What Is Website Optimization?

Website optimization can be explained in two aspects, narrow and broad.

(1) Website optimization in the narrow sense, that is, search engine optimization, is to make the website design suitable for search engine retrieval and meet the index of search engine rankings, so as to obtain a higher ranking in search engine retrieval and enhance the effectiveness of search engine marketing.

The final result of website optimization is to optimize the ranking of the website, and the first thing to do is to optimize the website internally and analyze the relevance of the web pages.

(2) The factors considered in the generalization of website optimization are not only search engines, but also features that fully meet the needs of users.

Website optimization is an inevitable choice for enterprises to enter the Internet. Through website optimization (search engine optimization) of the company's website, the company's website is more friendly to search engines, the ranking of the company's website in the search engine is improved, and the promotion effect of the company is enhanced. Search engine optimization is the most important factor affecting the ranking of a client's website in the search engine. Because each search engine considers different focuses, the search results on different search engines are also different.

In terms of ease of use, the reasons for website optimization are: the earliest websites may have outdated problems whenever the mainstream browser is upgraded, which requires upgrading or rebuilding the website; in order to make the website Compatible with Netscape and IE, websites have to provide different codes for these two browsers; whenever new network technologies and interactive devices appear, new versions need to be made to support this new technology or device, such as WAP that supports mobile Internet access Technology; bloated website code wastes a lot of bandwidth. The optimized website file download and page display speed are faster; the content can be accessed by more users' locations; when the browser version is updated or a new network interaction device appears, ensure that all applications can continue to execute correctly.

From the perspective of maintainability and search engine optimization, the reasons for website optimization are: concise code, which greatly reduces the bandwidth requirements, speeds up page loading speed, makes the website easier to maintain, and facilitates search engine crawling, making The website is more friendly to search engines, which helps to improve the ranking of the website.

For website designers and developers, website optimization is the use of standards; for users, website optimization is the best experience. ^[1]

The basic idea of website optimization is to rationally design key elements such as website function, website structure, page layout, and content, so that the function and expression of the website can achieve the best results, and the network marketing function of the website can be fully demonstrated.

The meaning of website optimization is embodied in three aspects: user optimization, network environment (search engine, etc.) optimization, and website operation and maintenance optimization.

1. Optimize for users

After the optimized design of the website, users can conveniently browse the information of the website and use the services of the website. The specific performance is: oriented to the needs of users, the website is easy to navigate, the download speed of the web page is as fast as possible, the layout of the web page is reasonable and suitable for saving, printing, and forwarding.

2. Optimize the network environment (search engine, etc.)

From the perspective of promoting a website through a search engine, the optimized design of the website allows the search engine to successfully capture the basic information of the website. When users search through the search engine, the website summary information that the company expects appears in the ideal position. Users can find relevant information and get interested, click on search results and reach the website for further information, until they become real customers. The manifestation of network environment optimization is: suitable for search engine retrieval (search engine optimization), which is convenient for accumulating network marketing resources (such as swap links, swap ads, etc.).

3. Optimization of website operation and maintenance

Website management and maintenance (daily information update, maintenance, revision and upgrade) by website operators are beneficial to the application of various online marketing methods, and can accumulate valuable online marketing resources (obtain and manage registered user resources, etc.) ^[2]

Website diagnosis

Starting from the positioning of the website, a systematic evaluation and diagnosis of website structure, webpage design, label design and other aspects are conducted, and a comprehensive evaluation report is given.

2. Keyword analysis

According to the theme of the website, the best keywords are selected, and the entire site will be optimized based on the keywords to obtain rankings.

3. Data collection

Gather information about the theme of the website and the entire optimization process.

4. Website optimization

Starting from the website structure, design and other aspects, it provides a whole-site optimization plan for the homepage, main column page, sub-section page, topic and content page.

5. Website leak-free test and web content

Before optimizing your site as a whole, it's critical to test your site for missing links. In addition, the originality of the web page is also a key factor in determining the overall ranking of the website. ^[2]

The specific process of website optimization can be summarized as the following steps.

First, determine the main keywords and expansion keywords to optimize based on the main business of the website.

Second, the website directory structure, link structure and page structure are comprehensively analyzed and diagnosed, and detailed diagnosis reports are made, so that optimization work can be carried out in a planned and targeted manner.

Third, based on the identified keywords and diagnostic report, a reasonable optimization plan is formulated.

Fourth, optimize the page structure (optimize each tab of the web page), link structure, and overall directory structure of the website in accordance with the optimization plan.

Fifth, make the website a valuable resource link and make the website lively.

Sixth, update the content of the website frequently to make the website look dynamic so as to better retain the target customers. ^[1]

1. Page keywords and keyword density optimization

Many search engines use the keyword density of the page to determine the relevance of the page to keywords. The higher the relevance, the higher the relevance of the page. Therefore, make sure that keywords are fully utilized and reasonable throughout the webpage. distributed. The specific methods are: make full use of all available factors, but do not repeat the keywords excessively or simply arrange keywords; follow the necessary grammatical rules to form natural and smooth sentences to make the webpage attractive; from the perspective of optimization of page factors, Consider distributing keywords among webpage title elements, webpage description / keyword elements, body titles, body content, text links, and ALT logos.

Framework optimization

The so-called framed web page is that the navigation menu on one side of a web page is fixed, and the information on the other side of the page can be moved up and down. The content in the frame cannot be reflected in the back-end code, and for those search programs that mainly guide the search, the design idea is to completely ignore some HTML code and directly lock the actual content on the webpage for indexing . In this way, search engines can't find what to search for on general framework pages.

3.Dynamic page optimization

The so-called dynamic web page refers to a page that is dynamically generated by using programs such as ASP, PHP, JSP, and CGI. Most of the content in this type of web page comes from the database connected to the website. There is no actual page in cyberspace. It is only generated automatically after receiving the user's access request, that is, when the user enters the corresponding value in the variable area. . The search engine is just a search program. It cannot select variables and enter values like real users.

4. Create a site map

The site map includes links to the content or sections of the main web pages. Depending on the size of the site and the number of pages, it can link to some of the main or all of the section pages. In this way, the search engine program obtains the site map page, and can quickly access all pages and columns on the entire site. In order for the site map to attract search engines and real visitors, be sure to write a descriptive short sentence after the link to briefly describe the keywords related to the link, but you must not overuse the keywords. As a site map, it is not only designed for search engines, but also for real visitors. If visitors can feel the map is easy to use, search engines can also correctly understand the meaning of the map. ^[1]