73 online marketing – SEO website education for VNCOM viet nam media and information technology joint stock company

The study evaluated the way of Search Engine Optimization SEO that is one of the Online Marketing methods at VNCOM Viet Nam Media and Information Technology Joint Stock Company from the

I declare that this thesis is my own work and effort It has not been copied fromanywhere All the sources of information have been used, they have beenacknowledged

Hanoi, 21th May, 2018

Nguyễn Thị Thanh Thảo

The study evaluated the way of Search Engine Optimization (SEO) that is one of the Online Marketing methods at VNCOM Viet Nam Media and Information Technology Joint Stock Company from the viewpoint of a fourth year student of Faculty of Foreign Language, Academy of Finance The paper aims at finding out the drawbacks in the company’s SEO and the reasons, and more importantly

suggesting main methods to improve the efficiency of SEO in the company To achieve these aims, the graduation paper surveys the current situation of SEO and assess that whether it is effective or not From received results, the study proposes the most practical implications at VNCOM Viet Nam Media and Information Technology Joint Stock Company to improve the efficiency of SEO of the company

in the year to come

I would like to express all my gratitude to all those who have helped me to completethis graduation thesis I have had enormous help and advice from my teachers, mycolleagues, my family and my friends during I prepared this thesis I would like toexpress my great thanks to all of them

First of all, I would like to express my deepest gratitude to my supervisor, Mrs.Pham Phuong Oanh, lecturer of Academy of Finance, who has given meimmeasurable help, constant guidance with many careful instructions and valuableadvice whenever I need I am not able to have a complete thesis without her

Second, I would like to show my thanks to all my teachers at Academy of Finance,who have provide me with valuable lessons throughout 4 years of study

Moreover, I have furthermore to thank the staff of VNCOM Viet Nam Media andInformation Technology Joint Stock Company for their supports during theinternship period

Last but not least, I would like to send my thanks to my family who encourage me

to complete the thesis in both spirit and health

LIST OF ABBREVIATIONS

Technology Joint Stock Company

LIST OF FIGURES AND TABLES

1 Rationale of the study

Nowadays, Internet is the easiest, most convenient and effective searching tool thathelps people facilitate to gain more knowledge and keep in track to social trends.One reason is that it is a link between people and a huge storage of data All kinds

of sources of information and a variety of opinions that users are able to access to inevery where, at every time after a click are represented there So, people can getmore and more knowledge about one question Another one is quickly updatedinformation of all types of fields in life Everyone can know about an event almostimmediately after its occurrence through surfing the internet There are many fieldssuch as economy, policy, healthcare, education, etc Therefor, internet has played animportant role in our modern life

Based on the value of internet bringing to our life, the demand of using this tool hasincreased dramatically, especially in Viet Nam According to statistics from websiteDAMMIO.COM, Viet Nam is the populous country by ranking in 14th position inthe world with approximately 93,6 million people and 31% of urbanization Up toJanuary, 2017, there are 50.05 million users using Internet in this country,accounting for 53% of all population When compared to 2016, it is an increase to6% Hence, the development of internet is in parallel with the rising of users

Realizing that change, there is a new type of marketing that has established to meetthat demand That is Online Marketing, and SEO is a basic and important tool thatmostly helps companies enhance their website As you have noticed, in the electriccommercial industry, the percentage of users who usually look for informationrelated to their concerned products before buying is 48%, 43% for accessing toretail website Especially, there is 29% users who make a business transactionthrough laptop and mobile phone Therefore, a website with a full, attractive andexact content to appeal more people to visit is a fundamental factor in Online

Marketing Strategy to remain loyal customers and expand larger scope of business

in this technology era And the method that makes the best use of qualified website

is SEO – Search Engine Optimization, which puts the website on the first page onsome search engines such as Google, Bing, Yahoo,… In order to be in that position,both contents and qualify of website are checked carefully by a strict range ofstandards from Google, or Bing, or Yahoo…

In the field of education, the more you get exact information, the more you haveopportunities you make a right decision when entering to period of entrance exam.One the one hand, SEO helps the website of educational entities to appear on thefirst searching page and they can make profits from it On the other hand, studentsand their parents are able to read an exact and trust information right after a click,which does not take much time for them

