SEO Practices (3) make the site user-friendly for search engines

The two previous articles in the series mentioned the preparation of SEO data, and how to make the site for search engine friendly, difficult to avoid involves a lot of technical aspects of content. This article can finally enter a slightly lighter topic, because the site to the search engine user-friendly, only we need to start from common sense-although often the more common sense is more likely to become a blind spot.

I wonder if anyone is wondering, why not on the site of their own user-friendly, but the search engine user-friendly? This is SEO so far most of the biggest blind spot, SEO service object is not their own site, but search engines.

　Why SEO is to serve the search engine users?

Why does the search engine give the website free SEO traffic? Because one of its main profit points is to charge PPC ads, and its natural search result quality is directly driven to its PPC market share.

If you have an excellent website, people will be amazed when they come to this site. Of course can not say such a site for its SEO is not good for the search engine quality site is also more likely to exist quality information, but the search engine will not be fully favored it. Because the goal of the search engine is very simple, it most want users to use search engine search, and then find this information on your site, directly satisfied with the leave.

To some extent, search engines do not want to let users too like other sites, if so reduce the use of search engines, it is useless to themselves. Though the search engine could not be so wicked as to to reverse the ranking of excellent sites (because the commercial competition of human intervention is another thing, not discussed here), but like Baidu, do Baidu Encyclopedia, Baidu know, and so on platform, their own a large part of the search flow and then drainage back to their own, Just because it doesn't actually like to give traffic to other sites.

(If you know the type of search, you will know that there are three main types of search: navigation, question-and-answer type and product type.) In addition to navigation search Baidu is not convenient to intercept too much traffic, Baidu knows and Baidu Encyclopedia is exactly the corresponding question-and-answer type and product-type search and health of the product of the SEO. )

We do SEO, there are some things do not need to consider too much, or should focus on how to effectively give search engine users to return the content they need.

　　How to make SEO service to the search engine users?

The first thing to realize is, what is the difference between a user who serves a website and a user who serves a search engine? The main difference is the portal page, and the need for information.

For example, for the electrical business site, first of all, a user clicks from SERP to the product page of the electrical business site, he is likely to have no knowledge of the site, all he knows is the Web page on the products related to the various information. But the user's information needs are extremely diverse, and this page is not enough to meet him, at this time there are two main options: first, return search engine search results of other sites, and two, through the page above the link to continue browsing in the site. If the user chooses the former, it means that the information on the site is not very suitable for the user.

Search engines have been working through their own judgment rules to determine the user's chances of choosing the latter to determine the initial ranking, and to adjust the rankings by clicking on the data after the user accesses the search results on the SERP.

On the data, the simplest measure is the bounce rate for landing pages. The way to reduce the bounce rate is to improve the design of web pages, etc., but in general the most important thing is to provide related product links on the page, they are often the most likely to be clicked.

The previous article mentioned Amazon's product page SEO is a standout in the field of electrical business, now look at an example of Amazon. The main product recommendation block on its product page is three blocks, followed by:

What other Items does Customers buy after viewing this Item? (What other items have been purchased after you have seen the user of the product?)

Customers who bought this item Also bought (customers who bought this product will also buy)

Related items (related products)

It may seem like it at first glance, but what are the essential differences between the three? The first recommendation is the other items that may be purchased when the user is not actually interested in the product; The second recommendation is that the user already has the purchase intention when the bundle sales; The third is more for SEO and ranking (text relevance) considerations.

The first recommendation is placed in front of the most prominent position, you can significantly improve the jump rate mentioned above, so that the SEO flow promotion. In addition, from the SEM angle, the rate of jump out of the unit SEO flow average value can also be promoted.

From a Web site perspective, such a referral mechanism may not be as important, especially on a site type such as a forum. Most of the site users from the list page to find the latest posts to see, read back to the list page and find other new posts.

But for SEO, when visitors from the search engine into the post page, he did not know the forum, prompting him to continue to browse the momentum is likely to be related to the post link. Of course, for the forum often there are some other special methods, such as the registered user can download the attachment, part of the reply paste hidden, etc. (such as csdn do). But the back of the trick only in the search engine based on the actual bounce rate, so that the ranking of the page to modify the time will play an effect, but related post links can be in the beginning of the essential impact.

　At last

The corresponding how to search engine friendly, how to search engine user-friendly should be SEO more effort to do things. After all, the search engine algorithm rules too much, know its main soft rib and give certain assistance is enough. The length of the text in Google Webmaster Tool help also shows that although search engines have technical problems that need to be solved by SEO, they are more likely to handle those problems themselves. After all, it would like SEO to save strength, to the site more valuable information in a better way to show to the user.

The topics and information architecture areas covered in this article have more in common, and can be used to refer to some information architecture knowledge. But their differences have also been mentioned, SEO is for search engine User Service, so the entrance page and requirements characteristics are different, this must not forget.

This series of articles to now three, talked about many people may not have recognized the SEO methods and ideas, but from the mention of several examples of Amazon should be able to see, this is some SEO excellent site is actually doing.

What further SEO should do? As mentioned above, how to ensure the maximum profit of the last website? To ensure the ranking, to ensure the bounce rate, of course, conversion rate, product profit and so on, professional data mining can better solve this problem. Although this for the domestic current situation of the SEO some luxury, I also know very little about data mining, do not have the ability to make much good recommendation engine. But can I say a word, if still only talk about PR, key words or something, is not a bit out of it?

SEO Practice (1)--The data preparation before SEO

SEO Practice (2)--Make the site to search engine friendly