2006年02月09日

Does Your Website Have What Your Visitors Want?
Contributed by Terri Wells

You’ve optimized your website for the search engines. You’re seeing plenty of traffic — but why isn’t it staying very long? Could it be that you’ve forgotten what your visitors need? This article discusses some of the things you need to keep in mind when building your website to make sure it will be a friendly place for your visitors to spend some time.
Many SEOs and site owners focus on the various tricks that make their websites easier for search engines to read. They optimize their sites to earn a high rating on the search engine results pages (SERPs). This is an excellent thing to do, but the problem is that, in the process, many lose sight of the real goal: convincing your visitors to stay and (hopefully) do what you want them to do. Your website might score high with search engines, but what do visitors think of it when they click on that link?

If visitors comes to your website from a search engine, can’t find what they were looking for, and wonder why you were listed so high, they’re just going to click elsewhere — and you have a problem. You want to build a website that gets traffic, sure, but you want to make that traffic stick around for awhile. That means you need to build your website not just for the search engines, but for your visitors. Fortunately, you can do both at the same time. Recently, I wrote a couple of articles that focused on some of the most important points for optimizing your site, focusing mainly on search engines. Now, I will examine what elements you need to focus on most to get your visitors to hang around.

Not surprisingly, a lot of these elements are similar to the points you needed to remember when building your site to be noticed by the search engines. But the emphasis is different now. For instance, keywords aren’t very important from this angle — but real content is. The usability of your site really matters now (and there are several factors that contribute to this). Whether or not your website looks professionally designed doesn’t matter to the search engines, as long as their spiders can find everything — but to a visitor, it can mean the difference between staying to make a purchase and clicking away to buy from a rival. And speaking of search engines and visitors, wouldn’t it be nice to get visitors who came to your site from places other than search engines — say, from seeing a link to your site from an article or a blog and wondering what all the fuss was about? In this article, I will touch on several of these points, and cover the rest in a subsequent article.

Does Your Website Have What Your Visitors Want? – What Makes a Site Usable?

How easy is your site to use? Do visitors have to hunt for things and think about how to use them? Web surfers have come to expect certain standard practices, used by a large number of websites. In many cases, these have become standard practices because they make sense. In general, you want your website to be instantly usable by visitors, so they can find what they’re looking for intuitively. They don’t want to have to think about where things are or what they need to do to accomplish specific tasks (such as making a purchase). A number of factors contribute to giving your visitors the best possible experience. These include your site’s design, information architecture, navigation, functionality, accessibility, and content.

Let’s start with your website’s design. A recent study determined that Internet users could tell whether a website was easy on the eyes or jarring within a twentieth of a second. If your website is poorly designed, your visitors could decide to click away literally within the blink of an eye. It may seem boring to adhere to standards such as blue, underlined links, top and side menu bars, and logos in the top, left-hand corner, but they make your site more usable. Visitors know what to expect.

Using a consistent standard in your website’s design is just the beginning. Design includes points such as visibility and contrast. Can a visitor seeing your site for the first time easily find and interpret sections for navigation, advertising, content, search, and so on? Making a web page easy to read means a lot more than making sure all the text is visible and in a comfortable font. You must balance text and images, and make sure that the various sections of a page (and their purposes) are easy to distinguish. Consistency has been called the hobgoblin of little minds — but when it comes to your website, it’s more like a lifesaver, a combination of map and territory that makes a visitor comfortable enough to be willing to stay.

Next, let’s take a look at your site’s information architecture. This involves how you have organized the information on your site. If you have organized it into an intelligent hierarchy, starting with broad topics and focusing down to narrower ones, your visitors will have a much easier time finding whatever they’re looking for. If it is not set up properly, your visitors will become frustrated, not find what they want, and go elsewhere.

 Does Your Website Have What Your Visitors Want? – More Usability Factors

Talking about a website’s information architecture leads almost naturally to navigation. On this point, what is good for search engines is also good for your visitors. Arrange your site so that broad category pages lead to narrower topics, but that, at worst, you never need to go more than a couple of clicks from the home page to get to anything. Make your navigation systems really obvious: use site maps, alt tags for image links, and bread crumbs so that visitors know where they are.

A bread crumb, in case you didn’t know, usually appears near the top of a web page, and provides links back to each previous page that a user traveled through in order to get to that page. They look like this: homepage –> section page –> sub section page. Like the proverbial bread crumbs from fairy tales, they exist to help prevent your visitors from getting lost. Also, make sure the anchor text for each of your links is well written, so that visitors will know what they are going to get if they click on a link. Making use of good navigation standards on your website will make it incredibly more usable.

