.

Popularly speaking, it is the evaluation period of our new site by search engines. During this evaluation period, our website does not frequently change the template and the title.

7. Do 301 redirects and 302 redirects for websites

301 redirection is also a URL redirection. When the domain name of the website changes, the search engine only indexes the new URL. After using 301 redirection, the original external links under the old address can be transferred to the new address in full. For example: 112SEO's website "SEO Optimization" now has a URL of www. ***. Com, but I want to change the address to my new 112SEO Website Optimization Forum bbs. ***. Com, and after changing the URL, Neither the inclusion nor the external links will change, and the website weight will not change. Then you only need a 301 URL redirect to get it done. Many of us seoer just started to do website optimization for a company, and found that the original website of this company is not in line with SEO optimization at this time. At this time, you need to make a new website for website optimization, and the old website has a certain weight. At this time you will use 301 redirect! If you don't know how to do 301 redirect, you can check out my previous article "How to do 301 redirect".

Unlike 301 redirects are permanent redirects, 302 redirects are temporary redirects, so it does not pass and transfer weights to new links. The so-called temporary redirects are possible at any time in the future. Will not jump, the original link is displayed, the search engines think so, so a site made a 302 jump, the search engine will think that the new jump url is temporary, so it will not give too much weight . At the same time, the search engine will also give the right to deal with it.

8, 404 page settings

After setting up a 404 page on the website, if a dead link appears on the website, when a search engine spider crawls such a URL and gets a "404" status response, it knows that the URL has expired, it will no longer index the page, and feedback to the data center that the URL indicates Pages are deleted from the index database. Avoid the impact of dead links on your site's inclusion, while improving user experience and avoiding a decline in trust.

Some websites return 200 status codes or 302 status codes due to the application of some incorrect server configurations. Although these status codes have no effect on users who visit the website, they will mislead search engines and make search engines think that the page is Valid pages to crawl down. If there are too many 404 pages, it will cause a lot of duplicate pages, which is likely to be punished by search engines as cheating.

9. Understand the concepts of external links, backlinks, and external links, and how to make high-quality external links

External links: It ’s often referred to as “external links”, which can also be understood as backlinks or import links. For external links, the definition of Baidu Encyclopedia is said to be “friendly links”. This is definitely not correct. Sites outside the site point to the URL of your site, including the home page and the inner page, but without the NOFOLLOW tag, which can be crawled by search engines. External links are the most important factor in determining the pr weight of your website.

Backlinks: The abstract representation is that there is a link on website A that points to website B, then the link on website A is a backlink to website B, and the image indicates that there is a link in Baidu Post Bar that points to my website SEO optimization. Then the link in Baidu Post Bar belongs to a backlink optimized by my website for SEO.

Off-site links: This is also literally simple, that is, all links from off-sites pointing to our target sites are off-site links.

How to make a high-quality external link, as mentioned in several articles, I wo n’t go into details here!

10.Understand the concepts of pv, uv, ip in the seo industry

IP: refers to the number of independent IP. That is, the IP address, a computer may change multiple IPs a day, such as those using ADSL, reconnect after disconnection may be assigned another IP.

UV: refers to an independent visitor, that is, a computer client accessing your website is a visitor; for independent visits to the website every day, there can be multiple computers under one IP, then the independent visits of these multiple computers are even multiple UVs.

PV: Refers to page views, the total number of times all pages have been viewed, and clicks on each page are counted once.

11. Don't exchange links with the link factory. Try to avoid various traps when exchanging links.

Link farms, also known as link factories, are the entire website or part of the pages of the website without substantial content. They simply exist in order to exchange links and pass pr to each other to increase the PR value of this page. The site itself has no other content or extreme content. Less content, it is a typical seo cheating website, the website linked to the link farm is more likely to be dropped by Baidu spider and the danger of refusing to include it.

For seo workers, exchanging friendship links is a very important job content in their work, but many friendship links now have traps. Friendly link traps The definition of the exchange of friendly links provided by Weiwei SEO has no practical effect. On the contrary, links that may not be conducive to website optimization are all friendly link traps. It is a trap that webmasters intentionally put on, such as pr hijacking, spam websites, Websites such as door page websites, station groups, web hijacking sites, and linked farms are sites that belong to the friendly link trap.

