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企业网站快速排名优化推广的10个知识点

发布时间:2022-04-06 18:26:00
浏览:268 作者:admin

1、对搜索引擎不了解


很多企业SEO人员在做网站优化的时候,总是达不到理想的效果,这是因为SEO人员对搜索引擎不够了解。因为搜索引擎在不断的变化,就会导致SEO优化也在不断的变化着,因此想要做好SEO,必须要随着搜索引擎的变化而变化,这样才能达到理想的效果。


2、关键词选择的不正确


很多企业在选择关键词的时候,并没有按照企业的核心来选择,而是随意的选择,这也是导致SEO没有效果的原因。因此,企业在选择关键词的时候,一定要根据企业的核心来选择,选择一些有指数有相关性的关键词,优化这样的关键词,才能给网站带来流量。


3、网站结构混乱


网站结构混乱也会导致SEO无法达到理想效果,这是因为结构混乱的网站不仅影响的用户浏览,同时也无法让蜘蛛爬虫抓取的网站的各个页面,因此就会导致网站收录量减少,进而导致网站排名变差。


4、外链质量差


做网站SEO优化的人都知道,外链对于提升网站权重和排名有着非常重要的作用,但需要注意,能起到作用的是高质量外链,如果是一些低质量外链,对于网站SEO并没有太大的帮助。


5、不对网站数据进行分析


在做网站优化排名的时候,网站的各项数据对于SEO有着很重要的作用,这是因为从网站数据中,能够了解到网站的实际运营情况,然后根据数据来调整SEO策略,这样才能获得更好的效果。但是,很多企业在做网站SEO的时候,并不会关注网站数据,这样就会导致SEO无法达到理想的效果了。


一、影响搜索排序的因素

在百度搜索排序规则中,实际上已经讨论过这个话题,其中核心的因素主要包括如下内容:


① 网站主体与主题的权威度。


② 页面内容的专业性以及多样化。


③ 网站基本配置需求,比如:页面的速度,网站ICP备案等。


而其中,并没有过多地谈论SEO技术排名的相关性,比如:


① 页面的搜索点击。


② 页面内容增量的频率,与垂直度。


③ 页面的外部链接。


通常在这三个影响因素中,我们都非常清楚,页面的搜索点击,占有的权重非常高。


当然即使惊雷算法3.0推出,仍然占有较高的比重,但这个搜索点击,就并非是彼点击了,而是来自于用户搜索结果的自然点击。


二、相关解决方案的途径

① 内容页面质量


搜索引擎永远都是喜欢高质量内容的,内容为王这是一个毋庸置疑的事情,基于特定的搜索需求关键词去撰写相关性的主题内容,是可以得到较高的搜索排名。


就如同“惊雷算法3.0”这个热词刚出现的时候,我们就在CSDN发布了一个相关性的内容,从目前来看,在SERP中仍然得到较高的排名,根据地区不同地区的差异化结果展现,目前这个词的排名,仍然在TOP5之内,部分地区的展现是第一。


所以这里面就产生一个小问题:高质量内容在搜索结果中,展现的媒介同样很重要,从目前来讲百度的搜索结果:


1)百家号(企业百家号),百度小程序,百度爱采购,百度创新家等相关产品,都是可以首选的媒介。


2)行业垂直类网站,比如:CSDN,OSCHINA,站长之家,A5等等。(IT科技类)


