seo searchengineoptimization repaired 19-7-2011

8/2/2019 SEO Searchengineoptimization Repaired 19-7-2011

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Ti liu SEO cn bn Phm Duy Anh

[email protected] Page 1

http://duyanhpham.wordpress.com

Ti liu tng hp cc bi vit

SEO-Search Engine Optimization(cn bn)


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Contents

I . TNG QUAN V SEO..........................................................................................................................4

1.1 Search Engine l g? ...........................................................................................................................4

1.2 Search Engine lm vic nh thno? .................................................................................................6

1.3 SEO l g? ........................................................................................................................................ 101.4 Kt qu tnhin v kt quc ti tr (Google SEO v Google Adwords).................................... 10

1.5 Mc ch ca cc Search Engine Optimization ................................................................................. 13

1.6 SEO l ngh thut hay khoa hc ? .................................................................................................... 13

I I . CC SEARCH ENGI NE XP HNG CC TRANG WEB NH THNO? ..................................... 15

I I I QUY TR NH THC HI N 1 CHI N DCH SEO ............................................................................ 17

3.1 Nghin cu & xc nh tkha......................................................................................................... 18

3.2 Ti u ha trong trang .................................................................................................................... 19

3.3 Ti u ha ngoi trang ..................................................................................................................... 203.4 Theo di thhng ............................................................................................................................ 21

I V. NGHI N CU & XC NH TKHA ......................................................................................... 23

4.1 Thc tqu trnh chn keyword cho 1 Website ................................................................................ 23

4.2 Nghin cu tkha .......................................................................................................................... 25

4.2.1 Nghin cu tkha mc tiu trc khi SEO .................................................................................. 25

4.2.2 Bn bc nghin cu tkha thit kweb ................................................................................... 26

4.3 Sdng cc cng c nghin cu tkha ......................................................................................... 29

4.3.1 Cng c gi tkha trong seo.................................................................................................... 294.3.2 10 cng c nghin cu t kha min ph hay nht ...................................................................... 30

4.3.4 cng c keyword ca google.......................................................................................................... 33

4.3.5 Ti u keyword cho seo tt hn ................................................................................................... 41

V. TI U HA TRONG TRANG (ON-PAGE OPTI MI ZATI ON) ........................................................ 43

5.1 Ti u snippets vi th meta description .......................................................................................... 43

5.2 ti u ha th meta descriptions .............................................................................................. 45

5.3 TI U CC THNH PHN CA HTML.............................................................................................. 47

5.3.1 ti u metal Title ........................................................................................................................... 475.3.2 Ti u ha th Alt v Title Image cho hnh nh ............................................................................. 47

5.3.3 ni dung trong phn body ............................................................................................................. 49

5.3.4 Sdng tht tt cc th : H1 ,H2 , H3 ,P, LI ................................................................................. 49

5.3.5 Ni dung trong lin kt .................................................................................................................. 49

5.3.5 Ti u ha cu trc URL tr nn thn thin vi cng c tm kim ................................................. 49


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5.4 TI U B CC CA TRANG............................................................................................................ 51

5.5 TI U NAVIGATOR & MENU ........................................................................................................... 54

5.6 CSS & SEO........................................................................................................................................ 55

5.7 TRNG LP NI DUNG- NI DUNG KP........................................................................................... 62

5.7.1 Ni dung kp v phng php pht hin mi ca Google.............................................................. 625.7.2 cch trnh li Trng lp ni dung (Duplicate Content)................................................................... 64

5.8 SEO & VTR A L........................................................................................................................ 65

5.8 CC VN LIN QUAN N KHNNG LP CH MC................................................................... 68

5.8.1 t nhiu ch mc tGoogle (Google Index)................................................................................. 68

5.8.2 Lm thno to google sitemap cho website ca bn............................................................. 69

5.8.3 cch lm sitemap cho yahoo .......................................................................................................... 71

5.8.4 - 7 bc lm tng tc index webiste ca Google ...................................................................... 72

5.8.5 Google index cc videos ca bn? ............................................................................................ 735.8.6 Cc cch ngn khng cho google index mt strang trn website................................................ 73

5.9 Tnh kh dng v thhng trn my tm kim ................................................................................. 74

5.10 Robots.txt & Googlebot - Allow & Disallow...................................................................................... 76

5.11 Sdng nhiu keyword cc trang hn l tp trung keyword trang ch.................................... 78

5.12 Tp tin m ci Li 404 not found .............................................................................................. 79

VI. TI U HA NGOI TRANG (OFF-PAGE OPTI MI ZATI ON) ..................................................... 81

6.1 CC NGUYN TC NG K VI CC CNG C TM KIM .............................................................. 81

6.2 ng k vi cc cng c tm kim .................................................................................................... 826.3 To s website thn thin vi cc cng c tm kim .................................................................... 83

6.4 ng k website vo cc th mc internet ....................................................................................... 85

6.4.1 ng k website vo cc th mc internet .................................................................................... 85

6.4.2 15 Directory hang u ................................................................................................................... 87

6.4.3 Danh sch cc Directory Vit Nam ................................................................................................. 89

6.5 GII THIU V GOOGLE PR & CNG THC TNH PR....................................................................... 89

6.6 PH BIN LIN KT & CHT LNG LIN KT............................................................................... 90

6.6.1 PH BIN LIN KT (LINK) .......................................................................................................... 90


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I . TNG QUAN V SEO

1.1 Search Engine l g?

Search enginephn mm cung cp cc a ch Web c cha mt hay nhiu thng tin, t kho mngi dng cn tm kim. Thut ng search engine i lc c dng khng chnh xc ch cc chmc Web do cc bin tp vin bin son.

Web crawlercnc gi l spider (con nhn) l mt phn ca search engine, chuyn chu du khpWeb, sao chp tng trang n tmc v lp ch mc cc t kha, tn trang.

Hy th tng tng mt cuc sng hon ton khng c nin gim in thoi hay mt tr gip nokhc. S dng in thoi lc s tr nn rt kh khn. iu ny cng tng t nh dng Web mkhng c cng c tm kim (search engine). Vi search engine, bn ch cn bit mt vi thng tin hay tkho l c th tm c ni cn n.

Theo mt nghin cu do cng ty Zona Research (M) tin hnh nm 1999 th search engine hin lphng thc tm kim thng tin trn Web c s dng nhiu nht, n chim ti 77% tng thi giantm kim. Theo kt qu kho st ngi tiu dng ca mt cng ty khc vo nm 1999 th 88% ngidng trc tuyn c s dng mt search engine v 72% c dng mt search engine tm kim hngho bn l.

i vi nhiu ngi dng, search engine l yu t nh hnh nn bc tranh v kho thng tin trn Web.Tuy nhin, mt nghin cu gn y ca NEC Research Institute v Inktomy cho thy c ti hn mt ttrang Web ring bit trn Internet v hu ht cc search engine b qua khng lp ch mc cho 1/4s trang ny. Mt khc, khong 7-14% nhng ni dung c lp ch mc li khng cn tn ti trnNet.

Bn trong vic tm kim

Vi quy m ca Web, vi s lng qu ln cc trang khng c truy cp n trong nhiu nm v trangc cha nhng t qu ph bin dn n nhng site khng lin quan, vic lp ch mc d ch mt phnca Web c th tr v kt qu ph hp l mt qu trnh i hi rt nhiu cng sc to ln.

Tuy nhin, v cn bn, cng vic ny rt n gin: chng trnh phn mm thng minh s chu dukhp trn Web, tm kim v lu tr bt c thng tin no cha c trong ch mc v thng l lu ton btrang Web. Thng tin thu thp c c th t nhng trang c lp ch mc trc nhng thayi, lin kt n nhng trang cha c lp ch mc v cc a ch Web do cc cng ty th ba a ln.

Mt khi cc ch mc c tp hp li, chng s c kim tra loi b nhng thng tin trng lp,chng hn nh cc phin bn khc nhau ca cng mt site (site d phng); loi b nhng trang lp liqu nhiu ln cng t kho. Mt s search engine cn c kh nng gn trng thi c bit cho trangWeb c dng siu th (metatag) cha cc thnh phn m t thng tin. Mt s search engine c khnng phn tch ni dung trang Web v cho bit tn sut m nhng trang khc lin kt n trang ny.Nh vy, trang Web cng ph bin th ni dung ca n cng d tm kim.

Khi ngi dng a yu cu tm kim thng tin cho search engine hay dch v th mc, cc gii thuttinh vi bn trong s c kch hot. Mi search engine c mt cch x l khc nhau i vi thng tin mn nhn c t ngi dng, nhng mc tiu th ging nhau: d on ngi dng cn g v tr v


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thng tin tng ng. Nhng vn tin ca ngi dng thng c phn tch rt chi tit pht hinnhng sai st chnh t trong t kho hay liu thng tin ny c tm kim cha.

Nguyn l hot ng

Mt Search Engine hot ng theo cc bc sau:Web crawlingIndexingSearhing

Search Engine lm vic bng cch lu tr thng tin v nhiu trang Web trn WWW. Nhng thng tinny s c thu thp bi cc Spider (chnh l Web crawling) v ni dung ca mi trang s c phntch SE quyt nh nn index ci no (v d, nhng t kho c thu thp t cc titles, heading haymt s trng c bit gi l meta tags) tr v nhng thng tin m ngi tm kim mong munnht. D liu v nhng trang Web s c lu tr ti ccc s d liu ch mc s dng cho nhngln truy vn sau. Mt s Search Engine, nh Google chng hn, s lu tr ton b hay mt phn tranggc (c xem nh mt cache) cng nh thng tin v trang Web , tri li vi mt s SE khc, nh

AltaVista, s lu tr tt c cc t ca nhng trang m n tm thy.

Khi ngi dng nhp vo cc Search Engine mt truy vn (ch yu l cc keyword), cc SE ny s kimcc index ca n v cung cp danh sch cc trang Web ph hp nht, thng l cc cm t ngn haymt phn ca mt on vn bn. Hu ht cc Search Engine u s dng cc BooleanOperators (ton t lun l) nh AND, OR v NOT xc nh cc search query (truy vn tmkim). Mt s SE khc li s dng nhng phng php tin tin hn nh Proximity Search(tm kim gn k) cho php ngi dng xc nh c khong cch gia cc t kho.

Dch v th mc

Cc dch v th mc nh ca Yahoo v hi-p nh ca Ask Jeeves khng dng phn mm thu thp tng thng tin Web. Thay vo , cc bin tp vin s thc hin vic tng hp th mc Web mt cchth cng. Mc d Yahoo khng lp ch mc trang Web nh cch ca search engine nhng n thc scung cp d liu cht lng cao. Tuy nhin, vi mc tng trng hng nm 70% tng s trang Web tnay n 2003 theo nh d bo ca International Data Corp. th nhng dch v th mc kiu ny s phigia tng lin tc s lng bin tp vin c th duy tr c tnh hu dng ca dch v.

Mt loi search engine lai mi ang xut hin, s dng phng php phn tch ngn ng xc nhdch v th mc, search engine hay c s d liu s p ng tt nht cho yu cu tm kim thng tin


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ca ngi dng. V d, vn tin dn s Vit Nam s tr v thng tin iu tra dn s ca Vit Nam, linkt n cc Web site, th mc v cc thng tin c lin quan.

Tng lai ca vic tm kim

Mt s search engine c tnh nng tm kim cc i tng thay v vn bn chng hn nh ca mt

ngi sao no dng JPEG. Tuy nhin, cn rt nhiu ni dung multimedia nh hnh nh ng caShockware, Flash v dng m thanh, hnh nh lin tc, hin thi cha th lp ch mc c.

XML l mt ngn ng m t ni dung, khng ch c kh nng chuyn ti thng tin m cn c cc thnh danh m t thng tin ny c ngha g. Search engine c th lp ch mc trang Web XML ddng hn nh nhng th ny cho bit thng tin tng ng xut hin u trn trang. V d, th nhdanh 125 bo cho search engine bit rng 125 l gi. iu ny cho php search engine so snh gica nhiu nh bn l khc nhau mt cch d dng v nhanh chng.

