SEO: Large-scale website SEO deployment and optimization

It has been almost half a year since I took over the industry website. The website is now showing some improvement. In the past six months, I have gone from being confused at the beginning to having a sense of direction now. I can say that I have learned a lot in this period of time. Since many of my friends, including myself, have worked on competitor websites and official websites before, I am still a little confused about how to build industry websites. So how should large websites be deployed and optimized? Let’s take a look with Dongguan SEO editor below! (I will write a few articles about my experience in running an industry website later. I hope you will continue to pay attention.)

Dongguan SEO: Large-scale website SEO deployment and optimization

Compared with small websites, large websites involve more knowledge due to their larger volume. After getting a website, the first thing to do is to plan a plan to optimize the website from what angle to increase the website's traffic and ranking.

1. Keyword Strategy Keyword analysis is a skill that all SEOers must master first. For large websites, their main features are 1. There are massive amounts of data, 2. There are massive amounts of pages. How to conduct necessary keyword analysis on each of those massive pages and each topic page is the first problem to be solved. In addition to SEOers, website planners, website editors, and website programmers also need to have certain keyword analysis capabilities.

What content needs to be analyzed for keyword analysis of the page:

1. Investigate users’ search habits: Understand users’ search needs, understand users’ search habits, understand the search engines they use, what keywords they type, etc.

2. Avoid overly broad keywords: Overly broad keywords not only have fierce competition, but users who search for such words often have unclear purposes. The traffic brought by such words is also poorly targeted, and the possibility of converting into orders is also small, and it may also reduce the relevance of the keywords. Regarding how to choose keywords, my opinion is to choose relatively specific and targeted keywords.

3. Avoid overly obscure keywords: Keywords that users rarely type, such as keywords that are too long or too special, should be abandoned as soon as possible. Keywords that will not bring much traffic even if they rank first should be targeted. When determining keywords, aim for more popular keywords in the industry, while also taking into account the coverage of the keywords. Focus on keywords that can bring you huge traffic.

4. Choose the most searched keywords with the least competition: The most efficient keywords are those with few competing web pages and are searched by a large number of users.

5. Think about keywords from the user's perspective: Generally speaking, website operators and designers are too familiar with their industry and their products. When choosing keywords, they tend to take it for granted that certain keywords are what users will search for. But in fact, customers and merchants may not think in the same way. For example, ordinary customers may not be familiar with some technical terms and will not use them to search. Popular keywords are more in line with users' search habits. But for merchants, they may think that technical terms and special terms are more important. In fact, the customer is the real God.

6. Use of long-tail keywords: The advantage of large websites is that they have a large amount of data and resources. If these data and resources can be used well, it will bring considerable benefits. For large websites, they should not deliberately pursue the ranking of a certain keyword, but should pursue the overall effect and improve the ranking of many long-tail keywords on the internal pages.

7. Keywords should be highly relevant to the page content: this is beneficial for both optimization and users. There is both traffic and orders.

The steps to determine the keywords of a page are:
1. Determine the main keywords: that is, the core keywords. The first thing we should consider is which one or two words can most accurately describe the content of the current web page, which word is searched the most by users, and which word has the highest performance.

2. Extension of the main keywords: for example, aliases of core keywords, phrases second only to core keywords, auxiliary keywords of core keywords, etc.

3. Design keywords by simulating user thinking: Imagine yourself as a user and imagine what keywords you would search for.

4. Research competitors’ keywords: Analyze the web pages of competitors who have an advantage in ranking and find out what keywords they use.

Dongguan SEO: Large-scale website SEO deployment and optimization

2. Website content strategy "Content is king, links are queen", from this sentence we can see how important content is to the website.

1. Write original articles by yourself: The content of original articles mainly includes your own views on products, services, industries or events. Original articles are the most popular with search engines, but writing original articles yourself consumes time and energy.

2. Use other people’s content: Try to reprint content that has not been widely reprinted, and use pseudo-original content to make necessary modifications and additions to the article.

3. Encourage users to contribute content: Continuously improve the interactive functions of the website and allow users to participate in the construction of information content on the website. Open a user submission interface for the website to allow users to submit their created content to the website editors. The biggest feature of a WEB2.0 concept website is that the content of the website is created by users.

4. Use excerpts from books

Dongguan SEO: Large-scale website SEO deployment and optimization 3. Link architecture strategy

1. URL Optimization

a. Descriptive: The entire URL includes the domain name, directory name, and file name. Whenever possible, use descriptive words, especially the directory name and file name. By letting users see the URL, they can roughly understand what the webpage is about.

b. Keywords in the URL: Whenever possible, some keywords can be included in the directory name and file name.

c. The URL should not be too long: Although you can consider putting keywords in the URL, it is best not to make the directory name or file name very long just to put keywords in it.

d. Use hyphens: It is best to use hyphens - between the words in the directory name and file name in the URL. Do not use underscores _ or other allowed but strange characters. Hyphens are treated as spaces.

