Nghiên cứu các phương pháp và công cụ seo để quảng bá website

, ngum dimg troyvful tim kiem hay noi don gian hon 1ilnh~p vilOmot s6 tit khoa lien quan denchll d~ cful tim, va nh~ duC'cmot danh sach cac trang ket qua thong thubng tieu chi nao do.. H

DO GIAo DVC vA DAo T~OTRUONG D~I HQC DL NGO~I NGU - TIN HQC TP.HCM

KHOA CONG NGH~ THONG TIN

GIANG VlEN HUONG DAN: Th.S DU'ONG MINH Due

Uri cam em

LmcAMON

Tnii qua mum hai n~m hoc ph6 thong va b6n nOO1d~i hoc, m6i sinh vienchUng em da tich Illy duO'c mot v6n kien thuc tuy khong nhieu nhung ctlngkhong phai la it Cang hoc chung em cang thAy nht1ng hi€u biet cua minh quath\IC qua nh6 be, h~ h~p tru6'c kho tang kien thuc vo h~ cua nhan lo~i C6nhfing luc tu6ng chimg nhu chUng em da khong du kien nhful d€ di tiep conduemg rna minh da chon Nhung nha nd l\Ic ban than, S\I dong vien cua ba m~,

chUng em da tuong d6i chufuJbi ky kien thuc d€ tra thanh mot cli nhan Cong

on Aychung em khong th€ nao quen dil sau nay minh c6 thanh cong hay thAtb~i tren duemg dm

Lu~ van t6t nghi~p nay se th€ hi~n phAn nao nhfing kien thuc rna chUng

tinh cua cac thAy trong bO rnon Cong Ngh~ PhAn Mern, khoa Cong Ngh~Thong Tin - truemg D~i Hoc Ngo~i Ngfr Tin Hoc thanh ph6 H6 Chi Minh.ChUng em xin chan thanh cam on:

Mern, khoa Cong Ngh~ Thong Tin

Thang 8 n0012010Sinh vienTrAn Qu6c ThO - Cao Thi Kim Tuy~n

1 5 C' ac ngh''''len CUlltrong va ngoal nuO'c"., 2

~

3.10 Nh~ xet cac phucmg phap SEQ 23

4 1 M". <;>tsoI h'UOllg tlep.1 Cl;Ul • • • " 41

4 2 f). Ae xuat p UOllg an: h 'th \IC h'"H(n cua'dA' e tat• .44

Chuang 1:ModAu

Chuong 1

MonAu

De tai duQ'Cth\fChi~n vai nhUng m\lCtieu duQ'Cde ra nhu sau:

mot website trang cac trang k~t qua cua cac c6ng C\l tim ki~m Tild6 tim ra duQ'cnhUng phuong phap t6i uu nhftt

o N ghien Clmmot s6 c6ng C\lSEO ph6 bi~n hi~n nay

o Tim hi6u ve cach thuc ho~t dong cua Google

1.2.1 D6i WYi cac doanh nghi?p

Giup cac doanh nghi~p quang ba duQ'chinh aM cua minh tm khach hang,tir d6 giup cac san phfun cua doanh nghi~p duQ'c nhieu ngum bi~t d~n hon,dem l~i nhi6u lQ'inhu~ cho doanh nghi~p

Giup doanh nghi~p ti~t ki~m duQ'c chi phi quang cao, gim thi~u san ph~m

tm cac khach hang tiem nang

Kich thich cac doanh nghi~p san xuftt cac san phfun t6t han, cai ti~n cacdich V\l cua minh d6 ph\lc V\l cong d6ng khach hang rong lan, d~c bi~t congd6ng nguai dimg Internet

Chuang 1: M6 ddu

1.2.2 i)6i vai sinh vien

ap d\ll1gvao th\Tct~ mQt cach hieu qua

Hieu bi~t them v~ vfu1d€ marketing th\Tc ti~n trong cac cong ty, doanhnghiep d~c biet Ia vi~c marketing online

1.3 Ph\lm vi d€ tai

1.3.1 Pht;lm vi apd~ng

D€ tai co the duO'c ap d\lng vao th\Tc ti~n tren cac website cAn tang thuh~g trong cac trang k~t qua cua cac SE

1.3.2 Thai gian thlfChi?n

ThOi gian bftt d~u til ngay 15-3-2010 d~n ngay 22-03-2010

1.4 GiOi thifu tang quan d€ tai

ph6 bi~n vm nguOi troy c~p internet SEO - Search Engine Optimization Ia

dua website len thu h~g cao trong cac trang k€t qua cua cac c6 may tim ki€m.1.5 Cae nghien euu trong va ngoai nU'O'e

1.5.1 Nghien cUu tren thi giai

Tren th~ gim dft co nhftng cong trinh nghien Clru v€ SEQ tir s6m, khi rnacac Search Engine mm ra dOi Va cac cuoc nghien Clrudo da:cho ra dOi nhftng

2

Chuong 1: Mer dAu

1.5.2 Nghien cUu (rang nuac.

Tuy van de quang ba website chi mm xuAt hi~n a Vi~t Nam vao khoangnhUng nam dAu cua th~p kY 21 nhung d<)ingii SEQ a cac cong ty dfi phat tri€nm~ ve con ngum va chAt IU()11g

