Zhaotong SEO training: Four-level analysis of new and old websites

I often see this question on Souwai Q&A, Zhihu, Baidu Knows and webmaster forums: How should I do SEO optimization after taking over a website? In response to this common problem, I have written relevant operating methods based on my own experience, hoping to help SEO practitioners do a good job in SEO optimization.

Zhaotong SEO training: Four-level analysis of new and old websites

Nowadays, many experienced SEO practitioners are working on their own projects. In addition, companies are paying less attention to this area, and most SEO practitioners have changed careers. As a result, the SEO optimization problems of corporate websites are becoming more and more serious. Novice SEO practitioners lack experience and don’t know where to start when they get a new website. We will give you a brief introduction from four levels: novices and veterans, new websites and old websites.

How to do SEO optimization when SEO practitioners take over a new website

1. What should a novice do when encountering a new website?

Because the company has not invested in this area, but seeing its peers building websites or promoting website building companies, it also wants to have a website. This leads many novices to optimize their websites. The advice given in this situation is: find the websites of your competitors in the first 1-3 pages of the search engine, record their website titles, keywords and descriptions, and then analyze and select the titles, keywords and descriptions of your own website. And integrate the keywords of this industry and write articles based on the keywords.

2. What should a newbie do when encountering an old website?

Many companies find professional individuals or companies to do the work in the early stages, and only need to do the relevant maintenance in the later stages. However, due to insufficient investment, novices are asked to optimize the website. The advice given for this type of situation is: Under normal circumstances, there is no problem with the website, the website's title, keywords and description are relatively complete, and the maintenance work is mainly based on the website's keywords, user search terms, and customer needs to update the content, and appropriately publish external links, exchange friendly links, and other methods to optimize.

For novices, early optimization is more difficult because they have not received systematic SEO training. Therefore, the main task is to analyze and determine the keywords of your website, and create content around the keywords. If you have the energy, you can publish external links appropriately. My personal suggestion is that it is best for this kind of friends to learn SEO optimization operations systematically.

3. What should an experienced person do when encountering a new website?

If you are an experienced SEO practitioner, what would you do when taking over a new website? Let me give you a brief introduction based on industry rules:

1. Keyword positioning analysis: This step mainly involves the selection and positioning of keywords. Keywords are generally industry terms, product terms, industry-related terms, user demand terms and user search terms. The principle to be followed is to ensure that the keywords are relevant to the website and have search volume, and avoid common and popular terms with high bidding and fierce competition. The selection channels are generally peer websites, question-and-answer websites, search engines and social platform related searches, etc. Of course, you can also purchase them. Finally, identify your main keywords and long-tail words.

2. Website architecture analysis: This operation requires a certain understanding of programming basics, knowing whether the website structure is reasonable, whether the tree directory structure is implemented, common website code problems, 301, 404, robots.txt, website maps, etc. Under normal circumstances, there are no problems with open source programs. However, if you use programs that are several years old or programs that have been developed secondary, there will be more problems.

3. Website directory and page analysis: This step mainly analyzes the website's homepage frame, column frame and page frame. It is mainly operated for user experience.

4. Website content and external links: Many people say that the website content should be original. In fact, the most important thing is that it must be related to the theme of the website and truly solve user problems. If there are a large number of pictures and videos that need to be described in text (search engines cannot recognize pictures and videos), you should also pay attention to the website access speed. For those who need to guide users, the layout must be good, and the relevant content must have guiding reading links. Of course, the website must not be without external links such as friendly links.

5. Communicate with search engines: New websites can be submitted to search engines, and the optimization effects can be viewed after a period of time. Generally, the optimization effect is determined based on the inclusion, ranking and traffic. Of course, the more important thing about optimization is the conversion goal.

6. Do a good job in website traffic analysis: mainly analyze the website's traffic sources, keyword sources, website entry pages, exit pages, visit time, visit depth, bounce rate and other issues.

4. What should an experienced person do when encountering an old website?

There is a certain difference between the situation when an experienced person encounters an old website and the situation when an experienced person encounters a new website. When you encounter an old website, the first thing you should do is to do steps 5 and 6 to understand the website’s current inclusion, ranking, traffic, conversion and other details, and analyze the website traffic. Then analyze the website's keywords, website structure, website pages, website and external link issues.

If you are a novice, you may be confused about the SEO optimization of the website. It is a better choice to participate in training first. If you are an experienced person, I believe every friend has his or her own preference. However, I believe everyone will be involved in the 6 basic steps mentioned above. Finally, I would like to remind friends who are doing SEO optimization that SEO is a long-term process. No one can guarantee that the ranking will not fluctuate and will always be on the homepage. Paying more attention to official information can better optimize your own website.