Search Engine Optimization (SEO) includes both on-page and off-page optimization, which is optimized to make a website conform to the rules of search engines, be recognized, and rank naturally. Both of these optimizations are the focus of SEO. The following will explain the T&D (Title and Description), Keywords, and website updates of internal site optimization.
Distinguish between site categories before optimizing, as different types of sites have different on-page optimization methods. The three common types of websites are: informational websites, B2B corporate websites, and B2C merchandise websites.
Google’s T&D requirements for all websites are the same, i.e. 60 words for Title and 220 words for Description.
Let’s take a look at the precautions for T&D, Keywords, and content update and optimization of these three types of websites.
一、資訊類網站
Informative websites are content marketing, and some third-party platforms that introduce brands or products are informational websites, such as news or advertising. We all need this kind of platform when we do brand marketing, because it is a third-party mass information network, which attracts visitors to understand the brand or product information with a large amount of high-quality content. These sites usually share the user experience and opinions of a brand or product from a more objective and neutral perspective, or report some corporate news.
Information website T&D: Title and Description need to be engaging to attract visitors to the website, so T&D optimization is particularly important.
1. Use interrogative sentences in the title to fit the searcher’s mind. Because searchers search for information with some questions, they will search for questions directly in the search engine.
2. Quoting titles with numbers, e.g., 5 methods, 10 paragraphs…., 6 …
3. Use exaggerated adjectives, such as best, fast, easy, which people will want to click on because they want to solve their urgent needs quickly and efficiently. Of course, the content of the article should be in line with the title to provide readers with a consistent and good reading experience, if your article “does not live up to its name”, it will inevitably make people feel cheated.
Keywords: You can choose keywords in the form of questions, that is, the keyword is a phrase interrogative sentence. These types of keywords can be headlines in their own right. Google likes this kind of question, and it forms Google’s featured snippet (i.e., Google Snippet). Google Snippet is more powerful than organic results, and it can show images, videos, and text. However, not all keywords can form Google Snippet, and keywords with question form, such as: how, what, why, etc., have a greater chance of forming Google Snippet
There are also noun keywords, such as: smd board. A website that wants to rank for this keyword can start by explaining what an SMD board is and what it does. (What is smd board) A surface-mount device or SMD is an electronic device for…
How to get keywords:
1. People also ask
2. Related searches
3. Ahrefs（SEO工具）
Information website update: In terms of content arrangement, we need to share the user experience from the perspective of consumers. The effect will be better if there are authoritative experts, celebrities, or accounts with a certain amount of traffic to share. At the end of the article, you can recommend articles from authoritative platforms, link to authoritative platforms, and selflessly contribute to readers, and Google will also like this spirit of dedication.
The underlying code updates are for search engines. If a media site is frequently updated with articles, the homepage and category pages can be updated frequently at the code level. And what we want to pay attention to is the update of the article page. Take this interface as an example: after I publish this article, basically this page will not be updated. Every time Google comes to this page, the content is this article, which means that this page can’t be updated. But we need to make the article page like this also update, what should we do? You can start with “Related Recommendations”. There are four recommended articles under this article, and if the four articles are fixed, this page cannot be updated, so we want to make these four recommended articles change frequently.
We can set substitution rules for “related recommendations”, such as sorting by number of views, or ranking by articles with up to the same hashtag as the article above, or by when the article was published. If you want to replace by when the article was published, you need to pay attention to how often the site publishes new articles. If your site is updated at an erratic rate, sometimes without new articles for a long time, the four recommended articles at the bottom of all your articles page will be the same and cannot be updated. If this happens often, search engines will think your site is unstable. In order to cater to the search engine’s requirements for fixed, periodic updates of the website, we can use a program to reorder four articles at regular intervals to update the article page regularly. B2B or B2C websites generally have blogs, and you can also refer to this update model.
二、B2B企業網站
Many B2B websites are engaged in export trade, and the biggest difference in SEO from other types of websites lies in the selection of keywords and landing pages.
