Search engine Optimization URL Chapter [2003-12-3]

Search Engine | optimization In general, the inclusion of a keyword in a URL will certainly help the rankings. This usually involves two questions: whether the domain name should use keywords and the child page name should be used.
The ranking optimization effect and brand effect of the domain name
Search engine rankings from the perspective of optimization, including keywords domain name is generally better than the domain name does not contain keywords in the site rankings. For example, if the "hosting" as a search term, then the site www.hosting.com than www.ipowerweb.com more easily to get higher site rankings. In addition, people usually use the website name/domain name to do the text link content in the Friendship link. As a result, the domain name containing the keyword can virtually add weight to the site.
However, from the product or service brand effect considerations, if you provide products or services have to build brand strength and deep market potential, then use the company name (brand name) to do the domain name should be more appropriate. Therefore, the use of keywords in the domain name, it is advisable to start from a long-term perspective, according to the company's different objectives of the market strategy, do not go into the misunderstanding of quick success.

Problems needing attention in using keywords in domain name
Question one: the length of the domain name is appropriate
The domain name should not be too long, generally one to two keywords best. such as kw1.com or kw1-kw2.com. This is easy for customers to remember.
Question two: whether to have a separate domain name
The independent domain name can obtain the search engine's recognition more. Surveys show that most search engine rankings give smaller "importance" to sites that do not have independent domain names.
Question three: domain name whether keyword stack (keyword stuffed domain)
Shaped like kw1-kw2-kw3-kw4-kw5.com. Imagine, if the search engine to the domain name appears in the keyword "importance" is 1 points, and Keyword1 is you most want to promote the keyword. So for this five-word domain name, each keyword in the search engine of the "importance" of 1/5. This reduces the most important keyword KW1 in the eyes of the search engine "importance." And in the domain name of the uncontrolled use of keywords always have to get a higher search engine rankings rather than to provide customers with practical information. Search engines sometimes ignore some of the keywords that appear in the domain name.
Question four: Whether the domain name is honest reaction product or service
The "Deceptive domain name" problem in optimization should be avoided. Suppose a site that provides hotel reservation service, if "abc-hotels-accommodations.com" is reasonable. However, if it is "abc-hotels-accommodations-tourist-information-business-travel-guide.com", it is a deceptive domain name.

Recommended keywords in sub-page name/address
The page address contains relevant keywords that can effectively improve the keyword relevancy score in the search engine. But avoid excessive web page optimization, resulting in a large number of sub-page names, such as domain.com/kw1-k2/kw1-kw2-kw3-kw4.htm keywords. Such a result would only backfire.
Although this may not matter to the user, because they are not concerned about these, but on your site is the content you claim to provide. In this way, a very experienced user is very likely to think that your site is only a good search engine, in fact, does not provide more quality content. On the other hand, for search engines, for those who have a lot of keywords in the name of the page, where the "weight" of each keyword has been discounted, and even ignored some of the keywords, this is not impossible.

Other questions about using keywords in URLs
Many search engine optimization data mention that when you optimize Google, you should separate multiple keywords from the Web page name with a separator. So what is the delimiter that the search engine recognizes? Can the hyphen "-" and underscore "_" be delimited?
Question one: Search engine acceptable separator
For example, for a Search engine optimization page:
Search-engine-optimization.htm
Search%20engine%20optimization.htm
Search_engine_optimization.htm
Do they play the same role in Google's page rating?
Many users think that the search engine will be underlined as a separator to treat. Because some of the famous network categories such as DMOZ and Yahoo in its filename also use underline. But in fact, at least in the current Google will be the hyphen "-" and the Space Code "%20" as spaces (that is, the URL of the "%20" Effect and "-"). But Google does not agree with "_" as a separator. For Google,
search-engine-optimization.htm= Search Engine Optimization
search%20engine%20optimization.htm= Search Engine Optimization
Search_engine_optimization.htm= searchengineoptimization
We can use "Allinurl" to search for verification. or "Search engine optimization" For example, just enter in Google's search box: Allinurl:search engine Optimization, you will find in Google's search results page (Serps) No URLs with underscores appear in.
Experts say: "to hyphen"-"and underscore" _ "is not one of the characteristics of Google, but it industry based on the definition of the consensus formed. The underline "_" is defined as an ordinary letter rather than a delimited symbol. The hyphen "-" is defined as a delimited identity about the text index. If your file name consists of a number of keywords, it is advisable to use a delimited identity for optimization, such as hyphen "-" or spaces "%20", but do not advocate the use of underline to separate. ”
Question two: How often the separator is used
If you see a url:www.seocompany.com/seo/search_engine_optimization like this in a Web page, it's easy to mistake the underscore in the URL as a space. Although the underscore "_" may be more readable than the hyphen "-", the presence of such a URL in a Web page can be confusing to the user. So from the user usability point of view, we do not recommend that you use the underline in the URL.
Another question: Does Google have a requirement for the number of "-" occurrences in the URL? Practice shows that a hyphen in a URL is best with one to two. There are a lot of users trying to enhance the density of keywords by such means as "search-engine-optimization-website-search-engine-optimization.htm", But the results are frustrated to find that the PR value of these pages has been odd, not only failed to promote rankings, but in search results disappeared.

Conclusion
The general search engine will give a certain "importance" to the keyword appearing in the URL. So you can optimize the URL to enhance the site rankings, but in doing web page optimization should pay attention to optimization strategy. In fact, if the site compared to do a house, the search engine to do a variety of web optimization means is like the foundation of the House. Those rational and long-term optimization strategy is like choosing a solid foundation to build a house, no matter how the search engine ranking algorithm can not shake down, and those who use sand to do the foundation of the site has to be trembling. Once the ranking algorithm changes the direction of the wind, these sites are only "to start from the beginning, clean up the old mountains and rivers."