Comprehensive Guide to Foreign Trade SEO: Optimization and Its Core Elements

We have written about SEO many times, and everyone should have a preliminary understanding of SEO . As we all know, SEO is mainly divided into two parts: on-site optimization and off-site optimization . Today's article will introduce these two points in detail.

On-site optimization

On-site optimization refers to the optimization of the website itself, including website structure, web page content, web page code, web page speed, etc., in order to improve the quality of the website and user experience.

The main steps of on-site optimization

1. Keyword selection

Keywords are the query words that users enter into search engines, and they are also an important basis for search engines to judge the theme and relevance of web pages. Therefore, choosing the right keywords is the first step in SEO .

The following aspects need to be considered when selecting keywords:

Keyword search volume: refers to the number of times a keyword is queried in search engines each month, reflecting the popularity and traffic potential of the keyword. Generally speaking, the higher the search volume, the more popular the keyword, but it also means more intense competition.

Keyword difficulty: refers to the degree of difficulty required to rank a keyword, which is related to the competition and weight of the keyword. Generally speaking, the higher the difficulty, the more difficult it is to rank the keyword, and it requires more time and resources.

Keyword relevance: refers to the degree of match between the keyword and the website theme and target users, reflecting whether the keyword can meet the user's search intent and needs. Generally speaking, the higher the relevance, the more the keyword can attract target users and the higher the conversion rate.

According to the above three aspects, we can choose some keywords that have both traffic and conversion potential as the target of website optimization. At the same time, we also need to pay attention to the type and distribution of keywords.

Keyword Types: Based on length and form, we can classify keywords into the following types:

Brand words: refers to keywords related to website or product names, such as "Bing" , "iPhone" , etc. Brand words usually have high authority and loyalty, but are also vulnerable to competitors or malicious attacks.

Generic words: refers to keywords with strong generality related to an industry or field, such as " mobile phone " and "SEO" . Generic words usually have high search volume and competition, but at the same time lack clear search intent and conversion rate.

Long-tail words: refers to keywords consisting of three or more words with clear search intent and demand, such as " how to do SEO" , " how about iPhone 14 " , etc. Long-tail words usually have lower search volume and competition, but also have higher relevance and conversion rates.

We can adopt different optimization strategies according to different types of keywords. Generally speaking, brand words are mainly deployed on the homepage, common words are mainly deployed on category pages or list pages, and long-tail words are mainly deployed on content pages or detail pages.

Keyword distribution: According to the website structure and level, we can distribute keywords in different positions to form a pyramid-shaped keyword structure. Generally speaking, the homepage carries the most important keywords, the category page or list page carries the second most important keywords, and the content page or detail page carries the most detailed keywords.

We can use different optimization methods according to the keywords in different positions. Generally speaking, the homepage needs to build internal and external links, the category page or list page needs to optimize the navigation and paging, and the content page or detail page needs to optimize the title and text.

2. Website structure optimization

Website structure refers to how the pages of a website are organized and connected, which affects the usability and accessibility of the website. A good website structure should meet the following principles:

Simple and clear: The website structure should be as simple and clear as possible, avoiding overly complex and deep hierarchical structures, so that users and search engines can quickly find the information they need.

Flatness: The website structure should be as flat as possible to reduce the number of jumps between pages and make it easier for users and search engines to reach the target page.

Strong logic: The website structure should be logical, classified and sorted according to the way users and search engines think, so that users and search engines can better understand the theme and content of the website.

Stability: The website structure should remain stable and avoid frequent changes and adjustments, so that users and search engines can better remember the location and path of the website.

According to the above principles, we can optimize the website structure in the following ways:

Reasonably design the navigation menu: The navigation menu is one of the most important ways to organize a website. It should contain the core categories and pages of the website and be represented by concise and clear text and icons.

Use breadcrumb navigation: Breadcrumb navigation is one of the most important auxiliary methods of a website. It can show the position of the current page in the website hierarchy and provide a link back to the previous level or the home page.

Utilize internal links: Internal links are one of the most important ways to connect a website. They can establish links between different pages and transfer weight and traffic.

Generate XML sitemap: XML sitemap is one of the most important auxiliary files of a website. It can list the URLs of all pages of the website and provide information such as update frequency and priority to search engines.

3. Web content optimization

Web page content refers to the text, pictures, videos and other information presented to users and search engines on a web page. It is the core value of a website. A good web page content should meet the following principles:

Originality: Web page content should be as original as possible, avoiding plagiarism and repetition, so that users and search engines can see unique and fresh information.

