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When we use the Baidu search engine to search for a certain keyword or a certain brand word, we often see that some big brands and focused brand words can generate the latest Baidu related information (previously called the latest related news), which are all recent news reports. But not every word can generate such news information, and there are certain rules/algorithms for its generation.What is the latest relevant information?The latest relevant information is a focused display composed of news with key words of brand words/industry words as the core content.Its composition is Baidu news source (such as Baidu Baijiahao articles), recent information (expired or deduplicated), and other algorithms combined,…
Based on the current situation of the domestic SEO market, there is almost no SEO in the construction of corporate websites. First, it benefits from the low price competition strategy of template website construction. Now website construction is basically only free or even subsidized to sell. It is conceivable that the current website How bad the foundation is; the second is to benefit from the search engine. No matter how you build your website, quality is not the first priority, and the ranking is not better than that of a large number of collection sites. Although a large number of collections are illegal, they can indeed gain weight, because there are many articles and junk rankings. There are many, but there are rankings, and the collection of hundreds of thousands of millions is not comparable to the brand station.The status quo of the brand station is that all pay attention to…
The phenomenon of Baidu's double-inclusion and the consultation to solve the problem of double-inclusion are not uncommon. However, it still cannot effectively solve the problem of inclusion. How to really solve the problem of dual-inclusion? This article proposes three methods. The latter two are more effective and will definitely help you solve it effectively. The problem of double inclusion can realize the centralized power of the website and improve the ranking.What is Baidu double index Baidu double index generally means that Baidu includes both @ (root domain name without www) and subdomains of www.For example, mgsh.com.cn and www.mgsh.com.cn are both included by Baidu, but in fact, this is very important for users to…
Keyword optimization refers to the optimization of the keywords in the website and the layout to achieve the effect of optimizing the ranking of the website.Occupy a favorable position in the ranking of relevant keywords in search engines.In foreign countries, SEO is already a relatively mature industry, while in China it is still in its infancy and development stage.It can be explained from the narrow sense and the broad sense. The narrow sense of website optimization technology, that is, search engine optimization, is to make the website design suitable for search engine retrieval and meet the index of search engine ranking, so as to obtain top ranking in search engine retrieval. Enhance the effectiveness of search engine marketing.Reasons considered in generalized website optimization…
Now that you know how to appear in search results, let's determine which strategic keywords to target in your website content and how to craft your content to meet the needs of users and search engines.The power of keyword research lies in gaining a better understanding of your target market and how they search for your content, services or products.
Keyword research gives you specific search data that can help you answer questions like:
- What are people looking for?
- How many people are looking for it?
- What format of information do they want?
In this chapter, you'll gain tools and strategies to uncover this information, as well as strategies to help you avoid keyword research pitfalls and build strong content.Once you discover how your target audience is searching for your content, you begin to discover a whole new world of strategic SEO!
Before doing keyword research, ask questions
Before you can help a business grow through SEO, you must first understand who they are, who their customers are, and what their goals are.
This is where people often take shortcuts.Too many people bypass this critical planning step because keyword research takes time, so why spend it when you already know you want to rank?
The answer is that what you want to rank for and what your audience really wants are often two very different things.Focusing on your audience and then using keyword data to hone those insights will be more successful than focusing on arbitrary keywords.
Here is an example. Frankie & Jo's (a Seattle-based vegan gluten-free ice cream shop) heard about SEO and wanted to help improve how and how often they appeared in organic search results.To help them, you first need to know more about their customers.To do this, you can ask the following questions: Who/What/When/Why/How/Where
- What types of ice cream, desserts, snacks, etc. are people looking for?
- Who is searching for these terms?
- When are people looking for ice cream, snacks, desserts and more. ?
- Are there seasonal trends throughout the year?
- How do people find ice cream?
- What words do they use?
- What questions do they ask?
- Do more searches on mobile?
- Why are people looking for ice cream?
- Are individuals specifically looking for health-conscious ice cream, or just to satisfy a sweet tooth?
- Where are potential customers located?Local, national or international?
