The depth of competition refers to the resistance between the rankings of a certain keyword and the ranking from the top to the top of the page. What is the depth of competition? What is the role of understanding the depth of competition?
First of all, answer the first question. The depth of competition refers to the resistance between the rankings of a certain keyword and the ranking from the top to the top. In other words, the difficulty of website optimization is called the competition depth. Some of the webmasters are struggling to survive in such a depth of competition. So what is the role of understanding the depth of competition, can it make your website instantly up? No, the depth of competition is to help the webmaster quantify himself in the process of optimization. Work, clarify your work goals, and optimize them in an orderly and rational manner.
Composition of competition depth
1. Website age
2, the degree of flattening of keywords
3. Domain name
4, the inner chain
5, the outer chain
6, update rate
7, keyword search volume
Among the above main factors, the age of the website plays a more important role. The search engine usually gives a higher weight to the website with a longer history. The specific reason is because there is a weight decay process, I summarize it as a weight. Decay theory, which will be discussed later, so even if the seo skills are used very reasonably, it is difficult to surpass the website that has been built for 1-2 years overnight.
The degree of flattening of keywords refers to the degree of flattening of website keyword selection. The so-called flattening means that the same level keywords should avoid simplification. The only main keywords are important, but this will limit the website theme to a certain extent. There is no benefit to the consolidation and promotion of the site’s late rankings.
For domain names, for English optimization, it is absolutely necessary to include keywords in the domain name. For Chinese optimization, it is not to be underestimated. “Real and false happy network” is a typical case. The domain name is easy to be remembered is the best optimization for the domain name.
The internal link, the internal link of the website, the reasonable degree of the inner chain can affect the ranking of a website in the search engine more than the external chain, because the external chain can not completely avoid the drawbacks caused by the spam link, and a large number of articles are reproduced. A large part of the chain is provided by spam sites. The rapid increase of the external chain in the short term can indeed improve the ranking of the website. However, for the long-term development of the website, such an external chain group is actually a huge hidden danger, and the weight decay is mainly The garbage chain and the penalized outer chain are caused, and the inner chain does not generate garbage links to a large extent. Instead, it can guide the spiders to go through every corner of the website, mark the key pages, and highlight the key words that should be highlighted.
The external chain, the weight is high, the correlation is high, and the external chain with high spider introduction has great influence on the ranking. However, such links are often encountered and cannot be requested. Therefore, the optimization of the external chain requires a large amount of seo employees to reserve. Quality link resources, the new dissemination of the newly launched pr7-9 link business is the gospel of small and medium-sized webmasters. Such resources have always been in the hands of a few people, even if it is a chain is hard to find.
Update rate, spiders usually crawl the website to refer to the update rate of the website for a period of time. Maintaining a high update rate can attract long-term and frequent visits by spiders, which is also helpful for improving website weight.
Keyword search volume, the search volume mentioned here is not the number of times the user searches for the keyword, but refers to the number of searches generated by the keyword as a conversion keyword. The conversion keyword is actually the transaction, the advertisement click, and the user. The keyword of loyalty, that is, the value word, is not a junk word that can generate high traffic, low click invalid clicks, low user loyalty, and zero transactions.
Based on these factors, the website competition depth quantification formula basically comes up:
First, count the top 20 websites of the first 20 pages of search results, and calculate according to the following formula.
Competition depth = [a station 30% (site age) + 15% (keyword flatness) + 20% (internal chain) + 5% (domain name) + 10% (update rate) + 10% (outside chain) + 10% (keyword search volume) + b station… +c station………………]*100
% assessment criteria (detailed assessment criteria depending on search engine differences):
Website age: 5 points for 1 month or less, 10 points for 1 month – 3 months, 15 points for 6 months – 9 months, 20 points for 1 year, 25 points for 2 years, 3 years or more 30 points (including 3 years);
The degree of flattening of the keyword: whether the keyword of the same level is reasonable (for example, the secondary keyword is regarded as the superior keyword, the synonym keyword with different words, the score is 5 or less), 10 points, and the same level keyword is unique ( Yes, the score is 1 point, no, and the more reasonable score is 5 points or more) 10 points, the keyword’s ability to summarize the website theme (such as the website involves seo, the keyword needs to highly summarize the topics covered by the website) 10 points.
Inner chain: Blind internal chain construction is harmful and unhelpful. It is not advisable to organize the inner chain for each article. This will distract the weight of internal links, and cannot highlight the key content and keywords. It is 0 points. The inner chain anchor text also needs to pay attention to the prominent keywords, for this inner chain construction to play 5 points – 7 points.
Domain name: The general domain name selection can reach 5 points. If the short domain name has a meaning, it can hit 8 points or more.
Update rate: The total number of articles on the website is used as the base. The number of articles or content added in a single day is less than 3%-5%, which is 3-5 points. The update rate of different types of webmasters is different, so it is necessary to specify the specific situation. analysis. This is easier to judge.
Outer chain: Outer chain quality is a key factor to consider. If the quality of the external chain of the website is average, but the quantity is huge, score 2 points, the quality is medium, the quantity is moderate, play 5-7 points, the quality is high, the quantity is moderate, hit 9 points or 9 points or more. PR values, news sources, alexa rankings, etc. should be considered.
Keyword search volume: This data is not calculated, so you need to pay attention to the following factors—whether the site keyword is a traffic word or the site keyword conversion success rate (this can be based on offline survey to determine whether the keyword is long or not) The last word, because the more accurate the keyword conversion rate is, the higher the site keyword user viscosity (viscosity words refer to non-hot words, words that can cause users to pay attention for a long time).
Finally, let’s talk about the theory of decay. The theory of decay is based on the premise that each keyword search engine gives it a fixed total weight. All websites assign a certain weight value from the total weight, and the weight is high. The ranking is high, and the weights are decaying, but the total weight is the same, and the weight is flowing in many websites. Therefore, for each additional website in the search engine keyword index, the total weight will be allocated more. All the websites will face a weight adjustment. If the new site has a poor ability to obtain weights, such redistribution will not cause very much. If the impact is strong and some websites decay faster during the adjustment process, the rankings will change greatly.