Tren thj tlUOng cung cAp cac djch V\l SEQ dfi xuAt hi~n nhieu nhom, cong

ty chuyen nghien Clm cac phuang phap SEQ d€ cung cdp cac djch V\l t6i Uti

hoa website cac doanh nghi~p: Vi~t Seo, Go Kien Seo, Ngay ca trong cacdoanh nghi~p dfi l~p nen nhUng nhom lam SEQ rieng cho website cua rieng

minh

3

Chuang 2: Cosa lythuy~t

Chuoug 2

co sa LV THUYET

2.1 Tang quan v~ Search Engine

2.J J KhQi ni?m Search Engine (SE)

Khi noi tm Search Engine, ta thubng nghi ngay den cac djch V\ln6i tiengnhu Goog1e Search, Yahoo!Search hay MSN Search, Tuy nhien, bo ph~tim kiem trong mot website C\lth€ cling duQ'ccoi hi Search Engine

D6i vm m6i Search Engine (Goog1e, Yahoo, MSN, ), ngum dimg troyvful tim kiem (hay noi don gian hon 1ilnh~p vilOmot s6 tit khoa lien quan denchll d~ cful tim), va nh~ duC)'cmot danh sach cac trang ket qua (thong thubng

tieu chi nao do Nhfmg tieu chi nay d~u nh~m m\lC dich dua ra ket qua phuhQ'PnhAtvm yeu cAutim kiem

Seach engine 1ilC\lm tit dung chi toan bo he th6ng bao g6m bo thu th~pthong tin, bo Hipchi m\lC va bo tim ki~m thong tin Cac bo nay ho~t dong lien

doc l~p vm nhau ve m~t ho~t dong

Search engine wong tac vai user thong qua giao dien web, co nhiem V\lti~p nh~ va tra v~ nhfmg tai 1i~uth6a yeu cftu clla user

4

Chuang 2: Casa lythuy8t

2.1.2 Cac b(5pht;in cdu themh h? th6ng search engine

de thu th~p tai lieu va mot cach de quy no nh~ v~ tAtca tM lieu co lienket vm hii li~u nay

wanderrer ho~c web worm, Nhiing ten gOi nay doi khi gay nhfun lfu1,nhu tir "spider", "wanderer" lam nguOi ta nghT rfuIg robot tv no di

la mot chuang trinh duy~t va thu th~p thong tin tiTcac site theo dUnggiao thuc web Nhiing trinh duyet thong thuOng khong duqc xem larobot do thi€u tinh chu dong, chUng chi duy~t web khi co S\l'tac dongcua con ngum

phan tich va xli ly dfr li~u, th\l'c hi~n vi~c phan tich, trich chon nhfmg thong tin

rna robot thu th~p duqc va t6 chuc thanh cO'sO'dtl lieu rieng de co the timki€m tren do mot cach nhanh chong, hi~u qua He th6ng chi m\lC la danh sach

(query) xuAt hi~n nhi~u nhAt, ngol;li trir stopword (cac ml;lOtir: a, an,the ) Mot tiTcang xuAt hien nhi~u trong mot trang thi trang do cang

co kha nang duqc chon de tra v~ cho nguOi dimg Va mot trang chua

5

Chuang 2: Co sa lythuy~t

ho~c mot s6 tir Ngay nay, hftu h~t cac Search Engine d€u h6 trQ' chuc

nllilg tim co ban va nang cao, tim tir dan, tir ghep, C\lm tir, danh tirrieng, hay gi&i h~g ph~ vi tim ki~m tren d€ m\lC, tieu de, do~ van

ban gi&i thieu v€ trang web,

N goai chi~n luQ'c tim chinh xac theo tir khoa, cac search engine con c6

g~ng "hi€u" y nghia th\Ic S\I cua diu hoi thong qau nhUng diu chit do ngumdimg cung cAp Di€u nay duQ'c th€ hien qua chuc nang sua 16i chinh ta, tim ca

nhUng hinh thuc bi~n d6i khac nhau cua mot tir Vi dl,l: search engine se tim

nhUng tir nhu speaker, speaking, spoke khi ngum dung nh~p vao tir speak

2.1.3 Nguyen If; hO(lt dong cua Search Engine

Search engine m€u khi€n robot di thu th~p thong tin tren m~g thong qua

cac sieu lien k~t (hyperlink) Khi robot phat hien ra mot site m&i, no g6i tai

lieu (web page) v€ cho server chinh d€ tao co sa dtl' lieu chi ml,lCph\lc V\l cho

nhu cfiu tim ki~m thong tin

Do thong tin tren internet luon thay d6i nen cac robot phai lien wc c~p

nh~t cac site cu M~t dO c~p nh~t phl,l thuoc vao tUng he th6ng search engine

Khi search engine nh~ diu troy vdn tir user, no se ti~n hanh phan tich, tim

trong co sa dit lieu chi m\lC va tra v€ nhtl'ng tai lieu thoa yeu cftu

6

Check PAGE RANK of Web site pages Instantly

In order to check pagerank of a single web site, web page or domain name, please submit the URl of that web site, web page or domain name to the form below and dick "Check PRO button.