The company that I am participating during the internship period focuses onEducation It builds some websites to provide more useful information aboutentrance exams to students and update the changes from Ministry of Education andTraining, universities, colleges At the same time, we are applying the SEO method

to put our websites on the first searching page In order to verify the effect of SEO

to the position of website on searching engines, I has choose thesis ““Online

Marketing – SEO Website education for VNCOM Viet Nam Media and Information Technology Joint Stock Company”

1.2 Aims of the study

The study aims at providing the knowledge and information of SEO process atVNCOM Viet Nam Media and Information Technology JSC, analyzing theprocedure of SEO website tinnongtuyensinh.com in order to make some suggestionsfor improvement the efficiency of this online marketing method

1.3 Scope of the study

The research concentrates on analyzing before and after using SEO process ofwebsite tinnongtuyensinh.com at VNCOM Viet Nam Media and InformationTechnology JSC from January, 2018 to April, 2018 During analyzing SEO process,the study focuses on SEO On-page

1.4 Methodology of the study

There are several methods used in the study to collect data, including figurecollection from website tinnongtuyensinh.com of VNCOM Viet Nam Media andInformation Technology JSC, internet and internal information of the company.Figure comparison of traffic, keyword rank before and after using SEO process toevaluate those data and make a conclusion is used in this study I also apply themethod of analyzing on how to optimize the website It includes optimization ofonpage and offpage

1.5 Organization of the study

Besides the Contents, Introduction, Conclusion and References, the thesis consists

CHAPTER 1: OVERVIEW OF ONLINE MARKETING AND SEO 1.1 Online Marketing

1.1.1 Overview on Marketing and Functions

According to Philip Kotler – Father of modern marketing, “Marketing is theprocess by which companies create value for customer and build strong customerrelationships in order to capture value from customers in return” (Kotler andAmstrong, 2005) The definition is based on a basic marketing exchange process,and recognizes the importance of value to the customer

Another definition was approved by the American Marketing AssociationBoard of Directors “Marketing is the activity, set of institutions, and processes forcreating, communicating, delivering and exchanging offerings that have value forcustomers, clients, partners and society at large” (Approved July 2013)

Marketing has 4 functions The first is the best satisfactory function of socialconsuming demands This function that is the most principal function of allMarketing activities, is implemented by means of studying, analyzing marketdemands including actual demands and potential demands and theoretical It alsoallows to grasp laws of demand formation and development as well as concrete,abundant and diversified expressions The second intensifies adaptability andcompetitiveness of enterprises with market This function create the difference ofbusiness solutions, ensures the adaption of solutions with market feature andcustomer group It allows enterprises to avoid underdeveloped situations andslackness in business, and takes first advantage of circumstance and businessopportunities And, it is strengthened to expand the market, attracted customers,increased vitality and market competitiveness of enterprises The third isdistribution function This function steps up distribution process, expands themarket and strengthens the competitiveness, determines a price strategy with themost drastic adaption and distribution stimulation It organizes and completesdistribution systems, set up and implement skills in distributions stimulation asadvertisements, sales promotion It also speeds up distribution process, so

enterprises should pay attention to training and raising knowledge and salesmanship of staff The last is effective intensification function of business productionactivities This function orientates efficient goals of business production It alsolooks forward to social demand satisfaction and market to meet its own benefits ofenterprises.

1.1.2 Online Marketing

Based on the definition of Marketing, Online Marketing is defined as the process ofproviding or sending marketing and sales information through the use of theInternet by which companies create value for customer and build strong customerrelationships in order to capture value from customers in return

The Internet is pervasive and ubiquitous It has grown to encompass nearly everyaspect of society, augmenting or outright replacing older methods ofcommunication This gives a marketer an unprecedented number of customers toreach with product and service offerings, available 24 hours a day, 7 days a week.The interactive nature of the internet facilitates immediate communication betweenbusinesses and consumers, allowing businesses to respond quickly to the needs ofconsumers and changes in the marketplace

