| 每一個(gè)網(wǎng)頁(yè)都應該有一個(gè)能準確描述該網(wǎng)頁(yè)內容的獨立的標題，正如每個(gè)網(wǎng)頁(yè)都應該有一個(gè)惟一的URL一樣，這是一個(gè)網(wǎng)頁(yè)區別于其他網(wǎng)頁(yè)的基本屬性之一。然而調查發(fā)現，在企業(yè)網(wǎng)站中，只有14.5％的網(wǎng)站為每個(gè)內容頁(yè)面設計相應的標題（含并不專(zhuān)業(yè)的網(wǎng)頁(yè)標題），其他超過(guò)85％的企業(yè)網(wǎng)站中所有的網(wǎng)頁(yè)都共用一個(gè)網(wǎng)頁(yè)標題，通常為企業(yè)名稱(chēng)或者企業(yè)名稱(chēng)縮寫(xiě)，其中有些網(wǎng)站甚至沒(méi)有合理的網(wǎng)頁(yè)標題。這項數據是新競爭力網(wǎng)絡(luò )營(yíng)銷(xiāo)管理顧問(wèn)針對103個(gè)機械行業(yè)企業(yè)網(wǎng)站優(yōu)化狀況詳盡調查的基礎上獲得的，更詳細的內容將在《機械行業(yè)企業(yè)網(wǎng)站優(yōu)化狀況研究報告》中發(fā)布。
網(wǎng)上營(yíng)銷(xiāo)新觀(guān)察主持人馮英健在“網(wǎng)頁(yè)標題設計原則與一般規律”文中討論了網(wǎng)頁(yè)標題設計的重要性，并列舉了部分網(wǎng)站在網(wǎng)頁(yè)標題設計中存在的問(wèn)題，提出了網(wǎng)頁(yè)標題設計的三項基本原則。根據作者對企業(yè)網(wǎng)站的調查分析，發(fā)現網(wǎng)頁(yè)標題設計的問(wèn)題還有很多，可以說(shuō)大部分企業(yè)網(wǎng)站的網(wǎng)頁(yè)標題設計都不夠專(zhuān)業(yè)，因此在網(wǎng)上營(yíng)銷(xiāo)新觀(guān)察的網(wǎng)絡(luò )營(yíng)銷(xiāo)講座欄目中，對網(wǎng)頁(yè)標題設計的意義及存在的主要問(wèn)題再次討論分析。
網(wǎng)頁(yè)標題設計的意義
根據網(wǎng)絡(luò )營(yíng)銷(xiāo)教學(xué)網(wǎng)站(www.wm23.com)的解釋?zhuān)熬W(wǎng)頁(yè)標題是對一個(gè)網(wǎng)頁(yè)的高度概括，一般來(lái)說(shuō)，網(wǎng)站首頁(yè)的標題就是網(wǎng)站的正式名稱(chēng)，而網(wǎng)站中文章內容頁(yè)面的標題就是文章的題目，欄目首頁(yè)的標題通常是欄目名稱(chēng)?！薄驹模?A target=_blank>什么是網(wǎng)頁(yè)標題 ？設計網(wǎng)頁(yè)標題應注意哪些因素？</A>】根據這一解釋?zhuān)谄髽I(yè)網(wǎng)站中，產(chǎn)品介紹頁(yè)面的網(wǎng)頁(yè)標題應該以該產(chǎn)品名稱(chēng)相關(guān)的內容作為標題，而不應把企業(yè)名稱(chēng)作為標題，尤其不應所有網(wǎng)頁(yè)共用同一個(gè)標題。 從網(wǎng)站內容頁(yè)面網(wǎng)頁(yè)標題設計的現狀來(lái)看，絕大多數企業(yè)網(wǎng)站都沒(méi)有對此引起足夠的重視，這樣不僅為用戶(hù)來(lái)到網(wǎng)站之后獲取相關(guān)信息帶來(lái)一定麻煩，更糟糕的是，由于這種不專(zhuān)業(yè)的網(wǎng)頁(yè)標題，使得網(wǎng)頁(yè)在搜索引擎推廣方面缺乏優(yōu)勢（這里指基于搜索引擎自然檢索的推廣），用戶(hù)可能根本無(wú)法通過(guò)搜索引擎檢索發(fā)現這個(gè)網(wǎng)頁(yè)。</P>
<P class=font14><span id="qps4ymzqu44" class=font14></SPAN>詳細內容頁(yè)面如企業(yè)新聞內容、具體產(chǎn)品的詳細介紹等，是對某項業(yè)務(wù)、某個(gè)產(chǎn)品的最全面的信息，也是用戶(hù)獲取詳細信息的最終渠道。因此內容詳盡且容易被用戶(hù)通過(guò)搜索引擎檢索是對內容頁(yè)面內容策略的基本要求。從網(wǎng)頁(yè)被搜索引擎收錄和用戶(hù)獲取詳細產(chǎn)品信息的角度來(lái)看，每個(gè)產(chǎn)品信息網(wǎng)頁(yè)都有可能為公司通過(guò)搜索引擎檢索帶來(lái)潛在客戶(hù)，因此不夸張的說(shuō)，網(wǎng)頁(yè)標題設計直接影響了網(wǎng)站的總體網(wǎng)絡(luò )營(yíng)銷(xiāo)效果。 </P>
<H4 class=font14>網(wǎng)頁(yè)標題設計問(wèn)題綜述</H4>
<P class=font14><span id="qps4ymzqu44" class=font14></SPAN>作者在對《機械行業(yè)企業(yè)網(wǎng)站優(yōu)化狀況研究報告》（新競爭力網(wǎng)絡(luò )營(yíng)銷(xiāo)管理顧問(wèn) www.jingzhengli.cn 將于2006年2月正式發(fā)布）有關(guān)網(wǎng)頁(yè)標題設計問(wèn)題的數據進(jìn)行分析時(shí)發(fā)現，網(wǎng)頁(yè)標題設計的主要問(wèn)題表現在三個(gè)方面：</P>
