Part 1: Improved search and marketing for large sites

Persuade large organizations to focus on Search

There are many Seo problems with large websites because many different teams need to take appropriate measures to make seo a success (see references ). No matter how the Web site and Web team are organized, they are divided into groups, which can cause problems. Depending on the site, you may encounter the following problems or some of them:

• Multiple expert teams. There is no communication between developers and information architects, and there is also a lack of collaboration between marketers and Web administrators.
• Multiple Product sites. Each product you sell is owned by a separate team. They design the Web experience of the site from the beginning.
• Multiple audiences. Each marketing team designs individual web sites for one or more target markets.
• Multiple countries and languages. Different teams are responsible for sites in Bolivia and Brazil.
• Multiple Technologies. The marketing page uses portal servers, and the product catalog uses e-commerce servers-and these technologies come from different vendors.

Although seemingly daunting, you can organize multiple web groups on the entire web site to make them look just like a search marketing team. So that groups can take consistent actions, so that they will not be dispersed. Just as before this seriesArticleAs described in, the owner of each web site must take some important measures to ensure that search marketing can be successful, but large sites must adopt a more organized approach:

• training the Web team . the Program must properly use JavaScript Code . You must use the target keyword in the text. Without training, the Web team does not know what to do. For large web sites, these low-level tasks have no special characteristics in nature, but many people need to master this skill in large organizations. A comprehensive and organized training program is critical to the success of large-scale sites.
• set standards . Create a standard for compiling the robots.txt file. Modify existing content standards to ensure that each page has a page title. Simply put, make sure all standards reflect Seo best practices. Once standards are provided, each expert must complete the tasks required for search marketing, because obeying these standards has become their job. The difference between small sites and large sites is that large sites are process-driven. After adding appropriate Seo practices to the standard, you can use these processes to implement Seo.
• implementation standards . Check whether the completed work conforms to existing processes (such as page and code review) and other project rules as much as possible. Some new check methods may also need to be implemented. If the web administrator ignores the redirection standard, use a crawler to check the redirection and mark the inappropriate redirection. If the text writer ignores the requirement that the page title contains keywords, ask your crawler to check each page on the site and report the page with no proper page title. We should try to force everyone to observe the existing process or the new process just created.
• measuring site progress . Keep paying attention to the search ranking for important keywords. Measure the traffic of each part of the web site and observe its changing trend. Count the number of pages that meet the redirection and content standards. Then, regularly share these results with the person in charge of each part of the web site. Rate the performance of each business unit. This will urge the owners to complete the required tasks.

Of course, such organizational changes will put some pressure on people. However, if you organize the entire web team together and adopt the correct practices, your large site will be well known (so that the searcher is willing to click on your page), high-quality content (making other sites willing to connect to your site) and higher marketing budgets (allowing investment in better design and technology) to benefit. For more information about how to organize teams together, see references.

The key to success isPersuasion. Calculate the benefits of the increase in site traffic, which shows the value of search improvement. Tell you how much higher your competitors are in the search results than your company, so they are in a hurry. Ask the team as the searcher to experience it in person so that they can understand why search improvements are so important. Keep in mind that no one is willing to undermine your search Improvement Plan-they just don't realize the meaning of the work. The more fully explained the role of these jobs to them, the faster they will see the results.

Persuade team

Efforts should be made in this regard. Do you know which method is most suitable for promoting new ideas in the company? Can your organization send email news or announcements? Hold meeting? Blog? Podcast? Web research conference? Or do we need more personalized contact methods? If necessary, you can create PowerPoint slides for each regional office. Ensure that messages are reliably sent and received to change the way the team works.

With the understanding of team members, they have considered the SEO principles at work and may face two major challenges: how to perform search and marketing across the world and how to deal with dynamic web sites.

Back to Top

Global audiences

Searching and marketing in one country is difficult. As the number of countries and languages involved in the Web site increases, the problem will multiply. We will first discuss the country issue and then the language issue.

Searchers often want to restrict search results to a country, especially when they plan to shop online: they want to find a vendor in their country that uses their currency for transactions. This is simple, isn't it? Not all. In order to perform an organic search, it is not necessary to rely solely on the search engine to determine the right country on each page.

So how do Google and other search engines guess the country of the page? They use the IP address of the website domain name ("mydomain.com") to determine the country where the website's Web server is located (see references ). If the Thai page is actually in Thailand, it's okay. If all pages for Southeast Asia are stored in China to save money, search engines will mistakenly think that these Thai pages belong to China.

