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Preface to complete search engine optimization knowledge Manual
The significant role of Search Engine Marketing (SEM: Search Engine Marketing) in network Marketing determines the importance of Search Engine optimization (SEO: Search Engine Optimazation) in network Marketing practice. A commercial website has a natural ranking priority among mainstream search engines with its core keywords. In today's highly competitive and over-expanding information business society, it has extraordinary value. Therefore, Internet marketers both at home and abroad spontaneously studied the ranking rules of mainstream search engines represented by Google, and developed a popular search engine optimization service field, it has a broad market in China and abroad. Real SEO is a reasonable way to make websites more Friendly to users and Search engines by using a simple Search Engine, so that they are more easily indexed and prioritized by Search engines. Search engine optimization is a guiding ideology of search engine marketing, not just a ranking of google. Search Engine OptimizationWorkEvery detail throughout the whole process of Website planning, construction, and maintenance is worthy of website design, development, andPromotionTo understand the significance of their responsibilities for SEO results.
Since the natural ranking was originally based on openness, democracy, and free of charge, the author of this book, in addition to his work, combined with the essence of SEO researchers at home and abroad, and years of practical experience in writing this book, and can be downloaded free of charge by the majority of online marketers in electronic form.Learning.
This book is suitable for getting started with SEO and improving guidance reading materials. It should be noted that, since the guiding ideology of the ranking algorithms of the major search engines is consistent, although there are specific indicators in specific algorithms, but it is generally the same. The ebook "full manual on search engine optimization knowledge" is not written to teach google ranking skills (especially the so-called google ranking tips that contain spoofing), but I believe that, if you understand the true meaning and operation methods of search engine optimization through the relevant content introduced in this book, it is also effective to improve the ranking of websites in google search results using standard methods.
If you are engaged in search engine optimization or are interested in this, you will not feel the large-scale cleaning operation of google's spam SEO In March 26, 2005? This book is intended to tell you the basic fact that you do not need to be able to become a google ranking guru, and the effect is more persistent! If you use a standard method to provide the search engine optimization service, you will feel more steadfast, whether you are an individual or your customers.
Part 1: Impact of domain names and hosts on SEO
Domain names and hosts are the foundation of websites. commercial websites should pay special attention to the image and quality when selecting domain names and hosts, laying a solid foundation for network marketing. At the same time, selecting a domain name and a host is also the first step in search engine optimization.
Domain name selection and SEO
Domain Name and IP Address:
Each website domain name corresponds to an IP address, which is a digital identifier assigned to each computer or network device on the network. The domain name must be resolved by the Domain Name Server (DNS) and converted to a digital IP address for computer identification, for example, 219.136.248.149, most SME websites are stored on several virtual hosts divided by one server. Multiple websites share one server and IP address, in some WEB servers, hundreds of domain names share an IP address. This is a low cost for webmasters, but it brings the following potential risks to the search engine ranking of websites:
1. If other websites on the shared host are punished by the search engine, they will more or less affect your website. In this regard, AltaVista has the following advice: "If a website under the same IP address is cheated, our search engine will punish all websites under this IP address." fortunately, most search engines are not so arbitrary, such as Google, and generally do not carry out such attach punishment.
2. If the search engine punishes some Spammer servers and its IP address is regarded as Spam, all the websites associated with this IP address will be implicated, drop the rankings of these websites or clear them in search engines.
Recommended tools:
Domain Name IP: http://www.123cha.com/ip
IP Lookup: http://www.whois. SC /members/reverse-ip.html (to view which domain names are shared under an IP address. Free Registration)
Second-level domain name (second-level domain name ):
The second-level domain name is in the form of yourname.site.com instead of www.yourname.com. Having your own independent domain name is the foundation for your website to be friendly to search engines. Currently, many websites provide free space, such as free Blog space, free enterprise space, free self-help website construction, and e-commerce platforms. A second-level domain name is usually assigned to users, or the page is stored in a certain path of the website. This is not conducive to the search engine attaches great importance to your website. In addition to the inconvenience of user access, the second-level domain name also has the following drawbacks:
1. If the primary domain name of the second-level domain name you use is punished, your website will also be implicated;
2. many search engines define the number of entries under each domain name (for example, www.seochat.org, english.seochat.org, and bbs.seochat.org). If the maximum number of entries for a domain name www.seochat.org is 30, if you have 31st websites, the chances of your websites being indexed by search engines will be minimized;
3. When the domain name supplier stops business, the website you work hard on will be lost with the loss of your domain name;
4. When ranking website traffic, all your traffic will be attributed to your top-level domain name.
It is best to register an independent domain name for your second-level domain name website and then perform domain name Forwarding (free of charge). Currently, many auction shops are suitable for this method, which is useful for customer access and website management.
