Ukukhangisa OkuqukethweEzohwebo kanye nokudayisaSesha Marketing

Izici Lonke Uhlelo Lokuphathwa Kokuqukethwe (i-CMS) Noma Inkundla Yezentengiselwano Ye-E Okufanele Ibe Nayo Ekuthuthukiseni Injini Yokusesha (SEO)

Ngihlangane neklayenti ebelokhu lilwa namazinga ezinjini zalo zokusesha. Njengoba ngibuyekeza eyabo Uhlelo Lokuqukethwe Lokuqukethwe (CMS), ngabheka imikhuba emihle eyisisekelo engingayitholi. Ngaphambi kokuthi nginikeze uhlu lokuhlola ukuze ngiqinisekise nomhlinzeki wakho we-CMS, kufanele ngiqale ngisho ukuthi ASIKHO isizathu sokuthi inkampani INGABE isaba nesistimu yokuphatha okuqukethwe.

I-CMS izohlinzeka wena noma ithimba lakho lezentengiso ukuze ushintshe isayithi lakho ngokushesha ngaphandle kwesidingo sonjiniyela wewebhu. Esinye isizathu esenza a Uhlelo Lokuqukethwe Lokuqukethwe isidingo iningi lazo lisebenzisa imikhuba emihle yokwenza indawo yakho isebenze kangcono.

The SEO ama-purists angase aphikisane nezinye zezici engixoxa ngazo lapha ngoba zingase zingabaluli ngokuqondile izinga. Ngingaphikisana nanoma iyiphi Injini Yokusesha Guru, nokho, leso simo senjini yokusesha simayelana nolwazi lomsebenzisi - hhayi ama-algorithms enjini yokusesha. Uma uklama isayithi lakho kangcono nangokushesha, utshala imali kokuqukethwe okuhle kakhulu, ukhuthaza lokho okuqukethwe, futhi uhlanganyele nabasebenzisi bakho... isayithi lakho lizokwenza kangcono ekusesheni okuphilayo.

Imishini ye- ukuthi isiseshi senjini yokusesha sithola kanjani, izinkomba, namazinga isayithi lakho alikashintshi kangako eminyakeni edlule… kodwa ikhono lokuheha izivakashi, yenza lezo zivakashi zabelane ngokuqukethwe kwakho, futhi nezinjini zokusesha zishintshe ngokusobala. I-SEO enhle ihlanganisa a isipiliyoni esihle somsebenzisi… Futhi uhlelo lokuphathwa kokuqukethwe lubalulekile empumelelweni yakho.

Ukuthuthukisa injini yokusesha kuyiqiniso sesha ukulungiselelwa kwesivakashi. Ngizokwephula lolu hlu ngezinzuzo zomthelela wabo. Ngaphakathi ngakunye, izici zihlelwe ngokulandelana kwezinhlamvu - hhayi ngomthelela wazo ekulengeni. Kubalulekile futhi ukuqaphela ukuthi isici akudingekile ukuba sibe umgogodla ku-CMS yakho, singanikezwa nge-plugin, isandiso, isengezo, noma itimu ngokwezifiso.

1. Isivinini kanye ne-SEO

Amasayithi asheshayo ahlinzeka ngolwazi oluhle lomsebenzisi, ngakho-ke amasayithi akhonjwa ngokuphelele futhi alinganiswa, ngokwengxenye, ngokuthi amakhasi nokunye ukulayisha kwemidiya kushesha kangakanani. I-Google ikunikeza ukwesekwa kwakho ukuze uqaphe eyakho okubalulekile kwewebhu okubalulekile ngokwalesi sizathu.