50,000 ME t ;'PH

500 Gii~ ta • d ••• dt'"

;) •• P A~P f't S M

n £( B.o~! Fe- •• l'I"'~

E":i'" • J FREE Oomiin

so, it might be a good idea to put a small plIge rllnk icon to your site to check lind displllY your Google rankings right on your web site pages To check PR icons - click here.

Hinh 2.1: Giao di?n ki€m tra page rank cua website thong qua trang

http://www.prchecker.info

Google PageRank la ehi s6 dang tin e@yd€ ehi gia tri eua mot trang web.Google danh gia va x~p h~g eae trang web b~g ea hai phuong phap t\1 dong

va thu eong d\1a tren han 100 ehi s6 ehinh v6'i nhUng thu~t toan xudt s~e,

Mot vai ehi s6 quan tr<;mg quyet diM Google PageRank eua mot trang

web: do hftu d\IDg eua thong tin tren trang web, do ph6 bi~n eua trang web,

ehdt IUQTIgky thu~t

Google PageRank dUQ'eehia lam 10 b~e va dUQ'ebi€u hi~n b~g v~eh mau

xanh tren nen tr~g: Pag.Rln Gia tri eua m6i trang web theo Google PageRank

tang dAn tir 1 d~n 10

Google PageRank mang l~i nhUng lQ'iieh gi?

Chuang 2: Co sa lythuy~t

mue do quan tr<;mgm6i trang web Mot trang web co chi s6 Google

tu.

eua Google Mot trang web co PageRank eao d€ xuAt hien tren d~udanh saeh k€t qua tim ki€m eua Google

2.2.2 Alexa Rank

a Alexa

Search Alexa

Enter keywords or websites to search Alexa's Web information database

Search Example Searches: laptops or lexus.com

8

Hot Topics

7 free WordPress themes

8 RIM

9 solar tsunami

10 calendar

11 Hartford Distributors More.

Increase your site's performance

Hinh 2.2: Trang ehu eua alexa.eom

Chuang 2: Co soI).'thuy~t

rna m6i website dugc cai d~t Alexa toolbar nh~ dugc til t6ng s6 nguai dimg

"vi€ng tharn" website do

Cu 3 thang 1 lful, alexa ti€n hanh t6ng k€t s6 li~u va x€p h~g cac website

trang web nguai dimg xern (page views) va s6 nguCritruy c~p website (reach)

9

Chuang 3: Cae leY thu~t SEQ thong dl,lIlg 9

Chuong 3

cAc KY THU~T SEQ THONG D1)NG

3.1 Sfr dVng tieu d~ rnQt cach thich hW

d\mg giai thu~t tim ki~m tim tren tAt ea cae dong tieu d~ eua tAt ea websitetrong danh b? eua no N€u phat hi~n thAy tir khoa hay el,lmtir xuAt hi~n trong

nhUng ket qua nay len truae

Hay tu6ng tUQ'llghang ngan cae Google Robot nh6 xiu di vao trang webtim kiem nhUng noi dung lien quan den hang tri~u troy van tim kiem Khi cae

chung thu th~p du<)'ela cae tieu de eua trang

ole ~dit

I<html>

<head>

<t1tle>weight LOSS story, stories</t1tle>

<meta name="description I content="weight Lw_; ~H

<meta name="keywords" content="weight loss, wiegt

<! Meta-tags created by the Meta-Tag Generator

<base target ••"_top">

Hinh 3.1: Vi d",vJeach viit the title

Chuang 3: CaekY thu~t SEQ thOng dl,l11g 10

Cac tieu d~ trang duQ'chi€n thi:

dang xem

DBat d9n9 san sau T et: Nh

•• Till the gidi

•• P ana each 56

Vatgia.com

Tuye, nhan \

Hinh 3.2: Tieu dd hi~n 6' thanh tren dmg eua trinh duy~t

Tren dong tren cimg cua m6i troy vAntrong cac kSt qua tim kiSm

gl [seo book

TIm kiAmtrim: ,0' web ("") nhCffig tr8ng viAt bAng Web ~ Hi'n thj tu;, chon

G

Meo: ChI tIm kAt gull viet bang ngOn nglJ.: Henp VlAt B~n c6 the (ljnh

A leading SEO resource focused on helping successful webmasters me increase their profits through driving targeted traffic to their sites by •••

www.seobook.com/- f)8 lY:'utrona be nhej:cache TY:'QnatY:' Keyword Tool Esw.un

Chuong 3: Cae kY thu~t SEQ thong d1,lI1g

Khi site cua b~n xuAthi~n tren cac ket qua tim kiem, tieu d~ la cO'hQi dAutien ma b~ phai nh~ thAy va gay Anmongo MQt tieu d~ hua ht;n mQt 101ichd6i vo; cac khach hang ti~m nang se lam tang cO'hOi du<;ycnhAp chon N eukhong co mQt tieu d~ khuy~n khich nhAp chon thi tAt ca cac n6 h,rc SEQ nh~mthuc d~y site b~ trong ket qua tim kiem se bj lang phi

