精通SEO战场：实战指南

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"The SEO Battlefield - Early Release" 是一本由 Anne Ahola Ward 撰写的关于搜索引擎优化（SEO）的专业指南。这本书旨在帮助读者理解SEO的理论基础，并将其转化为实际操作，以提升网站流量和搜索排名。作者指出，许多公司在建立SEO项目时，往往会依赖昂贵的工具和顾问，而本书则提供了不依赖这些额外资源就能设计SEO计划的建议。书中内容可能涵盖了以下几个重要的SEO知识点： 1. **SEO基础**：解释了搜索引擎工作原理，包括关键词研究、元标签优化、内容策略以及网页结构对SEO的影响。作者可能深入讨论了如何选择正确的关键词，以及如何创建高质量、吸引人的内容来满足用户需求和搜索引擎的偏好。 2. **技术SEO**：介绍了技术层面的SEO实践，如网站速度优化、移动友好性、URL结构、XML站点地图的创建和提交，以及如何处理重复内容和死链问题。这些技术措施有助于提高网站在搜索引擎中的可索引性和用户体验。 3. **链接建设**：讨论了外部链接的重要性，包括获取高质量反向链接的策略，以及如何避免有害的链接策略，如购买链接或参与链接农场。 4. **本地SEO**：如果适用，可能会涵盖如何优化本地搜索结果，包括Google My Business的设置，以及如何利用地理定位关键词来吸引本地客户。 5. **分析与监控**：强调了使用分析工具（如Google Analytics）跟踪和评估SEO效果的重要性，以及如何根据数据调整策略。 6. **SEO策略制定**：书中可能包含了一套系统性的方法来规划和实施SEO项目，指导读者如何从开发的角度出发，将SEO融入到整个网站设计和维护过程中。 7. **持续更新与适应变化**：SEO是一个不断变化的领域，因此，作者可能会讨论如何跟上搜索引擎算法的更新，保持策略的灵活性和适应性。本书面向的读者可能是那些希望提升自己网站SEO能力的个人或团队，无论是初学者还是有一定经验的SEO从业者，都可以从中获益。通过遵循书中的步骤，读者可以构建一个既有效又经济的SEO程序，而无需依赖昂贵的工具和服务。

connect lost relatives and manipulate elections (vis a vis season 3, House of Cards).

To understand and then anticipate what people will explore online seems like magic

for some people. There’s no magic in SEO, it only seems that way from the outside

because the actions taken are completely unpredictable. Search is the gateway to the

bounteous information held within the web, the Giant Global Graph and thus the

internet as a whole.

Building a successful SEO program means being realistic about your resources, auto‐

mating what you can when you can and experimenting all of the time. Try to learn

from those experiments. The thing about having gumption is that it’s presence does

not guarantee successful outcomes. SEO programs are doomed to fail when they

don’t quickly recognize what’s not working or get bogged down in minutia, but hey

that’s more billable hours, right? (kidding!)

Search optimization continues to happen everywhere- whether or not you take

notice. When you’re searching for something as simple as a person’s name it’s fairly

rare to not see various social media listings dominating page one. Sites like Facebook,

Yelp or LinkedIn easily own the top search listing on a search engine result page

(SERP) for a person’s name or business. If a person is not internet-active then arbitra‐

geurs or sites like Spokeo and White Pages will successfully rank for their name.

Common names often have expanded paid and organic results: listings pages on

LinkedIn or paid ads for background checks, alumni or finding public records.

You can lose significant ground to a competitor for a highly lucrative search term if

you do not invest in SEO, or at least stay aware of it. It’s imperative to remain aware of

how you appear online in today’s business world and the vast majority of society. One

scenario that can happen if you do not pay attention to your site’s SEO is that an arbi‐

trager will creep into the space. Arbitrageurs work to rank for what you want to rank

for and then sell it back to you (or anyone else who will pay). Arbitrageurs are like

ghost ships who play an expensive game of monopoly. I’ve seen very expensive online

usurping happen to companies who lag behind and it’s an unfortunate price to pay

for a slow market reaction time.

In order to grow a website’s presence, constant effort must be expended. Elements of

both offense and defense strategies should co-exist symbiotically within all search

programs. SEOs and Growth Hackers alike make moves with poles apart tactics and

maneuvers. Everyone can make a place on the virtual chess search board. What you

choose to do about it is up to you. I say own it.

Organizations with a lack of SEO mindfulness can easily become dependent on costly

paid search traffic for revenue. Paid traffic takes many forms: affiliate marketing,

retargeting, geo-local-mobile, etc. Paid is not a contradistinctive force to organic

search. There are many fiscal benefits to paid search when it is done right, especially

retargeting or social. Mixing organic and paid search can yield interesting

fruits. There are different areas of battle, prepare for all paths: instead of one if by

6 | Chapter 1: Welcome to the Battleeld

land, two by sea, the true professional covers both. Diversification of promotional

assets allows for the deepest penetration. It’s been shown countless times that it helps

users to gain trust when they see a company name mentioned twice or more in a

search result.

There are more search engines and methods for a site to be found than a simple Bing

search. Worrying about only one engine and method of search feels like the easiest

thing to do, but that’s not necessarily the best. Many SEO programs fail because they

forget to diversify. For example, I’ve been watching this new socially focused eco-

good browser Ecosia take off slowly but surely since 2013. Ecosia is fun to use and

returns generally useful results. I love that my search queries are planting trees! I’m at

1758 and counting.

In 2016 Ecosia’s traffic feels insignificant statistically if Google is the only foil for suc‐

cess. A portion of the proceeds on Ecosia’s ads go towards planting trees in Africa and

beyond, they surpassed 4 million trees in early 2016. The ads platform runs on

Yahoo! and Bing’s network. It all started when CEO and founder of Ecosia, Christian

Kroll read a book about the importance of rainforests and decided he had no choice

but to take action. He started Ecosia’s predecessor Forestle, which was managed in

partnership with Google. The project took off and started to take flight quickly. Then

it shut down suddenly.

The stories are markedly different about Forestle’s demise, but many agree it was a

success. Some people believe that project Forestle’s success is precisely why partner‐

ship with Google abruptly ended. Years later Kroll started Ecosia with the same mis‐

sion as Forsetle, to raise funds to tackle the problem of deforestation. Many people

are starting to notice this engine. It doesn’t pay to ignore seedlings, anything can hap‐

pen. The internet is a magical place.

Figure 1-1.

David vs. Goliath?

Right column shows growth month over month, April 2016

Yes, Ecosia is based on Bing right now, but anything could happen. There are many

rising stars in tech. New empires will form in search. Entirely new platforms and

methods of search will start to exist and evolve with the proliferation of IoT and the

Nth screen

Introduction | 7

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