  • I-Caching: Ngaso sonke isikhathi uma ikhasi licelwa, ukubhekwa kwesizindalwazi kuthatha okuqukethwe bese kuhlanganisa ikhasi. Lokhu kuthatha izinsiza kanye nesikhathi... isikhathi esilimaza ukulungiselelwa kwakho kwenjini yosesho. Ukuthola i-CMS noma umsingathi onamandla okulondoloza isikhashana kuyisihluthulelo sokusheshisa isayithi lakho nokunciphisa izinsiza ezidingekayo kuseva yakho. Kunezinhlobo eziningi zenqolobane - ukugcinwa kwedatha yento yemibuzo yesizindalwazi kanye nezinhlelo zezinkampani zangaphandle, ukugcinwa kwesikhashana kweziqephu zezingxenye zekhasi lewebhu, kanye nokugcinwa kwesikhashana kwekhasi ukugcina ikhasi elakhiwe ngokugcwele ukuze libuyiswe. Ukufaka kunqolobane kungakusiza futhi uma uthola ukuhlasela kwethrafikhi... amakhasi afakwe kunqolobane kulula ukuwanikeza kunamakhasi angagciniwe.
  • Ukunikezwa kwenethiwekhi yokuqukethwe (CDN): A inethiwekhi yokulethwa kokuqukethwe iyinethiwekhi yamakhompiyutha atholakala ngokwendawo egcina izinsiza ezimile endaweni… okuvumela amakhasi ukuthi alayishe ngokushesha okukhulu. Futhi, lapho i-CDN isetshenziswa, izicelo zakho zekhasi zingalayisha izimpahla kusuka kuseva yakho yewebhu KANYE ne-CDN yakho ngasikhathi sinye. Lokhu kunciphisa umthwalo kuseva yakho yewebhu futhi kwandisa ijubane lamakhasi akho kakhulu.
  • Ukuthuthukisa Isizindalwazi: Ukuthuthukisa isizindalwazi kungathuthukisa ukusebenza kwewebhusayithi ngokunciphisa isikhathi esisithathayo ukwenza imibuzo futhi kubuyiswe idatha.
  • Ukusingathwa Kokusebenza Okuphezulu: Ijubane liyikho konke uma kukhulunywa ngezinjini zokusesha. Uma uzama ukonga amarandi ambalwa ekusingatheni, ulimaza ngokuphelele ikhono lakho lokufakwa ohlwini futhi ubekwe kahle ezinjinini zokusesha. Futhi, indawo yokubamba okwabiwe esikhundleni sendawo ezinikele noma ebonakalayo ingenza isayithi lakho lihambe kancane lapho amanye amasayithi abelana ngeseva ematasatasa.
  • Ukuminyaniswa kwesithombe: Izithombe zivame ukuthunyelwa kumafayela amakhulu ngokungadingekile. Ukuhlanganisa ne Ukuminyaniswa kwesithombe ithuluzi lokunciphisa usayizi wefayela futhi ushintshe usayizi wezithombe ukuze ubuke ngokufanele libalulekile. Amafomethi ezithombe amasha afana ne-.webp nawo anika amandla ukunikezwa kwesithombe okusheshayo.
  • Izithombe Ezivilaphayo: Izinjini zokusesha zithanda okuqukethwe okude okunemidiya eminingi. Kodwa ukulayisha imidiya kungabambezela isayithi lakho ekukhaseni. Ukulayisha okuvilaphayo kuyindlela yokulayisha izithombe ngemuva kokulayishwa kwekhasi lokuqala kodwa ngaphambi kokuthi isivakashi sizobona into. Lokhu kuvumela ikhasi ukuthi lilayishe ngokushesha okukhulu, bese libonisa imidiya kuphela lapho umsebenzisi ezofinyelela indawo yalo.
  • Ukunciphisa: i-HTML, CSS, futhi i-JavaScript ngokuvamile ikhiqizwa ngezinhlamvu ezingadingekile njengesikhala esimhlophe namazwana. Ukususwa kwalezo zici kunganciphisa kakhulu usayizi wekhasi, kusheshise isayithi ngokuphawulekayo.
  • Ilanda ngaphambili: Ukulanda kuqala kuyindlela esetshenziselwa ukuthuthukisa ukusebenza kwewebhusayithi noma uhlelo lokusebenza lwewebhu ngokulayisha ngokuqhubekayo izinsiza ezingase zidingeke ngokuzayo. Uma isiphequluli sewebhu sihlangabezana neseluleko sokulanda kuqala, sizoqala ukulanda izinsiza ezishiwo ngemuva, ukuze zitholakalele ukusetshenziswa lapho zidingeka.

