SEO Ebook VietMoz 2013 - PDF

Ebook SEO VietMoz 2013
About VietMoz
Trung tm o to SEO VietMoz thuc Cng Ty TNHH Truyn Thng VietMoz chnh thc thnh
lp vo ngy 31/05/2013, tuy nhin nhng hot ng o to v t vn ca chng ti thc s bt u
t nm 2010.
Khi ngun t nhng bui offline cng ng v nhng lp hc SEO vi s lng hn ch do Mr.L
Nam (ngi sng lp trung tm SEO VietMoz ng thi l CEO ca VietMoz) trc tip ng lp v
ging dy. Sau rt nhiu kha hc tri di trong nhiu nm qua, trung tm o to SEO VietMoz o
to c hng trm SEOer v hin vn ang c rt nhiu hc vin tip tc theo hc.
Trong o to, VietMoz c gng ti a tho mn yu cu ca hc vin. Khng ch cung cp kin

thc trong kho hc, ging vin ca chng ti s chia s cc kinh nghim lm vic, cc thng tin b ch
v ngnh Internet Marketing Vit Nam. Chng ti quan tm ti sc hc ca tng hc vin trong lp,
vi nhng bn hc yu hoc qu bn cng vic, VietMoz lun dnh thi gian gip thm cc bn
theo kp chng trnh. c bit vi nhng hc vin xut sc, s c mi li lm vic vi VietMoz
hoc c VietMoz tin c ti cc cng ty cung cp dch v SEO v cng ty lm cc lnh vc khc.
VietMoz , ang v s lun tm mi cch hc vin cm thy thoi mi v thun tin nht khi
n lp hc, nhm n mc ch cui cng l gip cho vic tip thu kin thc c hiu qu hn. Phng
hc ti trung tm o to SEO VietMoz t tiu chun quc t vi ni tht c thit k c bit s
mang li cm gic d chu v tri nghim c bit cho cc hc vin.
Trung tm o to SEO VietMoz VietMoz.edu.vn
Trung tm o to SEO VietMoz lin tip t chc cc bui offline min ph cho cng ng, l ni
tho lun, t vn thc mc cho mi thnh vin
c thm thng tin v chng ti, xin mi cc bn ng ngi ngn ti thm quan phng hc ca
chng ti ti:
Trung tm o to SEO VietMoz
a ch: Hoa Cng Building S 18/11 Thi H, ng a, H Ni
in thoi: (04) 6292 3344
Email: info@vietmoz.com
Bn : http://vietmoz.edu.vn/co-so-vat-chat/
CHU TRCH NHIM NI DUNG
Mr. Lee Nam

CEO VietMoz
BIN DCH
Mr. Tun
SEOer - VietMoz
NHM BIN SON
Mr. Thnh
Designer - VietMoz
Mr. Tng
Coder - VietMoz
Mc lc
Chng 1: C bn v cng c tm kim ................................................................................................. 8
Bi 1: Tng quan v cc my tm kim ......................................................................................... 9
Bi 2: Tm kim vi cng c tm kim ....................................................................................... 12
Bi 3: Tm kim nng cao ........................................................................................................... 14
Bi 4: D qut WEBSI TE .......................................................................................................... 16
Bi 5: Indexing
............................................................................................................... 18
Bi 6: Th hng (Ranking).......................................................................................................... 21
Bi 7: Kim tra (10 pht) ............................................................................................................ 24
Chng 2:Thc hnh s dng ton t tm kim ................................................................................... 25
Bi 1: Cn bn v ton t tm kim ............................................................................................. 25
Bi 2: Tm kim title trang web .................................................................................................. 26
Bi 3: Tm kim trong a ch trang web (URL) ......................................................................... 26
Bi 4 : Gii hn tm kim n mt tn min cp 1 no . ......................................................... 26
Bi 5: Ly v bn cache gn y nht ca trang web.................................................................. 27
Bi 6: Tm file pdf trn Internet .................................................................................................. 27
Bi 7 : Tm bi vit theo tn tc gi ............................................................................................ 27
Bi 8: S dng ton t ph nh ................................................................................................. 27
Bi 9: Kt hp ton t ph nh v ton t nng cao .................................................................. 27
Bi 10: Tm kim vn bn neo .................................................................................................... 28
Chng 3: Ti u Onpage .................................................................................................................... 29
Bi 1: Gii thiu
............................................................................................................... 30
Bi 2: K thut ti u Onpage v chn t kha .......................................................................... 30

Bi 3: Ti u hnh nh ............................................................................................................... 34
Bi 4: Nhng li thng gp khi ti u Onpage ......................................................................... 36
Bi 5: Cu hi kim tra kin thc ............................................................................................... 39
Chng 4: Cc yu t k thut trong SEO............................................................................................ 40
Bi 1: V sao phi nghin cu cc yu t k thut trong SEO .................................................... 41
Bi 2: D qut v lu d liu ...................................................................................................... 41
Bi 3: M trng thi HTTP l g? Chng c dng khi no? .................................................... 49
Bi 4: ng dn URL Cu trc v cch ti u ...................................................................... 53
Bi 5: Trng lp ni dung v cch khc phc ............................................................................. 55
Bi 6: Tc site Tm quan trng v cch ti u ................................................................... 61
Bi 7: Sitemap v RSS Feeds Tm quan trng v ti sao?....................................................... 63
Bi 8: Nhng li thng gp ....................................................................................................... 69

Bi 9: Nhng tool cn bit .......................................................................................................... 72
Bi 10: Cu hi kim tra ............................................................................................................. 74
Chng 5: Interactive robots.txt .......................................................................................................... 75

Bi 1: Kin thc c bn............................................................................................................... 76
Bi 2: Chn c th mc ............................................................................................................... 76
Bi 3: Cho php mt ng dn c th no ........................................................................... 76
Bi 4: Chn mt loi b c th .................................................................................................... 77
Bi 5: Add multiple block ........................................................................................................... 77
Bi 6: Khai bo User-agent c th .............................................................................................. 78
Bi 7: C bn v k t i din ................................................................................................... 78
Bi 8: Chn tham s
............................................................................................................... 79
Bi 9: Chn nh dng ca file .................................................................................................... 80

Bi 10: Ch ra v tr sitemap XML .............................................................................................. 80
Chng 6 : Nghin cu t kha ............................................................................................................ 81
Bi 1: Th no l nghin cu t kha ......................................................................................... 82
Bi 2: Gi tr ca vic nghin cu t kha .................................................................................. 85
Bi 3: Cc loi t kha ............................................................................................................... 87
Bi 4: Gii thiu cng c nghin cu t kha ca Google ......................................................... 89
Bi 5: Bt tay xy dng danh sch t kha u tin ca bn ...................................................... 94
Bi 6: Nhm t kha theo tng ch ....................................................................................... 96
Bi 7: M rng danh sch t kha: ............................................................................................. 98
Bi 9: Ti liu tham kho v cng c h tr ............................................................................. 104
Bi 10: Cu hi kim tra ........................................................................................................... 106
Chng 7: Information Architecture .................................................................................................. 107
Bi 1: Gii thiu v Information Architecture .......................................................................... 108
Bi 2: Cc loi iu hng tiu biu ......................................................................................... 109
Bi 3: Nhng hn ch ca my tm kim .................................................................................. 111
Bi 4: S dng sitemap tm ra nhng li trong cu trc website.......................................... 114
Bi 5: Lin kt ni b ............................................................................................................. 117
Bi 6: iu khin cc my tm kim ......................................................................................... 123
Bi 7: Gii thiu v Faceted Navigation iu hng nhiu chiu......................................... 128
Bi 8: Cu trc cc website quc t .......................................................................................... 133
Bi 9: Cng c
............................................................................................................. 133
Chng 8: Nghin cu i th cnh tranh .......................................................................................... 138

Bi 1: Gii thiu v nghin cu i th cnh tranh .................................................................. 139

Bi 2: Phn tch mc cnh tranh ca mt t kha c th ..................................................... 140
Bi 3: Phn tch cng ty v website i th .............................................................................. 144
Bi 4: Phn tch h thng link ................................................................................................... 150
Bi 5: Competitive Link Growth............................................................................................... 154
Bi 6: Cc cng c v ti liu tham kho hu ch ..................................................................... 156
Bi 7: Cu hi kim tra kin thc ............................................................................................. 157
Chng 9: Phn tch link .................................................................................................................... 158
Bi 1: Gii thiu v phn tch link ............................................................................................ 159
Bi 2: uy tn v gi tr ca trang lin kt ............................................................................. 160
Bi 3: Mc lin quan v ni dung gia trang t lin kt v trang nhn c lin kt........ 165
Bi 4: Vn bn neo
............................................................................................................. 168
Bi 5: S lng v cht lng link............................................................................................ 172

Bi 6: c im ca link xu .................................................................................................... 175
Bi 7: Cng c phn tch link .................................................................................................... 178
Bi 8: Hi p
............................................................................................................. 183
Chng 10: Thc hnh ci t Google Analytics ............................................................................... 184

Bi 1: Ty chnh tham s UA ................................................................................................... 185
Bi 2: To pageview o ............................................................................................................. 185
Bi 3: Theo di bin ngu nhin ............................................................................................... 186
Li kt.......................................................................................................................................................................187
CHNG
C bn v cng c tm kim
Bi 1
: Tng quan v cc my tm kim
Bi 2
: Tm kim vi cng c tm kim
Bi 3
: Tm kim nng cao
Bi 4
: D qut WEBSITE
Bi 5
: Indexing
Bi 6
: Th hng (Ranking)
Bi 7
: Kim tra (10 pht)
Bi 1: Tng quan v cc my tm kim

Trong bi ny, chng ta s tm hiu v
World Wide Web l g?
Lch s v vai tr ca cng c tm kim
S lc v d qut, to ch mc v xy dng th hng
Nhng tin b gn y ca cc cng c tm kim
World Wide Web l g?

V c bn, th gii web l tp hp cc trang web v cc file (thuc rt nhiu nh dng khc nhau)
c lin kt vi nhau bi h thng phc tp ca cc lin kt hay links. H
Cc file trn th gii web ny c th thuc nhng nh dng sau:
Hnh nh
Videos
File pdf
Video Flash
File Javascript
Vi nhiu nh dng file khc nhau, ni dung trang web tr nn hp dn hn, thay v thun ty l
vn bn. Vic ny gy kh khn cho my tm kim, c bit vo thi im n mi ra i. Mt phn v
k thut d qut cha thc s pht trin.
Cho n ngy nay, my tm kim vn gp kh khn vi mt vi nh dng file.
L mt ngi lm SEO, bn cn bit nhng nh dng file no m my tm kim gp kh khn
khng a nhng ni dung quan trng vo cc file ny.
Lch s v vai tr ca cc my tm kim

Th gii web mi ra i trong hn 20 nm.
Ngy , my tm kim vn cha ra i cc website c bit n ch nh truyn ming, hoc
nh mt trang web danh b cha a ch ca tt c cc trang web khc (web hub). Khi th gii Internet
vn cn nh, vic ny ko vn g. Nhng khi th gii ny m rng mnh m vo nhng nm tip theo,
mt gii php mi l iu bt buc.
Trong sut 1993/1994, nhng my tm kim u tin ra i bao gm Excite, AltaVista v
Yahoo!. S lng cc trang web v ngi dng tng ln mnh m n mc m nhng trang web hub
tr nn qu ti v khng cn hiu qu.
Nm 1996, Google ra i. y l my tm kim u tin nhn ra sc mnh v vai tr ca lin kt
v s dng chng nh gi uy tn ca trang web. y chnh l bc t ph gip tng cht lng
bng kt qu tm kim.
3 cng vic chnh ca my tm kim: D qut, Xy dng c s d liu v Xp hng

V c bn:
D qut: L qu trnh my tm kim i tm nhng ni dung mi. H s dng nhng phn mm c
th t ng gh thm cc website v ln theo lin kt trn cc trang web tm ra nhng ni dung khc.
Xy dng c s d liu: Cc my tm kim copy ni dung ca cc trang web m chng gh thm.
D liu ny c lu tr trn rt nhiu my tnh trong cc trung tm d liu (data center) khp ni
trn th gii. iu ny gip cho vic tm kim tr nn nhanh chng, d dng hn gip bn nhn c
kt qu ch trong 1/2s hoc t hn.
Xp hng: y l cng vic m cc SEO quan tm nht. Khi mt ngi tm kim online, cc c
my ny cn mt thut ton nh gi trang web nhm xc nh trang web no lin quan nht, v t
tnh ra th hng ca trang web trn bng kt qu
Nhng tin b gn y ca cng c tm kim

Bn cnh , kt qu tm kim khng phn bit theo khu vc. Bt k ai trong mt t nc tm
kim mt sn phm hay dch v u nhn c mt bng kt qu nh nhau.
Tuy nhin, trong nhng nm gn y, c mt s thay i:
Mng x hi: Cc trang mng x hi nh Facebook v Twitter gip my tm kim bit chnh xc
trang web no ang c quan tm. My tm kim nhanh chng cp nht tn hiu ny vo thut ton,
gip bng kt qu tr nn chnh xc hn, cp nht hn.
C nhn ha kt qu tm kim: Tng t, my tm kim thu thp lch s lt web ca ngi dng.
Lch s bao gm: nhng cm t no c h tm kim nhiu, nhng trang web no h hay gh thm
v li lu. T , my tm kim c th bit mc yu thch ca ngi dng i vi cc trang web.
Kt qu l vi cng mt cm t, bng kt qu tm kim ca ngi ny s c khc bit vi bng kt qu
ca ngi khc.
V d trang web vnexpress.net v 24h.com.vn. Ti thch trang web ny, bn thch trang web khc.
Chng ta ai cng c quan im ca ring mnh.
My tm kim tin ha rt nhiu trong nhng nm gn y v t thay i cch thc tm kim
ca mi ngi, c bit l Google. C my ny tr nn thng minh hn rt nhiu nh c ch t hc
cng nh kh nng thu thp d liu vt tri gip n c th cung cp kt qu ph hp nht vi mong
mun ngi dng. S vt tri ny ca Google th hin qua 2 tnh nng di y:
Google Suggets: Ra i t 8/2008. Khi bn bt u g, Google s xut t kha cho bn, gip
bn khng mt nhiu thi gian m vn bit c t kha no ph hp nht cho mnh.
Google Instant: Ra i 9/2010, Google Instant thay i ng k cch tm kim bng cch ngay lp
tc cung cp kt qu da trn nhng k t m ngi dng g vo. Bn s thu c kt qu ngay khi g
m khng cn nhn Enter.
L mt chuyn gia SEO, bn khng ch cn bit nhng iu ny, bn cn phi nhn thc nh hng
ca n n cng vic. C th, bn cn phi bit cch tm kim s thay i nh th no, cm t tm kim
s thay i nh th khi nhng tnh nng ny ra i.
Bi tp
10

S dng tnh nng Google Instant ngay hm nay v m t hot ng ca n.
V d
1. Tm kim vi cm t bn ch.
2. M tab khc tm vi cm t bn ch h ni
So snh 2 bng kt qu v a ra kt lun
11
Bi 2: Tm kim vi cng c tm kim

Trong bi ny chng ta s hc v:
Gii thiu v bng kt qu tm kim
Kt qu tm kim hn hp v vai tr ca n vi ngi lm SEO
Bng kt qu tm kim
Hnh thc truyn thng ca bng kt qu thng bao gm 10 lin kt hay 10 trang web. Ngoi ra
khng cn thng tin no khc.
Gi y, khi tm kim bn s nhn c bng kt qu bao gm:
Tin tc.
Hnh nh.
Bn v a ch chi tit cc doanh nghip, t chc trong vng.
im nh gi ca ngi dng.
Thng tin sn phm.
Video.
V d, nu bn tm kim vi cm t Vietmoz logo, n 99% trong bng kt qu s c hnh nh

logo ca Vietmoz. Bng kt qu ca bn s c hnh th nh sau:
y l l do m bng kt qu ny c tn l bng kt qu hn hp.
2. Kt qu hn hp (blended results) c ngha g vi cc SEOer
12
Nu bn m mt nh hng H ni, bn nn lp ti khon Google Place v s c th xut hin

trong bng kt qu tm kim nh nh hng Venus trn.
Nu c tn dng tt, kt qu hn hp mang n nhiu c hi hn na cho bn, gip bn xut
hin trc mt khch hng.
Bi tp:
Tm kim trn Google
Tm kim vi nhng cm t s mang li kt qu hn hp (blended results) bao gm c hnh nh,
vn bn v video.
13
Bi 3: Tm kim nng cao

Trong bi ny, bn s c hc v:
Gii thiu cc ton t tm kim
u im ca vic s dng ton t tm kim
Cch s dng cc ton t tm kim
1. Ton t tm kim l g?
Ton t tm kim l nhng t kha bn s dng trong khi tm kim, gip thu hp phm vi tm kim
n chnh xc nhng g bn cn.
2. Nhng v d v ton t tm kim:

Di y l nhng ton t tm kim hay c dng trong gii SEO:
a. Tm ra nhng trang c index ca mt website cho trc
Cu lnh tm kim: site:vietmoz.com
Ton t site yu cu my tm kim ch ly ra nhng trang thuc tn min cho, trong trng
hp ny l vietmoz.com
b. Tm nhng trang web m tn min cha cm t cho trc
Cu lnh tm kim: Inurl:forum qun o
Ton t inurl yu cu my tm kim ch tr v nhng trang m a ch URL ca n c cha t
hoc cm t cho, trong trng hp ny l t forum.
Kt qu tr v l tt c nhng din n c cha t qun o trong ni dung. Nhng din n ny s
rt hu ch khi bn xy dng lin kt SEO cho mt website cng ni v ch qun o.
Bn cnh vic s dng ring l tng ton t, bn cng c th kt hp chng vi nhau:
Nhiu ton t c th kt hp vi nhau, v d vi 2 ton t site v inurl trn. Nh bn s thy
y vi:
site:vnexpress.net inurl:the thao
Cu lnh ny s tr v tt c nhng trang trong website vnexpress.net m trong ng dn URL c
cha t the thao
Ngoi ra, cn rt nhiu ton t khc ang ch bn khm ph. Nu hng th, hy truy cp vo ng
link: http://www.googleguide.com/advanced_operators.html
3. Ton t ca cc my tm kim khc

Trn y l nhng ton t c dng chung cho cc my tm kim. Ngoi ra, mi my tm kim
cng c nhng ton t ring.
Cc ton t dnh cho Bing (my tm kim ca Microsoft)
14

C 2 ton t bn c th s dng vi Bing m rt hu ch vi cng vic SEO:
1. Ton t linkfromdomain:
Ton t ny s ly ra tt c nhng website i tc, nhng ngi nhn c link tr t domain ca
bn:
linkfromdomain:vietmoz.com
Kt qu tr v cho bn l tt c nhng trang web c website vietmoz.com t link tr ti.
Bit iu ny s rt hu ch trong qu trnh xy dng link: V du: Nu bn ang mun ly link t
mt website, bn c th xem h t link ti nhng u v v sao h li lm vy.
4. Nhng tc dng m ton t tm kim mang li:

Vi mt ngi lm SEO, ton t tm kim rt ngn thi gian lm vic ca bn. N gip bn tm ra
nhng website, blog, forum m bn c th t link, gip bn tm kim theo nhng nh dng file c th
nh pdf, word, power point
Bi tp:
Kim tra xem trn website ca bn, hoc website m bn hay gh thm c bao nhiu trang c
index
15
Bi 4: D qut WEBSITE
Trong bi ny, chng ta s c hc v d qut website, mt trong 3 cng vic hng ngy ca my tm
kim.
1. Cch b tm kim d qut website

My tm kim thc hin d qut website nhm mc ch tm ra ni dung mi.
My tm kim lm c vic ny nh s dng nhng phn mm hin i c th thu thp thng tin
trn Internet. Nhng chng trnh ny thng c gi l b tm kim (Spider). Vi quy m ngy cng
m rng ca mng Internet, cng vic ny ngy cng tiu tn nhiu ti nguyn. Do , my tm kim
s dng cc thut ton quyt nh xem trang web no s c d qut, bao lu s d qut, v su
d qut. iu ny cho php h tn dng ti nguyn ca mnh mt cch hiu qu nht c th. Bi hc
quan trng m cc SEOer cn phi nh l cc my tm kim se khng t ng d qut trang web ca
bn tr phi chng c l do lm iu .
Mt khi b tm kim gh thm trang web ca bn, u tin chng s tm n file robots.txt, y
cng chnh l bng ni quy ca trang web v s ch ra nhng trang no (nu c) m chng khng c
d qut. Bn c th tm hiu nhiu hn v bng ni quy c bit ny nhng bi hc sau.
Gi s rng con b khng b chn theo cch ny, n s bt u d qut tt c cc trang web trn
website ca bn. Dc ng i, n s lu li tt c cc a ch tn min vo trong mt danh sch s
dng cho nhng ln d qut sau.
Gia d qut v index (lu d liu) c s khc bit ln. D qut l tm ra cc a ch trang web,
trong khi index l thu thp thng tin hay ni dung trong cc trang web .
2. Nhng vn m b tm kim thng gp phi

B tm kim l cc chng trnh my tnh thng minh, tuy nhin, chng vn ch l my mc v do
c nhng hn ch nht nh
Nhng cng ngh Web c th gy kh khn cho b tm kim:
Website ngy nay s dng nhiu cng ngh khc nhau nng cao cht lng ng thi mang li
tri nghim tt hn cho ngi dng. Tuy nhin mt s cng ngh li gy kh khn cho b tm kim. C
th l:
16
Javascript
AJAX
Flash
Nhng l mt ngi lm SEO, bn cn bit rng s dng cc cng ngh ny trong trang web c th
lm kh cho b tm kim khi chng d qut ni dung ca bn.
Nhng loi ni dung c th gy kh cho hot ng ca b tm kim:
C nhng loi ni dung m b tm kim khng thch, v chng khng th c c d dng nh
con ngi, c th l video v hnh nh. Trong khi chng c th pht hin v nhn ra s tn ti ca video
hoc hnh nh trn mt trang web, chng vn cha kh nng hiu y ni dung ny. Mt ln
na, b tm kim ang ngy cng tr nn thng minh hn nhng cn xa chng mi t ti trnh c
th hiu y cc loi ni dung nh con ngi.
V d: My tm kim s khng th c c ch trn mt bc nh. iu tng t cng xy ra vi
video.
V vy cn m bo trang web ca bn khng ch cha hnh nh hoc video. Bn cnh hnh nh,
video cn c nhng on ni dung m t. V nhng ni dung quan trng nht nh phi c trong
nhng nh dng m my tm kim c th d dng hiu c. C th l vn bn
3. Cc loi b tm kim
Mi my tm kim c con b ring vi ci tn ring. V d ca Google l googlebot. Ca Bing l
bingbot. Baidu l Baiduspider.
4. Ti liu tham kho
Vlog C ch tm kim ca Google Spider ( http://tutorial.vietmoz.net/co-che-hoat-dongcua-cong-cu-tim-kiem/ ).

Tm hiu c ch tm kim ca Google Spider ( http://vietmoz.net/kien-thuc-seo/Tim-hieuco-che-tim-kiem-cua-Google-Spider-46/).
17
Bi 5: Indexing
Web index l g?
Thu thp thng tin
Caching l g v lm th no kim tra bn cache ca mt trang web?
Mt khi my tm kim d qut trang web, chng cn lu tt c nhng ni dung ny vo c s d

liu ca mnh. Tt c nhng thng tin ny c t chc li v t trong tnh trng sn sng cung cp
cho ngi dng khi h tm kim.
1. C s d liu web (Web index) l g?

V c bn, web index l c s d liu lu tr cc trang web. Cc my tm kim s dng hng ngn
my ch t khp ni trn th gii lu tr nhiu t trang web trong CSDL ca mnh. Vic ny m
bo ngi tm kim nhn c kt qu gn nh ngay lp tc sau khi h nhn nt Enter.
2. Ly thng tin
Khi mt ngi dng tm kim vi mt t kha, thc t h khng tm kim trn th gii web. H
ang tm kim trn c s d liu ca cc my tm kim. Cc my tm kim s vo c s d liu ca
mnh v ly ra cc trang web cng ch . C th l nhng trang web c cha t tm kim hoc cha
nhng t lin quan. T y rt ra c, tng lin quan ca trang web n t kha bn mun
hng ti, bn cn bit chn t kha mt cch hp l nhng v tr quan trng. Bn cnh , cng
khng c qun nhng t lin quan.
Lm th no my tm kim bit c ni dung trang web c lin quan n t kha ang c tm
kim
a. S dng t kha:
My tm kim tm xem trong ni dung ca trang web c cha t kha ang c tm kim hay
khng?
Nu ngi ln Google tm kim vi t bng :
Ni dung A: Bng l mn th thao tp th, gm 2 i thi u i khng vi nhau. Mi i c 11
vn ng vin. Trong c 1 th mn, c quyn chi bng bng tay v c bo v trong vng cm
a. Trn u c iu khin bi 3 trng ti trong c 1 trng ti chnh, 2 tr l trng ti
Ni dung B: Vi k thut iu luyn v kh nng c trn u cc tt, Messi gp cng ln trong
k tch 3 chc v ch La Liga lin tip ca Barca. Cng nh iu ny m anh 4 nm lin c bu
chn l cu th hay nht th gii.
Tm li: v ni dung A cha t bng trong khi ni dung B khng c mc d cng ni v ch
bng , my tm kim d dng xc nh ni dung A lin quan hn, v t tr v cho ngi tm kim
R rng l s khng cn d dng nu c 2 ni dung ny cng cha t bng .
18

b. Tn sut xut hin * tn s nghch ca t trong vn bn
(Term Frequency*Inverse Document Frequency)
Tn s xut hin l s ln xut hin ca t kha trong vn bn.
Tn s nghch l t l gia mc ph bin ca mt t trn trang web vi mc ph trung
bnh trn mi trang web. V cn bn, nhng t c s dng ph bin hn s c trng s thp hn.
V d khi bn tm kim vi cm t bng Messi
Ni dung A: Bng l mn th thao vua, vi hng t ngi hm m trn ton th gii. Cc gii
bng hng u th gii c th k n nh Ngoi Hng Anh, Bundesliga c hay La Liga Ty Ban
Nha.
Ni dung B: Trn th trng chuyn nhng, hin Messi l cu th c nh gi cao nht v c
rt nhiu cu lc b ln sn n. D vy, i bng ch qun ca Messi, CLB Barca cha bao gi v
kh nng s khng bao gi bn ngi sao ln ny ca h.
Vi phng php TF*IDF: v t Messi t ph bin hn bng nn IDF ca Messi cao hn.
Vi cng mt t l TF, th r rng ni dung B lin quan n cm t truy vn hn ni dung A. V do ,
my tm kim s tr v ni dung B cho ngi dng.
My tm kim s dng IDF. V d, khi ngi dng gi mt truy vn n my tm kim, h thng
cn bit t no l t ngi dng quan tm nht. Chng hn: truy vn ca ngi dng l "lm th no
sa my i". Sau khi tch t, chng ta s c 5 t n nh sau: lm, th no, , sa, my i. Trong cc
t ny, "my i" s c IDF cao nht. H thng s ly ra tt c cc ni dung c cha t my i v sau
s thc hin vic nh gi v so snh da trn cc t cn li trong cu truy vn.
Kt qu s xc nh t l gia mc ph bin ca mt t trn trang web vi mc ph trung
bnh trn mi trang web. V cn bn, nhng t c s dng ph bin hn s c trng s thp hn.
Nhng t c gi tr TF-IDF cao l nhng t xut hin nhiu trong vn bn ny, v xut hin t trong
cc vn bn khc. Vi my tm kim y l nhng t c gi tr cao hn. Vic ny gip lc ra nhng t
ph bin v gi li nhng t c gi tr cao (t kho ca vn bn ).
c. Nhng t lin quan (Co-occurrence)
V d, cm t tm kim: tn ng khng
Ni dung A: Tn Ng Khng cn gi l T Thin i Thnh hay T Thin, l nhn vt chnh trong
tiu thuyt Ty du k, nhn vt gi tng c th c xem l ni ting nht trong vn hc Trung Hoa.
Ni dung B: Theo truyn thuyt, Tn Ng Khng sinh ra t mt hn v hc c 72 php
bin ha (gp hai ln s php ca Tr Bt Gii).
V cm t tn ng khng thng c s dng vi ty du k nn ni dung A lin quan n
cm t cn tm kim hn ni dung B. Do vy, n c th hng cao hn.
3. Caching
s dng hiu qu ngun ti nguyn ca mnh, cc my tm kim s tin hng copy ni dung
trang web ca bn v my ch ca h dng cho vic nh gi th hng. Nhng bn copy ni dung
trang web ny c gi l bn cache. V ni dung trang web thng c cp nht nn my tm kim
19

thng phi quay tr li copy ni dung. Tn sut c th l t vi ting/1 ln n vi ngy/1 ln hoc
thm ch lu hn. iu ny c ngha ni dung ca bn cache c th khc bit vi ni dung hin ti ca
trang web.
iu ny s l gii thc t v sao: th hng ca website khng thay i mc d bn tin hnh ti
u n. Thc t, my tm kim vn nh gi website da trn bn cache c, ch n khi n download ni
dung mi hay to bn cache mi th th hng website ca bn mi thay i. V d, khi bn b sung
thm ni dung nhm n nhng t kha khc, bn khng th ngay lp tc thy s ci thin v th
hng cho n khi my tm kim gh thm website ca bn ln ti, thy c ni dung mi v lu nhng
ni dung ny vo bn cache mi ca trang web.
4. Cch kim tra bn cache ca trang web

Nu bn dng Google Chrome, bn c th dng lnh sau:
cache:vnexpress.net
Khi tm kim, bn s thy bn cache c Google lu ca trang web ny.
Bn cng c th kim tra phin bn ch cha text hay ch, phin bn Google nhn thy. Vic ny
s gip bn bit thc t Google c th thy nhng g trn trang web ca bn.
Bi tp:
Kim tra bn cache trn Google, v so snh vi bn hin ti. tm ra nhng im khc bit nu c.
20
Bi 6: Th hng (Ranking)
Trong bi hc ny, chng ta s c hc v:
iu g xy ra khi bn thc hin tm kim?
C nhn ha kt qu tm kim nh hng g n th hng website?
C nhn ha nh hng g n nhng ngi lm SEO?
Phn cui cng trong qu trnh chnh l phn chng ta thng thy nht Kt qu tm kim. y
cng l phn m chng ta quan tm nhiu nht.
1. iu g xy ra khi bn thc hin tm kim?

y l s m t nhng s kin s din ra khi bn thc hin tm kim trn Google:
V c bn, sau khi nhn c truy vn tm kim, my ch s xc nh ni dung chnh ca truy vn

ny. V sau lc ra danh sch tt c nhng trang web c chung ch . Sau my tm kim nh
gi da trn nhng trang web , v xp trang web ph hp nht vi cm t tm kim v tr u tin,
cng nh cc v tr tip theo.
Qua thi gian, my tm kim dn tr nn thng minh hn. Chng bt u hc hi t hnh vi ca
ngi dng nng cao cht lng tm kim. V d, chng c th o lng khong thi gian k t khi
mt ngi di khi bng kt qu tm kim gh thm mt website n khi h nhn nt Back quay
tr li chnh bng kt qu . Khong thi gian ny s ngn khi website c ni dung hoc hnh thc
21

khng tt v khng p ng c mong mun ca ngi dng. Nu vic ny xy ra lp i lp li,
website s b mt th hng.
2. Kt qu tm kim c c nhn ha
Nh cc bn bit, cc my tm kim thng thu thp d liu v hnh vi ngi dng xem
ngi dng c hi lng vi bng kt qu tm kim khng. iu ny khng ch gip tng cht lng
bng kt qu m cn sinh ra mt thc t rng: D tm kim vi cng mt t kha, mi c nhn s nhn
c mt bng kt qu khc nhau. iu ny l do mi ngi c mt lch s tm kim cng nh hnh vi
tm kim khc nhau.
Google l ngi i tin phong trong vic c nhn ha kt qu tm kim, n mc m nhiu ngi
phi e ngi v s nhit tnh trong vic thu thp d liu ngi dng ca Google. H gii thiu v c
nhn ha kt qu tm kim vo nm 2005 (http://googleblog.blogspot.co.uk/2005/06/search-getspersonal.html) v chnh thc p dng n trn ton cu k t nm 2009
(http://googleblog.blogspot.co.uk/2009/12/personalized-search-for-everyone.html)
C th, Kt qu tm kim khi bn tm kim n danh s khc bit t nhiu vi kt qu khi bn ng
nhp vo ti khon Google Account.
Nu bn ng nhp vo ti khon Google, Google s s dng lch s tm kim ca ti khon
c nhn ha kt qu tm kim. H s xem nhng website no bn thng gh thm v ri xp hng
nhng website v tr cao hn. Bn c th xem lch s tm kim ng vi ti khon Google ca bn
ti y (https://accounts.google.com/Login?continue=https://history.google.com/history/&hl=en)
Nu bn khng ng nhp vo ti khon Google, Google vn s c nhn ha kt qu tm kim ca
bn da vo cookie (nh ngha v cookie http://www.google.com/policies/privacy/key-terms/#tocterms-cookie). Lu l Google ch s dng d liu cookie ca 180 ngy gn nht.
L mt ngi lm SEO, c vi iu bn cn lu v vic c nhn ha kt qu tm kim:
Phn mm kim tra th hng gi tr nn t hu ch hn
Vic mang n tri nghim tt cho ngi dng tr nn quan trng hn
Khi kim tra th hng bng tay, bn nn s dng mt trnh duyt sch cha c lch s tm kim.
Nu khng kt qu bn nhn c s khng chnh xc.
Tch hp mng x hi Google+ trong kt qu tm kim

Vo thng 1 nm 2012, Google tin mt bc di trong vic c nhn ha kt qu tm kim. Ln ny
l vic tch hp mng x hi Google+ (mng x hi ca ring h v vn ln tr thnh mng x hi
ln th 2 th gii ch sau Facebook). Chng ta c th d dng nhn thy nh hng ca mng x hi
ny ln bng kt qu tm kim: Nhng trang web c bn b trong vng kt ni G+ ca chng ta cng
1 s c th hng cao hn khi ta tm kim.
L mt ngi lm SEO, bn cn ch nhng im nh sau:
Thng xuyn theo di v nh gi nh hng ca Google+ ln bng kt qu tm kim, c

bit trong lnh vc ca bn
m bo cc website ca bn hoc nhng website bn ang ti u cho khch hng c ci t

bn quyn tc gi
22
Tch hp cc chc nng ca Google+ ln website ca bn khuyn khch ngi dng s dng
Bi tp
Bn m 2 trnh duyt, mt trnh duyt c ng nhp ti khon Google, mt trnh duyt th

khng. Sau tm kim trn Google vi cng 1 t kha v ch ra s khc nhau gia 2 bng kt
qu. L gii ti sao li c s khc bit ?
23
Bi 7: Kim tra (10 pht)

1. Lit k 5 loi file m my tm kim khng th d qut v index chnh xc:
Hnh nh, video, flash, ajax, javascript
2. Lit k 3 cng vic ch yu ca my tm kim:

D qut, lu d liu v xp hng website
3. Miu t 2 cch m vic c nhn ha kt qu tm kim nh hng n cng vic

ca cc SEOs:
Tch hp mng x hi Google+ vo bng kt qu tm kim
My tm kim da vo lch s tm kim v hnh vi ngi dng (lu tr trong ti khon Google hoc
cookies) ti u ha bng kt qu tm kim
Do : Vic kim tra th hng t kha tr nn t chnh xc hn v tri nghim ngi dng tr nn
quan trng hn
4. Ton t tm kim no c s dng xc nh xp x s lng trang c

index trong Google
Ton t site. Cu trc cu lnh site:domain.com
Ti liu tham kho:
http://www.google.com/competition/howgooglesearchworks.html
http://static.moz.com/user_files/SEO_Web_Developer_Cheat_Sheet.pdf
http://www.googleguide.com/advanced_operators.html
http://infolab.stanford.edu/~backrub/google.html
https://developers.google.com/webmasters/control-crawl-index/docs/getting_started
24
CHNG
Thc hnh s dng ton t tm kim

Bi 1
: Cn bn v ton t tm kim
Bi 2
: Tm kim title trang web
Bi 3
: Tm kim trong a ch trang web (URL)
Bi 4
: Gii hn tm kim n mt tn min cp 1 no .
Bi 5
: Ly v bn cache gn y nht ca trang web
Bi 6
: Tm file pdf trn Internet
Bi 7
: Tm bi vit theo tn tc gi
Bi 8
: S dng ton t ph nh
Bi 9
: Kt hp ton t ph nh v ton t nng cao27
Bi 10 :Tm kim vn bn neo
25
Bi 1: Cn bn v ton t tm kim
Ton t tm kim gip bn tm kim d dng hn
Ngoi cch tm kim thng thng, cc my tm kim chnh cn cung cp cc ton t nng cao
gip bn tm ra ng th mnh mun. Trong bi ny, chng ta s tm hiu tt c nhng ton t hu ch
cng nh cch kt hp chng li tm ra ng th bn cn.
Nhng ton t di y c dng ring cho Google v d sao y cng l c my tm kim ph
bin nht. Bn c th tm hiu thm v cc ton t nng cao ti y:
(http://searchengineland.com/google-power-user-tips-query-operators-48126)
Bi tp: tm kim tt c cc trang web c cha t ngc trinh trn website vnexpress.net
Bn s s dng cu lnh no?
Tr li: ngc trinh site:vnexpress.net
Bi 2: Tm kim title trang web

Vi cu lnh site:vnexpress.net bng , kt qu nhn c s l tt c cc trang web c ni dung
cha t bng nm trong website vnexpress.net
Vi intitle:keyword, kt qu thu c s l cc trang web m trong title ca n c cha t keyword
Bi tp: tm kim tt c cc trang web trong website vietmoz.net c title cha t seo, bn s dng
cu lnh no?
Tr li: site:vietmoz.net intitle:seo
Bi 3: Tm kim trong a ch trang web (URL)

Vi inurl:keyword, bn c th thu gn phm vi tm kim kt qu tr v l nhng trang web c
cha keyword trong a ch URL.
Bi tp: tm kim tt c cc trang web trong website vnexpress.net m c a ch URL cha t haihuoc, bn s dng cu lnh no?
Tr li: site:vnexpress.net inurl:hai-huoc
Bi 4 : Gii hn tm kim n mt tn min cp 1 no .

