SEO Overview of basic knowledge
SEO Overview
one, SEO What is it?
SEO（Search Engine Optimization， Search engine optimization) is an optimization behavior that uses search engine ranking rules to improve the number of inclusions and rankings of target websites in organic search results. The purpose is to obtain more free traffic from search engines and better display the image.
Simply put, search engine optimization is to improve the natural search ranking to obtain traffic and provide users with valuable information. SEO It is divided into two parts: internal website optimization that can be controlled by the webmaster, and external optimization outside the website itself, which is the same as SEM（ Search engine marketing) has some differences.
SEO Not only is it a method of online marketing, but it is also every SEO The attitude of practitioners, SEO Just like being a human being, if you want to become a valuable person, you must constantly enrich your connotation and knowledge and make great contributions. Only in society will more people need and support you. This is SEO attitude.Among them, the website is like a person, constantly improving the things on the website, helping others to achieve themselves, and more website links point to you, so you can achieve the optimal state in such a virtuous cycle, so do SEO It's just being a human being.
Do SEO It is an art. People who know how to appreciate it will know its charm. It is like a search engine having a relationship. We need to understand the preferences of search engines, optimize the search engines like, and not touch the bottom line of search engines, otherwise we will have to be eliminated. On the contrary, when we really use it well SEO With technology, we can get huge returns from search engines.
explain SEO Simple, it is also simple, many people say it is external links and content.explain SEO Complex, it is very complicated because there are too many uncertainties that you cannot know the specific algorithms of search engines and cannot keep up with search engine updates at any time.This is SEO The charm of many people love and hate. SEO Technology is a technology that hovers at the edge. If you do it well, you will get huge profits. If you do it too much, you will fall off a cliff and be in a slump.
two, SEO The great effect of
1、 SEO Provide guarantees for website profit
The purpose of a website is to make a profit. For any website, no matter the size or industry, it can be used. SEO Help website profit, especially for websites that target traffic. SEO It is the fundamental driving force for website development and the guarantee of website profitability.because SEO The function is to bring search engine traffic to the website. With traffic, the website has many ways to make profits, such as website advertising space sales, website own products sales, and other website services.
（1）SEO Help website advertising sales make profits.
At present, most websites still make profits by website advertising, especially websites such as information stations, news stations, and download stations.
（2）SEO Help the website make profits in its own product sales.
Many corporate websites do not advertise, and basically promote their own company image or sell their own products.In this Internet era, nothing can be done, so even on the Internet, competition is very fierce.To promote the company and sell products, the website must be seen by more people, and SEO The purpose is to make the website visible to more people.
（3）SEO Help website other services make profits
Some websites make profits by improving services for users, such as special functions of members and value-added services for users. These websites are mainly forums and blog websites.This type of website should have a place to attract users, and other places cannot satisfy users. Users have reason to choose this website to pay. SEO The purpose is to bring users into these websites and increase registered users and paid users of the website.
The above three profit points are all based on website traffic. If it is not a brand website, search engine traffic will account for most of the website traffic, which also proves that SEO The importance of website profitability.
2、 SEO Can establish a corporate brand
SEO It can bring traffic to the website, but traffic is always temporary, making more people realize that the website is long-lasting, that is, establishing a corporate brand.
The most popular way to promote a brand is advertising, and SEO The effect is advertising, which is to improve the website page toKeyword ranking, which allows the website to gain more display opportunities, is equivalent to advertising in search engines.As shown in the following figure, enter "Franchise Network" in Baidu search and you will know some franchise websites.
use SEO When advertising and promotion, if you want users to remember your brand among many websites, you must follow certain rules. This rule is generally priority for user experience, website features, and strong brand promotion awareness.
3、 SEO Be able to handle the crisis of trust
In the fiercely competitive Internet, it is impossible for the website, brand or company to have all positive reviews, and there are also negative reviews from users or competitors. When these negative information is ranked well, it will have a serious impact on the website, brand or company.
When users see these negative information in search engines, they will leave a seed of doubt in the user's mind, which will have a certain impact on the brand's image, resulting in reduced profits and even immeasurable losses, which is particularly prominent in highly competitive industries.
It is worth mentioning that these negative information is difficult to delete. If you contact the other party’s website to request deletion, you may have to pay a lot of money to solve it.If this negative information comes from the opponent's website, it is impossible to even delete it.What to do? SEO This kind of problem can be solved because SEO Can improveKeyword ranking，You only need to use positive information to squeeze the negative information backwards, and users usually do not look at the search results on too many pages.
There are many ways to squeeze negative information out of ranking, such as purchasing soft articles from high-weight websites, building soft articles from third-party platforms such as forum blogs, and improving the ranking of other positive information.
Purchase soft articles for high-weight websites: For keywords with negative information, optimize the title and main text of the soft articles accordingly, and then pay to place them on high-weight websites.Usually, with the help of high weight, these soft articles can obtain better rankings and squeeze out negative information that was originally ranked high.
three, SEO The relationship
1、 SEO Relationship with ranking
Ranking is divided into natural ranking and bidding ranking, and natural ranking belongs to SEO part of the bidding ranking does not belong to SEO， But it will use it SEO knowledge.
SEO Can improve the natural ranking of keywords, but this is not SEO The full function of SEO Gain traffic by improving rankings and converting it into website profit.Improving the ranking may not necessarily lead to good traffic. Whether the web page can meet user needs and whether the title description can attract user clicks will also affect the website's traffic. Whether the traffic can be converted to profitable will also require internal optimization of the website to increase fixed users or sell product services.