1.2 Search Engine lm vic nh thno?

Internet v World Wide Web c n hng trm triu website c sn mang cc thng tin v nhiu ch khc nhau. Tuy nhin hu ht chng u c t tiu theo thch ca tc gi, v c t trnmy ch vi cc tn kh hiu. Khi bn cn bit v mt ch no th s phi c cc trang no? Phnln mi ngi khi bn khon v vn ny h s s dng mt cng c tm kim trn Internet (Internetsearch engine).

Search engine trn Internet l cc site c bit trn web, c thit k gip mi ngi tm kimthng tin c lu trn cc site khc nhau. C nhiu cch khc nhau trong cch tm kim ny, nhngtt c chng u thc hin ba nhim v c bn:

Tm kim Internet hoc chn cc mu thng tin trn Internet da trn cc t quan trng Gi mt ch mc cho cc t tm thy cng vi a ch tm thy chng Cho php ngi dng tm kim cc t hoc cm t c tm kim trong ch mc .

Cc c my tm kim trc kia u gi ch mc ca hng trm ngn trang web v ti liu, chng thngnhn c th mt hoc hai nghn yu cu tm kim mi ngy. Ngy nay, c my tm kim hng u nhch mc hng trm triu trang v p tr n hng chc triu yu cu mi ngy. Trong bi ny chngti mun gii thiu v cc nhim v chnh s c thc hin nh th no, v cch cc c my tm kimny s x l nh th no cho php bn tm thng tin cn thit trn web.

Xem xt WebKhi hu ht mi ngi ni v cc c my tm kim Internet, h u cho l c my tm kim WorldWide Web. Tuy nhin trc khi Web tr thnh phn d thy nht ca Internet th thc s c cc cmy tm kim gip mi ngi c th tm c cc thng tin trn mng. Cc chng trnh vi nhng

ci tn nh "gopher" v "Archie" gi ch s ca cc file c lu trn my ch kt ni vi Internet, gim c mt cch r rt s lng thi gian cn thit tm kim cc chng trnh v ti liu. Vonhng nm cui thp k 80, vic c c cc gi tr quan trng t Internet c ngha l bit cch sdng gopher, Archie, Veronica v mt s chng trnh tng t khc.

Ngy nay, hu ht ngi dng Internet cha hiu nhiu v cch tm kim ca h trn Web, chnh v vychng ti s gii thiu vn ny bng cch tp trung vo ni dung ca cc trang web.

Khi u


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Trc khi c my tm kim c th cho bn bit v ni mt file hoc ti liu no c lu tr th nphi tm ra c chng. tm cc thng tin trn hng trm triu trang web ang tn ti, mi mt cmy tm kim phi s dng n cc robot phn mm c bit, cc robot phn mm ny c gi lspider (con nhn), thnh lp danh sch cc t tm thy trong cc website. Qu trnh spider xy dngdanh sch c gi l Web crawling. to v duy tr mt danh sch hu dng cho vic tm kim th

spider ca c my tm kim phi xem c ni dung ca cc trang web.Vy cch spider thc hin cng vic ca n trn Web nh th no? im khi u l danh sch cc mych v trang web ph bin. Spider s bt u vi mt site ph bin no , nh ch mc cc t trntrang ca n v theo cc lin kt tm thy bn trong site ny. Theo cch ny, h thng Spider s nhanhchng thc hin cng vic ca n v tri rng ra ton b cc phn c s dng rng ri nht caweb.

Google.com bt u nh mt c my tm kim ca trng i hc. Trong bi vit m t v cch hthng c xy dng nh th no, Sergey Brin v Lawrence Page ly mt v d v spider ca h cth lm vic nhanh n c no. H xy dng h thng ban u c th s dng nhiu spider,thng l c n 3 spiders hot ng ng thi. Mi Spider c th gi ti khong 300 kt ni vi cctrang web mi thi im. Vi hiu sut nh ca n, s dng n 4 Spider, h thng ca h c thtmthm trn 100 trang mi giy, to ra khong 600KB d liu mi giy.

Vic gi c tc tm kim nhanh cng c ngha phi xy dng h thng c th cung cp c ccthng tin cn thit cho Spider. H thng Google trc kia c mt my ch chuyn dngdng cungcp cc URL cho Spider. Thay cho vic ph thuc vo nh cung cp dch v v DSN dch tn ca mych thnh a ch, Google c DSN ca chnh h gi chm din ra ch trong khong thi gian tithiu.

Khi Spider ca Google xem cc trang HTML, n lu hai th:

Cc t bn trong trang Ni tm thy cc t

Cc t xut hin trong tiu , ph , cc th meta v cc phn quan trng khc c lin quan c lu bng nhng xem xt c bit cho nhng tm kim ca ngi dng sau . Spider ca Google cxy dng c th nh ch mc mi t quan trng trn mt trang v ch li cc mo t nh "a,""an" v "the". Cc Spider khc li s dng cc phng php khc.

Cc phng php khc m Spider p dng thng l c gng lm cho h thng ca Spider din ranhanh hn, cho php ngi dng c th tm kim hiu qu hn, hoc c hai. V d, mt s Spider gilin h vi cc t trong tiu , cc heading nh v lin kt, cng vi 100 t thng c s dng trntrang v cc t trong 20 dng u tin ca vn bn.

Cc h thng khc chng hn nh AltaVista li tip cn theo mt hng khc, nh ch mc cc t ntrn mi trang, gm c c "a," "an," "the" v cc t khng quan trng khc. Tnh y trongphng php ny c so khp bi cc h thng khc trong phn th meta ca Website.

Cc th Meta

Th Meta cho php ch s hu ca trang c th ch nh cc t kha v khi nim s c nh ch


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mc. y l mt trong cc th rt hu dng, t bit trong nhiu trng hp cc t trn trang c th cn hai hoc 3 ngha - th Meta c th hng dn c my tm kim trong vic chn ngha no trong scc ngha c th l ng i vi mt t no . Tuy vy vn c mt lo lng trong vic tin cy nhiu voth Meta v cc trang km cht lng m ch s hu ca n li a vo th ny nhng ch ph binnhng khng c ni dung g v n. khc phc hin tng ny, Spider s tng quan cc th Metavi ni dung ca trang, loi ra cc th khng tha khp vi cc t trong trang.

Tt c vn ny khi ngun t ch s hu ca trang ny, h mun trang web c hin th trong ktqu tm kim ca cc c my tm kim ny. Nhiu khi, ch s hu khng mun trang ca h xut hintrn cc trang kt qu ca mt c my tm kim hoc khng mun Spider truy cp vo trang ca h. (Vd, mt game xy dng cc trang active mi mi ln cc section ca trang c hin th hoc theo saul cc lin kt mi. Nu mt Spider Web c th truy cp vo v bt u i theo tt c lin kt cho cctrang mi th game c th mc li activity cho player tc cao v ko di s kim sot.) trnh tnhtrng ny, giao thc loi tr robot c pht trin. Giao thc ny b sung vo phn th meta btu mi trang, thng bo cho Spider phi ri trang ca n khng nh ch mc cc t trn trang nyhoc c gng ln theo cc lin kt ca n.

Xy dng ch mc

Khi Spider hon tt nhim v tm thng tin trn cc trang web (chng ti lu rng y l nhim vkhng bao gi hon tt v lun c s thay i ca cc trang nn iu c ngha l Spider s lun thchin nhim v ca n), c my tm kim phi lu cc thng tin ny theo mt cch no c li nht.C hai thnh phn chnh lin quan ti vic to d liu thu thp c c th truy cp vi ngidng:

Thng tin c lu vi d liu Phng php m thng tin c nh ch mc

Trong trng hp n gin nht, mt c my tm kim c th ch lu cc t v URL ni m n tm ra.Trong thc t, iu ny s lm hn ch rt nhiu v s khng c cch no ni t c s dngl quan trng hay khng c gi tr trn trang , hoc t c s dng mt ln hay nhiu ln, hoctrang c cha lin kt n cc trang khc c cha t hay khng. Ni theo cch khc l s khng ccch no xy dng c danh sch th hng bnh chn cc trang hu ch nht trn u mi danhsch kt qu tm kim.

lm cho cc kt qu tm kim c ph hp nht, hu ht cc c my tm kim u lu nhiu t vURL. Mt engine c th lu s ln t no xut hin trong mt trang. N c th gn trng lng chomi mt entry no , tng dn gi tr gn cho cc t khi chng xut hin gn pha trn ca ti liu,trong cc heading con, cc lin kt v trong th meta hoc trong tiu ca trang. Mi mt c my tmkim mang tnh thng mi u c mt cng thc khc nhau i vi vic gn trng lng cho cc ttrong ch mc ca n. y chnh l mt trong nhng l do ti sao mt tm kim cho nhng t gingnhau trn cc c my tm kim khc nhau li cho ra danh sch khc nhau, cc trang c th hin theo

th t khc nhau.

Khng quan tm n s kt hp nghim ngt cc mu thng tin b sung c lu bi mi searchengine, d liu s c m ha lu tr trong cc im lu tr ring.

Mt ch mc ch c mt mc ch: N cho php thng tinc tm thy mt cch nhanh chng. C khnhiu cch cho vic xy dng ch mc, nhng cch hiu qu nht vn l xy dng mt bng hash. Mtcng thc c s dng gn gi tr bng s cho mi mt t. Cng thc ny c thit k cungcp cho cc entry trn s lng c xc nh trc cc phn chia. Phn chia bng s ny khc vi


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phn chia t trong bng alphabet v chnh l hiu lc chnh ca bng hash.

Trong ting Anh, c mt s k t c bt u nhiu hn vi cc k t khc. V d nh bn s thyphn M ca t in s dy hn phn X. S khng cng bng ny c ngha rng vic tm mt t btu vi mt k t ph bin c th lu hn nhiu so vi vic tm mt t bt u vi mt k t km phbin hn. Thut ton Hash cn bng s khc nhau ny, v gim thi gian trung bnh tm kim mi

entry. N cng phn bit ch mc vi entry thc ti. Bng hash gm c cc s c nh hash cng vimt con tr d liu, con tr ny c th c phn loi theo bt c cch no cho php lu tr hiu qunht. S kt hp gia vic nh ch mc hiu qu v lu tr hiu qu lm cho ngi dng c th thchin cc thao tc tm kim mt cch nhanh chng thm ch khi h to mt tm kim phc tp.

Xy dng mt tm kim

Vic tm kim thng qua mt ch mc cn ngi dng xy dng mt truy vn v trnh n thng quasearch engine. Truy vn c th kh n gin nh mt t chng hn. Vic xy dng mt truy vn phctp hn cn s dng cc ton t Boolean cho php bn lc v m rng di dng tm kim.

Cc ton t Boolean thng c s dng nht l:

AND Tt c cc mc c ni bng ton t ny phi xut hin trong trang hoc cc ti liu.Mt s search engine thay th ton t ny bng du +.

OR t nht mt trong cc mc c ni bng OR phi xut hin trong cc trang hoc tiliu.

NOT Mc hoc cc mc sau ton t ny khng xut hin trong trang hoc ti liu, mt ssearch engine thay th bng du -.

FOLLOWED BY Mt trong s cc mc phi c theo sau trc tip bi mc khc. NEAR Mt trong cc mc phi nm bn trong mt s cc t c th Du ngoc kp Cc t gia cc du ngoc kp phi c coi nh mt cm t, v cm t

phi c tm thy trong ti liu hoc file.

Tm kim trong tng lai

Cc tm kim c nh ngha bi ton t Boolean tr nn kh bnh thng, engine s tm kim cct hoc cm t chnh xc khi chng c nhp vo. iu ny c th pht sinh mt vn khi cc tc nhp c a ngha. Nu bn ch quan tm n mt trong cc ngha th c th khng mun thyxut hin cc trang tiu biu cho tt c cc ngha ca n. Tuy bn c th to mt tm kim bng cchloi tr ra cc ngha khng mong mun nhng nu c my tm kim gip c bn vic ny th tt bitbao.

