Google SEO Practical Operation Experiences

Google SEO full Google search engine optimization, through optimization, can make our website from Google search to get more traffic and potential customers, but Google included thousands of websites, how can we stand out in so many websites? Although there is Google’s official SEO guide, and also very detailed, the practical application of the often “too much content” and lost focus, this article is a combination of Google’s official tutorials and practical experience, with a focus on combining some of the practical on how to do a good job of Google SEO and how to improve the keyword rankings of knowledge and This article is a combination of Google’s official tutorials and practical experience.

Google SEO of Keyword Optimization

Doing Google SEO lies in doing keyword ranking, if the website’s ranking is particularly poor, then there will rarely be much traffic, therefore, keyword optimization ranking is one of the most important.

Keyword Selection

At the beginning of the site, we should be clear about what we do and the purpose of the site, the site is to do what kind of content on the choice of what kind of keywords, and then our entire site should be around these products or services corresponding to the relevant keywords to do optimization ranking.

Why are rankings and keyword relationships highly relevant?

Because the Google search engine an important kind of rule is relevance, want to get the targeted traffic, then in the potential customer search, it is necessary to have relevant page content and the user’s search word match, then the user searches for “Google SEO”, if the site has a lot of articles about “Google SEO” content, then the whole site should be optimized around these products or services corresponding to the keywords to rank. If there are a lot of articles about “Google SEO” on the website, then there is a chance that they will appear in the search result column.

Keyword selection seems simple, but it is very important, close to the positioning of our current website, far from the future optimization of the target, traffic accuracy, and other aspects, so it is recommended to do so in the early planning of the site when the keywords selected in advance, and try not to make substantial changes in the late, so as not to affect the overall flow of the site results.

There are many ways to choose keywords, but are centered around our core products/services, and follow the principle of relevance

Keyword Distribution

Keywords can be divided into core keywords, important keywords, and long-tail keywords, general recommendations: most core keywords (can be a class/product/service) layout to the home page of the site TDK (title, keywords, and description); important keywords to the layout of the columns of the page; long-tail keywords as the title of the content page.

The home page is equivalent to the root of our website and is also the site’s largest weight page, columns, and content pages, followed by the experience, but from the current point of view, Google is constantly weakening this relationship, sometimes we will see the ranking of the better is often some of the content pages, of course, for brand keywords, the home page is still more advantageous.

On the other hand, with a good keyword layout, you can also make our website both in terms of theme and structure above the hierarchical relationship clearer and clearer, but also conducive to the Google search engine to identify and analyze the content of the site, for the entire site for this setup is more conducive to Google search engine optimization (SEO).

Google SEO Content Optimization

Before doing so, there was a saying “Content is king, the external chain is king”, with Google SEO optimization technology constantly updating iteration, the role of the external chain is gradually weakened, especially the garbage chain, and will even be directly punished, but Google’s attention to the content has been rising, Google in an article Google in an article “Creating helpful, reliable, people-first content” in detail how to do a good job of the website content, and in the last few Google core updates, increasing the cleanup of spam, what is spam? That is, the user experience is not good, highly repetitive, and meaningless content whether we do the site or Google to present to the user information, essentially are doing the same thing – are designed to provide users with high-quality practical content information, so the content is a good Google SEO key, always thinking about the user-centered content is a good premise and foundation.

Title Writing

There are two kinds of titles mentioned here, one is the title in the Title tag; one is the title in the H1 tag, also known as the body title.

The importance of the title of the content is self-evident, each page in the site has its title, home, columns, content pages, etc., and different pages of the title writing format also vary, such as the title of the home page the core keywords, columns to focus on the keywords or product categories, the article content is more flexible, it can be a long-tailed expansion of the word, but also from other channels to get the word as the title! The content of the article is more flexible, can be long-tail expansion words, and can also be obtained from other sources as the title.

What is the difference between Title and H1?

• The title title covers the entire web page content of the main idea, and the H1 title for the body of the web page content, usually the meaning of the two are the same or similar; but the writing format is slightly different, and the Title and H1 title are the same or similar.
• The writing format is slightly different, Title in the title will generally have a suffix for the brand name, and the Title in the text of the title with the usual time we write articles, for example, article H1 title for “Google SEO beginner’s guide”, Title title for ” Google seo beginner’s guide – Dajian Biji”.
• Displayed differently, the Title on the front-end page title is not visible, only in the source code (Ctrl + u), and the H1 title will be displayed in the page body title position.

