I was previously invited to help a corporate website conduct an SEO optimization analysis to solve various non-standard SEO problems on the website, and ultimately improved the overall page ranking and weight of the website. Here is Moonlight Blog I would like to share this case with you, hoping to discuss the pros and cons of this SEO optimization plan with you.

1. Current status of the website

The company's website has a 16-year-old domain name. The website's program is a CMS program developed by the company itself. Google's weight is normal, while Baidu's weight is relatively low. , indicating that the website’s competitiveness in Baidu search is low, and the overall inclusion of the website is okay, but the traffic from search engines is not much.

2. Problems with the website

1. Website security

Problem: Using various website security scanning tools to scan, it was found that the website has multiple security vulnerabilities. In addition, there are a lot of black links posted by spamers in the forums on the website, which may lead to penalties from the Baidu search engine and cause the website to be demoted.

Solution: Generally, if a website has good security, it will be easier to get a better Baidu ranking. If the website has major security holes, it may be demoted or even removed from Baidu. Judging from the current situation, the website The security detection effect of the website in Baidu is not good, and all security vulnerabilities need to be repaired. Otherwise, not only will it be difficult to increase Baidu's weight, but it will also bring the risk of the website being hacked. Black links on the forum should be deleted immediately.

2. Dead links

Problem: From the Baidu Webmaster Platform, the website collection contains a large number of dead links, which is caused by the deletion of old files after the old version of the website is updated to the new version.

Solution: Dead links determine how search engine crawlers crawl the website. It is not a good thing for a website to have dead links. First of all, if a website has a large number of dead links, it will greatly damage the overall image of the website. Furthermore, search engine spiders crawl and search through links. If there are too many links that cannot be reached, not only will the number of included pages be reduced, but the weight of the website in the search engine will be greatly reduced.

For pages that do not exist, 404 information should be returned. Currently, 302 information is returned, which is abnormal. 302 redirect jumps are very easy to be punished by search engines and are black hat cheating. It should be modified immediately to return the correct 404 information on the 404 page and prompt a page address. Do not perform a 302 jump immediately, but wait for a few seconds to jump through javascript.

Some expired content search engines will return a 500 error when crawled, and a 301 redirect page should be used.

Create a separate 404 HTML page. After the page is displayed for a period of time, use javascript to redirect to the homepage of the website. For the specific HTML page code, it is recommended to refer to Sina's 404 page.

3. Website structure optimization

Problem: The layout of the website is too traditional, the header page of the web page lacks breadcrumb navigation, and the bottom page also lacks navigation. There are no robots.txt and sitemap.xml files.

Solution: The secondary navigation or site map of the website should be added to the bottom of the website, so that it is convenient for customers and search engines.

The website directory is organized as follows: Home Page - "Column Page -" Content Page. Breadcrumb navigation is added to the top of the website, navigation to the main columns is added to the bottom, and navigation addresses are added to all pages.

Add robots.txt and sitemap.xml files. Submit sitemap.xml to various search engines at the same time.

4. Website page optimization

1. Website description and keyword density

Problem: The title of the website is only the company name and cannot accurately express the purpose of the website. There are too many keywords in the theme and keywords tags, and the keywords cannot be displayed on the homepage of the website, which shows that it is difficult for search engines to determine the keywords of the website.

Suggestion: The website description is for search engines and customers to have a more intuitive understanding of the website itself, website services and product information.

Keywords and keyword density determine website keywords in searches. Anyone who does website production or online promotion probably doesn’t know SEO, that is, search engine optimization. This is a method that uses the search rules of search engines to improve the relevance of the target website. How it is ranked within search engines.

In the website title, it is best to remove the word "home page" or put it at the back to highlight the company's core keywords, and add "official website" and the company's core slogan to the back of the title.

Reselect the keyword. The keyword should have a certain frequency of appearance on the homepage and a density greater than 2, such as keywords such as company names.

2. Website image and flash optimization

Problem: There are a large number of images and slideshows on the website. The website looks good but is not practical.

Solution: All images need to be added with alt descriptions so that search engines can know what the website is about. Minimize Flash and increase text information.

3. H tag optimization

Problem: The title of the website article does not add the H tag, but is displayed through the font size.

Solution: The titles of all articles are placed in the H1 tag, and the subtitles are placed in the H2 tag. The styling of H1 and H2 tags is controlled through global CSS.

5. Content Optimization

Problem: The small amount of website content updates is not conducive to the inclusion of the website in various search engines.

Solution: The content of the website is a very important part. Frequently updated and original content is an important factor for search engines. We mainly maintain the content of the website through the following three aspects:

1. Develop a content update plan based on target keywords.

2. Analyze long-tail keywords and implement long-tail deployment for the entire site.

3. Depending on the specific situation, build special columns in the site to enrich the website content.

Effectiveness tracking and evaluation analysis: Analyze the daily traffic from search engines based on the log and statistical system, analyze the origin of customers, etc. After statistical analysis, we can better understand the dynamics of visitors. And the optimization strategy can be adjusted according to the situation.

The main measures include: increasing the frequency of content updates on the main website, publishing the updated content through external platforms such as Sina Weibo and Sina Blog, and bringing back backlinks.

6. External link optimization

Problem: There are few backlinks, and most of the text in the backlinks are company names, which is not conducive to optimizing business keywords.

Solution: Strengthen the construction of external links and submit the website to major categories to increase the website’s visibility. At the same time, submit the main site information to other third-party websites, exchange friendly links with websites of the same type, and purchase external links from appropriate websites to increase the number of backlinks to the entire website.