How functional is your website? When a visitor clicks on a link to submit a form or use a tool, does it work? Or does it return an error? What if the visitor is using Firefox or some other non-Microsoft browser? How about if your visitor uses an Apple or Unix-based operating system? Do all of your images load properly? You need to think about these things, so that your site visitors won’t have to. Remember, they won’t want to think about these things; they’ll just go elsewhere. If you want them to stay, make sure everything on your site works the way it is intended.

Related to the issue of functionality is your website’s accessibility. Having a functional website means that everything works the way it is intended; having an accessible website means that it is easy to get to everything. That’s a major consideration if you expect to serve a lot of disabled or impaired visitors (for example, blind surfers who use special readers to help them navigate the Internet). For both functionality and accessibility, you need to limit coding errors as much as possible, check links regularly to make sure they aren’t broken (and fix them promptly when they are), and make sure your site’s content is accessible and visible in all browsers without forcing your users to do anything special to see it.

Does Your Website Have What Your Visitors Want? – Usable Content, More than Usable Design

I’ll address the quality of your content in another article; for now, I’d like to talk about its usability. This may seem like a strange issue, but it’s more important than many site builders think. Are your headlines descriptive enough that visitors know what to expect? For instance, to take an admittedly optimistic example of a news story, "Middle East Leaders Sign Peace Treaty with Israel" is much more descriptive than "Hope for Peace in Middle East Reawakens."

The accuracy of your information also plays a very important role in your content’s usability. If you publish news, you know that inaccurate information can earn you a lawsuit. It can also harm your reputation and convince your visitors to look elsewhere.

As I mentioned, I will address the quality of your content more completely in another article, but it also plays a role in your site’s usability. For example, let’s say you run a website that features directions for how to build birdhouses. It helps if the directions include a list of supplies at the beginning, go through the process step-by-step, and perhaps include some recommendations (such as exactly what kind of paint to use, and why). Photos of the birdhouse as it is being built would also be helpful. Think about what would help you as a visitor, and build accordingly.

I’ve told you the various factors that go into making your site usable. When you are building your website, you should also concern yourself with making sure its design looks professional. Visitors do not trust websites that appear to be "low budget" or only marginally professional — and they won’t buy from someone they don’t trust. Remember what I said earlier about how quickly a visitor can decide whether a site’s design is pleasant or jarring? Well, even if your website isn’t jarring, you have less than seven seconds to convince visitors that you business is professional, and to convey its importance and authority.

This doesn’t mean that your website must be designed by a professional, but it does mean that you need to be aware of the points that differentiate an amateurish-looking site from a professional one. Does your logo look amateurish or professional? Does your color scheme look elegant, or do the colors clash? Is your site’s navigation well-defined? Are you using basic stock photography for your images, or high-quality photography? Does your layout look like a template (too cookie cutter), or does the design allow visitors’ eyes to flow intuitively to the information they need as they need it? The quality of your website’s design is not directly ranked by the search engines, but it can have an enormous effect on your visitors.

In the next article, I’ll discuss what you need to do to ensure that your site’s content is of high quality, and how to attract people to link to your site (hint: it’s not about reciprocal linking). Until next time!

2005年03月26日

Pagerank更新时间表显示,大约在明天就会更新PR。但就是在这个时间,在google的搜索结果中,大量的有名SEO网站被删除。包括dan的loveseo.com,王通的招牌web136.net,小鸟的google123.net等网站。

国内最著名的免费二级域名空间提供商51.net所有信息(主站及所有二级域名)被删除,大量利用51.net来提高排名的网站从此消失。其它也经常被用来作弊的免费两级域名91x.net和91i.net也同时被删除。

王通的另一网站www.seo.org.cn虽没被删除,但其PR已降为0。而他的电子书《GOOGLE排名秘笈》今天刚刚完工,在donews贴了书的目录。

据笔者分析,这次的删除应该是人工清理的。如同前几天Google在其搜索引擎中移除名为National Vanguard的新纳粹主义网站,上几个星期移除1bu.com一样,Google加入了人工检查的方式。Google发言人说:“我们将尽全力保持搜索内容的纯洁性。”