2、 SEO and SEM The relationship
SEM It's search engine marketing. SEO yes SEM part of SEM In addition to SEO In addition to bidding rankings, there are also keyword advertising, PPC Incoming calls and other methods.
3、SEO Relationship with website operation
SEO It's just a small part of the website's operation.Usually in the website operation department, there are special SEO Optimization team, SEO The team is only responsible for search engine optimization. The website must run. In addition to search engine optimization, there are also website preparation, website promotion, website profit, website cost, operation department management, etc.
Four, SEO It's a long-term job
Establish a correct one SEO Only by understanding the concept can you do it well SEO。
1、 SEO There is no shortcut to go
2、 SEO It takes a certain amount of time to take effect, and it needs to be persisted
3、 SEO Need to be gradually
4、 SEO There are only skills, and you need to be summarized continuously, but there are no secrets
5、 SEO There should be reasonable plans.
five, SEO Common Terms
1、 SEOer： Refers to engaging in SEO Staff on the job.
2、 404Page: It is a server status return code.When the URL entered by the user cannot be found at the link location, the 404 page is returned.In order to optimize the user experience, the website can design dynamic 404 pages based on the content of the pages visited by netizens, such as "The page you visited has been hijacked by aliens."
3、 Conversion rate: refers to the ratio between registration, sales and visits.Reflects the effect of website optimization.For example, 10 IP One of them purchased a product, and the conversion rate is 10%.
4、 Static URL： Doesn't mean "?”, “ =”，and characters such as "&" URL， That is to say URL No parameters are included.Static URL More convenient for search engine spider to crawl pages.
5、 dynamic URL： Refers to having "?”, “ =”，and characters such as "&" URL， Right now URL With parameters.Parameters are often data submitted to the server user for request, or the web page is marked in the database.
6、 Spider， That is, search engine spider, it also becomes Bot or WebCrawler， Refers to a machine program in which search engines crawl web page data on the Internet.Search engine spider job is to roam along the web link Web Document collection and Web The document's data is brought back to the search engine database, and then continue roaming with the unvisible link contained in the document as a new starting point until there is no new one that meets the criteria. URL until.When a spider crawls a web page, it does not necessarily crawl unvisited links. Not crawling is just crawling, which means it is not included.
7、 Baidu snapshot: refers to the content data collected by Baidu on the website page the most recent time.Each included web page has a plain text backup on Baidu, which is a Baidu snapshot.If a search result cannot be opened, or the opening speed is slow, you can also open the archived web page through Baidu snapshots.
8、 Keyword density: equals the number of times the keyword appears on the page, divided by the number of words on the entire page.Keyword density is SEO An important part of optimization.Keyword stacking can be easily detected by search engines, which is a cheating behavior and may be punished.The optimal keyword density ranges from 2% to 8%.
9、 Link anchor text: Keyword text with links is called link anchor text, which is beneficial SEO Optimize, anchor text external links can increase the ranking of related keywords.For example 78. cn It is a website for franchise. Many websites are linked to 78 Entrepreneurship Business Opportunity Network through the word "investment and franchise". So this is the website for 78 Entrepreneurship Business Opportunity Network.Keyword rankingIt will be better.
10、One-way link: refers to a web page linking to another web page, but another web page does not have a corresponding link returned, so this link pointing to another web page is a one-way link.
11、Backlink, also known as import link, is a link that points to its own website page from other websites. SEO Very important, directly affecting the web page PR and keyword relevance, thereby changing its search engine rankings.
12、Breadcrumb navigation: In the web page, it displays the current location of the user and the current page's location on the entire website to make up for the main navigation of the website.
13、Target keywords: The core keywords that reflect the theme to be expressed. The content of the website mainly revolves around these keywords and brings main traffic.
14、Long tail keywords: keywords that are not major and non-core, but occupy most of the space.Due to the large number and good ranking, it can bring more traffic.
15、Weight: Baidu Weight is a targeted website launched by websites such as Ai Station and Webmaster Tools.Keyword rankingIt is expected to bring traffic to the website, and third-party website welcome evaluation data with a level of 0-10.Baidu official clearly stated that it does not recognize Baidu's weight.
16、PR Value: full name PageRank（ Web page level), a standard used to express web page level, the levels are 0 to 10, and Google A method to evaluate the "importance" of a web page.
17、Depreciation: It is the punishment of search engines to reduce the weight of the website, so as to makeKeyword rankingdecline.
18、Mirroring site: by copying the site or the sameWebsite Programsand content, allocated to different domain names and servers, in order to deceive search engines into indexing the same site or the same page multiple times.Search engines now have filtering systems that can detect mirrored sites. Once the mirrored site is discovered, the source site and mirrored sites will be deleted from the index database.
19、White hat SEO： Use search engine-compliant SEO Optimization methods improve user experience and reasonably connect with other websites, thereby increasing the ranking of sites in search engines.White hat SEO Optimization risks are avoided, but the effect time is long.
20、cap SEO： Use cheating or means that undermine the principle of fairness.If keyword piles up or black chains are found by search engines, they will be severely punished.
21、Gray hat SEO： The optimization techniques between white hats and hats are diverse, not just using white hats or hats, but focusing on both overall and local two-way search engine optimization strategies.The effect is faster than the white hat, the risk is lower than the hat, which is more moderate.
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