There are various types of online marketing methods with each own functions

Search Engine Optimization

(SEO)

Getting listed and improving the ranking in search engine results

Public Relations (PR) Getting published in other media channels by

providing press informationBanner Advertising Displaying graphic ads on websites

Adword Marketing

Getting ads (typically text ads) on search engines and other websites that match keywords

Affiliate Marketing Promotion products or services through other

related companiesEmail Marketing Sending promotional materials to people via

email or messaging services

Link Exchange

Getting inbound links placed on other websites as a result of providing reciprocal links on your website

Podcasts Broadcasting media to a list of registered

people

Blogging

Online forums that allow people to ask, discuss, review and answer questions on specific subject areas

Table 1: Types of online marketing methods

In this study, the method of Search Engine Optimization (SEO) for theeducational website through Google is concentrated At first, I am going tointroduce some common knowledge about search engine to facilitate to follow thestring of study

1.2 Search Engine

1.2.1 Definition of Search Engine

Search Engine (SE) is a software program available through the Internet thatsearches documents and files for keywords and returns the results of any filescontaining those keywords It helps users get more effectively relevant informationthrough a range of SE’s actions of analyzing, evaluating and ranking

The operational process of SE is demonstrated in following figure 2.2

Figure 1 Overview of SE’s operational process

- Crawl: The first important stage that SE goes to visit and gathers

information from website Search Engine contains spider or crawler that isalready programmed to automatically access to different websites through aload of links with the purpose of collect and evaluate information on eachwebsite

- Index: This is a phase that SE save that information in its memory With the

unlimited storage, SEs can cover billions of relevant results A website that isable to be indexed soon or late depends on the crawl speed, website’s trust,and other different factors

- Analysis: In this stage, SEs work on the data they collected from the two

above steps through algorithm in order to calculate and classify relatedresults suitable for user’s demand This is also the phase that draw adistinction among search engines because each search engine has its ownalgorithm system

- Results: The relevant results are shown up in this step The most related

information is set up on the higher position than the less ones However,some small mistakes still remain, users quite satisfy with returned resultsfrom SE

The picture of SE’s operation is quite simple, but the inner is a collection ofcomplicated algorithm in order to meet an increasing demand of people anddeveloping society.

1.2.2 Some common Search Engines

Nowadays, there are many operating search engines

Figure 2 Diagram for marketing share of Search Engines

 Google Search

` Google Search, or also called Google Web Search or Google, is an searchengine owed by Google Group It is the most popular one in the world with morethan 3 billion people using everyday In 1998, Google launched this tool after oneyear of doing research and making development by Larry Page and Sergey Brin

With a huge stored data storage, quick searching speed and innovativealgorithms, Google has been bringing the best experience for users, which plays themost important role in attracting more and more people to use

 Yahoo! Search

Yahoo Search, set up by Yahoo! Corporation, is the largest 3rd search engine

in America up to February, 2015 with 12.8% of traffic Although having established

in 1995, it was 2004 when Yahoo! Kicked off its search engine Based on the wide spread of Yahoo! Messenger and Yahoo! Mail, the engine has a strong competition with other tools that started long time ago However, because of fierce competition with Google Search, Yahoo and Microsoft have made a decision on co-operating, building and developing Bing Yahoo Search in 2009

 Baidu

Baidu is the most successful Chinese search engine up to now It is set uponly for users communicating in Chinese Baidu has become the 2nd popular toolsince it was established in 2000, just after Google In order to succeed like that,Baidu not only inherited the strength of Google or Wikipedia but also receive a lot

of Chinese Government’s support Today, Baidu is the indispensable search enginefor people who use Chinese and have intention to do business in this market

 Bing Search

Bing Search, called MSM Search in the past ( or Live, Search, WindowsLive Search), is a Microsoft’s search engine It was launched on 28, May, 2009 andrapidly became the largest 2nd search tool in the North America On 29, July, 2009,Microsoft and Yahoo! made a decision on changing Yahoo! Search into BingSearch within 10 years Yahoo! has gained 88% revenue from advertisement on itswebsite in the first year and had authority to sell advertisement on some Microsoft’swebsites

1.2.3 Structure of Search Engines

There are 3 components of each search engine These are Robot, Index and SearchEngine

Figure 3: Structure of Search Engine

Robot – a automatic program checking all the multi-link structure of websites to

collect information and relevant data Robot is called many name such as spider,

web wanderer, web worm, These names sometimes make people doubt about theway robot operates; such as the word “spider” or “ wanderer” make people imaginethat robot itself moves to every websites, the other word “worm” is likely to bevirus The truth is that robot is a program that checks and collects data of officialwebsites It actually works when people have an impact on it.