首发:IT学习者

2005年03月06日

  Alexa 排名是目前常引用的用来评价某一网站访问量的一个指标。事实上,Alexa 排名是根据对用户下载并安装了 Alexa Tools Bar 嵌入到 IE 等浏览器,从而监控其访问的网站数据进行统计的,因此,其排名数据并不具有绝对的权威性。但由于其提供了包括综合排名、到访量排名、页面访问量排名等多个评价指标信息,且目前尚没有而且也很难有更科学、合理的评价参考,大多数人还是把它当作当前较为权威的网站访问量评价指标。
  本站查询的数据经 amazon 授权,采集自 amazon 与 Alexa 合作提供的官方 XML 数据,并进行适当加工排版后形成。由于其内部服务器间同步时差等原因,或许与 Alexa 网站显示的数据略有差别,但不影响对整体的判断,甚至提供了比 Alexa 官方网站显示更多的数据。

地址:http://www.123cha.com/alexa/index.php

  站长试用了一下,确实有些数据在alexa看不到。

2005年03月01日

I seem to have created quite a stir, on a particular SEO forum recently. In fact, rumor has it, at one point, my article, “Google’s Trap, DMOZ’s Nap, And Yahoo!’s Crap” was the hottest topic discussed on this particular forum.

The aforementioned article was also bestowed the title of, “Worst SEO Article Ever” by someone on the forum.

Why all the animus? I have no idea. Perhaps they view me as a threat to their livelihood. Whatever the reason, certain SEO’s seem to be taking my articles personally. That’s their problem!

My articles are not aimed directly at SEO’s or search engines per se. My articles are aimed at the people who utilize their services.

I’m trying to get these people to realize, they can’t depend solely on search engines and search engine optimization. You have to have a multi-pronged attack.

I don’t depend on the search engines! I never have. I refuse to play that game. My traffic comes from the dozens of articles I’ve written that have been picked up and published on popular web sites all over the Internet. I also get traffic via word of mouth, newsletters and ezines that my articles are published in, and a few other secret methods that I use.

And you can do the same thing. You just have to get out of that search engine mindset.

There are many other proven and effective ways to market your web site. Here are just a few: e-zines, newsletters, forums, online magazines, sponsor listings on other web sites, exchanging links.

Here are a few offline options: magazines, direct mail, shopper newspapers, cable television, radio, flyers, hospital newsletters, card decks, trade journals and directories, bulletin boards, tabloid newspapers.

Yes, I know Google and Yahoo! are the biggest, most powerful search engine and directory on the planet! Forget about them! Why? Because despite what certain corrupt SEO’s may claim, they CANNOT guarantee you a top ten listing in either Google or Yahoo!

No legitimate SEO would ever make that kind of guarantee in the first place. They couldn’t, because they know they wouldn’t be able to deliver on that promise. Now they may be able to get you to the top of the search engines with certain less popular keywords. However, what good does it do you to rank number one for keywords that nobody searches for?

I want to make one thing perfectly clear, right now. I am not suggesting that all SEO’s are corrupt. I don’t believe that for a second. There are many fine, honest and hardworking SEO’s out there, who are doing a wonderful job for their clients.

I have the utmost respect for people like Jill Whalen, Bruce Clay, Robert Woodhead and many, many other fine and reputable SEO experts. These individuals don’t over-hype their services or your expectations.

They also have excellent rankings on the search engines. So, they definitely know what they’re doing.

Then, there’s the other end of the spectrum–the companies that give good SEO’s like the aforementioned a bad name. I’m sure you’ve all seen some of these headlines:

“Top 10 and Top 20 Rankings Guaranteed!”

“Guaranteed Number 1 Ranking!”

“Guaranteed Top Ranking!”

“Top 10 Placement Guaranteed!”

Well, the next time you see this kind of advertisement, make a mental note to check out that company’s ranking. You’ll be shocked at what you find out. Some of these companies making these outrageous claims are ranked at number 3 million. That’s not an exaggeration!

Now let me point out something very important to you. A company’s search engine ranking doesn’t always tell the whole story. I know of many companies making a nice living on the Internet that aren’t ranked that highly in the search engines. You probably know a few yourself. You may even be one of those companies.

However, if you’re considering hiring an SEO, I think where they rank is very important. Why? Because if they aren’t capable of getting their own web site a high ranking, how can they possibly achieve a high ranking for someone else? They can’t!

You should bear that in mind, when checking out SEO’s.