Mt trong nhng lnh vc nghin cu tm kim l tm kim da trn khi nim. Mt s nghin cu nylin quan n vic s dng phn tch thng k v cc trang cha t hoc cm t m bn tm kim, tm ra cc trang khc c th bn quan tm. R rng cc thng tin c lu trong mi trang thc s rtquan trng cho tm kim da trn khi nim, v xa hn na l vic x l c yu cu cho mi tm

kim. Nhiu nhm nghin cu v ang lm vic ht mnh ci thin c kt qu v hiu sut cacc c my tm kim ny. Mt s nhm khc chuyn sang mt lnh vc nghin cu khc nh truy vnngn ng t nhin.

tng n ng sau nghin cu truy vn ngn ng t nhin l bn c th nh vo mt cu higing nh cch bn hi i vi ngi ngi bn cnh bn khong cn n cc ton t Boolean hoc cccu trc truy vn phc tp. Site truy vn ngn ng t nhin nht hin nay l AskJeeves.com, n c khnng phn tch c php truy vn v cc t kha p dng cho ch mc ca cc site m n xydng. Tuy nhin site ny ch lm vic vi cc truy vnn gin v vic t khi nim cho mt truy vnkh phc tp.


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1.3 SEO l g?SEO l ch vit tt ca Search EngineOptimization (ti u ha cng c tm kim). SEO l mttp hp cc phng php nhm nng cao th hngca mt website trong cc trang kt qu ca cc cng ctm kim v c th c coi l mt tiu lnh vc ca tipth qua cng c tm kim. Thut ng SEO cng c thc dng ch nhng ngi lm cng vic ti u hacng c tm kim, l nhng nh t vn a ra nhngd n ti u ha cho cc website ca khch hng.Cc cng c tm kim hin th mt s dng danh schtrong trang kt qu tm kim (SERP) bao gm danhsch tr tin, danh sch qung co, dnh sch tr tintheo click v danh sch tm kim min ph. Mc tiu caSEO ch yu hng ti vic nng cao th hng ca danh sch tm kim min ph theo mt s t khanhm tng lng v cht ca khch ving thm n trang. SEO i khi l mt dch v c lp hay lmt phn ca d n tip th v c th rt hiu qu giai on pht trin ban u v giai on thit k

website. Hin nay, nhn thc ca ngi qun tr website ti Vit Nam ni ring v th gii ni chungnhn bit vic ti u ha website cc my tm kim tr ti rt t. Ngi s dng khng thc ctm quan trng ca vic ti u ha website, hoc lm cc phng thc cc my tm kim tr n.Hin trn mng Internet c 3 cng c tm kim hu hiu nht v ph bin nht:

Google.com Yahoo.com Live.com (MSN.com)

SEO c th coi nh l mt k thut, mt b quyt thc s i vi mi ngi qun tr, xy dng websitehay n thun l ngi lm trong lnh vc truyn thng.

1.4 Kt qu tnhin v kt quc ti t r (Google SEO v GoogleAdwords)


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TI U HA WEBSITE (SEO): NHNG U IM "T NHIN"

Cng "t nhin" cng thu ht nhiu click

Google Adwords d sao cng l qung co, trong khi kt qu t nhin l nhng kt qu khng phiqung co. Do vy khng c g ngc nhin khi t l khch hng la chn nhng kt qu "t nhin" cao

hn rt nhiu ln so vi chn Qung co GoogleAdwords. Di y l mt s thng k gip bn c thnh hnh vai trca SEO:

86% ngi tm kim chn cc kt qu t nhin hn l kt qu qung co.

70% i tng tm kim ngay lp tc nhn vo kt qu t nhin (nghin cu v hot ng camt khi tm kim).

Theo mt kho st khc: c 78% ngi c hi thy thng tin t qung co Adwords hu chch chim 40%.

Mc tin tng

Kt qu t nhin lun mang li s tin tng cao hn qung co, y l yu t v cng quan trng khicc nh qung co mun hng ti i tng khch hng v tnh hiu qu. C th qua cc thng tinkho st c khong 14% khch hng tin tng vo Qung co Adwords, nhng c ti 29% cm thykh chu vi hnh thc qung co ti tr ny. y l nhng con s buc cc nh qung co phi ngh ticc phng n a ra cc thng ip qung co hp dn hn ti khch hng.

Gi tr ca khch hng

10 kt qu u tin ca Google em li cho bn khch hng m bn khng phi tr ph cho mi ln hgh thm website bn. Bn cnh , cc khch hng ny "c gi tr" hn so vi nhng khch hng nt Pay per click, c th c khong 17% khch hng thao tc nhiu hn (chuyn trang, c bi...) so viqung co ti tr v t l Conversion t SEO thng mc cao hn so vi Adwords.

Khch hng d dng phn bit u l qung co

Qung co v khng qung co to nhng n tng khc nhau cho ngi dng trc khi click vong link dn ti website. Khng kh c th phn bit c qung co Google Adwords v c ti54% ngi s dng d dng nhn bit yu t ny. y cng l thng s rt quan trng gip cc nhhoch nh qung co c phng n ti u trong vic chim cc v tr qung co v sng to thng ipcho ring mnh.

Gi click s b y ln cao

Vi chnh sch u gi t kha ca Google Adwords, mt t kha hot s nhanh chng b y ln mt

mc gi cao hn kh nng ca khch hng v nu mun duy tr kh nng tip cn khch hng th khngc cch no khc l phi tng gi. Ngc li, SEO l mc ph duy tr hp l v t bin i, y l yu tquan trng gip kh nng qun l ngn sch ca Marketer c d dng hn.

Kt qu bn vng

SEO l ti u ha website, khng ch l ni dung, cu trc, k thut lin kt m cn c vic thu httruy cp. Mt khi bn t thnh cng mt th hng cao, kh nng thay i th hng s chm


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hn nhiu so vi tc bin mt ca Adwords. chnh l c s u t lu di nu tht s SEO mangli nhng ngun li to ln i vi t kha bn chn.

Yu tph hp

72,3% ngi dng Google nh gi cao kt qu tm kim t nhin so vi 27,3% chn Qung co

Adwords, vi Yahoo t l ny l 60,8% - 39,2% cng cho thy vai tr quan trng ca SEO tc ngnh th no.

QUNG CO GOOGLE ADWORDS: QUNG CO THT LINH HOT V N GIN

Khng c phng thc no c th a thng ip qung co tip cn khch hng nhanh bng Adwordsv cng kh tm ra c nhng m hnh qun tr no n gin v hiu qu n vy. Qung co Google

Adwords c nhng u im to ln m khng mt phng n marketing no khc c th em ti hiuqu nhanh v c th nh n.

Kt qu tm kim

Nu mt chin dch SEO bt u c u t cho n khi bn thu c kt qu th khong thi gian 3-5thng khng h ngn. "Thi gian l vng" v nu thc hin chin lc SEO bn phi chp nhn hi sinhthi gian ca bn. Ngc li, Adwords nhanh chng a qung co hin th ch sau 10 pht ln chngtrnh. Nu mt chin dch khuyn mi ch thc hin trong vng 1 tun hoc 1 thng th Adwords lun ls la chn tuyt vi nht.

Ngn sch

Ngn sch nh nhng vn c hiu qu, l u im khng th chi ci ca Adwords. Vi 100 USD thc hin 1 chin dch SEO tng th l iu khng th nhng ngc li vi Adwords, l con s

thc hin 1 chin dch qung co Adwords vi mt vi t kha quan trng. Ti u ha t kha, tptrung vo cc cm t c lin quan trc tip ti nhu cu ca khch hng l c s bo m tng ngla t cc vo Adwords mang li hiu qu ti a. Awords c th tiu tn ca doanh nghip hngnghn la, nhng n cng khng t chi mc ph 100 USD hng thng m bn tr vo ti khon.

D dng kim sot

Adwords vi phng thc qun l linh hot v n gin, d dng gip khch hng c th kim sot quytrnh v chin dch qung co hn so vi SEO. Mt chin dch SEO i hi cn nhiu k thut v phng


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n t chc, xy dng ni dung website trong khi qung co Google Adwords khng quan tm ti yut ny. Nhng nguyn l ca qung co ti tr cng kh n gin trn kha cnh bn chp nhn tr mtmc gi hp l cho qung co ca bn.

Hp ng khng qu phc tp

Nu nhng rng buc v mt hp ng vi i tc SEO gm c nhng iu khon bo mt thng tin vnguy c penalty th Adwords khng qu nng n v khon ny. Ch cn bn np tin vo ti khon lqung co ca bn nhanh chng xut hin, ngc li nu khng c tin chy qung co, bn snhanh chng bin mt cho n khi tip tc c ngn sch qung co.

C th ti u qung co Google Adwords gim chi ph

Khng ch c SEO mi l ti u ha website m khi tham gia Google Adwords bn hon ton c th tti u qung co, nng cao tham s cht lng (Quality Score). Vy nu bn c kh nng, hy kt hpnhun nhuyn kin thc SEO v qung co Adwords, bn hon ton c th lm ch cc chin dchqung co ca mnh.

KT LUN

Vi nhng yu t so snh, kh c th ni rng phng thc SEO hay Adwords tt hn. Vi mi chinlc u t Marketing, doanh nghip s c phng n ph hp nht hoc thng qua nhng chuyn giat vn qung co tm kim ti u ha chi ph. Vn quan trng v ct li nht ca mi chin dchchnh l hiu qu kinh doanh ca bn, vy hy cng phn tch k lng u nhc im, ngn sch vnng lc ca mnh la chn phng thc ph hp nht.

1.5 Mc ch ca cc Search Engine Optimization

SEO hay ti u ha Website cho my tm kim nm trong chin dch qung b Website l tvit tt ca"Search Engine Optimization" hoc "Search Engine Optimizers". Mc ch ca SEO l nhm ci thinlng truy cp v c cht ln lng cho Website, trc tip n ttrang kt qu ca cc my tm kim(Google, Yahoo, Microsoft) vi mt stkha nht nh.

1.6 SEO l ngh thut hay khoa hc ?

Khi nhc n SEO (search engine optimization) l ti u ha cng c tm kim, t ranking cao trnSERPs (seach engine result pages) hay ni cch khc l qung b website. M t website thng khin

con ngi ta lin tng n 1 b mn trong chuyn ngnh lp trnh kh cng ca CNTT. Nhng ngim hiu hn 1 cht th li lun ngh ti ti u ha, ti xy dng lin kt, ti t kha, ti google... Nhngmy ai trong hu ht nhng ngi ang v s c bi vit ny hiu rng SEO tht s l 1 ngh thut,v t n nh cao ngh thut con ngi cn 1 s am m v 1 s n lc ht mnh.

Phn tch, nm bt thi im v a ra kt lut:

Kt lun 2 t tng nh bnh thng nhng chc rng tm ra n bn cn phi t nhiu ng no. Ktlun l kt qu ca c 1 qu trnh phn tch, tin on, suy lun c th nm bt c thi im


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xy dng 1 khoch hnh ng chi tit. Da trn hng lot nhng hnh ng ko di, mt kt qu sc to nn gp phn vo vic s l tng th.

SEO l phn tch, l nm bt thi im v s thnh cng hay tht bi ca n da trn kt lun cuicng ca bn. Search engine l c mt b my sn lc khng l, bn s khng bao gi bit trc ci gs c thu thp t b my ny cho n sau khi n index sn phm . V vy nhng phn tch da

trn nhng s liu v thi gian, i th, keyword... s a n cho bn t nht l 1 s hnh dung vtng lai ca d n.

Tham kho: Nhng iu cn bit trc khi u t makerting vo SEO

Lun ch theo di v phng:

SEO khng phi l ca ring bn, n ko phi l 1 sn phm tr tu ca ring bt k ai, m n l nhngkinh nghim, nhng th thut c xy dng da trn s am hiu v tm ti ca mi ngi. i th cabn lun khng ngng pht trin v sn sng vt qua bt k lc no. S ch phn tch, theo di lhon ton cn thit, phi lun bit xy dng cho mnh nhng chin thut c gng hng chin thutca bn i ng hng.

Chin thut tt c xy dng thng qua s phn tch v cc im mnh, im yu v sn phm mwebsite ca bn cung cp. Phi bit ti u ha tng trang, tng chuyn mc to ra 1 sc mng chotng th trang web. Mt kt hoch lm SEO tt l khng bao gi tha.

Cn c 1 tm nhn tt:

Mt phn tch su thng qua cch s dng cc phn mm h tr c c nhng iu cn lm iu chnh website ca bn s dng tt, nhng li thiu i tm nhn v vic s dng ca ngi c hayni cch khc l khch hng. Cng ging nh vic bn dng xe chuyn ch 1 khi lng ln hngho m khng n ngi i ng bn di.

