Develop Enterprise SEO project proposal notes

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

With the development of SEO, more enterprises began to pay attention to their own site SEO problems, although as the owner of the SEO project to give a simple solution is easy, but put forward the solution itself does not solve the problem. If you can provide a clear and specific plan within the expected costs and benefits of your customers and managers, they are more than willing to apply your plan to practice.

The most effective is to attach a form at the end of each proposal, as shown in the following figure (table 1):

Priority e optimization means a influence degree B cost D or resources used to C

1 Repairing the Dead chain in Appendix A intern

2 rewrite the page header low content team

3 Redo Navigation High development team, design team

A table with only 5 columns doesn't seem like a big deal, but when you really start looking at what the columns contain, you'll find that it involves a lot of work if you want to achieve each of the metrics in each column. So here, I want to talk to you about every step involved. (The Letters in table 1 correspond to columns)

I. Writing specific optimization tools

Two. Solve the problem from the main factor to the secondary factor

Three. Confirmation of resource requirements

Four. Estimated required costs

Five. Prepare the final ranking

I. Writing specific optimization tools

We often talk about "what" and "why" when we write SEO proposals, and it's a waste of time, so let's skip to the final step, which is how to do it. For example, many SEO reports have this:

"We detected your site and found a lot of bad links inside the link, which led to 404 errors and weights that couldn't be delivered." Check your inner chain and correct the dead chain, you will retain weights, improve rankings, and provide your visitors with a better user experience. ”

This covers the question "What" and "why" you have to fix it, and the general means of how you can fix it. But imagine that you're a web developer, and if you read a report like this, do you think: This report is going to take me a few days to click on all the links on the site to find 404 bugs?

As an experienced SEO practitioners, everyone will think that this is not very troublesome?, you don't need to let developers manually check the entire site, there are many inspection tools can do! But the problem is that a lot of knowledgeable web developers don't know some SEO tricks and tools, Even if they know that they can directly detect 404 pages of the tool, but also do not know can be used in SEO. Look at the following report, which is more useful than the previous report:

"We integrate a list of bad links throughout the site, including their addresses and their anchor text." We recommend that you test each, or remove the link, or create the appropriate jump page.

Without this final step, you are relying on a reasonable web developer to do manual work for you. With this final step, you can get the project manager to put your solution in the hands of an intern. Even technically, the company spends 15 minutes more on you than the developer, but it eliminates the error and dramatically increases the likelihood that the job will be completed.

Whenever you are developing an implementation plan, do not dwell on a high-level, generic solution, list all the steps taken to complete the plan, and complete the steps to the best of your potential.

Two. Solve the problem from the main factor to the secondary factor

This step is crucial, but rarely mentioned. The easier it is to implement your plan, the more than 20 tasks to be handed over to any team will seem a bit excessive. Where do they start? which task will bring them maximum flow?

It will take some time if your client or manager wants to reach the value of your visit or earnings. But most of the clients I've worked with are happy to accept a high/medium/low range value.

What is high, what is middle, what is low? I found some of the most common points/issues when reviewing the customer's site, where I sorted them one by one by the maximum degree of impact. Be sure to adjust to the spread of the problem to form the final high/medium/low ranking.

1. The right to decline

You may already know this, but remember: ' The right to drop is always a priority '/will always have to be solved first.

If your site is down right, any optimization can slightly reduce the impact, but there will always be a disturbing possibility exists, that is a power down will lead to a larger and more miserable right to drop, an unresolved right to fall may be more severe punishment.

Customers or managers are more likely to invest in retrieving the traffic they've reached, rather than making changes to get more traffic. If you can find and prove to be a power down, then it is much simpler to measure the loss of value, to understand the benefits of the problem of reducing power than to solve the cost of reducing power.

(1) Human intervention to reduce the right

Human intervention to reduce power is the leading cause of the fall in rankings. How to determine whether to be artificially down the right, retrieve the name of the site, if it is not the first ranking, then you may encounter a manual down the right. Less than Google you can submit the application in the Administrator tool, for Baidu you can choose the snapshot complaint.

(2) The algorithm adjusts the right to drop

Algorithm to reduce the impact of power is relatively large, but usually no artificial down the right so serious. and artificially down the right, the algorithm down the right you will find the whole site of the keyword ranking will be down, and is a large number of, and you can detect the situation of external links, as well as the anchor text of the situation to see what happened to the specific changes.

It is worth reminding: there is a difference between the artificial reduction of power and the algorithm to adjust the right to fall. The artificial descending power is the algorithm thinks you have done violates the rank rule the matter, thus evaluates the site the page level is lower than they can achieve the level. Solve the core issues, your site will be able to return to good rankings. But when the algorithm is adjusted, there is no way to win back the lost traffic again. The whole situation has changed.

(3) Potential drop right

Unsurprisingly, in terms of priority, potential drop weights should be ranked after an active drop in power, but make sure you get rid of the potential drop right before other suggestions.

What does it mean to have a potential right to drop? If you find that the site has a keyword piling, entry page and abnormal links, but there is no obvious evidence of the right to drop, then your site down right is only a matter of time.

It's hard to convince web operators to put their energies into solving the problem. Spam strategies seem to win back revenue, and it takes time and effort to solve the problem of potential drop, and it is likely to affect natural search traffic. That is, it's important, so you have to solve the problem as quickly as possible. After the right to restore to the original difficulty far more than to prevent the occurrence of the right to fall. Also, as an SEO personnel, during the job you let the site suffered down the right, you may lose your authority and your work.

