搜索引擎优化指南：初学者实战宝典

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"Introduction to Search Engine Optimization: A Guide for Absolute Beginners" 是一本由 Todd Kelsey 和 Brandon Lyon 合著的专业指南，专为对搜索引擎优化（SEO）完全不了解的新手设计。该书深入浅出地讲解了搜索引擎优化的基础概念和技术，帮助读者理解如何优化网站以提高在搜索引擎结果中的排名，从而吸引更多的流量。本书的核心内容包括但不限于以下几个方面： 1. **搜索引擎工作原理**：首先，作者会解释搜索引擎是如何抓取网页、索引内容和评估网页质量的，让读者对搜索引擎的工作机制有基本了解。 2. **关键词研究**：学习如何选择与业务相关的关键词，以及如何进行竞争对手分析，确定最佳的关键词策略。 3. **网站结构优化**：涵盖了网站架构、URL设计、元标签（如标题标签和描述标签）的重要性，以及如何创建易于导航的网站。 4. **内容策略**：讨论高质量内容的创作和更新，如何编写搜索引擎友好的文本，以及如何利用图像和视频优化。 5. **技术SEO**：讲解如网站速度、移动优化、索引可见性等技术层面的问题，确保网站符合搜索引擎的最佳实践。 6. **链接建设**：介绍外部链接（如反向链接）对于排名的影响，以及如何通过自然链接策略来提升权威度。 7. **本地 SEO**：针对本地商业，讲述如何优化地理位置信息，以便在本地搜索结果中获得优势。 8. **SEO最佳实践和避免陷阱**：提供避免常见SEO错误的指导，如关键词堆砌、黑帽SEO方法等。 9. **监测和调整**：如何使用工具跟踪SEO效果，定期评估并调整策略以适应搜索引擎算法的变化。作为一本入门指南，它不仅提供了理论知识，还可能包含实际操作步骤和案例分析，以便读者能迅速上手并应用于实际项目中。此外，由于是英文原版，它也包含了针对非英语母语者的语言翻译提示，使得全球读者都能无障碍学习。整体而言，"Introduction to Search Engine Optimization: A Guide for Absolute Beginners" 是一个全面的资源，无论你是初次接触SEO，还是希望提升现有技能，都是一本不可或缺的参考书籍。通过阅读这本书，新手可以建立起坚实的SEO基础，并逐渐提升到更高的水平。

Introduction to Search Engine Optimization

have also tried to game Google, by trying all kinds of tricks to get higher

ranking in search results for their web sites and clients.

What I tell my students, and what I find constantly reinforced by the industry

and by Google itself, is that in the end, it pretty much all comes down to

quality of the content.

For example, if you did nothing other than write high quality, compelling,

relevant articles on topics related to your business and organization, Google

will find them, and more importantly, people will find them. If they’re relevant

and interesting, meaningful or helpful, more people will share them with other

people. If this happens, they will climb higher in rankings.

I feel like the 90% figure is fair—if you spend 90% of your time on developing

quality content (which could include video, of course), that’s the biggest battle

of search engine optimization. I’ve definitely witnessed efforts to master all the

supposed “best practices” but which end up short changing the content itself.

Remember what I called the core areas of digital marketing? Content,

AdWords, Social, and Analytics (CASA). The largest components of the field

of digital marketing can basically be reduced to these parts—notice that it all

begins with Content:

You need content to deploy on the social networks and messaging apps

where people spend increasing amounts of time. For the time being, for the

foreseeable future, people are using search engines to find information. What

you want to determine is how did it all perform?

Not the Only Game in Town

This book focuses on Google, google.com in particular, but it’s fair to say that

it’s not the only game in town. There are other search engines. As people’s

preferences shift and evolve, there will be other ways people search the

Internet .

Introduction to Search Engine Optimization

Then, very recently, the album was added to a site called CD Baby, which

offers artists the ability to be included in a kind of automatic video that people

can watch to get exposed to the music, so that shows up third.

All the way in fourth place is the original video upload, simply titled “Chew”. In

order to increase the rank, I could change the title to Gerbil Liberation Front.

I could also try to write Google and ask them to remove the unauthorized

content. Then, just as with any other search engine, I could try to get more

traffic to the video—for example, by mentioning it in a book.

Bing (not Crosby)

Bing.com is another search engine, not as huge as Google, but still fairly

popular. Techniques for getting higher-ranked content on Google apply to Bing

as well, and in the end, it still comes down to quality content.

What’s Next?

Not only does Google constantly evolve, but the entire industry of how people

get information and media changes. For example, around the time of this

writing, Apple introduced a new version of its operating system for iPhones,

which has a feature that allows developers to more easily write “ad blockers”.

Guess what is the core of Google’s 60 billion dollars a year in revenue? Ads.

If you consider how many people have iPhones out there (bajillions), then

something like being able to remove ads could have a significant impact on

Google. At the moment, pundits say various things—some tout doomsday,

others say that not everyone will even be aware or run the ad blockers. Plus

some ad blockers distinguish between “unobtrusive” ads like Google’s. (Try

searching on google.com—it appears really simple—then try visiting a page

like cnn.com and notice the obtrusive ads.) Then there’s evidence to suggest

that Google might make deals with some of the ad blockers to let at least

Google’s ads through.

Apple is not the only game in town—the other half or so of the market for

mobile phone operating systems is Android, which is a Google project.

But just sayin’—things change.

It wouldn’t shock me if Apple and Google merged, or Google bought Facebook,

or Google bought Twitter; but there’s still a need for search engines, and I

don’t think they will go away. The search experience for some people probably

started in libraries, looking for books on a computer system, or even a pre-

computer card system. And then there is just browsing! Through books, video,

music. Libraries have evolved and people don’t visit traditional physical libraries

as much as they used to. The search experience is there, and for most people,

it begins on Google, YouTube, or Amazon.

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搜索引擎优化指南：初学者实战宝典

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