Research on search engine-oriented link optimization technology

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Today, web links have become one of the key technologies for search engine decision page quality. By analyzing how pages are linked to each other, search engines can determine the theme of the page (if the keywords linked to the page are similar to the keywords in the original page) and whether the page is considered important. Based on the link analysis algorithm, search engines provide a way to measure the quality of Web pages. Therefore, link optimization plays an important role in search engine optimization, and the research on link optimization technology has great theoretical and practical significance.

1 Link Optimization Technology

1.1 URL Optimization First, try to include keywords in the URL. This way, on the one hand, users can see the URL to understand the topic and content of the page. On the other hand, the keyword in the URL is still useful for search engine rankings. There is no guarantee that this is the Google algorithm factor, but the top page most of the pages in the Domain name or page URL contains keywords. Even if it is not Google's computing factor, it must be a computational factor for some small search engines. But it is best not to put the keyword and the directory name file name Long, contains too many words, otherwise certainly be search engines as cheating. Second, in the URL, directory name, file name, the best use of conjunctions between words, this is the IT specification. The conjunctions are treated as spaces, look neat, and perform well in Google. Do not underline, if the directory name and file name in the text or space, such a URL appears in the browser address bar, will become some coded characters. Although search engines can be identified, but unsightly. Case: It is best to unify all lowercase letters in the URL. Most Web sites are based on UNIX servers, which are sensitive to uppercase and lowercase letters. Lowercase letters are easy to identify and type.

1.2 Link Anchor Text optimization anchor text can be related to the actual content of the link address, or it can be irrelevant. Therefore, Google bombing use anchor text to cheat. But since January 2007, Google has updated its algorithm to reduce the impact of Google bombs.

The target text is usually related to the source page. Search engine's goal is to provide very relevant search results, so the anchor text in search engine algorithm weight is very high. Therefore the anchor text should describe the content of the target page and avoid using the "click here" link.

1.3 Site navigation and internal Links optimization site navigation aims to guide users to easily access the content of the site, tell the browser the main content and function of the site, tell the visitors the location of the site, tell the visitors visited the page (link is purple). Website navigation is an important index to evaluate the professional degree and usability of website. Web site navigation link is the search engine spiders crawl down the important line, but also to ensure that the site channel interoperability between the bridge, so the navigation structure to clear, hyperlinks to use text links, try to use text navigation (text link).

The optimization of inbound links is also very important. Based on similar content of mutual links should be in the site to share PR, in order to achieve the site PR transfer and flow. The specific strategy is to let the homepage PR highest, Column page second, content page again; second, the site does not need to make other pages eclipse a star page, if found inside the site has a page does attract most of the traffic, then should be the page of the PR through the link spread to other pages; third, if a user browses through an article, article content at the end of the article provides relevant articles, most likely through the relevant articles for in-depth excavation, this way can enable users to achieve maximum satisfaction. But note that the homepage can not be more than three levels away from the home page, and finally through the web link to affect the PR value of the transfer, so that a page or important page PR value and importance increased. Internal links can be linked to the nofollow control weight distribution, if the link put on the nofollow, you can actively control the link weight and PR in the site distribution.

1.4 Image Link Alt Description optimization alt description is the text that is displayed in the image position before the image is loaded. The normal use is to display the text for viewers when the browser cannot display the image. Using anchor text to display keywords is a cheating tactic that has been abused and is implanted with long lists of keywords, spiders ignoring them or even punishing this abuse.

1.5 Use backlinks for search engines in particular for Google, the key factor in determining the ranking of a site is how many high-quality links are externally directed to the site. Link popularity is the basic index for evaluating web popularity, which is based on the number of external links for the page popularity. Popularity ranking higher, that is, the number of backlinks, the higher the quality, indicating the site more valuable, the higher the popularity of the site. Link popularity is not controlled by this site, but the link popularity can be improved with a reverse link strategy.

Various search engine's popularity algorithm is different, the famous has PageRank, TrustRank, Hilltop. In addition to pursuing PageRank, use backlinks to focus on authoritative links and get links from expert pages.

There are many ways to get back links, such as to the famous search engine directory such as Yahoo and DMOZ submitted (to help spiders find), expert link bait, the theme-related sites to establish mutually beneficial links (links), network advertising, site cooperation and so on. Of course, the key is that the quality of the site is high, regularly updated content, provide valuable information, other webmasters found it valuable, will actively link, which helps to improve the ranking of the site. Generally speaking, most SEO companies will recommend the types of sites that should be sought for links, such as organizational sites, professional community sites, etc.

1.6 Dynamic Link Optimization Dynamic page links are generated dynamically, before returning the page content, dynamic scripts need some information, such as session identification or string. There are templates in dynamic Web sites, and content is generally stored in the database. To browse the page, the template invokes the contents of the database, and the parameters are added to the URL, which tells the template what to load. Viewers find information in a dynamic Web site by using a query string that is typed into a form or is encoded in a link on the home page.

But spiders do not know how to use the query function, if the spider with no query string incomplete to the server to submit, the server will require the full address of information, this is the spider can not understand, which may be caught in a dead loop. It is therefore necessary to convert these valuable elements into a form that is visible to the spider. There are two solutions to this problem:

One is to establish a static gateway page to connect the Web pages in the site. Make sure that the link address is complete, does not need to be temporarily generated, that is, does not contain the symbol, when needed, the server can convert these static links so that spiders can directly access the dynamic page without answering questions. This Gateway page should have rich text to avoid being overlooked by spiders. This is suitable for situations where dynamic pages are less. Second, the system to do technical maintenance, so that the server can respond to the spider's visit, the "?" Substitution with other symbols such as "/". The implementation of this method relies on the type of Web server and the technology for integrating databases and Web sites: Apache has a special rewrite module that allows you to convert a URL that contains a query string into a URL that the search engine can track. Active Server Pages: Most search engines can retrieve. asp pages, if the URL does not contain a question mark. Xqasp provides a product that automatically replaces the question mark in the URL with "/".

2 concluding remarks

In the actual above six kinds of links optimization should be integrated, reasonable use to improve the ranking of the site. In particular, the establishment of reverse link to be cautious. With the development of the Internet, the search engine adjusts the frequency of the algorithm more and more quickly, the rubbish page can hack the space naturally also less. Based on this consideration, the kind of automated process that claims to be able to quickly get hundreds of links from web sites should be eliminated, from link farms, which are the targets of all search engine farm.