Vi ton t site, Ngoi cu trc tm kim site:domain.com.
Ta cn c site:sub-domains.com (V d : site www.vnexpress.net) v site:.net (Tm kim vi tt c
cc website c ui l .net)
Bi tp : Bn dng cu lnh no tm kim tt c cc trang web c ui .edu v cha cm t seo
training
Tr li : site:.edu seo training
26
Bi 5: Ly v bn cache gn y nht ca trang web

Ton t cache s tr v phin bn gn nht ca trang web ang c lu gi trong c s d liu ca
my tm kim.
Bi tp : Bn hy tm bn cache ca website vnexpress.net. Xem thi im n c to ra l khi no
v so snh n vi phin bn hin thi xem c g khc bit khng ?
Bi 6: Tm file pdf trn Internet

Vi cu lnh inurl:pdf site:vnexpress.net, kt qu nhn c l tt c cc trang web trn site
vnexpress c cm t pdf trong a ch URL, bt k chng c phi l file pdf hay khng.
Nu bn ch mun tm file pdf, hy s dng ton t filetype:pdf. Ton t ny cng c th dng vi vi
cc nh dng file khc nh doc, ppt
Bi tp : tm tt c cc file pdf trong website vnexpress.net. Bn s s dng cu lnh no ?
Tr li : filetype:pdf site:vnexpress.net
Bi 7 : Tm bi vit theo tn tc gi
Chng ti tin rng bn quyn tc gi ng vai tr ngy cng quan trng trong th gii marketing
hin i. (nh Tom Anthony cp trong bi vit di y http://www.distilled.net/u/searchoperators/#inpostauthor)
S dng ton t inpostauthor, cho php bn tm kim bi vit theo tn tc gi. Nu c y h
tn, bn phi chng trong du ngoc kp.
Bi tp: tm kim tt c nhng bi do tc gi Rand Fishin vit trn website:moz.com, bn s dng cu
lnh no?
Tr li: inpostauthor:randfish site:moz.com
Bi 8: S dng ton t ph nh
t du (hay du m) trc cc ton t hc v chng ta s c ton t nghch o ca chng.
Ton t nghch o s tm ra nhng trang web khng cha t hoc cm t tm kim.
iu ny cng p dng vi t kha. V d tm kim vi -bng s ra bng kt qu cha tt c
nhng trang web khng cha t bng . Tng t, -site:vietmoz.net, s sinh ra bng kt qu cha
tt c cc trang web trn mng ngoi tr cc trang web t website vietmoz.net
Bi tp: Tm tt c nhng trang web c cha t th thao nhng khng cha t bng trong ni
dung
Tr li: th thao -bng
Bi 9: Kt hp ton t ph nh v ton t nng cao

Bi tp: S dng tt c nhng g bn c hc. Tm kim tt c cc trang web trn domain vietmoz.net
m khng nm trn www.vietmoz.net
Tr li: site:vietmoz.net -site:www.vietmoz.net
27
Bi 10: Tm kim vn bn neo

Cu lnh di y dng lc ra cc trang web trn vietmoz.net khng cha t seo trong title:
site:vietmoz.net -intitle:seo
Ton t inanchor s tr v tt c trang web c vn bn neo (vn bn i din cho link l dng ch
xanh v thng c gch chn) cha t kha tm kim.
Bi tp: Tm tt c cc vn bn neo trn vietmoz.net c cha t vietmoz
Tr li: inanchor:vietmoz site:vietmoz.net
28
CHNG
Ti u Onpage
Bi 1
: Gii thiu
Bi 2
: K thut ti u Onpage v chn t kha
Bi 3
: Ti u hnh nh
Bi 4
: Nhng li thng gp khi ti u Onpage
Bi 5
: Cu hi kim tra kin thc
29
Bi 1: Gii thiu
Ti u Onpage l vic m bo ni dung ca website lin quan n t hoc cm t kha m bn
ang nhm ti. y l phn rt quan trng trong hu ht cc d n SEO.
C th, ti u Onpage bao gm nhng cng vic chnh sau y:
Xc nh chnh xc nhng t v cm t bn s nhm ti.
Chn trang web ti u. Nu cha c phi ln k hoch lp website mi.
Vit ni dung hng n nhng t v cm t ny.
Ti u tt c cc thnh phn trn trang chng cha nhng t v cm t ny.
Ti u Onpage l cn thit nhng vn cha c mt th hng cao. u tin ca bn phi quan

tm n cht lng ni dung. Ni dung ca bn phi tht cht lng v hu ch, lm cho ngi dng
cm thy tha mn khi tm n website ca bn. Trong qu trnh hc v cch ti u Onpage hy lun
ghi nh:
Chng no vic ti u Onpage ca bn khng nh hng n cht lng bi vit v vn
mang li tri nghim tht tt cho ngi dng, lc bn mi nn ti u
Bi 2: K thut ti u Onpage v chn t kha

Th tiu
Th m t
a ch URL
Header
Bi vit
Hnh nh
Ni mt cch n gin, chn t kha hp l s gip nng th hng cho trang web, nhng chn nh
th no, u, mt bao nhiu? Tt c s c gii p trong phn di y.
1. Tiu trang
Ta s thy tiu trang trong code HTML, v tr ca n nm gia 2 th <title> v </title>.
V d: <title>Ni dung tiu trang</title>
Tiu trang l thnh phn on-page quan trong nht v my tm kim rt coi trng yu t ny, do
vy bn phi nh chn t kha vo tiu trang.
Ngoi ra, trong bng kt qu tm kim, tiu trang l thnh phn ni bt nht, c kch thc ln
nht, mu ni nht so vi tt c cc thnh phn khc. Tiu trang cng c dng lm ng link dn
30

n trang web ch. V vy bn cn m bo c mt tiu trang ngn gn, chiu di khng qu 70 k
t, trnh b ct ngn trn bng kt qu.
kim tra xem tiu trang web ca bn hin th nh th no trong bng kt qu tm kim, truy
cp trang web sau, in a ch website ca bn vo v xem kt qu.
http://www.google.com/webmasters/tools/richsnippets
vit mt title hp dn, bn c th hc cch vit tiu trn bo ch. V nh chn li thc
gic mua hng bt c khi no c th.
Tham kho thm bi vit:
Ti u th tiu :http://vietmoz.net/kien-thuc-co-ban/The-tieu-de-Title-trang-web-4/
2. Th m t
Cu trc th m t:
<meta name=description content=Ni dung th m t />
Ni dung th m t c dng lm phn tm tt, gii thiu v trang web trong bng kt qu tm
kim. ng thi, n cng c s dng lm phn m t cho mt ng link khi n xut hin trn cc
trang mng x hi. Th m t khng dng trong vic tnh ton th hng nhng li rt quan trng trong
vic thu ht khch hng. Cng vi tiu , th m t l n tng u tin m khch hng c khi h tm
kim trn Google. Mt on m t hp dn, c cha t kha (s c bi m nu n cha cm t tm
kim), chc chn s mang li nhiu lt truy cp hn.
Cng vi th tiu , th m t cng b ct ngn nu vt qu s lng k t cho php. V vy, hy
m bo s lng k t trong th m t ca bn khng vt qu 150 k t.
Tham kho thm bi vit:
Ti u th m t: http://vietmoz.net/kien-thuc-co-ban/The-mieu-ta-Meta-Description-Tag-10/
3. a ch URL
URL cng l mt yu t dng xp hng, do vy bn cng nn chn t kha khi c th, cc t
nn phn cch bi du gch ngang.
V d:http://vietmoz.net/thu-thuat-seo/
Khi cn thit bn nn nh i ng k thut chnh sa li a ch URL. Khi thay i mt a ch
c, nh s dng redirect 301 t trang c sang trang mi. Vic ny s m bo trang mi c k tha
tt c sc mnh ca trang c.
31

Bn cnh vic nng cao th hng, chn t kha vo trong URL cn mang li nhiu li ch ph khc.
Th nht, ngi dng khi xem qua ng link s bit ni dung ca trang web l g. Th hai, khi trang
web c mang i chia s, ng link ca n ng thi l vn bn neo. Vic c t kha trong vn bn
neo cng li l mt yu t gip tng hng cho website ca bn.
Nhiu khi cc din n t ng chuyn a ch URL trong bi vit ca thnh vin thnh cc lin kt
HTML. iu ny c ngha l bn thn a ch URL s tr thnh vn bn neo. Kt qu l, nu URL
cha t kha th vn bn neo cng s cha t kha, iu ny s gip tng th hng website.
V d, mt khi a ch URL http://vietmoz.com/dao-tao-seo/ c chuyn thnh link, s gip tng
th hng cho website vietmoz.com vi t kha o to seo hoc dao tao seo
Tham kho bi vit:
Tm hiu v URL: http://vietmoz.net/kien-thuc-co-ban/URL-Lien-ket-48/

9 k thut ti u ha URL: http://vietmoz.net/seo-onpage/9-ky-thuat-toi-uu-hoa-URL-43/
4. Th Heading
Cu trc cc th heading
<h1>Headline</h1>
<h2>Subheading</h2>
<h3>Subheading</h3>
<h1> l th Headline. Bn tng c bo cha ? Headline chnh l dng ch to nht, thng nm
phn trn cng mi bi bo. Cn di n, phn b trong ni dung bi vit l nhng sub-heading (h2),
l nhng on text c kch c nh hn nhng vn ni bt hn phn cn li ca bi vit. nhng cp
thp hn, chng ta c h3, h4. Tm li, Headline l thnh phn quan trng nht, k n l cc SubHeading.
Ch cn c qua heading ta c th hiu s v ni dung bi vit, v vy cc my tm kim thng s
dng heading trong vic tnh ton lin quan ca website vi t kha tm kim. Nh cc bn bit,
lin quan cng ln, th hng website cng cao.
5. Ni dung bi vit
S dng t kha mc tiu trong thn bi vit s rt hu ch, chng no n c chn mt cch hp
l v t nhin km theo bin th v nhng t lin quan ca n. Bn cn tuyt i trnh vic nhi nht
t kha v khng ch bn s mt im trong mt ngi dng m trang web ca bn cng c nguy c
phi chu nhng hnh pht t Google. Nh th mt th hng, nng th bn c th bin mt lun khi c
s d liu ca cc my tm kim.
6. Hnh nh
Nh chn t kha vo trong tn nh cng nh trong th m t nh ca bt k nh no trn trang
web. Vic ny s gip tng th hng website.
7. Th t kha
Ni chung, bn khng cn quan tm n th t kha (v n khng cn c cc my tm kim s
dng trong cng thc tnh ton th hng).
32

Tuy nhin, khi nghin cu i th cnh tranh, bn nn nghin cu th t kha ca h xem i
th ang hng ti nhng t kha no.
Bi tp:
Tm mt trang bit s dng hiu qu hnh nh v th m t (s dng add-on Web Developer

ci trn Firefox)
Bn c hc v nhng k thut Onpage c bn tng th hng website. Onpage tt

ngoi ra cng s mang li nhiu li ch khc cho bn nh: tng lng truy cp, qung b thng
hiu.
8. Bi m
Google s bi m cm t tm kim nu n xut hin trong tiu , a ch URL v th m t. V
d khi ti ln Google tm kim vi t kha hc seo
Tt c 3 t hc, SEO v hc SEO u c bi m, bt k n xut hin u, th tiu ,

a ch URL hay th m t. Vic ny s tng lng truy cp ca ngi dng.
9. Ti liu tham kho
Tutorial: Hng dn lm Google Author

o http://tutorial.vietmoz.net/huong-dan-tao-google-author/
33
Bi 3: Ti u hnh nh
Trong bi ny chng ta s c hc v:
Th m t nh
Tn nh
Ch xung quanh nh
Kch c v nh dng nh
Ti u mt s yu t c th gip bi vit cng nh hnh nh ca bn c c th hng cao trn

bng kt qu tm kim (Lu :hin nay kt qu tm kim c th bao gm c hnh nh, video, tin tc,
ch khng ch n thun l cc trang web nh trong bng kt qu truyn thng). Do vy, nu c ti
u tt, hnh nh ca bn cng c th c c th hng cao trn bng kt qu.
Th m t nh
ti u th m t, bn cn bit b tr t kha hp l trong ni dung th ny. Mc ch ca th m
t nh ng nh tn gi, l m t nh. Nu trnh duyt ca bn khng th c c hnh nh, n s
hin th ni dung th m t nh, gip bn bit nh ni v ci g. V vy b sung ni dung th m t
nh l vic lm khng th thiu, n tt cho c my tm kim ln ngi dng.
My tm kim cng ging nh ngi khim th. N khng th nhn thy nh ca bn. hiu ni
dung ca nh n hon ton da vo th m t nh v cc ni dung xung quanh nh. V vy bn khng
c qun chn t kha vo trong th ny.
Th m t c cu trc nh sau:
<img src=ten-anh.jpg alt=Ni dung th m t nh (nh chn thm t kha) />
Lu l khi hnh nh c dng lm lin kt tr ti mt website no th th m t ng thi
c s dng lm vn bn neo. V vy, bn mt ln na khng nn qun b sung t kha vo th m
t nh
Tn nh
Cng ging nh th m t, ti u tn nh bn cn chn t kha hp l trong tn nh. Nu tn
nh c 2 t tr ln, phn cch cc t ny bng du gch ni. V d: tu-khoa-cua-ban.jpg, lu i tn
trc khi ti nh ln website hoc server ca bn.
Ch xung quanh
Nhng on ch nm pha trc, pha sau hoc hai bn (nu c) (bao gm on ch thch nh)
cng c nh hng n th hng ca hnh nh trn bng kt qu tm kim. m bo rng nhng on
vn bn ny lin quan cht ch n hnh nh ng thi c chn t kha v cc cm t lin quan.
Vn bn neo
Nu mc ch ca bn l SEO hnh nh, ng qun chn t kha vo trong vn bn neo ca nhng
links tr n hnh nh ca bn. y l yu t gip hnh nh ca bn tng hng.
Kch c v nh dng nh
34

Theo kinh nghim ca cc chuyn gia SEO, bn nn s dng nhng hnh nh c kch c hp l.
Hnh nh qu nh th ngi dng s phi cng mt ln nhn. Hnh nh qu ln th s lm ko di thi
gian ti trang. Tuy nhin, vn c ngoi l nu hnh nh l hnh i din (thumbnail), cc hnh
infographics cn kch c ln m t ni dung.
Thm vo , ch nn s dng cc nh dng ph bin nh JPG, GIF hoc PNG
Bi tp:
Th tm kim vi t iphone, v tm nhng hnh nh khng lin quan n dng in thoi ny.
L gii ti sao nhng hnh nh ny li c mt trong bng kt qu.
V Google khng th c c hnh nh. Chng ch cn c vo cc yu t lin quan nh th
m t, tn nh, li ch thch v cc on text xung quanh. Nu bn ti u tt c nhng yu t
ny, nh ca bn s c th hng trn bng kt qu bt k ni dung nh khng lin quan n t
c tm kim.
Ti liu tham kho:
K thut ti u hnh nh: http://vietmoz.net/kien-thuc-co-ban/Toi-uu-hinh-anh-112/
35
Bi 4: Nhng li thng gp khi ti u Onpage

C nhng li m ngi lm SEO thng mc phi v c th lm mt th hng website:
Ti u qu
Nhi nht t kha
Trng lp ni dung
Sao chp ni dung mu
To ra 2 ni dung khc nhau, mt cho Google, mt cho ngi dng
1. Ti u qu
Ti u Onpage qu l s dng qu nhiu k thut SEO trn trang, kt qu l th hng khng
thy u, c khi li b Google pht. Vic ny c th khc phc bng cch ti u li trang v mc c th
chp nhn c.
Di y l checklist m Google s dng nh gi xem mt trang web c ti u qu hay
khng? Hnh pht s c p dung khi trang web vi phm mt vi trong s nhng iu di y:
S dng qu nhiu t kha trong title
S dng qu nhiu t kha trong bi vit
S dng qu nhiu t kha trong a ch URL
Khi bn sa cha nhng li ny v Google d qut li trang web v ghi nhn s sa cha,
Google s g b hnh pht cho bn.
2. Trng lp ni dung
Tt nht l tuyt i trnh vic trng lp ni dung gia cc trang web trn website ca bn cng
nh vi cc trang web bn ngoi. Vic ny s lm cho ni dung ca bn b gim gi tr, v gy ra nhm
ln cho ngi dng ln my tm kim.
V d, nu mt website c 2 trang web c ni dung ging nhau. Ngi dng cng nh my tm
kim khng bit ni dung no l bn chnh, ni dung no l bn ph. Ngi dng khng bit nn tin
vo ni dung no, my tm kim cng khng bit nn a ni dung no ln bng kt qu. Thm vo ,
s dng nhng ni dung ging nhau trn cng mt trang s ch mang li kt qu vi mt s t t kha
trong khi bn cn rt nhiu t kha c gi tr khng km. Hn na, nhng ni dung trng lp ny khng
mang li gi tr g cho ngi dng v s khin website ca bn mt im trong mt h.
Khi Google nhn thy ni dung trng lp, n s u tin ni dung t cc website uy tn trong khi cc
website km uy tn hn s phi xp sau.
3.Sao chp ni dung mu

V d bn c mt shop bn in thoi di ng online. Bn s nhn thng tin m t v sn phm t
u? Chc chn l t nh sn xut. v d vi iPhone 5, bn s ly thng tin t Apple. Thc t c rt
nhiu ngi cng kinh doanh in thoi iPhone 5 v cng ging bn h ly thng tin m t sn phm
t nh sn xut a ln website thay v t vit ni dung ca ring mnh. Vic ny v tnh s to ra
36

nhng ni dung trng lp. Nu ni dung ca bn cng ging h, l do g Google xp website ca bn
cao hn nhng ngi khc.
c th hng tt, on miu t sn phm ca bn phi tht s c o, iu ny c ngha l mi
th trong ni dung ca bn: t on miu t n c tnh k thut sn phm cn phi c vit li
tr nn hon ton c o.
Nguyn tc trn cng p dng cho vit blog. C rt nhiu blog ch n gin i copy li ni dung t
cc blog khc.
Google tha kh nng bit mt ni dung do ai vit ra, v s cho nhng ni dung th hng cao
hn cc ni dung i sao chp. Tuy nhin c mt ngoi l khi cc website sao chp c uy tn cao hn
(PR cao hn), chng i khi c xp trn website ca bn.
Ti u ni dung s gip bn c th hng tt, iu khng phi bn ci. Ti u ni dung bao gm
vic lp li t kha, bi m in nghing, gch chn t kha, v s dng cc bin th t kha. Tuy nhin,
chn qu nhiu t kha s khin cho bi vit ca bn mt tnh t nhin, gy cm gic kh chu cho
ngi c.
Ngi dng s ch truy cp nhng trang web ny mt ln v thi gian h trn website ny cng
rt ngn. y cng l mt yu t tnh th hng cho website. V th nhng website dng ny s dn
mt th hng. V vy, thay v vit ni dung xoay quanh t kha, hy vit ni dung hng ti ngi
dng.
4. Nhi nht t kha trong title

Trc y, chn nhiu t kha vo title s mang li th hng cao. Ngy nay, khng nhng khng
mang li li ch, bn cn phi i mt vi nhng hnh pht ca Google v y l du hiu ca spam, ca
vic ti u qu . Bn nn tuyt i trnh vic ny nu khng mun mt th hng. Di y l v d
ca vic lm dng t kha trong tiu :
Xe Camry, Bn xe Camry, Xe Camry gi r, Xe Camry nhp khu | Toyota ng a
Ngoi vic chn t kha chnh vo th tiu , ni dung th tiu phi tht hp dn. Vi v d
trn, chng ta c th vit li th tiu nh sau:
Mua xe Camry chnh hng, gi gc | Toyota Thanh Xun
5. To ra 2 phin bn ca cng 1 trang web, mt cho Google, mt cho ngi dng

Trc y li ny rt ph bin. C th l ngi ch website s to ra 2 ni dung cho mt trang web,
mt ni dung cho Google, mt ni dung cho ngi dng. Phin bn cho Google s l phin bn c
ti u t kha (v d nhi nht t kha), trong khi phin bn cho ngi dng n gin hn, ni dung
tt hn, mang li tri nghim tt hn. Vic ny vi phm quy nh ca Google v nu b pht hin, bn
chc chn s b pht.
6. Cc li khc
Mt k thut khc cng li thi l n ch. Vic ny c th thc hin bng nhiu cch. K thut
u tin, rt n gin l nhng ni dung nhi nht t kha vo khu vc di cng ca trang web. V l
vn bn nhi nht t kha nn ngi c s khng thch, tuy nhin do c t pha di cng ca
trang web nn ngi dng s him khi nhn thy. Vic ny gi y khng mang li kt qu v Google
hiu r cu trc ca mt trang web cng nh hnh vi ngi dng. Google bit rng nhng on vn
37

bn phn cui trang thc ra ch nhm mc ch SEO, nng cao th hng v do khng quan tm
nhiu n nhng on vn bn ny. Vi Google, phn ni dung gi tr nht l phn m ngi dng nhn
thy u tin khi h mi ti website ca bn. l phn ni dung m h nhn thy ngay lp tc m
khng phi cun trang web.
Mt k thut khc cng tng c dng n ch l lm cho mu ch trng vi mu nn (v d
ch trng trn nn trng). Google khng gp kh khn g pht hin th thut ny v nu vi phm bn
s b pht.
Ti liu tham kho:
10 sai lm ph bin ca SEOer:

o http://vietmoz.net/kien-thuc-seo/10-sai-lam-pho-bien-nhat-cua-dan-SEO-213/
38
Bi 5: Cu hi kim tra kin thc

K tn 6 thnh phn ca trang web m bn nn chn t kha
Title, th m t, heading, nh, ni dung bi vit, a ch URL
Vi Headline bn nn dng th heading no?
Th <h1></h1>
Lit k 2 thnh phn ca nh m bn nn chn t kha
Tn nh, th m t nh, vn bn xung quanh nh, li ch thch ca nh
Ti liu tham kho
Ti u trang web mt cch hon ho: http://vietmoz.net/kien-thuc-co-ban/Toi-uu-hoa-trangweb-mot-cach-hoan-hao-102/
39
CHNG
Cc yu t k thut trong SEO

Bi 1
: V sao phi nghin cu cc yu t k thut trong SEO?
Bi 2
: D qut v lu d liu
Bi 3
: M trng thi HTTP l g? Chng c dng khi no?
Bi 4
: ng dn URL Cu trc v cch ti u
Bi 5
: Trng lp ni dung v cch khc phc
Bi 6
: Tc site Tm quan trng v cch ti u
Bi 7
: Sitemap v RSS Feeds Tm quan trng v ti sao?
Bi 8
: Nhng li thng gp
Bi 9
: Nhng tool cn bit
Bi 10 : Cu hi kim tra
40
Bi 1: V sao phi nghin cu cc yu t k thut trong SEO

Mt cch l tng, cc my tm kim c th tm ra v hiu mi loi ni dung bt k u trn th
gii web v tr v nhng kt qu lin quan nht n cm t tm kim ca bn. Tuy nhin, xy dng
website l mt qu trnh phc tp v khng trnh khi nhng thiu st. Mt vi li thm ch c th
khin my tm kim khng tm ra c website ca bn, hoc khin n khng th c th hng tt.
tr thnh mt ngi lm SEO gii, bn cn phi bit cch hot ng ca my tm kim, cch n
tm ra ni dung mi, cch n hiu v xp hng trang web ca bn. iu ny s gip bn nng cao cht
lng website hin c v trnh mc phi nhng li m mi ngi thng hay mc phi.
Ti liu tham kho:
C ch hot ng ca Google Spider: http://tutorial.vietmoz.net/co-che-hoat-dong-cua-congcu-tim-kiem/
Bi 2: D qut v lu d liu
D qut
S website XML
Lu d liu
Nhng ro anarn i vi vic d qut v lu d liu
JavaScript
Flash
Frames
41
Cookies
Emulating Googlebot
Nhng loi ni dung khc

o
Hnh nh
File PDF
File Microsoft Office
Kim tra vic lu d liu
iu khin hot ng ca b tm kim
La chn loi th mc
S dng file Robots.txt
S dng Meta Robots
1.D qut
Cc my tm kim tm thy ni dung nh nhng ch robots (cn c gi l con b tm kim, tn
ting anh l "bots," "spiders," hoc "crawlers") lin tc gh thm cc website. Chng ng thi ln theo
ng link trn cc website tm ra cc website mi. Nhng ng link ny c th l link ni b,
hoc link tr ra ngoi. Nh b tm kim c th khm ph tt c cc ni dung trn trang web , cng
nh ni dung ca cc website khc.
V vy, h thng link ni b ca bn cn phi c thit k ti u sao cho my tm kim c th tm
ra mi ni dung quan trng trn website ca bn. Hnh ng i theo nhng ng link khm ph ra
ni dung mi c gi l D qut.
2.S website XML

Mt cch khc gip my tm kim khm ph ni dung mi l thng qua s website XML, l
danh sch cc a ch URL ca cc trang web. Mi website c mt hoc nhiu sitemap XML. Cc my
tm kim s ly ra sitemap ny v s dng n khm ph ra ni dung mi.
Trong khi, s website XML gip my tm kim d dng khm ph website ca bn, n khng
gip tng th hng cho website ca bn. N n gin ch gip b tm kim tm ra ni dung ca bn d
dng hn m thi.
3. Lu d liu
Khi b tm kim tm ra mt trang web, n c ng thi lu cc ni dung cng vi a ch URL
ca trang web vo h thng my ch ca mnh. Qu trnh lu tr d liu ny cn c gi l indexing.
Vic Google index mt trang, cng ging nh vic chng ta m mt quyn sch hay mt tp ch,
photocopy mt bi bo no , ri t bn sao vo mt file c cng ch vi bi bo, ni bn c
th tm li n bt c khi no cn n.
4. Cc cng ngh gy kh khn cho my tm kim
42

Nh cc bn bit, cng ngh mi gip tng cht lng website, gip website thn thin hn, hp
dn hn vi ngi dng. Tuy nhin, chng cng gy ra nhng kh khn nht nh vi my tm kim.
c th l cc cng ngh di y:
a) JavaScript
JavaScript l ngn ng kch bn ca Web. Tt c cc trang web hin i u s dng JavaScript
nhm tng thm chc nng cho trang Web, v d: kim tra d liu u vo, giao tip vi my ch web
My tm kim khng th c c file JavaScript. iu ny c ngha nu ni dung nm trong
JavaScript, n s v hnh trc my tm kim. Tng t nh vy, Google cng khng th c c cc
lin kt nm nu chng nm trong JavaScript. iu ny c ngha nu bn s dng JavaScript cho thanh
iu hng chnh, ton b cu trc site s tr nn v hnh trc my tm kim.
Kh nng ca Google c ci thin nhiu trong vic d qut file JavaScript, nhng vn cha
t n mc hon ho. Trong khi Google ang c gng ngy m hon thin mnh tng kh nng
c hiu JavaScript, bn khng nn ph thuc vo iu ny. Bn cn m bo nhng ni dung quan
trng nht ca mnh u nm trong code HTML.
b) Flash
Google thng bo rng: N c th hiu file Flash nh dng .swf tt hn trc y, trong khi
vn cha kh nng c hiu file Flash Video. Tuy Google c th c c ni dung Flash, n
vn gp kh khn trong vic rt ra chnh ca mt file Flash t nhng hnh nh ring l. l do:
Flash l phim.
V nhng l do ny, bn nn trnh s dng Flash bt c khi no c th. Flash c th lm cho website
ca bn hp dn hn, sinh ng hn nhng bn ch nn s dng hn ch. Thm Flash vo website cng
ging nh cho thm ht tiu vo bt cho. N c th lm bt cho ca bn ngon hn, v thm hn nu
bn s dng va phi. Nhng chc chn bn khng mun n mt bt cho qu cay, qu nng. Tng
t vy, Flash khin cho website ca bn th v hn, nhng bn chc chn khng nn lm mt website
hon ton bng Flash, hoc c qu nhiu ni dung Flash.
Vi s ra i v pht trin mnh m ca HTML5, bn cng c t l do s dng Flash, v
HTML5 c y chc nng ca Flash.
c) Frames
Nu trang web ca bn c cha th <frame> hoc <iframe>, cc my tm kim cng s khng th
c c ni dung trong cc th ny.
V d nu trang web: webcuaban.com/du-lich.html s dng mt iframe hin th ni dung ly t
trang web: webkhac.com/du-lich.html, tt c nhng ni dung trong frame ny s khng c s
dng trong cng thc tnh ton th hng ca Google. Do , nhng ni dung ny ch c gi tr vi
ngi dng, khng c gi tr g vi my tm kim.
d) Cookies
Cookies l mt file lu d liu v lch s s dng Internet ca ngi dng. V d, mt cookie c
th c mt website s dng ghi nh thng tin v bn, do vy website c th bit bn l mt
ngi truy cp hon ton mi hay l mt ngi tng truy cp trc kia.
43