On social networks, submit more original and high-quality articles, and add website links at the end of the article. It is recommended to use Sina Weibo first, and bind Sina Blog to Sina Weibo, and then Publish a long Weibo post on Sina Weibo and automatically synchronize it to Sina Blog, so that articles on Sina Blog will also add external links to the official website.

For official software product downloads on the website, it is recommended to submit the software products to various download sites, mobile application recommendation sites, etc. Strive to increase product exposure on various well-known download sites. In addition, after the software download site, mobile application recommendation and other websites are successfully submitted, there will usually be a backlink address, which can increase the domain name weight of the official website.

7. Media soft articles

Problem: In the Baidu Index, the Baidu Index of official core keywords has always been lower than the Baidu Index of competitors.

Solution: The media attention of Baidu Index can be increased by publishing soft articles. The so-called "soft text" refers to a text model that uses specific conceptual appeals, presents facts and reasons to make consumers enter the "thinking circle" set by the company, and quickly achieves product sales with powerful targeted psychological attacks. The role of soft article promotion is mainly to enhance the brand, thereby driving an increase in traffic, allowing more people who are interested in the content of the company's website to better understand the company, and then become real customers of the company, bringing more orders to the company. Publishing certain important news through major portal websites can effectively increase the brand's visibility. This is the promotion effect achieved by establishing a news model.

(Let quality news reports appear regularly on brand websites)

Effectiveness evaluation: The soft article effect evaluation is based on the media attention of designated keywords in the Baidu Index as an indicator.

8. Baidu Bidding Ranking

Problem: For some core keywords, when searching on Baidu, the top ones are usually Baidu promotion bidding ads, but the official website naturally ranks first. at the back.

Solution: For trademarked keywords, you can contact Baidu to apply for brand protection, so that competitors will not be able to place this keyword, and the natural ranking will go up. For keywords that cannot be brand protected, we have to use Baidu bidding to increase the correlation between the keywords and the target URL, hoping to obtain more clicks with a lower amount.

To sum up, in view of the problems existing in this website, it is recommended to take the following optimization steps:

Step 1: Carry out internal optimization of the website, eliminate dead links, and strengthen the internal content of the website. Link building, (internal links are also anti-links, and anti-links are inbound links, which play a decisive role in the ranking of the website!).

Step 2: Submit the modified website link and map to the search engine again, and submit the website to the category directory.

The third step: content construction. The main website increases the frequency of content updates, publishes more high-quality original articles to the outside world, and publishes the updated content through external platforms such as Sina Weibo and Sina Blog to bring back feedback. To link.

Step 4: Domestic optimization requires strengthening Baidu product construction, submitting main site information on Baidu websites such as Baidu Knows, Baidu Library, and Baidu Experience, or increasing Baidu's weight by purchasing high-weight Baidu external links. to promote the Site, products and services.

Step 5: Use a combination of bidding ranking and SEO optimization. In order to make the website more easily accepted by search engines, combine the strategy of SMO and SEO. A multi-pronged approach, focusing on quality and Quantity, comprehensively improve the weight of the website.

Because the website is developed by the company's own developers, it is necessary to specify a web development specification for web developers. The following is an SEO web design specification specifically for this company.

Enterprise web design specifications

1. Page: Add an appropriate title to each web page. If it is the home page of the website, the title is recommended to use the name of the site or the name of the company or organization represented by the site. ; For the rest of the content pages, the title is recommended to be refined and summarized with the main text content. The title is in reverse order and the format is "page title_column title_website name". The title should contain the most important target keywords of the page. The title of each page should be different.

2. Tag: Make full use of the description tag on the website homepage or channel homepage to provide a summary description of the content of this webpage in the form of .Do not add description tags and keyword tags to the content page.

3. Navigation: Ensure that website navigation is linked in the form of html. The website should have clear navigation and hierarchical structure. Important web pages on the website should be found from relatively shallow locations on the website, ensuring that each page can be reached through at least one text link. All pages in the site must have links to the homepage. The link structure is: homepage-inner page-homepage. Related webpage content must be linked to each other, such as the "related articles" function below the article. There should be extensive interconnection between all pages, if this is not possible, consider building a sitemap. If you have more than 100 links on your sitemap, you'll need to split your sitemap into multiple pages.

4. Links: Use text instead of flash, Javascript, etc. to display important content or links. When linking to relevant content, use text that accurately describes the content. For example, when you provide viewers with a link to more information about Photoshop, use a description such as “More information about Photoshop,” rather than just “More information.”

5. Pictures: Try to use text rather than pictures to display important names, content or links. If you must use images for textual content, use the "ALT" attribute to include some descriptive text.

Important images on the website, such as logos, photos, navigation images, etc., need to be described using "ALT".

6. Revision: When the website is revised or the links to important pages in the website change, the page before the revision should be permanently redirected 301 to the page after the revision. When a website changes its domain name, all pages in the old domain name should be permanently redirected 301 to the corresponding pages in the new domain name.

7. Frame: Do not use frame and iframe frame structures.

8.URL: Try to use a simple URL address. If the website uses dynamic web pages, try to reduce the number of parameters and control the length of the parameters.

9. CSS/JS: Try to place the style sheet at the top of the page, try to place the script at the bottom of the page, and try to use external CSS and JavaScript files.

10. Others: Use the robots.txt file on the web server. Tell the crawler which directories can be crawled and which directories cannot be crawled. Create a sitemap.xml file and submit it to Google Webmaster and Baidu Webmaster Platform.