B2B business website T&D: B2B keywords are often concentrated on one page, for example, I introduce a certain product on a page, and this product can be expanded into many SEO terms. This makes it difficult to design titles, especially in English. Because the English character is relatively long, the two characters together are already almost 60 characters.
When we choose the Landing Page for SEO keywords, the general difficulty words will choose the main structure of the website menu, because these pages are the bridge of the whole website. All pages of the website will have menus, and they are also the pages with the highest frequency of search engines, so we chose these pages as the landing pages for SEO key words. If a page has several words, but the SEO standard is that a page has no more than 3 keywords, how can you write multiple words in a title without more than 60 characters? For example, in the following example, when our keywords contain relationships, we sometimes have more than 3 keywords on a page. In this case, one long keyword contains several short keywords. We usually edit these words into a short sentence, although some words are separated, but the whole title contains keywords, which can also be used for SEO.
B2B Business Website Keywords: What exactly are the keywords that SEO does and where do you get them? We can use professional tools like SEMrush and ahrefs (for a fee) to refer to competitors’ websites. When choosing SEO keywords, I recommend using SEMrush because it shows the keywords that multiple competitors are doing at the same time, allowing us to compare the same and different keywords. SEMrush also shows competitors’ rankings for different keywords and external links, which is very valuable for reference.
B2B websites, such as targeting long-tail words, can more accurately target customer groups, because B2B customers are not ordinary consumers but wholesalers. This type of customer already has a certain understanding of the product or brand they want to buy, and they want to search for product model, product performance, and product parameters when searching for keywords, so they will directly enter long-tail words. Although the search volume for these words is not large, they are searched for by a very precise customer base.
B2B business website updates: When updating the content of a B2B website, you can’t share the user experience from a third-party perspective like a media platform, so as not to give people the impression of selling and boasting. B2B website content can actually write about the functionality and features of some products. How-to guides and FAQs can be used as updates to the website. At the code level, these sites are usually updated in the blog section or corporate news section. For tips on updating these sections, you can refer to the information website update method I mentioned above. It’s worth noting that you need to call updates to the homepage for blog or corporate news, so that the homepage is updated regularly. Whenever you upload a new article, the homepage will show you the new articles (usually the most recent three to six articles).
When updating a blog or news, you can build an internal link for your SEO landing page. (See image below)
三、B2C商品網站
T&D for B2C merchandise websites is easier to design than B2B websites. B2C keywords are generally product pages, and usually one page per product, unlike B2B websites that use the same page for multiple words, so there is no need to deliberately use multiple keywords when designing B2C website titles. A Description can be a simple introduction to the product. For example, when the product on the B2C website is a large number of models, the Description can be generated by extracting part of the model content. For example, the description of the product page combines the model name, the brand of the product, the price, and the estimated delivery date into one sentence. The descriptions of all product pages are combined in this way, so that the descriptions of the product pages are not duplicated.
Keywords:
1. Brand name + product
2. Product + Performance
3. Product + Model
4. Product + Parameters
B2C merchandise website updates: Updating this type of website requires a program to reorder the products on a weekly basis, as each reorder is an update for search engines. In addition, customer reviews are also part of the website update, so it is recommended to create a comment section for the website.
Google Merchant Center
Google Merchant Center has emerged as a prominent feature on the first page of Google searches, presenting a shopping-oriented panel that stands out with its rich visual appeal. This panel, known as Google Merchant Center, is a complimentary tool introduced by Google for e-commerce platforms, designed to facilitate the discovery of products directly on Google. It showcases a diverse array of merchants or platforms, displaying products in a multi-row format with four items per row, each accompanied by an image, brief description, price, shipping details, and ratings. On the left side of Google, key filtering criteria are provided, enabling users to swiftly narrow down their search based on vital product attributes such as price, material, brand, capacity, volume, ingredients, and functionality. This streamlined approach saves shoppers the hassle of browsing through numerous websites, allowing them to make informed decisions at a glance. The Merchant Center has become a pivotal showcase for online marketplaces on Google’s prime real estate.
