1. 6 introduction to seo
Through key word advertising, many enterprises have felt the benefits of the marketing of search engines, but their high costs and negative impacts have been prohibitive to many. There is therefore an urgent need for a lower-cost and more rewarding way to market the search engine, which is the seo. But many do not know much about it, even nothing。
For example, we're searching 100 degrees for "click to gold" and the top priority is shinzhou training network, not shenzhen city's official website. If there is a deceptive website in first place, there will be a significant negative impact on the brand and image of the company, as shown in figures 1-6。
Figure 1-6 search results of key word “click to gold”
Although some enterprises have embarked on site optimization, little is known and many jokes have been made. For example, the ignorance of the bmw website in germany, the "sweetness" of the gold mountain software
It makes you laugh。
Thus, it is believed that the reader has become aware of the importance of optimizing the search engine. Further information will be provided on elements related to the optimization of the search engine。
1. 6. 1 basic concepts of seo
Seo is the abbreviation of search engineering optimization. In accordance with the intent of the operation, seo is also referred to as “site optimization” or “search engine optimization”. But there is a substantive difference between the two concepts。
The site optimization is the fundamental starting point for adapting the website to enhance its user experience, improve its functionality and ultimately improve its search engine responsiveness。
The opposite is true of the optimal search engine, which is the fundamental starting point for making the site more search engine-friendly and even disregarding the user experience of the site and its functionality。
With a simple introduction above, it is possible that some of the readers are not yet fully aware of the nature of the work to optimize the search engine. The following is an example of the main role and significance of the optimization of the search engine。
Assuming that the internet is a huge library, the search engine is a librarian, while the user is a reader. A web site is equivalent to a book. The search engine optimizers are equivalent to the responsible editor of books, who improve the content and readability of books before they are published. A book is stored in the library and placed in the best position on the corresponding shelf only when the librarian or reader deems it valuable. Similarly, if a site is to be captured by a search engine, it must itself have a certain value or be confirmed by some users。
The management of books by librarians depends on his level of management. First, the librarian determines the type of book according to the title of the book, etc.; then the intrinsic value of the book is judged according to the book profile, catalogue, content, etc.; and finally, the location of the book is determined by the combination publishing house, the author's visibility, etc. As the viewer's focus on each location on the shelf was different, the administrator placed the most important book in the shelf. In this way, access to this book will be greatly increased。
In fact, the title of the book is the name of the website, the foreword or brief is the description of the first page, and publishing houses or authors ' visibility is equivalent to the recognition of our website on an external site. If a website is well-themed, informative, well-structured and endorsed by a large number of authoritative external websites, it can be more accessible to users。
The subject, catalogue and content of the book were prepared by the author and were revised in consultation with the responsible authors. The revised book theme is clearer, the catalogue is clearer and readable. The same applies to search engine optimists, whose performance in the search engine is enhanced by the comprehensive adaptation of the website, which makes it more user-friendly and more search engine-friendly。
1. 6. 2 distinction between seo and search engine advertising
The seo is fundamentally different from the search engine keyword ads, which optimize by making the necessary adjustments to the website and making it more search engine-friendly, thereby increasing the ranking of the site in some keyword search results. To understand seo technology, we need to start with the history of seo。
1. 6. 3 the history of seo development
In the early stages of the advent of the internet, people had to find the information they needed on the vast internet like needles, which had not changed until the emergence of a search engine. For example, yahoo, a once infested cataloguing search engine, collects site information manually and then categorizes the collected sites. In this way, when searching for information, the user can simply browse through the corresponding directory or use yahoo's directory search function, which is fast and accurate。
As the number of users continues to increase, yahoo is bringing more and more users to the websites under the classification. It is clear that the site owners are aware of this, and they have also found that the higher the chances of users getting access to the site, which ranks higher in the classification pages. As a result, a study of ranking rules on the yahoo catalogue page was initiated and the ranking of the website on the classification page was raised through the corresponding adjustments, the initial seo。
Since the ranking rules for the catalogues are simple, they are not too testy for website owners. Thus, the real seo technology appears after the extensive application of the full-text search engine. Around the late 1990s, google's full-text search engine grew stronger, and the number of users was gradually catching up with directories such as yahoo. As a result, the site owner has also moved combat positions from a catalogue to a full-text search engine. However, full-text search engine algorithms are complex, and the owners of these sites gather for discussion and research. So, seo technology was born in exploration。
Owing to economic, cultural and other differences, search engine optimization technologies have emerged much later in the country than abroad and have been relatively slow to develop。
Around 2003, the country witnessed the emergence of the first search engine optimisation lovers, who gathered in a few forums to share their views and experiences with the search engine optimization, but few people have a career in the search engine optimization。