Abstract Writing

Abstract is better understood, that is, the central idea of the page, note that this refers to the page rather than the article because the home page will also have a summary of the column page, the summary is usually in the description tag, and will be crawled by Google probability will be displayed in the search results page, which determines the importance of the summary, because it will be directly seen by the user, affecting the user whether or not to go to a further click.

Keyword Writing

Here there are two kinds of keywords, a keyword in the page keywords tag, can also be understood as a page tag, keyword writing in SEO is in a very important position, but with the continuous updating of Google algorithms, the role of the keyword gradually weakened, by Google’s explanation due to a large number of keywords in the site repeat, so it is basically on SEO rankings to enhance the aspect of No significance, but for the entire page, the appropriate keyword tags still help Google’s understanding of the page, so keywords tag in the keywords or to write carefully, the general page keywords tag in the number of keywords not more than 3, since it is the keyword can not be too long, in addition to paying attention to the differentiation of the similar do not write in one piece; the other keyword refers to the page, the keyword is not the same as the keywords, but the keyword is the same as the keywords.

Another keyword refers to the page or article keywords, according to Google’s search engine relevance mechanism, theoretically the same page or the number of times the keywords with a similar meaning, then the content is more relevant, it is more likely to have good rankings, but the fact that this is the case? If you refer to a long time ago, there is indeed reliance on this practice to enhance the ranking of the site, but for the time being can tell you, that a large number of keywords stacked on the page is not only detrimental to the ranking of the page, but also very easy to trigger Google’s penalty mechanism, why? The main reason is that although relevance is still very important, in Google’s view, the user experience is more important, imagine if the whole page is filled with a variety of keywords that are not coordinated, what will the user feel? So the website page content should follow the natural rules of keyword writing, not deliberately interspersed with keywords to improve the user’s reading experience, most of the time we should be more Google search engine as our actual users rather than a machine, do not try to cheat or think that some of the so-called skills can be fooled, more from the user’s point of view, to do a human-centered.

Image Optimization

Website content has three elements: text, images, and video, related between them to complement the creation of a content-rich web page, Google seo picture optimization is mainly reflected in the following aspects:

• Correct use of tags, Page image tags generally use “img”, if the page background image can be used in the CSS “background-image” attribute.
• Add picture “Title” and “Alt” attributes, the former when the user’s mouse over the picture will show the Title content, to help users understand the picture, but is not required; the latter has more practical significance, for example, when the picture because of some reasons loading failure, Alt attribute content will appear in the picture location, tell the user what is here, it can help Google understand the meaning of the picture, and when the picture contains a hyperlink, Alt attribute content can be used as a positioning text, so Alt attribute is a mandatory item of the picture, and the content of which is not only a keyword, but also a succinct description of the picture.
• Relevance, the picture is also relevant, and it is related to the surrounding content, Google is also based on this to determine whether the picture is related to the content of the page, in the actual process we will see a lot of users in the picture below the content of the picture plus a keyword or description of the text, but also to increase the picture’s relevance, and at the same time allows users to more clearly understand the content of the picture described in the picture.
• Picture loading speed, with the picture clarity, is getting higher and higher, the picture is getting bigger and bigger, some as high as a few megabytes to dozens of hundreds of megabytes if it is not a specialized picture site or just an ordinary website, then the size of the picture will have a direct impact on the speed of loading and ultimately affect the result of the user experience. The general website recommendations picture size should not exceed 1M, if the picture is too large, we can reduce the size of the picture, or compress the picture, transforming the picture format and other methods to reduce the size of the picture.
• Give the picture to do adaptive adaptation, for example, in the computer end of the normal display of the picture, the cell phone will not necessarily be able to display normally, this time we can set the width and height attributes of the picture to make it adapt to the screen size of the mobile end, CSS code is as follows:

  img { max-width: 100%; height: auto; }

• Image naming, by using named names related to the image, Google can determine the theme of the image based on these subtle clues.

In addition, by optimizing your website for images, you can also make it easier for images to be indexed by Google, and then when users search for keywords, relevant images are more likely to be displayed for more traffic.