Nh c cookies, giao din website c th thay i t ng theo ngi truy cp. V d, nu bn
tng mua hng trn mt trang thng mi in t, v bn la chn thay th ng tin thanh ton
mc nh t USD sang VN, thng tin ny s c lu tr trong file cookies. Ln sau khi bn li
gh thm website , n s t ng la chn ng tin mc nh l VN thay v USD nh nhng
ngi khc. Vic ny s trnh cho bn mt cng phi la chn li.
Thc t l cookie c th nh hng n cng vic d qut website ca b tm kim. Website khng
th to cookies cho b tm kim ging nh lm cho ngi dng. V d vi trng hp trn, b
tm kim s ch thy duy nht ng tin mc nh trong khi khng thy tt c nhng ng tin cn
li.
V l do ny, bn khng nn ph thuc vo cookies. Website ca bn nn c thit k m bo
tt c cc ni dung u sn sng m khng cn n cookies. iu ny s cho php my tm kim
c th d qut v lu tr tt c d liu ca bn.
5. Xem website di con mt b tm kim

Nu bn mun bit trang web ca mnh trng nh th no di mt my tm kim, bn c th thc
hin bng 1 trong 2 cch di y
I.
S dng Google Webmaster Tools

Trc khi s dng cng c ny, bn cn khai bo v chng minh mnh l ch ca website ny
vi Google Webmaster Tools.
1. Trn trang ch Webmaster Tools, ng nhp vo ti khon Google ca bn, click vo website
bn mun kim tra
2. Trn Dashboard (l thanh menu nm bn tri mn hnh), Click vo Crawl (D qut), chn
Fetch as Google trong menu s xung
3. Trong hp thoi pha trn cng, g vo ng dn n trang web m bn mun kim tra
4. Trong danh sch s xung, la chn loi fetch m bn mun. xem website trng th no
di mt ca Googlebot, chn Web.
5. Click Fetch.
Mt khi googlebot hon thnh vic fetch trang web ca bn, bn s nhn c mt ng
link success m bn c th truy cp xem website di con mt ca Google.
Bn cnh , Google cn cung cp cho bn m trng thi cng nh code HTML m Googlebot
nhn c
II. Truy cp vo trang web: http://www.seo-browser.com/
V g vo a ch trang web bn cn kim tra
6. Nhng loi ni dung khc
44

Ngoi file HTML, trn website bn cn tm thy nhiu nh dng file khc. Di y l nhng nh
dng ph bin nht v cch ti u chng:
Hnh nh:
Cc my tm kim c th nhn ra hnh nh nhng khng th hiu hay xem hnh nh nh con
ngi. hiu hnh nh, n s da vo:
1. Th m t nh v tn nh
2. Ch thch nh v ni dung xung quanh nh
3. Cc lin kt tr n nh
Do , bn cn m bo tt c nhng thng tin ny chun v cha t kha chnh cng cc t kha
lin quan.
File PDF
My tm kim c th d qut v lu tr file PDF. Tuy nhin, v file PDF c chc nng kh ngho
nn v khng p nh mt trang web nn c th bn khng mun ngi dng tm n cc file ny.
Bn mun s dng cc phin bn HTML thay th cho cc phin bn PDF.
Bn c 2 gii php. Bn c th ngn chn my tm kim, khng cho n truy nhp, v t ngn
chn file pdf ny xut hin trn bng kt qu tm kim. Vic ny c th thc hin bng cch t cc
file PDF vo trong mt th mc (nh: /assets/) v khng cho b tm kim truy cp vo th mc ny
thng qua file robots.txt (bn s tm hiu k hn trong bi tip theo).
Nhc im ca cch lm ny l: Bn khng th tn dng c gi tr cc link tr n cc file pdf
ny.
Gii php th 2 cng l gii php tt hn l chn tag canonical tr ti phin bn HTML ca file
PDF ny. Vic ny m bo file pdf ny cng khng xut hin trong bng kt qu tm kim trong
khi gi tr ca cc link tr n file PDF ny s khng b mt i m s c chuyn sang phin bn
HTML.
Ch : Cch ny ch p dng vi Google.
Ti liu Microsoft Office
My tm kim c th c v lu tr nhng file dng ny. Nh bn bit, nhng file ny khng
cung cp y chc nng cho mt trang web nn chc chn ngi dng khng thch chng. Bn
c th khc phc bng cch chn ni dung dng file robots.txt hoc chn th canonical tr n phin
bn HTTP.
7. iu khin hot ng ca b tm kim

Khi b tm kim tm n website ca bn, bn c quyn iu khin hot ng ca chng. Trn
website ca bn c nhng ni dung cha y hoc ni dung ring t m bn khng mun ngi
khc bit n. Bn c th chn khng cho b tm kim tm n nhng ni dung ny.
C 2 cng c c th gip bn lm iu ny:
45

1. File Robots.txt: Cn c t trong th mc gc pht huy tc dng, dung chn b tm kim
khng cho chng truy cp vo mt hoc nhiu trang web no .
2. Th Meta Robots: t trong phn head ca 1 trang web v iu khin cch b tm kim tng
tc vi ni dung cng nh cch hin th trang web trn kt qu tm kim
Di y l nhng u, nhc im ca 2 phng php k trn.
Robots.txt
Meta Robots
Ngn chn d qut
Khng
Ngn chn lu d
liu
Ngn hin th URL

ln kt qu tm kim
Khng
G b ni dng khi
c s d liu ca
Google
Khng
u im
p dng vi c th mc
Khng cn quyn truy cp vo th mc gc
Cc loi lnh
Robots.txt:
S dng file robots.txt iu khin truy cp vo cc files v cc th mc trong website ca bn.
File ny hot ng ging nh mt bin bo giao thng. N bo vi Googlebot v cc con b tm kim
khc nhng file v th mc trn website ca bn m khng c d qut.
s dng file robots.txt, bn phi c quyn truy cp vo th mc gc ca website. Nu bn khng
th truy cp vo th mc gc, bn cng c th iu khin truy cp ca b tm kim bng cch s dng
th meta robots trn tng trang ring l.
Tuy nhin, hy nh rng, k c khi bn s dng file robots.txt chn b tm kim truy cp vo ni
dung ca bn, Google vn c th khm ph ra ni dung ca bn v a n vo bng kt qu tm kim
nh nhng cch khc. V d, thng qua ng link m cc trang web khc tr n trang web . Kt
qu l, a ch URL ca cc trang web cng nh vn bn neo ca cc lien kt tr n cc trang web ny
c th xut hin trong bng kt qu tm kim. Thm vo , trong khi b tm kim ca cc cng c tm
kim ln u tn trng ch dn trong file robots.txt, mt vi b tm kim khc th khng. V file robots.txt
ch l bng ch dn, nn nhng ngi c mc ch xu hon ton c th b qua chng v vn d qut
46

ni dung website nh thng. V l do ny, theo chng ti cch an ton nht l t password bo v
cho cc file hoc th mc ny
Bn nn s dng file ny khi mun ngn b tm kim d qut mt trang web hoc ton b website.
V do , trang web cng khng b lu vo c s d liu ca my tm kim. Nhng bn khng th s
dng phng php ny g b trang web khi CSDL ca my tm kim khi n c lu vo t
trc. File Robots.txt c th ngn chn truy cp n c mt th mc hoc n mt trang web c th.
Cch ny cng hay c s dng ngn chn b tm kim truy cp vo cc file khng thuc nh
dng HTML nh hnh nh, file PDFs, file Microsoft Office
Meta robots
Chn thuc tnh noindex vo th meta robots ngn chn ni dung xut hin trn bng kt qu
tm kim.
Khi b tm kim nhn thy thuc tnh noindex trn mt trang web, Google b qua trang web
khng a n ln bng kt qu tm kim, k c khi c cc trang web khc tr link ti n. Cn nu ni
dung tn ti trong CSDL ca Google, h s g b hon ton nhng ni dung ny. Ch , vi cc
my tm kim khc khng phi l Google, tc dng ca th meta ny s c khc bit
Lu , v Google phi d qut trang web ca bn th mi bit c trong c th meta robots
khng v ni dung ca n c th nh th no, c th xy ra trng hp l bn ci t thuc tnh
noindex trong th meta robots nhng trang web vn xut hin trong bng kt qu tm kim. iu ny l
do b tm kim cha quay li d qut trang web ca bn k t khi bn cp nht ni dung th meta robots.
Cch to file Robots.txt
File robots.txt nm trong th mc gc website hoc trong subdomain.
Khi vit file robots.txt, vic u tin l xc nh r n s nhm ti loi b tm kim no? Hay loi
b tm kim no s phi tun theo ch dn trong file ny. c th l Googlebot (ca Google), hoc b
ca nhng cng c tm kim khc.
Sau khi bit r mc tiu, vic tip theo l xc nh nhng ni no trn website m b tm kim
khng c cho n. Vic ny thc hin bng cch lit k tt c nhng th mc, nhng trang web m
con b khng c truy cp vo.
Bn cnh , trong file ny bn cng nn ch r v tr ca s website XML, my tm kim c
th d dng tm ti n, t n d dng d qut ton b website ca bn.
Di y l v d ca 1 file robots.txt:
user-agent: * (C th l googlebot, Bingbot, Baiduspider)
Disallow: /register.html
Disallow: /assets/
Disallow: /category/
Sitemap: http://vietmoz.net/Sitemap.xml
47

Cch s dng th Meta Robots
Bn chn th meta robots vo trong phn <head> (l phn m u ca mi trang web). Di y l v
d v mt th meta robots
<meta name="robots" content="COMMAND">
Di y l danh sch cc cu lnh thng c s dng trong th meta robots
1. index Trang ny cn c index. Mc nh mi trang web u c index, nn cu lnh ny
l khng cn thit.
2. noindex Khng index trang ny, hoc g b n khi CSDL nu n c index
3. follow Khuyn khch my tm kim i theo tt c links trn trang ny, Mc nh my tm
kim lm vic ny, nn cu lnh ny khng cn thit
4. nofollow Khng khuyn khch my tm kim i theo bt k links no trn trang ny
5. noarchive Yu cu my tm kim khng c show bn cache ca trang web trn bng kt
qu. Cu lnh ny rt t khi c s dng
6. nosnippet Yu cu my tm kim khng c hin th thng tin miu t v trang trn bng
kt qu
Di y l v d v mt th meta robots
<meta name="robots" content="noindex,follow">
Bi tp:
S dng ton t site tm kim tt c nhng trang web c index ca 1 website m bn

quan tm
Th nhn mt trang web bng kh nng ca my tm kim Truy cp vo website

http://www.seo-browser.com/. p dng vi mt trang Flash v xem bn thy nhng g?
48
Bi 3: M trng thi HTTP l g? Chng c dng khi no?

Trong bi ny, chng ta s hc v:
Nhng m trng thi thng gp nht
Lm th no bit m trng thi ca trang web ca bn
Ti liu
M trng thi chnh l bin bo bo cho b tm kim bit trang web c phc v n hay khng? Khi
Googlebot, Bingbot hoc cc my tm kim khc truy cp vo website, my ch web s tr v mt s
thng tin, trong c m trng thi. Thng tin ny cho b tm kim bit n c th tip tc truy cp vo
website hay khng, nu c th x l ni dung trn website nh th no.
Nhng m trng thi ph bin nht:
1. 200. Mi th u n, b tm kim c th d qut v lu ni dung trang web.
2. 301. Trang web c di chuyn vnh vin ti v tr mi. B tm kim cng nh ngi dng
s c a ti trang web mi. Gi tr ca cc link m hin thi tr v trang web c cng s t
ng chuyn sang cho trang web mi. iu ny s rt c li cho th hng cho trang web mi.
3. 302. Trang web c di chuyn tm thi n v tr mi. B tm kim cng nh ngi dng s
c a ti trang web mi. My tm kim khng cn g b trang web ny khi CSDL, ng
thi gi tr ca link vn c dnh cho trang web c.
4. 404. Trang khng c, khng cn tn ti hoc khng th truy cp. My tm kim s xa trang
web khi CSDL v ngi dng s nhn c mt trang 404 nu truy cp vo trang web ny.
5. 500. C li my ch, c b tm kim v ngi dng u khng th truy cp vo trang web.
6. 503. Trang web tm thi khng phc v. Ngi dng v b tm kim nn quay li sau. M 503
rt hay c dng trong giai on bo tr website.
Lm th no bit m trng thi ca website ca bn?

S dng cng c t cc trang web sau:
1. http://www.seoconsultants.com/tools/check-server-headers-tool/
2. Ci t Web Developer Toolbar ln Firefox - http://vietmoz.net/cong-cu-seo/Video-huongdan-cai-dat-SeoQuake-Web-developer-56/
kim tra m trng thi ca tt c cc trang trn website ca bn, s dng cc cng c di y
1. Screaming Frog (c min ph v tr tin)
49
2. Xenu Link Sleuth

Theo kinh nghim ca chng ti, bn nn s dng Screaming Frog. V y l mt phn mm m
bn c th ci t v my tnh, nh, min ph v rt hu ch. Ngoi m trng thi bn cn nhn c
nhiu thng tin gi tr khc v website ca mnh.
Ti liu hu ch:
M trng thi HTTP :http://vietmoz.net/kien-thuc-co-ban/Ma-trang-thai-HTTP-HTTPStatus-Codes-31/
50
51

Nu
bn
mun
tm
hiu
su
hn
v
http://www.w3.org/Protocols/rfc2616/rfc2616-sec10.html
trng
thi,
truy
cp:
Bi tp:
S dng cng c SEO xem m trng thi ca http://vnexpress.net. M trng thi ny c g

khc vi http://www.vnexpress.net
M trng thi 302 c s dng khi no?
52
Bi 4: ng dn URL Cu trc v cch ti u

Cu trc ca a ch URL
Subdomains Tn min con, tn min ph
Cch ti u a ch URL
Other Considerations
o
SEO-friendly parameters
Controlling Indexed Parameters
Website ca bn gi l chun SEO khi mt ni dung ch c th tm thy trn duy nht mt a ch

URL. Vic ny s ngn chn trng hp trng lp ni dung, iu s lm gim gi tr ni dung cng nh
nhng ng link trn website ca bn.
1. Cu trc
Mi ng dn URL u bao gm t nht 4 phn
1. Giao thc, v d http, https
2. Tn min ph hay cn gi l subdomain, v d : www
3. Tn min (domain)
4. Tn min cp cao nht (Top Level Domain (TLD)): .com, .org, etc
Ngoi ra cn c nhng thnh phn khc nh tn th mc, tn file
2. Subdomains
Subdomain l tn min ph hoc tn min con v l mt b phn ca mt domain ln hn. V
d trong cc ng dn url nh: http://mp3.zing.vn, http://news.zing.vn, http://tv.zing.vn l subdomain
ca tn min zing.vn, v zing.vn n lt mnh li l tn min con ca tn min cp cao nht .vn
Bn cn nh rng, vi my tm kim subdomain l mt website khc v c lp vi website chnh.
V do , subdomain s khng c hng li lc g t uy tn ca domain chnh.
3. Cch ti u
ng dn URL c nh hng n th hng website. c th hng tt, a ch URL ca bn:
1. Phi duy nht
2. Cng ngn cng tt
3. C cha t kha
4. Cc t trong URL nn c phn cch vi nhau bi du gch ni:
53

1. Du gch ni v d: http://vietmoz.net/tin-tuc-seo/So-luong-1-khong-anh-huong-truc-tiep-den-thuhang-trang-web-219/
Bn nn u tin s dng du gch ni. tm hiu su hn v cch ti u URL, bn c th tham
kho bi vit di y: http://vietmoz.net/kien-thuc-co-ban/URL-Lien-ket-48/
4. Cc tham s khc trong URL

Thnh thong bn thy c du # trong a ch URL. V d:
http://vietmoz.edu.vn/co-so-vat-chat/#ban-do
Du thng ny c s dng khi bn mun a ngi dng n mt v tr c th trn trang web nh
phn u, phn cui, hoc phn gia
54
Bi 5: Trng lp ni dung v cch khc phc

Trong bi ny, chng ta s c hc v
Homepage Canonicalization
Gii php Canonicalization
Camel Casing
Subdomains, HTTPS v Relative Linking
Mirrored Sites
International Sites
Tag/Category Pages
Phin bn in
Mobile
Tham s URL
Cc trang tm kim
S phn trang
Tn sn phm tng t
Chia ni dung theo khu vc a l
55

Trng lp ni dung l iu thng gp cc website.Trng lp ni dung xy ra khi 2 trang web
khc nhau c ni dung ging nhau. Thng thng, trng lp ni dung l do v tnh v gy ra bi h
thng qun tr ni dung (CMS) hoc my ch hosting. Tuy vy, cng c nhng trng hp ngi ch
web c tnh to ra nhng ni dung trng lp v iu ny s nh hng xu n th hng website ca
h.
iu bn cn bit l my tm kim khng pht bn do trng lp ni dung. Tr phi phn ln ni dung
ca bn b trng lp mt cch c ch , mt vi trang web trng lp s khng khin bn b pht bi my
tm kim. Tuy nhin, n c th lm gim lu lng truy cp n trang web ca bn v my tm kim
buc phi la chn trang web no ph hp nht vi ni dung tm kim trong s nhiu trang web ca
bn. Di y l nhng trng hp trng lp ni dung hay gp nht v cch khc phc.
Trng lp trang ch
y l loi trng lp ni dung m rt nhiu website mc phi. l khi trang ch ca bn c th
truy cp t nhiu hn mt a ch URL
1. domain.com
2. www.domain.com
3. domain.com/index.html
4. www.domain.com/index.html
Vi my tm kim, mi a ch URL l mt trang web ring bit. Nu website bn xy ra tnh trng
ny, v bn cha nhn ra n hoc cha bit cch x l n (v d redirect 3 trang v 1 trang chnh duy
nht)my tm kim s khng bit nn show a ch no trong bng kt qu tm kim. T , sc mnh
trang ch ca bn s b gim i.
Gii php
C vi cch gip bn x l tnh hung ny.
Cch 1 l thit lp redirect server hosting m bo s ch c mt trang ch duy nht c tr
v. Cch cu hnh c th cn ph thuc vo loi server bn s dng. Lin h nh cung cp dch v
hosting ca bn c cu tr li tha ng.
Cch 2 l thit lp a ch u tin trong Google Webmaster Tools.
Subdomains, HTTPS v Relative Linking

Vic s dng subdomains ni chung khng c khuyn khch v khng thn thin trong SEO. Tuy
nhin, i khi bt buc phi c v yu cu hot ng ca doanh nghip. Mt trong nhng vn m
subdomain c th gy ra l vic trng lp ni dung.
Cc trng hp gy ra trng lp ni dung:
S dng lin kt tng i cng vi subdomain. Hu qu: Trng lp gia subdomain v domain
chnh
S dng lin kt tng i cng vi https. Hu qu : Trng lp gia phin bn http v https
56

Gii php
Khi xy dng cc lin kt ni b, ch s dng ng dn tng i thay v ng dn tuyt i.
Ngoi ra bn c th s dng canonical t tr v mnh. Cch lm ny t nht l hiu qu vi
Google. N khng ch c tc dng ngn nga trng lp ni dung m cn c tc dng ngn nga trng
hp ton b website b copy mang i ni khc m khng c t link tr v bn gc.
Trang Tag/Th mc
Vi cc blog, vic s dng tag v category c th gy ra trng lp ni dung khi mt trang tag/category
c ni dung ging vi mt/nhiu trang tag/category khc.
V du, bn vit blog, v c 3 bi v ch lm ni dung nh di y:
Tn bi: Lm th no ngn chn trng lp ni dung

o
Tags: trng lp ni dung, seo, cch lm, b kip
Category: SEO, Cch lm, Ni dung
Tn bi: Bn khng b pht nu ni dung ca bn b trng lp

o
Tags: ni dung trng lp, hnh pht, seo
Category: SEO, Ni dung
57
58
Tn bi: Lm th no vit c mt ni dung tt

o
Tags: ni dung, cch lm, b kp, sng to
Category: SEO, Ni dung, Cch lm
Bn c th thy s trng lp ni dung ca cc trang tag v category qua bng di y
Lm th no ngn
chn trng lp ni dung
Bn khng b pht nu ni
dung ca bn b trng lp
Tag: trng lp
ni dung
Tag: seo
Tag: cch lm
Tag: b kp
Tag: hnh pht
Lm th no vit
c mt ni
Tag: ni dung
Tag: sng to
Category: SEO
Category: Cch
lm
Category:
dung
Ni
Gii php
Gii php ph thuc vo cch bn s dng tags v categories cng nh s lng tags v categories
bn s dng cho mi bi vit. Nu bn s dng t categories v nhiu tags (ging nh phn ln mi
ngi), s dng noindex, nofollow cho tt c cc trang tag. Trang categories c th gip ni dung ca
bn c index y . Ngc li, nu bn s dng nhiu categories v t tags, s dng noindex v
nofollow cho tt c cc trang categories.

Tm li, bn mun b tm kim c th tm thy v c hiu ni dung ca bn v bn cng mun
ngi dng c th d dng tm ra ni dung ca bn theo tng ch m h tm kim. Nhng bn cng
khng mun c trng lp ni dung. Nu bn khng p dng nhng hng dn trn, iu ny s xy
ra vi 2 trang web sau:
http://www.domain.com/blog/tag/seo and http://www.domain.com/blog/seo.
Phin bn dnh cho my in

y l tnh hung trng lp ni dung kh ph bin nhng t ngi . Chc nng in s to ra mt
a ch URL mi c ni dung gn ging vi trang web chnh.
V d:
1. www.domain.com/trang-1
2. www.domain.com/trang-1/print
Gii php
Gii php n gin nht l t th rel=canonical vo trang dnh cho vic in v tr n v trang chnh.
Nu bn s dng tham s phn bit trang in vi trang thng, bn c th t th rel=canonical trn
trang chnh v tr v chnh n. Gi y, tt c nhng phin bn khc ca trang chnh s t ng tr v
trang chnh, trong bao gm c cc phin bn in n. Kt qu l www.domain.com/trang-1/id=print s
c mt th rel=canonical tr v trang chnh www.domain.com/trang-1.
Th rel=canonical l mt phn ca header ca mi trang web, ni bn tm thy th tiu v th m t.
V d:
<link rel="canonical" href="http://www.seomoz.org/blog" />
Cc trang web c th ny s c b tm kim i x nh l bn sao ca trang web
www.seomoz.org/blog. T y, b tm kim c th bit u l phin bn chnh v phin bn copy.
Di ng
iu tng t cng c th xy ra vi phin bn mobile ca trang web (phin bn dnh cho cc thit
b di ng nh smartphone, my tnh bng). Nu ni dung ging nhau trong khi a ch URL khc nhau,
my tm kim s bi ri khng bit u l a ch tt nht cung cp cho ngi dng.
1. www.domain.com/page.html
2. m.domain.com/page.html
3. www.domain.com/m/page.html
2 trang web cui c ni dung ging nhau, cng phc v cho cc thit b di ng nhng li tn ti trn 2
a ch URL khc nhau.
59

Gii php
C nhiu gii php, v bn c th la chn ci no ph hp nht vi ti nguyn ca mnh. Gii php
hon ho nht l s dng duy nht mt a ch URL, v tn dng tnh nng t ng pht hin trnh duyt
(browser identifiers) tr v nhng phin bn web khc nhau vi cc phong cch CSS khc nhau, ty
thuc vo thit b ca ngi dng.
Theo Wiki, CSS l mt loi code, quy nh cch trnh by cc ti liu vit bng ngn ng HTML v
XHTML.
Nu khng th lm c theo hng ny, bn chc chn nn s dng th rel=canonical tr t trang dnh
cho mobile v trang chnh. m bo pht hin trnh duyt chun xc nu ngi dng s dng laptop
hoc my bn truy cp vo a ch URL cho thit b di ng, h s c chuyn hng sang a ch
URL chnh.
Cc trang tm kim
Nhiu khi ngi dng mun tm kim trn website ca bn. V d tm kim tt c nhng cun sch c
ch Thuyt trnh trn website Bn sch online ca bn. Trang kt qu tr v c th ging vi
trang kt qu khi h tm kim theo ch Trnh by. iu ny s gy ra s trng lp ni dung. Ngoi
ra, kt qu tm kim cng c th ging vi trang th mc Trnh by. Th tm kim trn mediamart.vn
vi 2 t kha my xay v my xay sinh t, bn cng s thy nhng kt qu tng t.
Gii php
Gii php l thc hin noindex, follow trong meta robot ca cc trang ny. Hoc s dng robots.txt
yu cu my tm kim khng d qut cc trang ny.
Bi vit hay nn c:
Ni dung trng lp: http://vietmoz.net/kien-thuc-co-ban/Noi-dung-trung-lap-DuplicateContent-17/
60
Bi 6: Tc site Tm quan trng v cch ti u

Trong bi ny chng ta s hc cch
o tc ti trang web
Gii php
L do ln nht bn quan tm n vic tng tc cho trang web l v ngi dng cng nh chng
ta thch nhng trang web ti nhanh. tng lng khch hng, bn cn ch c bit n thi gian ti
trang web ca bn.
Tc site cng nh hng n th hng website ca bn. C th:

1. Tc website cng l mt yu t (d khng qu quan trng) m Google a vo nh gi
th hng trang web. Nu tt c cc yu t khc nh nhau, site ti nhanh hn chc chn c th
hng cao hn. Thng s ny c o lng nh toolbar data, ngha l chng c o lng t
chnh trnh duyt ca ngi dng v t bng thng thc t m ngi dng s dng. Do vy,
nhng website s dng dch v hosting ti M s khng c u th g so vi hosting s dng
dch v ti Vit Nam.
2. Vi cng mt khong thi gian, nu website ca bn ti nhanh hn, ngi dng c th c
nhiu trang web hn, tm hiu nhiu ni dung trn web hn, nhiu kh nng thy c ni dung
a thch hn, t kh nng h share trn mng x hi hoc link n trang web ca bn cng
ln hn.
3. Con b tm kim cng b gii hn thi gian. y thc s l vn vi cc website ln. V vy,
thi gian ti trang cng nhanh, s lng trang web c index cng nhiu.
Lm th no o lng tc ti trang
T kha cnh k thut, c 3 yu t gip xc nh tc ti trang.
1. Thi gian tr li:y l khong thi gian m server cn tr li mt yu cu. Thng s ny
rt d o, nhng khng c nhiu ngha vi ngi dng v b tm kim. Bn c th o lng
thng s ny nh pingdom.
2. Tng thi gian ti trang:Bao gm c thi gian tr li v thi gian ti v ton b trang (bao
gm c hnh nh, javascript). Thng s ny ph thuc rt nhiu vo server v rt c
googlebot quan tm. Bn c th s dng YSlow. o lng thng s ny.
61

3. Tng thi gian c c trang web hon chnh: Bao gm thi gian ti trang v thi gian ti
tt c cc file khc c c trang web hon chnh (V d AJAX). Rt kh xc nh chnh
xc thng s ny v n ph thuc nhiu vo my tnh v trnh duyt ca ngi dng, nhng vi
ngi dng y li l yu t quan trng nht. Trong s cc cng c hin nay, ch c Google
Analytics lm vic ny hiu qu nht. Tham kho bi vit sau bit cch s dng cng c ny
tracks page load speed bydefault.
D liu
Cc website ln thc hin nhiu cng trnh nghin cu v nh hng ca tc ti trang n doanh
thu ca h.
1. Amazon nhn ra rng c thm 100ms, h s mt 1% doanh thu
2. Google nhn ra rng: c thm 0.5s vo thi gian tr v bng kt qu, lu lng truy cp li
gim i 20%
Lm g rt ngn thi gian ti trang
Bn cn ngi li vi i code v ngi qun tr h thng tm ra cch tng tc ti trang.
Ni ngn gn, bn cn ci thin 3 yu t sau:
1. Nu thi gian tr li chm, hoc thi gian ti v cc yu t tnh ca trang web chm. Hy nng
cp server, cho php caching hoc s dng mng phn phi ni dung.
2. Nu thi gian ti cc yu t tnh ca trang chm gii quyt bng cch ti u code hoc cho
php caching nhiu hn na.
3. Tc ti ton b trang chm: iu ny thng xy ra vi nhng trang web phc tp, c nhiu
thnh phn. Bn ti u bng cch ti u code hoc hp nht cc thnh phn bn ngoi.
Bn chc chn khng nn b qua cng c o lng tc v tnh im ca Google pagespeed xc
nh im yu ca mnh cng nh cch khc phc.
Bi tp:
S dng pagespeed phn tch thi gian ti ca 1 website
So snh pagespeed ca 2 website ang cnh tranh nhau trn bng xp hng. Tm xem c s lin
quan no gia tc ti trang v th hng website khng?
62
Bi 7: Sitemap v RSS Feeds Tm quan trng v ti sao?