e. English words and pinyin: For English websites, of course, descriptive keywords in the URL are easier to write. For Chinese websites, you can consider using pinyin. However, for longer words, it is not easy to read them using pinyin. In this case, it is recommended to use English words. In addition, some people put Chinese characters in the directory name and file name, or sometimes there are spaces. When such URLs appear in the browser address bar, they will become some encoded characters. Although search engines can recognize it, it looks ugly and is not recommended.

f. URL staticization: This is almost a must. Do not include "?" in the URL and do not use the URL to pass parameters.

g. Second-level domain names and directories: Second-level domain names are very popular on Chinese websites, and there are now a lot of spam content on second-level domain names in Google, and Google has no good solution for this. However, it is recommended to use the directory. Unless there is a special need, it is best not to use the second-level domain name.

h. Case: It is best to use all lowercase letters in the URL. Unix/Linux servers handle uppercase and lowercase letters differently, which means that Index.html and index.html are treated as two different files. If the homepage of a directory is Index.html, an error will occur when accessing the directory. Mixing uppercase and lowercase letters often causes confusion in other contexts.

Dongguan SEO: Large website SEO deployment and optimization 4. Keyword layout strategy, page reverse optimization.

Keyword layout should follow the following two principles: 1. Maximize benefits, 2. Optimize position.
What is reverse optimization? In large websites, the optimization value of pages is generally different from that of small and medium-sized websites. Taking into account various comprehensive factors (such as brand, page content, user experience, etc.), the page optimization value of large websites mostly presents a reverse order, namely: final page>special page>column page>channel page>home page.

Different keyword allocation strategies should be formulated for different pages. The usual allocation is as follows:
1. Final page: Target long-tail keywords, such as "hotels near Lanzhou Jiaotong University"

2. Special page: Targeting popular keywords, such as "Lanzhou 7 Days Inn"

3. Column page: targeting fixed keywords, such as "Lanzhou hotel chain"

4. Channel page: Target core keywords, such as "hotel reservation"

5. Home page: No keywords are assigned, but the brand is the main focus for brand optimization.

After keyword allocation, matching internal links can be added to the final page as an aid, which is the advantage of internal links on large websites.

Dongguan SEO: Large-scale website SEO deployment and optimization

5. Front-end search engine friendly
1. The UI design should be search engine friendly: the main thing is to ensure clear navigation and the use of Flash and pictures. Generally speaking, the navigation and parts with keywords are not suitable for the use of Flash and pictures, because most search engines cannot crawl the text in flash and pictures.

2. Search engine friendliness of front-end code: including the following points

a. Simplicity of code: Search engines prefer concise HTML code, which is more conducive to analysis.

b. Important information at the front: This means that information with keywords and frequently updated information should be placed at the front of the HTML as much as possible.

c. Filter out interfering information: The pages of large websites are generally more complex, with a lot of advertisements, cooperation, exchange content and other irrelevant information. You should choose to use js, iframe and other codes that search engines cannot recognize to filter out this part of information.

d. Code SEO: This is the basic SEO work, avoiding HTML errors and incorrect use of HTML tags such as (abuse of H1 tags).

3. Web page structure: The website column structure is clear and the website classification information is reasonable.

Dongguan SEO: Large-scale website SEO deployment and optimization VI. Internal link strategy:
Why should we emphasize internal linking strategy? Because internal links have the following advantages:

1. The massive amount of data on large websites makes the advantages of internal links far greater than external links: the number of external links may be thousands, tens of thousands, or even hundreds of thousands, but how many of them are truly valuable? However, large websites have millions, thousands, or even hundreds of millions of web pages. If these massive web pages are used to build internal links, the advantages are obvious.

2. It is very easy to export links between web pages within a website.

3. Improve the efficiency of search engine crawling and indexing of websites and increase the inclusion. Only with inclusion can there be ranking. It is also conducive to the delivery of PR. By returning the links, the weight of the homepage is promoted and the weight of the website is further improved.

4. Highlight the theme so that the keywords of the theme have a ranking advantage in search engines.

5. Use long-tail keywords: The anchor text of the internal link is the best way to use long-tail keywords. Use internal links to push up the ranking of long-tail keywords. Increase the breadth of link text through long-tail links and improve the website's keyword combination ranking.

When building internal links, the following principles should be followed:
1. Control the number of links within the article: The number of links interspersed within the article can be controlled according to the amount of content (usually around 3-8). There should not be too many internal links on a page.

2. The relevance of the linked objects should be high.

3. Pay more attention to important web pages: Make important and keyword-valuable web pages get better rankings.

4. Use absolute paths: I personally think that the links in the article need to use absolute paths, mainly because when the article is reprinted by others, it is likely that external links will be automatically added to you.

Dongguan SEO: Large website SEO deployment and optimization VII. External link strategy:
While emphasizing the construction of internal links for large websites, we should not neglect the construction of external links. Although the construction of external links is not as important as that of small and medium-sized websites, it also has high value. We can usually build external links by exchanging links, creating link bait, and posting soft articles with links.