Mi s nng vi u dn n hiu qu xu, n c th lm mt i ca bn rt nhiu th quan trng hn.Vn l phi c 1 tm nhn sc gy nh hng tt cho cng vic ca bn trong tng li.

Lm SEO cn phi i 1 chn ng di, t mt s cch iu chnh cc th meta v tm kim hng trmlin kt c th rank cao 1 keyword no trn search engine. V nu bn mun rank cao trong 1lot t kha v cc sn phm, bn cn 1 tm nhn tt nhng g bn v ang xy dng s h trcho nhng d nh trong tng lai.

Dch v ca bn hon ho cha ?

a phn nhng khch hng ca SEO Vit Nam u t 1 cu hi tng t l lin quan n vic liucng vic SEO c m bo 1 tng lai lu di hay khng? iu ny minh ngh cng kh nhiu

webmaster quan tm n. Tht ra n cng tng t nh vic bn trng cy m thi. Vic u t chmsc, phn bn, ti tm t lc cn trong mn s xy dng cho ht ging 1 tng lai vng chc vi 1 br khe mng v s chm sc thng xuyn.

i th nh th no ?

Cnh tranh lun l yu t to nn sc sng ca th trng, bn ng ngh vic cnh tranh ch ph thucvo website ca bn VS website i th. M trn thc t vic cnh tranh y chnh l vic bn vsvi chnh bn vi thut ton ca cng c tm kim l v quan ta thm lng.


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S cnh tranh ny c chnh bn thc hin vi vic tinh chnh v cc meta tag title, description , hiuchnh server, tc load web v k c trng lng page ca bn (n v kb). Vic hiu chnh sao chotheo kp vi s thay i ca cc thut ton l 1 vic khng h n gin, bn s phi u t vo cucchi ny kh nhiu thi gian v cng sc.

S kin tr v n lc:

Hu ht cc t kha cnh tranh u cn n thi gian vi thng cho n vi nm c th xem xt ktqu, nhng bn phi lun chc chn 1 iu rng nhng d tnh ca bn s khng bao gi theo ng100%, nhng keyword c th ch ranking c no.2 thay v no.1, traffic c th ch bng 50% d kin. Vvy vic cn lm t khi mi bt u l phi t chc 1 k hoch qun l hng lot t kha, da trn 1 cs cc cm t lin quan bn c th mix c. Vic ny i hi bn phi ng no v suy tnh nnhng trng hp c thxy ra v tin liu trc cho n.

Vic lm SEO cng ging nh vic bn chi c, mi cch dn binh b trn, mi chin thut, mi s hysinh hay thay i trong nc i u hng ti 1 chin thng sau cng. Vic xy dng phi c tinhnh 1 cch bi bn theo nhng k hoch oc dng sn, nhng khong u t v thi gian vcng sc phi c 1 hiu qu nht nh trong s pht trin ca tng th. Mt ci nhn bao qut nhng

xu xa s gip tip kim phn ln cng sc v thi gian.

I I . CC SEARCH ENGI NE XP HNG CC TRANG WEB NH THNO?Khi tm kim bt c th g vi cc c my tm kim u thch ca cc bn, th gn nh ngay lp tc, ccc my tm kim s tm trong c s d liu hng triu trang ca n ly mt hay nhiu kt qu ph hpnht cho bn. Nhng kt qu ph hp hn s c lit k trn cng.

Tt nhin, nhng c my tm kim khng lun lun ng. Nhng trang khng lin quan lm n b qua,v i khi n c th a nhiu hn nhng g bn cn. Nhng, i vi nhng c my tm kim ln, kt

qu tht ng kinh ngc.Brian Pinkerton - ngi sng lp webCrawler ni: "khi bn vo mt th vin, bn hi ngi th th:'travel'? Ngi th th s nhn bn chm chm v a ra vi gi bn c th miu t nhiu hn, rngha hn nhng g bn cn tm lin quan n t kha 'travel'. i vi cc search engine th khng phinh vy. Bn ch c th tm c nhng thng tin lin quan n t kha bn nhp vo. N t khi a racho bn mt gi tt hn (ngoi tr t bn a vo b sai chnh t)."

Vy, lm sao nhng c my tm kim c th tm kim, lc li trong ng h s hng trm triu trangca chng tm ra nhng kt qu lin quan cho bn? Cu tr li y l chng c nhng quy tc nhtnh, c bit n nh nhng gii thut c bit. Mi gii thut c th hin chnh xc nh th noth khng ai c bit, v y l b mt thng mi, nhng nhn chung, chng c nhng im c bnsau y:

V tr, v tr, v tr...v tn s

Mt trong s nhng quy tc chnh trong gii thut xp hng bao gm s nh v (v tr) v tn s xuthin ca nhng t kha trn mt trang Web. Gi ngn gn, n l phng php nh v (v tr)/ tn s.Ly li v d trc: Khi bn hi mt th th v "travel", r rng anh ta s i tm n nhng cun sch ctiu lin quan n Du lch (travel). Cc c my tm kim cng lm vic nh vy. Nhng trang vinhng thut ng tm kim xut hin trong tiu HTML thng l nhng ni dung lin quan nht ca ti. Nhng c my tm kim cng kim tra xem phi chng nhng t kha cn tm kim xut hin


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gn nh ca mt trang web, nh trong hng tt hay trong cu u tin vn bn. Chng gi thit rngbt k trang no lin quan i vi ti s cp nhng t ngay t u tin.

Tn s l nhn t chnh khc trong nhng c my tm kim xc nh mi quan h nh th no. Cc cmy tm kim s phn tch tn s xut hin ca mt t kha trong tan b trang web. Mt t xut hinlp li nhiu ln thng trn mt trang c coi l lin quan hn so vi cc trang khc.

Gia v trong cng thc

By gi s l thi gian phn loi phng php nh v (v tr)/ tn s c m t trn. Tt c nhng cmy tm kim chnh cho php n ti no , ging nh nhng ngi nu bp c th i theo sau mtcng thc tiu chun. Tr phi nhngngi nu bp thch thm nhng thnh phn b mt ca mnh. Vihnh thc ging nh vy, nhng c my tm kim thm gia v vo phng php nh v (v tr)/ tns. Khng c mt cng thc no l mu s chung. Chnh v vy, mi c my tm kim s cho ra kt qukhc nhau vi cng mt t kha c tm kim.

u tin, mt s c my tm kim lp ch mc nhiu trang web hn so vi cc c my khc. Mt s cmy tm kim li thng index mt s trang web no thng xuyn hn. Kt qu l khng c c mytm kim no c cng kt qu v danh sch h s chng tp hp c. l iu t nhin khi chng tath so snh kt qu.

Nhng c my tm kim c th cng pht nhng trang hay loi tr h t danh b ca h, nu h phthin ra cc trang dng " Spamming." Mt v d l mt t kha no c lp i lp li hng trm lntrn mt trang web vi mc ch nng cao tn s c xp hng cao hn. Cc search engine sdng cc phng php theo quy nh chung (bao gm c nhng than phin hay s t co ca ngidng internet) xem xt, nh gi mt trang web xem n c vi phm quy nh hay khng.

Nhng nhn t bn ngoi (Off the page factors)

Cc search engine hin nay c nhiu kinh nghim i vi mt s webmaster c kin thc siu hngc th p dng nhng cng thc lm o ln kt qu trang web ca h c xp hng cao hn. Bi

vy, hu ht cc Search engine chnh hin gi u ly nhn t "Off Page" lm tiu chun nh gixp hng mt trang web.

Nhng nhn t bn ngoi (Off Page) l nhng nhn t khng d b tc ng bi cc webmaster. ngu trong s ny l s phn tch nhng mi lin kt. Bng vic phn tch nhng trang lin kt ti nhaunh th no, mt c my tm kim c th xc nh mt trang l c v th g v liu trang kia c "quantrng" v xng ng c xp hng cao hay khng. Ngoi ra, cc webmaster kinh nghim cn s dngcc mi lin kt gi to nhm y cao th hng website ca mnh.

Mt nhn t bn ngoi khc c tc ng ln l vic m s ln truy cp vo trang web. Ni ngn gn,cc search engine theo di xem trang no c tm kim nhiu hn vi mt t kha no . Mt tranghm qua ang xp hng thp, nhng c nhiu ngi tm kim truy cp vo th s c nng cao trong

hin ti. Cn nhng trang top trn, nhng him khi c ai truy cp s b mt dn ngi v. ychnh l l do v sao hu ht cc trang bo ln, vi s ngi truy cp cao lun c v tr cao trong cc cmy tm kim.


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I I I QUY TR NH THC HI N 1 CHI N DCH SEO

SEO cng ging nh lm PR, cn c phng n, k hoch khoa hc, c th. Lm seokhng ng cchs khng mang li hiu qu, m cn phn tc dng. GLINK trin khai seo cho khch hng theo quytrnh sau:

Bc 1: Kho st thng tin khch hng

Ly thng tin v doanh nghip khch hng Xc nh lnh vc hot ng, mc cnh tranh Ln danh sch cc i th cnh tranh, xc nh hnh thc qung

b ca h Kt thc bc ny, chng ta s c ci nhn tng quan v doanh

nghip, ngnh hot ng, tnh cnh tranh trong ngnh, t a ra phng n qung b ph hp (khng nht thit phi lqung b qua Internet)

Bc 2: Kho st website (p dng cho doanh nghip c website)

Domain ang s dng l g? Website s dng cng ngh no? My ch t u? Tc nhanhhay chm?

Kim tra tnh ti u ca website: tc truy cp, cache d liu, bng thng.... Kim tra kh nng seo hin ti: check li cc th meta, title, description, content, footer, xem

t ng cha, c hiu qu hay khng? Kim tra tc load trang, s lng nh, file flash... v cc d liu nng khc Xc nh Rank hin ti: rank Google, Alexa Xc nh v tr website khi search trn Google vi cc t kha l domain, t kha l tn cng ty,

t kha theo lnh vc hot ng Kim tra sitemaps hin ti ca trang, c sitemap hay khng, sitemap c hiu qu khng? S lng page c Google, Yahoo, Bing index trn trang S lng Backlink (link trn trang khc) tm thy trn Google Kt thc bc ny, c th bit c kh nng hin ti ca website, t c phng n sa

cha, ti u, nng cp website ph hp cho vic seo.

Bc 3: Ti u ha website

Nng cp my ch, nu my ch khng p ng nhu cu Sa li website, thm th keyword, description, copyright... To sitemaps, submit sitemaps ln cc search engine To cache site trn my ch: filecache, memcache, apc-cache, x-cache Ci t Gzip tng tc website To cc trang refer, cc trang refer c t trn nhng server quc t, tc cao.

Bc 4: Lp cc thng k

To ti khon thng k trn Google, Yahoo, Bing, Alexa, Ask v mt s search engine khc. Thng k kt qu theo ngy, thng, k

Bc 5: Bin tp & Qung b

Bc 5-A: cp nht ni dung


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o To chuyn mc Tin tc, cp nht ni dungthng xuyn cho trang.o Submit cc bn tin mi ln cc site: Linkhay, Digg, Sigg...o Vic cp nht ni dungc tin hnh thng xuyn, hng ngy. Cui tun GLink s

c bo co cho khch hng v s lng bi vit mi. Bc 5-B: Qung b website

o To account qung b trn cc mng: Facebook, MySpace, Yahoo, LinkIn, Twitte,

BlogVieto To trang blog ring trn Yahoo, BlogViet, Opera, Bloggero Cp nht ni dung, xy dng mng li kt bn trn Facebook, MySpace, Yahoo, Twitte,

to fanclub trn Facebook.o To Account trn cc forum (ti thiu 100 forum), to ch k cha backlink vo dng

qung co, chm sc cc chuyn mc trn nhng forum ny, ti thiu mt ngy s c 30- 50 bi vit trn cc forum.

o Submit link website ln cc web directories ca Vit Nam v nc ngoi, ti thiu 1000web directories.

o Cp nht ni dung trn cc blog khi to, submit ni dung ny ln cc trang chia s: Sig,Digg, Linkhay, Tagvn.com

o To account trn cc trang rao vt: Rongbay.com, Enbac.vn, Timnhanh.com,Chodientu.com, Vatgia.com...

o To gian hng trn Enbac, Chodientu, Vatgiao Submit t 10-20 tin rao vt mi/ngy trn cc site raovat.

