LI CM N

Trong qu trnh thc hin ti, em nhn c s gip nhit tnh v s ch bo tn tnh
ca cc thy, c gio trong khoa Cng ngh thng tin - Trng i hc Cng ngh thng tin v
Truyn thng Thi Nguyn, cc tp th to iu kin em hon thnh bo co ny.
Trc ht, em xin chn thnh cm n thy gio Th.s T Hu Nguyn nhit tnh ng h,
ng vin, hng dn em nhit tnh trong sut thi gian em thc hin ti.
Em xin chn thnh cm n Ban Gim Hiu nh trng, Ban ch nhim khoa Cng ngh thng
tin, cc thy gio, c gio trong B mn Cng ngh phn mm v cc b mn khc quan tm, gip
em hc tp ti trng.
Em xin cm n Cng ty TNHH Gii php cng ngh trc tuyn Vit Nam OSVN to mi iu
kin gip em trong c qu trnh thc tp ti cng ty.
Ngoi ra, em xin cm n gia nh, bn b ng nghip dng vin gip em hon thnh
t thc tp ny.
Em xin chn thnh cm n!
Thi Nguyn, ngy 21 thng 03 nm 2015.
Sinh vin

Nguyn Th Phng Yn

MC LC

T VN
Tnh cp thit ca ti:
Ton cu ho v hi nhp kinh t quc t gn lin vi t do ho thng mi s c y
mnh, u t, lu chuyn hng ho, dch v, lao ng v vn ngy cng c m rng. Song bn
cnh , ton cu ho v hi nhp kinh t quc t s lm tng sc p cnh tranh, nht l sc p i
vi mt t nc ang pht trin nh t nc ta. S cnh tranh din ra trong cc ngnh thng mi,
dch v, cnh tranh thu ht vn u t v cng ngh ngy cng tr nn gay gt.
Tin trnh hi nhp kinh t quc t i hi cc doanh nghip phi nng cao kh nng cnh tranh, gim
thiu chi ph, khc phc c cc tr ngi v khng gian v thi gianm y li chnh l nhng
im mnh ca thng mi in t. Khi thng mi in t cn thit v pht trin mnh nh vy, mt
sn phm, dch v c n hng triu website, lm th no website ca bn vt qua cc i th
cnh tranh gy c s ch , quan tm ca khch hng. lm c iu doanh nghip ca bn
c chin lc c th, p dng cc gii php marketing in t qung b website ca mnh n vi
ngi dng.
c s ng ca khoa Cng ngh thng tin - Trng i hc Cng ngh thng tin v
Truyn thng Thi Nguyn em thc hin ti:
Tm hiu v SEO v ng dng SEO website
Mc ch, yu cu ca ti:
Mc ch:
- Tm hiu v SEO (Search Engine Optimization) v ng dng kin thc nm c SEO
website ln top 10 kt qu u tin ca cng c tm kim Google (google.com).
Yu cu:
- Nm vng kin thc v SEO v quy trnh SEO website ln top ca Google.
- Xy dng c chin lc hiu qu cho tng website c th v lnh vc c th theo b t kha cn
SEO.
- Ti u c website v ni dung website theo cc tiu ch chun seo.
- Nm vng cc thut ton ca google nhm ti u ha website thn thin vi Google.
- X l c khng hong SEO v cc vn lin quan n SEO.

CHNG I : TNG QUAN V SEO

1.1 Gii thiu v cng c tm kim Search Engine (SE):
Hin nay trn th gii c rt nhiu Search Engine (SE) ang hot ng. Trong , phi k n ba
chng khng l ang chi phi 97% th phn tm kim.

Hnh 1. Biu th phn search engine

Google l search engine c nhiu ngi s dng nht vi 78% s ngi s dng. Tip
theo lYahoo 9% v Bing 7%, cn li s phn trm t i dnh cho cc search engine khc.
Hin nay, Vit Nam a s mi ngi cng s dng Google tm kim thng tin. Nn
vic SEO trn Google l u tin hng u i vi cc website.
1.1.1 Cng c tm kim google:
Cng c tm kim (Search Engine) gm c 3 b phn chnh:
B phn thu thp d liu:
B phn thu thp d liu hay cn c tn gi thn thin l Google Spider, Google bot hoc con nhn.
Mt cch n gin c th hiu rng y l mt qu trnh m Google Spider s i t trang ny sang
trang khc khm ph ni dung v cc lin kt trong trang web. y l mt qu trnh m Google
Spider ang c gng tm cc trang web mi v cp nht thm vo ch mc ca Google. Chnh v th,
Google bot c th coi l mt chng trnh thu thp d liu v pht hin ra cc trang web mi, thay