2005年02月28日

国外SEO参考网站
http://www.seolist.com
http://www.dipsie.com
http://www.seoconsultants.com
http://www.diy-seo.com
http://123-search-engine-optimization.com/engines.html
http://www.seocompany.ca
http://www.TrafficZap.com
http://www.siteowner.com
http://www.seoconsultants.com
http://www.optimizekit.com/kb
http://www.submitawebsite.com
http://www.indiaseo.com
http://www.searchguild.com
http://www.searchengineoptimism.com
http://www.suchmaschinen-optimierung-seo.info
http://www.submitawebsite.com
http://www.seo-help.com
http://www.seojournal.com
http://www.realseo.com
http://www.seo-scoop.com
http://www.seo-guy.com
http://www.seoinc.com
http://www.seochat.com
http://www.seo-usa.org
http://www.seotody.com
http://www.lilengine.com
http://www.seobook.com
中文SEO参考网站
http://www.seonet.net
http://www.loveseo.com
http://www.cnseo.org
http://www.seo.org.cn
http://www.chinaseo.com
http://www.zhengcompany.com/cn/index.htm
http://www.chinaseo.org
http://www.cnppp.com
http://www.dnp.cn
http://www.googlepaiming.com
http://www.yourgoogle.com
http://www.myrank.net
http://www.google888.com
http://linux.dalouis.com/pagerank_cn.htm
http://www.dinmo.net
http://www.china-rank.com
http://www.seov.net
http://www.ixue.net
http://www.seozone.net
http://www.gccgle.com
http://www.google8.com
http://www.google123.com
http://www.chineseseo.org
http://www.egoogle.cn
http://www.ecentral.cn