Tranh cac 16it6i uu the tieu d~ sau:

"welcome to my website" ChUng ch~c chfuI chiing co gia trj SEQ nao

T6i uu m6i trang vo; the tieu d~ rieng cua no

W"I" con dUng de thay the chotil "and")

thich di~u do

3.2 T\!o the meta description hi~u qua

The meta description cua trang cung cApcho cac SE ban tom t~t noi dungtrang Trong khi do tieu d~ trang chi la mQt vai ti.rho~c c\lm tir, the meta rna

ta cua trang co th€ la mot ho~c 2 cau ho~c la mot do~ ng~ (the nay rAt quantrong vi Google co the su d\lilg chung lam cac do~ trich cho cac trang ket quatim kiem)

Chuang 3: Cae kythu~t SEQ thOng d\Ulg

<met-a na.e-"descr1pt10n" content-" Laptop g1a re, laptop g1a re ha n01, laptop g1a re hp,laptop g1a re awns,ban laptop q1a re,.ay tlnh xach tay qia re,may tinh xach tay q1a re ha n01">

ffinh 3.4: Vi d1:lvJcach vi€t the meta description

Web III HiAnthi tuStchon _

12

Laptop 91are nhat tra gop, Laptop gia tot cau hinh cao tra gop

laptop gia re nhat tra gop laptop gia tot cau hinh cao tra gop laptop gin re nhat Viet Nam danh cho sinh vien cau hinh manh.

laptopgiare.top1.vnJ - £)a IlJ'Utrong be nhe) cache TU'ong tU'

Laptop Chinh Hang Asus Acer HP DelL"Laptop USA Gla Be

Cung cap laptop chinh hang asus acer, laptop hp dell laptop usa gia re, laptop khung cau hinh cue manh.

laptopglatot.com/ -Va IlJ-'Utrong be nhe) cache - TlJ-'cmgtlJ-'

k€t qua

cApthang tin vila thu hut ngum dung

3.3 T\lo the meta keyword hieu qua

<rr.e:oc& naJr • -nkeywords'" eoneen't:.-ttLoa may tlnh Creat.1ve Insp.:1re T6060 - can

phat, "~y t1nh xach tay, may phat di~n, thi~t b~ vAn ph6ng, l~nh k~~n may

c1nh, rr~y anh, rr~y ~~ay, ~ony va~o, hpcompaq, 1bm, w~y tinh d6nQ bQ,

kinqton, acer, may ahu, ~~y d~m ti~n, may qh~ am, th~~t b+ luu tru, 6 d~

dOng, hitachi, tdng dai, may photocopy, may in, ph~ tunq thay th~, may

quet, ~.ay pax, ban hang tX\le tuy~m, t~n tue cCing ngh~"/>

Chuang 3: Cae ley thu~t SEQ thong d1,1I1g

nghien ctru keyword thong qua mot soft ho~c website nao d6, ch~gh~ cong C\lGoogle Adwords Keyword

thong tin cho cac SE v~ noi dung website Nen kern theo 25 ill hay c\lm

tit ngan cach boi dAuphAy.

website Cllaminh

theo nhUng ill mieu ta v~ thuQc tinh hay lo~i san phfun Vi d\l: bili vi~tv€ chuong trinh khuy~n mai giam gia 10% cho san phfun n6i cam di~nlo~i 100 daub cho gia dinh ill 6-10 ngum se co nhUng keyword nhu sau:

n6i cam, n6i, cam, khuy~n mai, sales, sales promotion, 100, nhi€u ngum, gia dinh, d~i gia dinh, 6 ngum, nhi€u, nAu, n~u cam, h~ gia,

10%, n6i cam dien

tieu dung cho minh, vi v~y hOthuOng khong search don gian nhu "may

tren m~ng do do vi~c d~t keyword dung vo; nhu cdu Clla ngum tieudung nhu th~ la rAt cful thi~t Ngoai ra ill "Free" cling nen xuAt hien

13

Chuang 3: Cae ley thu~t SEQ thong d\ll1g 14

trong danh sach keyword cua b~ vm m~t dO cao vi day hi keyword

hAp ddn nhAt d~c bi~t vm nganh hang tieu dimg V m vi d\l tren ta se co

nhling keyword:

o N6i com, n6i, com, khuyen mai, sales, sales promotion, rfe, 100,

nhi~u nguOi, gia dinh, d~ gia dinh, 6 nguOi, nhi~u, nAu, nAu com,

h~ gia, 10%

o Re nhAt, t5t nhAt, free, l\Ia chon t5t, tin c~y, binh chon nhi~u, hang

dAu, giao hang nhanh, tin tuemg nhAt, com ngon, nAu nhanh nhAt,

kh6ng hao dien, chAt lUQ'llgcao, chAt Im,mg

• LUll Y v~ l6i chinh hi: nen them VilO nhiing tit hay bi nh~p sai: Tuy cac

SE kha thong minh, co th~ nh~ dien 16i sai nhung cling trong mot giai

h~ nhAt dinh, va doi khi nguOi search cling khong nh~ ra la hO go sai

o N6i com, n6i, com, khuyen mai, sales, sales promotion, rfe, 100,

nhi~u nguOi, gia dinh, d~ gia dinh, 6 nguOi, nhi~u, nAu, nAu com,

h~ gia, 10%

o Re nhAt, t5t nhAt, free, l\Ia chon t5t, tin c~y, binh chon nhi~u, hang

dAu, giao hang nhanh, tin tuemg nhM, com ngon, nAu nhanh nhAt,

khong hao di~n, chAt lu<;mgcao, chAt lu<;mg

o EFR, RE, com, nbi, khuyen mai, frer, re nhat, nhiu

• Dung tieng Anh: nhi~u nguOi tieu dung thich dung ti~ng Anh d~c biet

la vm cac san phfun cao cAp

o N6i com, n6i, com, khuy~n mai, sales, sales promotion, rfe, 100,

nhi~u nguai, gia dinh, d~i gia dinh, 6 nguai, nhi~u, nAu, nAu com, h~

gia, 10%

o Re nhAt, t6t nhAt, free, hra chon t6t, tin c~y, binh chon nhi€u, hangdiiu, giao hang nhanh, tin tuang nhdt, com ngon, ndu nhanh nhdt,khong hao di~n, chAtluong cao, chAtluong

o N6i com, n6i, com, khuy€n mai, sales, sales promotion, rfe, lan,nhi€u nguCri, gia dinh, d~i gia dinh, 6 nguCri,nhi~u, nAu, ndu com,h~ gia, 10%

o Re nhAt, t6t nhdt, free, l\,rachon t6t, tin c~y, binh chon nhi~u, hangdiiu, giao hang nhanh, tin wang nhAt, com ngon, nAu nhanh nhAt,khong hao di~n, chAtluong cao, chAtluong

o Multi rice cooker, cooker, rice, multi,

o n6icom, n6icomdien, khuy€nmai, giamgia

nhUng kY hi~u hay rna san phfun va it b6 dAukhi search (vi k€t qua timki€m khong nhi~u n€u be ddu ti€ng Vi~t)

o N6i com, n6i, com, khuy€n mai, sales, sales promotion, rfe, 1611,nhi~u nguCri, gia dinh, d~i gia dinh, 6 nguai, nhi~u, nAu, nAu com,h~ gia, 10%

ddu, giao hang nhanh, tin tuang nhAt, com ngon, nAu nhanh nhAt,khong hao di~n, chAtluong cao, chAtluong

o EFR, RE, com, noi, khuyen mai, frer, re nhat, nhiu

o Multi rice cooker, cooker, rice, multi,

o n6icom, n6icomdien, khuyenmai, giamgia

o noi com, noi com dien, khuyen mai, giam gia, hap dan, tot nhat,binh chon nhieu,

3.4 Cii ti€n e~u true URL

Sir dl,mg cac til lien quan trong URL - URL chira cac til lien quan den noi

dung va cAu truc trang web cua b~n se than thi~n v6i khach troy c~p hon khi

di€u hUOng trang web

Hinh 3.7: urlla ten tieu ad ella hili viJt

Traub:

• Sir d\1l1gcac URL dai dong vai cac tham s6 va cac ID khong cful thiet

• Chon ten trang chung chung nhu "trangl.html"

• Sir d\lng qua nhi€u til kh6a

3.5 Vife t6i u.u hoa cae lien k€t eua trang web

Cac lien ket c6 the n6i la xuong s6ng cua mot website, ket n6i cac trang

web va cac thanh phdn cimg cac chirc nang khac

Cac lien ket c6 vai tro quan trong trong vi~c xac dinh cAu trUc trang web

cua b~, va cac lien ket cling c6 vai tro quan trong trong vi~c t6i Uti h6a thir

h~g cho website cua b~n tren cac cong C\l search

Khi d€ c~p den vi~c t6i Uti h6a cac lien ket, chUng ta phfli xem xet 3 lo~i

lien ket chinh sau:

Chuong 3: Cae kYthuat SEQ thong dl,IDg

mon gQila Navigation Bar

17

e

Ptllm Giao de du hQc

Hinh 3.8: Navigation bar eua trang 24h.eom.vn

Internal Text Link

I;~t NBm.•• ~pronunciation (help-info»), officially the SocifJlist Republic of

1 Laos to the northwest Cambodia to the southwest and the South China

ast With a population of over 86 million Vietnam is the 13th most populous

Hinh 3.9: Internal text link trong mQt trang nQi dung elia Wikipedia

Chuang 3: Cae Icy thu~t SEQ thong d1,U1g 18

website

lien k€t

mot cach thich hO'P

Ngoai viec t6i uu hoa cac lien k€t trong noi dung trang web, cful xay d\ffig

he th6ng cac lien k€t d€n (inbound link) Day la mot trong nhUng chi tieu x€p

Hinh aM co ve la thanh phful ro rang nhl1t clla trang web, tuy nhien cling

co the t6i uu hoa viec sir dl,mghinh anh clla minh Tl1tca cac hinh anh co thS

co ten t~p rieng biet va thuoc tinh "alt" Thuoc tinh "alt" cho phep chi dinhvan ban thay th€ cho hinh anh n€u hinh anh do khong hien thj vi mot s61y do