- Finally - and here's the key - how can you help provide the best content about ice cream to foster a community and achieve what all these people are looking for?Asking these questions is a key planning step that will guide your keyword research and help you produce better content.
- What does this word mean?
Remember, if you're stumped by any of the terms used in this chapter, our SEO glossary is here to help!
What terms are people looking for?
You may have a way of describing what you do, but how does your audience search for the products, services or information you offer?Answering this question is a crucial first step in the keyword research process.
You probably have some keywords that you want to rank for.These will be your website addresses like your products, services, or other topics, and they are great seed keywords for your research, so start there!You can enter these keywords into a keyword research tool to discover the average monthly search volume and similar keywords.In the next section, we'll take a deeper look at search volume, but during the discovery phase, it can help you determine which variations of your keyword are the most popular among searchers.
Once you've entered your seed keywords into a keyword research tool, you'll start uncovering other keywords, FAQs, and content topics you might have missed.
Let's take the example of a flower shop that specializes in weddings.
Type "wedding" and "floral shop" into a keyword research tool and you may find highly relevant, highly searched related terms such as:
- wedding bouquet
- bridal flower
- wedding flower shop
During the process of finding relevant keywords for your content, you may notice a large variation in search volume for these keywords.While you definitely want to target the term your audience is searching for, but in some cases it may be more beneficial to target terms with lower search volume because they are much less competitive.
Because both high and low competition keywords are good for your website, so learning more about search volume can help you determine your keyword’spriority, and choose those keywords that will give your site the greatest strategic advantage.
How do search engines work?
Search engines work through three main functions:
- Crawl: Search the internet for content, looking at the code/content of every URL they find.
- Indexing: Stores and organizes content found during crawling.Once a page is in the index, it will appear in the run as the result of a related query.
- Ranking: Provides content that best answers a searcher's query, meaning the results are sorted by the most relevant to the least relevant.
What is search engine crawling?
Crawling is the discovery process in which a search engine sends out a group of bots (called crawlers or spiders) to find new and updated content.Content can vary - it can be a web page, image, video, PDF, etc. - but regardless of format, content is discovered through links.
Googlebot first fetches some web pages and then follows the links on those pages to find new URLs.By hopping along this link path, the crawler is able to find new content and add it to an index called CAFFINE - a huge database of discovered URLs - when a searcher is looking for content on that URL that is a good match.
What is a search engine index?
Search engines process and store the information they find in their index, a huge database of everything they find and are deemed good enough to serve searchers.
search engine ranking
When someone performs a search, search engines scour their index for highly relevant content, which they then order in hopes of solving the searcher's query.This sorting of search results by relevance is called ranking.In general, you can assume that the higher a site ranks, the more relevant search engines consider the site to be for a query.
You can prevent search engines from crawling some or all of your site, or instruct search engines to avoid storing certain pages in their index.While there are reasons to do this, if you want searchers to find your content, you must first ensure that it is accessible and inviolable to crawlers.Otherwise, it's as good as being invisible.
By the end of this chapter, you will have the context you need to use a search engine, not against it!
We are glad you are here!If you already have a solid understanding of SEO and why it's important, you can skip to Chapter 2 (though we still recommend browsing Google and Bing best practices at the end of this chapter; they're useful refreshments).For others, this chapter will help build your foundational SEO knowledge and confidence as you move forward.
What is search engine optimization?
Search Engine OptimizationStands for "Search Engine Optimization".This is the practice of increasing the quality and quantity of website traffic and brand exposure through non-paid (also known as "organic" or "natural") search engine results.
Despite the acronym, there are as many search engines themselves as there are search engines.It's about understanding what people are searching for online, the answers they're looking for, the words they're using, and the type of content they're looking to consume.Knowing the answers to these questions will allow you to connect to people searching online for the solutions you offer.
If knowing the intent of your audience is one aspect of the SEO coin, delivering it in a way that search engine crawlers can discover and understand is another.In this guide, look forward to learning how to do both.