2. No ranking page

Dead chains, incorrect redirects, or low quality/similarity through high repetition content can cause search engines to miss or ignore the page altogether. The site owner is always wrong to assume that this is related to keyword positioning whenever searching for related search terms does not appear on that page. But content is the key factor in the first place.

(1) Low-quality link structure

Generally speaking, a page is not included in the following reasons:

L don't have a link to it.

L should have a link to it, but it's a dead chain.

L have 302 jumps, but the original URL is still included

L only one link to it is one of the articles that contains a large number of export links

L exist in JavaScript language, JS is not yet fully recognized

In all of these examples, search engines either can't find the page or think the page is not important enough to be included. A one-time job search is easy, but you don't want to keep checking the missing pages.

The best way to do this is to make sure that all pages are retrieved by building a solid navigation framework.

(2) Repetitive or extremely similar low quality content

If the search engine thinks this page has no contribution to the Internet, it will choose not to give you the page rank. You only have to follow the URL to find your page. According to past experience, not to rank is often due to this page is basically no content (less than 50 words), or simply the accumulation of keywords. So make sure that the page is readable and that there is enough content. You can see what the Web site can read by looking at a snapshot of a Web page in plain text.

Although you may be caught in a whirlpool of repetitive content, if you find that the content of two pages on the web is almost identical, it will identify one as "original" and ignore the other. To check if you have duplicate content, you can copy a long string of text from the page and retrieve the reference.

If you are in the following situations, you and your customers may accidentally click on your own content from the search engine:

Commercial website: Product content sharing is achieved through the manufacturer's description. In this case, you can add your own comments or encourage visitors to leave a comment. If your page has only a portion of the content repeated, it is generally not punishable.

content-based Web sites: Your content is forwarded by multiple sites, and none of these sites are linked back to your page using a normalized tag. If you have done this before, please find these sites so that they all use the normalized tag canonical link back to your page.

Note: If you find repetitive content or low quality content you still have rankings. This means that the page has a large enough weight, and if you create unique, valuable content, the page will get a better ranking in the results of the search.

3. Interference text

A machine as smart as a search engine is still trying to match the retrieval needs of the search based on content. To get a high ranking, you need the page content to answer user questions clearly, whether by focusing on one or two keywords or using a language that is similar to the question of the users.

(1) Keyword positioning

I've read a lot of blogs about keyword research that start with nothing, and it assumes you have a topic in mind and you haven't written anything. The fact is that most of us are editing what already exists. So, it's more about verifying what's already written than a bunch of targeted keywords.

The first step in locating a keyword is to check the page to find out what it is answering. Then ask yourself, "If I had this problem, how would I retrieve it?" List all possible search statements, including words already contained in the text, or words that you think are relevant.

The second step is to see if these keywords have a flow index? Are there any more long tail keywords associated with them?

(2) Topic/topic Normalization

Even if your page is indexed perfectly, you may find that the same retrieval statement indexes multiple different pages. In SEO, we define this phenomenon as the standardization of keywords. But as the search engine continues to enhance its ability to understand multiple words, you will find that problems arise, with two of pages pointing to the same problem, and the search causes that your site can only occupy one result.

When you are doing a keyword layout, make sure not to give the same keywords to multiple pages. If you do, consider consolidating these pages to make a better page.

4. Other technical issues

Once you are sure that your site is not down right, all pages are included, the content is readable, then the other technical problems are less stressful.

Three. Confirmation of resource requirements

It is easy to identify which departments and staff to implement this action, but it is too soon to let the development team solve all the work related to the web change is not the optimal allocation of resources. The implementation plan can only play a greater role when you fully understand the resources available, correctly assign tasks, identify the available personnel covered in all forms, and understand their workloads and work progress.

1. Understanding Available Resources

If you're an in-house SEO person, that's not a problem.

If you are an SEO consultant, you have limited resources. Internal teams are doing high-quality work, such as content teams, web development teams, and creative teams, unless you directly request a few in-house teams, tools, and agents to work for you.

To be as efficient as possible, make sure you assign tasks to those who can complete the task at the lowest cost, you don't need to know all the employees and their skills, just make sure you have an exhaustive list of tasks before assigning them, and you can ask an employee who understands the structure of the task, such as a project manager, Discuss this list with you.

2. Include all required resources

Many SEO suggestions appear to be technical and require writing or design work. When you add a task like "rewrite page title" or "Move link to top navigation", you actually ask for more than just the development team involved in the task.

In this case, you have two choices: write a job or design your own (this will make your plan more operational), and make sure that the resources you need are included in your worksheet.

3. Understanding how quickly resources can complete their tasks

The best practice is to ask the relevant team about their previous work experience. This information can help you to better estimate the implementation and cost of the plan.

Four. Estimated required costs

The costs here include time and labor costs. The general company is more willing to accept high/medium/low such a range value, if you have enough experience, can give a more accurate valuation.

Five. Prepare the final ranking

The final ranking needs to consider all the modules listed above, plus the corporate culture and corporate vision.

Note that I did not say SEO goals here. Integrate the SEO plan into all the work being done by the enterprise. In the face of an impatient enterprise, you should put the task that is easy to complete to the front, calm suspicion and win trust. In the face of a company that is willing to spend more time doing a project, you can pick the most important tasks to do first, and ensure that when the program is completed, the enterprise will be able to maximize the benefits.

Finally: only customers see profitability, you can retain customers.

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