SEO optimization plan for large and medium-sized websites

Large website optimization is mainly aimed at two users: search engines and search users. Search engines: mainly on-site, large websites, with a weight basis, are more focused on on-site optimization, mainly involving three aspects:

1. The inclusion rate and trend of each column;

2. The connectivity rate of each link within the site, such as how many other web pages refer a certain page, how many column pages there are, how many content pages there are, analyze the connectivity rate and inclusion rate; 3. Analyze the relationship between crawler access paths and inclusion User side:

1. I put keyword analysis on the user side, analyze keywords with high and low conversion rates, classify keywords to find commonalities, and analyze why the conversion rates are high or low, as a keyword optimization strategy for Houxi; 2. Analyze user access paths, which pages have high bounce rates or final transactions, analyze why users bounce, find out whether it is a content problem or a product problem, and then optimize;

Night's Viewpoint:
From an operational perspective:

1. Know the website’s products (service is also a kind of product) and the more you know, the better.

2. Know the website users and their habits (search engines are also a type of user).

3. Know how many resources you have (people, content, design, technology).

4. Develop optimizations based on user habits and resources, fill the website plan and execute it.

From a technical perspective:

1. Digitize everything that affects SEO.

2. Develop and execute plans based on data

p.s. Things that affect SEO are definitely not determined by the number of external links or the number of original articles. As for how many factors affect SEO, it depends on each person's thinking ability and the situation of each website.

Liu Huanbin's opinion:

The SEO system of large websites relies heavily on data mining and analysis, and 99% of the work is done on-site optimization. How to effectively analyze deeply mined data and distribute it to the execution process.

By analyzing the keyword data of search engines, we can effectively plan the website architecture and content construction direction.

By analyzing keyword data from on-site searches, we can quickly launch content that meets user needs.

Create an effective target keyword database to periodically test keyword ranking performance and the gap with competitors.

The work of data mining and analysis is ongoing, and the distribution of SEO tasks basically comes from this team.

The next step is the product launch process, which includes the release of a column, special topic or a page. The aspects involved are as follows: 1. Title writing standards.

2. Review the text of the main body, based on SEO corrections and internal link setting specifications.

3. After publishing, the page’s relationship with other pages.

To set up this process, you should find an SEO with practical experience to plan it, break down the work at each stage, and then issue an implementation specification for people to execute efficiently.

The handling of abnormal situations is also very important.

Most websites will face sudden abnormal problems such as website revision, downtime, abnormal inclusion, abnormal traffic, and accidental punishment. Decisions made at critical moments are often very important, and the processing methods must be quick to minimize the losses.

At a low level, external exchanges and cooperation can more or less promote the construction of external links. External cooperation and communication can keep you updated with the latest external information, such as information updates and strategy changes, so that the team can keep learning.

In addition, it is necessary to establish a communication mechanism with search engine manufacturers, especially for large websites.

ZERO experience sharing (SEO who has operated more than ten websites with daily UV exceeding 10,000, including Ganji, Zhihu, etc.) Large websites mostly use Google Analytics, but with more traffic, the sampling rate is often less than 0.1% when the time span of analysis is extended. This data is really terrible... The overall trend is sometimes not accurate, not to mention segmentation and screening, it is always horrible.

Sometimes when you see that the traffic has changed, it is not a problem with yourself or Baidu, but a statistical error. From the logs, separate the crawlers and SEO visitors and build a simple platform for analyzing the data. As for the system, first ensure that you can see the date trend. I admit that the main motivation for my development is that the crappy reporting system can only view the current day's data at a snail's pace. If you want to see the changes in a month, you have to import the data about 30 times, which probably takes half an hour, even though GA takes half a minute.

In addition, regular filtering of URLs is also necessary. I personally think this is the biggest difference between statistical tools like GA and common statistical toys in China.

If the traffic can be segmented accurately, then the SEO effect can be measured to a certain extent, and it will not be based on feeling. Other auxiliary items can be delayed relatively.

Auxiliary items include crawling breakdown of various types of pages, page loading speed breakdown, inclusion rate breakdown, overall ranking breakdown, etc. If you want to control the flow more accurately, there is still a lot you can do.