从PR0一直到PR10,他们拥有所有PR值的页面。

http://www.pr10.darkseoteam.com

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烤鸡、鸡、五香脱骨扒鸡、烤鸭、粥吧、 意大利馅饼、馅饼制作方法、烙馅饼、粥店、西饼设备西饼屋加盟、西饼加盟、西饼店、西饼屋、西饼、风味小吃加盟连锁店、风味小吃连锁店、风味北京风味小吃、风味小吃、饮食、北京餐饮、餐饮业投资项目、餐饮加盟连锁店、餐饮业连锁店、餐饮、餐饮业、餐饮全国连锁店、餐饮业管理、美食天地、东方美食、餐饮项目、餐饮连锁店、潮州卤、八珍烤鸡、香酥鸡、盐水鸡、酱鸡、童子鸡
分组名称: 食品
美食、餐饮服务、餐饮加盟、餐饮连锁、餐饮管理、快餐连锁店、美食快餐、方便面、快餐面、快餐加盟、快餐连锁、绿色食品、保健食品、西式快餐、中式快餐、面条、火锅、快餐、咖啡屋、咖啡吧、甜咖啡、咖啡店、咖啡馆、饮食连锁、饮食加盟、快餐公司、黑巧克力、白巧克力、爱情巧克力、爱心巧克力、自制巧克力、巧克力火锅、巧克力蛋糕、浓情巧克力、手工巧克力、食品添加剂
分组名称: 家居
家居饰品店、家居小摆饰、家居摆饰、家居用品、智能家居、家居装潢、时尚家居、家居设计、家居装修、家具装饰、家居装饰、家居、沙发布、充气沙发、真皮沙发、沙发床、家具设计、窗帘杆、窗帘布艺、玻璃吊灯、木质家具、沙发、床具、窗帘、磁砖、木质地板、灯饰、家装、布艺、家居饰品加盟、时尚家居饰品、布艺家饰、家装家饰、家饰礼品、家具家饰、家饰加盟、家饰装潢、家饰批发、时尚家饰、家饰用品、家饰装修、美家饰品、家饰、家居家饰
分组名称: 汽车
汽车节油器、节油器、车饰连锁、车饰专卖、车饰店、车饰品、个性车饰、汽车、汽车饰品连锁、汽车美容连锁、汽车连锁、汽车品牌、汽车保养、汽车防盗、汽车修配厂、汽车装饰、汽车用品、汽车维修、汽车配件、汽车改装、汽车音响、汽车美容
分组名称: 美容
美容加盟、养生美容、健康时尚、瑜伽美容、美容、激光除痣、面部除螨、激光褪毛、激光去疤、足部去角质、身体去角质、去角质层、去角质产品、除皱眼霜、除皱笔、面部除皱、长效除皱、去斑方法、染护发素、美容面膜、水果面膜、面膜纸、修复皮肤、整容、褪毛、去疤、去角质、除皱、锔油与健康、日彩锔油、女子养颜、儿童护肤、女子美容、如何美容、美容去斑、美容中心、美容店、美容连锁、美容用品、生物美容、果蔬美容、面部美容、医疗美容、皮肤美容美容仪器、时尚美容 、美容瘦身、 美容养颜、 水果美容、健康美容、中医美容、家庭美容、男士美容、饮食美容、美容化妆、美容产品、医学美容、整形美容、美容化妆品、美容知识、美容护肤、美容食谱
分组名称: 默认组
保洁服务、保洁用品、清洗保洁、清洁、保洁、 塑料模具、塑料包装、塑料原料、塑料袋、塑料、塑料机械、塑料制品、废旧塑料再生、废旧塑料、牛饲料配方、养猪业、养猪新配方、饲料加工机、养猪速长配方、饲料加工工艺、饲料加工设备、饲料加工、饲料粉碎加工机械、兔颗粒饲料、颗粒饲料、秸杆饲料加工机械、全价颗粒饲料、饲料颗粒机械、颗粒饲料、环模式颗粒饲料机、饲料颗粒膨化机、秸秆颗粒饲料机、小型颗粒饲料机、牛饲料、饲料生产、养猪饲料、鱼饲料、养猪饲料配方、饲料加工机械、颗粒饲料机、养殖与饲料、淡水养殖、养殖技术、种植养殖、热带鱼养殖、特种养殖、花卉养殖、生物饲料添加剂、生物发酵饲料、粗饲料加工、秸秆饲料生产、粗饲料喂猪技术、秸秆发酵饲料、秸秆菌体蛋白饲料、秸秆饲料机秸秆饲料加工设备、饲料厂、秸秆生物饲料、猪饲料、饲料添加剂、养殖饲料、养殖、生物饲料粗饲料、粮食饲料、秸秆饲料饲料
分组名称: 招商
致富经、致富信息、创业致富、连锁加盟店、招商加盟项目、特许、创业投资、致富、招商、加盟连锁店、招商加盟、加盟店、连锁加盟、如何创业、创业指南、创业项目、大学生创业、经销、专营、代理、加盟、连锁、创业、商机
招商、商机、创业、 连锁、加盟、代理、 专营、经销、创业项目、创业指南、如何创业、连锁加盟、加盟店、招商加盟、加盟连锁店、致富、创业投资、特许、招商加盟项目、创业致富、连锁加盟店、致富信息、致富项目、品牌专卖店、代理招商、热点投资、热门投资、招商热门、招商热点、投资项目、项目投资、热门赚钱项目、热门行业、热门品牌专卖、热门经营项目、投资热门项目、投资热门行业、小型投资项目、个人投资项目、品牌加盟、项目经营、热门行业投资、特许加盟连锁店、诚征商品合作代理、诚征商品代理、特许加盟连锁、个人投资好项目、好项目、个人小型投资项目、热门项目经营、开店创业、创业开店、连锁品牌、品牌代理、品牌店加盟、连锁品牌专营店、独家代理、地区代理、产品代理、项目代理、业务代理、中国代理、商品代理、特许连锁店、特许经营、品牌连锁店、热门项目、赚钱热门、投资热门 投资热点、开店、投资开店、开店加盟、加盟行业、产品经销、热门经销

招商、加盟、连锁、招商加盟、加盟店、连锁店、连锁加盟、加盟连锁、创业、投资、连锁加盟店、加盟连锁店、致富、致富信息、特许加盟、特许经营、连锁经营、加盟项目、代理商

2005年02月23日

Search Engine Optimization (SEO) - the basics
( How to improve your Search Engine Rankings )


Most people think of search engine optimization to improve their search engine rankings as being such a skilled task that, without putting a great deal of time and effort into it, it is simply beyond their capabilities. Wrong! Yes, improving search engine rankings in competitive topic areas does require a good deal of knowledge and expertise and search engine optimization experts are needed, but most websites aren’t in very competitive areas. Many of them can achieve top rankings by applying just the search engine optimization basics - which can be learned in less than 30 minutes. 


This article lays out the basics of search engine optimization. It can be well worthwhile trying them before paying an expert as, oftentimes, the basics are all that’s needed. 


NOTE: the SEO copywriting method (a.k.a. search engine optimization copywriting) applies these basics to a site’s existing pages. It doesn’t go into more advanced search engine optimization techniques that require more knowledge and expertise. 


