Baidu SEO II

1. 2013-04-19 [School] Baidu SEO - A Practical Guide (https://speakerdeck.com/androchen/baidu-seo-a-practical-guide/)
2. 2013-05-03 [School] Baidu SEO II (https://speakerdeck.com/androchen/baidu-seo-ii)

Transcript

1. [School] Baidu SEO II
 - Detailed Optimization with Case Study and Tools 2013-05-03" Andro Chen 陳俊安" andro0929@gmail.com" beBit Taiwan
2. Agenda •  Quick Review" •  User Scenario" •  How to Choose Keyword" •  Scientific SEO" •  Perfectly Optimized Page" •  Detailed Page Optimization" •  Detailed Link Optimization" •  Case Study – Plaza Dancing" •  Tools in China" •  Conclusion" •  Q & A 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 2
3. Quick review •  Always stand in users' shoes" •  SEO for user = SEO for search engine" •  Search engines want to find the best result for user" •  Content is everything - original & fresh" •  Links count" •  External links are often more important than internal links" •  Solve 95% basic problems" •  Then do some SE-specific tricks" •  Analyze traffic & appropriate keywords" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 3
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6. 2011 Google Ranking Factors 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 6 By SEOMoz 
7. •  Data Monitoring + SEO Plan + Details! •  SEO Traffic = #Index * Rank Score * CTR" " "= (_a*#Index) * (_b*Rank Score) * (_c*CTR)" " "= _a' * [ _d*#Crawl + _e*Page quality ] * Rank Score * CTR" Scientific SEO 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 7 #Index = #Crawl + Page quality" #Crawl = Crawl time / Single page download time" Crawl time = Avg crawl time * crawlers" Page quality = Originality + Freshness" CTR = #Click / #Display " Weights: _a, _b, _c"
8. Perfectly Optimized Page 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 8 •  Structure" •  title, h1, h2" •  meta keywords, description" •  img alt" •  Links" •  Internal vs. External" •  Keywords" •  Must appear in first 100 words"
9. Detailed Page Optimization •  Tags" •  Unique title" •  Use - > |
 " •  <strong>, <i>" •  Length" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 9 •  Keywords" •  In both title & content" •  Meta keyword: 3 ~ 4 / page" •  Customize every page
 " •  Links" •  Related Internal + Outlinks" •  Keywords in anchor text" •  Iron man’s armor is made by…
10. Detailed Link Optimization 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 10 •  Ranking-related factors" # Total domains! # Total high quality links" # Total external links" •  Check Links by Tools"
11. Detailed Link Optimization – SE Backlinks Analysis •  Network metaphor" •  Links" •  Quantity" •  Increase speed" •  Anchor text " •  Position" •  Other links on backlink’s site" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 11 •  Site" •  Quality – Baidu Weight(Non- official), Google PR" •  Site topic/content of backlink" •  Age of backlink’s site
 " •  User Behavior" •  Click through rate" •  Visit duration"
12. Case Study - Plaza Dancing 广场舞 •  Keywords Analysis + Mining" •  Long tail keywords | # Search/day | Reason" •  By Baidu Phoenix System " •  Classify Keywords" •  Adjective + Plaza Dancing •  Plaza Dancing + Song •  Plaza Dancing + Team •  Select Keyword" •  Plaza Dancing Wife is biggest" •  Plaza Dancing cannot hurt" •  cannot hurt Plaza Dancing" •  Baidu Weight - Baidu Index 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 12
13. Case Study - Plaza Dancing 广场舞 •  Content" •  Keywords -> content" •  Content -> keywords" •  Original & Integrated" •  Clear layout & structure" •  Breadcrumb Trail •  Related Videos" •  Hot Articles" •  High authority links" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 13 6 months Results" - 10,000+ IP/day" - Baidu Rank #3! - Baidu Index" Avg = 67,000" Max = 140,000"
14. Tools in China •  Mainstream tools" •  Baidu ZhanZhang" •  Chinaz" •  SEOWhy" •  AiZhan" •  Divided by function" •  Baidu Statistics ~= Google Analytics" •  Site Management Tools" •  Independent Tools" •  SEO suggestions" •  Keyword Analysis (suggestions)" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 14 •  SEO Candidate List " •  WanDot" •  Sseoo" •  Seocgr
15. Comparison – Tools •  Site Management Tools! •  Site information, settings! •  Baidu ZhanZhang " •  ChinaZ – webmaster" •  Independent Tools" •  SEO / Keywords suggestion! •  Baidu ZhanZhang, Index" •  ChinaZ Tools" •  SEOWhy" •  AiZhan" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 15 •  Traffic Analysis Tools! •  Tends to show analytical data" •  Baidu Statistics" •  Google Analytics
 " •  Traffic Statistics Tools! •  Shows raw data" •  51.la" •  CNZZ"
16. 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 16 •  Keywords
 Filter" •  Trend" •  Notability" •  Long-tail"
17. 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 17 •  Location" •  Gender" •  Age" •  Occupation" •  Education
18. Keyword Selection Analysis  •  Baidu Index" •  Impression & notability 
 of last 30 days" •  Search Volume" •  # Indexed Pages" •  Current Ranking" •  Long-tail Mining" •  Difficulty / Cost 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 18
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22. Keywords SEM
 Avg Price 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 22 •  RMB 1500 ~ 15000+ 
 / keyword / year" •  Rank Top10" •  3~6 months"
23. Features \ Independent Tools" Baidu (ZhanZhang / Index)" ChinaZ" SEOWhy" AiZhan" SEO Comprehensive" V (Z)" V" V" V" SEO Suggestion" V (Z)" V" V" X" Keywords" " " " " Baidu Index" V (I)" V " V" V" Difficulty Analysis" V (I)" V" V" V" Mining" V (I)" V" V" V" Ranking" X" V" V" X" Density / Recommendation" X" X" V" X" Conclusion" Official recommendation" Rich information" Clear Page" Rich information" Clear page" several information" Comparison – Independent Tools 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 23  
24. Conclusion •  Detailed Optimization with Case Study and Tools" •  Choose keywords for every single page" •  Consideration" •  Traffic?" •  Conversion rate -> Profit" •  Observe social trends" •  Proficient in Tools to explain data" •  Prediction" •  Modification" •  Validation" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 24
25. Reference •  《實戰SEO：60天讓網站流量增加20倍》" •  Case Study – Plaza Dance" •  Mainstream SEO Tools Analysis" •  SEO, PPC, or Social Media? •  WebMarketing123" •  Google SEO Report Card" 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 25
26. " " " " " " " Q & A" " " " " - I will send a email of this presentation " " " " with your questions answered as appendix 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 26
27. " " " " " " Thank you!" " ありがとうございます! 2014/3/20 Andro Chen © Copyright 2013 beBit, Inc 27