Coordinate the role of SEO for large and medium Web sites by departments

Now there are a lot of large and medium-sized sites have full-time seoer, I believe that many seoer in the implementation of SEO projects will encounter a variety of problems. This article explores how to implement SEO in a large and medium website.

Do SEO people are clear: SEO can bring a lot of free traffic to the site. However, in a large and medium-sized Web site, is a lot of departments together to do this site, SEO to change a lot of things basically involved in various departments, then they need to cooperate with your changes. Such a process is very complex, the level of seoer to do very high requirements.

Many seoer in the company encountered a variety of problems are not described, I believe many people have experienced. The next thing I want to say is why seoer encounter these problems and how to solve them.

First and foremost is that SEO does not seem to have a fixed standard. And the other posts in a website, we all have standards, how to do and should not do not have too much objection. So ordinary things, usually involved to SEO, as if the team of SEO is the boss, other departments think SEO is a black box, do not understand your next change is what kind of reason. Plus if a SEO team has several people, the level is uneven, don't say to communicate with other departments, their team internal communication is not good. There are different opinions within your own team, even if you have unified statements to other departments, but for many reasons, the information to other departments is also very confusing. The resulting problems are common in many large and medium-sized websites.

To solve this problem is very simple. In fact, SEO is a standard, a long time many seoer have neglected its existence, that is, "Google website Quality Guide." I always mention this, because a lot of people just don't go to see what is said inside, who can really read the hundreds of articles carefully, can realize that the "guide" to do a SEO standard more than sufficient. And because it's made by Google, there's no more authoritative standard. This makes a lot of Google seo people have a good basis, when you convince the team members and other departments of the time, are very persuasive. It involves a lot of details, and it's in the guide to find the relevant regulations. Using this guide as a standard can also force you to throw away many of the previously wrong SEO methods. Believe that even those who have many years of SEO experience after this, you will find that you have got some wrong ideas elsewhere.

As for Baidu's SEO standards, as I mentioned in the "How to optimize Baidu", Baidu optimization and Google have 80% is the same, the "Google website Quality Guide" inside the contents of the good, completely can do Baidu SEO. Extra you just need to pay attention to the specificity of Baidu, such as they are not control their own search results, they for their own interests interference algorithm and so on (see note 1). Even so, you can grasp the overall Baidu SEO, in the optimization of Baidu's time will not fail. Because the decision of a website SEO traffic is actually not Baidu, but users, Baidu no matter how rotten, also can not obstruct users to find the information they want. As for how to grasp the overall, there are special descriptions, but from the "SEO keyword choice" can be seen from the overall thinking.

After reading on a "Google's good Intentions: Webmaster Tools", please be sure to believe: "Google website Quality Guide" is to help you, rather than to limit what you can do and what not to do.

Light has this standard, but also need to do SEO people's own ability to meet the standards, or in a large and medium-sized website to implement SEO will be difficult. I am in the "How To learn SEO" to let everyone to understand the search engine, to understand the technology related to the site, not only in order to make you a good understanding of SEO, but also in order to let everyone in a large and medium-sized site to promote SEO when a bit more smooth.

Some mainstream statements will say: "SEO good content and user experience, others are not to worry about." But in a large and medium Web site, what to do is not a seoer you can decide, this site was established at the beginning of the set. And the user experience, that's what the operations and UED departments are going to do, and a seoer is not very relevant. Since the introduction of SEO this post, its responsibility is very clear, this position is responsible for the existing based on the search engine pull traffic.

In large and medium-sized sites, seoer most often deal with the department is the technical department and Ued (design) department, a lot of SEO changes to rely on them. In a bad SEO implementation of the site, these departments are most annoying SEO department is a lot of needs are explained not clear reasons, a demand why to do so, what effect, the effect is mostly not clear. Where this is a very unreliable thing, not to mention a highly technical site. And the final result has deepened this kind of unreliable impression, the lucky case, does the SEO project may see a little effect, but the bad luck situation, the SEO flow rate has dropped. This will never get the respect and understanding of others. As a boss, it depends on the effect of these changes, and as colleagues in other departments, it is also meaningful to do what you want to do. As long as one or two times such an unreliable SEO project, it is enough to make SEO in the website does not go on.

In fact, many seoer other, is lack of website and search engine technical things to understand. As well as practical experience and independent ideas on this basis. And some people's argument is not the same, I do not believe that a seoer do not understand the technology can do SEO, whether in large or medium-sized sites or small sites.

First of all, seoer not understand the technology, you can not clearly grasp the site of all factors affecting SEO effect. Simulate an example:

A seoer received a website, the first want to change is the site title and meta, this seoer will think that after the change so many title and meta, the website traffic will have a big growth. Of course he thinks the project is going to be a success. But when he put the site all the title and meta optimization is good, there really will be SEO traffic growth? In fact, the project on the line, SEO traffic may instead come down. Why, then?

Because even if these title and meta change is perfect, the search engine is not specially treated, the website SEO traffic also only rose 10%. And this seoer didn't notice: During this period, the Technology department adjusted the server, which increased the response time of the Web page by 100%. This seoer does not understand this and SEO traffic has any relation. In fact, the server response time increased, so that the site lost more than 20% of the SEO traffic. Total SEO traffic from the data to see or loss of 10%. This seoer a lot of reasons he knew, and felt that there was nothing wrong with it, and he would think it was the title and meta change. If he rolls this title and meta back, it can be expected that the flow is down another 10%.

A lot of people are going through a similar situation, not necessarily the slow response of the server, but the details that many other seoer don't know yet. The reason is because many people have learned the so-called SEO knowledge, there are many are not technology as a support of the very virtual theory. SEO is by no means a few simple "attention to keyword highlighting", "pay attention to the number and quality of external links" can be summed up. First of all, why pay attention to these things instead of others? To know that any advanced knowledge can be derived from the most basic principles, and then, what are the details of these aspects that will be involved when you know these things? A large and medium-sized Web site, to pull the flow depends on scientific methods, can not rely on those virtual things. Need to have every impact on the SEO flow of the very details of the factors are mastered, but also to how much of these factors affect the SEO traffic has an understanding.