i cc trang web hin c v cc truy tm cc lin kt khng tn ti, cc d liu ny c s dng

cp nht cho cc ch mc ca Google.
B phn lp ch mc:
y l qu trnh xy dng c s d liu ca cc t kha, cm t, cc trang web v cc trang lin quan
n mt lnh vc no . Qu trnh ny ging nh vic chng ta to ra mt ci danh b gm nhiu
mc khc nhau v a c s d liu vo tng mc ring.
B phn x l tnh ton:
y l qu trnh tnh ton ca Google nhm cung cp cc kt qu cho ngi tm kim. Theo thng k,
Google s dng hn 200 yu t xp hng trang web. Cc yu t ny c tm quan trng khc nhau,
tuy nhin mt trong nhng yu t quan trng nht xp hng l da trn cht lng ni dung v
cht lng ca nhng lin kt n trang web.
1.1.2 C ch hot ng ca Google Spider:
u tin, Google Spider s ly danh sch cc my ch v trang web ph bin. Sau n s
bt u tm kim vi mt site bt k, n nh ch mc cc t kha trn trang v theo cc lin kt
(link) tm thy bn trong trang web ny.
Khi Spider xem xt cc trang web (nh dng HTML), n lu : Cc t bn trong trang web &
ni n tm thy cc t .
V d: Cc t xut hin trong cc th tiu , th miu t. n nhn nh y l phn quan trng c
lin quan n s tm kim ca ngi dng sau ny. V th i vi mi website Google n s c nhiu
phng php index li ch mc, lit k li cc t kha chnh. Nhng d dng cch no th Google
cng lun c gng lm cho h thng tm kim din ra nhanh hn ngi dng c th tm kim hiu
qu hn hoc c hai.
Tip theo, Google s xy dng ch mc. Xy dng ch mc s gip cho cc thng tin c tm
thy mt cch nhanh chng. Sau khi tm thng tin trn trang web, Google Spider nhn ra rng vic
tm km thng tin trn website l mt qu trnh khng bao gi kt thc, bi v cc qun tr trang web
lun thay i thng tin, cp nht thng tin trn website v iu c ngha rng Spider s lun phi
thc hin nhim v thu thp d liu.

V d 1 cch nh sau: Gi s mt website lm v ngnh du lch, n s lu cc ch mc trn

website vo ngnh du lch. Nu website lm v ca nhc, n s lu cc ch mc trn website vo
ngnh ca nhc.
Cui cng, sau khi lp ch mc Google s x l, tnh ton v m ha thng tin lu tr trong
c s d liu. V khi c mt truy vn tm kim th h thng s tr v cc kt qu c cha ni dung
hu ch tng ng vi cc truy vn tm kim ca ngi dng.
Vic hiu r c ch tm kim ca Google s gip cho cc SEOER thm nhiu k nng c th ti u
website thn thin vi Google nhm mc ch a trang web c th hng cao hn.
.

Hnh 2. C ch hot ng ca google spider

1.2 Tm hiu v SEO (Search Engine Optimization):

Vic thit k xong mt website cng ging nh vic chn v mua c vt liu xy nh t
nhng ca hng vt liu uy tn m thi. Thit k mt website p l do i ng thit k v xy dng;
cn vic website c lm ra tin hay khng th phn ln li ph thuc vo cch m webmaster
qung co v khai thc website nh th no ? Nh vy, cu hi c t ra l: lm th no
qung co website ti ngi dng ?
C rt nhiu cch bn a website ca mnh n vi ngi dng nh l qung co trn ti vi,
bo ch, qung co t ri, lm hi tho. Mi c nhn v doanh nghip chn mt cch qung b khc
nhau. Nhng mt cch v cng hiu qu m bt k website no cng phi lm l ti u ha cng
c tm kim hay cn gi l SEO. Nh vy:
1.2.1 SEO l g?
SEO l ch vit tt ca Search Engine Optimization (ti u ha cng c tm kim).
SEO l mt tp hp cc phng php nhm nng cao th hng ca mt website trong cc trang
kt qu ca cc cng c tm kim v c th c coi l mt tiu lnh vc ca tip th qua cng c tm
kim.
Thut ng SEO cng c th c dng ch nhng ngi lm cng vic ti u ha cng c
tm kim, l nhng nh t vn a ra nhng d n ti u ha cho cc website ca khch hng.
Lm SEO l qu trnh ti u ha m ngun website, gip website thn thin vi cc cng c
tm kim tng lng truy cp qua t kha tm kim t tng s lng ngi truy cp ti. Mt
website c lm SEO tt, ng ngha vi vic website lun xut hin th hng cao khi ngi
truy cp s dng cng c tm kim tm ni dung m h cn. SEO cng c th bao gm nhiu loi
mc tiu khc nhau khi tm kim nh: tm nh, tm t kha, tm theo quc gia v mt s loi SEO
khc.
Cc cng c tm kim hin th mt s dng danh sch trong trang kt qu tm kim (SERP) bao
gm danh sch tr tin, danh sch qung co, dnh sch tr tin theo click v danh sch tm kim
min ph.

