Overview of relevant theories of website optimization

1. Website optimization

Website optimization is the site in order to improve user satisfaction and site value, according to the corresponding strategy on the visual design of the site, layout and information structure to make improvements. Site Optimization concept has a broad and narrow sense of the narrow sense of the site optimization is the search engine optimization, that is, in order to improve the search engine indexed and ranked, based on the summary of the search engine working principle of the optimization measures. The generalized website optimization not only includes the search engine optimization, but also includes the comfortable joyful visual experience, the level clear website navigation, the sound user feedback and the customer service mechanism, the original and the update timely website content and so on. It can be seen that the Web site optimization in broad sense has the characteristics of independent search engine, covering a wide range and flexible form, but it is more difficult to detect and measure these optimization indexes.

Another classification method is the optimization of the site is divided into the station optimization and external optimization, as the name suggests, the station optimization is based on the optimization principle for the site itself, content improvement to improve user satisfaction and search engine good, and the focus of the outside optimization is the network brand awareness and influence in the external environment of the site promotion, The means of implementation are generally search engine bidding rankings, the traditional way to promote.

2. Conceptual analysis

By the above site optimization explained that the site optimization is not equivalent to SEO, specifically SEO is the narrow sense of the site optimization. The essence of website optimization is to build a high-quality website, which can exist independently of SEO. Strictly speaking, SEO is only in the process of site optimization to reproduce a search engine technology. Many people confuse the concept of the two, that the site optimization is SEO, is to improve search engine rankings, and do not hesitate to use black Hat technology to achieve this goal, and seriously ignore the site "internal quality" improvement, temporarily cater to search engine rules and even drill rules loopholes, although can get short-term improvement rankings, but in the long run, The development of search engine technology is becoming more and more perfect, its loopholes and defects will be repaired and filled, so, blindly cheating means will eventually expire, serious people will even be punished by the search engine, resulting in the degradation of web pages and even the entire site, thus the loss of the candle.

3. Commercialization process

The commercialization process of website optimization refers to the process of commissioning a special SEO service provider to complete the website optimization. The following steps are generally included:

1. Need SEO service customers to indicate the optimization intention, the site optimization to achieve the goal, such as in a particular search engine in a certain keyword ranking in the top several, and provide to optimize the keywords, website address and the ideal price;

2.SEO service Provider According to customer information on the site diagnosis, analysis and optimization of the status quo, estimating the time required to optimize, give a quote;

3. The two sides negotiated and signed an agreement, SEO service providers to develop optimization programs;

4. Website Optimization program Implementation and adjustment, which is also the central link of the whole process;

5. Customer acceptance of the results of the optimization, check whether the implementation of the agreement requirements of the optimization objectives;

6. Optimizing the maintenance phase is also a necessary step to ensure optimal results.

This paper focuses on the natural optimization of the website, rather than the payment means of the commissioned network service providers. From the above commercial network optimization station process can be seen, because the agreement between the two sides is the relationship between pay and revenue, its basis for the indicators and agreement objectives are accurate measurement based on, in short, the business nature of the site optimization work is to use specific keywords in a specific search engine, the optimized site is located in the search results page in the first several unfolded. According to the 2.1.1 section "website optimization" and the Analysis of SEO concepts, the commercial nature of the site optimization is only SEO, because its focus is the site rankings, rather than the site "internal quality." In general, the strategy used in the optimization process is simply based on the working principle of the search engine, with the change and improvement of the search engine algorithm, the optimization result will be greatly affected, even lose the optimization effect. In this way, the maintenance work after the optimization of acceptance will be quite difficult.

Based on the user rather than the search engine angle, this paper focuses on the Web page visual effects, layout, information architecture and keyword optimization in the generalized website optimization, aiming at providing the website's own substantive level, which makes the website optimization develop for a long time.

3. Keyword optimization

Keywords are words and phrases that users use to find the page on which the product or service is located. Keywords ranking is search engine search results in terms of words, words, phrases to reflect the way the page ranking. Keyword optimization is through a variety of optimization methods to make the site keywords in the search engine natural ranking in the front. The rankings are based on the importance and relevance of the Web pages.