Bc 5-C: Gi Email Marketingo Xc nh list email tim nng cho site: 20.000 - 100.000 emailo Vit ni dung mail, tin hnh ln lch gi mailo Kim tra mail reply, tr li email, ln danh sch khch hng tim nng t vic gi mail

Bc 6: Xy dng h thng qun l khch hng (ty chn)

H thng qun l khch hng trc tuyn s thng k thng tin khch hng, qun l thng tin linh, ln k hoch lm vic, chun ha quy trnh sales & marketing ca doanh nghip.

Trn yl cc bc cng vic chnh cn tin hnh khi qung b website doanh nghip. Tytng trng hp c th, k hoch trn c th c thay i ph hp hn.

3.1 Nghin cu & xc nh tkha

Xc nh t kho cn SEO : C nhng t kho ta tng nhiu ngi tra cu nhng thc t li rt tv ngc li. Vic chi tin vo nhng t kho t tin l hp l nhng chi ph nhiu vo nhng t khokhng hiu qu s tn ph ca Doanh nghip

Trn nh l thng k ca 1 t kho hot c search nhiu nht trn Google.com.vn thng 11/2008 v

nhng key lin quan. Nhn thng k ta bit c ngi s dng Internet search g nhiu nht m pdng chnh sch qung b ph hp v tit kim ti a chi ph. Khch hng ca chng ti c xut hin v tr u tin (S 1) v c gn 100K visitors 1 thng t ring 1 t kho ny.

Hin nay nhiu khch hng bt u bit n SEO v Ranking nhng vn lm 1 cch thiu hiu bit.Vic p dng cc tiu chun chuyn nghip cng nh gp c nhng i tc t vn am hiu th sgip ch nhiu cho vic qung b ca mnh trn Internet, chnh xc l s dng mt dch v ca DigitalMarketing mt cch am hiu.


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3.2 Ti u ha trong trang

Search Engine th lin tc hon thin thut ton m c th cung cp cho ngi dng nhng kt qutt nht ( nhng website cht lng). Mt website c cht lng l site mang n cho khch ving thm

nhng thng tin b ch v th sau khi chn keyword, cng vic tip theo ca bn l xy dng nidung trang web lin quan n keyword .

On-page SEO c ngha l ti u ha cc m trn trang web, v th bn cn ch nhng iu sau y:

1. Title Tag : th tiu Title tag l trong nhng mt nhn t quan trng trong vic t c th hng cao. Tile tag th rt cnthit trong m HTML, n to ra nhng t m xut hin trn thanh tiu ca trinh duyt. Thng thtitle tage l yu t u tin trong th , tip theo l Meta Description v Meta Keywords tags. Mt s quilut chung bn nn tun theo khi optimize title tag:

- S dng 5-7 t v ti a 65 k t cho title tag.- Nu c th, ng nn s dng nhng t c gi l stop word nh "a, and, or.."- Trnh spam: ng nn lp li cng mt keyword qu 2 ln.

2. Meta Description tag :

Meta Description tag m t ni dung website ca bn. Search engine s dng ni dung ny m tngn gn ni dung trang web khi th hin kt qu tm kim cho ngi dng. Th Meta description nnbao gm nhiu t kha c t chc trong 1 cu c ngha.- t keyword phrase u description t c th hng cao nht c th.- Cgng gi description trong khong 255 k t.

3. Meta Keyword tag :

Meta Keyword tag cho php bn cung cp thm thng tin cho search engine v ni dung website cabn. Bn nn km theo 25 t hay cm t ngn cch bi du phy trong mete keyword tag.

Di y l v d ca th header ca mt website :

Quote:

(tells robots to follow links)

Thnh thong s c thm mt vi on m cn thit phi t trong th header, v d nh khi s dngJAVA scripts hay CSS (cascade style sheet).

Lu l ni dung th header s khng c th hin trn trnh duyt.

4. Body text :

Ni dung trong th body, s hin ln trong trnh duyt.y l phn m visitor s thy khi tham quan website ca bn. C nhiu vn cn xem xt khi t


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keyword trong ni dung ca website. Hu ht cc search engine s ch mc (index) tt c ch (text)trong mi trang web, v th vic vic t keyword xuyn sut ni dung trang web th rt quan trng.Tuy nhin, mi search engine (SE) s dng cc thut tan khc nhau xp hng webpage.

i y l mt s quy nh chung m mi ngi nn tun theo:

- m bo trang ch chnh ca bn c keyword. N s c c hi c index nhiu hn nhng trangkhc, v n s ch l trang c index bi 1 s SE. Mt vi search engines xp hng webpage cao nun c t nht 100 t, v th ni dung ca bn nn c ti thiu 100 words. Khi submit website ca bnvo directories th cc Directories i hi website ca bn phi c ni dung tt (quality content) , trang web ca bn phi c ni dung tht s chkhng phi ch l trang list cc keyword.

- Cc th H1, H2...H6 (heading) th cng rt hu ch trong vic SEO, bn nn t keyword chnh trongnhng th ny. Ti ngh dng 1 keyword chnh trong 1 th H1, v mi keyword ph trong 2 th H2.

- In m v in nghing cc keyword chnh t nht 1 ln (khuyn co khng nn in m hoc nghim ttc keyword).

3.3 Ti u ha ngoi trangLink Exchange (Trao i lin kt )

C mt vi iu lu khi trao i lin kt m bn cn xem xt. Khi trao i lin kt bn nn tm nhngwebsite c ni dung tt, cng ch hoc tng twebsite ca bn.

trao i lin kt, bn thc hin nh sau : bn tm kim nhng site c cng ch. Sau , bnemail cho cc webmaster , hi xem h c vui lng trao i lin kt vi mnh khng. Nu hng thh st lin kt n website ca bn, ngc li bn cng st lin kt n website ca h.

Thc hin ng chin lc xy dng lin kt s mang li cho bn cc li ch sau:- Gia tng traffic cho website ca bn.- Tng hng trn cc search engine.- Cung cp thm ti nguyn cho trang web ca bn- Tit kim c tin qung co.

Mt scch khc ngi khc tr lin kt n site ca bn:

-Cho php ngi khc pht hnh ni dung, bi vit ca bn trn website ca h, bn st lin kt nwebsite ca bn cui ni dung bi vit, nhng ngi khc mun sdng ni dung, bi vit ca bnphi ghi r ngun gc bi vit v do h tng link n site ca bn.

- To mt directory trn site ca bn v cho php ngi khc submit site h vo directory ca bn, tqung co ca bn trn u trang ch directory.

- Pht hnh min ph ebook cho visitor. Ebook phi c ni dung lin quan n website ca bn. Chophp h pht hnh min ph cho visitor ca hnhng phi t lin kt n website ca bn.


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Directory Submission (Submit website vo cc directory)

Mt vi search engine snh gi cao website c list trn cc directory c uy tn, iu gii thchti sao vic submit site bn vo directory l rt cn thit. Trc khi submit website vo cc directoriesbn phi ti u ha website, submit vo ng category nu khng s b tchi.

Di y l mt vi directory uy tn m bn nn submit:-Yahoo (ph $299/nm)- DMOZ min ph- Jayde B2B min ph- GoGuides min ph- Zeal min ph.

3.4 Kim Tra ThHng Website Trn Google Khi Thc Hin SEOHng dn cch kim tra th hng ca website trn google vi nhng t kho ang thc hin SEO.

Bc 1:

http://www.seoserp.com/web_tools/google_top_1000_serps_checker.asp

Kim Tra Th Hng Website Trn Google

Bc 2:

La chn Google theo tng Quc gia m bn mun kim tra (v kt qu Google.Com.Vn s khcGoogle.Com hay Google.Us v.v)


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La chn t kho v website mun kim tra. V d: mnh kim tra th hng ca website akuvn.com vit kho internet marketing

Kim Tra Th Hng Website Trn Google T Kho Internet Marketing

Bc 3:

n vo SERP v i kt qu

Kt Qu Kim Tra Th Hng Website Trn Google T Kho Internet Marketing

Bc 4:

Kim tra li trn Google thuc Quc gia la chn


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Kim tra li trn Google

i khi kt qu c s chnh lch nhng khng nhiu. y l 1 cch bn c th theo di v kim traqu trnh thc hin SEO ca mnh thng xuyn. Chc bn thnh cng!

I V. NGHI N CU & XC NH TKHA

4.1 Thc tqu trnh chn keyword cho 1 Website

Chn keyword cho 1 website bt u chin dch SEO v SEM lun l bc u tin v rt quan trngnh hng n ton b qu trnh lm SEO v SEM ca 1 mt website. Sau y mnh s chia s cng ccbn qu trnh la chn keyword cho 1 website m mnh lm

Mt s thng tin v website :

- Website ny ca 1 cng ty gm s xut khu .


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- Th trng nhm ti l cc nc Chu u v Chu M .

- Website ranking tt vi nhng t kha ban u

Yu cu :

- Lm mi keyword v tin hnh seo vi nhng keyword mi vi mc tiu tng cao traffic hn nhngkeyword c .

- Tm kim 4 keyword ch o cho website

Cc bc thc hin :

Bc 1: Xc nh r mc tiu ca website .

- Nhm ti khch hng u v M mun mua sn phm gm s ca vit nam .

Qua y nhn nh c 1 t kha trong cm t cn tm c th gip rt ngn qu trnh lm seo :

vietnam

- Tng lng truy cp t nhng khch hng tim nng .

Bc 2 : s dng www.google.com

- Mnh bt u search cc keyword ca website v nh gi mc ranking ca website so vi ccwebsite cng ngnh .

nh gi : ranking tt ( u nm v tr th 2 n th 5 trn google.com )

- Lt qua tt c cc title ca cc website i th , tm hiu s khc nhau gia title ca cc website

vi website mnh ang lm .

Qua bc ny mnh nhn ra c mt vi vn c bn .

Bc 3 : Keyword research tools

- Th dng Google Insight For Search

1 kt qu ngho nn , khng c nhiu tc dng

Tip tc s dng Keyword Tool- GoogleAdWords


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Cng n gin ng khng cc bn , c 1 list cc keyword v lng tm kim tim nng

vo cc keyword c lng tm kim kh cao th c 2 keyword nm trong nhng keyword c ,

ch cn 1 keyword na c lng tm kim ngang nga l vietnam handicrafts , tm lu li keyword ny. Vy l ngoi 2 keyword c v 1 keyword mi c c mi ch c 3 keyword .

4.2 Nghin cu tkha

4.2.1 Nghin cu tkha mc tiu trc khi SEO

Vic nghin cu nhng t kha chnh cho mt website trc khi thc hin SEO l cng vic rt quantrng v cn thit. Nu bn khng quan tm n vn ny, c th bn phi tr gi cho nhng sai lmkhng ng c trong qu trnh thc hin dch v SEO ca mnh.

Nghin cu chc chn s mt nhiu thi gian

nghin cu mt vn no , chc chn bn phi b thi gian thc hin n. Dch v SEO cngvy, trc khi bt u cng vic ca mnh, bn phi b ra mt khong thi gian nghin cu t khamc tiu trc khi thc hin cng vic SEO ca mnh.

Bn khng nn thc hin cng vic ca bn mt cch vi vng. Mi mt cm tphi c nghin cuk lng, chnh xc m bo tm ra nhng cm t thch hp v loi b nhng cm t khng thchhp vi website cn thc hin.

Qu trnh nghin cu t kha cho dch v SEO ca bn khng th tin trin mt cch tuyn tnh. Chng

ta cn phi nghin cu nhiu t kha v ti mt thi im no s tp trung cho mt t kha. Trongqu trnh nghin cu, bn phi lt i, lt li tm ra c nhng t kha ph hp nht.

Lun phi ng no v tkha

Chng ta c th bt u nghin cu t kha bt k u nhng nn bt u t mt danh sch cc tkha ph hp vi ngnh ngh kinh doanh ca bn nht. Bn mun nghin cu t kha no, hy lunngh v n.


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Vi cch ny, chng ta s c mt danh sch t kha rt khch quan, khng ph thuc vo ch quanca bt k ai. Trong qu trnh ny, bn phi a ra nhng cu hi v tr li n mt cch chnh xc,khch quan c c nhng t kha ph hp.