Li ch ca SEO:
Nu bn c mt website chc hn bn mun nhiu ngi s dng n, trc khi ngi dng
s dng bn phi lm sao cng nhiu ngi dng bit n n cng tt. T c hi bn hng, dch v
ca bn cng cao, thu c nhiu li nhun.
My ch tm kim l mt cng c khng th thiu v s dng google tm kim thng tin l
iu chng ta khng th b qua. Nu bn b qua gii php marketing ny ngha l bn l rt
nhiu khch hng, nu bn khng nhanh chn th bn s lun lun ng sau i th ca mnh.
SEO lm cho ca hng trc tuyn ca bn ng khch hn. Nu nh bn c mt website p,
n tng, honh trng m bn khng bit qung b, khng c khch hng, mt ngy ch c vi lt
gh thm th website ca bn cng ging nh mt ca hng nm trong hm, khng ai qua li. Ti sao
bn khng s dng gii php SEO kim cho mnh mt mt tin trn i l google.
SEO s a website ca bn ln cc kt qu u tin trong cng c tm kim, gip gia tng
khch hng, gia tng doanh thu, gim c nhiu chi ph sn xut.
SEO gip cho trang web ca bn c cht lng, tm ng i tng khch hng, to mi quan
h vi khch hng d dng hn.
Nu thc hin tt chin dch SEO s nng cao c hnh nh, quy m ca doanh nghip bn
i vi khch hng.
Mc tiu ca SEO ch yu hng ti vic nng cao th hng ca danh sch tm kim min ph
theo mt s t kha nhm tng lng v cht ca khch ving thm n trang.
SEO i khi l mt dch v c lp hay l mt phn ca d n tip th v c th rt hiu qu
giai on pht trin ban u v giai on thit k website. Hin nay, nhn thc ca ngi qun tr
website ti Vit Nam ni ring v th gii ni chung nhn bit vic ti u ha website cc my tm
kim tr ti rt t. Ngi s dng khng thc c tm quan trng ca vic ti u ha website,
hoc lm cc phng thc cc my tm kim tr n. Hin trn mng Internet c 3 cng c tm
kim hu hiu nht v ph bin nht:
Google
Yahoo

Bing
SEO c th coi nh l mt k thut, mt b quyt thc s i vi mi ngi qun tr, xy dng
website hay n thun l ngi lm trong lnh vc truyn thng.

Hnh 3. SEO l g
1.2.2 ngha ca SEO
i a s lu lng truy cp n vi cc website hin nay u t cc b my tm kim
(Google, Yahoo, Bing). Nu website khng c tm thy bi cc cng c tm kim hoc ni dung
khng nm trong c s d liu ca cc b my tm kim th chnh l mt thm ha nu cng ty
bn ang kinh doanh online hoc c giao dch trc tuyn hoc c i chng na nhng kt qu tm
kim lun nm trang 3, 4, 5 tr i th cng coi nh l 1 tht bi.
Mt v d nh: website kinh doanh ni tht vc mi khch hng tim nng ln Google,
Bing g t kha tm kim: ni tht gi r th kt qu truy vn u tin p vo mt h l website
ca bn. Sau , kh nng khch hng tim nng tr thnh khch hng thn thit s cao hn cc
i th khc, v d nhin doanh s tng theo.

Lm SEO hin ti vi th trng pht trin mnh v lin tc nh hin nay l iu m cc trang
web nn lm v phi lm, hy bt u ngay v khng bao gi SEO l qu mun.
Mt cu hi khc c t ra: Ti sao cc cng c tm kim khng th tm thy website ca
ti nu khng c s tr gip ca SEO?
Nu ni l khng th tm thy th khng hon ton ng.
Thc ra, sau 1 thi gian di, website cng c cc cng tm kim a vo index, nhng ch l
cho c ch khng tht s nh nhng g m chng ta mun, v khi cc i th cnh tranh c s
dng cc bin php SEO th website bn chng bao gi c lt vo cc trang u trn b my tm
kim.
Khi c SEO tham gia vo cng vic ny, n s gip website bn tng th hng trn cc cng
c tm kim v hin th ni dung nhng ni m ngi dng d thy v tm kim nht (kt qu hin
th ngay trang 1).
Thi i ton cu ha bin bt k mi trng lm vic no cng mang tnh cnh tranh, v
th gii o cng khng ngoi l. Nhng website no v ang quan tm n SEO th c 1 li th
hn so vi i th ca mnh trong vic ginh ly ngi dng.
1.3 Cc thut ton ca google
n thi im hin ti, hng nm Google update gn 500 loi thut ton tm kim. Mi loi thut
ton u c mt c ch v cch thc hot ng khc nhau. Trong s c khong 5 loi thut ton
nh hng mnh nht n th hng tm kim:

THUT TON GOOGLE PANDA (THUT TON GU TRC)

Thut ton Google Pandal c ra i v cng b vo ngy 24/2/2011. Thut ton c ra i
nhm nh vo cc website c ni dung ngho nn, ni dung coppy.

THUT TON GOOGLE PENGUIN (CHIM CNH CT)

Thut ton Google Penguin c chnh thc cng b ngy 24/4/2012. Thut ton Penguin c ra
i vi mc ch trng pht cc website s dng th thut xy dng lin kt thiu t nhin nhm thao
tng th hng tm kim.

THUT TON GOOGLE HUMMINGBIRD (CHIM RUI)

Thut Ton Google Hummingbird (Chim rui) ra i khng nhm mc ch trng pht cc th
thut thao tng bng xp hng tm kim. Loi thut ton ny nhm mc ch u tin cho cc
website c ni dung hay, c chiu su. To c nhiu tng tc thng qua h thng bnh lun v
mc ni dung c tng quan n cc nhm t kha. Nh c s ra i ca Google Hummingbird
m nhiu website c cht lng ni dung tt, hng ngi dng c ghi nhn v thng hng trn
bng xp hng so vi cc website c ni dung dng xo nu, s si.