Guoping said: SEO traffic = inclusion * ranking * click-through rate is actually not practical. For many types of websites, the seasonal differences in the search volume of related keywords are obvious, which is often the biggest factor affecting SEO traffic. Therefore, it is best to monitor the search volume and put it into the above formula. For example, the traffic brought by including 100 list pages and including 100 internal pages is completely different, so the above formula can only be calculated separately according to page type after the pages are segmented. I typed a lot of words all at once, but some of them were easy to do. It is easier said than done. In fact, it needs to be implemented by code segment by segment. So far, only a small part has been coded... What is the use of data statistics? For example, when comparing two columns, the one with a higher inclusion rate must have its reasons. As long as you can analyze it (depending on the depth of understanding of search engine principles, etc.), you can improve the poor one.

As long as the data is complete, there are things that can be changed just by looking at some data. But the road to data improvement is rather difficult... In order to calculate the inclusion rate, I once ran shell scripts on several servers to crawl the data, manually copied the index volume in the Baidu webmaster platform, and finally filled the Excel table with numbers on the screen.

Although I found some valuable questions, this kind of entanglement still makes people crazy... Tian Fenglin shares his experience:

Regardless of the size of the website, the SEO methods are the same. It's nothing more than that large websites have more controllable resources, but when executing, they can also be split. The various channels of large websites can be split up, and each channel is a medium or small website. Internal links should be a link that needs to be focused on. Tags, keywords, URLs, content quality and the like are also relatively basic, so I won't go into details here.

The things are the same things, and the methods are also the same common methods. It's just that the scale is bigger and the team is bigger, so the division of labor is more detailed. The main requirements are management ability, teamwork and project management ability. Therefore, establishing an SEO system mainly does these things.

Below I will share some of my previous experiences in managing an SEO team, I hope it can be of some reference to you. (Someone asked me this before on Zhihu, so I’m pasting it here, hoping it can be of some reference value to you.) The methods of managing people are actually applicable to general team management experience, such as:

1. Quantifiable and measurable KPI indicators (for example, according to the company's annual plan, this year we expect to achieve 1 million natural traffic through search. Then you have to divide the cake according to this big, seemingly difficult to achieve goal. Divide the cake among each SEO engineer in charge and implement it on specific channels. Discuss with them the traffic indicators that should be achieved for each Q).

2. Effective and practical incentives; (once the goals are basically achieved, monthly/quarterly/annual bonuses must be negotiated with employees, including salary increase plans).

3. Care about employees’ lives. (Solve employees’ psychological problems, girlfriend issues, parents’ health problems, etc., sometimes all you need is a greeting).

4. Respect individuality. (Each engineer may have a different approach, so give them more opportunities to try).

5. Team growth plan. (This depends on the personal situation of the department leader. Although I have been doing SEO since 2003-2004, I was very excited at the beginning, but later I felt that there was not much future in this field. At best, it was just a small branch under website promotion, search engine promotion and free promotion under website operation. So I later switched to the product line, trying to make the website friendly to search engines from birth, so that SEOers would not need to change anything in the later stage. So later, if the company also arranged to manage the SEO team, I would make a long-term career plan for the employees. According to each person’s situation, I would recommend them to do product line or operation line work, or finally do something comprehensive, not only SEO, SEM, social media marketing, email marketing, etc. I would let them try, as long as they can achieve the goal).

The above seems to be applicable to the management of any team. If we talk about the unique management method of the SEO team, it must be managed individually according to the specific personnel organizational structure of the team.

Because SEO is not a particularly standardized job, and the degree of importance each company attaches to it, including the differences in the way leaders do things, the staffing structure varies greatly, and it is also related to personal ideas. Let me talk about the personnel structure and division of labor that I personally liked to have in the past:

Director - Generally, there can be one director (the one who takes on the big responsibilities, formulates strategies and divides the work); Manager (Engineer) - Under him can be several manager-level SEO personnel (responsible for dividing the work into parts, following up on product revisions, improving the internal structure of the page, internal link structure, keyword layout, URL strategy, etc., editors who are responsible for their respective channels, page makers, basic knowledge training for designers, etc.). These people are undoubtedly the core of your team; Link team - This can be a unified large team that supports all engineers, or it can be a team that can equip engineers with different numbers of Link personnel based on the channels they are responsible for and the amount of traffic they carry. (Mainly responsible for the construction of external links) I once worked in a company. At the craziest time, the link team had 60 people.