Search Engine Basics
Search engines are answer machines.They search billions of content and evaluate thousands of factors to determine which ones are most likely to answer your query.
Search engines discover and catalog all available content (web pages, PDFs, images, videos, etc.) on the Internet through a process called "crawling and indexing" and then sort them according to how well they match in what we call "ranking" query during the process.We'll cover crawling, indexing, and ranking in more detail in the next chapter.
Which search results are "organic"/naturally ranked?
As we said earlier, organic search results are obtained through effective SEO, not paid (i.e. not advertising).These used to be easy to spot - ads were clearly marked as such, and the rest of the results usually took the form of the "10 blue links" listed below.But as search patterns change, how do we discover organic results today?
Today, search engine results pages (often referred to as "SERPs") are filled with more advertisements and more dynamic organic result formats (called "SERP features") than we were before. Some examples of SERP features are featured snippets (or answer boxes), people also ask boxes, image carousels, etc.New SERP features are constantly emerging, mostly driven by what people seek.
For example, if you search for "denver weather," you'll see the weather forecast for Denver directly in the SERPs, rather than a link to a site that might have it.If you search for "Denver pizza," you'll see a "local pack" result consisting of Denver pizzas.Convenient, right?
It's important to remember that search engines make money from advertising.Their goal is to better address searcher queries (in the SERPs), keep searchers coming back, and keep them on the SERPs longer.
Some SERP features on Google are organic and can be affected by SEO.These include Featured Snippets (promoted organic results that show the answer in a box) and Related Questions (aka the "People Also Ask" box).
It's worth noting that there are many other search features that aren't usually affected by SEO, even if they're not paid ads.These functions often have data obtained from proprietary data sources such as Wikipedia, WebMD, and IMDb.
Why SEO Matters
While paid advertising, social media, and other online platforms can generate website traffic, most online traffic is driven by search engines.
Organic search results cover more digital real estate, are more credible to savvy searchers, and receive more clicks than paid ads.For example, in all US searches,Only about 2.8% click on paid ads(Many Chinese people do not understand what is advertising and what is natural ranking, so this pay-per-click ratio is higher, but the specific number is only available in Baidu).
In short: SEO has 20x more traffic opportunities than PPC on mobile and desktop.
SEO is also one of the only online marketing channels that, if set up properly, can continue to pay dividends over time.If you provide solid content that is worth ranking for the right keywords, your traffic can snowball over time, and advertising needs constant money to send traffic to your website.
Search engines are getting smarter, but they still need our help.
Optimizing your website will help provide better information to search engines so that your content can be properly indexed and displayed in search results.
Should I Hire an SEO Professional, Consultant or Agency?
Depending on your bandwidth, willingness to learn, and the complexity of your website, you can perform some basic SEO on your own.Alternatively, you may find that you prefer the help of an expert.Either way is fine!
If you do end up seeking expert help, it's important to know that many agencies and consultants "offer SEO services," but the quality varies widely.Knowing how to choose a good SEO company can save you a lot of time and money, as the wrong SEO techniques can actually do more harm to your website than they help.
White Hat vs Black Hat
"White hat SEO" refers to SEO techniques, best practices, and strategies that follow the rules of search engines, and its main focus is to provide more value to people.
"Black hat-SEO" Black hat SEO refers to techniques and tactics that attempt to spam/deceive search engines.While black hat-SEO can work, it puts the site at huge risk of being penalized and/or de-indexed (removed from search results) and has ethical implications.
Penalty sites have bankrupted businesses.This is just another reason to be very careful when choosing an SEO specialist or agency.
Search engines share similar goals with the SEO industry
Search engines want to help you succeed.In fact, Google even has a Beginner's Guide to SEO, just like our own Beginner's Guide to SEO!They are also very supportive of the efforts of the SEO community.Digital marketing conferences - like UNBUNCE, MNsearch, SearchLove and Moz's own MozCon - regularly attract engineers and representatives from major search engines.
Google assists webmasters and SEOs with their webmasters central help forum and hosts live office hour summaries (Unfortunately, Bing shut down their webmaster forum in 2014.)