Index – maybe called another name “Analysis and Settlement System”, aims at

analyzing, choosing the necessary information (usually single words, compoundwords or important word phrases) from the stage of Robot, and arranging them intoordered database that can be found easily and effectively Particularly, Index is a list

of keywords with obvious position on which pages, at which address

Search Engine – direct communication with users through web interface The main

duty is receiving and getting back the proper data that meet the user’s demand

Generally speaking, search engine is a system including receiving data, indexdata and finding them Three above actions continuously work together when thesystem starts They are dependent in terms of data, but independent in terms ofactivities

How do search engines find the approximately exactly relevant data to meetcustomer’s demand? The answer is that they are going to look up websites thatcontain keyword in the query sentence most, except stopword such as too commonwords; articles (a, an, the) The more keywords appear in a website, the morepossible the website is chosen to show to users first Nowadays, almost searchengines provide both basic and advanced seeking function to allow people to look

up information based on single words, compound words, word phrases, scope offinding…

Besides the strategy of seeking exact keyword, search engines try to makesense the questions of users through words in order to correct the letter errors,suggest other forms of a word… For example, if users type “khối c”, search engineswill recommend you some other word phrases such as “các ngành nghề khối c”,

“khối c gồm những ngành nào”, “ các trường đại học khối c”…

1.3 SEO

1.3.1 What is SEO?

SEO, standing for Search Engine Optimization, takes the best advantages ofthe above searching tools in order to increase the quantity and quality of traffic to awebsite through organic search engine results Trying to attract all the visitors in theworld to come to that website many times is the quality of traffic The other one ismaking an effort of appealing more and more people access to that website.Organics search traffic is specially any unpaid traffic that you do not have to pay forit

1.3.2 Benefits of SEO

The best advantage of SEO is saving cost This is one of most cost-effectivemarketing strategies because of its target users who are actively looking forinformation of products and services online

Increasing more and more traffic every day is its second benefits Toppositions on the search engine result pages receive a majority of the impressions andclicks, so ranking in these top positions can result in significant traffic increases forthat website SEO also focuses on creating informative and keyword title tags andmeta descriptions, which contributes to increasing click through rate and quality oftraffic

Brand awareness is another strength of SEO Since top position rankingsresult in significant impressions The website of company on the first page aregenerally considered to be more trustworthy The more your website rank in highpositions in the search engines, the more opportunities you have to show the brandfor users

Last but not least, it is customer who gets more benefits from this method ofMarketing Website seems like online supermarket where people can find anythingthey want Everything from information of products and services to the abstractknowledge from qualified website on the first page can be showed after one click,which helps you save much more time in this modern life

To sum up, as I have mentioned above, SEO has been becoming popularmethod of online marketing that many companies choose to use in their strategies.

1.3.3 The keywords in SEO

Keywords in SEO play an extremely important role to any search engines.Choosing a proper keyword to optimize is necessary to ensure the success of SEOstrategy, or else it causes loss of money, time and resources There are many ways

to do as long as marketers base on core products or services on their websites

There are two kinds of keyword: long keyword and short keyword Although

a long keyword has a lower accessible possibility to customer than short one, it iseasier to optimize in SEO Like I have mentioned above, search engines are able tomake sense user’s idea such as suggesting other related keyword It is time for longkey word to appear Also, users can get more information in different aspects

Keywords are important because they are the links between what people aresearching for and the content you are providing to fill that need Therefore,choosing a keyword is based on the demand of user’s searching and the traffic ofthat keyword A keyword is considered to be good when it is necessary to manypeople at a specific point Another basis is how many times that keyword issearched on search engines However, the most important thing is understanding thecore content of websites which need to SEO Then, the marketer need to predict thecustomer’s behavior and which keyword they choose to access to the website