The search engine optimization technology was widely disseminated between 2004 and mid-2005. During this period, a number of individuals or companies began to try to commercialize their operations, and the whole industry saw a “boom”. However, as a result of the greed and ignorance of most of the practitioners, the entire industry has been in disarray, and the optimization of the search engine has become a proxy for cheating。
Starting in the second half of 2005, as a result of improvements in search engine algorithms (for example, in florida and austin in google), the search engine optimization industry began with an unprecedented baptism in which the captors were ruthlessly eliminated from the competition and the entire industry was somewhat cleansed. But after almost two years of destruction, the whole industry has been scarred
The second half of 2005 to 2006 was relatively calm, and the industry as a whole received some rest and recuperation, thereby gradually restoring its existence, and the optimization of the search engine was increasingly recognized。
Between 2007 and 2008, the black hat seo had developed, and the whole industry was then in a state of chaos, but since the search engine algorithm was well developed, despite being troubled by the black hat seo, it had not been as tragic as in 2005。
Starting in 2009, the search engine optimization industry began to move slowly towards formalization and size, with the emergence of powerful service providers and more people beginning to recognize and treat seo correctly。
In 2013, with the continuous improvement and refinement of search engine technology, the methods or tools used in the past were less effective and were even classified as irregularities. As a result, seo has gradually returned to its essence, i. E., building on the user experience of the website and ultimately achieving the goal of making the search engine more friendly。
1. 6. 4 seo strengths and weaknesses
Seo can stand out of competition with key word advertising and must be attractive to a wide range of clients. As a major search engine marketing method, seo has the following unique advantages, in addition to those of the search engine marketing。
Lower cost. From one perspective, seo is a “free” way of marketing search engines. For an individual website, it is sufficient that the station chief has a certain technology to optimize the search engine. In the case of enterprises, the costs arise mainly from the cost of carrying out searches to optimize the remuneration of employees or hiring professional search engines to optimize companies。
Persistence. In general, the use of formal methods to optimize websites results in a more stable ranking. There will be no significant change unless there is a major change in the search engine algorithm or a subsequent rise in the number of powerful competitors。
Other organiser whether it is a potential customer or a rival, we do not have to pay any price for it。
Despite the advantages of optimising the search engine, it survives by relying on the search engine and thus has some insurmountable disadvantages, mainly as shown below。
Long construction time. It usually takes two to six months to optimize the website to achieve the target of keywords. For highly competitive keywords, it may take a year or even longer (the duration of the site's optimization depends mainly on the degree of competition of the selected keyword, the level of optimisation and some uncertainties such as the search engine)。
Uncertainty. The search engine optimizer is not the developer of the search engine, nor is it closely related to the search engine, so there is no guarantee to anyone that the designated ranking of a key word will be achieved within a given time frame。
Passiveness. Search engines will improve algorithms on a regular basis (even artificially, for their own benefit, on some websites or industries to force those users to post keyword ads), which requires that we adapt the websites in a timely manner to meet the new algorithms so that the benefits of the search engines can be enjoyed in the long term。
1. 6. 5 seo applications
1. Business website
By optimising, the enterprise website can significantly increase the opportunities to present products or services to targeted clients, thereby increasing the impact of the enterprise and increasing the visibility of the brand. For example, a mobile phone-producing enterprise can get more hits from users who may be competitors, potential customers or those who need the relevant information if the enterprise's website appears in the first few when searching for “cell phones”。
Electronic commerce-based websites
E-commerce-based websites can optimize their products by marketing their products to more potential consumers through search engines, thus saving significant advertising costs and increasing the volume of products。
3. Content website
Information content websites can be optimized to significantly increase their traffic, further encroaching on the markets of the powerful and eventually becoming industry leaders。
1. 6. 6 major tasks of seo
The main tasks of seo are classified as internal and external, as shown in figures 1-7. From the inside of the site, appropriate adjustments are made to the basic elements of the site (e. G., structure of the site, page structure, distribution of keywords, etc.); if the site's performance in the search engine meets our expectations, internal optimization will be largely completed; otherwise, we will have to re-engineer the site until the desired results are achieved。
Figure 1-7. Website optimization process
External optimization, which is mainly centred on strengthening external links, must follow the entire process of optimization, such as exchange of friendship links, log-in of catalogues, etc。
1. 6. 7 purpose of seo
The work of the seo should be user-centred and focused on improving user experience and website functionality, rather than on optimization。
Do you adjust the website to optimize it? Ask myself: if it wasn't for the search engine, would i do it? What benefits does this bring to users? Does this affect user experience
1. 6. 8 seo ethics
Good professional ethics among those engaged in the optimization of the search engine is one of the key factors determining the success or failure of the site. In optimising the site, it should be based on meeting the needs of the users and without any deceptive behaviour towards the search engine, so as to be able to enjoy its benefits over the long term。