1. What principles should be followed when exchanging links?

a. The link text contains keywords

b. Try to exchange links with highly relevant sites and channels

c. The number of outbound links from the other party's website cannot be too many, otherwise it will not be of much value

d. Avoid exchanging links with websites that are not indexed or penalized by search engines

2. Create link bait: link bait (link baiting). This doesn't sound like a nice word, but it's actually a completely reasonable approach. Creating link bait is a labor-saving task, which makes the other party's website actively add links to us. There are many techniques for creating link bait:

a. Do some research and publish meaningful research reports

b. Creative ideas

c. Do something subversive or controversial

d. Do some research and make a list of any references or application tools that are useful in your industry.

3. Place soft articles with links. It refers to the placement of soft articles with links for business promotion or specifically for obtaining external links. When soft articles are reprinted, they can get a lot of external links to improve the website ranking and get more clicks. So how do you write soft articles that are easy to be reprinted?

a. Create a headline to attract traffic

b. The content should be helpful to the viewer and have practical significance

c. Originality should be at least pseudo-originality, don’t plagiarize others

d. The website address should be in the middle, not at the beginning or end

e. It doesn’t matter if no one reposts it, you should repost it yourself

Dongguan SEO: Large-scale website SEO deployment and optimization

8. Sitemap Strategy:
There are many large websites that do not pay attention to the construction of site maps, and many large websites' site maps are just perfunctory and used as a decoration. In fact, site maps are still very important for large websites. The massive amount of data, complex website navigation structure, and extremely fast update frequency of large websites make it impossible for search engines to fully crawl all web pages. This is an important reason why some large websites have millions, tens of millions, or even hundreds of millions of data, but search engines only index half, one-third, or even less of the website data. How can we rank if we can’t even guarantee inclusion?

HTML Map:
1. Create a good navigation structure for search engines.

2. HTML maps can be divided into horizontal and vertical navigation. Horizontal navigation mainly includes links to channels, columns, special topics, etc., while vertical navigation mainly focuses on keywords.

3. Every page has a link to the site map.

XML sitemap:

It mainly targets search engines such as Google, Yahoo, and Bing. Since large websites have a large amount of data, a single sitemap will cause the sitemap.xml file to be too large, exceeding the tolerance of search engines. So we need to split sitemap.xml into several small sitemaps.

Dongguan SEO: Large-scale website SEO deployment and optimization 9. Search engine friendly writing strategy:
SEO friendly writing is a crucial part of creating great content to achieve good search engine rankings. It is impossible for SEO personnel to provide SEO suggestions or plans for every web page, so training for writers is particularly important. If all writers write according to the principles of search engine friendliness, the effect will be terrible.

1. Writers need to be trained repeatedly: Writers are not SEOers and have no experience, so it is impossible for them to master SEO writing skills in one go. Therefore, repeated training of writers is necessary to achieve the desired effect.

2. Think about what users will search for before creating, and write based on users' search needs.

3. Pay attention to title and meta writing: For example, although the weight of Meta in search engines is already very low, bad meta writing such as stacking keywords, keywords irrelevant to content, etc. will have a negative effect. The Title has a higher weight, so try to incorporate keywords into the Title.

4. Integration of content and keywords: Keywords should be appropriately integrated into the content, appearing in appropriate positions and maintaining an appropriate keyword density.

5. It is important to add links for keywords: Adding links for related keywords, or adding links for keywords of other web pages that appear on this web page, can make good use of the advantages of internal links.

6. Use semantic tags for keywords: such as H1, H2, Strong, etc.

Dongguan SEO: Large-scale website SEO deployment and optimization 10. Log analysis and data mining:
Log analysis and data mining are often overlooked by us. In fact, no matter it is a large website or a small or medium-sized website, it is a very meaningful job. It’s just that the log analysis and data mining of large websites is more difficult because the amount of data is so large, so we need to have enough patience to do this work.

1. Website log analysis: There are many types of website log analysis, such as access source, browser, client screen size, entrance, bounce rate, PV, etc. There are three main types of SEO work that are most relevant:

a. Search engine traffic import
b. Search engine keyword analysis
c. Statistical analysis of user search behavior

2. Hot spot data mining: We can mine hot spot data through our own website log analysis, some external tools and SEO’s own ability to grasp hot spots. Hot spot data mining mainly includes the following methods:

a. Grasp the hot spots of the industry, which can be done by editors and SEOers together
b. Predict potential hot spots, which requires high sensitivity to information and the ability to predict potential popular information.
c. Create hot spots yourself, such as hype, etc.
d. Create special topics for hot topics

Dongguan SEO: Large-scale website SEO deployment and optimization XI. Create topics for keywords:
In addition to the final page, various topics created for popular keywords should be the second largest source of search engine traffic for the website. After we mine the hot data, we can create special topics for these popular keywords. Generally, programs are used to filter and aggregate information related to corresponding keywords, so that the content is highly matched with the keywords, providing the required content for both users and search engines. It is difficult to ensure the search engine ranking of a topic by simply creating a topic without any auxiliary means. We can achieve this effect by obtaining links through internal links in articles, channel page recommendations, or topic recommendations on the final page.