Trc tin, hy ngh v nhng n cc cu hi c lin quan n bn. ng vi vng tr li nhng cuhi m hy dnh thi gian kt hp nhiu cu hi trc khi a ra nhng cu tr li chnh xc.

Khi c danh sch cc cu hi v cu tr li tt, hy dng n cng c SEO - Webmaster Tools cc nhng gi khch quan, chnh xc.

Hy nghin cu nhng tkha chnh trc

Trong qu trnh nghin cu t kha, r rng bn s thu c kt qu l danh sch rt nhiu cc tkha. Tuy nhin, bn nn loi b ly nhng t kha chnh ph hp vi trang web ca bn nht.Chnh nhng t kha ny l c s bn pht trin thm cc t kha lin quan. Lu rng, mt tkha tt s cha hai n ba t, rt him khi t kha ch c mt t. Bn cng nn lu thm mi trangweb trn website khi cung cp thng tin cho ngi dng ch nn cp mt t kha chnh.

Hy lun lun nghin cu t kha cho website bn ang thc hin dch v SEO, cng nghin cu bn sc cng nhiu t kha thch hp cho website . Nu bn dng nghin cu t kha, c ngha l website b gim bt s chm sc rt nhiu.

Tt nhin l chng ta khng th a ra ht c cc t kha trc khi SEO, nhng trong qu trnh thchin dch v SEO da vo vic s dng cc cng c SEO, tr gip t kha v kt qu tm kim cakhch hng n vi website ca mnh,... chng ta c th a ra nhiu t kha cho website ca mnh.

To nh x gia tkha v ni dung

Sau khi c danh sch cc t kha chnh phc v cho mc ch SEO, chng ta nn thit lp mt s nh x t kha vi ni dung trn website ca mnh. Ty thuc vo ni dung website bn c, cng vic

ny c th thc hin rt d dng nhng cng c th rt kh khn.

a ra t kha chnh rt kh khn, v bn phi xc nh c ni dung cung cp ca trang mia ra c quyt nh. Nu bn khng tm c t kha thch hp v cng khng th thay i cni dung trn trang web , hy c gng th mt t kha khc.

Tuy nhin, do mc tiu chnh l tng doanh thu bn hng qua website, cch lm tt nht vn l cnhng t kha thch hp, sau chng ta thc hin hiu chnh ni dung trang web cho ph hp hn.

Nh vy, chng ta nn nghin cu nhng t kha ct li, thc hin ti u chng trc, sau mi ncc t kha c u tin thp hn.

Khi c c danh sch t kha thch hp, chuyn sang cng vic tip theo bn cn c thng tinv website . Qu trnh thc hin ti u s c thc hin nhanh hn bng cch da vo t kha mctiu v s nh x bn lp. iu ny trnh c vic bn phi b nhiu thi gian cho vic nghincu tng trang c th.

4.2.2 Bn bc nghin cu tkha thit kweb


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Nghin cu t kho thng l mt trong nhng nhim v u tin khi thit k web v tiu cho cc my tm kim. Hu nh ton b qu trnh SEO c xydng trn nn tng ca vic nghin cu t kha trn website.

iu u tin m cn lu tm n khi nghin cu t kha cho mt trangweb l lm sao tng lu lng truy cp.Mi trang web u l khc nhau. Nhiu trang web c pht trin nh mtcng c gii thiu cng ty, qung co trn Internet, trong khi cc trangweb thng mi in t tp trung vo bn hng. Bn cn phi nm cnhng nhm khch thm no s l i tng chnh ban nhm ti khinghin cu t kha cho site. Bn khng th c quyn kim sot cui cngv vic ai thm trang web ca bn, nhng bn khng c kim sot nhng g bn ti u ha.

Thng thng, qu trnh nghin cu t kha c th c chia thnh cc giai on sau y:

Giai on 1 - To danh sch v kim tra

tng ban u ca nghin cu t kha l vic to mt danh sch cc t kha c lin quan ti nidung site va bn.

B quyt l bt u chm.

Bc u tin trong qu trnh ny l to ra mt danh sch cc t kho tim nng. ng no tt c cct bn ngh rng mt khch hng s g vo tm kim ca h khi c gng tm thy bn. iu ny baogm t duy ca nhng cm t rt rng v nhm mc tiu, mua v nghin cu theo nh hng, v tn v a. hy vng trang web ca bn lm hoc qung b l g? Hy n vi cc t, trang tritt c cc dch v cung cp trang web ca bn. Trnh cc iu khon qu chung chung nh 'giy' hoc

'qun o'. Cc t ny l v cng kh khn xp hng cho v s khng iu kin lu lng truy cpn trang web ca bn.

Nu bn cn gip nhng tng, hy hi bn b, ng nghip hay khch hng c gip . ikhi h c th xem trang web ca bn khc bit so vi cch bn t nhn thy n.

Giai on 2 s dng cc cng c nghin cu t kha

By gi bn c danh sch ca bn, bc tip theo ca bn l xc nh cc hot ng cho mi t khac xut ca bn. Bn mun thu hp danh sch ca bn ch bao gm nh gi cao t c,tm kim, sau khi cm t s em li cho giao thng c trnh nht trang web ca bn.

Bng cch nhp cc t kho c xut ca bn thnh mt cng c nghin cu t kha, bn c thnhanh chng tm hiu c bao nhiu ngi dng ang tin hnh tm kim cho rng thut ng mi ngy,bao nhiu ca nhng ngi tm kim thc s chuyn i, v quan trng phn tch cc thng tin khc.N cng c th iu chnh bn vo t bn trc b lng qun hay t ng ngha bn khng bit.

C rt nhiu cc cng c tuyt vi c gip bn xc nh c bao nhiu hot ng t kha ca bn


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nhn c. Di y l mt vi trong s mc yu thch c nhn ca chng ti:

Wordtracker Wordtracker l mt cng c tr ph, cho php bn tm kim cm t kha ph bin xc nh hotng v ni ting ca h trong s cc i th cnh tranh. iu ny l rt hu ch cho vic tm ra cchn s c kh khn xp hng cho mt thi hn nht nh.

Trellian Keyword Discovery tooly l mt cng c m ngi s dng c th xc nh gi tr th phn cho mt tm kim c, xem nhth no nhiu ngi s dng tm kim cho n hng ngy, xc nh cc cch vit thng thng v lichnh t.

Google AdWords Keyword ToolCng c ny s hin th mt biu t kha n gin, to cho ngi s dng ch mt t l xp x vmc ph bin ca t kha.

Google SuggestGoogle Suggest l mt cch tuyt vi tm t ng ngha v gi t lin quan c th gip bn mrng danh sch ban u ca bn.

Giai on 3 - Hon chnh danh sch ca bn

By gi bn c danh sch ban u ca cc t v c th nghim hot ng ca h, l thi gian thu hp lnh vc v quyt nh nhng iu khon s c a vo t kho danh sch cui cng cabn.

Giai on 4 xy dngk hoch ca bn

C th, nu bn phi nghin cu t kha ca bn, t nht l mt s t trong danh sch ca bn xut hin trong ni dung trang web ca bn, nhng mt s ngi trong s h c th khng. Bt ungh v bao nhiu trang bn s cn phi to ra h tr cc t mi, v lm th no v u cm tkha ca bn s c s dng.

Ni dung ca bn trn trang khng phi l ni duy nht m bn c th chn thm cc t kho. T khocng nn c s dng trong mt s yu t khc trn trang web ca bn:

* Th tiu - Title tag

* Th m t - Meta Description* Th t kha Meta Keyword* mc th H1, H2, * Th ALT khi hin th hnh nh* Cc menu lin kt trn site

Thc ra khch hng ca bn v trang web ca bn cng thay i theo thi gian, do , t kho ca bn


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cng vy. iu quan trng l phi gi s theo di t kha ca bn v lm nhng iu chnh v t khakhi cn thit.

4.3 Sdng cc cng c nghin cu tkha

4.3 .1 Cng c gi tkha trong seou u i tm cho mnh 1 keyword ng + p ng ng nhu cu ngi dng + th hin r contentcn truyn ti tht kh ch khng d, vy sao chng ta khng da vo chnh ni m ngi dng search xem h search ci g? v kt qu th no? tnh kh dng keyword d nh ca chng ta l nhth no?

1. Google search box

Khng g c th nh hng cho chng ta tt hn l google c bic l trong SEO, nhng kt qu truyvn tr v khi search s l gi tt c ci nhn ng n v keyword m chng ta ang c nhnghin cu v pht trin. V d y keyword chng ta ang mun kim nghim l qu tng gingsinh v y l kt qu:

Vi kt qu nh hnh bn th chng ta c th thy 1 list danh sch c a ra gi rt chi tit v rrng. Mun kim nghim su hn khi nghin cu keyword th c th click trc tip ln mi gi . Mi gi

google a ra khng phi ngu nhin m l da trn s ln search nhiu nht n cc cm t linquan trn, iu chng t l nhng keyword quan trng v c tnh cnh tranh cao.

Tuy nhin du sao vn l gi mang tnh tham kho, chng ta vn c quyn la chn keyword khc vphn tch nhiu da trn content v nh hng sn phm.

2. Google AdWords


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Nn s dng tool ny c thm nhng gi ng ng tin bt go. V d khi cn gi v keywordSEO th c Google gi nh sau:

1 danh sch di l th nhng t tm gn l cho d nhn hn, rt tng quan v r rng phi khng?

3. Google Insights

y l cng c phn tch t kha hu hiu. im mnh nht ca cng c ny cho php bn bit cnhu cu tm kim ca t kha , ni no tm kim nhiu nht, tim nng pht trin..... Hnh sau y lminh ha khi mnh search vi t "SEO" :

4.3 .2 10 cng c nghin cu t kha min ph hay nht

Ti chc chn rng bn tng sdng mt trong scc cng c ny, nu bn l SEOer. Ti thtt ccc cng c SEO ti tm thy trn Google. Nhng thnh tht vi qu v, hu ht trong shang c,hoc b hng, hoc n gin ch v khng hot ng hoc API khng cho php ngi dng hoc m sl sai. Hin c hng trm cng cSEO v ti nh du trang ca h, v vy m ti c thkim tra lithng xuyn. Ti ngh rng n i n mt im m ti c thchia s n vi bn by gi, h hyvng s gip bn.

Nhiu ngi lm SEO ang c gng v th nghim kim tra xem cc cng c c thc s lm vic haykhng, do , nu c nhiu tin ch v cng c SEO hiu qu nht, c th bn s khng nhn thy n y. Nu bn tm thy bt k c cng c no hay hn trong danh sch y, xin vui lng cho ti bitv ti s c vui b sung vo. Sau y l danh sch 10 cng c nghin cu t kha hay nht:

1. Spacky

Spacky SEO l cng c v min ph Nghin cu t kho m s gip bn c lng cc khong s khi


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lng tm kim cho mt tkha trn Google, Yahoo v MSN. Hot ng tt, tuy nhin bn c thc

mt ssckhi g trong nhng Captcha, l v n lun lun di.

2. SEO Digger

Mt nghin cu t kha ph bin cng c m s gip bn tm ra cc t kha l c tim nng tt cho cc

th hng cao trn SERPs hay c thc s xp hng cao trn SERPs. Tuyt vi cho cc phn tch cnhtranh.

3. Submit Expresss

Ti tin rng cng c ny s gip bn tm thy trung bnh khi lng tm kim ca mt t kha vo t

kho Wordtracker v khm ph.

4. WordTracker Keywords

y l mt trang web tt vi cc UI lit k ra rng thng tin d liu lin quan n bt c t kha no

c quan tm. Bn c th lu c kt qu nh XML, CSV, XLS hoc TXT.

5. Word Tracker

Bn ph bin nht v cng c min ph t kha nghin cu c sn trn mng Internet ngy nay. Mc d

c s d liu ph hp hn cho Yahoo, n l mt trong nhng cng c c s dng ph bin nht.

6. Google AdWords Keyword Tool

y l mt trong nhng cng c ti yu thch nh s ng tin cy ca n. N cho bn thy c cp

nht d liu, nu khng phi l mt trong nhng tinh ch hay nht. D liu, mt s nhu cu sng lc v

ch bin, v bn ang c quyn lu thng tin ti y.