2. Ukwenza inkomba kanye ne-SEO

Uma isayithi lakho libhaliswe nenjini yokusesha noma liqaphela isayithi lakho, licaca amafayela adingekayo ukuze liqonde ukuthi yini okufanele likukhombe, bese licaca amakhasi akho ukuze lihlole ukuthi isayithi lakho kufanele libekwe kuphi futhi kanjani ngokusekelwe ekudumeni kwesayithi lakho. Ukufaka zonke izinkomba ezidingekayo kusiza injini yokusesha ukuthi iqonde kangcono okuqukethwe kwesayithi lakho… okungakhomba imigomo ofisa ukutholakala ngayo.

  • Imvuthuluka yesinkwa: Uma unolwazi oluningi oluhlelwe ngokohlelo, ikhono labasebenzisi (kanye nezinjini zokusesha) ukuqonda ukuthi ukulandelana kubalulekile endleleni ababuka ngayo okuqukethwe kwakho futhi bakukhomba ngendlela efanele. Iimvuthu zesinkwa kufanele zifakwe ikhodi ngokuhambisana nezidingo ze-Schema ukuze zithuthukiswe.
  • Ama-URL we-Canonical: Kwesinye isikhathi amasayithi akhishwa ngekhasi elilodwa elinezindlela eziningi. Isibonelo esilula isizinda sakho kungenzeka ukuthi sinaso https://yourdomain.com or https://yourdomain.com/default.aspx. Lezi zindlela ezimbili eziya ekhasini elifanayo zingahlukanisa isisindo sezixhumanisi ezingenayo lapho ikhasi lakho lingabekwanga kahle futhi ngendlela elingaba ngayo. I-URL ye-canonical isiqeshana esifihliwe sekhodi ye-HTML esitshela izinjini zokusesha ukuthi iyiphi i-URL okufanele basebenzise kuyo isixhumanisi.
  • Isihleli Sokuqukethwe: Umhleli wokuqukethwe ovumela i-H1, H2, H3, umbhalo oqinile, nowamalukeke ubalulekile. Ukuhlela isithombe kufanele kuvumele izingxenye ze-ALT ukuthi zilungiswe. Ukuhlela ithegi yehange kufanele kuvumele ukuhlelwa kwento ye-TITLE. Kuyishwa ukuthi mangaki amasistimu e-CMS anabahleli bokuqukethwe abampofu!
  • Amazwana: Amazwana amahle engeza inani kokuqukethwe kwakho ngokuthuthukisa okuqukethwe okuhlobene ngokuqukethwe okwengeziwe nokunikeza izinguquko kokuqukethwe okushayela izinjini zokusesha ukuthi zibuyisele futhi zikhombe kabusha okuqukethwe. Vele uqiniseke ukuthi ungalinganisa ukuphawula njengoba kunethoni lama-bots laphaya amapulatifomu e-CMS agaxekile ukuzama ukukhiqiza izixhumanisi.
  • I-HTML5: Inguqulo yakamuva ye-HTML inokumaka kwe-semantic (isihloko, ibha eseceleni, unyaweni, njll.) ukwesekwa kwemidiya okuxubile, nezici ezengeziwe zokwenza ubungane beselula.
  • Izincazelo zeMeta: Izinjini zokusesha zivamise ukuthwebula incazelo ye-meta yekhasi bese zibonisa ukuthi ngaphansi kwesihloko kanye nesixhumanisi ekhasini lemiphumela yenjini yokusesha. Uma ingekho incazelo ye-meta, izinjini zokusesha zingabamba umbhalo ngokungahleliwe kusuka ekhasini… umkhuba ozokwehlisa amanani akho wokuchofoza kuzixhumanisi zakho kuzinjini zokusesha futhi kungalimaza nenkomba yekhasi lakho. I-CMS yakho kufanele ikuvumele ukuthi uhlele incazelo ye-meta ekhasini ngalinye lalelo sayithi.
  • Amapayipi: Uma ushicilela okuqukethwe kwakho, i-CMS kufanele ihambise isayithi lakho ku-Google naku-Bing ngaphandle kokungenelela. Lokhu kuzoqala ukukhasa okusuka enjini yokusesha futhi kutholakale okuqukethwe kwakho okusha (noma okuhlelile) okuhlanganiswe kabusha yinjini yokusesha. Izinjini ze-CMS eziyinkimbinkimbi zizoPing izinjini zokusesha lapho kuhlelwa okuqukethwe.