THUT TON GOOGLE PIGEON (CHIM B CU)

Cng ging nh Hummingbird. Thut ton Google Pigeon (chim b cu) cng khng chinh pht
cc webspam. M n ra i nhm iu hng bng xp hng tm kim theo khu vc a l tt hn
cho ngi dng. Sau qu trnh truy vn tm kim ca ngi dng. Google s xc nh v tr ni m
ngi tm kim thc thi truy vn. T Google s u tin nhiu hn cho cc kt qu tng quan xt
v mt a l, lnh th, quc gia!

TRIU CHNG GOOGLE SANDBOX V GOOGLE DANCE

Google Sandbox c hiu l mt loi cng thc pht hin nghi vn. Ch n khng c xem
l thut ton. Chc nng ca triu chng ny l pht hin cc nghi vn ca webspam. T tin hnh
kim duyt website. Sau qu trnh kim duyt n s update 1 hoc nhiu loi thut ton i vi vi
website b a vo loi nghi vn Spam. Khi website dnh Sandbox ng ngha vi vic website ca
bn s bin mt hon ton trn Google, mt index.
Google Dance l hin tng kim duyt ton b h thng c update nh k hng nm
(khng thng bo trc. Qu trnh ny nhm mc ch sp xp li ton b h thng th hng tm
kim a v mt kt qu hng ngi dng nht!. Khi Google update Dance th tt c cc nhm
t kha nhy lon x ngu trn bng tm kim. Khi TOP 10, khi mt ht, ri li quay li!. Qu trnh

ny thng mt khong 1-2 tun. Sau mi ln Dance google thng Update thm mt s loi thut
ton km theo (ty vo mc ).
1.4 H thng rank
1.4.1 Google PageRank:
Google PageRank l ch s ng tin cy ch gi tr ca mt trang web. Google nh gi v xp
hng cc trang web bng c hai phng php t ng v th cng da trn hn 100 ch s chnh vi
nhng thut ton xut sc.
Mt vi ch s quan trng quyt nh Google PageRank ca mt trang web: hu dng ca
thng tin trn trang web, ph bin ca trang web, cht lng k thut...
Google PageRank c chia lm 10 bc v c biu hin bng vch mu xanh trn nn trng:
. Gi tr ca mi trang web theo Google PageRank tng dn t 1 n 10.
Thut ng PageRank l mt thng hiu c bo h ca Google, do Larry Page v Sergey Brin
pht trin ti trng i hc Stanford ca M trong mt d n nghin cu v cng c tm kim nm
1995.
Google PageRank hin nay c coi l ch s ng tin cy nh gi mc quan trng mi trang
web. Mt trang web c ch s Google PageRank cao s em li n tng ng tin cy cho khch truy
cp, iu ny c bit c ngha vi cc website kinh doanh thng mi in t.
Google PageRank nh hng trc tip ti v tr hin th ca mi trang web khi cnh tranh th
hng hin th trong danh sch kt qu tm kim ca Google. Mt trang web c PageRank cao d xut
hin trn u danh sch kt qu tm kim ca Google hn.
Tng google PageRank: V c bn, theo cc chuyn gia ca Google: "Khng c s dng cc
phng php gi to, hy to ra cc trang web cho mi ngi ch khng phi cho cc cng c tm
kim".
Tng th hng trong danh sch kt qu tm kim ca Google l phng php tng PageRank rt
hiu qu v va tng ph bin cc trang web ca bn, va tng lng khch truy cp.
Cu trc website, cp bc cn r rng, ni dung thng tin cn phong ph, hu ch.
Website khng c cha cc lin kt li, cc li HTML, li cu lnh.
ng k website vo cc danh b uy tn cng nh cc website cht lng khc tng ph bin.

1.4.2 Alexa Rank:

Alexa Rank l thc o mc ph bin ca cc website. Ch s th hng ca mi website
c Alexa kt hp nh gi t 2 yu t l: s trang web ngi dng xem (Page Views) v s ngi
truy cp website (Reach).
Ch s th hng Alexa ca mt website cao c hiu l website c ng ngi truy cp,
phn no em li cho website n tng sng ng v uy tn.
Trong th trng qung co trc tuyn, Alexa Rank c th c s dng nh gi gi tr
qung co.
Ch s Alexa Rank l thc o ghi nhn thnh qu lao ng ca cc webmaster vi cng ng
v l mt cng c rt hu ch gip cc webmaster qun tr website hiu qu.

Hnh 4. Hnh minh ha cho ch s Reach trong alexa rank

Tng Alexa Rank: Tin hnh cc chin dch qung b website nh k nhm thng xuyn thu ht
khch truy cp website, tng ca Trong website, nn c cc phn thng tin c gi tr cao, cp nht
thu ht khch hng thng xuyn quay li website, tng Page views.
B tr ni dung, cu trc website sao cho thu nhn c tht nhiu c nhp chut ca khch truy cp
tng Page views nhng vn mang li cm gic thoi mi, tin li.o ch s Reach.
1.5 Cc thut ng thng dng trong SEO:
C rt nhiu thut ng Seo nhng y em xin c nhc n cc thut ng c bn v thng
gp:
Content: Ni dung ca website (ni dung cc bi vit trong website)
Content Writing: Bin tp ni dung.
Coppy Writing: Sao chp & chnh sa ni dung t nhng bi vit c sn.