While webmaster guidelines vary by search engine, the basic principle remains the same: don't try to trick search engines.Instead, provide your visitors with a great online experience.To do so, follow search engine guidelines and fulfill user intent.
Google Webmaster Guidelines
The basic principle:
- Make pages primarily for users, not search engines.
- Don't trick your users.
- Avoid techniques designed to improve search engine rankings.A good rule of thumb is whether you are willing to explain to Googlers what you do with your website.Another useful test is to ask: "Will this help my users? Would I do this if the search engine didn't exist?"
- Think about what makes your website unique, valuable or attractive.
Things to avoid:
- auto-generated content
- Participate in the Link Program
- Create pages with little or no original content (i.e. copied from elsewhere)
- Stealth - The practice of showing search engine crawlers different content than visitors.
- Hidden text and links
- Doorway Pages - Create pages to rank well for specific searches in order to funnel traffic to your website.
Bing Network Administrator's Guide
The basic principle:
- Provide clear, in-depth, engaging, and easy-to-find content on your website.
- Keep page titles clear and relevant.
- Links are considered a welcome signal, and Bing rewards links for organic growth.
- Social reach and social shares are positive signals that can influence the way you rank organically over the long term.
- Page speed is important, along with a positive, useful user experience.
- Use the alt attribute to describe the image so that Bing can better understand the content.
Things to avoid:
- Thin content, pages that primarily display ads or affiliate links, or pages that otherwise redirect visitors to other sites rank poorly.
- Abusive link strategies designed to inflate the number and nature of inbound links (e.g. buying links, participating in link schemes) can lead to de-indexing.
- Make sure that a clean, concise, keyword-containing URL structure is in place.Dynamic parameters can smudge URLs and cause duplicate content issues.
- Keep your URLs as descriptive, short, keyword-rich as possible, and avoid non-alphabetic characters.
- Duplicate content
- keyword stuffing
- Hidden Pages - The practice of showing search engine crawlers different content than visitors.
Guidelines for Representing Local Businesses on Google
If your business performing SEO work operates locally, whether it's performing services out of a store or driving to a customer's location, it qualifies for a Google My business listing.For local businesses like this, Google has guidelines governing what you should and shouldn't do when creating and managing these listings.
The basic principle:
- Make sure you're eligible to join the Google My Business index; you must have a physical address, even if it's your home address, and you must meet customers face-to-face at your location (like a retail store) or their location (like a plumber) Provide services
- Honestly and accurately represent all aspects of your local business data, including its name, address, phone number, website address, business category, hours of operation, and other features.
things to avoid
- Create Google My Business listings for ineligible entities
- Misreporting any of your core business information, including "stuffing" your business name with geographic or service keywords, or creating fake address listings
- Use PO boxes or virtual offices instead of real street addresses
- Abusing the review section of the Google My business listing by making false positive reviews about your business or false negative reviews about your competitors
- Expensive newbie mistakes caused by failing to read the details of Google's guide
If you've been reading our SEO Beginner's Guide and find yourself confused by some of the terms you've seen, don't worry!We know that learning all the ins and outs of SEO vocabulary and jargon feels like learning another language.To help you grasp all the new terms we throw at you, we've compiled a chapter-by-chapter SEO glossary with definitions and helpful links.You may want to bookmark this page for future reference!SEO 101 10 Natural Search Positions: The format used by search engines to display search results, referring to non-advertising positions. SERP…
Brand word optimization is under the national brand strategy. The importance of brand has been realized by the majority of enterprises, but it is not easy to do a good job of branding. The operating cost of the brand and the cost of survival in the current business environment are relatively high. To compete with the marketing methods of trademark operators, it is also necessary to compete with unbranded ones on price, and it is also necessary to stick to the original intention of the brand and maintain the reputation of the brand.Start-up brand optimization Start-up brand optimization may only have a LOGO, a trademark, packaged on the product, or posted in the office, or display your own words and pictures in the process of community marketing...