1.3.4 Basic terms in SEO

Keywords: Important words that describe a very vague content of an article aboutproducts or services in website

Ahref Rank: Ahref Index represents the difference between quality of a domainand others on Internet

Backlink: A link of a website that is applied SEO is put on anther website Thenumber of backlinks have a large impact on one website The more backlinks awebsite has, the more opportunities it has to be found on search engines

URL Rating: It is an index of URL’s quality that is calculated and represented byAhref Ahref relies on number and quality of links that go to URL in order toannounce that index.

 Domain Rating: This index is calculated based on quality and quantity of linksthat go to the whole website

Pagerank: It is also called Ranking with the meaning of Rank of Page Pagerank isproduced by Google to evaluate the quality of website with the mark from 0 to 10

Internet Directory: Internet Directory is an Internet folder consisting of a largenumber of websites in order of catalogue or theme Unlike to search engines, thosefolders are not automatic There are many administrators who update website’s datathrough a register If a website is on many internet folders, its index of ranking,pagerank and position on search engines will be higher

SEM: stands for Search Engine Marketing SEM is a total of marketing methodsthat help a website has a position on search engine as be wished SEM contains thefollowing components:

 SEO (Search Engine Optimization)

 PPC (Pay per Click)

 PPI (Pay per Inclusion)

 SMO (Social Media Optimization)

 VSM (Video Search Marketing)

On-page SEO: This way focuses on optimizing content of a website by improvingcode system and updating content in order that search engines find that websiteeasily

Off-page SEO: This way aimed at building backlinks going to the website The

more backlinks the website has, the better its quality is

Google Penalty: Google punishes websites that make the following mistakes:

- Backlinks on banned site

- Automatic query to Google

- Hidden text, hidden links

- Negative backlink

- Spam keywords

Trustrank: Trustrank is considered as reputation of website that is highlyappreciated by Google Maybe it was established a long time ago Another reason isthat it has many qualified articles and does not use spam techniques in the past

Sitemap: It is also called a map of a website Sitemap is a list of catalogues withtheir short description on website

SERP: It stands for Search Engine Results Page SERP is a page that representsthe relevant results corresponding with user’s queries

Anchor text: They are some words consisting of a link back to a website

Google sitelinks: Google sitelinks gathers extra links back to a website Theselinks go to the main content of that website

Outbound Link: Outbout Link is outside link on a website It means that link goes

to another website

Negative SEO: Negative SEO is a way that Webmasters use to increase theirwebsite ranking on Search Engines by applying spam links or banned linktechniques

Web Crawler: It is a program automatically checking a website in an auto wayand operation Other terms of Web Crawler are Web Spider or Web Robot

Bounce rate: The percentage of people who click to a website and go outimmediately

Conversion rate: The percentage of total people clicking to website

Landing page: The first page showed up when user come in website

Top 10: It is used when a website is on a first result page from 1 to 10 of searchengine

Impressions: The times a websites is shown up on result page corresponding witheach keywords

Click through: The percentage of people who click to link of website on the resultpage in total Impressions

Pagerank Sculpting: Webmasters use Pagerank Sculpting in order to manageoutbound links; for example, which links need to be no-follow so that search enginedoes not realize their existence, which links are necessary focused on…

1.3.5 The factors affect the rank of a website

1.3.5.1 The Content factors

There are many factors affecting the website ranking The first one is page factor The way a page is optimized has the most profound affect on itsrankings such as keyword in the title tag, keyword in meta description tag, keyword

on-in H1 tag, the length of the content… The second factor relates to off-page Whenranking a page, Google looks at factors outside of the site as well such as thenumber of linking domain, the number of linking pages, authority of linkingdomain, links from a homepage… The last one is sharing on social networks If acontent is shared in too many social network pages, Google underestimates thatcontent and considers it to be a spam