Chucmg 3: Cae Icy thu~t SEQ thong dl,lIlg

N~u sli d\ll1ghinh anh him lien k~t: van ban thay th~ cho hinh anh do se

vitOvan ban thay th~ giup Google hieu ro v€ trang dang lien k~t d~n

Sli d\lng cac ten t~p va van ban thay th~ ngiin gon OOungco tiOOmo taoLUll tni hinh anh trong thu m\lC va thu m\le con tren toan ten mi€n, xemxet I~i vi~c hqp ooAt cac hinh anh vao thu m\lCduy ooAt Day Ia cach don gianhoa duemg dful d~n cac hiOOanh

Nhftng di~u c~ traub khi t6i Ullhoa hiOOanh:

trangweb

toan bo cau

3.7 SUod\log hieu qua tip robots txt (hoJc the meta robots)

T~p robots.txt cho phep cac cong C\ltim ki~m bi~t Ia li~u chung co th~ troyc~p vao trang web de thu th~p dfr li~u cae ph~ trong trang web hay khong.T~p nay phai duQ'c d~t ten Ia robots.txt va duQ'c d~t trong thu m\lC g6c cllatrang web

Mot trong nhftng di~u quan trong d~ website co th~ d~t duQ'cthir h~g caotrong cac c6 may tim ki~m Ia phai xay d\ffig cho minh m9t file Robots txt

19

Chuong 3: Cae ley th~t SEQ thong d1,lI1g 20

Khi mot search engine tim d~n website m\o do, no se tim mot file d~c bi~ttru6'c tien, do h\ file robots.txt File robots txt cho search engine do bi~t rling,website m\y co th€ index ho~c khong (tily theo l~nh dm,)'c vi~t trong filerobots txt)

Th\Ic chAt, file robots txt hi m9t t~p tin van ban don gian (khong co chua

http://www.example.com/robots txt

Cach t~o ra mot t~p file robots txt: co th€ so~ thao bfu1g chuong trlnhnotepad ho~c bat ki trinh so~ thao van ban nao, lUll file vm ten: robots txt.cAu truc cua mot file robots.txt nhu vi d\l dum day

User - agent: googlebotDisallow:/cgi-bin

Trong do user - agent la d~ di~n cua m9t search engine (Googlebot laspider cua Google) Disallow hi chi dful cua file

Cac user - agent cua Google:

co s6 dfr li~u cua Goolge

thi~t bi di dong, cfun tay)

Chuang 3: Cae k:Y thu~t SEQ thong dl,ffig 21

tinh chung

Cac chi ddn cua the meta robots:

3.8 Khai bao (ding ky) thong tin va til' kh6a eho cae e3 may tim ki@m

co th~ tim ra nhthlg thong tin hftu ich rna nguCridung cdn thi viec giai thieutrang cua b~n vO'icac SE cling la mot vi~c lam het suc cc1nthiet Co 2 thong tinquan trc.mgkhi khai bao vO'icac SE la phdn mo hi va danh sach cac tir khoa

hu6ng it nhieu den thu h~g cling nhu thm gian rna trang web b~ du<ycc~pnh~t tren cac SE

Chuang 3: Cae kY thuat SEC thong dl,lIlg

J Chill •• vi trI cUe bfn trtn """g viri chung t6l TuychqnKUc

COOng 16i tWm d I:Ap nh cae liang \ftb mOl c.hi rruc: m& khi thu thAp wab dAngthai rn6i bin gift lRL cu niM lai

Jl.iy CI!iln9'ilo '!flOnvIhfm ,£I d lA Jl.i ~ >40 dlI_ >i ld14nll'hl<Iv _ hay bH Jl,im khI ~ _Iifu de URI.

My «l4r\>O _'iii hoy I<hMg

-i-;;7T"'~.~.- Quang do Nhenh "'" Goog'.

Tao qulng oao milO roue: li6<Jrieng bing MfiliJJJJ NIu IlIonh loin bIinv lhi ,;" dung Ihi bon d 1M Ildy qulng cae ou mlnh xuAt hif.

"'" GoagIo "!JOY h6m ,.

GOCI1IIe.Quallly Site Search Gilm chi phi na II• gil) ngWi dung I,," lal'rM trlng WNbcu bin Iju hem •• tri trinh duytt 1'1

eho "~l ITIJ8 blnO Goog!e SeNdt ApgIIMCC

-~

Hinh 3.11: Vi dlj vdacIng kf; thong tin V07 Google

I:)~co duQ'c nhftng trang noi dung phong phu chung ta cful th\Ic hien:

• Trinh bay van ban de doc

• T6 chuc cac chu d€ t6t: fO fang v€ b5 C\lC, co do~n b~t d~u, do~ ket

thuc, co logic

• Su dl,l11gngon ngu phil h<;Yp:nghi v€ cac ill rna ngum dUng co kha nangtim kiem