What is Search Engine Optimization?
Search engine optimization is the process of achieving top rankings in the search engines for a website’s most relevant search terms. The most relevant search terms are the phrases that people are most likely to type into a search engine when looking for what the website has to offer. These are the search terms that it is essential to rank highly for, and these are the search terms that search engine optimization targets. 


The first step is to choose the most suitable search terms for your site. Then allocate one or two of them to each suitable page within the site. One search term per page is preferable, but two per page is not so bad. Sometimes it is useful to split a largish page, that covers several closely related topics or several aspects of a topic, into two or more smaller pages so that a different search term can be targeted on each of them. Matching search terms to a page’s content is essential. 


NOTE: smaller pages are better than larger ones because it is easier to target a search term when there is less text on the page to dilute the focus. 


Search Engine Optimization - the basics
Link structure within the site 


An obvious, but sometimes overlooked, aspect of search engine optimization is to make sure that search engine spiders can actually find (crawl) all of the site’s pages. If they can’t find them, they sure as hell won’t get spidered and indexed, and no amount of search engine optimization on them will help. 


Some points to note 

Spiders can’t see links that are accomplished by javascript so, as far as search engines are concerned, they don’t exist. Don’t use them if you want spiders to follow your links. 
Google won’t spider any URL that looks like it has a Session ID in it, so URLs with longish numbers in them must be avoided. These are usually dynamic URLs. 
Make sure that all pages link to at least one other page. Links to pages that don’t link out are called ”dangling links”, and the reason to avoid them can be found here. 
It is good to structure the internal links so that targeted search terms are reinforced. E.g. organize the links so that a topic’s sub-topic pages link to the topic page with the right link text (see below), and vice-versa. 
Off-page elements 


Link text 
<a href=”url”>some link text</a> 
This is one of the two most important elements for good rankings. The link text can be on pages within the site or on other sites’ pages. Either way, it is important. The target page’s main search term should be included in the link text. When possible, don’t use identical link text for every link that links to a page, but do include the target page’s main search term in the link text. 


Google attributes link text to the target page - as actually being on the target page, and it treats it’s pseudo-presence as being an important element of the target page. Links carry even more weight if the text around them is concerned with the target page’s topic and search term(s). 
On-page elements 


The Title tag 
<title>some title words</title> 
This is second of the two most important elements for good rankings. Make sure that the page’s search term is contained in this tag, and place it as near to the front as is reasonable, whilst ensuring that it reads well. There’s nothing wrong with placing the search term up front on its own, followed by a period; e.g. ”Pagerank. Google’s PageRank and how to make the most of it”. The target search term is, of course, ”PageRank”. Obviously each page’s Title tag should be different to the Title tags on the site’s other pages. 


The Description tag 
<meta name=”description” content=”a nice description”> 
Some search engines, such as Google, don’t display the Description like they used to do but, even so, it should still be included in each page for those engines that do, and for the odd times when even Google displays it. Write an appealing description for the page and incorporate the page’s search term into it at least once and, preferably, twice. Place one instance of it at the start or as near to the start as is reasonably possible. 


The Keywords tag 
<meta name=”keywords” content=”some keywords”> 
The words in the Keywords tag were never treated as keywords by the search engines; they were treated as text on the page. The tag isn’t as effective as it used to be but there is no reason to leave it out. So put plenty of relevant keywords into the tag and include the search term once at the front, and a second time further along the line. There is no need to seperate keywords and keyphrases with commas, as is often done, since the engines ignore commas. 


The H tag 
<Hn>some heading words</Hn> 
“n” is a number from 1 to 6; the biggest heading size being 1. H tags are given more weight than ordinary text and, the bigger the H size, the more weight it receives. So include the target search term in H tags at least once on the page, and two or three times if possible. Also, place the first H tag as near to the top of the page as possible. 


Bold text 
Bold text is given more weight than ordinary text but not as much as H tags. As much as is reasonable, enclose the search term in bold tags when it appears on the page. 


Text 
Use the search term as often as you can on the page whilst not detracting from the page’s readability. Make sure that you use the term once or twice very early in the page’s body text and as often as possible throughout. Reword small parts, and even add sentences, to make sure that the search term is well represented in the text. 


In all probability, each word in the search term will be found on the page seperate from the search term itself. This is good. In fact, if they are not there on their own, add a few of them through the page. 


