Dear SEO gods, who has a successful case of corporate website optimization weight method? Thank you.

Earlier, I was invited to help an enterprise website conduct SEO optimization analysis, solve various irregular SEO problems of this website, and finally improve the overall page ranking and weight of this website. Here, Moonlight Blog will share this case with you, hoping to discuss the advantages and disadvantages of this SEO optimization scheme with you.

First, the status quo of the website

The domain name of the enterprise website is 16. The website program is a CMS program developed by the enterprise itself. Google's weight is normal, while Baidu's weight is relatively low, indicating that the website is less competitive in Baidu search, and the overall collection of the website is ok, but the traffic from search engines is not much.

Second, the problems existing in the website

1, website security

Problem: Using various website security scanning tools to scan, it is found that there are multiple security vulnerabilities in the website. In addition, there are a large number of black chains published by spamer in the forum of the website, which may lead to the punishment of Baidu search engine and the downgrade of the website.

Solution: Usually, if the website is secure, it will be easier to get a better ranking from Baidu. If there are major security holes in the website, it may be downgraded or even removed by Baidu. Judging from the current situation, the security detection effect of the website in Baidu is not good, and all security loopholes need to be fixed, otherwise it will not only be difficult to improve the weight of Baidu, but also bring the danger that the website will be attacked by hackers. The black chain on the forum should be deleted immediately.

2. Dead chain

Question: From the Baidu webmaster platform, there are a lot of dead links in the website collection, which is caused by deleting old files after the old version of the website is updated to the new version.

Solution: Dead links determine the crawling situation of search engine crawlers. It is not a good thing for a website to have dead links. First, if a website has a large number of dead links, it will greatly damage the overall image of the website. Moreover, search engine spiders crawl through links. If there are too many links, not only will the number of pages included be reduced, but the weight of the website in the search engine will also be greatly reduced.

For non-existent pages, 404 information should be returned. At present, 302 information is returned, which is abnormal. The redirection jump of 302 is very easy to be punished by search engines, which belongs to black hat cheating. You should modify it immediately, return the correct 404 information on the 404 page, and prompt a page address. Don't jump to 302 immediately, wait a few seconds before jumping to javascript.

Some expired content search engine crawls will return 500 errors, so you should use 30 1 to redirect the page.

Create a separate 404 html page. After the page is displayed for a period of time, it will be redirected to the homepage of the website by javascript. Please refer to Sina's page 404 for the specific HTML page code.

Third, the website structure optimization.

Problem: The layout of the website is too traditional, and the home page lacks breadcrumb navigation and the bottom lacks navigation. There are no robots.txt and sitemap.xml files.

Solution: The secondary navigation or website map of the website should be added at the bottom of the website to facilitate customers and search engines.

The website directory is organized as follows: Home Page-columns page-Content Page. Add breadcrumb navigation at the top of the website, add main column navigation at the bottom, and add navigation addresses to all pages.

Add robots.txt and sitemap.xml files. At the same time, submit sitemap.xml to various search engines.

Fourth, website page optimization.

1, website description and keyword density

Problem: The website title only has the company name, which can't accurately express the theme of the website. There are too many keywords in the keywords tag to be displayed on the homepage of the website, which shows that it is difficult for search engines to judge the keywords of the website.

Suggestion: website description is for search engines and customers to understand the website itself more intuitively and understand the website service and product information. Keywords and keyword density determine the website keywords in search. It is estimated that people who do website production or network promotion don't know that SEO, that is, search engine optimization, is a way to improve the ranking of destination websites in related search engines by using search rules of search engines.

In the title of the website, it is best to remove the word "home page" or put it behind to highlight the core keywords of the enterprise, and add "official website" and the core slogan of the enterprise after the title.

Re-select keywords, keywords should have a certain frequency on the home page, and the density is greater than 2, such as enterprise names and other keywords.

2, website pictures and flash optimization

Question: There are many pictures and slides on the website. They look good, but they are not practical.

Solution: All pictures should be described by alt, so that search engines can know what the website is talking about. Minimize Flash and increase text information.

3, H tag optimization

Problem: The titles of website articles are displayed in font size instead of H label.

Solution: The titles of all articles are put in the label H 1, and the subheadings are put in the label H2. The styles of H 1 and H2 tags are controlled by global CSS.

Verb (abbreviation of verb) content optimization

Problem: the content of the website is updated less, which is not conducive to the website being included by various search engines.

Solution: The content of the website is a very important part, and the frequent updating and originality of the content is an important factor of the search engine. We mainly maintain the content of the website through the following three aspects:

1. Make a content update plan according to the target keywords.

2. Analyze long tail keywords and deploy the whole station.

3. According to the specific situation, build special columns in the station to enrich the content of the website.

Effect tracking and evaluation analysis: according to the log and statistical system, analyze the daily traffic from search engines and analyze the customer's route. After statistical analysis, we can better understand the dynamics of visitors and adjust the optimization strategy according to the situation.

The main measures include: the main station increases the frequency of content updates, publishes updated content through external platforms such as Sina Weibo and Sina Blog, and brings back reverse links.

Sixth, external chain optimization

Problem: There are few reverse links, most of which are enterprise names, which is not conducive to optimizing business keywords.

Solution: Strengthen the construction of external links, and submit the website to categories, thus increasing the popularity of the website. At the same time, submit the main station information on other third-party websites, exchange friendly links with the same type of websites, appropriately purchase external links of suitable websites, and increase the number of reverse links of the whole website.

