On the SEO strategy of large web site and how to implement it

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

A few days ago with a few friends again to explore how large-scale information site to do SEO.

In fact, different project operation methods and strategies are not the same, concrete analysis of the specific situation. SEO strategy is good or bad directly affect the different stages of the optimization effect.

Share some of your SEO strategies here and how to do it. In fact, this is also the old saying talked.

I. The enemy

1. Identify your competitors, through a variety of channels to collect information on similar sites (daily traffic, Alexa rankings, site content scale, 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 a can be implemented SEO strategy and measurable SEO indicators.

Second, keyword selection strategy

Do SEO project keyword analysis is a very important link, directly affect the implementation of SEO projects! So keyword selection in the site planning phase should be taken into account, it can help us analyze competitors, but also to help the site to edit the content of the organization, for product planning to provide user needs and so on.

The basic principle of choosing keywords:

1. Research user search habits.

2. Keywords should not be too broad general, also unfavorable too unpopular.

3. Keywords should be related to the content of the website.

Select Successful keyword steps:

1. First, make a list of basic keywords.

2. Understand the characteristics of the project industry, list the appropriate core keywords and categorize them according to the content structure.

3. Research and simulate the search habits of target users (friends, netizens).

4. Record the keywords used by the competition website as a reference to analyze the reasons.

5. Use search engine keyword tools to export a large amount of 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 are divided into home, channel page, Sub-column list page, content page, feature page, tag aggregation page, and CMS also integrates the various page Title,meta custom function, default is the initial data.

For the above page for keyword deployment.

1, home: mainly brand-oriented

2, Channel page: For the core keywords, such as "Beauty"

3, Sub-column: For fixed keywords, such as "Skin care knowledge"

4, Content page: For long tail keywords, such as article title, article content and label application.

5, Special page: For the timeliness of hot words, such as Baidu List of hot words.

Iv. URL design principles and specifications

From the perspective of website operation and search engine friendliness, URL and structure design are the most common problems in web development, here are some of my personal design principles and specifications for URLs.

URL Design principles:

1. Short URL for user and search engine friendly (user easy to input and easy to remember URLs, as short as possible)

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

3. Permanent links, the URL rules are fixed, it is best not to make changes.

4. URL to be unified (case, should avoid confusion of the size of the combination; name problems, avoid phonetic or English confusing combination

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

5. URLs can be managed (URL mapping mechanism; Standard steering after content changes, such as 301 turn and 404 error pages)

URL Design Specification:

My personal advice is to update the frequency of the content of the more frequent pseudo static form, not often updated content to generate static page form, as for pure static and pseudo static difference here I will not say, later can be detailed description.

V. Association LINK specification

In fact, is what you call "internal link" "Key link" "Inner Chain".

Its advantages are evident in large web sites, because large sites have a huge amount of web content. and easy to operate. can also improve the keyword has been set up in the search engine rankings, increase the search engine on the site's crawling and transfer PR value.

When you set up associated links, you need to be aware of:

1, control the number of articles in the chain: according to the content of the number of control in the 6 or so, the repeated occurrence of keywords do not need to add links, the chain took many also affect users to read.

2, the number of thesaurus should not be too much: need to do the relevant number of keywords should not be too much, because the program to each article content to do a text match, if the article volume is very large, often reduce the performance of the site, unless the technical aspects can be resolved.

Six, Tag specifications

What is tag?

Tag (tags, keywords) is a more flexible, interesting log classification, you can add one or more tags for each log, then you can click on this tab, you can use the fastest way to find all the articles of a certain label. For example, click on the "Pet" tab to open a page that displays all articles labeled "Pet".

The use of labels requires attention:

1. Tag system is best based on the needs of the site to design, such as the massive information of the site's label system needs to design a fixed label to allow editors to select or input according to the content, if completely open to the editor or user to operate, often management tag will be very difficult.

2. Article related to the number of tag should not be too much, the number can be controlled within the 1~7.

　　

Vii. Site Search

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

1. Help us to know the focus of attention of users (the content of the site is interested in users), the site of the blind spot (which did not do), easy to the content of the site, products to adjust accordingly.

2. Use the Site search results page to get more long tail search traffic, because the search results page information is related to the user search target words, increased the repetition density of the keyword.

3. As for how to better use the site search to obtain traffic, I would like to discuss with you.

Viii. Link Building

External links to the construction of a number of ways, commonly used to have links (including cross links), purchase links, text ads, blog Group Building, forum Mass, station group, directory submission, etc.

Ix. Production Site Map

In fact, the site map for large sites is very important, he helps users to quickly browse the content of the site, but also to provide search engines to the Site page crawl index.

Large Web sites typically produce 2 of the format map files:

HTML map:

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

XML Sitemap:

An XML site map is a list of pages on your site. Creating and submitting a site map helps ensure that search engines are aware of all the pages on your site, including URLs that Google may not find during normal crawl.

As for how to create the XML file, I will not be introduced here in detail, you can view the Google provided to create Sitemap Guide.

Note the following points when creating a sitemap:

1. If the amount of data is large, it is recommended that the technician build it once, and then set up the Point-in-time automatic generation.

2. Classify according to different content, such as article page and column list page separate storage.

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

4. If you have too many map files, or if you include other groups of map files, you need to create a map index file.

X. Custom 404 Error page

The specific action method can refer to the Google Custom 404 error page.

Xi. website Editor's SEO writing training.

1. Regularly give editors training SEO basics to improve the efficiency of their search engine friendly writing.

2. Regular production of subject matter keyword materials for editing and writing as a reference.

12, effect tracking and flow, log analysis

Use monitoring tools for data monitoring and traffic analysis, tracking key word rankings, and search traffic changes. Adjust the program according to the data report, or provide better suggestions for product planning.

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

As for the keyword ranking monitoring, I am currently exporting keywords from GA, let the technician use the script to query the location of keywords.

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

Communication is important!!!!!!

Author: Fried rice with egg (HSU)

Original address: Http://semwatch.org/2010/07/big-site-seo-strategy