Characters in the Domain Name:
In addition to facilitating user access, the principle of domain name retrieval involves the question of whether the domain name contains keywords for search engines. If a website with English web content contains keywords in the domain name or uses compound keywords as domain names, they should be separated by a hyphen. For example: www.made-in-china.com instead of www.madeinchina.com. This is because search engines generally treat the separator "-" as a space, so they can identify your keywords and add points to the website rankings (although the impact is not great ). More phrase search results can be obtained for the keyword groups separated by a hyphen, such
Www.madeinchina.com is considered to have only one word, while made-in-china is regarded as a normal made in China phrase.
In some search engine directories, the ranking order of the website's category directories is based on the numerical sequence of the domain name or website title name, or even the Chinese strokes. In general, the numbers are higher than the letters. Yahoo! "In the same category, websites are listed in the pinyin order," China said ". Google uses its original "webpage level"Technology"Identifying common important websites and releasing them before directories to improve the efficiency of Web search" (Google ).
In addition, you must pay attention to the selection of domain name suffixes. One idea is that, under the same circumstances, it represents the suffix of a non-commercial website. org and. net. com has a higher ranking advantage. For Chinese websites, it represents the Chinese domain. cn and .com.cn are also less regional. com has some advantages.
Appendix: top-level domain name providers in China authorized by ICANN and their authorized domain names
Http://www.wm23.com/resource/R02/domain_2004.htm
Recommended tools:
Www. whois. SC query domain names that can be registered under core characters
Host selection and SEO
Host Service Provider Selection:
The host has a great impact on the search engine ranking of the website. When looking for a host provider, do not just consider the price. If you submit a website to Google multiple times but Google has not indexed it, it may be that the server where the website is located has a problem. Therefore, pay special attention to the following points when selecting a server:
1. Avoid using free hosts: Because free hosts often contain Spammers, image websites, bridge pages, and other "Search Engine spam ", many search engines do not want to index websites on free hosts. At the same time, search engine directories such as Yahoo are hard to include commercial sites from free hosts. In addition, it is difficult to guarantee the services of free hosts, such as server overload, slow speed, frequent downtime, and even service shutdown, which will directly affect website rankings.
2. Select a reputable host provider: The indexing program of the search engine regularly or irregularly accesses the recorded website. For frequently-updated websites, Google's Googlebot, commonly known as "Spider", crawls a small amount of data every day and performs a large index once a month. If the web page cannot be opened or the download speed is slow when indexing occurs, the indexing will be abandoned. Therefore, your website must work normally at any time to win the joy of the spider. This requires the host system stored on the website to provide fast, stable, and secure services. It is best to have 24-hour customer service support and maintenance to ensure the fast, reliable, and stable operation of your website.
Host transfer:
If you want to transfer the host service of the website, you need to find a new provider before canceling the original service provider. Create an account at the new service provider to ensure that all files are correctly uploaded to the new server. After the website is running on the new server, contact your original supplier to inform the other party that the cooperation will be terminated, but ensure that they will not close your website immediately. Contact your domain name registrar (maybe the original host provider) to change the Domain Name Server (DNS ). The domain name server function is to resolve your domain name to an IP address that can be recognized by the computer. Change the old Domain Name Server to a new one. This process takes about 24-48 hours to take effect. In rare cases, it may take 72 hours. During this period, if a search engine just captures your webpage, either the website on the old IP address or the website after the new domain name resolution takes effect, in short, there will be no blank files that cannot be opened by the website.

Part 2: core of search engine optimization: Keyword strategy
Keywords are generated based on the statements entered when a potential customer or target user finds your website in the search engine.
The concept of Keywords is not only the core of search engine optimization, but also the core of the entire search engine marketing.
Keyword Selection
First, determine your core keywords, and then sort and combine the core keywords to generate a keyword group or short sentence. For enterprises and sellers, the core keywords are their business scope, such as product/service name, industry positioning, and company name or brand name. To sum up, you can use the following tips to select keywords:
1. From the customer's perspective
What keywords will potential customers use when searching for your product? This allows you to get feedback from multiple sources, including your customers, suppliers, brand managers, and sales staff.
2. Extend keywords into a series of phrases/phrases
Instead of using a single word, it is extended based on a single word, such as marketing → network marketing management. You can use the famous Keyword Suggestion Tool of the search engine overture to detect these Keyword groups. You can view the frequency of your keywords being searched in the past 24 hours, the best keyword is the words that are not widely abused and searched by many people. The Chinese tool can use Baidu's "related search" and Google's KeywordSandbox tool for keyword matching and extension.
Recommended tools:
Google AdWords keyword tool: Common queries for specific keywords and extended matching
Https://adwords.google.com/select/KeywordSandbox
Baidu keyword tool: Common queries for specific keywords, extended matching, and query popularity
Http://www2.baidu.com/inquire/dsquery.php
3. Multi-arrangement and combination
Change the word order in the phrase to create different word combinations. Use uncommon combinations. Combine them into a question. Includes synonyms, replace words, metaphorical words, and common misspelled words. The product name and product name. Use other qualified words to create more combinations of three and four words.
4. keywords that are too generic.
