Search engine optimization (SEO) has been around for almost as long as the Internet has been public, and since the early days, organizations have been using it to reach new audiences, bring traffic to their websites, spread knowledge, and drive growth.

搜索引擎优化搜索引擎优化(SEO)几乎和互联网公开一样长时间存在,从早期开始,组织就一直在使用它来接触新的受众,给他们的网站带来流量,传播知识,并推动增长。

But SEO has changed a great deal since it was first used to stuff as many keywords as possible into content and fill pages with backlinks. Over time, SEO has become a sophisticated and technical practice that’s highly informed by current web user behavior, and today’s incarnation uses both on-page and off-page techniques to ensure high-quality websites make it to the top of search engine result pages.

但是 SEO 已经改变了很多,因为它第一次被用来填充尽可能多的关键字到内容和页面与反向链接。随着时间的推移,搜索引擎优化已经成为一个复杂的技术实践,高度了解当前的网络用户行为,今天的化身使用页面内和页面外技术,以确保高质量的网站使其成为搜索引擎结果页面的顶端。

But what exactly are on- and off-page SEO, and how can digital marketers use them to serve clients? That’s exactly what today’s discussion will be dedicated to, so stick around to learn everything you need to know about modern SEO best practices.

但是什么是网页内外的搜索引擎优化,数字营销人员如何利用它们为客户服务呢?这正是今天的讨论将致力于的,所以坚持学习你需要知道的关于现代 SEO 最佳实践的一切。

Understanding On-Page SEO

了解页面上的 SEO

On-page SEO involves all the on-site techniques you can employ to ensure a webpage will rank on a SERP, and it can also help determine how well that page ranks. It uses both content and technical elements to improve the quality of a page, so the more on-page SEO you do, the more traffic you’ll get to a website and the more relevant that traffic will be.

页面搜索引擎优化包括所有的现场技术,你可以采用,以确保网页将在搜索结果页面排名,它也可以帮助确定如何良好的网页排名。它同时使用内容和技术元素来提高页面的质量,所以你做的页面搜索引擎优化越多,网站的流量就越大,流量也就越相关。

There are many different technical aspects of a webpage that can be optimized with on-page SEO, and they include:

有许多不同的技术方面的网页,可以优化的页面搜索引擎优化,它们包括:

  • Title tags 标题标签
  • Headings 标题
  • URL structure 网址结构
  • Alt text for images 图片的 Alt 文本
  • Site speed 网站速度
  • Internal links 内部链接
  • Meta descriptions 元描述
  • Responsiveness 响应性

On-Page SEO Technical Best Practices

页面搜索引擎优化技术最佳实践

Title tags are HTML elements you can use to designate the name of a webpage, and that get displayed on SERPS as the clickable result title. Each title tag should be unique, descriptive about what the page is about, optimized with a keyword and under 60 characters in length.

标题标签是 HTML 元素,你可以使用它来指定网页的名称,并且在 SERPS 上显示为可点击的结果标题。每个标题标签都应该是唯一的,描述页面的内容,使用关键字进行优化,长度不超过60个字符。

Headings are the titles you give your content, and these should be in H1 format for the best results. Headings should focus on relevant and descriptive words, and while you can optimize them with keywords, don’t stuff them full. In order to break up content, you can also use subheadings (H2 through H6) following the same best practices, but don’t repeat keywords or phrases throughout a post.

标题是你给你的内容的标题,这些标题应该是 h1格式的,以获得最好的结果。标题应该集中在相关的和描述性的词语上,当你可以用关键字优化它们的时候,不要把它们塞得满满的。为了分解内容,你也可以按照相同的最佳实践使用副标题(h2到 H6) ,但是不要在整篇文章中重复关键词或短语。

URL structure is important when search engines determine how relevant a page is compared to a query, and it should be descriptive of the page’s subject. You can also optimize URLs with keywords, so long as they’re relevant. An example of a good URL structure would be http://www.shoelovers.com/red- suede-shoes (compared to www.shoelovers.com/123456).

当搜索引擎决定一个页面与一个查询的相关程度时,URL 结构非常重要,它应该是对页面主题的描述。你也可以使用关键字优化 url,只要它们是相关的。一个好的 URL 结构的例子是 http://www.shoelovers.com/red- 绒面鞋(与 www.shoelovers.com/123456相比)。

Alt text or alternative text provides search engines with more information about an image, though it’s typically used to describe images to web visitors who can’t see them. As such, alt text should be specific and descriptive of the image content, 125 characters or less, and optimized with a keyword or phrase only if appropriate.

替代文本或替代文本为搜索引擎提供了更多关于图像的信息,尽管它通常用于向无法看到图像的网络访问者描述图像。因此,替换文本应该是具体的和描述的图像内容,125个字符或更少,并优化与关键字或短语,只有在适当的情况下。

Page load speed is important because slow-loading pages have high bounce rates: 47% of people expect a site to load within two seconds, and 40 percent will leave after three. As such, search engines penalize slow-loading pages with a lower ranking, so it’s important to ensure fast page load speed.

页面加载速度很重要,因为缓慢加载的页面有很高的跳出率: 47% 的人期望网站在两秒钟内加载完毕,40% 的人在三秒钟后离开。因此,搜索引擎惩罚排名较低的缓慢加载页面,所以确保快速页面加载速度很重要。

Internal links make your site easy to navigate for visitors, but they also make it easier for search engines to understand your site and index your pages, and this will result in a higher rank. At the very least, each page on your site should link back to its category or subcategory page and to the homepage.