In fact, search engines are a little smarter than that, but only a little bit. In addition to viewing the country where the server is located, they also view top-level domain names (. com,. de, and so on) to determine the country. No matter where the page resides, pages (such as www.deutschefirma.de) with country top-level domain names (such as "de" indicates Germany) in the URL are considered to belong to that country.

Unfortunately, most global web sites use ". com" top-level domain names for each page. For example, the German homepage of IBM is www.ibm.com/demo-. apart from the fact that this page is in Germany, the search engine will not be aware of this page. This issue is important because if the searcher restricts the result to a page from Germany, they will not be able to find the page from IBM.

Fortunately, experienced searchers are used to this defect, so they often searchGermanWrite (not fromGermanyTo find the desired page. In the long run, the search engine may become smarter and recognize that IBM's German homepage belongs to Germany. By then, the searcher will not have to be so experienced.

Language Problems

Google and Yahoo! They are all large search engines in the United States, but what about the rest of the world? Google is in fact the first place in many countries, but pay attention to the local search engine dominant in one or two countries (see references ). Please refer to the search engine Watch Report (see references) to learn about the share distribution of search engines in the markets of different countries, so that Seo can be performed for appropriate search engines, measure traffic from appropriate search engines.

Search engines are not easy to identify the country of the page, but they are much better at detecting the language of the page. A search engine generally uses three signs to determine the language of a page: its language meta tag, such<Meta http-equiv = "content-language" content = "Ja">It represents Japanese; its character encoding, such<Meta http-equiv = "Content-Type" content = "text/html; charset = Shift-JIS">; AndAnalyze the content. Because the language and character encoding on the page are often incorrect, only when the search engine cannot identify the language by analyzing the word pattern on the page, (see references ).

In most cases, the search engine correctly detects the language of the page without any action. However, for pages with very few words, it is very important to correctly compile the language and Character Set meta-tags on the pages; otherwise, when the searcher looks for a page written in a specific language, the search engine does not contain your page.

However, it is only the beginning to let the search engine correctly explore the language of the page. If you execute all Seo tasks in English and translate the results into other languages, you will encounter problems. Suppose you have selected the most popular English keywords for the product and then translated them into German: this does not guarantee that you have chosen the most popular German words. Words Translated are correct in Linguistics, but they are not necessarily optimal for search. If you select keywords that are correct but not commonly used in German Seo work, the effect will be greatly reduced (see references ).

Even if the English version of the page is carefully processed to include the correct keywords, and the appropriate number of keywords are used on each page, do not expect the standard translation process to maintain the results of English optimization. The German page must be optimized in the same way as the English page for similar Seo results.

When conducting global search marketing campaigns, remember these tips about language and country in order to lead the competition.

Back to Top

How to deal with dynamic websites?

Large web sites are usually loaded with dynamic pages-they make it easier for large sites to maintain novel content and design. However, it is more difficult to optimize dynamic pages.

Google treats dynamic and static pages in the same way. Therefore, all content optimization technologies discussed in the previous articles in this series are also applicable to dynamic pages.

For static pages, text writers only need to edit HTML files containing the page content-for example, adding keywords to the page title. Dynamic pages are not that simple. Because dynamic pages are dynamically generated by programs, the page content comes from two different types of sources:

• Database. The changed information (dynamic part) on the page often comes from a relational database or other databases. For example, the product description page may extract information from the e-commerce Catalog Database. In fact, dynamic pages can extract information from many sources, even those that are not called databases, such as content management systems.
• Template. The unchanged information on the page (for example, the company name and the "add to shopping cart" button on each product page) are often stored in a template file, this file also specifies which HTML tags are used to generate pages.

To optimize the content on a dynamic page, you must first find out where the content comes from before you can modify it. The content is managed by the group responsible for updating the database-it may be the text editor of the Content Management System or the data input personnel of the product catalog.

On the other hand, templates are often controlled by web developers. In some cases, a template is a separate file that is easy to update-this method is used by most content management systems. In other cases, HTML is stored in the software, so programmers must modify the software to change HTML.

Compared with modifying static pages, modifying dynamic pages usually takes more effort and time to persuade the team. This is bad news. The good news is that if the team is persuaded to modify a dynamic page, they often modify all dynamic pages. For a static page, only this page is affected when you modify a page. Using the content from the database also simplifies quality control, because the data input program can check input more easily than checking static pages with the HTML editor.