Trong bi ny, chng ta s hc v
XML hoc HTML

o
XML Sitemaps
nh dng
Cch to ra Sitemap
Gi sitemap cho my tm kim
HTML Sitemaps
Nhng iu bn nn trnh
Cch tn dng RSS cho SEO
Sitemaps c cc SEO v ngi qun tr website s dng thng bo cho Google v cu trc site
c th l nhng trang web no hin c trn website ca h.
RSS feeds c s dng thng bo cho ngi c nhng ngi ng k nhn RSS khi website
c ni dung mi.
Bi ny s gii thiu vi bn 2 loi sitemaps, XML v HTML, v vai tr ca chng. Bn cng s c
bit nhng iu cn trnh khi s dng sitemaps.
Cui cng, chng ti s gii thiu RSS feeds v cch s dng chng cho mc ch SEO cng nh cho
hot ng ca doanh nghip.
XML hay HTML

C 2 loi sitemaps, l:
1. XML
2. HTML
XML Sitemaps
XML sitemaps c xy dng da trn eXtensible Markup Language (XML), hay ngn ng nh du
m rng - Mc ch chnh ca XML l n gin ha vic chia s d liu gia cc h thng khc nhau,
c bit l cc h thng c kt ni vi Internet. tm hiu v XML v cch s dng n, hy gh
thm W3C W3Schools.com tutorials.
XML sitemaps l bn trang web m bn lm ra dnh ring cho my tm kim. y l bn m t
t chc trang web m qua y my tm kim s d dng khm ph website ca bn
nh dng
Tt c cc sitemap XML u bt u vi 2 dng di y, ch r nh dng ca sitemap ny l XML
cho my tm kim khi nhm ln:
63

<?xml version="1.0" encoding="UTF-8"?>
< urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
Tt c cc dng trong sitemap XML u c nh dng nh di y:
< url>
< loc>http://www.domain.com/</loc>
< lastmod>2012-01-01</lastmod>
< changefreq>monthly</changefreq>
< priority>1.0</priority>
</url>
ngha
<loc> (bt buc) Khai bo a ch URL y ca trang, bao gm loi giao thc (http hay https) v
gch cho. a ch ny khng c di qu 2048 k t.
<lastmod> (khng bt buc) Khai bo thi im cp nht gn nht ca trang web. nh dng ngy thng
l Nm-Thng-Ngy.
<changefreq> (khng bt buc). Khai bo tn sut cp nht ni dung ca trang:
Lun lun
Hng gi
Hng ngy
Hng tun
Hng thng
Hng nm
Khng bao gi thay i
y l hng dn dnh cho b tm kim, v hon ton khng nh hng n tn sut index ca b tm
kim.
<priority> (khng bt buc). Khai bo u tin ca trang web so vi cc trang web khc trn website.
Qun tr web s dng thng s ny bo trc cho b tm kim bit trong s tt c cc trang web hin
c trn website, trang web no quan trng hn, trang web no t quan trng hn.
Gi tr thay i t 0.0 n 1.0 vi 1.0 l quan trng nht. Gi tr mc nh (nu bn khng thit lp) l
0.5.
V y l ch s xc nh mc quan trng ca trang web ny so vi trang web khc v ch c ngha
trn website ca bn nn nu bn t mc u tin trn tt c cc trang l 1.0 cng s khng lm nh
hng g n th hng trang web.
64

Sitemaps kt thc vi dng code sau:
</urlset>
Cng c to Sitemap
C nhiu cng c gip to sitemap XML cho website ca bn. 3 cng c ph bin nht l:
1. http://www.xml-sitemaps.com/
2. GsiteCrawler
3. IntelliMapper
XML sitemaps cng c th to bng tay, nhng nu l 1 website ln hoc mt site trung bnh nhng
c cp nht thng xuyn s l mt cng vic bun t, n iu v tn nhiu sc. Do , bn nn
s dng nhng h thng qun tr ni dung hoc nhng nn tng khc c chc nng t ng to sitemap
v pings my tm kim (thng bo cho my tm kim bit website ca bn c ni dung mi hoc va
c cp nht).
Thng bo vi my tm kim
Sau sitemap XML c to ra, n cn c gi n cng c qun tr Website Google Webmaster
Tools v Bing Webmaster Tools. Th tc ny rt n gin. y l nhng g bn cn lm vi Google:
1. ng nhp vo ti khon Google Webmaster Tools ca bn.
2. Tm n phn Sitemap, nh hnh bn:
65
Sau bn c th gi sitemap XML s dng nt bm gc trn bn phi ca mn hnh nh hnh

di y. Sau vi giy, th s hin th cho bn bit bao nhiu a ch URL trong sitemap va gi
c index
Bn nn b sung sitemap vo trong file robots.txt vi dng code nh sau:

Ch l tn sitemap khng nht thit phi l sitemap.xml, v i khi mt website c th c nhiu
sitemap, nh bn s thy di y :
66

Website ln
Nu bn qun tr mt website ln, bn cn bit rng cc my tm kim, c th l Google c gii hn v
kch thc sitemap. Theo this WebmasterWorld Forum post, kch thc ti a ca sitemap l:
1. 50,000 URLs, v
2. 10MB file cha nn
Do , cc website ln thng c nhiu sitemap. ng link n cc sitemap ny c t trong mt
file ring my tm kim tin khm ph v s dng.
Sitemap: http://moz.com/blog-sitemap.xml
Sitemap: http://moz.com/ugc-sitemap.xml
Sitemap: http://moz.com/profiles-sitemap.xml
Sitemap: http://app.wistia.com/sitemaps/2.xml
HTML Sitemaps
HTML Sitemap l mt file cha tt c cc ng dn URL ca mt domain. N c s dng gip
ngi truy cp d dng tm ra ni dung h mun. N cng c s dng ti u h thng link ni b,
iu rt cn thit trong SEO.
Nhng iu cn trnh
Theo cuc phng vn (this interview), vi Duane Forrester ca Bing t thng 09/2011, Bing c th
khng cn tin tng mt sitemap nu c trn 1% ng dn trong c li. Duane ni:
Sitemap ca bn phi sch s. Chng ti ch cho php di 1% tng s ng link c li. Li c th
l mt iu hng, 1 li 404 hoc 500. Nu chng ti nhn thy con s li qu 1%, chng ti s khng
cn tin vo sitemap na.
Nhng li trong sitemap bao gm:
1. Mt URL chuyn hng 301 sang mt URL khc
2. Mt URL c li 404
3. Mt URL c li 500 Server Not Found
kim tra sitemap ca mnh c li khng, bn c th s dng Map Broker. Ti file sitemap ca bn
ln v bn s bit sitemap ca mnh t s im bao nhiu. Hoc bn cng c th s dng Screaming
Frog:
67

RSS feeds: Cch ti u
RSS feeds, vit tt ca Real Simple Syndication, tm dch chia s tin tc Web n gin, thc t. y l
cch chia s ni dung ph bin trn mng Internet. N cho php ngi dng Internet ng k vi mt
website ngay khi web c ni dung mi h s c thng bo thng qua trnh c RSS.
Thng tin m ngi dng nhn c bao gm phn tm lc ni dung trang web v link n phin bn
y ca trang web . Thng tin ny c cung cp di dng mt tp tin XML c gi l 1 RSS
Feed.
Vn chnh vi RSS feed l m bo my tm kim s khng index n, v h tuyn b l khng
thch index nhng ni dung ny. Vic ny c th thc hin nh sau:
1. Thc hin nofollow tt c cc link trn RSS
2. Chn Disallow: */feed vo file robots.txt. Dng lnh ny s loi tr URL ca cc feed
Bi tp:
Tm ra v tr ca sitemap s dng cu lnh sau site:domain.com inurl:sitemap.xml
Tm mt v d v HTML sitemap
68
Bi 8: Nhng li thng gp
Blocking site with robots.txt
Chn site do robots.txt
Chn site do Meta Robots
Li th Canonical
Moving URLs (chuyn hng 301 v trang ch)
Chaining 301 redirects
Moving URLs (302s vs 301s)
URLs khng tnh
Not 404ing invalid pages
Khng c sitemap
V mt k thut c rt nhiu li m mt website c th mc. hc ht v nhng li ny cn mt

thi gian di. Bi hc ny ch gii thiu vi bn nhng li ph bin nht bn c th trnh chng
ngay t u.
1.Chn site do Robots.txt

Vic chn ton b website bng robots.txt d mt cch ng ngc nhin. Nu website ca bn mi
m khng thy xut hin trn bng kt qu tm kim, vic u tin phi lm l kim tra xem trong file
robots.txt (nu c) ca website c cu lnh sau y khng:
Disallow: /
Nu c cu lnh ny th ton b website ca bn b chn. B tm kim khng th gh thm bt k v
tr no trn website ca bn.
2.Chn site do Meta Robots

Bn cng c th chn mt trang web rt d dng nh th meta robots. Nu trang web ca bn mi
khng xut hin trong bng kt qu tm kim hoc bin mt sau mt thi gian xut hin trn bng kt
qu tm kim, kim tra trong th meta robots ca trang web c dng lnh sau y khng?
<meta name=robots content=noindex,nofollow />
3.Li th Canonical
Th canonical bt u c a vo s dng t nm 2009. y l cch m my tm kim s dng
gii quyt cc ni dung trng lp.
Th ny rt c my tm kim coi trng, ch cn s dng sai mt cht c th nh hng nghim trng
n th hng website, hoc ti t hn lm website bin mt hon ton khi bng kt qu tm kim.
69

Li th canonical thng gp l:
1. C nhiu hn mt th canonical trn mt trang web
2. Th canonical ca tt c cc trang u tr v trang ch
Kim tra th canonical bng cch:
1. Xem m ngun ca trang (CTRL+U trong Chrome, CMD+U trn my Mac)
4.iu hng trang ch

Khi to website mi thay th 1 website c, nhiu ngi c thi quen redirect tt c cc trang web
ca website c sang trang ch ca website mi. L mt ngi lm SEO, bn cn khuyn khch hng
khng nn lm nh vy.
Thay vo , redirect ln lt tng trang con trn website c sang tng trang trn website mi. Vic
ny s m bo cc trang con trn website mi s nhn c gi tr link v lu lng t website c.
iu rt hu ch cho th hng ca cc website mi ny.
Chui chuyn hng 301

Chui chuyn hng 301 cng c th lm cho bn mt th hng. Chui chuyn hng l: Mt a
ch URL1 (START) c chuyn hng n URL2 (OLD), sau URL2 ny li c chuyn hng
n URL3 (NEW). Nh hnh minh ha di y:
K thut ng phi l: Vn gi nguyn chuyn hng 301 t OLD sang NEW. Tuy nhin, Start cng
nn c chuyn hng n NEW m bo gi tr ca link khng b mt mt. Tm li, bn nn lm
nh hnh di y:
70

Moving URLs (302s vs 301s)
Khi di chuyn mt website n mt domain mi, hoc 1 a ch URL mi, ngi thit k web i
khi s dng chuyn hng 302 thay v 301. Nh bn bit, 302 c ngha l di chuyn tm thi, cn
301 l Di chuyn vnh vin
Vi chuyn hng 302, site mi s khng nhn c gi tr link t site c (link equity). Th hng
v lu lng truy cp website s tt gim nu bn s dng 302 thay v 301.
Non-static URLs
Non-static URLs (URLs ng), c bit trong trng hp URL s dng tham s phn bit ngi
dng, hoc phin), c th gy ra trn lp ni dung. iu ny rt hay xut hin nhng website ln. Do
, bn nn s dng URL tnh, c nh cho tt c cc trang web bt c khi no c th. Trnh s dng
mi loi tham s.
Nu bn khng th khng s dng tham s, bn nn s dng tag canonical ch ra a ch URL
no bn mun my tm kim index.
Khng c sitemap
Nhiu website cng mc phi li khng c sitemap XML. Bn c hc v cch to v gi
sitemap n my tm kim nn ti khng nhc li y.
2 cch kim tra bit sitemap c tn ti hay khng?
1. Kim tra file robots.txt (t ti http://domain.com/robots.txt)
2. Tm kim trn Google vi cu lnh site:domain.com inurl:sitemap.xml. Nu khng c kt qu tr v,
chng t website khng c sitemap
71
Bi 9: Nhng tool cn bit

Google Chrome (inspect feature)
Firebug
SEObook Toolbar
SEOmoz Toolbar
USER Agent Switcher
Web Developer Toolbar
Ref Control
Screaming Frog
Xenu
Microsoft IIS SEO toolkit
Google Chrome (Inspect Elements)

Trnh duyt ny l cng c c lc trong vic kim tra m ngun ca trang web. s dng, click chut
phi ln trang web (khi bn ang s dng Chrome) v chn Kim tra phn t (inspect element)
Firebug
Chc nng tng t nh tnh nng Kim tra phn t ca Chrome, nhng l mt trnh cm (plugin)
cho FireFox
SEObook Toolbar
y l mt trnh cm FireFox, c rt nhiu chc nng bao gm:
1. Lm ni bt/nh u cc thnh phn trn trang gip bn kim tra nhanh v d dng
2. Xem cache/ngy to cache
3. Xem Page Rank
72

SEOmoz Toolbar
y l trnh cm c th ci trn c FireFox v Chrome cho ban bit im uy tn ca c domain cng
nh tng trang web (domain and page authority), ng thi cho php bn truy cp nhanh n b tool
SEO y ca MOZ. Toolbar cng t ng cung cp cho bn cc thng s v link trn bng kt qu
tm kim.
B chuyn i User Agent

y l trnh cm cho FireFox v Chrome cho php bn t user agent ca bn l Googlebot
y l mt toolbar ci trn FireFox cho php bn bt/tt JavaScript, xem v chnh sa cookies,
bt/tt CSS, hin th/chnh sa thng tin ca cc thnh phn trn trang.
Screaming Frog
y l chng trnh phn mm c chc nng d qut website v bo co d liu v tt c cc trang
d bao gm: m trng thi HTTP, lin kt trn trang, kch thc v tiu trang. Chng trnh c
c phin bn min ph v tr tin.
Xenu
Chng trnh ny tng t nh Screaming Frog nhng t chc nng hn
Microsoft IIS SEO toolkit
Mt cng c d qut khc cung cp nhiu d liu hu ch: v d s lt click n mt trang web.
Bi tp:
Ci t toolbar ca Moz v so snh gi tr DA ca nhng site ng u trn bng kt qu tm

kim cho 1 cm t no
Ci t phin bn min ph ca Screaming Frog v phn tch cc lin kt ngoi (cc lin kt tr
ra cc domain khc) ca mt domain no .
73
Bi 10: Cu hi kim tra

1. Lit k 2 cch chnh m my tm kim s dng tm ra ni dung mi
XML Sitemap
Links
2. Lit k 2 cng ngh Web gy kh khn cho vic d qut v lu d liu ca my tm kim?
Ajax, JavaScript, Flash
3. Lit k 2 cch kim tra xem trn website ca bn c bao nhiu trang c Google index?
Thc hin tm kim trn Google vi cu lnh: Site:domain.com
Gi sitemap ca website ln Google thng qua Google Webmaster Tools. Cng c s cho bn bit bao
nhiu trang web c index
4. File no c t trn th mc gc ca website, c s dng ch cho my tm kim bit n
c th d qut trang web no, v khng c d qut trang web no?
Robots.txt
5. Nu s khc bit gia chuyn hng 301 v 302?
Chuyn hng 301: Chuyn hng vnh vin, rt tt cho SEO, v 90% gi tr ca ton b link (link juice
hay link equity) s c chuyn t trang c sang trang mi => Mang li th hng tt cho trang mi
Chuyn hng 302: Chuyn hng tm thi, khng tt cho SEO => Khng nn dng, v ton b gi tr
ca link s khng c chuyn t trang c sang trang mi.
Ti liu tham kho
Phng php kim tra website chun SEO: http://vietmoz.net/thu-thuat-seo/Phuong-phapkiem-tra-website-chuan-SEO-225/
Ti u ha trang web mt cch hon ho:http://vietmoz.net/kien-thuc-co-ban/Toi-uu-hoatrang-web-mot-cach-hoan-hao-102/
74
CHNG
Interactive robots.txt
Bi 1
: Kin thc c bn
Bi 2
: Chn c th mc
Bi 3
: Cho php mt ng dn c th no
Bi 4
: Chn mt loi b c th
Bi 5
: Add multiple block
Bi 6
: Khai bo User-agent c th
Bi 7
: C bn v k t i din
Bi 8
: Chn tham s
Bi 9
: Chn nh dng ca file
Bi 10 : Ch ra v tr sitemap XML
75
Bi 1: Kin thc c bn
Bn c nhiu cch iu khin hot ng ca b tm kim nh nhng g bn hc c trong
chng trc. Robots.txt l mt file vn bn nm th mc gc ca domain (v d
www.example.com/robots.txt). File ny c s dng rng ri, cho php ngi qun tr web iu khin
truy cp ca mi loi b tm kim.
Kt thc bi hc ny, bn s bit cch:
Cch chn mi loi robots, khng cho chng truy cp vo mt vng no trn website
Cch chn mt loi robot c th
S dng wildcards p dng lut ca bn n ton b website
Cc c php khc nh l sitemap file directives
Robots.txt c s dng ch yu chn robots, khng cho n truy cp vo mt hoc mt vi trang c

th. chn tt c mi loi robot, s dng c php: User-agent: *.
Dng di y s chn tt c cc loi robots khng cho n truy cp vo file secret.html
User-agent: *
Disallow: /secret.html
Bi tp: Thm mt dng khc nhm chn truy cp n trang /secret2.html
p n:
Disallow:
/secret2.html
Bi 2: Chn c th mc
Nu sau tn th mc, bn chn thm du xc trc (trailing slash), v d: Disallow: /private/, ton
b th mc ny s b chn, mi th trong th mc s b chn.
Bi tp: Chnh sa lut di y n chn truy cp ton b th mc tn secret thay v trang secret.html
User-agent: *
Disallow: /secret.html
Tr li:
User-agent: *
Disallow: /secret/
Bi 3: Cho php mt ng dn c th no
Bn cnh vic chn mt trang web c th, vi robots.txt bn c th cho php b tm kim truy cp
mt hoc mt vi trang web c th. Lu rng vic cho php b truy cp l mc nh (nu khi lp web
76

bn khng vit thm lut vo file robots.txt, mc nh b tm kim c th truy nhp tt c cc trang web
trn website ca bn)
Lnh Allow c s dng lm mt hiu lc ca lnh Disallow. V quyn u tin, bn c th
tham kho ti precedence rule. Trong : Lut c th hn (p dng cho a ch URL di hn) s quan
trng hn, c hiu lc hn so vi cc lut khc.
Bi tp: Chn th mc /secret/, nhng cho php truy cp 1 file trong th mc ny /secret/not-secret.html/
User-agent: *
Disallow: /secret/
Tr li:
User-agent: *
Disallow: /secret/
Allow: /secret/not-secret.html/
Bi 4: Chn mt loi b c th
Nhng cu lnh m chng ta va hc s chn mi loi robots. Vic ny thc hin bi cu lnh u
tin User-agent: *. Mun chn ring mt con robot c th, chng ta ch vic thay du * bng tn con
robot .
Bi tp: Thay th du * bng googlebot to ra mt lut m ch p dng vi robot ca Google
User-agent: *
Disallow: /secret/
Tr li:
User-agent: googlebot
Disallow: /secret/
Bi 5: Add multiple block

Trong file robots.txt, bn cng c th chn nhiu cm lnh khc nhau, nhm n cc loi robots
khc nhau. V d di y cho php googlebot truy cp tt c cc file ngoi tr th mc /secret/ v cho
php tt c cc robots khc truy cp ton b site. Lu rng v c nhng cu lnh dnh ring cho
googlebot, Google s ch ch n nhng cu lnh ny m l i hon ton cc cu lnh khc.
Tr li:
Disallow: /secret/
77

Thm lnh chn ton b cc loi b tm kim, khng cho chng truy cp bt k trang web no
trn website. Vic ny s chn tt c cc robot truy cp vo website, trong khi vn cho php googlebot
truy cp tt c cc trang ngoi tr /secret/
User-agent: *
Disallow: /
Disallow: /secret/
Bi 6: Khai bo User-agent c th
Nhiu khi bn mun mt loi b no hot ng c th theo cch bn mun. V d bn mun b
tm kim hnh nh ca Google hot ng khc vi b tm kim chnh ca Google. Bn c th lm iu
ny trong robots.txt, cc con b tm kim s tm xem c cu lnh c th no dnh cho chng khng. V
d, nu c 2 nhm cu lnh, mt dnh cho googlebot ni chung v mt ch dnh ring cho google-bot
hnh nh, khi con b tm kim hnh nh ca google s tun theo nhm cu lnh th 2. Nu khng c
nhm cu lnh no dnh ring cho b tm kim hnh nh, chng s tun theo nhng lnh ca googlebot
ni chung, tc l nhm cu lnh th nht. bit thm v cc loi b tm kim ca Google, hy tham
kho ti other specialist googlebots
Ch rng, mt con b tm kim s ch tun theo mt nhm cu lnh. Nh v d trn, b tm kim
hnh nh khi tun theo nhm cu lnh th 2, th s b qua nhm th nht.
Bi tp: Vit cu lnh ngn chn googlebot-images truy cp vo th mc /secret/
Disallow: /secret/
Chnh sa cu lnh trn chn googlebot-images truy cp vo c 2 th mc /secret/ hoc /copyright/
Tr li:
Disallow: /secret/
User-agent: googlebot-images
Disalow: /copyright/
Disallow: /secret/
Bi 7: C bn v k t i din
K t i din b l i, do vy Disallow: /private* s hon ton ging vi Disallow: /private. Tuy
nhin, k t i din s hu ch khi bn mun theo tc cng lc vi nhiu file c tn tng t nhau.
Du (*) s thay th cho vic khng c k t no, hoc bt k k t no c php (bao gm /, ?...)
V d, vi lnh Disallow: news*.html, tt c nhng file sau s b chn
78
news.html
news1.html
news1234.html
newsy.html
news1234.html?id=1
Nhng nhng file sau s khng b chn:
newshtml (v thiu mt du chm)
News.html (Ch N vit hoa)
/directory/news.html(c thm /directory/)
Bi tp: Chnh sa mu sau y ch chn nhng trang c ui .html trong th mc blog thay v chn
ton b th mc blog.
User-agent: *
Disallow: /blog/
Tr li:
User-agent: *
Disallow: /blog/*.html
Bi 8: Chn tham s
K t i din cng thng c s dng chn mt tham s no . Mt cch lm iu ny
l cu hnh cho h thng ca bn t ng thm vo a ch URL c nhiu hn 4 thnh phn on m
sau y: ?crawl=no. Nu a ch URL c 3 thnh phn, n s l /facet1/facet2/facet3/, khi thnh phn
th 4 c thm vo, n s tr thnh /facet1/facet2/facet3/facet4/?crawl=no.
Nu b tm kim tm thy a ch URL c cha *crawl=no, n s khng truy cp vo trang web na.
Bi tp:
Thm lut Disallow vo file robots.txt chn truy cp vo bt k trang no cha crawl=no
User-agent: *
Disallow: /secret/
Tr li:
User-agent: *
Disallow: *crawl=no
79
Bi 9: Chn nh dng ca file

Nh chng ta hc v chn th mc trong bi trc (Disallow: /private/ s chn ton b th mc
private, bao gm tt c cc file nm trong th mc ny). Tng t vy, nu chng ta dng lnh Disallow:
/private/file.htm, th trang web file.html cng b chn, bt k chng ta c s dng k t i din hay
khng.
Nhng nu chng ta ch mun chn file.htm m khng mun lm nh hng ti file.html th phi lm
sao. V d vi nhm lnh di y:
Disallow: .jpg
Thot tin, bn c th tng rng ch c nhng file .jpg mi b chn. Nhng trn thc t n s chn c
nhng file kiu nh explanation-of-.jpg.html
Nu bn ch mun chn nhng file jpg, th phi lm sao? Hy s dng k t $, y l k t c ngha
ht dng. V d, chnh sa
Bi tp: Chnh sa nhm lnh di y ch chn cc file .jpg
User-agent: *
Disallow: .jpg
Tr li:
User-agent: *
Diallow: .jpg$
Bi 10: Ch ra v tr sitemap XML

dng cui cng ca bt k file robots.txt no, bn nn thm vo v tr ca bn site (sitemap
XML). Vic ny mang li rt nhiu ci li. Bn c th tm hiu thm v sitemap XML ti y
(http://vietmoz.net/kien-thuc-co-ban/So-do-trang-web-124/)
ch ra y l v tr ca sitemap, s dng cu lnh sau: Sitemap: <ng dn URL>.
Bi tp: Thm cu lnh v v tr ca sitemap vo file robots.txt, v tr c th l
http://vietmoz.net/Sitemap.xml
Disallow: /secret/
Tr li:
Disallow: /secret/
80
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Nghin cu t kha
Bi 1
: Th no l nghin cu t kha?
Bi 2
: Gi tr ca vic nghin cu t kha
Bi 3
: Cc loi t kha
Bi 4
: Gii thiu cng c nghin cu t kha ca Google
Bi 5
: Bt tay xy dng danh sch t kha u tin ca bn
Bi 6
: Nhm t kha theo tng ch
Bi 7
: M rng danh sch t kha
Bi 9
: Ti liu tham kho v cng c h tr
Bi 10 : Cu hi kim tra
81
Bi 1: Th no l nghin cu t kha
Trong bi ny chng ta s c hc v:
Ti sao nghin cu t kha tt s em li thnh cng trong SEO?
V tr t t kha quan trng nh th no v ti nn t t kha vo nhng v tr no mang

li th hng tt hn?
Nghin cu t kha gm nhng bc no?
Nghin cu t kha s gip ni dung trang web ca bn tha mn chnh xc nhu cu khch hng tim
nng ca bn. N ng thi gip bn xy dng cu trc website chun SEO website ca bn c th
hng cao vi nhiu t kha mt lc.
Mc tiu cui cng ca vic xy dng danh sch t kha l :
m bo nhng ngi gh thm website ca bn s tr thnh khch hng tim nng ca bn
1. Sau khi c danh sch t kha, bn s lm g tip theo?

Nhng bi tip theo s hng dn cch bn tm t kha. y chng ti s tm tt nhng li ch m
danh sch t kha mang li:
To ra tng vit bi
nh hnh chin thut xy dng lin kt
nh hnh cu trc website
Chn t kha vo nhng v tr ph hp ti u trang web
a. To ra tng vit bi
Mt khi bn xc nh c t kha m khch hng mc tiu ca bn thng tm kim, bn c
th vit bi xoay quanh nhng t kha ny. C 2 loi t kha ph bin: T kha cung cp thng tin v
t kha th hin mun mua hng. Bn cn vit bi xoay quanh nhng t kha ny.
b. nh hnh chin thut xy dng lin kt
Lin kt n website ca bn s cha anchor text (vn bn neo) chnh l phn ch m bn s click
vo. Vi cc my tm kim, vn bn neo cng l mt yu t nh gi th hng v s s dng chng
xc nh ni dung trang web ch (trang web c link ti). Ni chung, bn mun mt phn ng k
(nhng khng phi tt c) cc vn bn neo ny cha t kha. Vic ny s gip nng cao th hng
website vi nhng t kha ny.
c. nh hnh cu trc website
Sau khi nghin cu t kha, bn s bit mnh cn nhng th mc no, trong th mc c cn th
mc con khng. Nu c l nhng th mc con no. V d, nu bn bn qun o, trn website ca bn
c cc th mc qun o tr em, qun o ngi ln, qun o xun h, thu ng Mt ngy sau khi
nghin cu t kha, bn thy rt nhiu ngi tm kim ng phc vn phng v bn quyt nh b
sung thm mt th mc con l ng phc vn phng vo trong th mc qun o ngi ln ca bn.
82

d. Chn t kha vo nhng v tr ph hp ti u trang web
Khi mt ngi thc hin tm kim, Google thng thng s da vo nhng thnh phn HTML
xc nh ch website. Nu khng ti u cc thnh phn HTML (tiu , bi vit, ni dung, th
heading) bn s khng th c th hng tt.
Di y l hnh v miu t mt ni dung chun SEO:
83

V y l kt qu trn bng kt qu tm kim:
2. Mc ch ca ngi dng
Mc ch cui cng ca bn khi lp web l thu ht ngi gh thm v nhng ngi s tr thnh
khch hng ca bn. Nu bn tm tm ra nhng t kha ng, bn s thu ht c nhng ngi c nhu
cu mua hng tht s, t s ci thin ROI (t l li nhun rng so vi chi ph ca bn).
Google ny cng thng minh hn trong vic tm ra mc ch tht s ca ngi tm kim. V d, nu
bn tm kim vi t du lch, bn ang tm kim v dch v du lch hay mt loi thuc l cng c
tn l du lch. Thng qua vic hc hi t hnh vi ngi dng, Google xc nh rng phn ln ngi
dng mun tm kim thng tin v dch v du lch. V vy cc thng tin v dch v ny chim phn
ln v tr trong bng kt qu tm kim.
Tm li, khi xy dng danh sch t kha, bn s mun nhm n nhng t s mang li cho bn
nhiu khch hng nht, ch khng ch l ngi tm kim thng tin n thun.
84
Bi 2: Gi tr ca vic nghin cu t kha

Google Trends
Tm quan trng ca vic xc nh ng t kha
Bn s lm g nu ti ni rng bn s thu c tin gp i nu bn to xanh thay v bn to ?

Mi ngy c hn mt t lt tm kim trn Google v con s vn tng ln mi ngy. Con s
thc t cn ln hn v Google him khi cng b s liu chnh xc v hot ng ca h.
D liu ny, cng vi bng kt qu tm kim, gip chng ta hiu r hn v hnh vi v tm l ngi
dng. Nhng d liu ny trc kia ch c c t bn nghin cu th trng tn km v i hi nhiu
cng sc. Thng qua cng c tm kim, ta c th bit chnh xc xu hng tm kim ca ngi dng. V
d, khi s dng Google Trend v tm kim vi cm t bnh st xut huyt. Khong thi gian cm t
ny c tm kim nhiu nht cng l khong thi gian cn bnh ny ang honh hnh, bn s c thng
tin nhanh chng v cc k chnh xc. Bn c th s dng cch ny vi bt k ch no m bn quan
tm.
Tm li, nghin cu t kha s gip bn xut hin trn bng kt qu tm kim v c th l trang
1. Nu bn khng vit ni dung hng n t kha , trang web ca bn s khng khng th xut hin
trn bng kt qu, bn s khng th c th hng tt. Nu bn khng c th hng tt, bn s khng c
khch hng v do khng kim c tin.
Nghin cu t kha s gip bn xc nh:
Which products you should start selling
Sn phm no bn nn bn
Sn phm no bn khng nn bn
T kha no s thu ht nhiu khch hng tim nng nht
T no bn nn s dng trn website thu ht lu lng truy cp, t no bn nn s dng

thu ht khch hng
85

Hy vng sau bi hc ny, bn s hiu c tm quan trng ca vic nghin cu t kha, v t
tip tc luyn tp trau i tr thnh mt chuyn gia nghin cu t kha.
Th v: Bn c bit trung bnh mi thng c 18,000 lt tm kim trn in thoi di ng cho cm t
cat names
Bi tp:
S dng http://www.google.com/trends tm hiu v t kha no . Kim tra xu hng tm

kim vi t v cc tin tc lin quan
Phn tch nhng xu hng ny s dng cng c Google Keyword Tool
86
Bi 3: Cc loi t kha
Phn loi t kha
V sao cn phn loi t kha

o
xc nh mc ch
tm kim nhng c hi mi
1. Phn loi t kha theo mc ch

Th nht, chng ta c th phn loi t kha theo mc ch ngi dng, vic ny cng ging nh cch
Google phn loi t kha khi tnh ton th hng website
a. T kha thng tin: y l t kha c dng khi ngi dng mun tm kim thng tin.
V d: Thi tit H Ni. Cch luc rau
b. T kha giao dch: Ngi dng s dng t kha ny khi mun thc hin mt hnh ng, mt giao
dch no . c th l ti v mt ti liu, mua mt sn phm, ng k thnh vin, t ch mt dch
v Nhng ngi ny c th mun tm kim thng tin, nhng mc ch cui cng ca h l hon thnh
vic g . V d: qun o gi r, mua laptop vaio
c. nh hng: Ngi dng tm kim theo cch ny khi h bit trang web h mun ti l g. V d:
Google Chrome, Google Chrome, Facebook, eBay.
2. Tm ra nhng c hi mi
Chng ta cng c th phn loi t kha theo lng tm kim ca n. Google c ln ni rng: 20%
t kha tm kim trn Google l nhng t cha h c tm kim trong 90 ngy trc . iu ny c
ngha l lin tc c nhng t kha mi ra i, c hi dnh cho bn chnh l nhng t kha ny. Trung
bnh mi ngy c hn 1 t lt tm kim trn Google, do mi qu s c 18 triu t kha mi ra i.
Nhng t kha mi ny thng c s lng tm kim nh, nhng b li cnh tranh thp hn v do
d ti u hn. Ti u nhng trang web ny khng i hi nhiu cng sc, v vi mc canh tranh
thp, chng ta c th ti u cho nhiu website hn.
V di, chng ta c th chia t kha thnh 3 nhm:
a. T kha ngn: truyn, game, phim
b. T kha trung bnh: th thao, thit k web, lm seo, o to adwords
c. T kha di: hc seo u, hc seo gi r, hc seo ti h ni, du lch trung quc gi r
biu di y, trc X l chiu di t kha, trc Y l lng tm kim. Ni chung, t kha cng di,
lt tm kim cng nh v cnh tranh cng thp.
87
Bn c th tham kho video di y v t kha di

http://moz.com/blog/how-big-is-your-long-tail-whiteboard-friday
Bi tp:
Theo bn, nhng t kha di y thuc nhm no: Tm kim thng tin, giao dch hay nh hng?
Th vin T Quang Bu
Lch s H Ni
Mua v xe bus u
Ebay Vit Nam
88
Bi 4: Gii thiu cng c nghin cu t kha ca Google

Nhng hn ch ca Google Keyword Tool
Cch s dng Google Keyword Tool

o
Thit lp cc thuc tnh khu vc, ngn ng v thit b
To tng t kha
Cc loi match
Thng k s lng tm kim
m bo bn c ti khon Google Adwords
tm hiu v cng c ny, trc tin bn cn tm hiu nhng chc nng ca n.

iu u tin bn cn bit l nhng d liu m cng c ny cung cp khng m bo ng 100%, nhng
n l ngun thng tin chnh xc nht m chng ta c.
C mt vn khc vi cng c ny. Khi bn s dng Google Keyword Tool nghin cu t kha,
cng c s cung cp mt list nhng t kha lin quan nhng thc t list ny khng y . i khi
chng b qua nhng t kha cht lng, th s lm bn mt i mt lng khng nh khch hng tim
nng. c bi vit di y, v bn s hiu l do v sao li vy http://moz.com/blog/be-careful-usingadwords-for-keyword-research cng nh cch khc phc.
Trong bi ny, chng ta s hc v 4 chc nng chnh trong cng c:
a. Ci t ngn ng, khu vc v loi thit b
b. To tng t kha
c. Cc loi match
d. S lng tm kim
89

A. Ci t ngn ng, khu vc v loi thit b
Google thu thp d liu t khp ni trn th gii. Google cng c th bit ngi dng ang s dng
my bn, laptop hay thit b di ng tm kim thit b.
Cng c ny s mc nh ngn ng, quc gia ca bn v t mc nh loi thit b l my bn.
Tuy vy, m bo d liu bn thu c l chnh xc, bn cn quay li kim tra nhng ci t ny.
B. Vit tng t kha
Cng c nghin cu t kha ny c kh nng xut nhng t kha lin quan da trn t kha bn
nhp vo. Tnh nng ny cho php bn thu thp mt lng ln d liu, l nhng t kha m bn c th
cha bao gi ngh ti.
C. Loi so snh
Vi mi t kha, bn s ng thi bit lun s lt tm kim trung bnh ca t trong mt thng. Mc
nh ca loi so snh (hay i snh) l so snh rng, v ni chung kt qu tr v s ln hn nhiu kt
qu thc t. c c s liu chnh xc, hy di chut n gc trn bn phi v i kiu so snh thnh
so snh chnh xc.
C 3 loi so snh v mi ci dng cho mt vic nht nh. Ni chung, chng ta mun chnh xc s
lng tm kim ca mt t kha, v phn ln SEOs s chn so snh chnh xc
Chng ta s xem qua nh ngha ca Google v 3 kiu so snh v v d thc t minh ha s khc bit
ca 3 kiu so snh ny.
So snh rng: Cho bn bit tng s lng tm kim ca mt t kha v cc t khc c lin quan n
n. y l s lng tm kim ca t kha cng vi t ng ngha, t lin quan v cc bin th khc
ca t bao gm c dng vit sai chnh t ca t .
V d:
T kha
Lng tm kim trung bnh theo thng
Mo tn gi
140
140 ny l tng s lng tm kim cho t mo tn gi v cc t lin quan bao gm: b quyt tn gi
thnh cng, hc cch tn gi hay, cch tn tnh nng
90

Nu phn tch d liu su hn na, chng ta s c bng sau:
T kha
Mo tn gi
100
b quyt tn gi thnh cng
20
hc cch tn gi hay
10
cch tn tnh nng
10
So snh cm t: tng s lng tm kim cho t kha cng cc cm t c cha t kha

T kha
Bnh ngt
1000
S khc nhau c bn gia so snh rng v so snh cm t l vi so snh cm t, cc t lin quan phi
cha chnh xc t kha ang tm kim
T kha
Bnh ngt
500
Bnh ngt h ni
200
Hc lm bnh ngt
200
Bnh ngt
100
So snh chnh xc: s lng tm kim ca chnh xc t kha

