Part 1: Improving the ranking of websites in search engines

As a Web site developer, getting search engine attention to your web site is one of the key factors to success. In this four-part series, you will learn the basic knowledge required for the organic Optimization of web sites. Part 1 will lay the foundation for search engine optimization, so that you can perform organic Optimization on web sites and create web pages that are useful, accessible, and friendly to search engines.

You have created a great site. What should you do next? Whether the purpose of this web site is to sell products or provide information, if no one browses it, your efforts will be wasted. The method to attract site attention is to make it friendly to the search engine and the actual audience.

Selling web sites to search engines has become a business. Many consultants, tools, and search engine optimization (SEO) sites can help your sites attract the attention of search engines. Maybe there are too many information and resources. However, if you build an accessible and useful site, you are on the right path to success. If you are in charge of a web site-whether you are a professional search engine company or you want to manage it yourself, you need to understand the basic knowledge of optimizing the site for search engines.

This four-part series will provide the tools required to start your SEO campaign, regardless of the size of your planned Seo, it will help you. In part 2 and Part 2, you will learn how search engines work and how to create content that is useful and accessible to search engines and users. In part 2 of this series, Mike Moran and Bill Hunt (Search engine marketing, Inc.Will help you enter the page to search for indexes. In part 2, they will deal with the search marketing issues that are unique to large web sites (aboutSearch engine marketing, Inc.For more information, see references ).

Seo terminology

Before learning this series, you need to understand the following terms:

Directory)

A directory is a manually edited search result. Most directories rely on manual submission instead of spider ). (See Seo and search engines .)

Keywords, keywords, and key phrases (keyword, keyterm, and keyphrase)

Keywords, keywords, and key phrases are the words that the Web site sorts on the search engine results page (also known as serp. Depending on the site audience, you can select a word, a combination of multiple words or the entire phrase. This article will use KeywordsThis term indicates all three types.

Link farm)

In Seo terms, a link field is a page full of links. These links do not actually work. They only exist as links without any actual context. Those who use the black hat SEO method use the link field to add a large number of links to a page, hoping that Google will mistakenly think that this page has a link value.

Organic listing)

The organic list is a free list in serp. Seo In the organic list usually involves improving the actual content of the web site, which is usually performed at the page or infrastructure level.

PageRank

PageRank is a metric used by Google fans to test the ranking of their sites in Google. Seo and search engine marketing (SEM) experts also use this term to describe the ranking of webpages in serp and Google's ranking AlgorithmThe site score. In any case, PageRank is an important part of SEO. (See Google and PageRank below .)

Paid listing)

As the name suggests, the billing list is a search engine service that can only be included after payment. Depending on the search engine, the billing list may mean: including the index, each click (PPC), and The sponsored link (sored link) you can also make the site appear in serp in other ways when you search for target keywords and phrases.

Ranking)

Ranking is the position listed on the page in the serp of the target keyword. Seo aims to improve the ranking of target keywords on Web pages.

Rank Algorithm (ranking algorithm)

The ranking algorithm is the rule that the search engine uses to evaluate and rank the list in its index. The ranking algorithm determines which results are related to specific queries.

Search engine marketing (SEM)

The term SEM can be used with Seo, but SEM often refers to selling web sites to search engines through payment and advertising, and Applying SEO technology at the same time.

Search engine optimization (SEO)

Seo optimizes the content based on the attractiveness and visibility to search engines, so that web pages can be selected by search engines. Seo is mainly used to improve the ranking of organic lists. I use SeoThis term describes the technologies I have recommended, but many of them can also be categorized into SEM.

Search engine result page (serp)

Serp is a list or result displayed for a specific search. Serp is sometimes defined as the result of a search engine. Placement). Based on the purpose of this series, I call it a page rather than an arrangement. In the SEO field, the good performance in serp is everything.

Spamming)

Spider is a fraudulent Seo method. It attempts to cheat spider and uses vulnerabilities in ranking algorithms to influence the ranking of target keywords. Spam technology can be manifested in multiple forms, but the simplest definition of "Spam technology" is any technology that a web site uses to disguise itself and influence rankings. Seo can be divided into two categories based on whether spam technology is used:

• Black hat SEO): Spam technology is used to fool search engines. Black hat SEO uses camouflage, fraud, and theft to obtain a high ranking in serp.
• White hat SEO): Optimize the website in a proper way to better serve users and attract the attention of crawlers. In the white hat SEO, anything that can bring a good user experience is also regarded as beneficial to Seo.

Spider)

Crawlers roam on the web to find the list to be added to the search engine index. Crawlers are sometimes called Web Crawlers or robots. The organic list optimization page is designed to attract the attention of crawlers. (See the following Seo and search engines .)

