网络从业者：你需要知道什么是搜索引擎优化

What You Need to Know about SEO

你需要了解搜索引擎优化

I recently asked a few start-ups why they avoid thinking about SEO. The most common reason I heard was some variant on the theme “SEO seems like this big huge thing that requires a lot of knowledge.”

我最近问一些初创企业为什么他们避免考虑SEO。我听到最常见的原因是一些变体主题“SEO似乎是需要很多的知识的巨大事情。”

A Quick Test: Does Your SEO Need Improvement?

一个快速测试:你的SEO需要改进吗?

At the same time, many websites don’t realize they’re ignoring SEO or actively making it difficult for Google to discover their content. Here are three quick ways to know if your SEO needs improvement:

与此同时,许多网站并没有意识到他们忽视搜索引擎优化或积极让谷歌很难发现他们的内容。这里有三个快速知道你的搜索引擎优化需要改进的方法:

A Google site search for your site (site:yoursite.com) yields fewer results than the number of pages your website actually has.

谷歌网站搜索你的网站(网站:yoursite.com) 结果收益率实际上比你的网站的页面数量少。

The page titles on your website don’t accurately describe what’s written on the page.

你网站上的页面不正确的描述写在页面上的标题。

If any of these are the case, it’s time to spend at least a couple of hours thinking about SEO. No, you’re not going to displace Yelp, SimplyHired, or TripAdvisor overnight, but you can position yourself to get more traffic from Google. Here are five basic steps to get you started.

如果任何这些情况下,是时候至少花两个小时考虑SEO。不,你不会在一夜之间取代Yelp,SimplyHired,或TripAdvisor,但你可以自己从谷歌获得更多的流量。这里有五个基本步骤,以此让你开始复习。

1. Choose if your Site is “Long Tail” or “Head”

选择如果你的网站是“长尾”或“头”

It’s important to decide early on whether to focus your SEO attention narrowly or broadly—you’re probably not going to win on both. “Head” sites aim to rank well for common terms that are searched for thousands of times a day, like “how to get a job.” Long tail websites, on the other hand, try to rank well on Google search results for specific, more uncommon searches—the goal being to attract search volumes that, when combined, total that of the more common keywords.

早期决定是否将SEO注意力狭窄或宽阔化是很重要的，你很可能不会双赢。“头”网站目的的是在常用术语搜索每天成千上万次上提升排名,像“如何找到一份工作。“长尾网站,另一方面,试图在特定的谷歌的搜索获得不错的排名结果,更不常见的搜索的目标是吸引搜索量,结合时,总计出更常见的关键词。

If you’re a local dentist, you can probably only focus on one or two key phrases (“Manhattan family dentist,” for example). On the other hand, if you’re a national directory for dentists, there are thousands of keywords you can target (“emergency dental work in Mobile, Alabama,” for example).

如果你是一个当地的牙医,你可能只关注一个或两个关键短语(例如“曼哈顿家庭牙医”)。另一方面,如果你是一个国家目录牙医,有成千上万的关键词可以目标(“紧急牙科工作在移动,阿拉巴马州,例如)。

2. Organize Your Content Using Bread Crumb Navigation

使用面包屑导航组织你的内容。

Your goal should be to allow Google to easily access and understand all the pages on your site. Google crawls through your pages with “spiders,” and when they come to a random page, they try to follow the links on that page to get to other pages. If they can do that easily, Google can more quickly index your whole website and pull pages in to its search results.

你的目标应该是让谷歌很容易访问和理解你的网站上的所有页面。谷歌爬行通过页面“蜘蛛”,当他们走到一个随机的页面,他们试图按照页面的链接到其他页面。如果他们能做到这一点很容易,谷歌可以更快的索引你的整个网站,其搜索结果页。

3. Optimize Your Page Titles

优化你的页面标题。

When you do a Google search, the blue links displayed below the main result are usually the website’s page titles. So, if you have accurate and descriptive page titles, Google will better be able to know if it should present your content to its users. For example, on our price guide for used cell phones, the page title is Used Phone Prices | Phone Price Guide. Often times, you’ll see sites where all the page titles are the same (for example, if we’d called every page “Price Guide”)—and that doesn’t help Google know what the page is about.

当你做谷歌搜索,下面显示的蓝色链接主要结果通常是网站的页面标题。所以,如果你有准确和描述性的页面标题,谷歌能够更好的知道是否把你的内容呈现给用户。例如,在我们的价格指南使用手机,页面标题使用手机价格|手机价格指南。通常,您会看到网站所有页面标题是相同的(例如,如果我们被称为“价格指南”每一页),而且这并不帮助谷歌知道这是关于什么的页面。

Google also crawls the text of the page, including headers and subheads, so make sure that those are reflective of the content, too. The key is to strategically include keywords throughout your content—though they should make sense to the user, not look like an obvious list (remember the days of the “keyword dumps” at the bottom of the page?).

谷歌抓取的文本页面,包括标题和小标题,所以也要确保这些内容的反映。关键是要从战略上在你的内容中包括关键字——尽管他们应该对用户有意义,不会看起来像一个明显的列表(记得的日子“关键词转储”在页面的底部吗?)。

4. Build Original Content

建立原始内容。

Google wants to direct its visitors to original primary content—not a re-post of something that’s already been published. So, even in the early days of your site, it’s best create your own content, rather than syndicating from other sources. Similarly, be choosy about who you let republish your content. If Google thinks the other source is the primary source and you’re the derivative, it will penalize you. On the flip side, if your content is the best (and only) answer to a very specific query, there is a high chance you’ll be rewarded by Google.

谷歌想直接访问原来的内容而不是转贴或已经出版的东西。所以,即使在早期的网站,最好是创建自己的内容,而不是发表从其他来源。同样的,是挑选你让重新发布你的内容。如果谷歌认为另一个来源是主要来源,你是衍生品,它就会惩罚你。另一方面,如果你的内容是最好的(唯一的)回答一个非常具体的查询,极有可能你会得到谷歌的奖赏。

5. Get Inbound Links

把入站链接。

Google wants to send users to websites that are considered “authorities” in a subject area. Today, Google primarily calculates this by seeing if reputable sites are linking to you. Google also looks to see what words those websites use when linking to you to understand what your site is about (this is called “anchor text”).

谷歌希望发送给用户的网站被认为是“当局”主题领域。今天,谷歌主要计算这看到如果通过看链接给你的网站是否是有信誉的。谷歌也似乎看到使用哪些词链接到你理解你的网站是关于什么的(这被称为“锚文本”)。

There’s plenty more to learn when it comes to SEO, but the best place you can focus your energy is the real hard stuff: creating great original content.

这还有许多东西需要学习SEO,但是最好的地方你可以集中你的精力才是真正的硬东西:创造伟大的原创内容。