  • Ibuyisela kabusha: Izinkampani zivame ukushintsha futhi zakha kabusha amasayithi wazo. Inkinga yalokhu ukuthi injini yokusesha kungenzeka isakhomba i-URL ekhasini elingekho. I-CMS yakho kufanele ikuvumele ukuthi ubhekise ithrafikhi ekhasini elisha bese uqondise kabusha injini yokusesha lapho futhi ukuze bathole futhi bakhombe ikhasi elisha.
  • Izibuyekezo: Izibuyekezo azinikezi kuphela inkomba ebonakalayo yokwethenjwa kwemikhiqizo noma amasevisi akho, ziphinde zinikeze idatha ehlelekile enganika amandla izinga elihle, ithuthukise serp ukubonakala, bese ushayela ukuchofoza okwengeziwe kusayithi lakho.
  • Amazwibela Acebile: Izinjini zokusesha zinikeza amafomethi e-microdata okwenziwa kwamakhasi kanye nokuhlonza i-breadcrumb ngaphakathi kwesayithi lakho. Ngokuvamile, le makhaphu idinga ukusetshenziswa ngaphakathi kwetimu oyisebenzisayo nge-CMS yakho noma ungathola amamojula akuvumela ukuthi usebenzise idatha ehlelekile kalula. Amazwibela acebile njenge-Schema ye-Google ne-OpenGraph ye-Facebook ithuthukisa imiphumela yenjini yokusesha nokwabelana futhi izoshayela izivakashi eziningi ukuthi zichofoze.
  • robots.txt: Uma uya empandeni (ikheli lesisekelo) lesizinda sakho, engeza robots.txt ekhelini. Isibonelo: http://yourdomain.com/robots.txt Ingabe kukhona ifayela lapho? Ifayela le-robots.txt yifayela lezimvume eziyisisekelo elitshela i-injini yokusesha i-bot / spider / crawler ukuthi yiziphi izinkomba ezingazinakwa nokuthi yiziphi izinkomba okufanele zikhase. Ngaphezu kwalokho, ungangeza isixhumanisi kumephu yakho yesayithi kuyo!
  • I-HTTPS: Amawebhusayithi asebenzayo
    I-SSL ukubethela kuvame ukufinyelelwa kusetshenziswa i-HTTPS (Hypertext Transfer Protocol Secure), okuyinguqulo evikelekile ye-HTTP. I-Google ithe isebenzisa i-HTTPS njengesignali yezinga, okusho ukuthi amawebhusayithi asebenzisa i-HTTPS angase abe nenzuzo emiphumeleni yosesho.
  • Ukumaka: Izinjini zokusesha ziyiziba kakhulu i-meta tag yamagama angukhiye, kodwa ukumaka kusengaba usizo - uma kungekho okunye okumele ukhumbule amagama angukhiye owaqondise ekhasini ngalinye. Amathegi avame ukusiza ukuthola nokubonisa okuthunyelwe okuhlobene nemiphumela yosesho ngaphakathi kwesayithi lakho. Futhi zisiza kakhulu ngosesho lwangaphakathi lwesayithi.
  • Isihleli Sesifanekiso: Isihleli sethempulethi esiqinile esivikela noma yikuphi ukusetshenziswa kwamatafula e-HTML futhi sivumele i-Nice HTML ehlanzekile futhi sinamathisele amafayela we-CSS ukufometha kahle ikhasi. Kufanele ukwazi ukuthola nokufaka amathempulethi ngaphandle kokwenza intuthuko ebalulekile kusayithi lakho ngenkathi ugcina okuqukethwe kwakho kungenazinkinga.
  • Ukuhlela ithegi yesihloko: Isihloko esethulwa ezinjinini zokusesha singase sithuthukiswe ngendlela ehlukile kunesihloko sangempela sekhasi lakho. Ukuthuthukisa ithegi yesihloko kuyisinyathelo esibalulekile sokuthuthukisa okuqukethwe kwakho.
  • I-XML Sitemaps: Imephu yesayithi ekhiqizwe ngamandla iyinto esemqoka enikezela izinjini zokusesha nge imephu ukuthi okuqukethwe kwakho kukuphi, kubaluleke kangakanani, nokuthi kugcine nini ukuguqulwa. Uma unesayithi elikhulu, amamephu wakho wesayithi kufanele acindezelwe. Uma imephu yesayithi idlula i-1Mb, i-CMS yakho kufanele ikhiqize amamephu esayithi amaningi bese iwaxhuma ndawonye ukuze injini yokusesha ikwazi ukuwafunda wonke.