3)企业站,品牌站,优质解决方案服务商的网站,接下来就是领域KOL的站。


如果你在操作网站,可以参考上述相关性的媒介拓展自己的内容展现与流量的获取,如果你是独立的个人网站,我们给的建议就是:保持持续稳定高价值的内容输出,建立个人品牌。


② 页面结构设计


如果你在SEO行业,工作很长时间,我们总是能看到一些通过“技术排名”的高权重网站,页面结构对于这种类型的网站可能没有任何价值。


但我们都清楚,SEO工作基于企业站运营的策略,我们是需要一个长周期的推进,并是短期页面的“繁荣”它可能是一段时间之后的昙花一现。


但同样我们也发现这样一个有趣的现象,那就是差异化的网站结构设计,特别是前端页面的展现,在某种程度上,真的是非常有利于搜索引擎收录。


特别是新网站的建立,经常会遇到SEO运营抱怨,百度不收录,反过来你可能需要思考一个问题,搜索引擎为什么要收录你。


但这我们并不是想要网站推广员在页面设计的时候,进行标新立异,采用非常个性化的网站框架。


根据不同网站框架的设置,我们认为当你在建立新网站的时候,还是需要保持一个大众流行的基础性结构,这样有利于百度蜘蛛爬行,前端页面的视觉效果,可以适当寻求差异化,因为搜索引擎在不断强化解读CSS,JS的能力。


③ 页面内容增量


说实话基于页面增量而言,我认为这是对于站长而言,相对容易操作的一个策略,在某种程度上,你只要保持较高的优质内容输出频率,搜索引擎总是会给予较高的对待,它包括:抓取频率,索引量,权重的提升等等。


但这里面我们不要忽略一个实际性问题:


页面增量的内容是什么?


基于SEO数据分析,并不是任何一个高频率输出的页面内容增量,都会受到礼遇。


前提是你的页面在解决一个问题,满足一个搜索需求,直白一点,这个页面的核心关键词,可能需要具备一定搜索量。


④ 外部链接拓展


对于外部链接拓展而言,相信很多SEO快排做得很溜的从业者,已经很长时间没有做外链,这就是在这几年,SEO市场中,总是有人讲:外链的价值越来越低,而相关性的作用几乎没有。


实际上,从某种角度来讲,我们并不是这样认为:特别是当我们面临“无点击”排名的时候,能快速得到较高信任度度的一个相对有效方法,仍然是基于外链驱动的。


因此,你可能需要善于学会:发现稀缺的SEO资源,特别是高质量外链。


⑤ 站内用户行为


这是我们目前在后期可能会花费大量时间去研究与测试的一个方向它并不局限于百度搜索,有的时候我们总是会产生一定的惯性思维


1)站内的用户行为访问与点击,是否可能会搜索排名产生一定影响。


2)网站内部的相关性链接,是否可以脱离外部资源,而影响网站排名。


3)站内结构的布局,通常如何可以做到百度快速收录。


4)页面的停留时间与用户的跳出率的数据指标,是会如何影响站点排名。


5)站内页面分享的频次,特别是基于新媒体平台传播的能力。


三、网站优化善于分析SEO不盲目

如果你接触过大量的SEO项目你都会发现一个特性,那就是刚开始网站搭建完毕之后,根本没有经过深入的分析,


花费大量的SEO资源与时间周期,大部分的关键词排名都进入到首页,可实际转化没有任何效果,其中主要的表现为:


① 关键词选择不够精准


② 关键词实际转化能力不高


③ 关键词的流量不断的下降


因此,当我们在选择关键词的时候,一定需要深度的分析之后在做决定。


四、竞争对手词库覆盖

对于搜索排名而言,我们都非常清楚,它是一个此消彼长的过程,有的人网站排名下降,那么势必有的人网站排名在不断的上升。


这就需要我们整站优化的过程中,要充分的考量竞争对手的变化,比如:


① 你的内容是否完全匹配到对方的词库。


② 对方有哪些关键词排名相对比较弱。


这样我们可以更好地去布局特定的关键词,合理地分配资源,从而试图获得更多的潜在搜索点击。


五、页面内容质量度

通常来讲在做网站运营的过程中,内容来源,主要分为三个方面:


① 数据采集


② 伪原创


③ 内容原创


通常页面内容是任何搜索排名的根基,特别是新网站,我们在做SEO排名的过程中,最开始提交的数据都是质量相对比较低的,甚至大部分采集而来,对于自己的产品展现没有任何的特点。


六、搜索结果稳定性

我们知道在创建页面内容的时候,一直都是围绕解决用户的搜索需求,可什么样的页面是搜索引擎友好的呢?对于刚入行业的SEOer可能并不是特别了解。


其实有的时候特别简单,你只需要关注一下,长期排名在搜索结果页中的页面数据特征就可以,比如:


① 什么的页面排名在搜索结果的前列。


② 这些页面的数据特征有哪些,比如:H标签的设置,图文的匹配,是否为短视频与音频等。


③ 页面中内链的布局,相关性推荐的模块是否存在等。


④ 页面内容本身的组织结构。


七、持续性用户访问

你是否经常遇到这样的情况,明明在检索一个关键词的时候它排名在首页,而百度指数的搜索量也是相对比较高的,可是页面的点击率就是低。


这其中有很多的影响因素,但我们认为一个最为重要的策略可能就是TDK标题撰写的内容策略问题。


对于SEO从业者而言,在2021年来讲,我们都知道前几天百度刚刚推出惊雷算法3.0,这可能是百度新年开篇送搜索行业一个最好的礼物。


我们都清楚,搜索点击这种优化策略,一直以来在某种程度上,严重影响日常用户的自然排名结果,对于每个网站日常运营都会产生一定影响。


而本次算法调整,也是基于搜索用户体验的原则,推动搜索行业,持续的健康发展,而广受站长的好评。


① 日常网站SEO排名,都是采取刷点击的策略。


② 没有掌握一定的SEO基础知识,很少了解搜索引擎的工作原理。


③ 追求时效性,而不深刻了解搜索的本质。


这也是为什么,这么多年,但凡一个互联网从业者都可以对SEO排名,夸夸而谈的原因,也是广泛认为网站优化如此简单的缘由之一。


通常我们面临这个问题的时候:你可能会发现一个问题,自己的SEO工作,貌似十年如一日的机械性的重复一个简单的工作。


而没有对SEO理论进一步地去深挖,即使我们经历很多项目,可能实际上与真正的SEO技术,都没有碰触到边界。


八、网站结构

做白帽离不开对网站结构的调整,而我们要做企业网站快速优化排名就需要思考,如何布局网站可以快速出排名:


①布局


给一个企业网站布局,首先我们要考虑企业有什么资源做SEO,有什么要求,如果按照常规来说,大部分企业网站都不会有太多内容可以更新,同时要求有排名的关键词数量比较少,都是行业词,所以我们选择了金字塔式布局,主要做首页排名。


②内链


网站结构的另一个组成部分是内链,尤其是企业网站,内容较少,更需要利用内链做权重传递,我们建议,将5-10篇内容做成文本链接,形成一个闭环,再在其中一篇文章做内链指向首页优化关键词,通常首页都不止优化一个关键词,所以我们要记录链轮指向首页关键词的频率,避免优化过度。


九、发布内容

既然企业网站内容偏少,我们做企业网站快速优化排名就需要思考发布内容的质量问题:


①质量


企业网站文章质量我们建议尽量原创,当然一些以数据形式展现的内容,很难原创,为了原创而原创的内容并不一定优质,比如在数据形式内容中添加一些关联性不高的原创内容,我们建议,尽量选择以:怎么选择、有哪些特点、多少钱,一类为标题的内容先发,这些内容可以原创的空间更大。


②频率


企业网站初期不需要发布太多内容,填满各个分类就可以上线,每天发布频率保证在1-3篇,当沙盒期过后,网站有排名,根据蜘蛛抓取量的提升来提高每天发布篇数,所以我们需要准备好一定量的原创文章,避免发布断档。


十、外链策略

做企业站SEO不同于大型网站,企业站对外链的依赖更高,所以我们做企业网站快速优化排名需要做外链发布策略:


①种类


外链除了展现样式有区别之外,还有种类区别,比如:导航外链、软文外链、B2B外链、高权重外链、不相关外链等等。


②数量


我们建议网站初期上线,要给企业网站做10篇高质量软文外链、10篇导航外链,前者的作用是网站上线初期给搜索引擎一个良好的印象而后者是为了更快的引蜘蛛促进网站收录。


随着网站走出沙盒期,我们还需要每天做一定量的B2B外链、高权重外链,这个与你的精力和投入有关,要做企业网站快速优化排名,可以每天个发10条。


当网站有部分关键词进入前10名,有一定权重后,需要交换权重相当的友链来稳定关键词排名,并且要注意友链所对应的首页关键词,不要指优化一个关键词,要根据排名高低进行均匀分配。