12.Use breadcrumb navigation or tree navigation

Breadcrumb navigation (or breadcrumb trail) is a kind of navigation that shows the user's position in a website or web application. The breadcrumb navigation was originally from the myth story "The Adventures of Fantasy Forest". The two little protagonists of the story leave a breadcrumb path, and then follow this path to return home. Just like this story, on the Internet, breadcrumbs provide a way for users to track back to the page they originally visited, and they can clearly guide customers through the route between the website and the homepage. The simplest way is that breadcrumbs are horizontally arranged text links separated by greater than signs ">"; this symbol indicates the depth (level) of the page relative to the page linked to it.

13. Try to use absolute links for site optimization instead of relative links

Relative links, relative paths refer to URLs that do not include the domain name of the homepage of the website, but use a command that returns a file to get the website to a page or return to the homepage; and absolute links are complete URLs that contain the domain name of the homepage, with The link between http and www specifies a certain URL.

Relative links and absolute links each have their own advantages. When designing a website, the links on the page of the column are relative links. The relative link code is simple and easy to use, which can reduce redundant code. However, relative links also easily lead to broken links and dead links. The presence. So the best solution is to use absolute links, which can avoid all the potential problems mentioned above, and is the best way to make the links really work. In the process of optimizing the internal links of the site, it is also recommended that you use absolute links to do it!

14. How much keyword density should be set and how to increase keyword density

Those who have visited seowhy should know that the answer given by seowhy is "2-8%, 3-7%, less than 10%, about 5%, you can choose one yourself". 112SEO personally thinks that the keyword density can be ignored by anyone. As long as we focus on user experience, what about the 10% density? As long as you do n’t deliberately pile up this keyword, it is actually Ok, for example, some sites want to optimize the keyword "website", then the keyword density of the homepage may inadvertently reach 10%, will it be degraded by search engines? This is definitely impossible. From the perspective of search engines alone, Weiwei SEO will definitely recommend that the target keywords you want to optimize exceed 2%. However, from the perspective of website operation, it is more important to build a website around user experience and keyword density. everything is nothing.

15.Understand nofollow tags

nofollow tags are commonly used HTML tags added to hyperlinks to instruct search engines not to crawl, so search engines seeing this tag may reduce or completely cancel the voting weight of the hyperlink, then the search engine will not include the hyperlink Linked pages, the nofollow tag was originally invented by Google, the purpose is to minimize the impact of spam links on search engines.

Image metaphor: There is a link on the homepage of Baidu pointing to my website "SEO Optimization". If Baidu adds the nofollow tag to this link of "SEO Optimization", the search engine does not count Baidu into the "SEO Optimization" reverse Link, it does not increase any pr value.

16.Understand black hat seo, white hat seo, gray hat seo

Black hat technology is a cheating method for seo optimization. It is an optimization technology prohibited by search engines to optimize websites. Black hat can improve website ranking and traffic in a short period of time. White hat technology is very formal. Ways to optimize the website, it can improve the user experience of the website, and it can also interact well with other websites, such as link exchange; gray hat technology general website platform introduction is relatively small, many engaged in seo People are not very well aware, in fact, the gray hat technology is an optimization method between the white hat and the black hat.

17. Understand cross-links for easy link exchange

Cross-linking still needs to be done by exchanging links. The general friendship link is only the link exchange between 2 stations, and the cross-link is the link exchange between three or more stations. For example: 112SEO I have 2 Site, one is network A, the other is network B, and the person I exchanged with has a network C, then I want to make a cross link with you to focus on the weight of network A, then the cross link is the "B network" link for you "C network", while "C network" does not need to link to "B network", directly link to "A network". Crosslinks are generally not easy to view, so it is more suitable for doing it among friends!

18.Understand wheel chains and station groups

The so-called "wheel chain" can also be called a "sprocket". We only need to understand the wheel chain literally, that is, the purposeful link of the link points to the next site, and three or more links turn to the next link in one direction. Compared with a single import link, the SEO wheel chain is equivalent to a match being slightly broken, while a group of matches has a similar nature and plays a role of 1 + 1 greater than 2. If everyone does not understand Yes, the Weiwei SEO analogy is that there are four websites, namely A network, B network, C network, and D network. The chain is A network page link to B network, B network to C network, and C network to D network, although Network D only has one link for network C, but in fact network A and network B both point to network D indirectly and gain greater weight, and network C does not just get a link to a page on network B.