On social networks, submit more original and high-quality articles and add website links at the end of the articles. It is suggested to give priority to Sina Weibo, bind Sina blog in Sina Weibo, and then post a long microblog in Sina Weibo, which will be automatically synchronized to Sina blog, so that the articles on Sina blog will also increase official website's external links.

Download official software products on the website, and it is recommended to submit the software products to various download stations and mobile phone application recommendation stations. Strive to improve the exposure of products in various well-known download stations. In addition, after successful submission, websites such as software download station and mobile phone application recommendation usually have a reverse link address, which can improve the domain authority of official website.

Seven, the media soft text

Question: In the Baidu index, the Baidu index of official core keywords has always been lower than that of competitors.

Solution: You can improve the media attention of Baidu Index by publishing soft articles. The so-called "soft writing" refers to the writing mode of making consumers enter the "thinking circle" set by enterprises through specific conceptual appeals, and quickly realizing product sales with strong targeted psychological attacks. The role of soft text promotion is to promote brand orientation, thus promoting traffic, so that more people interested in the content of the company's website can better understand the company, and then become the company's real customers and bring more orders to the company. Publishing some important news through major portals can effectively improve the brand's popularity, which is achieved by establishing a news model. (Let high-quality news reports appear on the brand website regularly)

Effect evaluation: the effect evaluation of soft text is based on the media attention of keywords specified by Baidu index.

Eight, Baidu bidding ranking

Question: For some core keywords, when searching on Baidu, the top ranking is usually baidu promotion's bidding advertisements, and official website naturally ranks first but behind.

Solution: For keywords with trademarks, you can contact Baidu to apply for brand protection, so that competitors can't put this keyword down, and the ranking will naturally go up. For keywords that can't be brand-protected, we have to put in Baidu bidding to improve the relevance between keywords and target websites, in order to get more clicks at a lower amount.

To sum up, in view of the problems existing in this website, it is suggested to take the following optimization steps:

The first step: optimize the website, put an end to dead links and strengthen the construction of internal links in the website. (Internal links are also anti-links and inbound links, which play a decisive role in website ranking! )。

Step 2: Submit the revised website link and map to the search engine again, and submit the website to the classified directory.

Step 3: Content construction: The main station will increase the frequency of content updates, publish high-quality original articles, and publish updated content through external platforms such as Sina Weibo and Sina Blog, and bring back reverse links.

Step 4: Domestic optimization needs to strengthen the construction of Baidu products, submit the main station information on Baidu websites such as Baidu Know, Baidu Library and Baidu Experience, or enhance Baidu's weight and promote websites, products and services by purchasing high-weight Baidu external chains.

Step 5: adopt the method of combining bidding ranking with SEO optimization. In order to make the website more acceptable to search engines, we should adopt the strategy of combining SMO and SEO, take a multi-pronged approach, pay attention to quality and quantity, and comprehensively improve the weight of the website.

Because the website is developed for the enterprise's own developers, it is necessary to specify a web development specification for web developers. The following is the SEO webpage design specification specifically for this enterprise.

Code for enterprise web page design

1. Page: Add an appropriate title for each page. If it is the home page of the website, the title is suggested to use the name of the website or the name of the company or institution represented by the website; For the rest of the content pages, the title suggestions are refined and summarized together with the main content. The title is in reverse order, and the format is "page title _ column title _ website name". The title should contain the most important target keywords on the page. The title of each page should be different.

2. Label: Make full use of the description label on the homepage of the website or the homepage of the channel to

3. Navigation: Make sure that the website navigation is linked in the form of html. The website should have clear navigation and hierarchical structure, and the important pages on the website should be found in the shallow position of the website to ensure that each page can be reached through at least one text link. All pages in the station should be linked to the home page, and the link structure is: home page-inner page-home page, and related web pages should have links, such as the "related articles" function at the bottom of articles. All web pages should be widely interrelated. If this is not possible, consider building a website map. If there are more than 100 links on the site map, you need to divide the site map into multiple pages.

4. Links: Use words instead of flash, Javascript, etc. Show important content or links. When linking to related content, please use words that can accurately describe the content. For example, when you provide visitors with links to more Photoshop information, use descriptions like "more information about Photoshop" instead of just "more information".

5. Pictures: Try to use words instead of pictures to show important names, contents or links. If the text content must use pictures, please use the "ALT" attribute to add some descriptive text. Important pictures on the website, such as logo, photos, navigation pictures, etc. , all need to be described with "ALT".

6. Revision: When the website is revised or the links of important pages in the website change, the page 30 1 before revision should be from permanent redirect to the revised page. When a website changes its domain name, all pages of the old domain name should be permanent redirect to the corresponding pages on the new domain name.

7. Frames: Do not use frames and iframe frame structures.

8.URL: Try to use a simple URL address. If the website uses dynamic pages, minimize the number of parameters and control the length of parameters.

9.CSS/JS: style sheets should be placed at the top of the page, scripts should be placed at the bottom of the page, and external CSS and JavaScript files should be used as much as possible.

10. Others: Use the robots.txt file on the network server. Tell the crawling tool which directories can be crawled and which directories cannot be crawled. Create a sitemap.xml file and submit it to Google webmaster and Baidu webmaster platform.