Video Optimization

Video can enrich the content of our website and let users feel the products/services more intuitively, there are two main aspects of video optimization:

• Video quality, including video shooting content theme, clarity, post-editing, and other aspects of the video, technical, it is best to have a professional do;
• The loading speed of the video, the video is generally larger, but we can modify the video length, resolution, and other parameters, through the compression software to compress the video, or through the relevant video optimization code optimization to enhance the user’s viewing experience.
• The same optimized video is more likely to be indexed by the Google search engine, to get more traffic, as of now, more than 90% of the YouTube videos, for foreign trade stations are generally inserted in the web page YouTube video, on the one hand, the video may be very large, taking up too much website bandwidth, and then it is possible to give Youtube video through the website to bring additional viewing Volume; if we want to shoot a good video directly to the web page, then we need to pay attention to the page containing the video can not have too much other content, that is to say, the video is the main content of this web page, otherwise, the probability will not be indexed by Google, for example, the main content of the page is only the video, there is a chance of being indexed by Google, for example, the reverse is the insertion of the video in the article will not be indexed.

URL Optimization

URL that is, website address, you can home page, section page latter content page, single page, and other web page addresses, Google will be based on the words in the URL automatically understand the breadcrumb navigation, and maybe in the search results always show up to help users to see whether it is their own need for information to improve the user experience. So this requires us to customize the URL when the first URL structure is clear, and the second address name is relevant to the content, such as “home address – section page name – product name”, but also pay attention to the address should not be too long, it is not convenient for Google to determine.

In addition, to say more, as long as the overall structure of the site is clear and standardized (website planning period should be good, good SEO), not only is conducive to Google search engine crawling but the URL will be followed by a clear and more optimized one.

Internal Link Optimization

Links between pages within the site are known as the internal chain, the common internal chain is divided into two kinds:

• Conventional site navigation, breadcrumb navigation, related recommendations and other such fixed or automatically associated with the links between the pages, this link once determined, the latter rarely changed, is the entire site hierarchy, taking into account all the pages of the site linked to each other a link, the relevance of these links may not be particularly large, the main role is to play to strengthen the relationship between the pages of the entire website! The main purpose of these links is to strengthen the relationship between the pages of the site so that there are no “island” pages.
• Links between the primary and secondary pages, the importance of the page in the site is hierarchical, some pages are particularly important, such as your advantage of the product; and some pages may not be so important, such as “Contact Us” “About Us” (here the importance of) Important refers to the importance of ranking optimization, the importance of obtaining effective traffic, does not refer only to the actual content), then we can optimize through the internal chain, such as publishing more and its related content, and add the link on the important page to do the internal chain, etc., in order to enhance the weight of these important pages, so that it is easier to have a good ranking in the Google search engine, and sometimes when we search for a site when the brand will find the URL Sometimes when we search a certain website brand, we will find the URL has small title links, these titles are important parts of the website, if we let Google know that these pages are important, internal link optimization is one of the important methods.
  

External Link Optimization

External links are not unimportant, but there are too many spam external links, quality external links are still very effective both in terms of improving the weight of the site and the traffic. External link optimization is actually to improve the quality of the external link, those who deliberately go to exchange some irrelevant links or do not do, so spend more time to do some, and the website content related to the external link is much better. The most important two points to do external links: 1. find relevant platforms; 2. naturally interspersed with external links to the inside, such as writing blog posts, answering other people’s questions, and so on in which to add their website links.

Common platforms for external links:

• Social Media
• Blog forums
• Q&A community
• B2B website

……

Google SEO for User Experience Optimization

Page Loading Speed Optimization

Website page loading speed not only affects the user experience, but is also an important indicator of Google’s measurement of the site, the content, and then good site if a long time to load the state, the probability that the user will not be able to stay, here’s a tool website measurement tool PageSpeed Insights can help us to view the site’s loading speed indicators, and advises on how to improve it.

Website Mobile Device Adaptation

Many times the website mobile traffic has exceeded the computer side, so doing a good job of mobile device adaptation, and good user experience, can bring us more effective traffic and potential customers.

Website Security Settings

Security is self-evident to the website, at the same time for Google search engine is also vital, commonly used measures include:

• Installation of SSL certificate: SSL certificate is not only a symbol of the basic guarantee of the site installation, but also Google’s current basic requirements for all websites, the installation of the certificate has a variety of ways, there are paid and free charge, the price difference is also relatively large, from dozens of tens of thousands of a year have, the current domestic free SSL providers have Ali Cloud, Tencent Cloud, etc., but the free period of only three months, three months later, you will need to re-apply for installation.
• Regularly back up the website: website backup can guarantee that our website can be restored to normal in time when it is damaged.
• Regularly change the login information of the website to avoid illegal intrusion by outsiders, which will hurt the website.
• Regularly test the website or install security plug-ins, timely detection of website problems, and timely resolution.