Nu bn la chn so snh chnh xc, s liu tr v l s lng tm kim ca chnh xc t kha . Bn
s thy so vi so snh rng, s liu ny thp hn rt nhiu v so snh chnh xc khng bao gm k d
liu no khc ngoi s lng tm kim cho duy nht t kha bn ang tm.
Tham
kho:
Phn
loi
cc
kiu
(https://support.google.com/adwords/answer/2497836?hl=en-GB&ctx=tltp&rd=2)
so
snh
91

d. S lng tm kim
Trong phn ny, chng ta s cng tm hiu mt trong nhng thng s quan trng nht bn cn thng k
v a vo trong bo co t kha.
Chng ta s s dng nh ngha chnh thc ca Google v b sung thm nhng v d thc t gii
thch thm v nhng khi nim ny:
S lng tm kim trung bnh mi thng ca c th gii:
Ring tn gi ni ln y ngha ca n. y l s liu trung bnh ca 12 thng gn nht. S liu
ny cng thay i ty theo loi so snh m bn la chn.
Bn lu : Khi bn thay i ngn ng m t kha hng n, s liu s thay i ng k
T kha
S lng tm kim trung bnh mi thng ca

c th gii
Ngn ng
Bng
33.100
Ting Vit
Bng
English
S lng tm kim trung bnh mt thng ca mt khu vc:

Khi bn ch ch danh mt ngn ng hoc mt khu vc c th, s liu tr v l s liu dnh ring cho
khu vc . Cng ging nh trn, y l s liu trung bnh ca 12 thng gn nht v s thay i ty
vo loi so snh m bn la chn.
Bi tp: Gi s bn c mt website bn Apple iPads. Chng ta bit rng nu ngi dng tm kim vi
cm t mua iPads 3, c ngha l 90% h s l khch hng tim nng ca bn. Vy ngoi cm t rt
cnh tranh ny, cn nhng cm t no khc c th mang li doanh thu cho bn khng? Hy s dng
Google Keyword Tool tm ra cu tr li?
Bn hy tin hnh theo cc bc sau y:
1. Chn cng c t kha trong b cng c ca Google Adwords
2. Chn tm tng t kha v nhm qung co
3. G vo Sn phm hoc dch v ca bn iPad 3
4. Chn mc tiu cho chin dch, Khu vc: Vit Nam, ngn ng: Ting Vit
5. Chn t kha ph nh mua, ch tm kim nhng cm t khng cha t mua
6. Click vo Ly tng
7. Chn tng t kha
92

Hy tm nhng t kha khc c th mang ti khch hng tim nng cho bn?
l:
1. ipad gia re
2. gi ipad mini
3. phu kien ipad
4. gi ipad
5. bn ipad c
93
Bi 5: Bt tay xy dng danh sch t kha u tin ca bn

Trong bi ny chng ta s hc v
Cch to ra danh sch t kha u tin ca bn
Cu hi quan trng bn cn gii p trc khi vit ra nhng tng t kha
Cch sng to ra t kha cua bn
Nu bn l ngi mi lm SEO, hoc bn mun hc mt cch xy dng b t kha khc vi cch

lm truyn thng, chng ti khuyn bn nn tr li y nhng cu hi di y:
Nu bn l ngi giu kinh nghim v c k nng tt trong vic xy dng b t kha, bn c th
chuyn sang hc lun bi tip theo.
1. Bn phc tho danh sch t kha

Khng c cch hc no tt hn thng qua vic thc hnh, v vy hy bt tay xy dng b t kha
ca bn ngay by gi. Vic ny thc hin thng qua vic tr li y 6 cu hi di y. y l v d
chng ti ly t mt thnh vin ca Vietmoz, Mr Thnh, ngi chu trch nhim thit k ha.
1)Tr li ngn gn, website ca bn kinh doanh sn phm hoc dch v g?
Ti l ngi thit k ha
2)Bn kim tin bng cch no?
Ti cung cp dch v thit k ha website, thit k logo
3)Bn cung cp nhng sn phm hoc dch v g?
Thit k logo
Thit k website
4)Miu t khch hng hoc th trng mc tiu ca bn
Website ca t chc, doanh nghip, c nhn
5) Khch hng ca bn nm khu vc no?
Ti sinh sng v lm vic H Ni, nhng ti c cung cp dch v cho bt k ai trn lnh th Vit Nam
6) Bn c chuyn v mt mng thit k ha no khng?
Khng c g c bit
No hy cng xem li v phc tho ra b t kha ca anh Thnh nh.
1. Anh y l ngi thit k ha
2. Anh y kim tin t vic thit k website v thit k logo
3. Anh y sng H Ni nhng c th cung cp dch v cho bt k ai trn ton lnh th Vit Nam
Bc tip theo, lit k danh sch t kha ban u ca bn:
94

Thit k logo
Thit k website
Thit k logo H Ni
Thit k website H Ni
2. Lp mt file excel v lu tt c nhng t kha ny li trong ct T kha

Bi tp:
Ln lt tr li 6 cu hi trn v vit ra b t kha u tin ca bn. Thm cng nhiu t kha cng
tt, min l chng miu t chnh xc doanh nghip, sn phm v dch v ca bn.
95
Bi 6: Nhm t kha theo tng ch

Cch phn loi t kha
Cch nhm t kha
Theo kinh nghim ca chng ti, bng cch phn loi v nhm t kha, chng ta s n gin ha
v rt ngn thi gian nghin cu t kha.
Chng ti ly v d t mt ca hng bn th thao online minh ha cho qu trnh ny.
Di y l danh sch t kha ca h:
Vt tennis
Giy tennis
Bao vt tennis
Cng vt tennis
Vt cu lng
Bao vt cu lng
Cng vt cu lng
Hn vt cu lng
Tm li, y l ca hng chuyn kinh doanh v dng cho tennis v cu lng
Vi 8 t kha chng ta c 2 mn th thao, 3 loi thit b v 2 dch v
Tennis
Vt tennis
Giy tennis
Bao vt tennis
Cng vt tennis
Cu lng
Vt cu lng
Bao vt cu lng
Cng vt cu lng
Hn vt cu lng
96

V vy, trn thanh iu hng chnh ca website, chng ta cn c t nht 2 th mc l Cu lng
v Tennis, trong mi th mc li c nhng loi sn phm v dch v tng ng.
Trong khi nhm cc t kha, bn nh nhm cng nhiu t kha vo cng t nhm cng tt tin
cho vic nghin cu t kha sau ny.
Bi tp : Quay tr li vi danh sch t kha ca Mr Thnh. Bn th nhm cc t kha cho anh ta xem
sao?
Tr li: Chng ta c 3 nhm
Thit k logo
Thit k logo
Thit k logo H Ni
Thit k logo cho doanh nghip, cng ty
Thit k website
Thit k website
Thit k website H Ni
97
Bi 7: M rng danh sch t kha:

Lm cch no tm kim thm nhng t kha tim nng cho bn.
Mt khi bn c c danh sch t kha gc, chng ta nn tm cch ti a ha doanh thu bng cch
b sung thm nhng t kha tim nng khc m hin gi chng ta cha bit. Ngoi danh sch t kha
gc, cn rt nhiu t kha lin quan khc m c th c ngi dng s dng nhiu hn, c tm kim
nhiu hn trong khi b cnh tranh t hn.
Nhng t kha cha bit ny c th kh tm nhng rt ng tm.
Tin tt l c rt nhiu cng c min ph gip bn tm ra nhng t kha dng ny, min l bn c kinh
nghim c th pht hin ra nhng c hi tim nng.
Bn cn nh danh sch t kha ca chuyn gia thit k ha Mr Thnh. Chng ta s cng m rng
danh sch t kha ca anh y s dng cc cng c sau:
You'll remember Leonie's Graphic Design from the Google Keyword tool lesson. We're going to expand
her keyword list using:
1. Google Trends (http://www.google.com.vn/trends/)
2. Tnh nng gi t ng ca Google
3. Cng c nghin cu t kha ca Google Adwords (i hi bn phi c ti khon Adwords)
Ln lt s dng cc cng c trn v danh sch t kha ca bn s c m rng thm ra. Hy xem
cch Mr Thnh xy dng danh sch t kha nh th no v p dng vi trang web ca bn nh.
1. Google Trends
M Google Trends v lm quen vi giao din ca n. Bn c th ch r loi tm kim no mnh mun
s dng (hnh nh, web, tin tc, sn phm v Youtube). Bn cng c th ch r khu vc tm kim,
khong thi gian tm kim cng nh ch ra th mc m bn mun hng ti.
cc thit lp mc nh v g vo tm kim cm t thit k logo, bn s thu c danh sch cc t
lin quan ang c quan tm nhiu:
98
Qua y, Mr Thnh tm thm c nhng t kha mi b sung vo list t kha ca mnh. iu

th v l nhng t kha ny ang rt c quan tm, th hin qua s lng tm kim tng t bin
(breakdown) trong thi gian gn y. Lu khi tm kim t kha theo Google Trends, bn phi ch
loi b nhng t kha khng lin quan n lnh vc hot ng ca mnh. C th l: thi thit k
Cc t kha mi ca Mr Thnh: logo design, logo p, lm logo, thiet ke logo, thit k web, thit
k website. ng qun, sp xp nhng t kha mi vo cc th mc tng ng.
2. Tnh nng gi t ng ca Google
Nu bn cha tng bit n cng c ny trc y, n n gin l tnh nng gi t ng ca
Google. Ngay khi bn ang g nhng k t u tin trong tm kim, Google s t ng tr v nhng
t hoc cm t y cha cc k t . y c th l nhng t hoc cm t m bn tng tm kim
v c Google lu li hoc c th do chng c mi ngi tm kim nhiu nn to thnh xu
hng.
C th bn khng bit, y chnh l mt trong nhng cng c nghin cu t kha hiu qu nht.
Google s xut tt c nhng t v cm t lin quan l nhng cm t c tm kim nhiu nht
m c cha t kha ca bn.
Nu bn cn nh, Mr Thnh cung cp 2 dch v chnh l thit k logo v thit k website
99

Vi danh sch bn, ngoi tr thit k logo online free v thit k logo bng photoshop, tt c
nhng t kha cn li u ph hp vi lnh vc ca Mr Thnh, v anh ta c th b sung vo danh sch
t kha ca mnh.
Tng t, ngoi tr thit k web vi dreamweaver v thit k web vi wordpress v thit k weeb min
ph, tt c cc t cn li u c th b sung vo danh sch t kha.
lm giu thm danh sch t kha ca mnh bn c th thm cc ng t nh mua, bn u t
kha v cc trng t, hoc tnh t nh gi r, chuyn nghip, cao cp, p, uy tn v tip tc
tm kim.
100

Bc 3: Sng to t kha
y l phn hay nht ca ton b qu trnh, bi v bn s mi bn b, ng nghip ra qun cafe v
hi h trong lc ang nhm nhi tch caf nng hi. Bn s ni vi h v sn phm hay dch v ca mnh
v hi h nhng t kha h s dng tm kim nhng sn phm .
Chng ti bit, vic ny c v hi th cng. Nhng tu chung li, chng ta ti u web phc v
con ngi, ch khng phi my tm kim. y chnh l phng php nghin cu th trng th v nhng
y hiu qu v bn s ngc nhin v nhng kt qu m n mang li
i khi, bn b v ng nghip khng th a ra tng no mi nhng qua bn cng bit rng
t kha no ang c quan tm v s dnh nhiu thi gian ti u cho nhng t . V d vi Mr
Thnh, sau khi hi bn b anh ta li b sung thm c nhng t kha sau y:
Dch v to logo
Dch v thit k logo
Mu thit k logo p
Nhng thit k logo p
Logo cho cng ty
To logo cho doanh nghip
B sung chng vo danh sch t kha, kim tra thm mt ln na xem chng c ph hp vi ngnh
kienh doanh ca bn cng nh s dng Google keyword tool kim tra lng tm kim.
Cui cng chng ta c danh sch 45 t kha nh di y
4. S dng cng c Keyword Planner ca Google
Hin gi, chng ta c b t kha kh y . Bc cui cng l tm thm nhng t kha lin
quan qua b cng c Keyword Planner ca Google.
Bn lm vic ny bng cch copy ton b t khavo u tin Sn phm hoc dch v ca bn
trong phn Tm kim tng t kha v nhm qung co
Chn khu vc cng nh ngn ng mc tiu cho chin dch (Vit Nam v Ting Vit). Click vo
ly tng. Bn c chuyn n trang kt qu. Click vo tng qung co menu ngang,
bn s nhn c danh sch nhng t kha lin quan cng vi s lng tm kim i km. Click vo
biu tng Ti v v bn s c danh sch nhng t kha lin quan km theo y thng tin v lng
tm kim v mc cnh tranh ca chng. B sung cc t mi ny vo danh sch gc.
Tm li chng ta c 3 bc
Bc 1: Lc danh sch gc
Bc 2: Thu thp d liu t Keyword Planner
Bc 3: Cp nht cc t kha mi vo bng t kha gc
101

Kt qu cui cng:
T 6 t kha gc, sau mt thi gian ngn hin gi Mr thnh c trn 50 t kha vi lng tm kim
t trung bnh n ln. Khng phi tt c nhng t ny u c s dng nhng t nht chng ta c
ci la chn.
Bi tp:
Trc khi chuyn sang nhng phn tip theo, chng ti mun m bo rng bn bit cch lp danh
sch t kha chun. C th, bn nn c:
1. Danh sch t kha gc
2. Nhm cc t kha ny vo cc nhm ln
3. Tm kim thm t kha mi v b sung chng vo cc nhm tng ng
Bn c lm theo quy trnh ny khng? Tuyt, vy chng ta chuyn sang phn tip theo.
Bi 8: Hiu v tnh ton mc lin quan ca t kha
Th no l mc lin quan ca t kha v tm quan trng ca n
Lm th no tnh ton mc lin quan ca t kha
Nu bn tm kim t du lch trn Google, bn c th ngc nhin vi kt qu nhn c. Nu bn lm

cho cng ty thuc l Thng Long, bn cn SEO mt trong nhng dng sn phm ch lc ca cng ty l
thuc l du lch ln th t du lch ng nh s l mt trong nhng t kha chnh ca bn. Nhng
thc t, khng phi l mt tng hay.
102

Bn thy ton b kt qu b chim lnh bi cc trang web lm v du lch. iu ny lp li c cc
trang sau. K c khi bn c th SEO trang web v thuc l ca mnh ln Top1 th n cng khng mang
li nhiu khch hng nh bn mun.
Vn l Google da nhiu vo hnh vi ngi dng quyt nh nn hin th trang web no. Nu
mt trang web c v tr tt nhng khng c truy cp nhiu hoc thi gian ngi dng s dng trn
trang qu ngn, sau khi vo trang mt thi gian ngn ngi dng li quay li bng kt qu v la
chn trang web khc, th trang web s b mt th hng. V vy khi tm ra c t kha, bn cn
vit li ni dung trang web tha mn yu cu ngi dng. Nu h tm kim thng tin, hy cung cp
thng tin. Khi h tm kim sn phm, hy cung cp sn phm. C th kh khn hn, nhng ngi dng
s yu thch website ca bn hn.
Cch d nht tnh ton lin quan ca ni dung website vi t kha l to ra mt thang ca
ring bn.
V d: Nu bn thit k website, bn s c bng sau:
T kha
Thiet ke web
Hoc thiet ke web
S lng tm kim
90 500
1 600
Relevancy
Scale
1-Rt lin quan
2 - Kh lin quan
3 - Khng lin quan
103
Bi 9: Ti liu tham kho v cng c h tr

Nhng cng c nghin cu t kha min ph
Ti liu hng dn vic nghin cu t kha
Di y l nhng cng c min ph m hu ht cc chuyn gia SEO s khng th lm vic c nu

thiu chng. Hy hc cch s dng chng tr thnh mt ngi lm SEO chuyn nghip:
Here are publicly available free tools that even the most seasoned SEO professional cant Cng c:
GoogleAdWords keyword planner
Wordtracker keyword tool: https://freekeywords.wordtracker.com/
Microsoft adCenter Advertising keyword tool: http://advertising.microsoft.com/smallbusiness/adcenter-downloads/microsoft-advertising-intelligence
Google Correlate: http://www.google.com/trends/correlate/
Google Trends: http://www.google.com/trends/
SEOmoz keyword difficulty tool: http://pro.moz.com/tools/keyword-difficulty
Mergewords: http://mergewords.com/
Competitive analysis: http://moz.com/blog/competitive-analysis-in-under-60-seconds-usinggoogle-docs-12649
Ti liu hu ch
Intro to Keyword Research: http://moz.com/beginners-guide-to-seo/keyword-research
Overview of Keyword Research Process: http://www.prelovac.com/vladimir/how-to-doclever-keyword-research
Keyword Research Process: http://www.katemorris.com/docs/keywords-katemorris.pdf
Choosing Profitable Keywords:

targeting-the-right-anchor-text
The Long Tail: http://moz.com/blog/illustrating-the-long-tail
Incorporating Keywords Into Site Architecture: http://www.distilled.net/blog/seo/case-studydetermining-site-architecture-from-keyword-research/
Creating Topical Keyword Areas: http://moz.com/blog/keyword-targeting-how-to-employmultiple-keywords-for-seo-conversions
Keyword Competition and Targeting: http://moz.com/blog/keyphrase-competition-andtargeting
http://moz.com/blog/link-building-for-ecommerce-sites-
104

Bi tp:
Cng c nghin cu t kha ca Google l cng c khng th thiu ca bn cng nh ca bt k ngi
lm SEO chuyn nghip no.
V vy hy ko v th link dn n cng c ny vo thanh bookmark trn trnh duyt a thch ca bn
c th nhanh chng truy nhp cng c hu ch ny bt k lc no.
105
Bi 10: Cu hi kim tra

1. 4 cng vic quan trng trong SEO m khng th lm c nu thiu b t kha l g?
a. Vit ni dung
b. Xy dng h thng link
c. Xy dng cu trc website
d. Ti u cc thnh phn on-page s dng b t kha nghin cu
2. Xt v mc ch ca ngi dng, c th phn thnh 3 loi. Ch r l nhng loi mc ch g?
a. Tm kim thng tin
b. Thc hin giao dch, mua bn, hoc 1 hnh ng no
c. Tm kim thng hiu
3. Trong Keyword Planner, nhng k hiu sau c ngha l g? , [] v
Du nhy kp i din cho so snh cm t
Du ngoc vung i din cho so snh chnh xc
Khng c ngoc i din cho so snh rng
4. Ngoi Google Keyword Planner, lit k 3 cng c bn c th s dng m rng danh sch t kha
a. Google auto-suggets
b. Google Trend
c. Wordtracker.com
Ph lc 1: Ti liu dnh cho vic nghin cu t kha
S cp
SEOmoz's Beginners Guide to Keyword Research
Using Categories for Keyword Research
Trung cp
Determine site architecture using keyword research
SEOmoz's Beginners Guide to Keyword Research
Cao cp
Using Categories for Keyword Research
106
CHNG
Information Architecture
Bi 1
: Gii thiu v Information Architecture
Bi 2
: Cc loi iu hng tiu biu
Bi 3
: Nhng hn ch ca my tm kim
Bi 4
: S dng sitemap tm ra nhng li trong cu trc website
Bi 5
: Lin kt ni b
Bi 6
: iu khin cc my tm kim
Bi 7
: Gii thiu v Faceted Navigation iu hng nhiu chiu
Bi 8
: Cu trc cc website quc t
Bi 9
: Cng c
Bi 10 : Ti liu tham kho
107
Bi 1: Gii thiu v Information Architecture

Tm hiu v cu trc website bao gm tm hiu nhng yu t sau y:
Nhng trang hin c trn website
Cch chng lin kt vi nhau:

o
Cu trc thanh iu hng chnh
i t trang chnh (hoc nhng trang quan trng) n trang con, bn s i theo nhng
con ng no
Hc xong chng ny, bn s hc c nhng k thut tt nht cng nh cc l thuyt lin quan,
nhng li thng gp cng nh cc cng c v phng php lun nng cao cht lng cu trc site.
Cu trc website hiu qu l ti quan trng nu bn mun my tm kim c th tm c ni dung
trn website ca bn v mang chng ti ngi dng. Nu b tm kim khng th truy cp trang web,
chng cng khng th xp hng trang web . T quan im ca ngi dng, cu trc website cng rt
quan trng. Khch hng c th d dng tm ra sn phm hoc dch v h cn khng ph thuc rt nhiu
vo iu ny. Nu gp kh khn khi tm kim thng tin, chc chn h s tm n trang web khc v
him khi quay tr li trang web ca bn ln th 2.
V c bn, mt cu trc web tt m bo tt c cc trang c mc ni vi nhau theo cch m c
ngi dng v my tm kim c th d dng c ni dung ca mi trang cng nh di chuyn t trang
ny sang trang khc trn website ca bn. N ng thi cng gip my tm kim bit c trn website
trang no quan trng hn v nn c a ln bng kt qu tm kim hn cc trang khc.
Thi gian m ngi dng mt tm ra th h mun l du hiu ca vic iu hng tt hay xu.
Trong SEO, vic ny c biu th bng s lt click m ngi dng cn i t trang chnh n trang
cha thng tin v sn phm hoc dch v m h ang tm kim. y l nhng trang kim tin ca bn.
v vy, s lt click n trang ny cng t cng tt. Bn cnh , tp trung link cho nhng trang ny
tng th hng ca chng trn bng kt qu tm kim.
Mc d th gii Web tin nhng bc di, nhng iu cn bn v cu trc Web vn khng h
thay i: Bn cn lun m bo nhng trang quan trng trn website phi tht gn trang ch, cng gn
cng tt. Tham kho bi vit sau y v cu trc website Whiteboard Friday
108
Bi 2: Cc loi iu hng tiu biu

Cu trc phng, cu trc phn tng
How PageRank flows
Nh Rand s ni trong video di y, bn nn s dng cu trc phng bt c khi no c th v n cho

php my tm kim nhanh chng truy cp ni dung ca bn (vi t click hn). Cc hnh nh di y
c ly this post on SEOmoz bi Richard Baxter t SEOgadget, m t th no l mt cu trc phng,
th no l mt cu trc phn tng.
Cu trc phng
Ch cn 3 click truy cp n tng su nht trong website

u im ca vic s dng cu trc phng l: Tng s lng site c index, tn dng ti a cc t kha
di
109

Cu trc su
Nhng trang yu thng c t di cng website: Cn ti 6 clicks n c trang ny.

Nhc im ca cu trc ny: S lng trang c index hn ch (do b tm kim s khng d qut
qu su) v khng SEO hiu qu cc t kha di.
C mt quy tc ai cng hiu v Google cng p dng l trang cng nm di su th uy tn cng
thp. iu ny l do c ch phn phi PageRank. hiu thm v PageRank v phn phi PageRank
c bi bo see this article on SearchEngineLand. Thng thng, trang ch lun l trang c tin tng
nht trn mt domain v l ni nhn c nhiu link tr v nht.
Link juice hay sc mnh ca link l lng PageRank m mt trang web trn mt website c th
truyn cho mt trang web khc (bn trong hoc bn ngoi website ) thng qua mt ng link. Mt
trang web cng c nhiu inbound link (backlink) l link tr n trang web t cc trang web khc,
n cng c nhiu link juice v do c th truyn li cho cc trang web khc.
Bi tp:
S dng Mozbar, so snh im uy tn ca trang gia trang ch ca amazon.com vi mt trong

nhng sn phm ni bt ca n (V d Kindle). Chng khc nhau nh th no? Nhn xt v
mi lin quan gia v tr trang web vi im uy tn m n nhn c?
110
Bi 3: Nhng hn ch ca my tm kim
Lm cch no kim tra bn cache ch c text ca mt trang web?
Nhng cng ngh khng thn thin vi my tm kim
Lm th no bit mt trang c s dng nhng cng ngh ny khng?
h tr ti a my tm kim trong vic d qut website ca bn, bn cn phi bit nhng hn ch

ca n. My tm kim ngy cng thng minh v ti gii hn. Mc d, my tm kim c th hiu mt
phn nhng cng c di y, bn ch nn s dng chng mt cch hn ch, bn ch nn s dng khi
tht cn thit.
Trc khi tm hiu su hn v nhng cng c ny, bn cn bit cch kim tra bn cache ch cha
text ca mt trang web.
lm vy, tm n Google v g cache:, theo sau bi trang web m bn mun kim tra. V d,
kim tra bn cache ca trang ch vietmoz.net, s dng cu truy vn sau:
cache:www.vietmoz.net
Bn s t ng c a ti mt phin bn ca trang Web m Google lu vo CSDL ca n
trc . Nh hnh di y, mu xm trn u trang web s cho bn bit l bn cache:
111

Mc nh, bn s nhn c bn cache vi y tnh nng, y file i km. xem bn cache
ch c text, click vo link gc trn cng bn phi ca hnh trn. Bn s c a ti phin bn ch
text. y l bn m Google nhn c, v nh bn bit Google khng th xem c hnh nh, Flash,
video Kt qu l:
JavaScript
JavaScript rt c a thch trong cc website ngy nay. Tuy vy, nhiu khi cc file ny li cn tr
hot ng ca b tm kim. iu ny thng xy ra khi mi ngi mun tng s linh hot ca thanh
iu hng chnh nh bn thy trong hnh di y:
V my tm kim khng ng n JavaScript khi d qut website, mt s link s tr nn v hnh

vi my tm kim. Nu con b khng th d qut nhng link ny, h s khng th d qut nhng ni
dung lin quan ca website ca bn.
Cch d nht xem vn ny c xy ra vi website ca bn khng l tt JavaScript trn trnh
duyt ca bn. Bn c th s dng SEOmoz toolbar for firefox. lm vic ny, bn la chn lt web
vi t cch ca Googlebot. Nu thanh iu hng ngang vn hot ng bnh thng, c ngha l bn
khng gp phi vn . Tuy nhin, nu bn di chut qua m menu khng t ng th xung ng ngha
vi vic my tm kim khng th d qut trang web hiu qu.
112

Bn cng c th kim tra hot ng ca JavaScript bng cch nhn vo bn text only cache ca
trang web. Nu link vn cn sau khi tt javascript, my tm kim c th d qut link bnh thng. Ngoi
ra bn cng c th s dung web developer extension, cng c c th ci t trn c Chrome v Firefox
Flash
Flash gip website p hn, nhng cng khin website kh SEO.
V d, website
Website ny c giao din rt p, nhng trong bn m Google nhn thy bn ch cha text, th hu
nh khng c ni dung g, nh bn s thy di y:
113

Flash c s dng nhiu trong th gii web v n c nhiu u im. N gip website ca bn sinh
ng hn, li cun hn vi khch hng. Nhng bn cn hiu mt thc t l b tm kim khng th c
v d qut cc ni dung Flash.
Bn c th tham kho nhng website flash p ti y:
For other examples of Flash websites see: http://www.ebizmba.com/articles/best-flash-sites
AJAX
AJAX l ch vit tt ca (JavaScript v XML khng ng b). N mang li nhiu u li ch cho
ngi dng nh: gim thi gian ti trang, tng tc ti trang bng cch ch ly ni dung v khi ngi
dng yu cu n. Tuy nhin, xt v kha cnh SEO, AJAX gy ra nhiu vn v mun c ni dung,
my tm kim cng ging nh ngi dng phi click hoc yu cu ni dung trc khi c th c n.
kim tra xem Google c th xem c ni dung ca bn khng, lun lun so snh nhng g bn
nhn thy vi nhng g Google c th nhn thy (bn cache ch cha text ca trang web)
Nu bn mun tm cch khc phc vn ny, c bi vit sau y: http://moz.com/blog/createcrawlable-link-friendly-ajax-websites-using-pushstate
Nhng hn ch khc:
Ti thi im hin ti, Google vn gp kh khn khi phi i mt vi cc file hnh nh, video v
iFrames. iu ny ng ngha vi vic, bn khng nn s dng nhng loi ni dung ny. V d, mt s
website mun tn dng vic a ch vo trong hnh nh gip giao din website p hn. Nhng bn
cn tuyt i hn ch iu ny v Google khng th c c ch trong nh.
V d khc, rt nhiu ngi s in thoi trong hnh nh v do my tm kim khng th c
c. Ni mt cch n gin, nu bn khng th copy v paste ch bn nhn thy, my tm kim cng
khng th c c n. My tm kim cng ngy cng thng minh hn, tuy vy lun nh nh gi bn
cache ch text v xem n c thiu chc nng g so vi bn y .
Bi tp:
S dng cm truy vn cache:domain.com. Xem bn cache ca c 3 loi site: site HTML, site
c s dng iu hng javascript v site flash
Bi 4: S dng sitemap tm ra nhng li trong cu trc website

Ti sao cn nhiu sitemap trong cc website ln?
Sitemap gip ch g trong vic pht hin nhng li v cu trc v lu d liu
Using Sitemaps to Diagnose Indexation Problems

S dng sitemap pht hin ra nhng vn v lu tr d liu
Trong chng v technical SEO, bn bit c nh ngha v Sitemap cng nh vai tr ca n.
y ti xin gii thiu vn tt v mi quan h gia sitemap vi cu trc website v ch ra lm th no
pht hin ra nhng li v cu trc web nh s dng sitemap.
114

iu hng trong mt website nh kh n gin. Tuy nhin, vn tr nn phc tp hn nhiu nu
website c hng triu trang web. Cc website ny s khng th hot ng hiu qu nu thiu mt hoc
nhiu sitemap tt.
Vi mt website ln, c t hng triu trang web tr ln, nu bn pht hin ra vn v to ch mc
(lu d liu), sitemap s gip bn pht hin ra trang web no cha c index. Mi sitemap ch cha
ti a 50,000 a ch, vy nn bt k website no c nhiu hn 50,000 trang web s cn nhiu hn 1
sitemap. Dung lng hn ch ca sitemap s gip bn nhanh chng pht hin ra vn nm u. Qu
trnh ny c m t chi tit trong bi vit di y Rob Ousbeys blog post on the Distilled site. Ti
xin tm tt qu trnh ny nh sau:
d qun l, thay v cho mi sitemap cha 50,000 a ch URL bt k, phn chia a ch URL
vo sitemap da trn cu trc website. Bn cn quyt nh xem nn chia site theo chiu dc hay chiu
ngang. Xem hnh minh ha di y:
Sitemap dc gip bn pht hin nhng vn cc b - trong mt th mc no , trong khi sitemap

ngang gip bn pht hin nhng vn lin quan n chiu su website.
Hu ht cc site u gp vn lin quan n chiu su, c th l mt vi trang web su ch him
khi c th mc b chn. V nu c th mc b chn bn s rt d pht hin ra trong khi nu ch mt vi
trang web tng cui cng b chn s rt kh pht hin. Mt khi to c sitemap, gi chng n
Webmaster Tools.
Mt khi sitemap c to v ti ln Webmaster Toos, cng c s t ng thng bo cho bn bit
bao nhiu trang c index trn tng s trang gi ln. Bn c th tham kho hnh di y:
115
Nh sp xp a ch URL vo sitemap theo cu trc website, chng ta c th nhanh chng pht hin
ra trang web no cha c index, t c bin php kim tra v khc phc.
Nu mun tm hiu k thm, bn c th tham kho bi vit sau
y:http://www.distilled.net/blog/seo/indexation-problems-diagnosis-using-google-webmastertools/
116
Bi 5: Lin kt ni b
Ti sao lin kt ni b li quan trng vi th hng website?
Lin kt ni b th no tp trung sc mnh cho cc ni dung quan trng?
Why users come first
Nhng cch xy dng cu trc website vi h thng lin kt ni b?
Lin kt ni b c my tm kim s dng di chuyn gia cc trang bn trong website. Nu

khng c lin kt ni b, Google s ch tm c nhng site c cc website bn ngoi t link tr ti
(c link vi cc website bn ngoi).
Ni chung, nhng trang web quan trng hn thng c tr ti nhiu hn. Chnh v l , lin kt
n cc trang web quan trng thng xut hin trn thanh iu hng chnh, nm phn trn cng mi
website.
Khi nhn vo cu trc link ni b ca mt website, iu quan trng nht bn cn nh l lun gi
my tm kim n ng trang web bn cn SEO. iu ny c bit ng vi nhng website ln, ni
lun c nhiu hn mt trang web nhm n cng 1 t kha
Gi s bn c nhng loi site sau trn website ca mnh:
Homepage (Trang ch)
Category Page (Trang th mc)
Product Page (Trang sn phm)
Product detail page (trang chi tit sn phm)
Hnh di y minh ha cc loi trang trn 1 website:
Di y l video tho lun nhng u v nhc im ca nhng cu trc URL khc nhau cho cc
trang sn phm ny:
http://www.youtube.com/watch?v=j7XOy2cz0aQ
Vi mt website nh, trn thanh iu hng chnh chng ta c th t link n tt c cc trang th
mc. Nhng vi mt website c hn 50 loi th mc khc nhau th sao?
117

Chng ta c th nh hng theo tng mc ln, nhng iu ny s nh hng nghim trng n
cu trc hnh thp ca website (silo) (http://www.bruceclay.com/jp/seo/silo.htm) v t nhng
website quan trng s khng nhn sc mnh link m n ng c hng.
Vy chng ta cn lm g trong tnh hung ny? Hy cng tm hiu nhng cch khc nhau lin
kt gia cc trang quan trng (v d trang th mc ny vi trang th mc khc).
Lin kt ni b song song
Mt vn m nhiu website gp phi l h c qu nhiu trang web quan trng cn phi c th
hng tt. Nh chng ta thy trn, chng ta khng th t qu nhiu link n cc trang th mc ln
thanh iu hng chnh v kch thc thanh ny ch c hn. V th, i khi mt hoc mt vi th mc
quan trng b m ci, nh th mc di y
Mt cch gii quyt vn ny l m bo tt c nhng trang th mc ny c lin kt vi

nhau. Gi y chng ta s c s lin kt nh di y. Lu rng nu mt trang th mc c lin
kt ti bi mt trang th mc khc m khng phi trang ch s khng nhn c nhiu link juice (sc
mnh ca link) v by gi n tng thp hn trong kin trc website. Tuy vy, iu ny vn cn tt
hn nhiu so vi vic trang web hon ton khng c link ti nh hnh trn.
118
Cc site khc nhau gii quyt vn theo nhng cch khc nhau. V d, trang web hotels.com t
link n th mc chn trang (footer links)
Xy dng kin trc website thng qua lin kt ni b