• C~p nh~t noi dung mai thuOng xuyen

• Cung dip noi dung va dich V\l duy nhat, chi co trang web mlnh co

• Thong tin chu yeu duQ'c th~ hien dum d~g text thay vi hinh anh

• Va di€u quan trong la t~o noi dung chu yeu daub cho ngum dUng,

khong phai daub cho cong C\l tim kiem

Nhftng di€u c~ tranh khi xay d\fllg noi dung trang web:

• Viet van ban cAu tha vai nhi€u 16i chinh ta va 16i ngfi' phap

Chuang 3: Cae IcY thu~t SEQ thong d\1Ilg 23

do~, tieu d€ con

3.10 Nhjn xet cac phuong philp SEO

SEQ hi~u qua, de lmg dl)Ilg va co anh huang nh~t dinh trong r~t nhi€u phuongphap khac

trinh SEQ d€u duQ'cap dl)Ilg vao tUy mot s6 tfUang hQ'Pca bi~t

SEQ mii den se "nhet" cac trang cua ho vao Top 10 n~u khong co lu~t duQ'cduara:

trong mot trang d~ nang cao s6 luqng, tinh da d~g va m~t do tit khoa

trong trang web Di€u nay hfiu d\lng d€ lam mot trang web xu~t hi~nlien quan vm crawler web (phdn m€m thu th~p noi dung web) sao cho

co th~ d~ duQ'ctim th~y nhi€u hon

Chuong 3: CaekY thuat SEQ thong d\Ulg 24

mau n~n, su dl,lllg cO'font 006 li ti ho~c gidu chUng trong rna HTMLoouu cac m\lC "no frame", thu9c tiOOalt, d~t chi~u cao/chi~u r9ng bfing

r9ng kha nang truy c~p MQi nguOi ghe tham website tir m9t cong C\l

do~ text Antren mot s6 trang web

t~o ra cac trang web chdt IUQ'llgthdp chua rdt it n9i dung OOung thay

thi€t k€ d€ duQ'cx€p h~g cao trong k€t qua tim ki€m, chu khong phaim\lC dich d~ ffiQinguai tim ki€m thong tin Mot trang doorway OOinchung se de dong" hay click vao day" tren trang web Cac site Scraper,con duQ'cbi€t d€n vm viec t6n t~i chi d~ ch~y chuang triOOquang caoAdsene, duQ'c t~o ra su dl,lllgvai chuang triOO duQ'c thi€t k€ d€ monmen vao cac trang k€t qua tim ki€m ho~c cac ngu6n noi dung khac vat~o ra "n9i dung" cho website danh cho viec "quang cao click chu9t trati~n", ho~c djOOhuang nguOi su d\lng d€n cac trang web khac Mot s6

tren OOtlngsite nay la duy OOdtOOung gfu1OOuduQ'c pha tron v~ noi

Chuong 3: CaekYthu~t SEQ thOng dl,lllg 25

dung duQ'c Illy ill cac ngu6n khac, thong thuemg hi khong duQ'c phep.Nhfrng lo~i trang web mly noi chung dAyrl1ynhUng quang cao

ch{lt che tham chi~u d~n nhau va cling duQ'c bi~t d~n khoi hai nhu lacac cong d6ng quan Him d~n PDP

"cac dUOnglink nepotistic") la cac dUOnglink giua cac trang xullt hi~n

t~ dl)ng thu~t toan x~p h~g d\l'a tren dUOnglink chfutg h~ nhu thu~ttoan Page Rank cua Google Thu~t toan nay mang cho website thu

Cac ky thu~t nay cling nh~m vao vi~c tac dong d~n nhilng ky thu~t x~ph~g khac d\l'a tren cac dUOnglink khac nhau nhu thu~t toan HITS

trong dUOnglink duQ'cto d~m co th~ giup tang thu h~g trang web khitim ki€m Cl)mill tuong lIng

duQ'c d~t ten theo b~nh nhan da nhan cach n6i ti~ng "Sybil" (ShirleyArdell Mason) Mot spammer co th~ t~o nhi~u trang web t~i cac tenmi~n khac nhau rna lien k€t vm nhau nhu nhfrng blog gia m~o duQ'cbi~t tm nhula cac spam blog

cho m\lc dich spam V~ ban chllt chung tuong t\l' nhu cac link farms

Chuang 3: Cae kY thu~t SEQ thong dl,ffig 26

dinh hu6ng nguCrilu6t web vao nhUng website dQch~i ho~c khong lienquan den nQi dung dang tim kiem

DNS cho cac ten mi~n se s6m het h~, r6i mua chUng khi het h~ vathay th~ cac trang web bimg cac duemg link d~n trang cua minh Tuynhien, Google d~t l~i dit li~u lien ket tren cac ten mi~n het h~

cac website co the dU(JCbien t~p bOi nhUng nguCrisir d\mg nhu Wikis,

spam thich hqp khong dU(Jcap d1,1ng

link mQt cach ng~u nhien tren cac site khac, d~t mQt tir khoa mongmu6n vao do~ text cua duemg lien k~t trong duemg lien k~t ben trongwebsite Cac quy~n sach, di€n dan, trang blog, va bAt crr website naochAp nh~ cac binh lu~ cua khach ghe tham la cac m\lC tieu d~c biet

va thubng la cac n~n nhan cua chuang trinh spam W dong t~o ra cacbai viet va v~n co cac dubng lien ket thubng la khong lien quan vakhong mong mu6n

nhi~u trong cac trang web cho phep nguCrisir d\ll1gnang dong bien t~pnhu wikis, cac blog va cac lo~i sach co th~ bien t~p f)i~u nay kho cothe gifli quy~t duqc bOi vi cac agent co th~ dU(JCviet va W dong hra