A station group is, as the name implies, a collection of websites. Generally, a webmaster or a company operates a team of 10-100 websites, and then becomes a group similar to a university community. It is used to obtain a large amount of traffic through search engines and Internet channels. At the same time, the weight transfer between each other can improve the ranking of search engines. In the past, the use of station groups was an effective method to improve keywords. However, with the algorithm upgrade of Baidu search engine, station groups are easier to be identified by Baidu spiders because of station groups. From the perspective of seo, optimization is the same as wheel chain, which is a cheating behavior. It loses the fairness of search engine optimization. Therefore, after Baidu recognizes, it will reduce the weight and all the station groups will be k, so it is generally not recommended.

19.Learn about various weight tags in seo training courses

Weight tags are html tags that affect page weight or relevance. Weight tags are often used to highlight relatively important content on a page, thereby increasing page relevance and increasing page weight. H1, strong, alt These tags are weight tags! If you don't know how to use them, please check out my previous article "SEO Code Optimization".

20.Improving seo conversion rate is a good performance for user experience

The seo conversion rate refers to the ratio of the number of visits of the corresponding website user behavior to the total number of visits to our website through search engines. The seo conversion rate is a broad concept. The corresponding website user behavior can be users Login, user registration, user subscription, user download, user reading, user sharing, and other user behaviors are different from the conversion rate in the e-commerce field. The conversion rate of e-commerce sites is mainly focused on the number of transactions and the total website. The percentage of total ip. The seo conversion rate is the conversion of visitors who come to the website into the website's resident users through search engine optimization. It can also be understood as the conversion from visitors to users. After all, many seo sites do not have the requirements of professional e-commerce websites and do not directly participate in sales through the website.

21. Analysis of keyword competition difficulty

The difficulty of keywords depends not only on the index of the keywords. Whether we do Baidu or google rankings, the most important thing we face is competitors' websites. It is the key to have the strength and ability to surpass the competition logarithm, so When choosing words, analyze the difficulty of keywords from various dimensions.

22.Friendly Link

The benefit of friendly links is that you can increase the weight of the website, increase the ranking, and increase traffic by recommending each other; but too many friendly links will become a burden on the webmasters and a burden on the website. Therefore, you must pay attention when exchanging links. GooglePR value is very important. When you exchange links, you always value the PR value of the other party, especially on the homepage. You must find sites with high PR values to make links, so that your links The PR value will also increase; in addition, pay attention to the quality and quantity of exchange links, especially not to exchange links with cheating sites, especially sites that have been punished by Baidu and Google.

If the friendship links are done well, they can attract spiders to crawl from high-quality websites to their own websites, and make spiders form a crawling cycle, allowing engines to give high ratings to their websites, which will greatly help website traffic and snapshot updates.

23. Where are keywords on the page more effective?

Search engines consider spiders to have keywords on important pages.

I. First keywords should be in each paragraph of the article;

2. Web page header tags (such as: Description Tag-description tags, keyword tags, etc.) should be placed with keywords;

3.Keywords should be written in the ALT tags of pictures on the webpage;

4. Consider using keywords as subdirectories:

5. When talking about keywords on other web pages, don't forget to add links and point to that web page;

When adding keywords, you should consider users of the site, not search engines. Do not use any means to fool search engine spiders.

What is 24.robots.txt useful?

The full name of the Robots protocol is "Robots Exclusion Protocol". The website uses the Robots protocol to tell search engine spiders which pages can be crawled and which pages cannot be crawled.

The Robots protocol is used to tell search engines which pages can be crawled and which pages cannot be crawled. It can block larger files on some websites, such as pictures, music, videos, etc., to save server bandwidth; it can block some dead sites on the site. link. Convenient for search engines to crawl website content; setting up a site map connection to guide spiders to crawl pages.

SEO is not tricking spiders

For the basic knowledge of website optimization, I have summarized the above 24 points, and many of them are general. If you already have the basics of SEO optimization, I believe that you can realize it in one point! Whether you are doing Baidu or Google, these are necessary. Optimization of the basic points, we can do more with less.