Nh bn bit, vi mt h thng lin kt ni b chun, b tm kim c th tm ra v d qut tt
c cc ni dung trn website ca bn. Vy h thng lin kt ni b chun bao gm nhng thnh phn
no? Hy bt u vi iu hng.
Thanh iu hng chnh
Khng ai bt bn phi c thanh iu hng chnh v thanh ny khng nht thit phi nm trn u
website, nhng bn nn lu rng nu thiu n, hiu qu ca lin kt ni b s gim xung. Bn phi
cn nhc k cng trc khi mun loi b thanh ny vic s gy kh khn cho ngi dng v my tm
kim ni dung vi vic lm cho website c th tr nn mt m hn mt cht.
119

V d, trn thanh iu hng chnh ca Moz, chng ta thy c blog, tool, community, v y cng
chnh l nhng ni dung quan trng nht trn Website.
Breadcrumbs
Mt cch khc gip my tm kim bit c cu trc website ca bn l b sung iu hng
breadcrumb ln trang web. Breadcrumb l 1 dng navigation (tp hp cc lin kt) gip ngi dng xc
nh c v tr ca trang hin thi trong cu trc site. (http://inet.edu.vn/tin-tuc/2762/Breadcrumbs-lagi.html) Breadcrumb s cho ngi dng bit cu trc site cng nh nhng trang cp cao hn so vi
trang hin thi. y cng l ni bn t vn bn neo cha t kha tr v cc trang quan trng ca
website.
V d trang ti liu SEO offpage, s dng breadcrumb link ngc tr li trang Xy dng link,
vi vn bn neo cng l ti liu SEO offpage l t kha m trang ny ang hng ti.
120

Mt ni khc t link ni b l sidebar hay thanh bn. Trong qu kh, cc website thng t
cc link quan trng v tr ny. Ngy nay, v tr ny thng u tin dnh cho cc ni dung lin quan.
V d vi website du lch c th l im n c a thch nht hoc nhng bi bin khc
Video ny s cho bn bit cch xy dng h thng lin kt ni b hiu qu nht:
http://moz.com/blog/smarter-internal-linking-whiteboard-friday
Nhng iu cn trnh khi xy dng h thng lin kt ni b
Chng ti xin lit k vi li thng gp khi lm lin kt ni b:
S dng a ch URL tng i thay v a ch tuyt i, c th

o
URL tng i: <a href="contact.html">Contact</a>
URL tuyt i: <a href="www.vietmoz.net/contact.html">Contact</a>
Khi a ch URL ca mt trang web thay i, khng thay i link tr n trang web
Lm link tr nn v hnh trc my tm kim do s dng JavaScript.
Relative vs Permanent URL paths

ng dn tng i v ng dn tuyt i
ng dn tng i l ng dn ch s dng mt phn a ch URL lm link, c th l phn pha sau
www.domain.com. Link lc ny s trng nh sau:
<a href="/my-page-link">Vn bn neo</a>
Thay v
<a href="http://www.domain.com/my-page-link">Vn bn neo</a>
Tt nht bn nn s dng a ch URL y lm link v n gip my tm kim d dng ln theo
link v t khm ph ni dung lin quan. V nu chng may ni dung ca bn b ai copy v
a i ni khc, th thng qua ng link y trong ni dung, Google cng nh ngi dng c th
bit ngun gc ca ni dung l t u, ai l tc gi l ngi ch ch thc ca ni dung .
Khi a ch URL ca trang web thay i, khng thay i cc ng link tr n trang web
S dng chuyn hng 301 chuyn hng t a ch URL c sang a ch mi s gip bo ton
90% sc mnh link. Vi cc link tr t bn ngoi, nh th ny l . Nhng vi cc link ni b th sao.
Bn hon ton c th thay i chng! Vy th hy t cp nht link ni b m bo c c 100%
sc mnh link thay v ch 90%.
Vic cp nht lin kt ni b kh hay d l ph thuc vo nn tng website. Tuy nhin, n li rt
n gin vi nhng ngi thit k web, nhng ngi quen lm vic trn c s d liu.
121

Lm n link do s dng JavaScript
Nh bn bit, trc y b tm kim khng th d qut v c c nhng ni dung trong
JavaScript. Mc d ngy nay thc t ny thay i, nhng thc t l link trong JavaScript s khng
truyn c mt cht sc mnh no trang web ca n. Do , chng ti khuyn ngh, bn khng nn
t link cng nh cc ni dung quan trng vo trong JavaScript.
Bi tp:
Tm mt website s dng iu hng breadcrumb. iu hng ny c li ch g vi SEO cng

nh ngi dng?
Tm mt trang web t link trn sidebar. y l link tnh hay ng?
122
Bi 6: iu khin cc my tm kim
Trong bi ny bn s hc v
Nhng cu lnh ph bin dng trong th meta robots
Loi tr tham s trong Webmaster Tools
Robots.txt
Vic ngn chn my tm kim truy cp vo nhng ni dung bn khng mun chng truy cp v lu
d liu cng quan trng nh vic m bo my tm kim c th truy cp mi ni dung quan trng trn
trang web ca bn. Tt c cc cng ty tm kim ln u tun th theo tiu chun ngn chn my tm
kim (giao thc hot ng ca robots) (http://en.wikipedia.org/wiki/Robots_exclusion_standard), c
ngha rng trc khi tm hiu ni dung website, chng s tm n file robots.txt, c ni dung
xem chng c th gh thm khu vc no trn website. s dng hiu qu cc cng c ny, bn cn
hiu bit nht nh phn bit s khc nhau gia d qut v lu d liu.
Meta name=robots
Index,follow
Mc nh tt c cc trang trn website u nhn thuc tnh l index,follow. N c ngha l b
sung, lu tr trang ny vo c s d liu v ln theo nhng ng link trn trang ny nu nhng ng
link ny khng b t thuc tnh nofollow.
V l mc nh nn bn khng cn chn tag meta ny trn trang web. Tuy nhin mt vi loi CMS
s t ng chn tag ny vo code. Cu trc HTML ca thuc tnh ny l:
<META NAME="ROBOTS" CONTENT="INDEX, FOLLOW">
Th ny c t trong 2 th <head> v </head> ca mt trang web, khi xem code ca mt trang
web HTML bt k, bn s thy code ca n tng t nh mu di y:
<html>
<head>
<title>Tn trang</title>
<META NAME="ROBOTS" CONTENT="INDEX, FOLLOW">
</head>
Noindex,Follow
c tiu bn cng hiu, noindex c ngha l chng ta yu cu my tm kim khng lu d liu
trang web ny (mc d chng c th d qut n). Follow cho my tm kim bit chng ta mun chng
ln theo nhng ng link trn trang web ny. Thit lp ny c bit ph hp khi chng ta khng mun
my tm kim xp hng nhng trang web ny nhng chng ta cn my tm kim d qut v khm ph
nhng trang web khc m trang web ny ang t lin kt tr ti. Khi chng ta c qu nhiu thng tin,
sn phm hoc dch v m cn phi phn chia thnh nhiu trang web, chng ta thng s dng thit lp
ny. Cu trc HTML ca thuc tnh ny l:
123

<meta name="robots" content="NOINDEX, FOLLOW">
Noindex,NoFollow
Th ny rt him khi c s dng. Thng thng bn mun b tm kim ln theo tt c cc lin
kt trn trang web k c khi bn khng mun trang web xut hin trn bng kt qu tm kim. Lu
rng, k c khi mt trang khng c index khng c lu vo CSDL ca Google, n vn c th
truyn link juice (hay sc mnh ca link). D vy, c mt vi trng hp m bn s mun s dng
thuc tnh noindex,nofollow. V d, nu tt c cc lin kt trn trang u tr n nhng ni dung
trng lp, hoc nu ni dung do ngi dng vit ra v cha qua kim duyt v do c th b lm
dng cho mc ch xu, bn s mun noindex, nofollow tt c nhng trang ny.
Mt ch cui cng v vic s dng th Meta robots. Mc nh, meta robots p dng vi tt c cc
loi robots. Nu bn ch mun chn mt hoc mt vi loi robots c th no , bn c th thay th
robots bng tn ca con b tm kim m bn mun chn. V d, bn mun googlebot khng index
trang web nhng follow theo tt c cc link trn trang web , hy s dng cu trc sau:
<meta name="Googlebot" content="INDEX, FOLLOW">
Trang web di y lit k tn ca tt c cc loi b tm kim: robotstxt.org
Ci t Webmaster Tools
B cng c qun tr Web ca c Bing v Google (Webmaster Tools) gi y c chc nng gip bn
hng dn Google cch x l vi cc trang web c cha tham s, th m trc kia c th gy nhm ln
vi my tm kim. Chi tit bn c th tham kho di y:
Google Webmaster Tools
Truy cp vo ti khon Google Webmaster Tools ca bn, click vo Configuration sau l
URL Parameters nh hnh di y:
124
Bing Webmaster Tools
Robots.txt
File robots.txt l mt loi file vn bn, con ngi c th c hiu c, v c t th mc gc
ca website, do vy my tm kim c th d dng tm thy v hiu c ni dung ca n. V tr ca file
ny thng thng t ti, v n dng chn b tm kim khi d qut v lu d liu trn website ca
bn.
Cu cui cng ny l cu rt quan trng m ti cn phi nhc li mt ln na. Nu bn chn mt
a ch URL, tt c cc th mc con v cc trang web trong th mc ny u b chn. My tm kim s
hon ton b qua nhng trang ny cng nh tt c nhng link nm trn chng. C th, bt k thit lp
meta robots no m bn hc c trn cng s b b qua.
nh dng c bn ca Robots.txt
nh dng c bn ca file robots.txt l
User-agent: *
Disallow: *
Sitemap:
Nhng phn chnh l:
User-agent: y l v tr m bn in tn ca con b tm kim m bn mun iu khin. Nu bn
mun chn tt c cc loi b, ch cn thay tn ca chng bng k t i din l *. Khi dng lnh s
c dng: User-agent: *
Allow: y l ni bn in a ch nhng trang web bn mun index. Nu bn mun chng index
tt c cc trang web trn website, s dng du xc trc /, hoc bn c th n gin trng chng.
125

Disallow: y l ni bn in a ch nhng trang web m bn mun chn b tm kim truy cp
vo. V dum, nu bn khng mun b tm kim d qut v lu d liu khi vc Admin, hy t /admin.
Khi ta c cu trc nh sau: Disallow: /admin. Cu lnh ny s chn tt c cc files trong th mc
Admin. C th nhng a ch sau y s b chn truy cp : http://www.domain.com/admin/login or
http://www.domain.com/admin/secretfile.
Lu rng, mi a ch URL hoc tn th mc phi c t 1 dng ring.
Sitemap: y l ni bn t a ch ca file sitemap.xml. V d
Sitemap: http://www.domain.com/sitemap.xml.
Nh bn bit, bn c th s dng nhiu sitemap trn mt website tin qun l. Bn c th
tham kho danh sch cc sitemap ca CNN ti y : CNNsrobots.txt. Nh bn thy h c sitemap dnh
ring cho mc tin tc (News) v sitemap ring cho Video.
Kim tra File Robots.txt trong Webmaster Tools
Webmaster Tools h tr bn kim tra cu trc ca file robots.txt, m bo bn khng chn nhng
trang quan trng, v d Trang ch.
lm iu ny, Vo Crawl => Blocked URLs trong Webmaster Tools
S dng 2 hp di y (di danh sch sitemap), bn c th chnh sa file robots.txt trc khi lu
n li. Lu kim tra li mt ln na trnh trng hp cc trang web quan trng b chn.
126
Nu bn mun xem quan im ca Google v vic chn b tm kim, gh thm bi vit ny

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=93708
Bi tp:
Nu nhng khc bit chnh gia th meta robots v file robots.txt
127
Bi 7: Gii thiu v Faceted Navigation iu hng nhiu chiu

Trong bi ny, bn s c hc v
iu hng nhiu chiu l g?
Vn ln nht m my tm kim gp phi vi iu hng nhiu chiu?
Lm sao khc phc nhng vn ny?
iu hng nhiu chiu l g?

iu hng nhiu chiu rt ph bin trn cc trang web thng mi in t, ni phn ln cc sn
phm c phn loi da trn nhng tiu ch khc nhau, hay nhng chiu khc nhau. iu hng nhiu
chiu cho php ngi tm kim tm ra sn phm hoc dch v nh p dng mt hoc nhiu b lc, v
kt qu tr v
Ngi dng rt thch iu ny, v h thng iu hng ny cho php vic thm, bt nhiu loi tiu
ch tm kim khc nhau v ngay lp tc nhn c kt qu tng ng. Thng thng, khi mua hng,
tm l ngi dng s nh sau:
1. Ti mun mua mt chic in thoi
2. Ti nghe ni Samsung c nhiu mu m p, ti s chn mt chic Samsung
3. Ti thng chi game v xem phim. Ti cn mn hnh ti thiu 5
4. Ti hay lt web. Ti cn chic in thoi h tr Wifi
5. Ti khng c nhiu tin, ti ch c th chi ti a 10 Triu.
V d v iu hng nhiu chiu, bao gm c chiu lin tc (gi) v chiu gin on (hng sn
xut)
y l b lc tiu ch ca ngi khc hng :
128

V y l kt qu m h nhn c:
iu hng nhiu chiu c nhc im g khng?

iu hng nhiu chiu c rt nhiu u im v n gip ngi tm kim d dng v nhanh chng
tm ra sn phm v dch v m h mun.
Khng may, vi my tm kim, n c mt s nhc im nh sau:
It is easy to create spider traps of endless crawl-paths through the addition and removal of facets
N khin my tm kim bi ri v ri vo m cung khng li thot do vic thm bt v g b

cc tham s tm kim hay cc chiu
Vic tm kim theo chiu c th gy ra trng lp ni dung. V d, danh sch nhng my laptop
c kch thc mn hnh 15 v gi di 18 triu c th hon ton ging vi danh sch cc my
tnh c mn hnh di 15, gi di 18 triu v c h tr HDMI
It is easy to specify systems that are hard to crawl or index because the compelling user
experience of live updating, AJAX and complex JavaScript can easily ignore simpler crawl
paths
Nu mt website s dng iu hng nhiu chiu v gy kh khn cho my tm kim th vic khi
phc li s thn thin ca n vi my tm kim l mt nhim v v cng kh khn. Chng ta s i su
tm hiu nhng bin php gii quyt mt phn vn ny nhng bi sau. By gi, chng ta hy
tp trung vo nhng k thut gip ti u iu hng nhiu chiu ngay t u:
How do I mitigate the potential search engine issues?
Vy lm th no tho g nhng kh khn m my tm kim gp phi vi loi iu hng ny?
Cch d nht l chn b tm kim. m bo nhng chiu bn quan tm khng b chn, my tm kim
c th thu thp mi ni dung trn website ca bn. Gi cho URL n gin, m bo n l text links
thng thng khng ph thuc vo JavaScript hoc cc tham s khc (nh phin), nu bn mun xut
hin trn bng kt qu
Di y l hng dn ti u iu hng nhiu chiu ca chng ti (http://a2.distilledcdn.com/wpcontent/uploads/2012/08/Faceted-Navigation-Cheat-Sheet.pdf):
129
V cn bn, bn cn ti u m bo s chiu cn thit. Cng nhiu chiu, vic tm n mt sn

phm c th cng n gin. Bn cnh , v c nhiu tiu ch lc nn s lng sn phm hn ch,
trang web s ngn v bn khng phi phn trang.
130

Mt quy tc vng nhng thng b b qua l d cc tiu ch tm kim c b sung theo th t no, th
vi cng mt b tiu ch, kt qu s tr v duy nht 1 a ch URL. C th, thm tiu ch kch thc
mn hnh sau tiu ch kch thc cng s tr v cng mt a ch URL nu ta thm tiu ch kch thc
mn hnh trc. Vi ngi thit k Web, y l mt thch thc khng nh v rt kh iu chnh mt
cu trc tn ti. Bn cnh , cn m bo mt a ch URL p, c cha t kha cn hng ti:
V d:
a ch URL tt: /may-tinh-bang/samsung/android/duoi-10-trieu
gim nh nh hng ca nhng h en do vic s dng iu hng nhiu chiu em li cng nh
cc ni dung trng lp v s si kt qu ca vic p dng qu nhiu tham s tm kim, chng ti khuyn
co nn xc nh iu kin chn b tm kim. C th, bn nn cho php b tm kim truy cp vo bt
k kt qu no cha 2 hoc 3 tiu ch tm kim v chn bt k kt qu no cha t 4 tiu ch tr ln
bng cch s dng file robots.txt hoc th rel=noindex.
Nh Mike ni trong bi vit di y, vic ny c th thc hin bng cch chnh sa file robots.txt
nh sau: (http://moz.com/blog/building-faceted-navigation-that-doesnt-suck)
User-agent: *
Disallow: /*crawl=no
V sau :
To ra nhng lut pha server m s nh ngha khi no nn thm thuc tnh crawl=no vo a ch
URL. Nu theo tiu ch trn, bn s b sung crawl=no t chiu th 3 tr i.
B lc
Nu h thng qun l ni dung (CMS) ca bn khng th to ra URLs vi vn bn neo, bn nn chuyn
sang s dng b lc. My tm kim khng th d qut b lc, c bit trn cc website thng mi in
t, ni bn c th thu hp phm vi tm kim bng cch t thm cc tiu ch lc. Nu b lc t to thm
cc tham s trn a ch URL (khng phi tt c u lm vy), chng ta c cch chn cc a ch ny
nhm m bo chng khng b index.
131

B lc thng c s dng trn cc site thng mi in t v bt ng sn. Di y l mt v d:
Bn c th tham kho thm v cch ti u dnh cho cc website thng mi in t qua video di
y: http://www.youtube.com/watch?v=Md5oAgVv3zs
Cc ti liu tham kho khc
http://moz.com/blog/information-architecture-faceted-navigation-duplicate-content-oh-my
http://moz.com/blog/building-faceted-navigation-that-doesnt-suck
Trong gio trnh nng cao, bn s c hc thm v:
Phn trang
Nhng cch khc nhau gip chn b tm kim
Making facet pages richer
Discrete versus continuous facets
Phn loi v lc
Bi tp:
Gh thm trang mediamart.vn, xem cch h s dng iu hng nhiu chiu trn Website.
xut mt vi gii php gip trang web thn thin hn vi my tm kim?
Phn on cc hng trong iu hng nhiu chiu mang li li ch g?
132
Bi 8: Cu trc cc website quc t

Trong bi ny bn s c hc v:
Cc vn then cht cn lu khi tin hnh cu trc phin bn quc t cho trang web ca
bn
Nhng li ph bin trong qu trnh trin khai cu trc website quc t
Tng quan
Cu trc website quc t thng khng c nhiu khc bit so vi cc cu trc thng. Do , bn ch
cn ly gn nh ging ht cu trc website ca phin bn trong nc p dng vo phin bn quc t.
C th s phi c mt s thay i nh cho mt s website, nh thay i v chng loi sn phm, hng
mc, nhng cu trc tng quan ca website phi ging tng t nh cu trc website chnh.
S khc bit chnh y l trang ch quc t s phi t di trang chnh. iu c ngha l trang
s c t link tr v hn so vi trang chnh.
C mt iu quan trng cn phi lu rng bn ang nhm n th trng nc ch khng phi l
vn ngn ng. V vy bn cn phi c mt mc quc t ring trong website cho tt c cc nc th
trng mc tiu.
Nhng iu cn ghi nh:
Nn gi nguyn cu trc thng tin ca site gc v p dng ton b cho trang web chnh
S lng link tr n trang web quc t s t hn so vi trang web chnh trong nc
Bn ang nhm n th trng nc ch khng phi ngn ng
M rng
C ba phng php cn bn gip cc site quc t c th m rng:
S dng cc TLD (v d: example.co.uk, example.de, example.com)
S dng subdomain (v d: uk.example.com, de.example.com)
S dng subfolder hoc ch dn (v d: example.com/uk, example.com/de)
Nu bn d kin s dng nhiu ngn ng ca cc nc khc nhau trn mt trang web, chng ti khuyn
ngh bn nn s dng subfolder (v d: example.com/uk, example.de). iu cho php s lng link
ti a c th i qua tt c cc site. S c thm rt nhiu kh nng ccTLDs (v d nh example.co.uk,
example.de) tip cn vi ngn ng ca nc gn hn. Bn nn s dng phng php ny nu cng
ty c mt i ng marketing ring bit v c ngun nhn lc thc hin ng thi nhiu chin dch
khc nhau.
Cc cng c tm kim c xu hng t nh gi cao cc trang vi subdomain hn cc trang s dng
domain chnh. Thng thng, cc cng c tm kim coi subdomain hon ton c lp, tch bit vi
domain chnh.
C th thy rng hin ti subdomain cng mang li rt nhiu gi tr hn trc, tuy nhin vn cha
th bng domain chnh.
133
Lin kt vi phin bn quc t

Trang ch quc t dnh cho cc quc gia khc nhau cn c kt ni vi tt c cc trang trn site ca
bn, nhm tng thm nhiu lin kt n phn mc quc t. Nu bn ch c di 5 phin bn quc t cho
site ca mnh, bn nn c lin kt trc tip n trang ch ca mi phin bn ny c u trang v cui
trang.
Nu bn c t 5 phin bn tr ln, bn nn c lin kt ti 4 trang ch quc t v lin kt ti trang ca
mt quc gia chn; t trang , bn nn t lin kt ti tt c cc phin bn quc t khc. Vic ny
s gip to ra nhng ng dn cho php cc cng c tm kim c th truy t domain chnh n cc
phin bn quc t ca site . V l do thm m v s phn b dng lin kt, chng ta ch nn t lin
kt ti 4 phin bn khc ca trang web. Giao din trang web ca bn s rt ri v khng p mt nu
bn t lin kt n 10 phin bn khc nhau trn u trang. Thm na, vic ny s lm gim bt lng
phn b lin kt tr n ca mi trang trn trang web ca bn. Nh vy l ch cn t lin kt ti 4 phin
bn khc nhau, bn bo ton c lng phn b lin kt i qua URLs v gip giao din trang web
c r rng, bt mt hn.
Nhng iu cn ghi nh:
Nn t lin kt u hoc cui trang nu bn ch c di 4 phin bn quc t cho trang web ca mnh
Nu bn c trn5 phin bn quc t, bn nn t lin kt ti 4 phin bn khc v trang ca mt nc
chn
Nhng li ph bin:
Mc ny s cp n mt s li thng mc phi trong qu trnh tin hnh thit lp cc phin bn
quc t. Mc d nhng li ny c nhiu ngi n v c gng trnh, nhng vn c th mc phi
v ng nhin n s khng mang li li ch g cho cng vic SEO.
La chn quc gia lm trang ch
Mt s trang web phc v i tng khch hng, ngi c t nhiu quc gia khc nhau thng cho
php ngi dng la chn quc gia ca mnh lm trang ch (v d: distilled.net/). T ngi dng s
vo c trc tip phin bn ca nc mnh chn. iu ny s gip s phn b lin kt gia tt c
phin bn ca trang web c hiu qu, tuy nhin c mt thc t l khng phi tt c th trng cc
nc u ging nhau v ng u, dn n s lng lin kt n phin bn chnh ca trang web (th
trng chnh) s b gim ng k. Trang ch ca phin bn chnh ny cn c hin th ngay th mc
gc (v d: distilled.net).
Li JavaScript khi la chn quc gia
Trong mt s trng hp, ng lin kt cho php la chn quc gia c m ha trong JavaScript.
iu ny s gy kh khn v cc cng c tm kim thng khng c kh nng x l lin kt trong
JavaScript. Google cng cp n vn trong thi gian gn y, v cng c nhiu kin ngh
ci thin. Mc d c th cc cng c tm kim s ci tin cng ngh v c kh nng c c ni dung
trong JavaScript, vn c rt nhiu ri ro khi m ha (code) cc iu hng chnh v cc dng lin kt
chnh vi JavaScript.
Cho php la chn thay i ngn ng quc gia
134

Thng thng, trn cc dng u tin ca trang web thng cung cp mt menu cho php ngi dng
c th thay i ngn ng. Tuy nhin iu ny li l mt vn v cc cng c tm kim khng th x
l menu ty chn ny. Do , cc cng c tm kim khng th truy theo mt cp bc mong mun l t
trang chnh ri mi qua cc phin bn quc t ca trang web, gy cn tr dng lin kt n cc phin
bn quc t.
t cc lin kt No-followed (khng c ngi truy cp) i vi cc phin bn quc t
Trong mt s trng hp, phin bn quc t ca mt trang web vn c lin kt tr n, tuy nhin b
ri vo tnh trng No-followed. N gip cn tr vic sao chp ni dung (thng l i vi cc quc
gia khc nhau nhng s dng cng mt ngn ng nh Anh v Hoa K)
C th trnh tnh trng sao chp ni dung bng cch bin son li ni dung v ch r trn Google
Webmaster tool rng n nhm n mt quc gia khc. Nu mun gi li ni dung, thay v vo mc
No-flollowed, bn nn block ton b th mc vi file robots.txt.
t ch nhn din quc gia (Auto Detect Country)
Mt phng php ph bin l ci t nhn din quc gia da vo a ch IP ca ngi dng v kt ni
h n phin bn ngn ng cn dng. Mc d vic ny c th c lm cn thn, tuy nhin ci t ni
dung, ngn ng da vo a ch IP c th khng ng nht v hn na, ngi dng c th yu cu phin
bn khc nhau ca cng mt ni dung.
Cch tt nht l nh v ngi dng thng qua a ch IP ca h, v hin th popup (nu h n t cc
quc gia khc v khng dng trang web chnh), ni dung popup c th vit nh sau: Ban ang truy
cp trang web ca chng ti t quc gia X, hy click vo y nu bn mun truy cp vo phin bn
trang web ny dnh cho nc bn. Nu bn mun truy cp vo phin bn Y ca trang web, nhn nt
thot hoc click vo y.
Lu rng cch trn y cng rt ph hp vi vic nh v cc thnh ph.
Thm ch ngay c khi ngi dng la chn quc gia, bn cng vn nn cung cp lin kt u hoc
cui trang ngi dng c th thay i nh v ca mnh.
Trang web chnh nn c load khi ngi dng truy cp vo v cn c popup gip ngoi dng la
chn quc gia thch hp. iu ny l rt quan trng v Google thng truy t a ch M, nu bn
mun load ni dung khi ngi dng la chn quc gia, Google s khng th tm ra ni dung ca bn.
Nhng iu cn ghi nh:
Lun lun hin th phin bn chnh ca website trang ch
Khng s dng JavaScript hoc menu la chn ngn ng cho php ngi dng la chn quc gia ca
mnh
Hy chc chn rng lin kt n cc phin bn quc t u ch Followed
Nu bn t nhn din IP, hy cho ngi dng la chn, v chc chn rng h c th thay i phin bn
m h ang cn.
135
Bi 9: Cng c
Di y chng ti s gii thiu mt vi cng c chnh m bn c th s dng kim tra cu trc iu
hng v m bo my tm kim c th d qut tt. y l nhng cng c hu ch m chc chn bn
nn s dng t nht mt trong s chng
Screaming Frog and Xenu
Xenu min ph v Screaming Frog c cung cp phin bn min ph h tr ti 500 URL. C 2 u l
nhng b tm kim gip bn tm ra nhng li trong c ch iu hng ca bn. Bn c th tm thy
hng dn s dng chi tit trn website ca h. bit thm v cch s dng Sreaming Frog xem bi
sau: 8 Alternative Ways To Use Screaming Frog for SEO
Tool chuyn i User Agent
Nhng tool ny gip bn tm ra nhng li trong cu trc website. Cng c s gip bn bit my tm
kim c th d qut nhng menu ng hoc kim tra xem n c th c c nhng ni dung no trn
trang web. Vi chng ti, cng c Mozbar l ngi bn khng th thiu trong qu trnh lm SEO v n
cho php bn nhn trang web ca mnh di con mt ca tt c cc loi b tm kim.
y l trnh cm rt c a dn SEO a chung v n gip bn kim tra hnh nh, d qut, v
JavaScript. Gi y n h tr c trn Firefox v Chrome as an extension.
Bi tp:
Enable/Install the Web Developer Toolbar and begin getting acquainted with its features.
Ci t Web Developer Toolbar v lm quen vi cc tnh nng ca n
Ti liu tham kho
Step by step site structure audit: http://www.distilled.net/blog/seo/do-your-very-own-sitestructure-audit/
Introduction to flat site architecture Whiteboard Friday: http://moz.com/blog/whiteboardfriday-flat-site-architecture
Nhng v d v cu trc web tt v khng tt ca Richared Baxter SEOgadget

o
Slideshow: http://www.slideshare.net/a4uexpo/successful-information-architecturerichard-baxter
Blog post: http://moz.com/blog/site-architecture-for-seo
Keyword research and site architecture: http://www.distilled.net/blog/seo/case-studydetermining-site-architecture-from-keyword-research/
Understanding
site
structure
with
Xenu
and
Excel:
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
136
Faceted navigation and duplicate content: http://moz.com/blog/information-architecturefaceted-navigation-duplicate-content-oh-my
137
CHNG
Nghin cu i th cnh tranh

Bi 1
: Gii thiu v nghin cu i th cnh tranh
Bi 2
: Phn tch mc cnh tranh ca mt t kha c th
Bi 3
: Phn tch cng ty v website i th
Bi 4
: Phn tch h thng link
Bi 5
: Competitive Link Growth
Bi 6
: Cc cng c v ti liu tham kho hu ch
Bi 7
: Cu hi kim tra kin thc
138
Bi 1: Gii thiu v nghin cu i th cnh tranh

Nghin cu i th cnh tranh trong SEO l mt cuc nh gi ton din (bao gm c im mnh v
im yu) ca i th cnh tranh vi cng ty ca bn trong th trng m bn ang hot ng. Mc
ch ca vic nghin cu i th cnh tranh l nh gi xem:
1. Website ca bn c c hi vt qua i th khng?
2. Nu c, th dng cch no va hiu qu, va tit kim thi gian v cng sc.
Bi hc ny tp trung vo m t qu trnh nghin cu i th cng nh nhng lnh vc m cng ty ca
bn nn tp trung vo.
Trong SEO, i th cnh tranh ca cng ty thuc 2 nhm chnh: trn th trng v trn bng kt
qu tm kim
i th cnh tranh trn th trng l nhng cng ty, doanh nghip bn cng mt loi sn phm nh
bn v c th kinh doanh trn mng hoc khng. H c th khng tht s ni bt trn bng kt qu tm
kim. H c th c website, nhng n c th khng c th hng tt vi nhng t kha m bn ang
nhm ti. D vy, h vn l i th ca bn. V bn phi thu thp c danh sch nhng i th mnh
nht trong nhm ny.
i th trn bng kt qu tm kim: l nhng trang web ang cnh tranh cng mt t kha vi bn,
nhng h c th khng phi l nhng ngi bn hng ging bn. V d: Bn ang SEO trong lnh vc
bt ng sn, t kha Chung c Golden Palace. y l kt qu bn s thy trn trang 1 ca Google.
Trong s 4 kt qu trn, ch c 3 ngi l i th trc tip ca bn v h cng l nhng ngi mi gii
bt ng sn. Kt qu cn li, t baomoi.com, l mt trang tin tc, h khng c mc tiu ging bn. H
l i th trn bng kt qu tm kim nhng khng phi l i th cnh tranh trn th trng ca bn.
139
Bi 2: Phn tch mc cnh tranh ca mt t kha c th

Phn tch mc cnh tranh ca t kha
Bi tp
Trong qu trnh nghin cu t kha, bn xc nh c s qua v mc cnh tranh ca cc t kha

m mnh ang hng ti. Vic ny s gip bn bit c website ca mnh c c hi dnh c th
hng cao vi t kha khng. Nu c ngn sch, bn nn s dng cng c tr ph ca Moz
(http://moz.com/tools/keyword-difficulty)
Phn tch mc cnh tranh ca mt t kha l:
u tin g vo t kha bn nhm ti v chn Run Report
Kt qu tr v l nhng thng tin hu ch lin quan n t kha , nh l s lng tm kim trong khu
vc cng nh s lng tm kim ton cu v phn trm cnh tranh ca t kha . Tuy nhin, mc
d nhng thng tin ny rt hu ch, thng tin cn hu ch hn l danh sch 10 trang web top u,
cng vi im uy tn ca cc domain v im uy tn ca trang web
140