英文翻译对照


10 knowledge points for rapid ranking optimization and promotion of enterprise websites

1. Don't know about search engines

Many enterprise SEO personnel can't achieve the ideal effect when doing website optimization, because SEO personnel don't know enough about search engines. Because the search engine is constantly changing, SEO optimization will also be constantly changing. Therefore, if you want to do a good job of SEO, you must change with the change of search engine, so as to achieve the ideal effect.

2. Incorrect keyword selection

When choosing keywords, many enterprises do not choose according to the core of the enterprise, but choose at will, which is also the reason why SEO has no effect. Therefore, when choosing keywords, enterprises must choose according to the core of the enterprise, select some keywords with index and relevance, and optimize such keywords in order to bring traffic to the website.

3. Website structure confusion

The confusion of website structure will also lead to the failure of SEO to achieve the ideal effect, because the website with chaotic structure will not only affect the browsing of users, but also can not let spiders and crawlers grab each page of the website, so it will reduce the collection of websites, and then lead to the deterioration of website ranking.

4. Poor quality of external chain

People who do website SEO optimization know that the external chain plays a very important role in improving the weight and ranking of the website, but it should be noted that what can play a role is the high-quality external chain. If it is some low-quality external chain, it will not be of great help to the website SEO.

5. Do not analyze website data

When doing website optimization ranking, the data of the website plays a very important role in SEO. This is because from the website data, we can understand the actual operation of the website, and then adjust the SEO strategy according to the data, so as to obtain better results. However, when doing website SEO, many enterprises will not pay attention to website data, which will lead to the failure of SEO to achieve the desired effect.

1、 Factors affecting search ranking

In Baidu search ranking rules, this topic has actually been discussed, and the core factors mainly include the following contents:

① Authority of website subject and theme.

② The professionalism and diversity of page content.

③ Basic configuration requirements of the website, such as page speed, website ICP filing, etc.

Among them, there is not much talk about the relevance of SEO technology ranking, such as:

① Search click on the page.

② The frequency and perpendicularity of page content increment.

③ External links to the page.

Usually in these three influencing factors, we are very clear that the search click of the page has a very high weight.

Of course, even if Jinglei algorithm 3.0 is launched, it still accounts for a high proportion, but this search click is not the other click, but the natural click from the user's search results.

2、 Approaches to relevant solutions

① Content page quality

Search engines always like high-quality content. There is no doubt that content is king. Writing relevant subject content based on specific search demand keywords can get a higher search ranking.

Just like when the hot word "Thunderbolt algorithm 3.0" first appeared, we released a relevant content in CSDN. At present, it still gets a high ranking in SERP. According to the differentiation results of different regions, the current ranking of this word is still within the top 5, and the display of some regions is the first.

Therefore, there is a small problem: the media of high-quality content in search results is also very important. At present, Baidu search results:

1) Baijia (enterprise Baijia), baidu applet, baidu love purchasing, baidu innovator and other related products are the preferred media.

2) Industry vertical websites, such as CSDN, oschina, webmaster's home, A5, etc. (IT technology)

3) Enterprise station, brand station, website of high-quality solution service provider, and then KOL station in the field.

If you are operating the website, you can refer to the above relevant media to expand your content display and traffic acquisition. If you are an independent personal website, our advice is to maintain continuous and stable high-value content output and establish a personal brand.

② Page structure design

If you work in the SEO industry for a long time, we can always see some high-weight websites that pass the "technology ranking". The page structure may not be of any value to this type of website.

But we all know that SEO work is based on the strategy of enterprise station operation. We need a long-term promotion and the "prosperity" of short-term pages. It may be a flash in the pan after a period of time.

But at the same time, we also found such an interesting phenomenon, that is, the differentiated website structure design, especially the display of front-end pages, is really conducive to the collection of search engines to some extent.