Usefulness: Web page content should be useful, able to solve user problems and needs, and allow users and search engines to see valuable and meaningful information.

Professionalism: Web page content should be professional, able to showcase the features and advantages of the website or product, so that users and search engines can see authoritative and credible information.

Readability: Web page content should be readable, expressed in clear language and format so that users and search engines see logical and aesthetically pleasing information.

Based on the above principles, we can optimize web page content in the following ways:

Set a suitable title: The title is one of the most important parts of the web page content. It should contain keywords and describe the theme and content of the web page in attractive language.

Write high-quality text: The text is one of the most important components of web page content. It should focus on keywords and use detailed data and cases to support the web page's views and conclusions.

Add appropriate pictures: Pictures are one of the most important auxiliary parts of web page content. They should be related to the text and use clear quality and size to display the web page information and effects.

Improve meta tags: Meta tags are one of the most important auxiliary parts of web page content. They can provide more web page information to search engines and affect the display effect in search results. Meta tags mainly include title, description, keywords, etc.

Off-site optimization

Off-site optimization refers to optimization outside the website, the main purpose of which is to increase the popularity and weight of the website, thereby increasing the website's ranking and traffic in search results. Off-site optimization mainly includes the following aspects:

1. External link building

External links refer to links from other websites to this website, which are an important basis for search engines to judge the weight and relevance of a website. A good external link should meet the following principles:

High quality: The source of external links should be selected from authoritative websites related to this website, and avoid using spam links or black hat methods.

Moderate quantity: The number of external links should be moderately controlled according to the scale and competition of this website, and avoid using a large number of mass or purchased links.

Natural distribution: The anchor text of external links should use diversified and natural keywords, and avoid using over-optimized or stuffed keywords.

Stable and continuous: The construction of external links should maintain a stable and continuous rhythm, avoiding short-term rapid or intermittent and uneven methods.

According to the above principles, we can build external links in the following ways:

Article publishing: Publishing articles containing links to this website on other relevant authoritative platforms or media, such as Zhihu, WeChat public accounts, Toutiao, etc., can increase the exposure and authority of this website.

Link exchange: Exchanging links with other relevant and authoritative websites can increase the relevance and trust of this website.

Q&A platform: Answering or asking questions containing links to this website on other relevant popular Q&A platforms, such as Baidu Knows, Sogou Q&A, etc., can enhance the professionalism and user visibility of this website.

2. External promotion

External promotion refers to promotion outside the website, the main purpose of which is to increase the popularity and traffic of the website, thereby improving the ranking and conversion of the website in search results. External promotion mainly includes the following aspects:

Bidding advertising: Placing bidding advertising on search engines or other platforms can directly obtain clicks and visits from target users, thereby increasing website traffic and conversions.

We-media marketing: Using your own or partner’s we-media accounts to conduct content marketing or soft-article promotion on various platforms can increase the exposure and reputation of the website.

Online PR: Using your own or a partner online PR company to conduct news releases or crisis management on various platforms can improve the authority and credibility of your website.

Offline activities: Using your own or a cooperating offline event company to conduct demonstrations or speeches on various occasions can improve the professionalism and user experience of the website.

3. Search engine algorithm attention

Search engine algorithms refer to the rules and standards that search engines use to determine website rankings and traffic, and are one of the most important factors affecting SEO results. A good SEO professional should pay attention to the following aspects:

Algorithm updates: Baidu and Google's algorithms will be updated and adjusted from time to time to adapt to changes in the search market and user needs. Therefore, we should pay close attention to the dynamics and content of Baidu and Google's algorithm updates in a timely manner, and make corresponding adjustments and optimizations based on the changes.

Algorithm principles: Baidu and Google's algorithms follow some basic principles and directions to ensure the quality and fairness of search results. Therefore, we should understand the content and significance of Baidu and Google's algorithm principles and conduct reasonable and standardized optimization based on the principles.

Algorithm dimension: Baidu and Google's algorithms will evaluate website rankings and traffic from multiple dimensions, such as content quality, authority, timeliness, browsing experience, etc. Therefore, we should grasp the specific requirements of Baidu and Google's algorithm dimensions and make comprehensive and detailed optimizations based on the requirements.

The above is an article about how to do SEO . I hope it will be helpful to you. If you still have questions after reading it, please call us.