Cng c cng cho bn bit c bao nhiu domain ang tr lin kt ti 10 website ng u . Bn xem
thng tin ny bng cch cun bng bo co xung v nhn vo ct Root Domain Linking Root
Domains,
So snh nhng thng s ny vi cc thng s trn website ca bn, v t hi mnh nhng cu hi sau:
im uy tn domain v im uy tn page ca bn c tng ng vi ca h khng?
S domain t link ti bn c tng ng vi cc website khc khng?
Quan trng hn, bn c th ci thin nhng thng s ny trong tng lai gn khng?
Bn cn bit rng: vic xy dng link i hi rt nhiu thi gian v cng sc. Tri li, nu bn vi vng
xy dng link bng nhng link cht lng thp bn c th b my tm kim ch v pht.
Sau khi xem tt c cc thng s ny, v so snh chng vi website ca bn, bn cn quyt nh xem
liu mnh c kh nng v thi gian SEO cho nhng t kha ny khng. Nu cu tr li l khng,
bn nn dnh thi gian cho nhng t t cnh tranh hn cho n khi domain v trang web ca bn
sc mnh SEO cho cc t kha cnh tranh. Bng di y cho bn bit t l click ca 10 v tr u
tin trn bng kt qu, v nhng website nm ngoi 10 v tr ny hu nh khng nhn c click no.
141
Bn cnh , bn c th kim tra trc tip trn cng c tm kim bng cch g vo t kha v kim tra
kt qu tr v thuc loi no (m bo tnh nng c nhn ha kt qu tm kim b tt). Vi nhng
cp nht gn y ca my tm kim, c bit l ca Google, kim tra trn cng c tm kim l , bn
khng cn thm cng c no khc.
Nhng cu hi quan trng bn cn hi bn thn:
Do you notice your competitors competing for the same terms?
i th cnh tranh c cnh tranh cng mt t kha vi bn khng?
C thng hiu ln no ang cnh tranh cng mt t kha vi bn?
Cc loi kt qu m bn c th thy trn kt qu tm kim
Sites that rank on the first page
Nhng website no ang ng trn trang u
C kt qu Local no khng (kt qu tr v a ch cng ty, ca hng)
Kt qu video, hnh nh
Danh mc sn phm
Tin tc
PPC
Nhng thng tin thu thp c gip bn bit c i th ang s dng hnh thc no cnh tranh
vi bn. N cng cho bn bit nhng cch khc m bn c th s dng xut hin trn bng kt qu
tm kim thay v nhng cch truyn thng nh: ti u hnh nh, videoNu bn cnh vic kinh doanh
online, bn c mt ca hng thc t phn phi v bn hng, bn nn ng k ti khon Google Places.
Tng t, k c nu t kha ca bn qu cnh tranh v bn ngh mnh khng th chen chn vo top 10
kt qu u tin, tm nhng cch khc xut hin trn bng kt qu. V d Google c nhiu loi bng
kt qu, bao gm: Google News, Google Images, Google Places, Google Store, Youtube, etc...
142

Bi tp
Chn mt vi t kha chnh v kim tra chng trn cng c keyword difficult tool ca Moz
So snh tham s site ca bn vi tham s ca i th cnh tranh trong bng tnh excel
Tm kim t kha trn Google v xem nhng loi kt qu no c tr v. Trong s ny, nhng
loi kt qu no m website ca bn c c hi t c th hng cao
143
Bi 3: Phn tch cng ty v website i th

Phn tch tri nghim ngi dng
Phn tch mng x hi

o
H thu ht khch hng bng cch no?
Chin lc vit ni dung
Phn tch SEO onsite/technical
Bi tp
Mt bc trong qu trnh nghin cu i th cnh tranh l thc hin phn tch hot ng kinh doanh v
website ca i th. iu quan trng l bn phi hiu r nhng sn phm m i th ang kinh doanh
cng nh cch h qung b sn phm ca mnh trn mng.
Khi nghin cu website ca i th, bn cn t hi mnh nhng cu hi sau:
Bn s hc c g t h?
1. Tri nghim ngi dng
2. H thng link
3. Cch h s dng mng x hi
4. Chin lc xy dng ni dung
5. Cc k thut SEO onsite
By gi chng ta s i qua tng lnh vc, v bn s bit c th hc c g t cc website i th
Phn tch tri nghim ngi dng
Hy lt web nh mt ngi dng bnh thng v lu li nhng im ng ch trn website ca h.
Tt hn hy nh mt ngi bn gh thm nhng website ny v ni vi bn h thch ci g, khng thch
ci g. Mt ngi c quan im trung lp nh vy s mang li cho bn rt nhiu kin hu ch.
Khi gh thm website ca i th, t hi bn thn nhng cu hi nh sau:
Lm th no h bin mt ngi khch gh thm tr thnh khch hng?
Vic mua hng din ra nh th no?
H dng cch no xy dng nim tin vi khch hng?
Thit k website c p khng, c cun ht khng?
Tm n sn phm/dch v mong mun c d khng?
H c ang thc hin khuyn mi hay gim gi khng?
144

Ghi ch li cu tr li ca bn. y l t liu gip bn xy dng website ca ring mnh da trn vic
hc hi nhng im mnh v khc phc nhng im yu ca cc website i th. y chnh l kt qu
m vic phn tch mang li.
Phn tch mng x hi
Tip theo, chng ta cn nghin cu cch m cc i th thu ht khch hng thng qua mng x hi.
Chng ta c th hc c nhiu iu t h, mc d khng th copy 100% cch lm ca h. Mt cng
ng tt khng th c c trong 1 sm 1 chiu. Do vy, bn cn hc tt c nhng g c th hc t i
th v sau thay i n sao cho ph hp vi hon cnh ca mnh.
Nhng cu hi bn cn t tr li:
H thu ht khch hng bng cch no?
Hy gh thm website ca h v xem:
Cng ty, doanh nghip ca h c ti khon Facebook, Google, Twitter hay khng?
H c quan tm n cng ng ca mnh khng? C thng xuyn giao tip vi cng ng

khng? H giao tip nh th no? H phn ng nh th no vi nhng li bnh lun tiu cc?
H a nhng ni dung no ln mng x hi? Nhng ni dung l ni b hay c ni dung

bn ngoi?
Ni dung ca h c c chia s khng? S dng Topsy kim tra xem chng c c chia
s trn Google+ v Twitter khng?
Ghi li tt c nhng iu trn v cui cng ln k hoch cho chnh website ca mnh.
Phn tch chin lc ni dung
y l bc rt quan trng. Thng qua cht lng ni dung bn c th bit c i th cnh tranh
dnh bao nhiu s quan tm cho website ca h. Nhng ni dung cht lng l thi nam chm thu ht
link v lu lng n website ca bn. ng thi, n gip nu chn khch hng v khin khch hng
lun nh n trang web ca bn bt c khi no c nhu cu.
Khi gh thm website ca i th, hy t tr li nhng cu hi sau :
Trang web c cho php ngi dng li ni dung khng? V d thng qua bnh lun, ng
gp kin?
Trang web c blog khng? Nu c, ni dung trn blog l g?
Blog c cng ng khng? Ni dung trn blog c c quan tm khng? iu ny th

hin qua s lng share v s lng bnh lun? Trong cc ni dung trn blog , ni dung no
l quan trng nht?
Trang web c nhng loi ni dung no? Thng thng, mt website s c nhng loi ni dung
sau:
o
Bi vit
145
Cc cu hi thng c hi
Tin tc
Hng dn
Infographics l cch dng hnh nh m t thng tin, d liu hoc kin thc vi mc
ch gip ngi c hiu nhng thng tin phc tp ny mt cch nhanh chng v n
gin.
Widgets (l mt chng trnh nh vi mt s t chc nng c th ci t v thc thi

trn cc trang web bi ngi dng)
Din n
Video gii thiu cng ty hoc sn phm
Mt v d in hnh l Zappos, trn website ca h c khong 50,000 video sn phm. y thc s l

ngun ti nguyn khng l. S rt kh i th no snh kp h v lnh vc ny.
Bit c i th s dng loi ni dung no s gip bn bit c im mnh v im yu ca h, ng
thi cho bn hng xy dng xy dng ni dung cho chnh website ca mnh.
V d: Bn mnh v loi ni dung no? loi ni dung ny bn c th hc c g t cc i th, t
im mnh cng nh im yu ca h?
Ngoi ra, bn cng nn s dng Google Alert

ay l dch v chuyn pht hiu v thng bo nhng thay i v ni dung, c cng cp bi cng ty
tm kim Google. N s t ng thng bo cho ngi dng khi c ni dung mi trn website, blog,
video hoc nhm tho lun m cha nhng cm t hoc cm t m ngi dng t trc. Kt qu s
c tr v ti khon gmail ca bn. S dng Google Alert ( http://www.google.com/alerts ) bn s bit
nhng ni dung mi m i th va cp nhp ln website ca h. Bng cch ny bn s ngay lp tc
bit c nhng ni dung h mi cho ra i cng nh nhng website nhc n i th ca bn.
146
Phn tch SEO onsite

Lu : bn c hc v ti u chun SEO v vy hy m bo website ca bn lun chun SEO bt
k i th c ti u website ca h ging cch bn ang lm hay khng? Tuy vy, bn cng nn dnh
thi gian v s quan tm xem i th c k thut sng to no m ang mang li li th cho h
khng?
Di y l vi cu hi bn nn t t ra cho bn thn:
Cu trc website ca h nh th no? N c tt cho t kha m h ang hng ti khng? B

kp: Qu trnh ny s gip bn tm thm t kha cho website, nhng t m bn cha tng ngh
ra trc y, hoc cha khm ph c trong qu trnh nghin cu t kha
How are they targeting specific keywords on their site?
Cch h b tr t kha trn website nh th no?
H c s dng t kha trong vn bn neo khng?
Are they using the keyword in their anchor text?

o
V d: Trn website vietmoz.net, t vn bn neo bn c th bit c website ny ang

mun SEO cho 2 t l hc seo v o to seo.
147
H c s dng th t kha khng? Nu c, hy xem v bn s bit h ang nhm ti nhng t

kha no?
Trong qu kh, my tm kim s dng th t kha xc nh xem ni dung trang web mun ni v
ci g? Ngy nay, chng khng cn cht gi tr no trong SEO. Tuy nhin, nhiu qun tr website do
cha cp nht kin thc mi nn vn s dng v ti u th ny. Qua vic tm hiu th ny, bn s bit
c i th mun cnh tranh nhng t kha no. D vy, bn nn tp trung ch yu vo vic nghin
cu t kha ca bn thn thay v hon ton ph thuc vo nhng t kha m i th s dng.
V d, di y l th t kha ly t website ca trung tm o to cng ngh thng tin Ipmac
http://ipmac.vn/. D trn nhng d liu ny, bn c th bit trang web ny ang nhm ti nhng t
kha nh: Qun tr mng, lp trnh vin, Cisco, Microsoft, CCNA, CCNP, CCDA, CCIE, MCSA,
MCSE, MCITP, MCITP-SA, CEH, Linux, LPI, NIIT, Networking, Security
Tng t vy, xem i th s dng t kha no trn title
Bn c th ly thng tin ny cng nh cc thng tin hu ch khc nh s tr gip ca Screaming Frog.

Bn min ph cng cho php bn d qut ti 500 URL trn 1 domain mt lc.
Mt khi vic d qut xong, xut d liu ra file Excel v copy tt c cc thng tin vo cng c
TagCrowd, cng c cho php bn to ra m my t. T y, bn c th bit c t kha no c s
dng nhiu nht trong cc title ca website.
Di y l m my t kha m t nhng t c s dng nhiu nht trn th tiu ca vietmoz.net
148
T y, bn c th thy Vietmoz.nhe ch trng vo cc t kha l SEO, Web, website, google, th

thut...
Bi tp:
La chn mt trong cc i th ca bn
Nghin cu website ca h mt cch chi tit, tm ra nhng im mnh ca h trong cc lnh

vc sau:
o
Tri nghim ngi dng
Mng x hi
Chin lc ni dung
K thut SEO onsite
Nhn vo danh sch v ghi li nhng ch bn c th hc c cng nh nhng ch bn c

th lm tt hn
Ln k hoch cho nhng g bn s lm
149
Bi 4: Phn tch h thng link

Phn tch h thng link ca i th
Hiu cc thng s v link
Bi tp
Nghin cu link ca i th l phn rt quan trng trong qu trnh nghin cu i th v n gip

bn bit c chnh xc bn s cn bao nhiu thi gian v cng sc ng u vi t kha ca
mnh. Nu nhng yu t khc l nh nhau, links chnh l v kh b mt mang n sc mnh rt ln
cho website ca bn. Do , bn cn bit mnh cn nhng g ui kp v sau vt ln trn i
th. C th, bn cn chin lc xy dng link nh th no, cn bao nhiu link, ngun ly link l t
u
Phn tch h thng link ca i th
phn tch hiu qu, bn cn bit chnh xc d liu v h thng link ca h. Bao gm: H c bao
nhiu link, link tr n t cc trang web no Mt cng c gip bn bit y nhng thng
tin ny l Open Site Explorer. Bn c th phn tch ti a 3 website mi ngy vi cng c ny. Nu
ng k thnh vin (mt ph hng thng), bn s c kim tra khng gii hn. Tng t bn cng
thu c nhng d liu tng t t 2 cng c l Majestic SEO v Ahrefs.
s dng Open Site Explorer, u tin g tn website i th vo hp tm kim v la chn
Search
To use Open Site Explorer, first type in the competitors site in the search box and select Search.
Kt qu tr v l danh sch tt c cc links tr v web bn va nhp. Lt qua danh sch link ny,
v lu nhng tn min c im uy tn cao. Trong trng hp ny, Vietmoz nhn c nhiu
link t hubspot, vkool.net v feedburner.com
150
Tm hiu xem website i th t link nh th no. Bn lm iu ny bng click vo ng link

mu xanh. T y bn c th bit r hn v cch t link ca i th t hc hi p dng cho
trang web ca mnh.
Di y l nhng ni thng dng xy dng h thng link
Th mc (th mc Yahoo! Hoc dmoz)
Vit blog hoc li bnh lun trn blog ca ngi khc
Kim link t vic ti tr cho cc t chc phi li nhun hoc cc s kin
T chc mt s kin (cc cuc gp g)
Vit bo
Hp tc vi cc t chc khc trong vic nghin cu (vit bi, t chc hi tho)
T chc cc s kin thi u hoc khuyn mi
Vi cc website thng mi in t, bn cng c th c link tr v t cc nh bn l v nh phn

phi. Cc website tin tc c th nhn link t cc hip hi nh bo
Tip theo, bn cn bit lm th no i th c th nhn c nhng link ny. H bnh lun, vit bi
trn blog ca ngi khc kim link? Nu c, hy nghin cu quy nh ca blog xem bn
c th dng chin thut tng t khng?
Vic ny s gip bn hiu su hn v cch thc marketing ca i th.
Hiu cc tham s v link ca i th
Hai tham s quan trng nht bn cn l linking root domains (LRD) S lng domain t
link website v domain authority (DA) im uy tn ca domain.
Cch lm:
151

1. Xut ra danh sch cc domain t link ti Wesite di dng file CSV
2. Trong Microsoft Excel, phn danh sch domain ny theo im uy tn ca domain. Bn c th

tham kho hng dn s dng Excel cho mc ch SEO ti y http://www.distilled.net/excel-forseo/
3. To th v so snh gia website ca bn v cc website i th
Mc ch ca vic phn chia d liu l ch ra s khc bit v backlinks gia website ca bn v cc

i th. T y bn bit mnh c cn thm link khng hoc c cn thm link t cc domain c DA
cao khng? Ni chung, phn ln links tr n trang web ca bn nn n t cc website c DA gia
20 v 40. V phn ln website trn mng c DA trong khong ny. Bn c th thy r iu ny qua
th trn.
Gi s, ng xanh l cy i din cho website ca bn. Qua th anyf bn c th bit mnh nn
c k hoch xy dng link nh th no. Trong trng hp ny, r rng rng bn cn tng thm link
t cc domain c bit link t cc domain trong di DA 20-40.
Ngc li, nu ng ca bn l ng xanh da tri, bn cng cn thm nhiu link t di DA 2040 theo kp i th mu . Tuy nhin bt kp h, bn cng cn thm nhiu link na t c
domain c im uy tn cao (DA t 70-100). Ni chung, domain c im uy tn cng cao th cng
kh ly link
152

Bn cng lu ly ra danh sch cc domain m i th t link v ri a chng vo k hoch xy
dng link ca bn. Lu loi b nhng domain m bn t link . y l danh sch ban u
v bn khng nht thit phi ly link t chnh domain . Mc ch quan trng nht ca list ny l
cho bn ci nhn tng quan v nhng loi website s sn sng cung cp link cho bn. V d, nu i
th c 10 link t cc website c DA 30, bn cng cn t mc tiu kim c t nht 10 link t cc
website c DA 30.
Nghin cu i th gip bn bit c chnh xc thi gian, cng sc cng nh cc bc cn thit
bn c th c c th hng cao cho t kha mc tiu.
Bi tp
thnh cng, bn cn hiu r cc ngha ca cc tham s cng nh bit cc bc cn thit
vt qua i th trn bng kt qu
1. La chn 2 i th: Mt ngi ang ng top v s lng link v mt ngi khc c s link
tng ng vi bn
2. So snh cc thng s v link ca bn vi 2 i th cnh tranh Bn cn bao nhiu link ui
kp h? DA trung bnh ca cc link cao hay thp?
3. Nu bn ang ng trn i th, kim tra tc tng trng link ca h - Bn c cn tng tc
xy dng link khng?
4. Xut d liu ra file Excel v to ra th so snh gia bn vi cc i th?
153
Bi 5: Competitive Link Growth

Trong bi ny bn s hc v:
Lm th no o tc tng trng link
How to learn from link growth
Cui cng, rt hu ch nu bn bit i th xy dng link bng cch no? c bit vi nhng i th
mnh nht ca bn, nhng ngi ang ng top trn bng kt qu tm kim. C th, bn cn bit chin
thut xy dng link ca i th: C phi h c xy dng u u, lin tc, chm m chc? H mt bao
lu xy dng h thng link?
Khi bn xy dng link tr ti website ca mnh, nhng thng tin ny chnh l ng lc gip bn tip
tc n lc xy dng link (bn cn bit xy dng link l mt cng vic kh khn, i hi rt nhiu thi
gian v cng sc), ng thi bn cng c th bit mnh c ang p dng ng chin thut hay khng?
Lm th no o lng tc xy dng link
Mt cng c gip bn bit lch s xy dng link l Majestic SEOs Backlink History. Phin bn cho
php bn so snh lch s xy dng link ca t nht 5 website.
th pha trn cho bn bit tng s lng link tr n website theo thi gian di, trong khi
th pha di tr v s lng domain tr n website.
Mt khi c nhng d liu ny, bn c th bit c xu hng xy dng link m cc website
khc s dng v xem bn c th hc c iu g t . V d, i th c th u t cho mt chin dch
marketing honh trng, th s em li s tng trng t bin v s lng link, hoc h c mt chin
dch link bait hiu qu. Ngc li h c th ang thu mt dch v SEO r tin nhm xy dng mt h
thng link km cht lng. Bn chc chn khng nn hc theo h trong trng hp ny, nhng t nht
bn cn bit iu ny.
Nh tp trung vo nhng im mnh ca i th v ghi ra nhng im m bn cn hc t h.
Bit nhng k thut no l xu trnh xa cng quan trng khng km.
154

Bi tp:
ng k ti khon ti Majestic SEOs Backlink History v thc hin phn tch backlink ca
bn cng nh ca i th cnh tranh
155
156
Bi 6: Cc cng c v ti liu tham kho hu ch

Theo di th hng ca i th cnh tranh
Xc nh nhng t kha tt nht
Ti liu b sung cho vic nghin cu t kha
C mt s cng c gip bn trong vic nghin cu t kha, nh theo di th hng website ca bn so

vi i th cnh tranh cng nh tm ra t kha no tt nht, mang li lu lng truy cp nhiu nht n
website ca bn v ca i th.
Theo di th hng t kha
Mt vi cng c gip bn theo di th hng t kha ca website:
http://authoritylabs.com/
http://www.advancedwebranking.com/
http://ranktracker.moz.com/
http://tools.seobook.com/firefox/rank-checker/
s dng nhng cng c ny, to ti khon, thm tn website v t kha tng ng, v cc cng c
trn s t ng tr v v tr ca trang web trn bng kt qu tm kim.
Xc nh nhng t kha tt nht
SEM Rush: y l cng c tr tin, gip bn xc nh t kha quan trng nht, t kha s mang li lu
lng ln nht cho c website ca bn v i th.
Bn c th tm hiu thm thng
http://www.semrush.com/video.html#video_1
tin
cng
hu
ch
ny
ti:
Nhng ti liu hng dn nghin cu t kha b tr
Raven Tools: SEO Competitor Analysis Checklist: http://raventools.com/blog/seo-competitoranalysis-checklist/
Guide to Competitive Backlink Analysis by Justin

http://moz.com/blog/guide-to-competitive-backlink-analysis
Advanced posts on anchor text backlink analysis by SEER
Briggs
on
SEOmoz:
How are They Beating You? - http://www.seerinteractive.com/blog/how-are-theybeating-you-quick-seo-analysis-tools-part-1/
Competitor
Backlink
Analysis
in
Excel
http://www.seerinteractive.com/blog/competitor-backlink-analysis-in-excel/
Bi 7: Cu hi kim tra kin thc

Lit k 5 lnh vc bn cn ch trn website ca i th?
Technical / on-page SEO
User Experience
Social Media
Content Strategy
Link Building
Lit k 4 thng s m bn cn s dng phn tch h thng link ca i th?
PageRank
MozRank
Domain Authority
Page Authority
Cng c no gip bn phn tch lch s xy dng link ca i th?

Majestic SEO
Bn s dng cng c no phn tch mc cnh tranh ca t kha?
Moz keyword difficulty tool
Ti liu tham kho
SEOmoz's Guide to Competitor Backlink Analysis
Raven Tools Guide to Competitive SEO Analysis
Competitor Analysis in 60 seconds
Bn cn ti khon Google v lu n li trc khi s dng cng c di y. c README

nu cn s tr gip:
Competitor DiscoveryTool (US Version) by Distilled
Competitor Discovery Tool (UK Version) by Distilled
157
CHNG
Phn tch link

Bi 1
: Gii thiu v phn tch link
Bi 2
: uy tn v gi tr ca trang lin kt
Bi 3
: Mc lin quan v ni dung
Bi 4
: Vn bn neo
Bi 5
: S lng v cht lng link
Bi 6
: c im ca link xu
Bi 7
: Cng c phn tch link
Bi 8
: Hi p
158
Bi 1: Gii thiu v phn tch link

Bit c th no l mt link cht lng l iu ti quan trng trong vic xy dng link. Bit nhng
yu t gp phn nng cao cht lng link s gip bn ti u ha h thng link hin c ng thi trnh
vic lng ph thi gian vi nhng link cht lng thp v ri ro.
Gi tr link c th xc nh bng:
uy tn ca trang v domain ni t link
V tr ca link v link c nm trong ni dung bi vit khng
Vn bn neo ca link l g
Loi link, link nm trong bi vit hay li bnh lun
c thm: How Search Engines Can Judge the Value of a Link

2 cch kim tra nhanh gip bn xc nh gi tr ca link:
Nu link d kim, n chc chn khng phi l link nhiu gi tr, hoc nu c th gi tr
cng khng duy tr c lu
Nu mt link mang li nhiu lu lng truy cp, chc chn l mt link gi tr
Nhng cu hi m bn c th t tr li khi hc xong bi ny:
Loi link no bn nn c v khng nn c trong h thng link ca mnh?
Chng ta c th bit gi tr ca domain v trang bng cch no?
Cch ti u vn bn neo ca lin kt?
Nhng link v k thut xy dng link no m bn nn trnh?
159
Bi 2: uy tn v gi tr ca trang lin kt
Ti sao phn tch link li quan trng n vy
Cc yu t no c dng phn tch link
PageRank v Toolbar PageRank
a dng ca link
Ti sao link li quan trng n vy

Bit c gi tr link s gip bn bit cn u tin ly link u, t gip tng cao hiu qu ca
vic xy dng link. ng thi nghin cu link cng gip bn hiu v phn bit c chin lc xy
dng link ca cc i tng khc nhau bao gm: Cc website dn u, cc i th cnh tranh, nhng
ngi spam v innovative marketers
Ban u
Google to ra mt thng s gi l PageRank (http://en.wikipedia.org/wiki/PageRank) xc nh
tm quan trng uy tn ca mt website so vi cc website khc trong th gii web.
PageRank l mt thut ton phn tch Link, t theo tn ca Larry Page, mt trong 2 ngi sng
lp ln Google. PageRank c s dng bi my tm kim Google, l thng s xc nh tm quan trng
ca mt website so vi cc website khc trn th gii Web.
Mt lin kt n 1 trang web cng ging nh mt phiu bu. PageRank ca mt trang ph thuc
vo s lng link tr n trang , cng nh PageRank ca ca cc trang t link (backlink). Mt trang
c link ti bi nhiu trang c PageRank cao th t nhin s c PageRank cao. Nu khng c links
no tr ti website, chng t website khng uy tn
Sau :
Nhng ngi qun tr website bt u tm cch thao tng bng kt qu tm kim bng cch mua bn
link. iu ny c ngha, bit c mi quan h thc s gia cc link (quan h mua bn, trao i, hay
t nguyn) (ever evolving array of link strategies), Google cn phi nghin cu su hn thay v ch da
vo link.
Vy Google lm th no?
mang li nhng bng kt qu cht lng, Google da vo 1 yu t l lin quan
(relevance). Cc link cht lng phi n t nhng website lin quan. V d, khi mt t chc uy tn nh
bo Lao ng, Nhn Dn n mt trang web, khng cn gh thm bn cng bit l mt trang web
uy tn, cht lng, ni dung c bin son bi nhng nh bo dy dn v c uy tn. Lin kt ny chnh
l tn hiu vi Google rng h c th tin tng ni dung ny.
Nhng yu t no s c xem xt?
C mt vi yu t chnh m Google s quan tm khi nh gi cht lng ca 1 link:
Link n t domain no?
160
Link t trn trang no?
Link c t v tr no trn trang?
u tin, bn phi hiu c gi tr ca domain v trang web. Thng s tt nht gip bn bit c
mt domain c gi tr khng, c uy tn khng l:
Google PageRank (PR) v SEOmoz mozRank (mR): C 2 tham s u o lng uy tn ca
link t mt trang web theo thang s logo, m c lp vi th hng t kha. Do bn cht ca thang s
loga, s khng d dng g tng hng. V d, tng PageRank (hoc mozrank) t 4 ln 5 s kh gp
8 ln tng t 3 ln 4 (about 8 times harder). Lu rng, PageRank m chng ta ang nhc ti y l
PageRank ni b (internal), l gi tr PageRank m Google s dng. Ngi ngoi Google khng th
bit c con s ny. Chng ta s tho lun s khc bit gia gi tr ny v gi tri PageRank m bn
thng thy trn toolbar trong nhng phn sau.
Biu di y minh ha mt thang loga. Gi s, trc Y i din cho PageRank hoc mozRank
v trc X l gi tr ca link (xc nh da trn s lng v cht lng link). rng tng PageRank
hoc mozRank t 0 ln 1 bn cn tng 10 gi tr trn trc X (t 0 ln 10). Nhng tng t 1 ln 2 bn
cn tng 90 gi tr trn trc X (t 10 ln 100)
y l hnh minh ha, v khng hn hon ton chnh xc vi cng thc m Google hay Moz s
dng.
Thng thng cc website c ch s PR/mR t 3 n 4. Nhng website
http://www.nhandan.com.vn/ (8), http://vnexpress.net/ (7), c ch s cao hn. Website c PR/mR 10
nh http://www.hhs.gov/, http://europeana.eu/ hay http://www.usa.gov/ l nhng website mnh nht
trn th gii web.
161

PageRank v. Toolbar PageRank
Nh chng ti ni c 2 loi PageRank khc nhau, toolbar PageRank v internal PageRank. Gi
tr PageRank m chng ti nhc t u bi n gi l internal PageRank. Toolbar PageRank l gi tr
xp x ca internal PageRank. Khi Matt Cutts c hi v internal PageRank, ng y tr li:
internal PageRank l gi tr PageRank chnh xc. Chc chn, gi tr PageRank m chng ti s dng
s l mt s thp phn vi rt nhiu ch s sau du phy ch khng phi l s nguyn m bn thng
thy trn cc thanh cng c. ( http://www.mattcutts.com/blog/more-info-on-pagerank/ )
Mt iu quan trng bn cn hiu l internal PageRank c o trn mt thang o v cng rng nn
khi b nn li cn 10 gi tr th n khng cn chnh xc na. Hn na, Google khng thch mi ngi
nh gi mt website da vo thng s ny, do vy Toolbar PageRank him khi c cp nht v i
khi b Google c tnh h thp xung. Do , 2 thng s khc ca Moz l im uy tn ca domain (DA)
v im uy tn ca trang (PA) ni chung l tt hn v ng tin hn khi bn mun bit sc mng ca 1
trang web. Mc d bn cn lu rng chng c tnh ton bi Moz v hon ton c lp vi Google.
SEOmoz's page authority v domain authority: o lng kh nng mt trang web, mt domain hoc
subdomain c th c c th hng trn Google. Kt qu tr v nm trong thang s t 1 n 100. Kt
qu ny c xc nh thng qua vic tnh ton tng hp tt c cc thng s v link. Page Authority o
lng uy tn ca mt trang web, trong khi Domain Authority o lng uy tn ca ton b website.
SEOmoz's mozTrust v Domain mozTrust: o lng khong cch gia mt website uy tn nh mt
trng i hc ni ting hoc mt website chnh ph vi mt trang hoc mt domain. Gi tr ny c
o da trn thang s loga (logarithmic scale) t 1 n 10. mozTrust dng cho 1 website c th, trong
khi Domain mozTrust dng cho c domain.
Cng c xem nhng thng s ny:
Googles toolbar
SEOmozs toolbar
Open Site Explorer
Dng Toolbar ca Moz, bn s ngay lp tc bit c mi thng s ca trang web bn ang xem
i khi nhng thng s ny b c tnh lm cho sai lch, do vy bn cn kim tra li mt ln na bng
cch t tr li nhng cu hi sau:
Is this website a trusted brand? Is it nationally recognized? Internationally?
Website c phi l mt thng hiu uy tn khng? N c tn tui trong phm vi quc gia,
hoc quc t khng?
Tn thng hiu ca h c c tm kim khng?
Ni dung trong website c cht lng khng?
H c c nhc n nhiu trn mng x hi khng?
162
Website ca h c ng u vi tn thng hiu khng?
Ch v mt link n t mt website uy tn khng c ngha l n chc chn mang li nhiu gi tr.
Nhng trang uy tn hn s mang li nhiu gi tr hn cc trang khc, mc d chng nm trn

cng 1 domain
Lin kt c th b t thuc tnh nofollow (nofollow code), trong trng hp ny gi tr ca link

s mt i. Nhng link n t vic bnh lun blog thng b t thuc tnh ny.
Nhng link t trn chn trang hoc thanh bn do b lp i lp li trn qu nhiu trang nn mang
rt t gi tr.
S lng link trn mt trang nh hng n gi tr ca mi link trn trang . Cng t link th
uy tn ca mi link cng nhiu. Theo kinh nghim ca chng ti, bn khng nn t qu 100
link trn mi trang web (100 links per page)
Nu bn c nhiu link tr n t cng mt domain, link u tin mang gi tr nhiu nht, nhng
link sau c gi tr gim dn. Nu nhiu link tr n t cng mt trang web, gi tr ca chng
ch tng ng nh 1 link.
Mc a dng ca link
Cc website uy tn thng c link ti t rt nhiu ngun khc nhau v cc site khc link n h
l do cht lng ni dung ca h ch khng nh bt k mt n lc xy dng link no. iu ny c
ngha a dng ha l rt quan trng v rt nhiu link thuc cng mt loi c th l du hiu ca vic
xy dng link qu . Link Detective l cng c gip bn t kim tra xem mnh c mc phi li ny
khng?
Mt h thng link mnh s khng cha qu nhiu link t th mc
Tm li, link tt l nhng link:
n t nhng thng hiu, website, con ngi v t chc uy tn
163
C nhiu website khc t link ti
Mang n gi tr cho ngi dng
Link phi nm trong ni dung bi vit
Bi tp:
Tm 3 trang c DA l 100. Nhng site ny c im g chung ?
Nu bn bt ng gp mt website c DA cao k l, bn s dng nhng cch no kim tra

tnh xc thc ca gi tr DA ny?
164
Bi 3: Mc lin quan v ni dung gia trang t lin kt v trang nhn

c lin kt
Ti sao cn c s lin quan v ch gia trang t lin kt v trang nhn lin kt?
Tm ra link cng ch v khc ch trong Excel
Chin thut xy dng link cng ch
Ti sao cn link cng ch ?

Cc my tm kim rt quan tm n mc lin quan v ni dung gia cc trang link n bn v
trang web ca bn, v nhng link ny cng c coi trng v cho im cao hn cc link khc. H phn
tch ni dung ca trang web xc nh xem trang web ang ni v ch g. Lin kt n t nhng
trang hoc website c cng ch vi bn s gip tng th hng cho website ca bn vi nhng t
kha thuc ch .
Bn c cn link cng ch khng?
Link cng ch l s mang li li th ln cho website ca bn. Nu Google thy rng c nhiu
website uy tn v cng ch link ti bn, h cng s coi bn l mt website uy tn trong lnh vc .
Hn na, h thng link m c qu t link cng ch chc chn l kt qu ca vic xy dng link
qu v do khng t nhin. L mt ngi lm SEO chuyn nghip, bn mun c mt h thng link
mnh, m bo c yu cu v cht lng v s lng nhng bn cng khng mun b Google hay cc
my tm kim khc coi l spam. V l do ny, hn ch nhng link khc ch trong h thng link ca
bn:
Lm th no c c link cng ch ?
Th no l cng ch ?
Mc lin quan c th c nh ngha nhiu mc khc nhau, cng ging nh phn loi ng
vt. Con ngi l v d tt, chng ta c th thuc nhng nhm sau:
ng vt c v
Linh trng
ng vt c xng sng
Xem thm ti:http://anthro.palomar.edu/animal/table_humans.htm c danh sch y .