 Title: Tiu
Description: M t
Keywords: T kha
Density: Mt trng lp t kha.
PERMALINK: ng dn tnh.
Sitemap: S trang web
ALT/ALTERNATIVE TEXT: M t hnh nh.
Backlink: Lin kt tr v t cc website khc.
Anchortext: Neo vn bn.
Nofollow: Thuc tnh lin kt khng c php theo di.
Dofollow: Thuc tnh lin kt c php theo di.
Link building: Chin lc xy dng lin kt
Internal link: Lin kt ni b.
External Link: Lin kt ngoi tuyn.
Landing Page: Trang ch (Page cn SEO)
Forum seeding: Truyn thng trn cc din n.
Page Rank (PR): Sc mnh ca website.

 Domain Authority (DA): Sc mnh ca tn min.

Page Authority (PA): Sc mng ca trang.
Trust: tin tng ca website.
CTR: T l nhp chut/ s ln hin th.
Time Onsite: Thi gian li trang.
Organic: Lt Click t tm kim thng qua SEO.
Traffic: S lng truy cp + S ln ti trang.
Visiter: S lng ngi dng truy cp vo trang.
1.6

CHNG II : NG DNG SEO CHO WEBSITE

HTTP://WESTLAKEHOUSING.VN
2.1 Gii thiu website
Website westlakehousing.vn l mt trang web chuyn v bt ng sn cho thu ca tp on
Westlake Housing Group.
Westlake Housing Group l tp on c 10 nm kinh nghim trong lnh vc th trng BS ti
H Ni. Hin nay, tp on chuyn v BS cho thu khu vc H Ty, H Ni. Khch hng ch yu
c Westlake Housing Group hng ti l cc gim c iu hnh, nh u t, gia nh, i s
qun nc ngoi sang Vit Nam vi mc ch nh c di hn v c nhu cu thu ch nh chung
c, bit th, cn h cao cp hoc thu vn phng lm ni lm vic.
Nm trong tay rt nhiu thng tin ca cc BS ti H Ty ni ring v H Ni ni chung, v th
tp on Westlake Housing Group mun qung b hnh nh, thng hiu ca mnh rng ri hn na
nh cng c tm kim Google nhm tng cao li nhun t ngun khch hng tim nng trn thng
mi in t.
Qua s gii thiu ca Cng ty TNHH Gii php cng ngh trc tuyn Vit Nam OSVN, em
c cng ty giao cho thc hin chin dch qung co ny.

2.2 Quy trnh SEO p dng cho website HTTP://WESTLAKEHOUSING.VN

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Hnh 5 . Quy trnh SEO p dng cho website

2.2.1 Nghin cu v chn t kha:
la chn c t kha thch hp cho website cn SEO. Trc ht cn nm c ni dung lnh
vc ca website. Trong ti ny, website cn SEO thuc lnh vc BS cho thu nh vy t kha
c chn s l cc t lin quan n cho thu nh, bit th hoc cc loi BS khc.
Mt khc, i tng khch hng m tp on Westlake Housing Group nhm n l nhng
ngi nc ngoi cho nn ni dung ca t kha s chn c ngn ng ph bin nht trn th gii l
ting anh. Ngoi ra cn phn tch thi quen ca khch hng khi tm kim chn ra nhng t kha c
kh nng c search v chuyn i doanh s cao.
Da vo nhng nghin cu v th trng v i tng khch hng nhm n. Em quyt nh chn
nhng t kha sau a website http://westlakehousing.vn ln trang hin th u tin (top 10) ca
cng c tm kim Google (google.com):
T kha 1: Hanoi house for rent
T kha 2: Hanoi villa for rent

 T kha 3: Offices for rent in Hanoi

2.2.3 Ti u Onpage cho website:
OnPage c th coi l mt phn quan trng nht trong chin dch ti u ha website thn thin
vi Google. SEO OnPage phn ln l ti u cc yu t c thy trn trang web, thit lp bng xp
hng t kha la chn.
Sau y l cc cng vic em lm ti u onpage cho website http://westlakehousing.vn:
2.2.3.1 Ti u th title:
Th title l dng u tin c in m trn kt qu tm kim ca google nh hnh bn di:

Hnh 6 . Th title ca website trn trang hin th Google

Trong trang kt qu tm kim ni dung ca th <title> thng s xut hin ti dng u tin ca
cc kt qu. Cc dng ny c in m iu ny s gip ngi dng nhn ra nu trang web lin quan
n kt qu tm kim ca h
Th ny ht sc quan trng trong trang ca chng ta. N quyt nh rt ln i vi vic t kha ca
chng ta SEO c ln top hay khng. Tiu truyn t hiu qu ch ni dung trang: mi trang
web phi c mt tiu khc nhau ph hp vi ni dung ca trang web .Th title lun phi cha
t kha chng ta cn SEO.
Trong title chng ta c gii hn vit 60 k t v chng ta nn tn dung ht vit ni dung
thng tin t kha m chng ta SEO , ni dung khng nn qu di , cng khng qu ngn.
2.2.3.2 Ti u th meta description

Th meta description L dng th 2 in nh trn hnh. Meta description c chc nng m t gi

ni dung ca title (kiu nh chng ta vit mt on ngn kch thch n ngi c m cha ni
dung h ang mun tm kim) thng thng nn mt vi t kha trong meta description google
spider tm kim nhanh hn.

