Old talk often about large-scale information website SEO strategy and how to implement

Not long ago with a few friends to explore how large information sites SEO. In fact, different project practices and strategies are not the same, the specific circumstances of the specific analysis. SEO strategy has a direct impact on the optimization of different stages of the effect.

Here to share some of their SEO strategy and how to implement it. In fact, this is the old talk.

First, know yourself

1, determine your competitors, through various channels to collect information on similar sites (daily traffic, Alexa ranking, website content size, performance in search engines, keyword rankings, etc.)

2, according to the existing conditions (technology, funds, personnel) to determine the feasibility of the project, and then develop an executable SEO strategy and measurable SEO indicators

Second, keyword selection strategy

Keyword analysis is very important part of doing SEO project, a direct impact on the implementation of SEO projects! Therefore, keyword selection should be considered in the planning stage of the website, which can help us to analyze competitors. It can also help the website to edit the contents of the organization and provide the user needs for product planning.

The basic principles of choosing keywords:

1, research user search habits

2, the key words should not be too broad general, it should not be too popular

3, the key words related to the site content

Keywords for the selection of successful steps:

1, first of all to make a list of basic keywords

2, to understand the characteristics of the project's industry, lists the appropriate core keywords, according to the content structure to be classified

3, research and simulation target users (friends, netizens) search habits

4, record the keywords used by competing websites as a reference, analyze the reasons

5, the use of search engine keyword tools to export massive long tail Keywords: such as Baidu to promote keyword tools, google adwords keyword tools, baidu related search keywords

Third, the page keyword deployment (Title, Meta specification)

General CMS content structure is divided into home page, channel page, sub-section list page, content page, thematic pages, tabbed pages, and CMS also integrates the page Title, Meta custom functions, the default is the initial data

For the above page keyword deployment

1, Home: mainly dominated by the brand

2, channel page: for the core keywords, such as "beauty"

3, sub-sections: For fixed keywords, such as "skin care knowledge"

4, the content page: For long tail keywords, such as article title, article content and tag applications

5, thematic pages: Time-critical hot words, such as Baidu Billboard list of hot words

Fourth, URL design principles and norms

From the point of view of website operations and search engine friendliness, URLs and structure design are the most common problems in web development. Here are some of my personal URL design principles and specifications.

URL design principles:

1, a short URL, user-friendly and search engine friendly (user-friendly and easy to remember URL, as short as possible)

2, URL can reflect the structure of the site (the depth of the directory level does not affect the effect of SEO, before many people say that the directory is deeper, the more optimized search engine, in fact, this is a wrong guide)

3, permanent link, URL rules set, it is best not to change.

4, URL to be unified (case of small and medium size should avoid confusion; naming problems, to avoid pinyin or English confusing combination)

Here I tell you a message, now Baidu can identify Chinese UTF-8 encoded URL

URL manageability (URL mapping mechanism; standard changes after content changes, such as 301 turn and 404 error pages)

URL Design Specification:

My personal advice is to update the contents of more frequent use of pseudo-static form, infrequently updated content generated by the static page form, as pure static and pseudo-static differences here I will not say more, can be described in detail later

Fifth, the link specification

In fact, what we call "internal links", "keyword links", "internal links."

Its advantages are evident in large sites, as large sites have massive content. And easy to operate. You can also improve the ranking of the keywords that have been set on the search engine, increase search engine crawling of the website, and deliver PR values.

When setting up related links, it should be noted that:

1, control the number of articles within the chain: According to the number of content control in 6 or so, repeated keywords do not need to add links, too many links also affect the user to read

2, the number of thesaurus should not be too much: the number of keywords need to be associated should not be too much, because the program should do a text match for each article content, if the article is large, often will reduce the performance of the site, unless the technology Aspects can be solved

Six, Tag specification

What is tag? What does it do?

Tag (tag, keyword) is a more flexible and interesting log classification, you can add one or more tags for each log, then by clicking on this tag, you can use the fastest way to find a A tag for all articles. For example, click on the "pet" tab, you can open such a page that shows all the "pet" as the label article.

Note the use of labels is:

1, TAG system is best designed according to the needs of the site, such as mass information website label system need to design a fixed label for editors to select or enter according to the content, if completely open to editors or users to operate, often manage the label will be very difficult

2, Article associated TAG number should not be too much, the number can be controlled within 1 to 7

Seven, search the site

Do not waste and underestimate the site search, it can do a lot of things for us.

1, to help us to know the hot spots (what content of the site is of interest to users), the blind spot (what is not done), and the adjustment of the content and product of the site.

2, using the site search results page to get more long-tail search traffic, because the search results page information is relevant to the user search target words, increasing the keyword repeat density

3, As for how to make better use of site search for traffic, I very much hope to discuss with you

Eight, link construction

There are many ways to build external links, commonly used with links (including cross-links), links to buy, text ads, blog group build, group mass, station group, directory submission, etc.)

Nine, making site map

In fact, site maps for large sites is very important, he helps users to quickly browse the site content, but also can provide search engine crawling site index pages.

Large sites generally make 2 kinds of map files:

Html map:

For the user to establish a good navigation, mainly lists the site's channels, columns, topics

Xml Site Map:

The XML Sitemap is a list of pages on your site. Creating and submitting sitemaps helps ensure that search engines understand all pages on your site, including URLs that Google may not find during normal crawling.

As for how to create an XML file, I will not detail here, we can see Google to create sitemap guide

Note the following when creating a sitemap:

1, if a large amount of data, it is recommended that technicians generate a one-time, and then set the time automatically generated

2, according to different content classification processing, such as article page and column list page stored separately

3, the site map must be encoded, can only contain ASCII characters, can not contain uppercase ASCII characters, some control codes or special characters (such as * and {}, etc.).

4, if the map file is too much, or contains other groups of map files, you need to create a map index file

Ten, custom 404 error page

The specific method of operation can refer to Google custom 404 error page

Eleven, site editing SEO writing training

1, regular training for SEO basic knowledge to improve the efficiency of their search engine friendly writing

2, regular production of thematic keyword materials for editorial writing as a reference

Twelve, the effect of tracking and traffic, log analysis

Use monitoring tools for data monitoring and traffic analysis, tracking keyword rankings, and changes in search traffic. According to the data report to adjust the program, or product planning to provide better advice.

I currently use the Google Analytics and Baidu statistics, server log analysis Awstats.

As for the monitoring of keyword rankings, I currently export keywords from GA, allowing technicians to batch query the location of keywords using scripts.

In fact, the most important is the process of implementation and communication between team members, if the communication is not in place, technical staff and product managers can not understand, will directly affect the SEO effect.