How to optimize website seo? What are the methods?

Before building a website, the first thing we should do is to define the positioning of the website, which will bring about a higher customer conversion rate. The purpose of building a website is marketing. Only by focusing on one thing can we better display our website, so that the content construction of the website will be quite simple (see Ma's blog "SEO Positioning and SEO Optimization Strategy in Overall Website Planning" for details).

While doing SEO optimization, we must first confirm the ultimate SEO goal of website optimization. With a clear goal, we can better arrange specific work.

This goal can be long-term, strategic or short-term, but whether it is short-term or long-term, we should not set an impossible goal on the premise that our goal setting must be achievable, and then break it down into specific monthly, weekly and daily goals.

The target group is people from all walks of life, and the application of computer network is relatively inconsistent. Clarify the audience of the website. If you want to promote it on the Internet, you must promote the brand, effect and reputation of disease treatment. The effect of natural optimization will be better than bidding (for corporate websites, I once told you in detail in Ma's blog "How to do a good job in SEO positioning of corporate websites according to corporate audiences"). Interested friends can have a look.

Second, the analysis of competitors

There is a saying in Sun Tzu's Art of War: "Know yourself and know yourself, and you will be invincible." Before starting optimization, we should first understand the customers' products and services, and study the competitors' websites (see Ma's blog "How to Analyze Competitors with SEO Thinking Mode" for details).

The target groups and services of the website can be understood through the website or through direct communication with customers. For the analysis of competitors, Ma also highlighted the following points:

1. Basic data: website age, collection amount, collection rate and snapshot freshness.

2. In-station optimization: title design, description writing, emphasis on words, paragraph titles (H 1, H2, etc. ), URL processing, link depth, use of Nofollow, optimization of directory page and content page, etc.

3. External data: quantity and quality of external links, external links of the whole station, external links of the home page and brand awareness.

Ma suggested that webmasters or SEO personnel can establish a data model through these aspects, and record each item in detail and write it into the plan.

Third, target group analysis, determine the website keywords.

Analyze and understand the patient group, what kind of target users of the website belong to, and the target users required by different website attributes are different. Ma suggested that you do a good job in accurate customer marketing and don't go to SEO for SEO's sake.

After determining the user group, we began to study and analyze the keywords of customer websites. The principle of selecting keywords is to take the users of the website as the guide, and analyze what keywords they will use to search the products and services of the website from the users' point of view. At the same time, we must communicate with customers and determine the keywords of the website. The core keywords of a customer's website are not necessarily popular but must be accurate (see Ma's blog "How to accurately locate keywords in a new website" for details)!

For the method of analyzing keywords, Ma suggested the following points:

1, research the keywords of competitors' websites.

2. Keyword mining tools: Baidu backstage keyword query tool and love stand net keyword recommendation mining tool are especially recommended here.

3, search engine drop-down box and related search.

4. Long tail keyword mining on question answering platform.

Fourth, carry out SEO optimization of websites.

Here, Ma briefly introduces how to formulate SEO optimization strategies for websites from two aspects: on-site optimization and off-site optimization:

1, in-station optimization

Generally speaking, the initial website will be unreasonable, and the website needs to be modified according to the main points of SEO optimization. Here, Ma briefly introduces the following points:

(1), station structure optimization

The structure of the website should be clear, the layout should be reasonable, and the jumbled code and a large number of JS scripts and FLASH animations should be rejected, which will affect the opening speed of the website. The column setting should be clear and easy to see, so that visitors can browse clearly (see Ma's blog "How to optimize the SEO of internal links in websites" for details).

(2) Intra-station links

For website links and internal links, what needs to be done is:

A change the dynamic station to static or pseudo static (technical support is required).

B, control the number of internal links in the article,

C, the relevance of linked objects should be high,

D. Give relatively many links to important web pages,

E. unify URL, use absolute path, and do 30 1 redirection.

The advantages of this are: it is convenient for browsing between pages, improving the efficiency of search engines, and focusing on the topic makes the keywords in the topic have a ranking advantage.

(3), SEO details optimization

For a professional SEO person, Ma suggests that you pay more attention to some SEO optimization details (see the related introduction of Ma's blog "Some Optimization Details Easily Ignored by SEO in the Site" for details), such as:

A, the writing of the title, the ALT tag of the picture.