Multi-language / Regional Website Optimization

For foreign trade stations, adding a multi-language website is its regular operation, can help us push the website to more countries/regions of different customers, and bring more traffic, about the optimization of a multi-language online store needs to pay attention to a few points:

• Language version is not the more the better, the choice should be based on their own business, targeted to add other language versions of the site, and should take every language version of the site seriously (including local user search habits, etc.), rather than just rely on the machine translation can be done, so do more than to do the fine, in the trade-off between the pros and cons of the site before deciding to go to add which language/region;
• If the main site is a language, then add other language versions of the best choice in the main site under the second domain name and then make a new sub-site, the advantage of doing so is that they are in the same host, cost-effective, and easy to set up.
• If there is a clear intention of the country, we can also take the domain name containing the country suffix to make a new website, such as the use of the “.kr” suffix domain name to make a local website in South Korea, Google will automatically recognize the website is oriented to South Korea, regardless of the server in which place.
• Will be a multilingual website or page positioned to the corresponding speak the local language of the country/region of the user, such as the Korean language page, positioned to South Korea to speak Korean users, then the corresponding website in the Korean page in South Korea will be more advantageous in the rankings, the setup method has two kinds of methods: one is the use of the domain name of the corresponding country suffix as mentioned earlier, Google can be directed to determine which country, applicable to the level of the site; the second method is more complicated to say. The second method is a bit more complicated, simply put, it is the use of “hreflang” in the header of the web page to formulate the page and the language/region of the corresponding relationship, for example, the following:

  For example, there is a website “www.cku-example.com”, the main site is in English, facing all regions, i.e., the default page for all regions, and there is also a German site and a Korean site with the names “www.cku-example.com/de/ ”, “www.cku-example.com/kr/”, then you can add the following code in the head tag to explain to Google:

  <head>
<link rel="alternate" hreflang="de" href="www.cku-example.com/de/" /><!--For German speakers-->
<link rel="alternate" hreflang="ko-kr" href="www.cku-example.com/kr/" /><!--For Korean speakers in Korea-->
<link rel="alternate" hreflang="x-default" href="https://www.cku-example.com/" /><!-- Default page--> </head>


  Note: hreflang attribute values need to follow the ISO standard, the former language code using ISO 639-1 format; the latter region code using ISO 3166-1 Alpha 2 format. In addition, if you do not add these markers, Google will also find these multilingual URLs, but to optimize rankings, it is recommended to add them. After the setup is complete, we can also use the Hreflang markup test tool to check whether it is correct.

Google SEO Tools

• Google Search Console: do site SEO choice, the main features include site map submission, web page query (submit index), site search traffic query (clicks, exposure, etc.), search results query (specific to the keywords, pages, rankings, regions, equipment, etc.), etc., focusing on the site in the Google search engine performance The effect, and give us the corresponding tips and improve the method, therefore, for do Google SEO optimization personnel, Google webmaster tool is the most basic and useful necessary choice.
• Google Analytics: a powerful statistical analysis tool, focusing on website traffic for a more comprehensive and in-depth collection of summary, and can be associated with Google webmaster tools and Google bidding ads and other data sources, that is, all the data converge here, and then according to the data on the website to modify and optimize.
• Google keyword planning tool: you need to open a Google bidding ads account (without spending), the tool can help us query the past period the search volume of keywords, and the degree of competition, but also can be mined to find out more relevant keywords.
• PageSpeed Insights: in addition to testing the loading speed of the site, but also gives the corresponding modification of the recommendations and SEO optimization score.
• AI-related tools: with the rapid development of AI, we can take advantage of its advantages to optimize our SEO work, such as the use of AI to assist in writing articles, query information, translation, error checking, expanding the keywords, proposed title, and writing abstracts and ideas.
• English title optimization tools: through the writing of the article title (such as upper and lower case letter conversion, etc.) to standardize the correction to achieve the purpose of optimization, while improving the user reading experience.
• Other third-party tools: this is more, focused on some peer data analysis and facilitates our query-related data (such as understanding peer data traffic, batch query, and monitoring keyword rankings) and other functions, according to the need to choose to use.

  To be continued…