7. SEO Book Keyword Research Tool

Mt cng c ph bin nht trn th gii, mt cng c thu thp t cc ngun nh wordtracker, Google

v Yahoo cng mt lc. C th lu cc dats Xml vo tc phm, theo sluggish.

8. Niche Bot Keyword Research

Cng c ny c da trn WordTracker, nhng nhng g ti thch cng c ny l "m rng" cng cthnh pops ln mt ca s vi cc phng php theo di cc t kha. rt hu ch trong khi ang lm

nghin cu v tnh cnh tranh t kha.

9. Keyword Spy

y l mt cng c tuyt vi nu bn mun tnh ton chi ph trung bnh cho mi nhp chut ca mt t


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kha. Ngoi ra danh sch cc cnh tranh, trung bnh chi tiu hng ngy v.v.. - hu ch cho mi ngi

tp trung vo thu nhp AdSense.

10. Good Keywords

Cc nghin cu v t kha tt nht l phn mm ph bin vi SEO. Mc d cc d liu tng t nhWordTracker, n gip bn thu hp d liu rt d dng vi cc b lc. Cc cng c c thit k da

trn Softnik ca Chennai.


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4.3 .4 cng c keyword ca google

Hn bn nghe thy tin rng Google hin ang cung cp mtcng c cho vic nghin cu t kha rt hu hiu, KeywordResearch Tool, cho tt c mi ngi (trc y n ch hin thlng tm kim c lin quan trong mt thanh bar nh mu xanh).

Tuy c nhiu cng c nghin c t kha, c th phi tr ph hocmin ph nhng cho ti tuyn b ny, khng cng c no c thch c cng c v lnh vc ny ca Google.

Chnh v l chng ti s gii thiu cho cc bn mt s mo v sdng cng c ny theo nhng nhu cu v cch cc bn c th pdng nghin cu ny tin xa trong chin dch SEO chin dchti u ha c my tm kim, v PPC nhm thc hin cho cc hnh ng qung b Website ca mnh.Tuy nhin bn cnh bi vit cng cp n nhng hn ch ca n.

Cc mo vi Keyword Research

Chn quc gia

Google chia s lng tm kim da trn vng lnh th quc gia (khng chc chn rng n c tnhton t Google.ca, Google.fr hoc gm c cc tm kim ca Google.com c thc hin bn ngoi ncM). Chnh v vy bn c th thay i c s d liu mc nh v vi ch mong mun. Tuy nhin nubn c mc ch bn sn phm no cho nhiu nc khc nhau trn mt Website, hoc nhm nnhiu nc t mt chin dch AdWord, bn c th chn nhiu nc bng cch thc hin Control +Click hoc Command + Click iu ny hon ton ph thuc vo bn ang s dng Mac hay PC.

Bn cng c th chn mt cch n gin All Countries nu cn bn hng trn phm vi ton cu. Bncnh cng c nhiu ty chn cho cc thnh phn ngn ng.

To cc t kha

C mt s ty chn cho vic to t kha bn c th nhp vo t kha ca chnh bn, hoc s dngmt URL ang tn ti. Trong ty chn th hai, Google s trch rt cc t kha khi trang v to cc tkha c lin quan.

Ty chn 1: T kha (Keywords)

nh vo mt vi t bn ngh trong u mnh hoc imporrt mt danh sch cc t ang tn ti tAdGroup, cho v d.


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Nu bn l mt nh bn l cc hng ha v chi hc tp cho tr nh learning toys hy nhlearning toys, educational toys, baby toys, toddler toys, childrens toys.

C th chn s dng t ng ngha synonyms hay khng hoc chn cc t kha mang tnh ph nh.

Sau kch Get keyword ideas.

Ty chn 2:URL

y l mt mo khng s dng URL ca ring bn. Nu bn bn chi hc tp learning toys hychn kt qu tm kim trn cng cho learning toys trong Google v cho php Google trch rt cc tkha c lin quan khi trang .

Bn c th chuyn i gia hai ty chn m khng h mt i danh sch cc t kha hoc u vo URL,ch cn kch Get keyword ideas ln na chy li qu trnh tm kim. Khi bn thc hin mt tm kimt kha vi trng trch nng, khi bn cn phi ngh rng hn nhng g ang c trong u mnh iu mi c tc dng vi cc i th cnh tranh ca bn. Cn bo m rng ch b qua cc t khakhng lin quan n site ca bn.

Thit lp kiu hp l l Exact

Khi bn quan st d liu, nu chn kiu tng xng rng broad hoc cm t phrase, bn s nhnc s lng t kha nhiu hn v n s gm c cc truy vn di hn gm c c t kha trong . Chov d, learning toys s c trong cc tm kim learning to make wooden toys vi kiu broad hoc

used learning toys vi kiu phrase. Kiu Exact s th hin cho bn s lng t kha chnh xc.


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Tr khi bn s dng cng c lm vic trn chin dch AdWords (xy dng cc AdGroup hoc quanst advertiser competition hoc gi c b thu c nh ot vi cc kiu broad v phrase) bngkhng bn khng cn xem kiu broad v phrase ny.

Thm hoc bt ct

Mc nh, bn khng th thy c tt c d liu u trong trng thi hin hu. Kch Show All xemmi th v remove cc ct no nu bn khng cn thit, ging nh Average Position hoc CPC nubn khng thcin cc AdWord (Mt s nh qung co AdWord khng tin tng v s nh gi ny).

Remove cc ct khng ch n gin nh nhng g bn thy, m cn tr gip bn export d liu bn cnthnh dng vn bn .CSV hoc vi plug-in Table Tools ca Firefox.

Nhy ncc phn d liu

Nu s dng ty chn URL, Google s ct cc tkha ca bn thnh cc nhm nh hn, tuy nhinbn c th iu hng chng thng qua cc lin kt.


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Phn loi d liu

Khng c qun rng d liu bng ca Keyword Tool, Google AdWords v Google Analytics l honton c th phn loi ging nh bng tnh ca Excel.

Download tt c cc t kha, khng to danh sch

Bn c th kch Add {match type} to mt danh sch cc t kha mong mun, tuy nhin thao tcny s khng gi c d liu v lng tm kim ca bn. Chnh v vy khi bn ang quan st dlium bn mun gi (cc ct c lin quan), hy kch download {option} (text, .CSV):


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Tip xa cc t kha m bn khng mun trong . Vi cch lm ny, bn c th gi c danhsch cc t kha st vi mong mun ca mnh c th d dng lm vic v to cc quyt nh t thay cho mi t kha c th s dng cho site (chn mt hng mc hoc mt dng sn phm). Bn cth paste d liu vo mt bng tnh ln nu mun (mt bng tnh cho mi mt nhm t).

S dng Keyword Research

Lc ny chng ta sn sng cho vic s dng d liu ny thc hin cc hnh ng qung b khcnhau.

PPC

Nu bn ang nghin cu cho PPC v phn loi bi advertiser competition (kch hai ln chn low-high), bn c th thy mt lng t kha r, chng hn trong hnh bn di l learning express toys.Nu bn khng mun chuyn tr sn phm (v khng v n l mt ca hng ang cnh tranh v chi), th chc hn bn s mun b sung t kha express vo danh sch t kha thiu hp dn camnh (nu s dng kiu broad).


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SEO v kh nng s dng ca Site

i khi c hai cch c th din t cng mt th ging nhau. Khch hng c th ngh g v educationaltoys hoc learning toys? Educational games hoc learning games?

Bn c th c nhiu phn on khc nhau nh cng c nghin cu t kha ny s cho php bn c cnhng tham kho tt hn. Nu bn phn loi bi Approx. Average Search Volume (khng phi cc tmkim ca thng trc m tm kim trung bnh hng thng), bn c th so snh cc t ng ngha:

S dngkeyword research phn loi v iu hng cc nhn

Trong trng hp ny, ngi bn l chi s s dng Learning Toys v Educational Games vi tcch l lin kt vn bn trong cc menu iu hng. iu ny khng ch nng kh nng SEO cho cc

trang v hng mc m cn l mt c hi tt khi c nh du bi mt khch hng no ang scantrang tm kim t kha m ngi ny nh vo trong search engine.

Nu bn pht hin thy cc t kha no c tm kim mc cao, c th bn s to cc hng mchoc u tin cc lin kt xut hin trong menu ca mnh ( gi kh nng qun l cc menu, mt s ngibn sn phm s chia cc menu thnh nhiu lin kt nh, view all hoc more xem tt c cc hngmc).


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S dng keyword researchgia cc vng

Cc kiu sn phm khc nhau c th c tc dng cc thi im khc nhau, chnh v vy cao chng

trn trang ch mi mt thi im khc nhau trong nm to ra s nhy cm. Bn cng cn cung cpcc lin kt n cc hng mc hoc sn phm bng cch lin kt trc tip t trang ch (lm cho n tr nnquan trng hn trong cc tm kim ca search engine).

V d nh nhng ci tn nh Melissa, Doug v V Smile cc nhnh theo yu cu ti sao khng caochng trn trang ch, hoc trong hng mc Educational Toys or Learning Toys? Thm ch d liu bnhng ca bn hin th vic bn hng cho cc chi nhnh ny l thp, nhng iu c th l v bn duchng trong site ca mnh v khng to cc chin dch lm tng lu lng nh SEO v PPC i vi ccthut ng ny.


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S dng nghin cu t kha cho vic tm kim site

Bn cng c th iu chnh vic tm kim site ca mnh lm cho cc nhnh hot nht s xut hin trn

nh (min l cng c tm kim site ca bn cho php).

Bn cng nn quan tm n cc t ng ngha m bn c th khng ti u ha tm kim bn trong site.C th bn s mt n 50% doanh s bn hng ch n gin v kt qu tm kim l 0 results found ivi cm t educational games v hng mc ca bn c gi l Learning Games.

Nu bn s dng vic gn th t kha cho cc sn phm (iu ny c th to cc trang c ti u bi tkha trong search engine, ph thuc vo cc bn thc hin nh th no), cng c th gn th vi cc tng ngha.

Cc ng dng khc

y mnh SEO bi vic to nhng ni dung mi (hoc ni dung blog), b sung thm vo cc t kha ncc tag tiu hoc s dng cc t kha trong phn cm t c gn siu lin kt cho cc lin kt bn trongv cc chin dch xy dng lin kt bn ngoi. Hoc s dng t kha v cc sn phm hot trong dng ttu, Nu bn thc s to bo, ng k cc t kha v redirect n site ca bn hoc xy dng ra ccsite siu nh thch hp.

Nhng hn ch

Mc d cng c ny c tuyt vi n u th n cng khng th l hon ho:

D liu y mang tnh qu kh, iu c th s khng bao gi d on trc c tng lai.

D liu ny khng th th hin tc chuyn i hoc click thc ca bn. N ph thuc vo sti u SEO v PPC ca bn, s cnh tranh v vic cung cp sn phm ca bn, s lin quan nsn phm v gi c, v nhiu vn khc na.

Khng th hin cho bn c tnh c li ca t kha. C th l bn ang t ngn kh ca mnhvo cc t kha c s lng cao nhng t kha rng, ni mi ngi ch ang nghin cu vkhng sn sng mua.


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D liu ny l ch ca ring Google vi 60% phn khc th phn trn th gii. C th lu lngYahoo v MSN chuyn ti tt hn cho lnh vc ca bn chng hn, v th trng ca bn thch ccc my hn.

Mt s ngi phn nn s nh gi y khng c cn c khi ch tng thch vi cc t kha ntng ca h. Tuy nhin cn lu rng s khc nhau c th xy ra vi nhiu l do:

o bn cn s dng cc filter theo a l hno chin dch ca bn c th c thit lp hin th cc qung co theo thi gian, nh vy

s khng xut hin cho mi tm kim.o bn c th vt qu ngn kh hng ngy vo mt ngy no vo s khng xut hin cho

mi tm kim.o qung co ca bn c th khng xut hin trn mt trang no tm kim c thc hin

nhng v tr ca bn li nm ngoi top 10.o Kiu hp l ca bn khco Nhng n tng ca AdWords gm c search network (AOL, Ask, Shopping.com cho

v d nh vy), trong khi cng c t kha hn ch i vi Google.com v Google TLDs(.ca, .co.uk )

4.3.5 Ti u keyword cho seo tt hn

Phn ln cc SEOer lun tin rng thnh cng ca qung co nm trong vic lm cho mt website shu pagerank cao vi mt hay hai t kha ch cht, v v th cc marketer lun dc sc t cmc tiu trn. Tt nhin l n hiu qu tht y, nhng khng phi lc no cng vy.