B, reasonable layout of keywords and keyword density (in the title, label and description text), description settings.

C. long tail keyword record table.

D, secondary navigation, directional anchor text, the first anchor text on the inner page is black.

E, do a good job in the relevance of page content, and insist on updating the original article content.

(4) Analyze the keywords of competitors.

A, look at the internal and external links of the website, whether the external links are strong, and whether the articles with internal links are anchored.

B, look at the position of the keyword in the title, whether it is on the home page and repeated, and whether the website is doing around this word.

C, look at the outside chain of competitors' home pages.

D, the location of keyword distribution, URL links (both the main domain name and the internal page are being done).

E, look at the size of the website, the age of the domain name, the amount of inclusion, and the update mechanism.

(5) Add a website map and make 404 error pages.

When spiders enter the website, the website map is a good guide, and spiders can easily enter every corner of the website, so we should establish a reasonable website map according to the needs of SEO optimization.

In addition, there are 404 error jump pages. Regarding the 30 1 redirect file and the 404 page, many people don't do it, and some webmasters don't do the 404 return code (please refer to Ma's blog "Do you really know the 404 page settings?"). In fact, these two pages are still very important and play a role of reminding.

2. Off-site optimization

SEO optimization outside the site is mainly built through external links. The main ways are: friendly links, blog comments (messages), forum signatures (posts), question and answer platforms, encyclopedias and classified information promotion.

Here, Ma Xianghai also shares with you some methods and platforms for the construction of external chains that I often do:

(1), blog comments (comments) Self-built blogs-Sina, Sohu, Tianya, Netease, Baidu Space, He Xun.

(2) Sign the forum and post with some keywords and links-industry-related forums and webmaster forums.

(3) Through classified information promotion-58 cities, Jiji.com, People.com, today's Topic.com, Yideng.com, List.com, Baiye.com, Jiujiu.com, urban classified information network, China enterprise record, Kelpolo, electromechanical home, etc.

(4) Encyclopedia-Baidu Encyclopedia, Soso Encyclopedia and Interactive Encyclopedia

(6) Pay attention to the dissemination of brands and information (release website soft articles and related recruitment information, etc.). ).

(7) Point relevant keywords to authoritative websites appropriately in the article to improve the trust of websites in search engines.

In addition, Ma reminded the webmaster or SEO optimizer that there are also some precautions that need special attention when building external links on the website, such as:

(1), the link text contains keywords, so pay attention to the diversity of keywords.

(2) Try to communicate with websites with high relevance. The PR value of the other party is greater than its own website, and the fewer links the other party exports, the better.

(3) Pay attention to the diversity of anchor texts of external links (for details, please refer to the related introduction of Ma's blog "The focus of website external link construction is platform dispersion and external link quality").

Verb (abbreviation for verb) website staffing

Generally speaking, an ordinary website needs to be equipped with two website editors and 1 external link specialist.

1. Responsibility of website editors

Original website articles, editing pseudo original content, editing original articles and stories for news events, blogs, Weibo, etc. , get website information and change the preparation.

Ma reminds all webmasters to pay attention to the frequency of website content publishing, and regularly update the content of website columns to ensure that more than 10 articles are updated every day.

2. Responsibilities of Chain Commissioner

Mainly promote off-site forums, blogs, Weibo, activities, etc. , publish the updated content according to the quantity every day, ensure the update frequency with the content events of the main website, track and maintain the published content, statistically analyze the publishing effect, find out the exchange and cooperation of links outside the site, and make statistics on the website visit traffic and keyword data analysis, regularly correct the existing website problems, and collect visitor information for statistical analysis.

Vi. Monitoring and analysis of website effect

After the website has been in operation for a period of time, as a professional SEO optimizer, what needs to be done is to analyze and evaluate the SEO optimization effect of the website (see Ma's blog "How to Analyze and Evaluate the SEO Effect of the Website" for details). The monitoring of the effect can let us know clearly the return on investment of this SEO work, the areas that need improvement and so on.

1, statistical website access data, analysis of visitor resource information, analysis and summary of ways to increase traffic.

2. Make a statistical analysis of the keywords put in, summarize the popularity of keywords in different time and space, and continuously and effectively analyze and improve the keywords on this site, especially when there are activities.