SEO development specification

Intro:   Regardless of any type of website, it is necessary to make necessary specifications according to the basic SEO technology. Relatively speaking, the website that locates in small business station, requ

Regardless of any type of website, it is necessary to make necessary specifications according to the basic SEO technology. Relatively speaking, the website that locates in small business station, requirement is not so strict. The larger and medium-sized websites are, the richer the link structure is, and the more websites that expect to raise their rights through the internal chain, the more they should follow.

From the beginning of SEO, SEO related technical specifications have been put in place. In the process of website optimization, follow the necessary technical specifications, pay attention to the normal content construction, link construction, user friendliness construction, so that the probability of website optimization success will be greatly improved, and some disastrous results caused by programmers not understanding optimization can be prevented.

1. Only the subdomain that the company decides to open due to business needs is resolved. All subdomains that have not been opened will not be resolved. Do not use pan resolution (wildcard * instead of subdomain).

2. There cannot be two or more domain names that display the same website content (no matter how it is implemented, such as resolving to the same root directory, uploading the same file and database).

3. The subdomain used for testing uses robots files to prevent search engine fetching.

4. Websites and columns with incomplete contents shall not go online.

5. Page does not exist and must return 404 code. Use online tools every month to confirm that there is no page server header information.

6. The server turns on gzip compression.

7. If the information of 4xx and 5xx server headers increases abnormally, the SEO department shall be informed in time for further inspection.

8. All new stations use HTTPS.

9. To open a subdomain, you need to communicate with the SEO department in advance and obtain consent.

1. Once the URL is determined to go online, it is not allowed to make any changes to the URL without the consent of the SEO department and the provision of the corresponding mechanism.

2. In addition to the content that has been planned to be forbidden to be grabbed and included by search engines, all URLs of the website are static.

3. The search results page in the website is forbidden to be grabbed by search engine by using robots file.

4. Website columns and URL directories need to correspond one by one, the first level classification corresponds to the first level directory, and the second level classification corresponds to the second level directory. It can be classified into two levels at most. If the number of products / pages needs more than three levels of classification, please communicate with SEO department about navigation and internal link solutions first.

5. The column / directory URL ends with a slash. Do not add the file name such as index.php after it.

6. The letters in URL such as column name and file name are all lowercase.

7. Do not include any special characters in the URL except the dash.

8. No extra directory hierarchy can be added to the URL except for column requirements.

9. For both Chinese and English websites, the URL directory name uses the corresponding English words, and the length is limited to 3 English words. Do not use Chinese or Pinyin. Numerical / alphabetic numbering may also be considered.

10. For English website, the product / article page file name uses the product name / article title, and the function words are removed.

11. Chinese website, product / article page file name is numbered with numbers / letters.

12. Do not place the same product under more than one category, only one category.

13. All pages are labeled canonical. If you are not sure what the canonical URL listed by the canonical tag should be, please consult SEO.

Breadcrumb navigation on all pages.

1. The title tag, description tag and H1 text of the page automatically generate the default version according to the format, but the system needs to reserve the manual filling function for SEO department.

Use H1 only once for a page.

2. Column page title default format: secondary column name – primary column name – website name

3. Column page turn page title default format: secondary column name – primary column name – website name – Page x

4. Product page title default format: product name – website name

5. Column page H1 default format: first level column name – second level column name

6. Product page H1 default format: product name

7. From the first paragraph of the column or product description, the description tag extracts the complete sentence with more than 20 words and less than 70 words in length.

8. If the product page has formatted data, the title and description tags can be fully used to make it into a smooth and readable sentence.

9. Unless otherwise required by the SEO department, the page does not use the Keywords tag.

10. Unless otherwise required by SEO department, all links use HTML code links, do not use js generation.

11. All links in user generated content (UGC) are labeled with nofollow attribute. For example, the website adds nofollow label to the URL of comment area.

12. Add alt text to the main map of column and product / article page. If it is not filled in manually, it can be the same as the title of page.

13. Do not use any hidden text or links.

14. Try to avoid using tables, especially nested tables.

1. Under the premise of not significantly affecting the visual effect, all pictures need to be compressed to the maximum extent before they can be used.

2. Do not use pictures that exceed the actual display size (do not upload large-scale pictures, and then reduce the size display).

3. Page plain text code (including HTML, JS, CSS) shall not exceed 500K. Special pages such as the home page can be appropriately relaxed.

4. Delete unused CSS code. Try to merge CSS files.

5. Use js sparingly. Test whether JS slows down the page opening speed in the mainstream browser.

6. The actual test page opening speed using the mainstream browser should not exceed 3 seconds. If possible, test from multiple provinces and cities.

1. Unless otherwise required, make sure to add traffic statistics code when all pages of the website go online.

2. All websites open Baidu resource platform and Google search console account.

5. Generate and update XML sitemap in real time or regularly in the background, including homepage, column and page turning, product / article page. Whether to include filter condition page shall be determined after coordination with SEO department.

6. All new stations shall be designed in a responsive way, and independent mobile stations or mobile subdomains shall not be used. The old station that has used mobile sub domain name optimization has been kept current for the time being, and after communicating with the SEO department, it has turned to responsive design.

7. Do not use Chinese characters in HTML code of English website, including comments.

8. When the URL needs to be changed for various reasons, the old URL will be redirected to the new URL by 301. Do not use other steering methods.

9. When the URL is changed for various reasons, the navigation and inner page links are updated to the new URL. URLs that need to be redirected are prohibited in navigation.

10. Do not enable the tag / tag function before communicating with SEO.

11. Do not use js to generate / call page content unless otherwise required by SEO.


SEO is a process. The website improves its exposure through optimization. It is a process of long time investment, high energy investment and long-lasting effect. This process is similar to slow work and meticulous work. Ranking depends on technology and data, not on feeling.

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