Nu nh phn khc th trng ca bn qu ph bin trn Internet v c qu nhiu cc i th nghnh cnh bn, th s rt kh khn em n rank cao cho website ca bn vi nhng t kha ttnht gm 1 hay hai t. V thm ch nu bn lm c iu ny, th thnh cng cng rt kh c th tnti lu di. Ph tn th nhiu m kt qu th chng bao nhiu. V th, tht n gin bn thy rng nchng ng vi cng sc v thi gian m bn b ra.

i khi t c nhng thnh qu tt hn cng nh bin cc khch ving thm website thnhnhng khch hng trung thnh, bn cn phi t duy sng to tr nn c o v duy nht. nghiu lm nh, ti khng c bo bn phi a ra mt sn phm hon ton mi u. Bn c th s hu


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mt trong nhiu nhng sn phm ca mt dng sn phm no nhng hy tip cn th trng ca ncng nh qung b n t mt gc khc.

Mt trong nhng b quyt ca thnh cng bn vng l to rank cho web vi nhng t kha long tail (cccm t kha gm 4 hay 5 t tr ln). S d dng hn rt nhiu to rank vi cc t kha long tail vn s c th hn v khng so mn nh nhng t kha chnh vi 2 hay 3 t trc y.

Ti s a ra mt v d bn c th hiu r hn nhng g ti mun ni n. Chng hn website cachng ti chuyn bun bn phn mm G-Lock EasyMail. Nhng t kha u tin xut hin trong tm trca ti v ti mun rank cho n l email software, hay email sender, hay bulk sender hocnhng t i loi nh vy. Nhng lng ngi gi mail trn internet li l mt con s ln n kh tin.

V nu nh hu ht cc nh sn xut phn mm email u ngh nh ti, th qu trnh lt vo top 10 cckt qu tm kim trong ngnh ny l cc k khc nghit. V th, ti phi chn cho mnh mt hng i hikhc vi h. Ti s quan tm n cc t kha long tail. qung b phm mm gi email ca mnh, tic th mun to rank cho web vi cc cm t nh:

* Email marketing software solution

* Email sending and tracking solution

* Bulk email marketing services

* Software for permission-based email marketing

* Create and send HTML email newsletter

* Download bulk email marketing software

Bn c tng g cha?

By gi hy thit lp danh sch cc t kha long tail lin quan n phn khc th trng ca bn. Vitra c hai kiu s t v s nhiu cho mi cm t kha nu thch hp, v d: Bulk email marketing service -

Bulk email marketing services, Email marketing software solution - Email marketing software solutions.

Vit mt bi t 500 1000 t v m bo c s lin kt mt t kha long tail n website ca bn. Bncng c th thm 1 ng link n website vi mt cm t kha long tail nh mt anchor text (chui kt lin kt) nm trong ni dung ca bi vit trn hoc trong Resource box (hp thng tin)

Khi hon thnh bi vit, hy ng n vo trong cc danh mc bi vit. Sau vit mt bi mi, tiu ha n vi mt cm t kha khc v a n vo cc danh mc. a ra s bi vit nhiu bng scm t kha long tail (c lin quan n phn khc th trng ca bn) m bn c th tng tng ra.Nu bn khng tin tng vo ti vit lch ca mnh, bn c th thu ai thc hn cc bi vit gipbn.

Song song vi vic ng ti cc bi vit, bn c th s dng directory submission (ng k trang webca bn vo trong danh mc) to rank vi cc t kha long tail. Khi bn a mt trang web vo mtdanh mc, bn cn cung cp mt tiu m sau ny s c dng nh mt anchor text (chui k tlin kt) cho URL website ca bn. Ch cn a mt trong nhng cm t kha long tail vo trong title vn s t ng lin kt n site ca bn.

Mc ch chnh l c c th hng cho nhiu cm t kha long tail. Bn s khng thu v qu


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nhiutraffic vi ch mt cm tkha. Nhng nu bn to rank cho web ca mnh vi hng t cc tkha long tail, tng s traffic c th rt cao v mang v cho bn nhiu khch hng mi hn.

Vng, copying/pasting mt cm t kha long tail nh mt tiu trong mi danh mc c th l mtcng vic bun t v tn nhiu thi gian. Nhng gi y chng ti c mt gii php tit kim thigian hu hiu, chnh l Fast Directory Submitter ( mt cng c gip ng k cc website vo nhiuth mc Directory khc nhau trong cng mt thi gian)

Vi cng c directory submission bn t ng ny, bn c th in vo mu profile website mt ln vsau l a vo mt cch ty thch bao nhiu tiu (s dng nhng t kha long tail) v cc miut v sn phm cng c. Khi ng website ca bn vo cc danh mc Directory, Fast DirectorySubmitter s t ng in vo mu submission mt cch lun phin cc tiu v m t ca bn vweb ca mnh t danh mc ny n danh mc khc. Bn ch cn xc minh danh mc c xut, inm xc nhn nu cc danh mc yu cu v nhp chut vo nt Submit i n danh mc k tip.

V th, website ca bn s c ng k vi cch s dng cc cm t kha long tail. Khi danh sch ca

bn c chp nhn, bn s c c hng trm links lin kt n website ca mnh. Sau khi Google ghinhn cc ng link ny, bn s nghim nhin ngi chm tr trn nhng ngi u ca danh sch cckt qu tm kim vi cc t kha long tail.

V. TI U HA TRONG TRANG (ON-PAGE OPTI MI ZATI ON)

5.1 Ti u snippets vi th meta description

Trc khi bt u, chng ta hy tm hiu th no l mt snippets ? Theo Google Php ng(Trong bivit lin quan ti vic loi tr mt lin kt khi danh sch nh ch s)

Mtsnippet Google l mt on trch dn ca trang cho php ngi dng thy c ni dung t khatm kim c in m v xut hin trong trang kt qu ca Google. Sau h s quyt nh la chntrang no c cha thng tin b ch. Ni chung, ngi dng sla chn mt cch ch nh (v nhanhchng) cc trang c m t vi t kha tm kim trong vn bn.

Vic ci tin on vn bn trch dn m t ny (description) rt quan trng tng t l CPM, Trntrang Blog chnh thc ca Google Webmaster, c ng mt bi v cng c cho webmaster v Google

cn c c mt i ng Snippet Team, iu ny chng t snippet rt quan trng v mi th mi ch lbt u.

Gi th cc bn nm r th no l snippets ri. Chng ta hy cng i su vo nghin cu v n :

Cht lng snippet ca bn - mt on k t ngn cho php xem trc kt qu tm kim - c nhhng trc tip n kh nng trang Web ca bn c nhn chn hay khng v gin tip n lngtruy cp t Google. Google c nhiu chin thut la chn snippets (mnh s quay tr li vn ny


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sau) v bn c th ty bin chng bng cch cung cp thng tin qua th meta description cho tngng dn URL.

Ti sao Google li n th meta decriptions ?

Google mun cc snippets phn nh ng ni dung kt qu trang Web tm kim. Google thng u tinla chn th meta description ca trang (nu c) bi n cung cp cho ngi dng vi nhn nh r rngv ni dung ca ng dn URL. N s gip ngi dng c c kt qu chnh xc nhanh hn v trnhvic tm i tm li ni dung lm chn nn ngi dng v tn lu lng Web. Hy nh rng th metadescriptions cha hng dy t kha s khng th nm trong tiu ch ny v c t kh nng c hin thso vi cc thng tin khc nh l mt snippet. Mt iu quan trng na l nu nh th meta descriptionc th gip tng t l nhp chut th chng li khng nh hng g ti th hng trang Web ca bntrong kt qu tm kim.

Phng php to th meta description cht lng

Hy to mi description khc nhau cho mi trang

Vic s dng cc m t trng lp hoc tng t trn tt c cc trang s khng c ch khi tng trangxut hin trong kt qu tm kim. Trng hp ny, Google s khng u tin hin th th metadescription. Hy to m t tin cy, phn nh ng ni dung ca tng trang. S dng m t chnh cp tn min cho trang ch hay cc trang chung, sau p dng cc m t cp trang cho cc phncn li.

Bn nn lit k cc thnh phn u tin trn trang Web ca bn, v nu bn khng c thi gian totng m t ring cho tng trang th t nht cng to phn m t cho cc ng dn URL quan trngnh trang ch hay cc trang ph bin khc.

Phn m t phi cha cc thng tin quan trng

Th meta description khng nht thit phi l c cu trc cu, bn c thm vo cc d liu mt cchcu trc lin quan ti trang. Vd mt mu tin hay mt bi vit trn blog c nhn c th lit k tn tcgi, ngy thng hoc thng tin bi vit. Cc thng tin ny c th cung cp cho ngi dng nhng thngtin b ch cn khng th kh c khng c s dng nh l snippet.

Tng t cc trang sn phm cha vi thng tin kha quan trng v gi c, ngy thng, nh sn xut. Th kha descriptions c th cha tt c nhng thng tin trn. V d, khi phn tch th miu t saulin quan ti cun sch Search Engine Optimization For Dummies. y l phn ln cc thng tin vcun sch :

Miu t khng hp l :


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C mt s l do khin cho th miu t ca tc phm trn khng c coi l mt m t tt trn trang ktqu tm kim :

Tiu ca cun sch hon tan trng lp vi tiu ca trang Web. Thng tin ngay bn trong phn m t cng b trng lp; tn tc gi trong trng hp ny Peter

Kent.

Thiu thng tin trong phn m t, v d nh ngi ta khng th bit Nam Nguyen l ai ? Thiu khong cch v du ngn cch lm cho phn m t rt kh c.

Tt c nhng yu t trn khin cho ngi dng khi xem trang kt qu tm kim, s mt thi gian phn tch phn m t v ng nhin h thng b qua ng dn ti trang ny. B vy, y l mtmiu t c ti u tt hn mang tnh tham kho :

Nh chng ta nhn thy, phn m t trn loi b cc thng tin b trng lp v chi tit hn trong khi

cc thng tin c ngn cch r rng hn. Bn ch thm cht t sc c mt miu t cht lng bngvic thm gi c, di ca trang, cc thng tin hu ch cho ngi dng.

Lp trnh t ng to cc miu t

Nhiu trang tin tc th vic to phn miu t chnh xc cho tng bi vit l kh n gin bi v mi bibo rt kh vit trong khi vic to miu t ring c ng ngha ch cn cht t n lc. i vi cc trangm c s d liu ln th vic vit th miu t th cng l ht sc kh khn. Trong trng hp nyvic to t ng cc miu t l rt ng khch l min l khng c bin chng thnh cc ni dung ctnh cht spam. Mt miu t tt l miu c ng ngha v phong ph m chng ta va cp trn.

Phn miu t cht lng

Cui cng cc bn nn chc chn rng phn miu tr bn s dng phi l miu t. Bi v n khnghin th trc tip cho ngi xem trang, nn phn m t d b b qua phn cht lng. Tuy nhin nc hin th trong trang kt qu tm kim ca Google - nu nh m cht lng ca phn m t ny tyu cu. Ch mt cht n lc nh thi l bn c th to th m t hp l v n gip hin th chnh xcni dung trang Web trong phn kt qu tm kim. N khng nhng ci thin cht lng trang Web cabn m cn mang li khch hng tim nng cho trang.

5.2 ti u ha th m et a descriptionsng nh tn gi ca n, description trong ting Vit c ngha l m t hay miu t, th metadescription dng m t mt cch khi qut, ngn gn ni dung trang Web ca bn. Google rt quan

tm n th meta description bi v n mun nhng snippet (on trch ngn) phi th hin chnh xctrn trang kt qu. Khi th ny gip ngi c hiu r v ni dung ca trang Web, Google s u tins dng th Meta Description.

Th meta descriptions c 3 cng dng c bn sau y:


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duyanh

seo searchengineoptimization repaired 19-7-2011

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