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Seo importance

After understanding these definitions, you may still be confused: What is the purpose of Seo? Seo seems to be a bit of a conspiracy, isn't it?

Seo creates accessible and useful web sites

Good Seo practices make websites more practical, accessible, and more friendly to search engines. However, unruly Seo marketing enterprises will use black hat SEO Technology (spam technology), which brings a bad reputation to Seo. However, marketing of any type is like this: there are both good and bad ways to promote products, and sometimes bad methods are more effective-but only in the short term. Using black hat SEO technology to cheat search engines is a dangerous way to bring a bad user experience. Therefore, this series only focuses on white hat SEO technology. You and your users will benefit from the white hat SEO technology. This is a win-win situation.

Seo is critical to commercial sites

If your business is online, the survival of the enterprise depends on the degree to which the web site is concerned. If people cannot find a commercial site, how can they buy things from it? In addition, the problem is not only to allow potential customers to find your home page and navigate through the drop-down menu, link, or anything on the site. In the past, if you had a good primary index page, people would flock to it and browse it patiently until they found the information they needed, but this is no longer the case.

Seo is part of the evolution of Web Usage

People use search engines to accurately find the page they need on your site. If your independent page does not appear at the top of serp, the potential audience may not be able to find your site. Users are more likely to enter your site through search and query, rather than navigation through the page hierarchy. For the site administrator, this means that each individual page must be robust enough to be searched separately. Websites must adapt to search engine crawlers and make pages attractive to users so that users are willing to stay here. White hat SEO is such a method.

Web usage is evolving to search-centric Jakob Nielsen elaborated in detail what improvements in the search engine technology have an impact on web usage. People use search to find answers, so the visibility of the site in the search engine (and the ease for users to find it) becomes the key to success (Nielsen-relatedArticleFor the list, see references ).

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Seo practices

To explain the meaning of "making pages strong enough to be searched separately", I will take the developerworks web site as an example. Because www.ibm.com/developerworks's home page is an entry to all developerworks content, we optimize the home page for "IBM resource [for] developers" to make it general and use this phrase for search, in Google serp, this homepage is the first result. The use of organic optimization technology brings a return. Google knows what this page is related to. users will not be disappointed after clicking this link. They will enter a rich page with rich developer resources provided by IBM.

However, apart from the home page, there are many other things in the developerworks web site. Some potential audiences may use our navigation system or internal search to find more targeted developer resources, but many other users prefer to use external search engines to search for content, and directly go to the relevant page.

For example, if a searcher is looking for "Linux developer tutorials" and the URL is www.ibm.com/#works/linux's developerworks Linux page does not appear in the first 10 results of serp, all the optimizations made on the developerworks homepage are useless for this searcher. However, we have been practicing organic Seo on the developerworks site for many years. The developerworks Linux page is currently the first result of Google serp of "Linux developer tutorials. Good Seo means optimizing every page on the site, allowing search engines to accurately understand what you think is the most important content on each page.

Seo seems cumbersome to consider optimizing every page on a web site to improve the ranking in search engine results. You may want to know if there is a trick or a simpler method. However, there is no difficulty in improving the ranking in search engine results. The bottom line is to create excellent content that can be appreciated by users, so that the search engine will give you a good ranking. In this series, you will learn how to achieve this goal.

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Seo and users

If Seo is implemented correctly, a site that is friendly to search engines and attractive to users will be created. One of the benefits of organic Seo is highly accessible pages. Search engine crawlers view pages in the same way as page readers for people with visual impairment. You can use the lynx browser to see what the site is like (see the link to the lynx browser provided in references ). The page reader also displays the effects of your site on small screens, such as mobile phones or other small Web browsing tools (for more information about accessibility, see references ). If pages are highly accessible and can be easily understood by PAGE readers, pages are friendly to search engines.

In the history of Seo, most of the notorious search engine spam technologies will create web pages that are unfriendly to users or have poor accessibility. Two black hat SEO technologies with the greatest damage to user friendliness are:

• metadatabase technology : In the early stage, search engines read metadatabase keywords, descriptions, and other tags. Based on the marked content, the search engine determines the topic of the page and the ranking of the page in serp. Unfortunately, some people use this and repeatedly add many identical words to their meta tags, making the search engine mistakenly believe that pages contain content that does not actually exist. This method misleads users and search engines.

  for example, if we want to direct a Linux user to the developerworks homepage, but there is not much Linux content here, we may do this: " . When users click the site listed in serp, The developerworks homepage will be displayed, and they will be very disappointed, because there are only a few sporadic Linux tutorials, instead of providing Linux tutorials as in the developerworks Linux section. Because many people use the meta tag technology to implement black hat SEO, search engines no longer use the information in the meta tag to rank pages.