If you are engaged in packaging machinery manufacturing, selecting "machinery" as your core keyword will not help attract target customers. In fact, in order to accurately find the desired information, search users tend to use specific words and combinations to find information (especially the combination of two words), rather than using those large and extensive concepts. In addition, using keywords that are too broad also means that your website will compete with more websites, making it difficult to win.
5. Use your own brand as a keyword
If you are a well-known enterprise, do not forget to use your company name or product brand name in the keywords.
6. Use geographic locations
Geographic location is especially important for local enterprises. If your business scope is local, add the region name as" ShenzhenWebsite Construction ".
7. Review keywords used by competitors
Searching for competitor keywords can remind you of phrases that you may miss. But don't copy anyone's keywords, because you don't know how they want to use them-you have to think about them yourself. Searching for other people's keywords is just to supplement the keywords you have selected.
8. Do not use keywords irrelevant to yourself.
Some people will always include popular words in their META keywords-although this popular keyword is irrelevant to the content of their websites. Some even add their competitor's brand to their keywords. This is not only an infringement, but may be sued (many similar cases abroad ), these so-called "hot" words are not found in the content of the website, so there is no substantial help for rankings. Too many false keywords may also be penalized to lower the ranking.
9. Control the number of keywords
A maximum of three keywords can be entered on a single page. Then, all the content can be expanded based on these core keywords to ensure a reasonable keyword density. The search engine also considers the topic of the page as clear. If a large number of keywords need to be displayed, they can be distributed on other pages and optimized accordingly, so that these pages also have the "entry" effect. This is why the keywords on the home page and the inner page are often differentiated. The most typical scenario is to optimize a single webpage for each product with different products and services, rather than listing it on a single homepage.
Appendix: Methods for viewing competitor keywords: open the target webpage in the browser → click View → click source file → the text after <meta name = "keywords" content = "is the keyword of the website.
Keyword density
After you confirm your keywords, You need to appear these keywords in the webpage text. The frequency of Keyword appearing in the webpage, that is, the Keyword Density, which is the proportion of all the text on the page, this indicator plays an important role in the optimization of search engines. The keyword density is generally between 1% and 7%, which is too high or too low to exceed this standard. Remember to avoid keyword stacking, that is, the appearance of keywords on a page is not arranged based on content requirements, but to encourage search engines to accumulate keywords manually (Stuffing ). This has been classified by search engines as Spamming and is at risk of punishment.
Recommended tools:
Keyword density check: frequently-occurring keywords and their density
Www. seotoolkit. co. uk/keyword_density_analyser.asp (for English keywords)
Keyword Distribution
The principle of keyword distribution is ubiquitous, with some emphasis.
1. webpage CodeThe Title and META tags in (keywords and descr encryption ption)
For example, the Code of e-book Time and Space www.eshunet.com:
<Title> ebook Time and Space-e-book public welfare download center </title>
<Meta http-equiv = "title" content = "ebook Time and Space-e-book public welfare download center">
<Meta name = "classification" content = "arts and literature">
<Meta name = "descr audio ption" content = "e-book download, public welfare, e-book download, e-books, for you
. ">
<Meta name = "keywords" content = ",
Ebook download, free ebook ">
2. What attracts the most attention on the webpage
Keywords must be properly displayed in the text, and "focused" means the priority of reading habits formed by users-from top to bottom, from left to right-becomes the key distribution of keywords, including: the top, left, title, and body of the page must be less than 200 words. Keywords in these locations are more helpful for ranking. Such as SEO Learning Websites
The webmaster of www.seochat.org has a unique path to put a keyword-Rich Text website Introduction At the top of the website (this place is usually arranged for banner advertising ). The advantage of doing so is that users and spider can learn about the content of the website as quickly as possible, and <B> the blacklist shown by Spider attaches great importance to the rankings. The code is shown as follows: <B> <font color = #999999> This site is a non-commercial website designed to provide a learning and communication place for a wide range of Search Engine researchers. Here you can find a lot of information about search engine optimization (seo, articles) and website optimization. These materials can help you optimize your website to meet the Search rules of multiple search engines, so as to get a better ranking. </Font> </B>
3. hyperlink text (anchor text)
In addition to consciously using keywords in navigation, website maps, and anchor texts, you can also manually add hyperlink texts. For example, a clothing manufacturer website can add the following industry resources: China Children's clothing network woven children's clothing network ...... To add hyperlink text. This is also worth your reference when adding links to a website. ObjectIt is better to include websites with your keywords or related semantics.
4. Header label
Text in the body title <H1> <H1/>. The search engine attaches great importance to the text in the title line. The bold text with <B> </B> is often a keyword.
5. Image Alt attributes
The search engine cannot capture images. Therefore, adding keywords to the image attribute Alt during webpage creation is a good method that is friendly to the search engine. It will think that the content of the image is consistent with that of your keyword, this facilitates ranking.
When selecting a Domain Name and naming a web folder for a website with English web content, you can also consider containing keywords (separated by a short horizontal line for a keyword group), such as www.made-in-china.com. However, Google rankings are very small.