With respect to the bidding rankings, the keywords natural optimization has the following characteristics: Avoid excessive clicks, save costs, in the user's easier to click on the left position; ranking is stable; ranking promotion is also reflected in multiple search engines; The number of keywords that should not be set too much optimization; the change of the search engine algorithm is more volatile; , the optimization period is longer.

3.1 Selection steps

1. Understand your site audience

Think as much as possible from the user's perspective, interview relatives and friends outside the company to find out what keywords they will use when searching for related products or services. Use brainstorming to gather as many keywords as you can and record them, and do a good job of collecting the key words for later identification.

2. Spy on your competitor's keywords

Use tools or surveys to see what keywords are used by your peers, and learn about keyword heat, and follow the moderation guidelines to avoid overheating ① and supercooled keywords.

3. Organize the Collected keywords

Organize the collected keywords into forms, delete them, add and adjust them, and finalize the keywords that are appropriate for the site and related to the site.

4. Combination and splitting of keywords

Combining, splitting, and substituting synonyms for the core keywords from the previous step, you get a series of related keyword groups that will more comprehensively cover the scope of your website's marketing.

5. Terminology related to geographic location, company, and product name

Combining core keywords with geographic location, company name, or product name makes the phrase more targeted and has a key role to play in identifying potential customers.

3.2 Keyword Density

Keyword density has the following formula: The number of keywords appearing in the page X keywords characters/page content total number of characters, that is, the total number of characters of the keyword and the total number of characters on the page. Research shows that the keyword density in 1%-7% is reasonable, when the page keyword density in this range, the search engine believes that the relevance of this keyword and Web page is good, when users use this keyword search, this site will be more than the top ranking of the site.

Keyword density is too high or too low is not conducive to site ranking optimization. If the keyword density is too low, the search engine thinks that the correlation between the page and the keyword is small, when users use this keyword to search related pages, the search engine will not push this page to a more prominent position, that is, will not get the top ranking of the site. But it does not mean that the bigger the keyword, the better, because the keyword malicious stack may trigger search engine filters, and thus be included in the list of malicious behavior, and be punished, resulting in the page or even the entire site is degraded, thus not worth the candle.

1%-7% 's reasonable keyword density is not unfounded, but a summary of the general Law of Web page writing. For example: articles related to a keyword will not appear once the keyword, the same keyword will not appear frequently, both of which are not conducive to the text of the main theme of the expression. Therefore, the optimization of the keyword can not be deliberately arranged and layout, a well-written article itself has an optimized composition, so-called "nature is the highest state of optimization."

3.3 Keyword Distribution

Keyword distribution should follow such a general principle: ubiquitous and focused. Depending on the type of Html tag the keyword is included in, you can divide the placement of keywords into the following three categories:

1. Header description information is

<meta> is used to describe the Web page related information label, it provides keyword, description Web page internal information, is also the search engine crawl judgment page theme, content of important basis, with relatively high weight, so is the opportunity to optimize the site, It is undoubtedly trifles to give up the opportunity to optimize <meta> label in other areas.

Since the task of the <meta> tag is to provide the relevant information description on the page, the label content is bound to ensure its accuracy, integrity and personalization, the generalization of no or uniform content settings for keyword optimization is not significant. Small and medium-sized websites because of small size, information maintenance workload is also small, page description information can be set up and add, large-scale web site in the guarantee of relatively personalized content on the basis of the use of mass production can be used form.

General, home <meta> tags about keyword and description is the overall description of the site, keyword content is the site of all the core keywords listed, description is the nature of the site, the theme, positioning, business, providing services, For users and other situations, the content should be written in accordance with general and comprehensive principles; site level two pages such as column pages, feature pages and function pages of the description information should be reduced in time, the goal is locked in the name of the two-level page, to effectively target; The site level three page is generally referred to as a description of the body page or information is a specific news, product or service profile for the page, and its content is typically expanded around the title of this page. (Note:<meta> the principle of setting the same on page level three page applies to the label)

2.Html Label Content

HTML tag content is the main basis for search engine to judge the relevance of keywords and pages, it refers to the text content between the start and end tags of HTML. Not all Html tags have the same weight, according to the study,

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Overview of relevant theories of website optimization