The Algorithms of Google factors

Google has its own rules to organize and arrange a thousands websites in a rightplace Therefore, it also has some algorithms that every websites need to complywith them There are two popular algorithms especially concerned during SEOprocess, these are Google Panda and Google Penguin

 Google Panda

Google Panda, launched on 24th February,2011by Google, is the most importantalgorithm that every SEOers need to know Up to now, the algorithm has beenupdated many times, which makes more strict requirements for SEOers

In nature, Google Panda aims at the contents of website, therefore, anunqualified website is unable to appear in high positions Particularly such ascontent without care, content does not relate to its headline, copied content, toomuch more outbound links in an article, the density of keyword is not suitable,hidden link in a content

There are 3 criteria that Google Panda evaluates The first one is the time usersstay in a website Normally, people stay in a website in a long time because ofattractive, useful contents Therefore, that website will be highly appreciated byGoogle and get higher SEO mark The second one is returned times The rate ofusers who go back to a website is an obvious evidence whether or not the websitehas a high position in Google search engine Google believes that only a qualitywebsite makes people come back regularly The last one is social networks Themain purpose of Google Panda is to select a website that actually operates forpeople rather than auto post Therefore, social networks like Facebook, Youtube,Twitter,… where people interact strongly play an important role for Google toevaluate the quality of website Therefore, during SEO onpage, it is necessary tocare about how to gain more SEO score from Google Panda

 Google Penguin

Google Penguin, started on 24th April 2012, is the second Google’s algorithm It

is one of many algorithms that SEOers will make mistakes if they do not learn about

it Google Penguin’s duty is to punish websites that use negative SEO such askeyword stuffing, spammy links, low quality links, over optimization…

How does Google Penguin penalty?

There are two typical Google Penguin penalty

Unnatural backlink is the most important thing Based on the followingfactors, Google makes a decision on punishing the four following situations Thefirst one is too much backlinks in a short time Especially websites with a smallnumber of contents need to be careful when posting link of the whole web on thehigh index site The website not only lose the rank of keywords but also is affected

to the whole website Backlinks should be used slightly until they are recognizedand the content of the website is enough The second one is too much anchor text on

a site This mistake occurs when SEOers put signatures or send messages in forums.They usually take most advantage of the max number of signatures, which leads tohigh density of keywords An important note for SEOers is that the value ofbacklinks will be underestimated if more than 3 anchor text were on a site.Although Google rarely punish that error, the efficiency of backlinks decreases So,

a recommend is that SEOers should use maximum of 3 links on a site The third one

is concentration of link SEO only on one keyword With this error, Google justpenalty slightly but that keyword still stands on top 20 upward This is a commonmistake that many SEOers makes without know the reason why A recommend isthat SEOers should expand more extra keywords with the same link SEO This iscalled diversification anchor text The last one is unsuitable keyword with link SEO.This error occurs when link SEO is not fit for the keyword or SEOers have not

optimized content of link SEO, which leads to unrelated anchor text to topic.Google slightly punishes but the position of keyword will not be improved.

Backlinks from poor qualified websites or pages is another serous thing.Websites are strictly punished by Google It is the worst thing if backlinks are put

on those website or pages because it has a great impact on your website’s trust.SEOers only check index whether or not that website has The formula on Googlebox is “site:domain-bị-phạt” The virus website is also concerned The value ofbacklinks on virus websites is zero or maybe affected strongly In order to protectusers, Google Chrome will announce if they are sure to access to that website.Another point is website crawl other websites Google hates the same content, sothe latest update period of algorithm makes many websites decrease 50 percent oftraffic Copied contents are underestimated by Google and rarely appear on top 10

In the online world, a domain name will be the single most important building tool So, here is the checklist for domain name The more criteria it meets,the better

brand-The first one is choosing a domain that is easy to spell and pronounce It is agood idea to choose simple words that are not difficult to spell and can not bespelled more than one way If a chose domain name is displayed to friends and theycan type it in their browser without help, that domain is successful Some goodexample are facebook.com, google.com, yahoo.com, etc.

