SEO Secrets: 进阶指南

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"SEO Secrets 搜索优化英文正版教程是一本专为已经掌握SEO基础知识并希望进一步提升技能的人群设计的指南。作者旨在解决SEO学习中'80-20'问题，即大部分知识在网络上可以免费获取，但剩下的关键20%却需要大量时间和精力去探索和理解。本书将尽可能多地提供实用的高级SEO策略，尽管无法涵盖所有20%的内容，但力求使这20%的学习变得尽可能简单。" 在SEO（搜索引擎优化）领域，了解搜索引擎如何评估和索引网站是至关重要的。首先，你需要知道搜索引擎是如何看待网站的。它们通过复杂的算法对网页进行抓取、解析和排名，这些算法考虑了多个因素，包括但不限于关键词、页面结构、用户体验、移动友好性、加载速度以及外部链接的质量和数量。 "流行度"在SEO中扮演着重要角色。一个网站的流行度通常通过反向链接（其他网站指向该网站的链接）来衡量，搜索引擎认为这些链接是对网站质量的投票。高质量的反向链接能显著提升网站的排名。 "相关性"也是搜索引擎决定排名的关键因素。相关性涉及网站内容是否与用户的搜索查询匹配。为了提高相关性，你需要确保网站内容包含与目标关键词相关的高质量信息，并且能够满足用户的需求。在本教程中，读者将深入探讨以下几个概念： 1. **robots.txt**：这是一个告诉搜索引擎哪些页面可以抓取，哪些不应抓取的文件。 2. **sitemap**：站点地图帮助搜索引擎更好地理解网站结构，快速找到所有页面。 3. **nofollow**：此属性用于链接，指示搜索引擎不要追踪或传递权重到被链接的页面。 4. **301重定向**：永久重定向，用于告知搜索引擎旧页面已转移到新页面，避免丢失排名和流量。 5. **canonicalization**：规范URL处理，防止因相同内容的不同URL导致的重复内容问题。如果你对上述任何一个概念不熟悉，那么在深入学习这本书之前，建议先补足基础知识。通过掌握这些基本概念和高级策略，你将能够更有效地提升网站在搜索引擎中的可见性和排名。

Google Analytics

200

Google Base

Google Earth

Orkut

Personalized Search

So what does this emphasis on textual content mean for SEOs? To me, it indicates that my

time is better spent optimizing text than images or videos. This strategy will likely have to

change in the future as computers get more powerful and energy efficient, but for right now

text should be every SEO's primary focus.

Note

This is especially true until Google finds better ways to interpret and grade non-textual

media

But Why Content?

The most basic structure a functional website could take would be a blank page with a

URL. For example purposes, pretend your blank page is on the fake domain

www.WhatIsJessicaSimpsonThinking.com. (Get it? It is a blank page.) Unfortunately for

the search engines, clues like top-level domains (.com, .org, and so on), domain owners

(WHOIS records), code validation, and copyright dates are poor signals for determining

relevancy. This means your page with the dumb domain name needs some content before

it is able to rank in search engines.

The search engines must use their analysis of content as their primary indication of

relevancy for determining rankings for a given search query. For SEOs, this means the

content on a given page is essential for manipulating—that is, earning—rankings. In the

old days of AltaVista and other search engines, SEOs would just need to write "Jessica

Simpson" hundreds times on the site to make it rank #1 for that query. What could be more

relevant for the query "Jessica Simpson" than a page that says Jessica Simpson 100

times? (Clever SEOs will realize the answer is a page that says "Jessica Simpson" 101

times.) This metric, called keyword density, was quickly manipulated, and the search

engines of the time diluted the power of this metric on rankings until it became almost

useless. Similar dilution has happened to the keywords meta tag, some kinds of internal

links, and H1 tags.

Hey, Ben Stein, thanks for the history lesson, but how does this apply to modern search

engines? The funny thing is that modern-day search engines still work essentially the

same way they did back in the time of keyword density. The big difference is that they are

now much more sophisticated. Instead of simply counting the number of times a word or

phrase is on a webpage, they use natural language processing algorithms and other

signals on a page to determine relevancy. For example, it is now fairly trivial for search

engines to determine that a piece of content is about Jessica Simpson if it mentions

related phrases like "Nick Lachey" (her ex-husband), "Ashlee Simpson" (her sister), and

"Chicken of the Sea" (she is infamous for thinking the tuna brand "Chicken of the Sea" was

made from chicken). The engines can do this for a multitude of languages and with

astonishing accuracy.

Note

Despite being more sophisticated, modern-day search engines still work essentially the

same way they did in the past—by analyzing content on the page.

Don't believe me? Try going to Google right now and searching related:

www.jessicasimpson.com. If your results are like mine, you will see websites about her

movies, songs, and sister. Computers are amazing things.

In addition to the words on a page, search engines use signals like image meta

information (alt attribute), link profile and site architecture, and information hierarchy to

determine how relevant a given page that mentions "Jessica" is to a search query for "The

Simpsons."

Link Relevancy

As search engines matured, they started identifying more metrics for determining rankings.

One that stood out among the rest was link relevancy.

The difference between link relevancy and link popularity (discussed in the previous

section) is that link relevancy does not take into account the power of the link. Instead, it is

a natural phenomenon that works when people link out to other content.

Let me give you an example of how it works. Say I own a blog where I write about

whiteboard markers. (Yes, I did just look around my office for an example to use, and yes,

there are actually people who blog about whiteboard markers. I checked.) Ever inclined to

learn more about my passion for these magical writing utensils, I spend part of my day

reading online what other people have to say about whiteboard markers.

Note

People have a tendency to link to content using the anchor text of either the domain name

or the title of the page. Use this to your advantage by including keywords you want to rank

for in these two elements.

On my hypothetical online reading journey, I find an article about the psychological effects

of marker color choice. Excited, I go back to my website to blog about the article so (both

of) my friends can read about it. Now here is the critical takeaway. When I write the blog

post and link to the article, I get to choose the anchor text. I could choose something like

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