搜索引擎優(yōu)化互聯(lián)網(wǎng)技術(shù)-在線瀏覽
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【正文】 gines to market a site or online entity. ? Includes: ? Search Engine Optimization ? Paid Inclusion ? Pay Per Click (PPC) SEO vs. SEM PPC SEO vs. SEM PPC SEO SEM/PPC Pros ? Free (not including resources) ? Searchers click on anic search results more often than paid PPC links ? Excellent at creating awareness quickly ? Campaigns can be budgeted to fit a business’s needs Cons ? Time consuming ? Takes longer to see results ? Can be pricey ($25$100,000 a month) ? Must be managed constantly (daily/weekly) ? ROI can be difficult to manage ? Clickfraud SEO Ethics White Hat/Good vs. Black Hat/Evil ? White Hat ? Follows search engine guidelines ? Strives for best possible search engine ranking。 1 ranking if possible ? Black Hat ? Knowingly breaks many/most of the search engine guidelines ? Misrepresents content via techniques ? Uses techniques to trick either the search engine, searcher, or both ? Promises 1 ranking Relevancy ? The overall goal: ? Search engines: to deliver the most relevant search results possible ? Searchers: to find the most relevant search result ? Site Owners: to optimize their site and it’s content for the most relevant searcher ? True relevancy has bee hip。 eliminate forms menu –based navigation ? Redirects ? Search engine view meta JavaScript redirects as . ? Only use server –side permanent 301 redirects ? Search bot will learn, update it’s information Google Search Engine Crawling Issues ? Flash ? Flash sites ? Use Flash as an embellishment your site content ? Methods available to improve Flash accessibility ? See ? Frames ? Avoid at all cost ? CSS techniques can provide similar capabilities Search Engine Crawling Issues ? ContenttoCode Ratio (example 203kb) Code used to display page vs. Content that is displayed (X)HTML + attributes CSS (embedded inline) JavaScript vs. Text Images vs. In browser, view source to view code bloat Search Engine Indexing ? How to: 1. Obtain links to your site from authoritative sources ? Will get crawled/indexed anically 2. Submit your site to the search engines ? Google ? Yahoo ? MSN ? Ask (?) ? What about the others? 3. Monitor your indexed pages Bruce Clay Search Engine Relationship Chart Google Webmaster Central Google Webmaster Central Google Sitemaps Implementing Optimization ? Domain / Site ? Page Elements ? Links Domain / Site Optimization ? Age of site ? Builds prominence, credentials ? Inbound link popularity into site ? Topical inbound link relevancy into site ? Link/Content topical theme ? Frequency of new inbound links ? Number of queries over time where site appears in results ? Keywords in Domain ? Keywords in folder structure Page Optimization ? Age of document ? Freshness of document ? Page filename (use keywords, hyphens as separators) ? /Quality/Relevance of inbound/outbound links ? Page theme (content focused on a single topic, not topically scattered) ? Leverage CSS layouts with external stylesheets and external JavaScript to increase ContenttoCode ratio Page title ? One of the most important things you can do – fast ? Unique title for every page on your site ? Should contain one or two keywords, specific to the
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