<P class=font14><span id="qps4ymzqu44" class=font14></SPAN>首先，大多數網(wǎng)頁(yè)沒(méi)有獨立的標題。網(wǎng)上營(yíng)銷(xiāo)新觀(guān)察在相關(guān)文章中多次介紹過(guò)，網(wǎng)頁(yè)標題對搜索引擎檢索結果的權重最高，尤其是包含有效關(guān)鍵詞的網(wǎng)頁(yè)標題。如果企業(yè)網(wǎng)站各個(gè)網(wǎng)頁(yè)沒(méi)有獨立的標題，顯然對搜索引擎推廣是極不利的。</P>
<P class=font14><span id="qps4ymzqu44" class=font14></SPAN>第二，網(wǎng)頁(yè)標題設計不包含有效關(guān)鍵詞。有些網(wǎng)站盡管每個(gè)網(wǎng)頁(yè)（至少是重要網(wǎng)頁(yè)）有獨立的標題，但由于網(wǎng)頁(yè)標題設計過(guò)于隨意，比如用產(chǎn)品名稱(chēng)縮寫(xiě)或者產(chǎn)品型號作為標題，缺乏對有效的關(guān)鍵詞，這樣的獨立網(wǎng)頁(yè)標題實(shí)際上所發(fā)揮的作用也是非常有限的。</P>
<P class=font14><span id="qps4ymzqu44" class=font14></SPAN>第三，網(wǎng)頁(yè)標題與網(wǎng)頁(yè)主體內容的相關(guān)性。這是很多網(wǎng)站在設計網(wǎng)頁(yè)標題時(shí)不夠注意的，這一問(wèn)題又可以分為3種情況：<BR><span id="qps4ymzqu44" class=font14></SPAN>（1）由于一些網(wǎng)站的所有網(wǎng)頁(yè)通用公司名稱(chēng)作為標題，即使公司名稱(chēng)中具有產(chǎn)品或者行業(yè)特征的關(guān)鍵詞，也無(wú)法確保與每個(gè)網(wǎng)頁(yè)內容高度 <BR>相關(guān)；<BR><span id="qps4ymzqu44" class=font14></SPAN>（2）同一個(gè)產(chǎn)品（或者項目）可能有不同的名稱(chēng)，在網(wǎng)頁(yè)標題中使用一個(gè)名稱(chēng)，而在網(wǎng)頁(yè)正文內容中可能使用其他名稱(chēng)，這樣的網(wǎng)頁(yè)標題盡管用戶(hù)可以明白其意義，但由于搜索引擎是無(wú)法識別這種區別的，結果等同于網(wǎng)頁(yè)標題與主體內容沒(méi)有相關(guān)性；<BR><span id="qps4ymzqu44" class=font14></SPAN>（3）網(wǎng)頁(yè)標題與網(wǎng)頁(yè)主體內容的相關(guān)性缺乏相關(guān)性的一種特殊表現是，一些網(wǎng)站過(guò)于“優(yōu)化”網(wǎng)頁(yè)標題，使得網(wǎng)頁(yè)標題包含大量“重要關(guān)鍵詞”，不僅造成網(wǎng)頁(yè)標題過(guò)于臃腫，而且與網(wǎng)頁(yè)正文內容相關(guān)性不好，有些標題中的“關(guān)鍵詞”在網(wǎng)頁(yè)內容中并未出現，這就取得了適得其反的效果。在“網(wǎng)頁(yè)標題設計原則與一般規律”中曾用某網(wǎng)絡(luò )營(yíng)銷(xiāo)服務(wù)商的網(wǎng)站首頁(yè)標題為例說(shuō)明這個(gè)問(wèn)題。</P>
<H4 class=font14>網(wǎng)頁(yè)標題設計要點(diǎn)總結</H4>
<P class=font14><span id="qps4ymzqu44" class=font14></SPAN>（1）每個(gè)網(wǎng)頁(yè)都應該有自己獨立的標題，對企業(yè)網(wǎng)站而言尤其是每個(gè)產(chǎn)品詳細介紹頁(yè)面更應重視網(wǎng)頁(yè)標題的設計；<BR><span id="qps4ymzqu44" class=font14></SPAN>（2）網(wǎng)頁(yè)標題體現網(wǎng)頁(yè)的核心內容，并含有有效關(guān)鍵詞；<BR><span id="qps4ymzqu44" class=font14></SPAN>（3）網(wǎng)頁(yè)標題與網(wǎng)頁(yè)正文內容應該具有高度相關(guān)性。</P></td></tr></table><br></br><div class="qps4ymzqu44" id='pre_next'><ul><li><h1><a href='http://www.thecirclesoco.com/index.php?ie=2-115-1724-1'title='何謂病毒式營(yíng)銷(xiāo)？'>上一篇： 何謂病毒式營(yíng)銷(xiāo)？</a></h1><h2><a href='http://www.thecirclesoco.com/index.php?ie=2-115-1361-1'title='企業(yè)自行實(shí)施網(wǎng)站優(yōu)化其實(shí)相當復雜'>下一篇: 企業(yè)自行實(shí)施網(wǎng)站優(yōu)化其實(shí)相當復雜</a></h2></li></ul></div> <table width="100%" border="0" style="height:10px;"><tr><td></td></tr></table>
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