Hnh 7 . Th meta description ca website trn trang hin th google

Khi vit th Meta Desciption:
Tm tt chnh xc ni dung trang, m t phi va cung cp thng tin, va thu ht ngi dng nu
h nhn thy th Meta Description ca di dng on trch trong Kt Qu Tm Kim.
S dng cc Meta Description duy nht cho mi trang: Mi trang c th c mt th Meta Description
khc nhau gip c ngi dng v Google, c bit l trong cc tm kim m ngi dng c th a
ln nhiu trang trn tin min. Nu trang web c hng nghn hoc hng triu trang, cc Meta
Description c to th cng th cng khng kh thi. Trng hp ny c th to t ng cc th mta
da trn ni dung ca mi trang.
Trnh:
Vit th Meta Description khng lin quan n ni dung trang.
S dng cc Description chung chung nh This Is A Web hoc Website About
Ch in cc keyword vo Meta Description, iu ny rt lng ph.
Sao chp ton b ni dung ca ti liu vo th Meta Description.
S dng th Meta Description cho tt c cc trang hoc s lng trang ln.
2.2.3.3 Ti u th Heading

Th Heading trong SEO gm 6 loi ( H1, H2, H3, H4, H5, H6 ). Theo th t u tin th tm quan
trng ca cc th s gim dn. Thng thng th c s dng nhiu nht l H1, H2, H3 . y l
3 th c s dng nhiu trong vic ti u Website. N c dng nhn mnh ni dung ca chnh
ch m chng ta ang ni n.
C th hnh dung cc th nh mt cun sch th th H1 n chnh l ta ca cun sch , cc th H
cn li chnh l tiu ca tng chng, bi vit hoc cc mc lc nh. Chnh v th cng c tm
kim s bit c u l tiu , u l cc mc nh thng qua vic s dng th Heading.
Cch s dng cc th Heading:
Th Heading H1: Ni dung chnh m website mun ni n, thng thng ngi ta s
t t kha chnh vo trong th ny nhm nhn mnh ni dung cn mun ni n l g. Nn
t 1 th H1 cho mt page th tt hn v nn t H1 chnh l tiu bi vit l hp l nht.
Th Heading H2: M t ngn gn cho ni dung chnh b tr cho th H1. C th s dng
nhiu hn th H1 cho tng trng hp . Nhng thng th nn s dng t 3- 5 th H2
l hp l nht .
Th Heading H3: Th ny c s dng m t chi tit cho tng trong bi c c th
hn. Nn kt hp 3 th ny cho Website th s t hiu qu cao hn.
Th Heading H4: Vi th ny th thng c s dng m t cho nhng sn phm hoc
dch v t lin quan n nhng ci chnh.
2.2.3.3 Ti u th ALT hnh nh:
ALT l mt thuc tnh nm trong th IMG. ALT c ngha l Altenative Information - thng
tin thay th cho ngi dng khng hin th c hoc chn n hnh nh trong trnh duyt, l
mt thuc tnh quan trng ca th IMG. Hay ni cch khc. ni dung ca n s hin th trn
trnh duyt khi trnh duyt khng th trnh by c mt hnh nh v l do no . Cc SE xem
ni dung ca th ALT nh l anchor text trong trng hp hnh nh l mt lin kt.
Cu trc ca th ALT trong th IMG:

2.2.3.5 Ti u ni dung (content) website chun SEO

Vic to ni dung hp dn v hu ch dng nh s nh hng n trang web nhiu hn bt k
nhn t no khc.
Content is King, link is Queen C th ni trong SEO ni dung l quan trng hng u, sau
mi n link
V to ra c bi vit cht lng, chun SEO, em da trn cc tiu ch sau vit bi:

m bo tiu bi vit nm trong th H1.

m bo 150 k t u tin ca phn ni dung bi vit c cha t kha .
Mt t kho t 2 5% l tt nht cho 1 bi vit chun SEO.
Mt bi vit SEO th nn s dng th in m, in nghing v.v.. nhn mnh t kha, t

kha lin quan.

S dng lin kt AnchorText trong SEO bi vit (v d Anchor Text: chn link vo t kha
"Hanoi house for rent").
Phn b u t kha vo cc yu t : Title, Meta description, URL, Alt nh, Text body,
Heading (Nu t kha c t c u cc th th cng tt).
S dng tn nh cha t kha.
S dng Alt nh cha t kha.
S dng TAG cha t kha lin quan.
Ni dung bi vit phi xa b ht tt c nh dng c ban u.
2.2.3.6 Ti u Internal links:
Internal link (lin kt ni b) l mt yu t ht sc quan trng trong vic chng ta xy dng iu
hng cu trc lin kt trang. Khi lin kt cc bi vit vi nhau nn ch lin kt cc bi vit thc
s c lin quan n nhau v iu hng ngi dng li trn site lu hn. Em ti u internal link
cho website theo s sau:

Hnh 8 . S xy dng lin kt ni b internal link

2.2.4 Ti u cc thuc tnh khc
Ngoi nhng yu t chnh trn, em cng ch ti u cho mt s thuc tnh khc nh:
To file robot.txt nhm mc ch khai bo cho google bot nhng mc c th thu thp d liu,
hoc nhng mc khng c php thu thp d liu.