Chuang 3: Cae ley thu~t SEQ thong dl,lI1g 27

chon ngdu nhien mot trang web duQ'cbien t~p bOi ngum sir d\lllg, vi d\lnhu mot bai vi~t tren wikipedia va them vao cac dUOnglink danh chovi~c spam,

cac duemg link tir site wiki d~n site spam Chll d~ Cllasite spam thuemgkhong lien quan den trang wiki nm rna dubng link duQ'cthem vao Vaoddu nam 2005, wikipedia dtl th\1'Chi~n gia tri "nofollow" d6i vm thuoctinh HTML "reI" Cac dubng link co thuoc tinh nay bi thu~t toan

th~ dung nhfrng di€u nay d~ ch~m dilt ho~c han che Wiki spam

tham khao, b~ng viec theo mot duemg link tir trang web khac, gia d\lnguai tham khao, thi phful tham khao duQ'c dua ra dia cW Clla ngub'itham khao b~g trinh duyet internet Cllanguai nay B~g vi~c troy c~pngdu nhien nhi€u website dll s6 lful nh~t dinh, vm mot dia chi d~c bi~tho~c mot thong di~p duQ'cdua ra nhu ngub'i tham khao, thi thong di~phay dia chi internte do r6i se xu~t hi~n trong phc1nlog tham khao Clla

tc1mquan tn;mg clla cac site b~ng s6 lUQ'llgcac site khac nhau lien ketden chung, thi referrer-log spam duQ'c sir d\lllg d~ lam tang thu h~gtren cac bo may tim kiem clla cac site Clla spammer, b~ng vi~c co cacreferrer logs clla nhi€u site lien ket den chUng

ki~m mang l~i thu h~g cao hon cho cac k~t qua rna ill khoa duC)'c

tim ki~m nfun trong URL

o Dinh hUOng l~i URL Dua ngum sir d\lIlg d~n trang khac rna kh6ngphai theo chii '1 clla hO, vi d\l: su d\lIlg cac the refreh Meta, J ave,Java script ho~c dinh hUOng l~i Server side

o Cloaking: cloaking tham chi€u d€n bAt cu phuong tien nao de ph\lcV\l mot trang danh cho spider Clla SE Dieu nay khac him v6'i trang

daub cho ngum doc No co the la mQt nei hrc de danh lira cac bQ

may tim ki~m lien quan d€n noi dung tren mot trang web d~c bi~t

Tuy nhien, cloaking co th~ cling duC)'csu d,mg d~ tl\ng Sl)'troy c~p

vao mot site d6i vm ngum sir d\lng khuy€t t~t ho~c cung cAp cho

nguai su d\lIlg cac noi dugn rna cac bQ may tim ki€m kh6ng the xu

1'1ho~c phan dch Cll phap No cling dm)'c sir d\lIlg de chuyen nQidung duC)'cdl)'a tren dja diem Clla ngum sir d\lIlg Ban than Google

sir d\lIlg vi~c chuyen giao dia chi Jp, mot d~g Clla cloaking, de

chuyen giao cac k€t qua D~g khac Clla cloaking la code swapping,

vi d\l t6i llU hoa mot trang de lot vao cac thu hl;U1ghang ddu r6i l~id~t trang khac tai vi tri d~t duC)'cthu h~g hang ddu

Chuang 3: CaekY thu~t SEQ thong dl,lng

29

Hinh 3.12: M6 tavd Vertical Search

Vertical search du<)'chieu dUng theo nghia du<)'cdich cua no, mc la timki€m theo chieu thfulg dUng (hay chieu doc) Truac day, vOi thm ki sa khai

quan bao g6m tin tirc, hinh aM, tai li~u dl.Ulgthuful vlll1ban cho nguai

nang tim ki~m, xu I)', phan lo~i cua minh giup cho chung ta ngay nay co the

Him, chimg hl.Ulgnhu chUng ta mu6n tim hinh aM v€ hoa Tulif hay cac video

li~u nhAt dinh nhu v~y du<)'cgOi la vertical search va hinh thuc tim ki~m nay

Chuang 3: Caekythu~t SEQ thong d1,U1g

dang va duQ'c cho la tuang lai cua nganh cong nghi~p tim ki8m va cling la

tuang lai cua cac SEOer

• Spam

Dum day la cac con s6 th6ng ke lUQ'llgwebsite duQ'c cho la spam site theo

tho; gian tren internet

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:.==~:'"~~dc*I.-.g'" ctoorwaor ~ c~ ~=~~fht quaW~ 7'=:'-::'~~::':=~:-.::="'~:=-(:O:0UtU::=~~::d :::==:m:

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