Alt text 
<img src=”url” alt=”some alt text which is displayed on mouseover”> 
Include the search term in the alt text of all images on the page. Keep in mind that some systems such as Braille readers and speach synthesisers use the alt text, so you might want to make them usable whilst including the search term. 


Summary
Select your main search terms. 
Allocate each search term to a suitable existing page. Split some pages if necessary. 
Organize the internal linkages and link text to suit the target search terms and their pages. 
If possible, organize links from other sites to suit the target search terms and their pages. 
Organize all the on-page elements to suit each page’s target search term. 
Sit back and watch your rankings improve!

2005年02月21日

Inbound link text: 10 points. 
title: 10 points. 
domain name: 7 points. 
large h1-h2 headings: 5 points. 
first sentence of first paragraph: 5 points. 
path or filename: 4 points. 
proximity (multi kws): 4 points. 
beginning of a sentence 1.5 points. 
bold or italic text: 1 point. 
usage in text: 1 point. 
title attribute: 1 point. 
alt tag: .5 point. 
meta descrip: .5 point. 
meta keywords: .05 point.

2005年02月19日

如何提高在Google中的排名(3)

——Search Engine Friendly的URL设计

作者: 车东 Email: chedongATbigfoot.com/chedongATchedong.com

写于:2003/05

版权声明:可以任意转载,转载时请务必以超链接形式标明文章原始出处和作者信息及本声明
http://www.chedong.com/tech/google_url.html

关键词:”url rewrite” mod_rewrite isapirewrite path_info “search engine friendly”

内容摘要:

此外随着互联网上的内容以惊人速度的增长也越来越突出了搜索引擎的重要性,如果网站想更好地被搜索引擎收录,网站设计除了面向用户友好(User Friendly)外,搜索引擎友好(Search Engine Friendly)的设计也是非常重要的。进入搜索引擎的页面内容越多,则被用户用不同的关键词找到的几率越大。在Google的算法调查一文中提到一个站点被Google索引页面的数量其实对PageRank也是有一定影响的。由于Google 突出的是整个网络中相对静态的部分(动态网页索引量比较小), 链接地址相对固定的静态网页比较适合被Google索引(怪不得很多大网站的邮件列表归档和按月归档的文档很容被搜的到),因此很多关于面向搜索引擎 URL设计优化(URI Pretty)的文章中提到了很多利用一定机制将动态网页参数变成像静态网页的形式:
比如可以将:
http://www.chedong.com/phpMan.php?mode=man&parameter=ls

变成:
http://www.chedong.com/phpMan.php/man/ls

实现方式主要有2种:

把URI地址用作参数传递:URL REWRITE

最简单的是基于各种WEB服务器中的URL重写转向(Rewrite)模块的URL转换:
这样几乎可以不修改程序的实现将 news.asp?id=234 这样的链接映射成 news/234.html,从外面看上去和静态链接一样。Apache服务器上有一个模块(非缺省):mod_rewrite:URL REWRITE功能之强大足够写上一本书。

当我需要将将news.asp?id=234的映射成news/234.html时,只需设置:
RewriteRule /news/(\d+)\.html /news\.asp\?id=$1 [N,I]
这样就把 /news/234.html 这样的请求映射成了 /news.asp?id=234
当有对/news/234.html的请求时:web服务器会把实际请求转发给/news.asp?id=234

而在IIS也有相应的REWRITE模块:比如ISAPI REWRITEIIS REWRITE,语法都是基于正则表达式,因此配置几乎和apache的mod_rewrite是相同的:

比对于某一个简单应用可以是:
RewriteRule /news/(\d+)\.html /news/news\.php\?id=$1 [N,I]
这样就把 http://www.chedong.com/news/234.html 映射到了 http://www.chedong.com/news/news.php?id=234

一个更通用的能够将所有的动态页面进行参数映射的表达式是:
把 http://www.myhost.com/foo.php?a=A&b=B&c=C
表现成 http://www.myhost.com/foo.php/a/A/b/B/c/C。
RewriteRule (.*?\.php)(\?[^/]*)?/([^/]*)/([^/]*)(.+?)? $1(?2$2&:\?)$3=$4?5$5: [N,I]

通过URL REWRITE还有一个好处就是隐藏后台实现,这在后台应用平台的迁移时非常有用:当从asp迁移到java平台时,对于前台用户来说,更本感受不到后台应用的变化。

比如我们需要将应用从news.asp?id=234迁移成news.php?query=234时,前台的表现可以一直保持为 news/234.html。从实现应用和前台表现的分离:保持了URL的稳定性,而使用mod_rewrite甚至可以把请求转发到其他后台服务器上。