Hnh 9. To file robots.txt

To s website sitemap.xml nhm khai bo cho google s ch mc c sn ca website,
thng qua s website, google bot thu thp d liu nhanh hn, website nhanh c index
hn.
Khai bo th meta keyword, th language, encoding, favicon
2.3

Xy dng Backlinks, qung b website:

Backlink l g ?
Backlink chnh l mt lin kt t mt Website khc n Website ca mnh.

Backlink chnh l mt phiu bu Website ln top. C th hnh dung n ging nh trong mt

cng ty. Khi cng ty cn bu chn ra mt ngi c nhiu ngi tin tng nht lm gim c th
vic ai c nhiu ngi bu chn chnh l yu t gip cho ngi t c iu . Google
cng vy n da trn cc website khc nh gi xem mt website no c iu kin ln
th hng cao hay khng.
Vic to backlink tng chng nh n gin nh vic: to ti khon trn cc mng x hi nh
Facebook, Myspace, Google +, Yahoo, Link In hoc to ti khon cc din n, trang web cng
loi khc ri ng bi c chn link d gii thiu, gip cc Spider bit c web nhng li vng mt
tr ngi ln khi ta c tnh to ra nhiu backlink trong mt thi gian ngn, vic ny s dn n tnh
trng Spam ca Black Hat SEO. Cho nn, vic to backlink phi tin hnh trong mt thi gian di,
cng vi s lng bi vit ln, nhng phi c ni dung tch cc.
Chin lc xy dng backlink p dng cho http://westlakehousing.vn
Trong SEO, cng xy dng c backlink t nhin cng tt v google a ra rt nhiu thut ton
kim sot vic website c b spam link lin kt n website hay khng. in hnh l thut ton
Google Penguin (chim cnh ct) c google pht trin c nhim v trng pht cc website xy dng
link lin kt thiu t nhin (spam link). V vy, xy dng backlink hiu qu nht cho website
http://westlakehousing.vn, em pht trin link lin kt (back link) theo s sau:

Hnh 10. S xy dng backlink

Theo s trn, em xy dng backlink theo cu trc tng, Tng 1 l tng trn cng l website
chnh cn SEO, tng th 2 l tng v tinh gm c 2 blog v tinh c cng ch ( y em xy dng
v tinh bng blogspot), tng 3 l tng di cng, em s thc hin i link t cc din n c ch v
BS tr link v tng 2. Nh vy, cc bc thc hin s l:
Bc 1: Xy dng 2 blog v tinh v ch lin quan n BS, ti u cc th title, description,
Heading,... Vit ni dung v ch nh cho thu v BS, ti u ni dung chun seo cho blog.
Bc 2: Tham gia cc din n v BS, chia s cc bi vit v BS sau t link lin kt
(backlink) v 2 blog v tinh xy dng trn.
Bc 3: t backlink vi anchor text l cc t kha cn SEO t 2 blog v tinh xy dng v
website chnh cn SEO.
Theo cch lm nh trn, backlink t v website chnh cn SEO l ngun backlink cht lng t 2
blog v tinh c cng ch .
Trn y l chin lc chnh, ngoi ra link lin kt tr v website chnh t nhin hn, em xy dng
cc lin kt t mng x hi, bookmark nh: youtube, facebook, Twiter, Goolge + chn ra mt s
din n c cht lng cao, tham gia l thnh vin tch cc c ngun link cht lng, gp phn
lm a dng ha domain backlink tr v.
V k hoch s lng link lin kt:

Thng u tin:
Tun 1: ch chia s bi vit v t ng dn full url ca website ly traffic t nhin ban u v
trust
Tun 2 +3: thc hin xy dng backlink t din n cht lng vi tin 1-2 link/1 t kha/1 ngy.
Trung bnh mi ngy c 5 link lin kt tr v website.
Tun th 4: Duy tr tc xy dng link, kt hp xy dng link cho 2 blog v tinh.
Thng th 2:
Tin hnh t backlink t 2 blog v tinh v website chnh vi anchor text l cc t kha cn SEO.
Tun cui cng ca thng th 2, kim tra th hng t kha iu chnh s lng link.
T cc thng tip theo, theo di v kim sot backlink iu chnh cho ph hp, hn ch ti a
khng hong link (link tng gim t ngt do b chi xu).
2.4

o lng, phn tch v nh gi:

Bt k mt chin dch SEO no cng cn xc nh gi tr mang li l g, KPI c th cn t c

l g. Mt chin dch ti u ha cng c tm kim nhm tng lng lu lng thng qua tm kim t
nhin cng cn c o lng, nh gi hiu qu ty thuc vo tng loi hnh kinh doanh cng nh
mi yu cu mc tiu khc nhau.
Khi nh gi chin dch SEO cho website ny, em a ra 3 ch s cn nh gi l:

Th hng ca t kha cn SEO

Xp hng t kha (Ranking) c coi l mt ch s r rng v ph bin nht. Mt lot cc nghin
cu ch ra rng cc kt qu trn trang u tin ca Google nhn v ti 92% lu lng traffic. Nh
vic theo di s xp hng t kha, SEOer c kh nng xy dng mt chin dch SEO trong , cc t
kha i hi c quan tm nhiu nht v c cung cp nhiu li ch nht.
Gi d, em ang theo di 3 t kha, v 2 t kha trong s ang trong top 10 ca Google. V
c c v tr cao trn trang nht i vi cc lot t kha cn li, em s phi u t thm nhiu n
lc ti u ha hn na.
i vi SEO, vic ch theo di xp hng tht tt, cha hn . Thm vo , cn phi tm hiu con
ng xut hin chuyn dch lng traffic cht lng i vi nhng t kha .