Tng t, nu bn c mt website v ni tht, cc website v nhng ch sau s lin quan n
website vi bn:
Ni tht
Phong thy
Thit k
165
Vt liu xy dng
Bt ng sn
Tm ra nhng link cng ch v khc ch trong file Excel

Khi phn tch backlink ca i th, bn cn lc ra nhng link t cc website cng ch c k
hoch xy dng link trn chnh cc website .
tm cc link cng ch , hy tin hnh theo cc bc sau y:
1. T cc cng c phn tch backlink nh Open Site Explorer, xut d liu backlink ra file Excel
2. S dng Screaming Frog SEO Spider d qut tt c cc link trong h thng link ny
3. Xut d liu ra di nh dng HTML t Screaming Frog crawl.
166

4. Tm kim nhng link cng ch vi website ca bn da trn cc d liu th tiu , th m t,
th t kha v th H1
5. To thm mt ct trong file Excel nh du nhng link cng ch
T y, bn c th:
a) Phn tch h thng link cng ch ca i th xem cch h s dng nhng link ny
b) Tm ra nhng link khng cng ch trong h thng link ca bn, nhng link m Google c
th coi l khng t nhin v do s lm nh hng n th hng website ca bn
Thc t l d bn mun hay khng, lun lun c nhng link khc ch trong h thng link ca
bn v y l iu tt yu trong th gii web (v d l trng hp website ca Adobe Acrobat Reader),
tuy nhin c qu nhiu link khng cng ch trong h thng link s l iu bt thng. Nu iu ny
xy ra vi website ca bn, Google s pht hin ra ngay khi h phn tch link v s a website ca bn
vo tm ngm. Nu mt website b Google a vo tm ngm, h s b tr ngi nh gi website
ny. V nu thc s website mc li n s b pht. V vy, hy gim t l nhng link khc ch xung
trnh y website vo tnh hung xu.
Chin thut xy dng link cng ch
Mc ch cui cng ca vic xy dng link l mang li gi tr cho mi ngi. Mi ngi s t t
link n website ca bn nu h thy ni dung cht lng v mang li gi tr cho ngi dng ca
h. Mc ch ca bn phi l xy dng gi tr, ch khng ch l xy dng link. Ni dung tt chnh l ti
sn v gi, th s mang n link cho bn v lu v di, bt k bn c cn phi xy dng link hay khng.
Di y l nhng chin thut bn c th s dng xy dng links t nhng website cng ch :
Vit bi trn blog ca ngi khc
Dnh cc gii thng trong lnh vc ca mnh
Vit bi (blog, website)
To infographics
To ph hiu (Badges) v cc ng dng n gin (Widgets)
Vit bi bnh lun, chia s kinh nghim v sn phm, dch v
Ly links t cc nh cung cp hoc cc i tc kinh doanh
Bi tp:
Dnh 20 pht tm kim nhng blogs v website cng ch vi bn. Xem cc thng s v
uy tn ca h, chn ra nhng i tc c th cung cp link cho bn.
S dng Open Site Explorer ca Moz xem h thng link ca mt vi i th cnh tranh. T
lc ra i tc cung cp link cho bn.
167
Bi 4: Vn bn neo
Types of Anchor Text
Cc loi vn bn neo
o
Exact Match
Phrase Match
Partial Match
Thng hiu
Ngu nhin
URL
Anchor Text Ratios
T l vn bn neo
Trong bi trc, chng ta tho lun cch tm ra nhng trang web v domain c cng ch vi
website ca mnh. Nhng link t cc website ny s mang li gi tr cao hn nhiu so vi link t cc
website khc ch . V gi tr ca chng thm ch s cn tng thm na nu vn bn neo cng lin
quan n ni dung ca website, (vn bn neo l dng ch i din thay th cho link). Di y l m
HTML ca mt link:
<a href=http://vietmoz.net/>o to SEO</a>
Vi m ny, trn trang web link s c dng nh sau: o to SEO, vi o to SEO chnh l vn bn
neo ca link
Trong phn ny, bn s c hc v:
Cc loi vn bn neo
T l phn b l tng ca cc loi vn bn neo
Vi website ca mnh, bn nn chn vn bn neo nh th no?
Vn bn neo cng l mt yu t nh hng n th hng website ca bn. nh ngha chnh xc nht

v vn bn neo l:
Vn bn neo l nhng g m ngi khc ni v website ca bn
Trong khi bn miu t ni dung trn website ca bn vi my tm kim thng qua th tiu , ni dung
bi vit, a ch URL, th m t nh, lin kt ni b, my tm kim thc s mun bit nhng ngi
khc ni g v trang web ca bn. H da vo vn bn neo bit iu ny.
Ni chung, bn nn chn t kha mc tiu vo vn bn neo c c th hng cao hn vi nhng t
kha ny.
168
Cc loi vn bn neo
T kha c th t trong vn bn neo theo nhiu cch khc nhau, bng cch no th bn s c bit
chi tit di y:
V d, bn kinh doanh in thoi online v ang mun nhm ti t kha iphone 5
Vn bn neo chnh xc tuyt i
V d: iphone 5
ng nh tn gi, vn bn neo trng 100% vi t kha bn ang nhm ti. Mi trc y, nhng vn
bn neo dng ny c gi tr rt ln. Th hng website c th tng ng k nu n b sung thm nhiu
vn bn neo chnh xc tuyt i. Tuy nhin, hin ny gi tr ca nhng vn bn neo loi ny gim i
rt nhiu.
Vn bn neo dng cm t c cha t kha
V d: gi iphone 5, iphone 5 viettel, iphone 5 vinaphone, iphone 5 xch tay
y l nhng cm t c cha t kha v bn cnh t kha cn c cc t lin quan khc. Trong khi gi
tr ca cc vn bn neo chnh xc tuyt i ang gim dn, th gi tr ca nhng vn bn neo kiu cm
t c cha t kha li ang tng ln
Vn bn neo chnh xc mt phn
V d: iphone, kinh nghim mua iphone, cht lng iphone
Vn bn neo chnh xc mt phn, cha mt phn ca t kha, trong trng hp trn l t iphone. Phn
ny c th t ng c lp (v d cc vn bn neo iphone hoc c th c kt hp vi cc t khc
nh kinh nghim mua iphone
Vn bn neo cha thng hiu
L vn bn neo c cha tn thng hiu. N c th tn ti nhng dng sau:
Brand name/branded match: Vn bn neo trng hon ton vi tn thng hiu hoc l mt cm t
trong c tn thng hiu, v d VietMoz, Nhn s ca VietMoz, Trung tm o to SEO VietMoz).
Brand name exact match is one of the primary reasons why exact match domains are so powerful; when
the primary keyword phrase is your brand name, it is natural (and expected) to have a high proportion
of exact match anchor texts.
Lu : Mi ngi thng s dng tn thng hiu lm link tr ti trang ch ca bn.
Branded keyword match: l s kt hp gia cc cm t kha vi tn thng hiu. V d:
Hc SEO ti VietMoz, Kha hc SEO VietMoz
Vn bn neo ngu nhin
V d: Truy cp vo y, Trang ch hoc y l bi vit b ch
Vn bn neo ngu nhin nhn chung khng lin quan n ni dung trang web. D nhng loi vn bn
neo ny nhn chung khng mang li gi tr no, bn vn phi c chng v chng lm cho h thng link
ca bn trng t nhin hn, khin my tm kim tin tng hn v do bn trnh c nguy c b mt
th hng hoc b pht.
169

URL
Links khng c vn bn neo th coi nh vn bn neo trng vi a ch URL. iu ny vn c th c gi
tr nu bn ti u cu trc URL bng cch chn t kha vo a ch ny. Vic ny c bit c ch v
ngy nay mi ngi thng qu bn rn. H khng c thi gian to vn bn neo nn khi mun link
n ni dung ca bn, h ch n gin copy paste URL. Nu trong URL ca bn c t kha, t nhin
vn bn neo cng s c t kha, website ca bn nh th m c th hng tt hn.
T l cc loi vn bn neo
Sau khi tm hiu v nhng loi vn bn neo khc nhau, bn c th t hi, loi vn bn neo no quan
trng nht bn dnh thi gian nhiu hn cho n. Thc t l tt c cc loi vn bn neo trn u quan
trng, v tt c cc loi vn bn neo trn u xut hin trong mt h thng link t nhin. Tuy nhin, bn
cn lu nhng vn bn neo cha t kha lun mang gi tr cao nht.
Trong cc loi vn bn neo, c 3 loi m bn nn dnh s ch nhiu nht: vn bn neo c cha t
kha, vn bn neo cha tn thng hiu, vn bn neo cha c thng hiu v t kha. Nhng vn bn
neo ny u mang li gi tr trong khi kh an ton. Hn ch s dng vn bn neo trng hon ton vi t
kha, v chng khng cn c coi trng bi my tm kim.
T l vn bn neo l tng l bao nhiu?
Gn y, khi chng ti phn tch h s backlink ca trn 50 trang web c th hng cao trn bng kt
qu tm khng m khng nh SEO. Chng ti bit iu ny v h khng c link t th mc, t bi vit
qung co (article marketing), blog, infographics/link bait cng nh t vic mua bn link)
Kt qu l t l vn bn neo ch cha t kha ch chim 35%, trong khi 65% cn li l nhng vn bn
neo ch cha tn thng hiu, hoc cha c tn thng hiu v t kha.
T y c th thy, nu khng cn thn bn h s backlink ca bn tr nn mt t nhin trong mt

Google. Khi bn ti u qu , hnh pht l im kh trnh khi. Di y l t l vn bn neo chun
m bn nn tun theo
170
Di y l 5 im bn cn nh sau khi hc xong bi ny:

1. Chn t kha trong vn bn neo s gip website bn tng th hng vi nhng t kha
2. Vn bn neo trng khp vi t kha gi mag li t gi tr, c bit nu n s dng vi s lng
ln
3. Vn bn neo l cm t, trong c cha t kha l gii php hiu qu hn v cng an ton hn
4. Vn bn neo cha tn thng hiu hoc cha c tn thng hiu v t kha cng l mt gii
php tt
5. C gng lm cho h thng backlink ca bn trng cng t nhin cng tt, trnh ti u qu
Bi tp:
Dnh 20 pht ngi c blogs, bao gm c bi vit v bnh lun xem cch h chn link v to
vn bn neo
Gi s bn s vit mt bi cht lng gi cho mt website uy tn. Bn s s dng vn bn neo

no?
171
Bi 5: S lng v cht lng link

Trong bi ny bn s c hc v
Th hng khng phi l vnh vin v ang thay i vi tc ngy cng nhanh
Lm th no tr thnh mt thng hiu uy tn trn mng
Link t website khng cht lng khng gip bn thng hng.
Khi lp k hoch xy dng link, bn nn t hi, iu g khin cho mt chin dch xy dng link tr
nn hiu qu? Qua nhng bi hc trc bn bit, mt link tt c nhng c im sau y:
n t 1 website uy tn
Mang n gi tr cho ngi dung
Nm trong ni dung chnh ca trang web
Thc t l s lng link ln s gip tng th hng trang web ca bn. Nu bn tng kim link t cc
ngun cht lng thp, d kim (v d t cc din n) hoc bn tng mua link, bn s thy chng
c mang li gi tr (rise in the rankings). Vy ti sao chng ta khng tn xy dng link t nhng ngun
ny m li phi mt cng kim link t nhng website uy tn, nhng ni vn rt him khi cho t link.
Th hng khng phi l vnh vin v ang thay i vi tc ngy cng nhanh
Thc t l bn c th thao tng bng kt qu tm kim ca Google (you can manipulate Google) cng
nh cc cng c tm kim khc c th hng tt k c khi ni dung ca bn khng lin quan n t
kha tm kim. Nhng:
Bn khng th gi mi th hng ny
Nu b Google pht hin, website ca bn s hon b xa sch khi c s d liu ca h v

khch hng ca bn s khng th tm thy bn trn Google (website removed from Googles
index)
Google ang v tip tc u t rt nhiu vo vic ti u thut ton nhm tr v kt qu tt nht, lin
quan nht cho ngi dng. Mt chin lc xy dng link qu c th hiu qu trong hm nay nhng
s b pht hin v b mt gi tr trong ngy mai. Google s dng hng t USD mi nm theo ui
mc tiu ny v kt qu l mi nm thut ton tm kim c cp nht trn 500 ln (500+ algorithm).
Bn c th tham kho danh sch nhng ln cp nht thut ton ca Google trong khong thi gian t
1998 n 2012 ti y big improvements in relevance.
Lm th no tr thnh mt thng hiu uy tn trn mng?
Khi website ca bn tr thnh mt thng hiu uy tn vi nhiu ni dung cht lng, mi ln cp
nht thut ton l mt c hi gip website ca bn c c v tr cao hn. y l mc tiu hon ton c
th t c c rt nhiu cc website nh, nh ln k hoch v lm ng ngay t u m gi
c v tr rt tt trn bng kt qu - ngang hng vi rt nhiu cc tn tui .
t link trn cc website khng cht lng ch mang li duy nht mt iu cho bn, l links
Nu bn c link trn cc website uy tn, tn tui, bn cn c nhiu hn th:
172
Bn c nhiu ngi ch hn, v cc website uy tn s c nhiu ngi quan tm hn, cng

nh nhiu ngi nh gi cao hn. Rt c th trong s l khch hng ca bn
Nh t link trn cc website uy tn nn thng hiu ca bn cng c nng cao. Bn tr nn

uy tn hn trong mt ca c my tm kim v ngi dng
Cc website uy tn thng c tui i ln v th link ca bn trn cc website ny s tn ti

trong mt khong thi gian di. Do th hng ca bn s c m bo.
Vy chin lc xy dng link tt l g v lm th no bn trnh c nhng chin dch link

khng tt?
K hoch xy dng link tt nht l k hoch bao gm vic:
Lin tc cp nht nhng ni dung cht lng, hu ch m ngi dng yu thch v cc website
khc cng s t ng t link tr ti bn.
Lin h vi nhng nh bo hoc blogger uy tn, cung cp cho h mt cu truyn th v v lng

hnh nh ca website ca bn vo trong
Vit bi v gi n mt blog uy tn, c nhiu ngi quan tm v t mt hoc 2 link tr v trang

web ca bn.
Nhng loi link mang n nhiu link juice nht:
173
K hoch xy dng link tt l k hoch bao gm vic:
ng k ti khon trn cc mng x hi ln nh Twitter, Facebook, YouTube v Google+, sau

qung b website ca bn trn .
Gi website ca bn n mt s th mc uy tn nht (V d: http://dir.yahoo.com/ )
Bnh lun nhng cu tht s c ngha trn cc blog cng ch vi website ca bn da trn
kinh nghim ca bn. Tuy nhin, bn cn bit link trong cc cu bnh lun ny thng mc
nh l nofollow, tc l n s khng mang li mt cht link juice no cho website ca bn. Bn
cng nn s dng tn bn hoc tn thng hiu ca bn trong cc cu bnh lun ny.
Cc loi k thut xy dng link cn trnh:
Nhng phn mm hoc dch v to ra hng trm hoc hng nghn ti khon mng x hi, bi
vit din n, hoc bnh lun blog
Dch v xy dng h thng link r tin (ca r l ca i, v bn s nhanh chng lt vo tm

ngm ca Google v b pht).
V d v dch v xy dng link r tin v gy hi cho website ca bn:
Tm li, kt thc bi hc ny, bn cn nh nhng iu sau:
Google can be manipulated with a lot of easy links, but the results dont last and its extremely
risky
Bn c th th tng th hng bng mt s lng ln link cht lng thp, nhng kt qu ny

khng ko di c lu, ng thi v cng ri ro.
t link trn cc website tt khng ch mang li mt link tt cho bn, n c mang li lu lng
truy cp, cng nh xy dng uy tn cho thng hiu ca bn
Chin lc xy dng an ton nht, mang li hiu qu v lu v di v tit kim nhiu cng sc,
tin bc l t link trn cc website uy tn.
174
Bi 6: c im ca link xu
Link Neighborhoods
Devalued or Penalized?
Cng c phn tch link
Open Site Explorer
MajesticSEO
Ahrefs
Cng c d qut
Trong bi trc, chng ta bit c nhng links no s mang li gi tr ln nht cho website ca
bn. Bi ny chng ta cng tm hiu v link xu, nhng link m c th lm bn mt th hng cng nh
lu lng truy cp.
Cu hi u tin cn c tr li l Link xu c tc hi khng?. Cu tr li l C! Qu nhiu
link xy l du hiu ca spam v website ca bn c th b pht. Hn na, Google ngy cng pht nng
nhng website tham gia vo vic mua bn link.
Lu , bn cn bit s khc bit gia vic c mt vi link xu vi vic c qu nhiu link xu (so
snh vi tng s lng link trong h thng link ca bn). Vic c mt vi link xu l vic rt bnh
thng, nhng vic c qu nhiu link xu l du hiu ca vic xy dng link qu . Bn s gp nhiu
ri ro hn nu trong h thng ca bn c qu nhiu link xu v my tm kim coi iu ny l mt hnh
ng ch nhm thao tng bng kt qu ca h, v iu ny v phm nguyn tc s dng dch v ca
h. Do , bn s kh trnh khi hnh pht ca Google.
Theo Matt Cutts, trng nhm Web Spam ca Google, trong khi Google vn da vo thut ton
nh gi th hng v ci thin cht lng bng kt qu, h lun sn sng dnh thi gian b tr ngi
trc tip x l cc website c du hiu ca spam, nh h gi tr hoc g b chng hon ton khi bng
kt qu. Tuy vy, h khng th lm th mi v khng ngi, c bit trong hon cnh mi ngy li
c thm 160,000 website mi ra i (http://moz.com/blog/an-seo-checklist-for-new-sites-whiteboardfriday). V th, my tm kim ang tm cch t ng ha cng vic h gi tr hoc pht cc website vi
phm.
Mt v d gn y (2012) khi Google xa hon ton nhiu h thng blog khi CSDL ca h.
Trng hp ni bt nht l h thng ni ting Build My Rank. iu ny khin cho link t nhng h
thng ny tr thnh v gi tr. Chi tit bn c th c bi vit sauSearch Engine Land.
Link Neighborhoods
Neighborhoods, hoc hubs thng c s dng khi nhc n link xu; y n gin l mt nhm
website chuyn dng bm link cho cc website khc, c bit l cc website xu. Cc website xu
l nhng website c ch v:
Cht kch thch, cht gy nghin
175
Ni dung khiu dm
C cc, nh bc
Bn cn nh, hn ch t link trn cc trang web m tr nhiu link n cc trang web thuc 3 lnh
vc k trn. Nu bn ang bn chi dnh cho xe t, s khng bnh thng v rt ng nghi nu
bn c link t mt trang m tr n mt trang web khc c ni dung khiu dm.
kim tra h thng link tr ra ngoi ca 1 website, s dng cng c Xenu:
http://moz.com/blog/xenu-link-sleuth-more-than-just-a-broken-links-finder
1. Vo File > Check URL
2. B tick Check external links
Bn s nhn c kt qu l danh sch tt c cc link trn website, link ra bn ngoi s khng c

m trng thi. Trong excel, bn c th lc c danh sch tt c nhng link tr ra ngoi. Sau x l
file excel lc bng Screaming Frog v xem d liu HTML ca cc trang web xem ni dung
ca chng l g.
176
Devalued or Penalized?
My tm kim c th pht website nhng vic h thng lm hn l gim gi tr ca link tr ti
website . Tng t, cc link c c do mua bn thng hay b pht hn l cc link n t cc nhm
website xu.
Khi th hng mt website b mt, a s mi ngi u cho rng l kt qu ca 1 hnh pht.
Nhng iu thng khng ng. Thay vo , l do gi tr ca link b gim khin site mt i sc
mnh m n vn c.
Nu bn lo lng rng mnh c th ang b pht, kim tra nhng iu sau y v chng l du hiu
thng gp ca mt website khi n b pht:
Trang ch b mt th hng, khng cn th hng cao nh trc na
Tm vi tn thng hiu, website ca bn cng khng ng nhng kt qu u tin
Th hng b mt theo nhng khong u n (25, 50, 100, 1000)
Website ca bn khng cn c index
Nhn c cnh bo ca Google thng qua cng c Google Webmaster Tools
Nu bn khng cn th hng cao cho nhng t kha m bn s dng trn th tiu , nhng t
khng qu cnh tranh, nhng ng thi cng khng ri phi nhng tnh hung nh trn, chc chn l
mt phn trong s link ca bn b mt gi tr, ch hon ton khng phi do b Google pht.
Bi tp:
Dnh 15 pht c bi vit ca J. C. Penneys black hat techniques:

http://www.nytimes.com/2011/02/13/business/13search.html?_r=1&pagewanted=all
Tm hiu v History of Googles changes: http://www.seopalbg.com/blog/google-algorithmchanges-1998-2012-infographic/
177
Bi 7: Cng c phn tch link

Nhng cng c phn tch link tt nht
Cc loi phn tch m cc chuyn gia SEO vn thng s dng
Cng c phn tch link

Trong khi phn tch link l cng vic vt v, i hi nhiu thi gian v cng sc, c mt vi cng
c c th h tr hoc thay th bn hon ton trong cng vic ny. Trong phn ny chng ta s cng xem
cch s dng chng.
2 cng c ph bin nht c nhiu ngi tin dng nht trong phn tch link l Open Site Explorer
ca Moz v Majestic SEO, c 2 u c kh nng thu thp v phn tch d liu hon ho. Mt cng c
mi ra i Ahrefs nhng cng rt c a thch, v chng kt hp c d liu mng x h v d liu
phn tch Onpage bn cnh d liu v link.
Trc khi s dng cng c, bn cn bit mnh ang tm kim iu g. Hin nay, Majestic SEO l
cng c cung cp y d liu nht, v thng xuyn c cp nht. V d, y l kt qu d qut
ca
1. Open Site Explorer
178

2. Majestic SEO
Majestic SEO c nhiu d liu hn, vi tc cp nht nhanh hn, th hin qua s lng domain
v link ln hn d liu ca OSE. This is much better for finding out how many links recently published
content has received:
Majestic SEOs Fresh Index:
179

Majestic SEO cng lu tr rt nhiu d liu qu kh (t nm 2006) v cho php bn xem nhng
d liu ny di dng th:
im mnh ca Open Site Explorer l chng trnh t ng sp xp danh sch link theo th t
nhng link uy tn, cht lng cao ng trc, cc link cht lng thp hn xp sau. Bn cnh , cng
c cung cp cho bn nhng d liu lin quan n mng x hi nh: S lng share trn Facebook, s
lng like Facebook, s lng Tweets, S lng G+ Chc nng ny c bit hu ch khi bn mun
tm nhng domain mnh nht, nhng trang web mnh nht
Open Site Explorers Metrics and Social:
Bn s dng chc nng ny ca OSE khi mun xem nhng link cht lng nht ca i th n t
u. T y bn c th th la chn t link trn chnh nhng website ny hoc nu khng c th m
phng cch lm ca i th t link trn cc website tng t.
Ngoi nhng cng c trn, Excel cng h tr bn rt nhiu trong vic phn tch cc d liu ly ra
t Majestic SEO v OSE. Mt vi biu mu Excel m cc chuyn gia SEO vn hay s dng l:
File excel v im uy tn ca link ly d liu t OSE, cho bn ci nhn tng quan v im uy

tn ca cc domain ang tr lin kt ti trang web ca bn. y l ngun t liu hu ch gip
bn bit c chin lc xy dng link ca 1 website: http://www.johnfdoherty.com/wpcontent/uploads/2011/08/Link-Profile-DA-TEMPLATE.xls
180
File excel v uy tn ca trang ca Dr. Pete (Dr. Petes page authority link profile template:
http://www.johnfdoherty.com/wp-content/uploads/2011/08/Link-Profile-DA-TEMPLATE.xls)
Di y l bng th biu th t l ca cc loi vn bn neo trn file Excel
181
Excel l cng c tuyt vi gip bn c ci nhn trc quan, sinh ng, c th ca nhng d liu ly
ra t Majestic SEO v OSE. Vi Excel, bn c th ly ra mt loi d liu bt k m bn mun v ri
hin th n ln th d dng theo di t l hoc s thay i ca chng qua thi gian.
By gi bn bit:
1. Majestic SEO c nhiu d liu v link nht v cng thng xuyn c cp nht nht
2. Moz c chc nng t ng phn loi d liu, t bn bit trong s nhng trang web ang t
link ti bn hoc i th, trang web no uy tn nht, mang li link gi tr nht
3. Mt vi th thut m cc chuyn gia SEO thng s dng i su nghin cu d liu v link
Cng c d qut
Screaming Frog v Xenu l 2 cng c d qut tt nht c th c dng phn tch backlink nh bn
bit trong cc bi trc. Khi c nhng d liu ny, bn c th phn tch h thng link hiu qu hn
bng lc ra nhng link cng ch thng qua vic tm kim nhng ni dung c cha t
analyze links by searching for words indicative of topics or types of links (infographic, profile, research,
directory, article, forum, etc).
Bi tp:
ng k ti khon ti Moz (http://moz.com/). Chy Open Site Explorer kim tra vi website
ca bn v ti v bn bo co CSV. S dng cc file Excel trn, to th v im uy tn
domain ca mi link.
182
Bi 8: Hi p
Toolbar PageRank c o trn thang s bao nhiu v n c c cp nht thng
xuyn khng?
Kt qu tr v nm trong thang s t 0 n 10 v khng c cp nht thng xuyn. N c cp
nht mi 3-4 thng
Bn s dng thuc tnh no cho mt link khi bn khng tin trang web m link
tr ti?
rel=nofollow
Cch my tm kim c th dng nh gi cht lng ca mt link?

Bt k yu t no trong nhng yu t di y:
Cht lng ca domain.

Cht lng ca trang web
V tr ca link trn trang
ph bin ca trang web trn mng x hi
S lng link tr v link c nh gi.
Ba cch bn tm nhng link cng ch ?
Vit blog
Dnh gii thng trong ngnh
To ra nhng ni dung cht lng, thu ht link t cc website khc tr n
To infographics
Badges (huy hiu)
Vit bi chia s kinh nghim
Ly link t cc i tc kinh doanh
Ly link t cc nh cung cp
Phn no trong link sau y l vn bn neo <a href=http://vietmoz.net>Hc

SEO</a>
Hc SEO
183
CHNG
10
Thc hnh ci t Google Analytics

Bi 1
: Ty chnh tham s UA
Bi 2
: To pageview o
Bi 3
: Theo di bin ngu nhin
184
Bi 1: Ty chnh tham s UA
No hy cng bt u. Khi bn to mt ti khon Google Analytics, n s cung cp cho bn mt
ci m. M ny phn bit cc website vi nhau. Code ca bn c th trng ging nh sau: UA123456789.
Trong v d di y, thay th nhng k t i din (UA-XXXXXXX-X) bng code ca bn, v d
UA-1234567-8:
<script type="text/javascript">var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXXXX-X']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.googleanalytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
Bi 2: To pageview o
Chc chn chnh sa u tin m chng ta mun lm vi m theo di l chnh sa trackPageView
n lu li s pageview ca trang web m chng ta ch ra thanh v mc nh c URL t thanh a
ch.
Nhng l do chnh m bn cn phi thay i l:
i nhng g m thng thng l s kin (nh s lng click) thnh mc tiu ch pageview
hoc pageview o mi c th l mc tiu
B sung thm thng tin trong pageview nh l thng tin cha trong vn bn neo (e.g.
index.html#anchor)
Bn thay i bng cch thm tham s th 2 vo _trackPageview trong dng code sau:
_gaq.push(['_trackPageview', '<virtualpagename>']);
Bi tp: B sung pageview o ca '/example.html'vo on code di y:
<script type="text/javascript">var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXXXX-X']);
_gaq.push(['_trackPageview','/example.html']);
(function() {
185

var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.googleanalytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
Bi 3: Theo di bin ngu nhin

Bn s thu c nhiu d liu hu ch v pageview, session v visitor t Google Ananlytics nu
bn bit cch tn dng n. Vic ny thc hin thng qua thit lp bin ngu nhin. Cu trc ca mt
bin ngu nhin l:
_gaq.push(['_setCustomVar', <slot number>, '<custom var name>', '<custom var value>', <type>]);
Trong :
"slot number" l mt s trong khong t 1 n 5. Bn khng nn s dng li s ny gn gi

tr cho cc bin khc
"custom var name" l tn ca bin di dng mt chui k t
"custom var value" l gi ca bin cng di dng mt chui k t
"type" c th l 1, 2 hoc 3 tng ng l visitor-level", "session-level" hoc "page-level"
Bin thng c nhp vo dng pha trc trackPageview.
186
Li kt
SEO l tp hp cc th thut ti u website nhm mc ch a trang web ln v tr cao hn trn

bng xp hng tm kim ca Google vi mt truy vn no . Xin cm n tt c cc c gi quan
tm v ng h eBook SEO VietMoz trong sut thi gian qua.
Qua 10 chng trong ebook SEO VietMoz 2013, VietMoz hy vng nhng thng tin chia s s
gip ch v gii p phn no nhng thc mc v SEO ca cc bn. y cng l ebook SEO u tin
ca VietMoz, v kh trnh khi nhng sai st trong qu trnh bin tp. Rt mong nhn c nhng
gp - phn hi v ebook t cc bn. Mi kin ca cc bn chng ti s ghi nhn v ly thm thng
tin cp nht thm cho cc phin bn ebook SEO tip theo.
D kin trong ebook SEO VietMoz #2, chng ti s tip tc cp nht thm nhiu chng c ni
dung v cc th thut SEO c tnh ng dng cao. V thc hin c iu ny chng ti rt cn s
ng h, ng vin v gp ca ton th cc bn.
Xin trn trng cm n tt c cc n v bo tr truyn thng: Cng ng Thegioiseo.com, Cng
ng ISEO - Igoo Vit Nam, Cng ng vnwebmaster, Blogger Thch Phm, Cng ng
Designer Vit Nam h tr VietMoz chia s Ebook SEO ti ton th cng ng cc bn yu SEO.
Mi kin gp xin vui lng lin h vi chng ti qua
Email: info@vietmoz.com
Form phn hi: http://vietmoz.edu.vn/phan-hoi-ebook-seo-2013/
187

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Ebook SEO VietMoz 2013

Trong o to, VietMoz c gng ti a tho mn yu cu ca hc vin. Khng ch cung cp kin

Trung tm o to SEO VietMoz VietMoz.edu.vn

Ebook SEO VietMoz 2013

Trung tm o to SEO VietMoz VietMoz.edu.vn

Ebook SEO VietMoz 2013

CHU TRCH NHIM NI DUNG

Mr. Lee Nam

NHM BIN SON

Trung tm o to SEO VietMoz VietMoz.edu.vn

Ebook SEO VietMoz 2013

Bi 2: K thut ti u Onpage v chn t kha .......................................................................... 30

Trung tm o to SEO VietMoz VietMoz.edu.vn

Ebook SEO VietMoz 2013

Chng 5: Interactive robots.txt .......................................................................................................... 75

Bi 9: Chn nh dng ca file .................................................................................................... 80

Chng 8: Nghin cu i th cnh tranh .......................................................................................... 138

Trung tm o to SEO VietMoz VietMoz.edu.vn

Ebook SEO VietMoz 2013

Bi 5: S lng v cht lng link............................................................................................ 172

Chng 10: Thc hnh ci t Google Analytics ............................................................................... 184

Trung tm o to SEO VietMoz VietMoz.edu.vn

Ebook SEO VietMoz 2013

: Tng quan v cc my tm kim

: Tm kim vi cng c tm kim

: Tm kim nng cao

: Kim tra (10 pht)

Trung tm o to SEO VietMoz VietMoz.edu.vn

Ebook SEO VietMoz 2013

Bi 1: Tng quan v cc my tm kim

World Wide Web l g?

Lch s v vai tr ca cng c tm kim

S lc v d qut, to ch mc v xy dng th hng

Nhng tin b gn y ca cc cng c tm kim

World Wide Web l g?

Lch s v vai tr ca cc my tm kim

Trung tm o to SEO VietMoz VietMoz.edu.vn

Ebook SEO VietMoz 2013

3 cng vic chnh ca my tm kim: D qut, Xy dng c s d liu v Xp hng

Nhng tin b gn y ca cng c tm kim

Trung tm o to SEO VietMoz VietMoz.edu.vn

Ebook SEO VietMoz 2013

Trung tm o to SEO VietMoz VietMoz.edu.vn

Ebook SEO VietMoz 2013

Bi 2: Tm kim vi cng c tm kim

Gii thiu v bng kt qu tm kim

Kt qu tm kim hn hp v vai tr ca n vi ngi lm SEO

Bn v a ch chi tit cc doanh nghip, t chc trong vng.

Thng tin sn phm.

V d, nu bn tm kim vi cm t Vietmoz logo, n 99% trong bng kt qu s c hnh nh

y l l do m bng kt qu ny c tn l bng kt qu hn hp.

2. Kt qu hn hp (blended results) c ngha g vi cc SEOer

Trung tm o to SEO VietMoz VietMoz.edu.vn

Ebook SEO VietMoz 2013

Nu bn m mt nh hng H ni, bn nn lp ti khon Google Place v s c th xut hin

Trung tm o to SEO VietMoz VietMoz.edu.vn

Ebook SEO VietMoz 2013

Bi 3: Tm kim nng cao

Gii thiu cc ton t tm kim

u im ca vic s dng ton t tm kim

Cch s dng cc ton t tm kim

2. Nhng v d v ton t tm kim:

3. Ton t ca cc my tm kim khc