基于PATH_INFO的URL美化

Url美化的另外一个方式就是基于PATH_INFO:
PATH_INFO是一个CGI 1.1的标准,经常发现很多跟在CGI后面的”/value_1/value_2″就是PATH_INFO参数:
比如
http://www.chedong.com/phpMan.php/man/ls,中:$PATH_INFO = “/man/ls”

PATH_INFO是CGI标准,因此PHP Servlet等都有的支持。比如Servlet中就有request.getPathInfo()方法。
注意:/myapp/servlet/Hello/foo的 getPathInfo()返回的是/foo,而/myapp/dir/hello.jsp/foo的getPathInfo()将返回的 /hello.jsp,从这里你也可以知道jsp其实就是一个Servlet的PATH_INFO参数。ASP不支持PATH_INFO,

PHP中基于PATH_INFO的参数解析的例子如下:
//注意:参数按”/”分割,第一个参数是空的:从/param1/param2中解析出$param1 $param2这2个参数
if ( isset($_SERVER["PATH_INFO"]) ) {
    list($nothing, $param1, $param2) = explode(‘/’, $_SERVER["PATH_INFO"]);
}

如何隐蔽应用:例如 .php,的扩展名:
在APACHE中这样配置:
<FilesMatch “^app_name$”>
    ForceType application/x-httpd-php
</FilesMatch>

如何更像静态页面:app_name/my/app.html
解析的PATH_INFO参数的时候,把最后一个参数的最后5个字符“.html”截断即可。
注意:APACHE2中缺省是不允许PATH_INFO的,需要设置
AcceptPathInfo on

特别是针对使用虚拟主机用户,无权安装和配置mod_rewrite的时候,PATH_INFO往往就成了唯一的选择。

OK,这样以后看见类似于http://www.example.com/article/234这样的网页你就知道可能是 article/show.php?id=234这个php程序生成的动态网页,很多站点表面看上去可能有很多静态目录,其实很有可能都是使用1,2个程序实现的内容发布。比如很多WIKIWIKI系统都使用了这个机制:整个系统就一个简单的wiki程序,而看上去的目录其实都是这个应用拿后面的地址作为参数的查询结果。

利用基于MOD_REWRITE/PATH_INFO + CACHE服务器的解决方案对原有的动态发布系统进行改造,也可以大大降低旧有系统升级到新的内容管理系统的成本。并且方便了搜索引擎收录入索引。

附:如何在IIS上利用PHP支持PATH_INFO

PHP的ISAPI模式安装备忘:只试成 php-4.2.3-Win32

解包目录
========
php-4.2.3-Win32.zip c:\php

PHP.INI初始化文件
=================
复制:c:\php\php.ini-dist 到 c:\winnt\php.ini

配置文件关联
============
按照install.txt中的说明配置文件关联

运行库文件
==========
复制 c:\php\php4ts.dll 到 c:\winnt\system32\php4ts.dll

这样运行后:会发现php把PATH_INFO映射到了物理路径上
Warning: Unknown(C:\CheDong\Downloads\ariadne\www\test.php\path): failed to create stream: No such file or directory in Unknown on line 0

Warning: Unknown(): Failed opening ‘C:\CheDong\Downloads\ariadne\www\test.php\path’ for inclusion (include_path=’.;c:\php4\pear’) in Unknown on line 0

安装ariadne的PATCH
==================
停止IIS服务
net stop iisadmin
ftp://ftp.muze.nl/pub/ariadne/win/iis/php-4.2.3/php4isapi.dll
覆盖原有的c:\php\sapi\php4isapi.dll

注:
ariadne是一个基于PATH_INFO的内容发布系统,
PHP 4.3.2 RC2中CGI模式的PATH_INFO已经修正,照常安装即可。

参考资料:
URL Rewrite文档:
http://www.isapirewrite.com/docs/
http://httpd.apache.org/docs/mod/mod_rewrite.html
http://httpd.apache.org/docs-2.0/mod/mod_rewrite.html

搜索引擎友好的URL设计
http://www.sitepoint.com/article/485
说不定这个URL原来就是articel.php?id=485

一个基于PATH_INFO的开源内容管理系统
http://typo3.com/

Google没有索引什么?
http://www.microdocs-news.info/newsGoogle/2003/05/10.html

Google的PageRank说明:
http://pr.efactory.de/