PageRank ca website

Vic theo di pagerank ca website cng l mt vic lm quan trng, tuy rng hin nay n khng
quyt nh nhiu n vic ln top, tuy nhin theo di mc pht trin ca website, em quyt nh
theo di pagerank ca web nh gi tng qut nht cng vic.

Traffic v t l chuyn i
Trong SEO, d chng ta c lm g i na th mc tiu cui cng l t lng traffic website t
c sau khi SEO chuyn i cho chng ta bao nhiu khch hng, bao nhiu li nhun. Do vy vic
nh gi t l chuyn i ny gip kim sot c cht lng ca cng vic.
Mt khc, vic theo di ngun lu lng traffic gip trnh c nhng ri ro trong khi SEO. Trnh
cc ngun traffic t nhng trang web xu lm nh hng n website.

CHNG III : KT QU
Trong thi gian thc tp em tin hnh p dng SEO v ti u ha cho website
http://westlakehousing.vn vi cc t kha: Hanoi house for rent, Hanoi villa for rent, Offices for
rent in Hanoi v thu c kt qu nh sau:
Trc khi ng dng SEO trang web
Trc khi tin hnh SEO cho trang web http://westlakehousing.vn em kim tra cc t kha sau:
STT

T kha

Lt search trung bnh

Th hng

Hanoi house for rent

210

25

Hanoi villa for rent

90

48

Offices for rent in Hanoi

10

Hnh 11. Bng th hng t kha trc khi SEO

Null
Khng xc nh

Bng th hng cc t kha c check trn http://ranking.helu.vn:

Hnh 12. Th hng cc t kha trc khi SEO

 Sau khi ng dng SEO trang web

V khng th thc hin c cng vic ti u on page nn em s tin hnh ti u off page i vi
website. Cng vic bao gm: Xy dng cc h thng site v tinh; t back link nhng trang web
cht lng.
Trong mt khong thi gian lm nht nh, kt qu thu c nh sau:

STT

T kha

Th hng

Hanoi house for rent

Hanoi villa for rent

Offices for rent in Hanoi

Hnh 13. Bng th hng t kha sau khi SEO

Bng th hng cc t kha c check trn http://ranking.helu.vn:

Hnh 14. Th hng cc t kha sau khi SEO

Cc t kha c check trc tip trn www.google.com

1: Hanoi house for rent

Hnh 15. T kha Hanoi house for rent sau khi SEO
2: Hanoi villa for rent

Hnh 16. T kha Hanoi villa for rent sau khi SEO

3: Offices for rent in Hanoi

Hnh 17. T kha Offices for rent in Hanoi sau khi SEO

KT LUN
Sau khi hon thnh ti, em thu c nhng kin thc sau:
Em tm hiu c nguyn tc hot ng ca cc b my tm kim, cc cch thc thu thp
thng tin c bn ca cc b my tm kim, ng thi hiu c cc cch p dng cc th thut da
trn nhng nguyn tc hot ng ca b my tm kim nhm gip cho b my tm kim c th thy
c trang web, Index c trang web nhanh chng v hiu qu hn, v y cng l mt cng vic
mang li gi tr ct li ca SEO.
Vi nhng hiu bit ng n , em ng dng phng php SEO cho website
http://westlakehousing.vn t c v tr vo top 10 khi SEO thnh cng cc t kha Hanoi house
for rent, Hanoi villa for rent, Offices for rent in Hanoi.
Trong qu trnh thc hin ti em c mt s u v nhc im sau:

u im:
Xy dng c h thng blog v tinh v h thng backlink cht lng
ng dng SEO a cc t kha ln TOP 10 google
Thi gian y TOP ng hn
Khuyt im:
Cha ti u trc tip c website (thng qua qun tr web)
Hng pht trin:
T ti u on page cho website.
y TOP cc t kha kh hn
Trong thi gian ti em s c gng tip tc nghin cu khc phc nhng khuyt im cn
tn ti.

TI LIU THAM KHO

[1]. TS Trn Vn Ho (2006), Gio Trnh Thng Mi in T Cn Bn, Nh Xut Bn i Hc
Kinh T Quc Dn.
[2] website Moz.com
[3] Mattcutts Website - http://www.mattcutts.com/blog/
[4] Search Engine Optimization Starter Guide c cung cp bi Google.
[5] Ebook Cm nang SEO ton tp 2011 TapchiSEO.com
[6] SEO made Easy - Brad Callen.
[7] Hi qun tin hc - http://hoiquantinhoc.com/