3. Ukuzinza kanye ne-SEO

Isayithi eligcwele uhlelo olungayilungele ikhompuyutha noma elinyamalala ngokuphazima kweso ngeke likwazi ukuma kahle. Ukuba nesipele esibalulekile nezici zokuphepha kuyadingeka.

  • Izipele: Izipele kanye ne-SEO? Hhayi-ke… uma ulahlekelwa isayithi lakho nokuqukethwe, kunzima kakhulu ukukala. Ukuba nekhophi yasenqolobaneni eqinile enezipele ezikhuphukayo kanye nokudingeka kakhulu, izipele ezingekho kusayithi, nokubuyisela ngokuchofoza okukodwa kusiza kakhulu.
  • Ukuphepha: Imodeli yokuphepha eqinile nokubamba okuphephile kuzovikela isayithi lakho ekuhlaselweni noma ekubekweni ikhodi enonya kulo. Uma isayithi lakho lithola ikhodi enonya kuyo, i-Google izokukhipha ohlwini futhi ikwazise uma uqhathanisa nabaphathi bewebhusayithi. Kubalulekile ukuthi ube nohlobo oluthile lokuqapha noma izici zokuphepha ezihlanganiswe ku-CMS yakho noma kuphakheji yakho yokubamba kulezi zinsuku.

4. Iselula kanye ne-SEO

Ukusesha kweselula kukhuphuke kakhulu ngenxa yama-smartphone kanye nomkhawulokudonsa otholakalayo. I-CMS yakho kufanele inikeze izivakashi zeselula… okungaphezu kwesigamu sabo bonke abasebenzisi benjini yokusesha.

  • Amakhasi Eselula Asheshisiwe: Amafomethi eselula afana AMP ungathola okuqukethwe kwakho kubekwe kahle ekusesheni ngenxa yesakhiwo sakhona esingasindi.
  • Izindikimba zewebhusayithi eziphendulayo: Ukusesha kweselula kuyadlondlobala ekusetshenzisweni njengoba ama-smartphones namathebulethi amukelwa kulo lonke. Uma i-CMS yakho ingakuvumeli iwebhusayithi ephendulayo esebenzisa i-HTML5 ne-CSS3 (inketho engcono kakhulu)… noma okungenani ukuqondisa kabusha kusifanekiso seselula esilungiselelwe kahle, ngeke uvele ukleliswe ekusesheni kweselula.

5. Ukuthengiswa kanye ne-SEO

Amandla okuthengisa imikhiqizo yakho noma okuqukethwe kuwo wonke amasayithi angaqhuba ukufunda okwengeziwe okungashintsha kube ama-backlink engeziwe kusayithi lakho.

