Website optimization (1) - Where to start website optimization?

Website optimization is the process of using tools, advanced strategies, and experiments to improve website performance to drive traffic, increase conversions, and increase revenue. Search engine optimization (SEO) is a common method of website optimization. It can help each page of a website rank high in the SERP (Search Engine Result Page) of a specific keyword, allowing users to look first when searching on Baidu, Google, etc. to your website.

If you want to further optimize the website and make the user experience better, it is a very complicated process. The quality of the website's own code, the quality of the website server, the reasonableness of the website's internal structure, and the external optimization of the website are all things that need to be considered.

This article will provide you with some ideas and directions for website optimization for reference.

Website optimization ideas reference

Usually our website optimization should consider the following directions:

• Code optimization: simplify the structure, reduce the file calls of the code, and reduce redundancy.
• Page optimization: flattening the frame of the web page, setting up navigation aids, and clear primary and secondary content display
• Search Engine Optimization (SEO): Keyword Optimization
• Content optimization: title, content description contain keywords

The third and fourth of these methods are usually processed synchronously. Next, let's take a brief look at the specific ways in these directions that can help us optimize our website.

Optimized code: HTML, CSS and JavaScript

The user is able to view the website because the browser requests the HTML file on the website server and displays the contents of the file based on the included CSS styles and JavaScript elements. The time that this file is displayed depends on the size of the file and the amount of code that needs to be read and converted. Therefore, optimizing the bloated code and optimizing the front-end performance can effectively reduce the file loading time and make the user feel more fluent in browsing.

Here are a few optimization suggestions:

• Reduce HTTP requests by simplifying page design
• Avoid frequent 301 redirects on pages
• You can use some tools to beautify CSS and remove redundant code
• Divide content according to domain name and indirectly increase the number of parallel browser download connections

Of course, this kind of work involving code often requires a lot of time to build tests. If you are pressed for time and want to have a quick response, consider adding some cloud services to your website. For example, Paiyun CDN performance optimization supports Gzip and Brotli intelligent compression, non-essential character compression of page files, JS/CSS file merging, 301/302 redirect following, and edge rule rewriting URLs, etc., effectively reducing the size of user transmission content and speeding up File transfer speed, one-click to open the road to website optimization.

page optimization

A well-organized page structure will undoubtedly greatly improve the website browsing experience, so we should try to make the homepage have the following characteristics:

• Navigation is clear
• The structure of the content page is organized to ensure the key recommendation of hot and timely content
• Simplified page elements to highlight key points

In addition, making pages load faster is also an optimization. Some people may think that the code should be optimized, but in fact, we only need to use the CDN caching service here. The cache service can bring the data closer to the user, so that the request in each link can directly obtain the target data from the cache and return it, thereby reducing the amount of calculation and effectively improving the response speed.

However, CDN services are a large category, which can be subdivided into:

• browser cache
• Gateway (proxy) cache
• server cache
• database cache

Of course, we will not go into details in this article, and there will be a special article to talk about it later. Next, let’s take a look at the must-have search engine optimization (SEO) for website optimization.

Search Engine Optimization

Search engine optimization (SEO), this must be no stranger to website operators. SEO is to make a website get better rankings in search engines such as Baidu and Google, so as to win more visitors.

Usually we need to analyze and understand the ranking rules of search engines, how various search engines conduct searches, how to crawl Internet pages, how to determine the ranking of search results for specific keywords, and then carry out targeted optimization.

Keyword Research

Closely related to search engine optimization, that is keyword optimization. If a website wants to rank well in search engines, it must know how to analyze effective customers, so as to plan and select product keywords. The choice of keywords can often affect the competitiveness of an enterprise in the online market. Therefore, the choice of keywords must be prominent and follow certain principles, such as:

• Keywords have a lot of search volume (valuable search volume words will vary depending on the business and the intent of the term)
• Keywords should be related to the theme of the website and products and services, don't blindly pursue hot words
• According to the type and characteristics of the product, select specific words as much as possible

Make good use of Heading Tag

The so-called Heading Tag refers to elements such as <h1> and <h2> in HTML syntax. In order to present the sentence classification of different web page structures, it is similar to the main title, the middle title, the subtitle, the inner text, etc., to emphasize the group of keywords in the article. importance in. In SEO optimization, selecting keywords to embed Heading Tag is a very important indicator.

The style of HeadingTag is usually larger and thicker than the general text, so users can intuitively notice the importance of the headline and its content. Using the HeadingTag tag in a page can make the content of the website easier to read, thereby improving the User experience.

Content optimization

Keywords do not appear out of thin air, they often exist in website content, so we need to optimize the content published on the website in the following aspects, including:

• Page title, description
• Number of keywords for specific content
• Diversity and proportion of content forms

Among the keywords that can be involved in various types of content, the title is the most important, why? Because the user will judge from the title whether the content is the answer he is looking for, or whether it has aroused his interest.

Therefore, it is very important to subtly bury the best keywords of your choice in the title. Of course, you can’t sell dog meat just to cheat clicks. In the long run, not only will users lose trust in your website, but search engines will also leave bad records on the overall situation of the website, which will lead to the opposite consequences.

images and other streaming

In the modern Internet, text is no longer just a way to display content, and streaming media has become an important part of a website. The combination of pictures and texts can leave a deep impression on users. However, the more pictures, the longer the loading time, not only pictures, but also files such as music and videos. Therefore, it is particularly important to reduce the size of such files. Usually we use the following methods to process:

• Reduce unnecessary images, videos, etc.
• Use tools to compress images and videos
• Create thumbnails for images, define appropriate width and height
• Use more efficient image formats (WebP) and video formats (H265)

If you don't know how to deal with this, in fact, cloud services can also help you. Take Paiyun as an example, and Paiyun supports online image processing, video transcoding and other cloud processing functions. ) provides a variety of cutting-edge technologies, such as WebP and dynamic WebP, which can reduce the image size by 70%, narrow-band HD, which can reduce the video weight by 30%, and H.265/VP9, which can reduce the weight by 50%. You only need to complete the website access and it can be used automatically, which is very convenient.

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