The next one is choosing a domain that is easy to remember People alwayswant users to visit their website more than once So, it is important to come up with

a distinctive name that people will not mix up with competitors It should be easy torecall Remember that hyphens and random numbers make things more complicatedand harder to remember

Another one is keeping it positive Some research points out that peopleprocess information more completely, remember them better and take a morepositive stance towards products when they invoke positive images andassociations Examples of positive domains are google.com, delicious.com, etc

Last but not least, unique domain names are memorable This is not an easytask to do Almost memorable domains are already taken It can take a lot ofresearch to find the good one to be used Make sure that domain name is uniqueenough not to be confused with other domain names, especially competitors

It has never been easy to find a good domain name, and it is getting evenmore challenging

1.4.1.2 Code of development

Blogspot is a free domain service provider owned by the giant companyGoogle Although it is a popular to use, there are some drawbacks besides itsbenefits

Blogspot brings some following benefits to users The first one is pricing It

is free for a website on a “*.blogspot.com” subdomain There are no setup fees orupgrade costs The second advantage is simplicity Blogspot is seriously simple touse Users can run a single blog or dozens of blogs with minimal interface It is100% focused on blogging, which means contents are posted in reverse

chronological order with very little concentration on other content types Becauseblogspot handles all the speed, security and technical hosting issues, it is SEOfriendly with a simple approach to design and functionality Last but not least,blogspot is a “hosted blog platform”, which means that it bundles hosting with theentire blogging service Google takes care of speed and security, so users do noteven have to worry about it The focus can be 100% on content and promotion.

Blogspot can host some of the highest-traffic blogs on the Internet, but it isdeliberately limited in many ways One thing is that users do not have to pay forblogspot, so their website will be controlled by Google Google has all the rights todelete any contents on the website Another one is that blogspot lacks manyimportant plugins that can improve the functionality of a website Moreover, thelimited design features makes a blog look like the same with every other blog

However there are some disadvantages of Blogspot, it is still a good platformfor people create their own websites

1.4.2 SEO Onpage process

1.4.2.1 Meta tags Optimization

Meta tags are snippets of text that describe a page’s content The meta tags donot appear on the page itself, but only in the page’s code They are little contentdescriptors that help tell search engines what a web page is about

 Title Tag Optimization

A title tag in an HTML element that specifies the title of a web page Title tagsare displayed on search engine results pages as the clickable headline for a givenresult, and are important for usability, SEO and social sharing The title tag of a webpage is meant to be an accurate and concise description of a page’s content

The most important thing of title tag is optimal title length Google typicallydisplays the first 50-60 characters of a title tag If a title is kept under 60 character,90% of the title will be displayed properly There is no exact character limit,because characters can vary in width and Google’s display titles max out (currently)

at 600 pixels

Title tags are major factor in helping search engines understand what a page isabout and they are the first impression many people have of that page Title tags areused in three key places: search engine results pages, web browser and socialnetworks.

There are some critical recommendations for optimizing title tags for searchengine and usability goals Firstly, the title length is the most concern If a title istoo long, search engine may cut it off by adding an ellipsis (“…”) and could end upomitting important words So, a tittle under 60 characters long is the best Secondly,using too many SEO keywords is not a good way While there is no penalty builtinto Google’s algorithm for long titles, full of keywords in a title creates a bad userexperience Thirdly, every pages are given a unique title Unique titles help searchengines understand that the content is unique and valuable, and also drive higherclick – through rate The last one is putting important keywords first Keywordscloser to the beginning of a title tag may have more impact on search rankings Titletag looks like the face of a content, therefore it is necessary to work carefully on it

 Meta description

Meta description are HTMT attributes that provide concise summaries ofwebpages They are between one sentence to a short paragraph and appearunderneath the blue links in a search engine results page However, depending on auser’s query, Google might pull meta description text from other areas on a pageMeta description can be any length, but Google generally truncates snippetsapproximate 300 characters It is best to keep meta descriptions long enough thatthey are sufficiently descriptive So, between 50 -300 characters is the best choice.While not tied to search engine rankings, meta description are extremelyimportant in gaining user’s click These short paragraphs are a webmaster’sopportunity to advertise content to searchers, and searcher’s chance to decidewhether the content is relevant and contains the information they are seeking fromtheir search query