• Alt mark Spoofing: Misuse of the alt attribute is also a black hat SEO, because it provides users and search engines with error information about images. For example, the alt mark of an image on the developerworks Linux page may be filled with the following keywords:. Although the Linux page is indeed related to the Linux tutorial, it should be ensured that the image itself indeed delivers accurate information about its content to the page reader. Otherwise, it is abuse of the alt mark.

The most important thing is to remember that appropriate words are important to search engines and users. Text should clearly and truthfully show the topic of the page to the search engine. (For more information about creating a good web page, see references .)

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Seo and search engines

When thinking about search engines, most people will think of Google (you can learn more about Google in the forums provided by references), but to treat all search methods and engines fairly, I will useSearch EngineThis term. The information in part 1 and part 2 is Google-centric, but it is also applicable to most other mainstream search engines. Your target search engine may vary depending on the target audience. Because I only describe the white hat SEO technology, the tools and knowledge provided here will make your web site more attractive to all mainstream search engines in the United States. The popularity of search engines outside the U. S. may vary, but the white hat SEO can help websites rank better in most English-based search engines and other crawler-based search engines.

Search engine type

The difference between a directory and a real search engine is that a directory is manually edited, and a search engine is created by a crawler by tracking links to roam the web. The main focus of white hat SEO is to improve the ranking of websites in search engines edited by crawlers.

How search engines work-simplified version

To collect data, the search engine allows crawlers to track links to roam, organize data, and determine what content the text on each page is related. When a searcher performs a search, the search engine uses the information collected by crawlers to create a list of sites most relevant to the query using a dedicated ranking algorithm and displays the list in serp.

Working principle of directory-simplified version

A pure catalog is like a classification card in the library, but it only uses an electronic form. It contains the edited list of submitted sites in the directory. It knows what is in this list and what categories should be searched for the words entered in the search field. This is because the submitter often chooses classification. In addition, the searcher may browse based on the category of the directory to find a site with the words he requested.

Google is a real search engine. It provides directory results from open directory or dmoz (see references), but most results come from crawler roaming and PageRank algorithms (see PageRank ). Yahoo! Is a directory hybrid search engine. It first searches its own directory and then uses Yahoo bot Slurp! Search engines.

More information about Google

Many Web site administrators report that Google's search indexes account for the majority of all their search-related traffic. Because Google is so popular, you may want to optimize your site primarily for Google (see Google's own statistics in references ).

Fortunately, Google became the first search engine because of its marketing methods or unfriendly user-friendly methods, but because it is a real search engine, its search is based on content quality and link quality. Google has always adhered to the principle of "high ranking in serp for what is beneficial to users.

Google and all other search engines Most search engines and directories in the United States work with Google and Yahoo! . For more information about these associations, see the search engine Relationship Chart of Bruce clay.

Google has an add URL tool, but the ranking of sites is determined by link analysis. If Google is not indexed by other sites, you will never be given a higher ranking, whether or not you have submitted the site. Submitting through add URL does not mean that the page will be automatically listed, but it can make the search engine notice your page. In the past, SEO Experts suggested using the Add URL tool to "deeply submit" pages that are hard to find by crawlers ". However, Google Now introduces Google sitemaps (Google site map), which can be better used for submission. Part 1 of this series will detail Google sitemaps.

In the long run, Seo efforts are best invested in optimizing websites to promote deep roaming for Google and other crawlers.

Google's ranking algorithm is a top-level secret. Known information about Google is as follows:

• Google's main result is a crawler roaming on the web.
• Google crawlers only view visible text on the page.
• Google indexes the following types of files: HTML, PDF, PS, wk1, WK2, wk3, wk4, wk5, wki, wks, wku, lwp, mW, xls, PPT, Doc, wks, WPS, wdb, WRI, RTF, SwF, ANS, and TXT.
• The creation process of Google indexes mainly focuses on the page content and link popularity. Some factors that determine the ranking of a page in the Google list include: the number of links pointing to the site, the quality of the site linked to the site, the links pointing to the site and the text surrounding the link, and the content linked to the page itself.
• Google announced that the results were determined by more than 100 factors.
• Google uses PageRank to check the link structure of the web site to determine which pages are most important.
• Google will alsoHypertext-matching analysis)To determine which pages are related to specific search queries.

Basically, Google uses PageRank to evaluate the quality of inbound links (sites linked to your site) and outbound links (sites linked to your site, it provides a value to indicate the quantity and quality (popularity) of these links ). Google believes that high-quality websites will get higher PageRank. Google then comprehensively uses PageRank ranking and ultra-text matching analysis to find search-related pages.

To prevent spam from spoofing search engines, Google constantly changes its ranking algorithm and updates its indexes. The best way to get a high ranking in a search engine is to optimize the site and do not rely on ranking algorithm vulnerabilities to get a high ranking. As in the real world, the most honest Seo is the best strategy.