In particular, the establishment of new websites often encounter complaints about SEO operation. Baidu doesn't include it. In turn, you may need to think about why search engines include you.

But we don't want website promoters to innovate and adopt a very personalized website framework in page design.

According to the settings of different website frameworks, we believe that when you are building a new website, you still need to maintain a popular basic structure, which is conducive to Baidu spider crawling and the visual effect of front-end pages. You can appropriately seek differentiation, because search engines are constantly strengthening the ability to interpret CSS and JS.

③ Page content increment

To be honest, based on page increment, I think this is a strategy that is relatively easy to operate for webmasters. To some extent, as long as you maintain a high frequency of high-quality content output, search engines will always give higher treatment, including: capture frequency, index quantity, weight promotion and so on.

But we should not ignore a practical problem:

What is the content of page increment?

Based on SEO data analysis, not any page content increment with high-frequency output will be treated with courtesy.

The premise is that your page is solving a problem and meeting a search demand. To be frank, the core keywords of this page may need to have a certain amount of search.

④ External link expansion

For the expansion of external links, I believe that many practitioners who have done a good job in SEO fast platoon have not done the external chain for a long time. This is that in the SEO market in recent years, some people always say that the value of the external chain is getting lower and lower, and the role of relevance is almost absent.

In fact, from a certain point of view, we don't think so: especially when we face the "no click" ranking, a relatively effective method to quickly get a high degree of trust is still driven by the external chain.

Therefore, you may need to be good at learning to find scarce SEO resources, especially high-quality external chains.

⑤ User behavior in the station

This is a direction that we may spend a lot of time on research and testing in the later stage. It is not limited to Baidu search. Sometimes we always have a certain inertial thinking

1) Whether the user behavior access and click in the station may have a certain impact on the search ranking.

2) Whether the relevant links within the website can be separated from external resources and affect the website ranking.

3) How can baidu quickly collect the structure of the station.

4) How will the data indicators of page dwell time and user jump out rate affect the site ranking.

5) The frequency of page sharing in the station, especially the communication ability based on the new media platform.

3、 Website optimization is good at analyzing SEO, not blind

If you have been in contact with a large number of SEO projects, you will find a feature, that is, after the initial website is built, there is no in-depth analysis,

Spend a lot of SEO resources and time cycle, and most of the keyword rankings enter the home page, which can be actually transformed without any effect. The main manifestations are as follows:

① Keyword selection is not accurate enough

② The actual transformation ability of keywords is not high

③ Keyword traffic continues to decline

Therefore, when we choose keywords, we must make a decision after in-depth analysis.

4、 Competitor thesaurus coverage

For search ranking, we all know very well that it is a process of ebb and flow. If some people's website ranking drops, then some people's website ranking is bound to rise.

This requires us to fully consider the changes of competitors in the process of whole station optimization, such as:

① Whether your content exactly matches the other party's Thesaurus.

② What keywords do the other party have? The ranking is relatively weak.

In this way, we can better layout specific keywords and reasonably allocate resources, so as to try to get more potential search clicks.

5、 Page content quality

Generally speaking, in the process of website operation, content sources are mainly divided into three aspects:

① Data acquisition

② Pseudo original

③ Original content

Generally, page content is the foundation of any search ranking, especially for new websites. In the process of SEO ranking, the data submitted at the beginning are of relatively low quality, and even most of them are collected, and there are no characteristics for their own product display.

6、 Stability of search results

We know that when creating page content, we always focus on solving users' search needs, but what kind of page is search engine friendly? SEOER who has just entered the industry may not be particularly familiar with it.

In fact, sometimes it's very simple. You just need to pay attention to the page data features that rank in the search results page for a long time, such as:

① What pages rank at the top of search results.

② What are the data characteristics of these pages, such as the setting of H tag, the matching of graphics and text, whether it is short video and audio, etc.

③ The layout of the internal chain in the page, the existence of relevant recommended modules, etc.

④ The organizational structure of the page content itself.

7、 Persistent user access

Do you often encounter such a situation? When retrieving a keyword, it ranks on the home page, and the search volume of Baidu Index is relatively high, but the click through rate of the page is low.