Data Analyst - basically one is enough for this position, who is responsible for data statistics and analysis, and will promptly issue alerts when problems with the data are discovered, and will also often produce data reports and the like.

Assistant - This assistant is mainly responsible for helping the department with some auxiliary work, such as arranging meetings, compiling weekly reports, monthly reports, quarterly reports, and annual reports. In short, he allows other people who are responsible for KPIs to focus on some data work, and he has to do the physical work.

I feel like laughing after writing so much. In fact, if you look at companies that have SEO teams, you will find it very funny. Some SEO teams are placed under the technical department, and some are placed under the operations department. These two are still okay. The funniest thing I have heard of is that they are placed under the BD department or the marketing department.

Therefore, the above division depends on your own strength. I think the most basic configuration is the above structure. The specific number of people is determined by the size of the project and the amount of work to be done. If you have a lot of connections, you can even assign technical personnel to your department to be responsible for the development of traffic-based products (also for search), and specifically assign BD to be responsible for batch link cooperation. In fact, all of this is reasonable.

Compared with other promotion methods, the overall cost of this is relatively low. If you can prove within a period of time that your ideas and methods can achieve the goals within the budget, you can apply to the company for any additional resources, including changes in the department's organization and structure. You can also become a role such as vice president of search engine marketing. It's just a title, so that your team members can also grow with you.

Twelve steps to SEO for large websites:

The first step is to set goals. Double, triple, or even triple your website traffic.

The second step is to break down the goals: for example, how much traffic will increase each quarter.

The third step is data analysis. For example, if the traffic needs to be increased by 1 million, where does this 1 million traffic come from and which pages of the website does it come from: content list, separate page, special page, question and answer page, etc.

The fourth step is to do a good job of the public elements of website SEO. Common elements refer to the specifications that all pages should follow: head, body, footer, etc. should follow the general specifications.

Step five: prioritize things that will produce short-term results. For example, some words or pages are currently ranked on the second, third or fourth page, so we should prioritize these keywords, so that our traffic will also increase.

The sixth step is to establish a traffic structure data pool and split the entire website traffic. Brand words such as searches about slogans, content IP, and leader words. Non-brand words are divided into: underlying traffic of the website or page.

The seventh step is to do the most basic technical optimization of the website. For example, data interaction at the website display layer maintains the life cycle of the content we produce. Sometimes large websites will fall into a vicious circle when doing this step, either the products are not unified or the technology cannot be done, so it is recommended to make some adjustments and adaptations according to your own situation at this step.

Step 8. Make some standard stuff. For example, adaptation of PC and mobile terminals, data verification, page optimization and other tasks are required to maintain the vitality of the overall web page.

The ninth step is to query data reports in real time, which must be multi-dimensional. For example, an e-commerce website has 100,000 detail pages. After querying, it is found that only 60,000 are actually included. The remaining 40,000 are half indexed by PC and half by mobile. Through data reports, you can find out which ones need short-term adjustments and which ones need long-term adjustments.

The tenth step is to use all the search engine algorithms (including the latest and historical ones) to make optimization adjustments. Some search engine algorithms are targeted at content, some are targeted at links, and some are targeted at user experience. Common algorithms include the Penguin Algorithm, Ice Bucket Recognition Algorithm, Green Radish Algorithm, Skynet Blue Sky Hurricane Algorithm, etc.

The eleventh step is to focus on one aspect based on the development direction of the website’s business. For example, the website may need to focus on the selection of some keywords during the off-season and peak season.

Step 12: Do some screening or blocking in time. A particularly important point about large websites is that they will constantly generate new content and constantly eliminate old content. For such data, we need to do some screening or blocking in a timely manner.