  • Okuphakelayo: Uma unezinye izakhiwo futhi ufuna ukukhangisa ibhulogi yakho noma ukwabelana ngemikhiqizo yakho, ukuba nezifunzo ukuze ushicilele kalula okuqukethwe kubalulekile. Ku-e-commerce, ikhono lokondla imikhiqizo yakho nedatha ehlotshaniswayo ku-Google Shopping libalulekile.
  • Ukushicilelwa Komphakathi: Amandla wokushicilela ngokuzenzakalela okuqukethwe kwakho ngezihloko nezithombe ezenzelwe kahle kuzokwabelana ngokuqukethwe kwakho. Okuqukethwe okwabiwe kuholela ekubalweni kokuqukethwe kwakho. Ukushiwo kuholela kwizixhumanisi. Futhi izixhumanisi ziholela ekulinganisweni. I-Facebook iphinde yethule ama-Instant Articles, ifomethi yokushicilela wonke ama-athikili ngqo emakhasini omkhiqizo wakho.

6. Ukugcinwa kanye ne-SEO

Ukutholwa kwabasebenzisi benjini yokusesha kudinga ukutshalwa kwezimali okukhulu. Unalokho engqondweni, yiziphi izici ozifakile ebukhoneni bakho bewebhu ukuze uqinisekise ukuthi isivakashi sokuqala siyabuya?

  • Izaziso zesiphequluli: I-Chrome ne-Safari manje zinikeza izaziso ezihlanganisiwe ngezinhlelo zokusebenza. Lapho othile efika kusayithi lakho, bayabuzwa ukuthi bangathanda ukwaziswa lapho okuqukethwe kubuyekezwa. Izaziso zigcina izivakashi zibuya!
  • Ukuhlanganiswa: Amandla wokwandisa ukusebenza kokuqukethwe kwakho ngokukhiqiza okuholayo, ukumaketha nge-imeyili, ukumaketha okuzenzakalelayo, ukumaketha imithombo yezokuxhumana, namanye amapulatifomu akusiza ukuthi uthole futhi ugcine ithrafikhi.
  • Ukusesha kwangaphakathi: Ikhono lokusesha ngaphakathi nokubonisa imiphumela ehambisanayo libalulekile kubasebenzisi ukuze bathole ulwazi abalufunayo. Amakhasi wemiphumela yenjini yokusesha ngokuvamile azohlinzeka ngendawo yesibili kubasebenzisi bokusesha ukuze baseshe ngaphakathi kwesayithi futhi!
  • Ukuhola Abaholi: Ngemuva kokuthi abakwa-prospects bathole i-athikili yakho, baxhumana kanjani nawe? Ukuba nabaqambi bamafomu kanye ne-database yokubamba imikhondo kufanele.

7. Izibalo kanye ne-SEO

Awukwazi ukuthuthukisa lokho ongakwazi ukukukala.

  • Ukuphathwa Kwethegi: Ikhono lokusebenzisa a ukuphathwa komaka ukuze usebenzise imibhalo yezibalo, ukumaka umcimbi, kanye nokulinganisa okuvela eceleni kanye namathuluzi okukhiqiza okuholayo kubalulekile ukuze uqaphe ukusebenza kwesayithi lakho ezinjinini zokusesha ukuze ukwazi ukulithuthukisa ngokuqhubekayo.

Ngizophuma ngomlenze lapha bese ngiyasho; uma i-ejensi yakho ikukhokhisela izibuyekezo zokuqukethwe futhi awunakho ukufinyelela ohlelweni lokuphathwa kokuqukethwe ukuze ulungiselele isayithi lakho… sekuyisikhathi sokushiya leyo nhlangano futhi uzitholele entsha enokuqina uhlelo lokuphatha okuqukethwe. Ama-ejensi kwesinye isikhathi akha amasayithi ayinkimbinkimbi futhi akudinga ukuthi ushintshe izinguquko zokuqukethwe njengoba uzidinga… ezingamukeleki.

Qaphela: Lolu akulona uhlu oluphelele lwazo zonke isici sewebhusayithi, lawo nje engikholwa ukuthi abalulekile ekhonweni lakho lokubeka kahle ezinjinini zokusesha.

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

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