There are many influencing factors, but we think one of the most important strategies may be the content strategy of TDK title writing.

For SEO practitioners, in 2021, we all know that Baidu just launched thunder algorithm 3.0 a few days ago, which may be the best gift for Baidu's search industry at the beginning of the new year.

We all know that the optimization strategy of search click has seriously affected the natural ranking results of daily users to some extent, and will have a certain impact on the daily operation of each website.

This algorithm adjustment is also based on the principle of search user experience to promote the sustained and healthy development of the search industry, which is widely praised by the webmaster.

① Daily website SEO ranking adopts the strategy of brushing and clicking.

② Do not have a certain basic knowledge of SEO, little understanding of the working principle of search engine.

③ Pursue timeliness without a deep understanding of the essence of search.

This is why, for so many years, any Internet practitioner can boast about SEO ranking, which is also one of the reasons why it is widely believed that website optimization is so simple.

Usually when we face this problem: you may find a problem that your SEO work seems to mechanically repeat a simple work for ten years.

Without further digging into SEO theory, even though we have experienced many projects, we may not touch the boundary with the real SEO technology.

8、 Website structure

White hat is inseparable from the adjustment of website structure, and we need to think about how to quickly optimize the ranking of enterprise websites. How to layout the website can quickly rank:

① Layout

To give an enterprise website layout, first of all, we should consider what resources the enterprise has to do SEO and what requirements it has. If according to the Convention, most enterprise websites will not have too much content to update. At the same time, the number of keywords requiring ranking is relatively small, which are industry words. Therefore, we chose the pyramid layout and mainly do the home page ranking.

② Inner chain

Another component of the website structure is the internal chain, especially the enterprise website, which has less content and needs to use the internal chain for weight transmission. We suggest that 5-10 contents be made into text links to form a closed loop, and then the internal chain is made to point to the home page in one of the articles to optimize the key words. Usually, the home page is more than one keyword optimized, so we should record the frequency of sprocket pointing to the home page keywords to avoid excessive optimization.

9、 Release content

Since the content of enterprise websites is relatively small, we need to think about the quality of published content to quickly optimize the ranking of enterprise websites:

① Quality

For the article quality of enterprise websites, we suggest to be original as much as possible. Of course, some contents displayed in the form of data are difficult to be original. The original contents for the sake of originality are not necessarily high-quality. For example, add some original contents with low relevance to the contents in the form of data. We suggest to choose as much as possible: how to choose, what characteristics, how much money, and the content with the title of class I first. These contents can have more space for originality.

② Frequency

In the initial stage, the enterprise website does not need to publish too much content. It can be online by filling in all categories. The publishing frequency is guaranteed to be 1-3 articles per day. After the sandbox period, the website has a ranking, and the number of articles published per day will be increased according to the increase of spider grabs. Therefore, we need to prepare a certain amount of original articles to avoid publication interruption.

10、 External chain strategy

SEO of enterprise websites is different from that of large websites. Enterprise websites rely more on the external chain, so we need to make the external chain publishing strategy to quickly optimize the ranking of enterprise websites:

① Kind

In addition to different presentation styles, there are also different types of external chains, such as navigation external chain, soft text external chain, B2B external chain, high weight external chain, irrelevant external chain and so on.

② Quantity

We suggest that the initial launch of the website should make 10 high-quality soft text external chains and 10 navigation external chains for the enterprise website. The function of the former is to give a good impression to the search engine at the initial launch of the website, while the latter is to attract spiders and promote the collection of the website faster.

As the website goes out of the sandbox period, we also need to do a certain amount of B2B external chain and high weight external chain every day. This is related to your energy and investment. To quickly optimize the ranking of enterprise websites, we can send 10 articles every day.

When some keywords of the website enter the top 10 and have a certain weight, you need to exchange the friend chain with equivalent weight to stabilize the keyword ranking, and pay attention to the home page keywords corresponding to the friend chain. Don't refer to optimizing a keyword, but distribute it evenly according to the ranking.

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