The principle of search engine optimization
Search Engine Optimization (SEO) is to make the basic elements of website construction suitable for the search engine’s search principles and make it more user-friendly according to the search engine’s search characteristics for web pages, so as to obtain as many search engine inclusions as possible and rank high in the search engine’s natural search results, and finally achieve the goal of website promotion and brand building. The process of search engine optimization is reverse reasoning, which achieves the pre-set ranking target by setting up a website structure, content, code and external links that conform to the search engine index sorting algorithm, and achieves the purpose of marketing promotion by obtaining traffic through ranking.
Characteristics of search engine optimization
1. Advantages of SEO
① Low cost. SEO is a “free” search engine marketing method. For personal websites, as long as they master certain search engine optimization techniques, they can achieve their goals. For enterprises, they only need to hire professional technicians or let an agency company perform agent optimization, and the cost of website optimization is much cheaper than bidding advertising.
② Strong stability. A website that has been ranked well using regular website optimization techniques will have a very strong ranking stability as long as it is properly maintained, and its position may not change for several years.
③High accuracy. Most of the users obtained through search engine optimization are based on search needs, which is much more accurate than those advertising promotions, so the conversion rate is also high. Because the landing page of bidding ads is relatively simple, most of them point to the homepage instead of the page that users really need.
④No need to worry about invalid clicks. The ranking of websites optimized by regular SEO technology is relatively stable. It is a natural ranking and will not be paid per click. No matter how competitors click, the company’s expenses will not be wasted.
⑤All search engines are common. The biggest advantage of website optimization is that there is no independence of search engines. Even if users only require optimization for Google, the ranking will be improved accordingly, whether it is Bing, Yahoo or other search engines, which will bring more effective visitors invisibly.
2. Disadvantages of SEO
①Slow effect. It is not possible to achieve ranking quickly through website optimization. It takes 2 to 3 months for words of general difficulty, and 4 to 5 months or even longer for words of greater difficulty. It is recommended to optimize the website during the off-season, so that the ranking will be basically stable during the peak season.
② Uncertainty of ranking. Since search engines have different rules for ranking, it is possible that one day a search engine will change its ranking rules, and then the original ranking position may change, which is a normal phenomenon.
③ The ranking position is after the bidding ranking. This is determined by the rules of the search engine. The position of the natural ranking can only be after the website with the bidding ranking.