内部链接使你的网站更容易为访问者导航,但它们也使搜索引擎更容易理解你的网站和索引你的网页,这将导致更高的排名。至少,你网站上的每个页面都应该链接到它的类别或子类别页面和主页。

Meta descriptions are brief but vivid descriptions that expand on title tags, summarize a page’s content and tell web users why they should read your content instead of somebody else’s. The meta description appears below the title and the URL, and it should be kept below 160 characters.

元描述是简洁而生动的描述,扩展了标题标签,总结了页面的内容,告诉网络用户为什么他们应该阅读你的内容而不是别人的。元描述出现在标题和 URL 下面,并且应该保持在160个字符以下。

Responsiveness is a design element that ensures your page will display properly on any device, including mobile devices and desktop ones. This will continue to be an important factor as more and more people around the world use mobile devices for online search.

响应性是一个设计元素,确保您的网页将显示在任何设备,包括移动设备和桌面的正确。随着世界各地越来越多的人使用移动设备进行在线搜索,这将继续成为一个重要因素。

Finally, a note about keywords. Keywords are the glue that holds together your on-page SEO strategy because they can be incorporated into all these technical elements to help the right visitors find you at the right time. In order to be effective, keywords must be researched and carefully selected, and they must be worked into content in a natural and seamless way.

最后,关于关键字的注释。关键词是粘合剂,把你的网页搜索引擎优化策略,因为他们可以纳入所有这些技术元素,以帮助正确的访问者找到你在正确的时间。为了有效,关键词必须经过研究和精心挑选,必须以自然和无缝的方式将它们转化为内容。

On-Page SEO and the Impact of Content

页面内搜索引擎优化与内容的影响

  • While the technical aspects are important, one of the most crucial elements of on-page SEO is content because this is what brings traffic to your site. 虽然技术方面很重要,但是页面搜索引擎优化最关键的因素之一是内容,因为这会给你的网站带来流量

However, not just any content will do, and today’s web users are looking for relevant, interesting, engaging, and informative content that fills a need. In other words, people must want to consume the content you’ve created, which can come in a number of different forms, such as:

然而,不是任何内容都可以做到,今天的网络用户正在寻找相关的、有趣的、吸引人的、信息丰富的内容来满足他们的需求。换句话说,人们一定想要消费你创建的内容,这些内容可以有很多不同的形式,比如:

  • Blogs 博客
  • Web page copy 网页拷贝
  • Videos 视频
  • Infographics 信息图表
  • Podcasts 播客
  • Whitepapers 白皮书
  • Ebooks 电子书
  • Interviews 访谈
  • Case studies 案例研究
  • Original research 原创研究
  • Reviews 评论
  • Instructional articles 指导性文章
  • Quizzes and poles 小测验和电线杆

However, another important element about the content you create is that others must be able to link to it, which means avoiding content that requires a login, copyrighted material, and certain slide shows. 

然而,关于你创建的内容的另一个重要因素是,其他人必须能够链接到它,这意味着避免需要登录的内容、版权材料和特定的幻灯片放映。

Off-Page SEO and the Power of Quality Links

网页外搜索引擎优化和质量链接的力量

Just as keyword stuffing used to be an acceptable practice that’s gone the way of the dodo, so too is the practice of buying or trading spammy backlinks in an effort to increase page rank. The search engines have been wise to these practices for some time, and filling your page with irrelevant backlinks will actually get you penalized rather than promoted.

正如关键词填充曾经是一种可以接受的做法,现在已经过时了,为了提高页面排名而购买或交易垃圾反向链接的做法也是如此。一段时间以来,搜索引擎已经明智地采用了这些做法,在你的页面上填满不相关的反向链接实际上只会让你受到惩罚,而不是提升。

Although the search engines take into account both the number and quality of your backlinks (as well as the number of referring domains), quality is much more important than quantity.

尽管搜索引擎会考虑反向链接的数量和质量(以及引用域名的数量) ,但质量比数量更重要。

The key takeaway is that while backlinks are integral to off-page SEO, a single quality backlink from an authoritative site is worth more than 10 or even 100 low-quality links. Link building isn’t always the easiest task, but here are four strategies, according to Neil Patel, that you can use:

关键的外卖是,虽然反向链接是不可或缺的离页搜索引擎优化,一个单一的质量从一个权威网站反向链接价值超过10个甚至100个低质量的链接。链接建设并不总是最容易的任务,但是根据 Neil Patel 的说法,这里有四个策略,你可以使用:

  • Writing guest blogs to promote yourself as an expert in your field 写客座博客来宣传自己是你所在领域的专家
  • Write content that mentions influencers in your field, because posts like this are highly popular 写一些在你的领域里提到有影响力的人的内容,因为像这样的帖子非常受欢迎
  • Scour blogs (particularly influencer blogs) in your field for broken links, and then suggest replacing the broken link with content you’ve written on the same subject 搜索你所在领域的博客(尤其是有影响力的博客) ,寻找失效的链接,然后建议将失效的链接替换为你在同一主题上写的内容
  • Take advantage of the popularity of infographics by creating lots of them 利用信息图表的流行,创建大量的信息图表

For more insights on how to create linkable content, see our article: 4 winning strategies to write content that other people link to.

关于如何创建可链接内容的更多见解,请参阅我们的文章: 4个制胜策略,写出其他人链接到的内容。

Other Off-Page SEO Best Practices

其他页外搜索引擎优化最佳实践

Although quality backlinks are the backbone of an off-page SEO strategy, there are other techniques you can use to increase site authority and encourage more links.

尽管高质量的反向链接是页外 SEO 策略的骨干,但是还有其他一些技术可以用来增加网站的权威性和鼓励更多的链接。

One is adding your business to local listings and internet directories, including things like Google My Business, Yelp, Yellow Pages, and other local listings. Once added, make sure all the information is accurate, and that your name, address, and phone number are consistent across all platforms.

一种是将你的业务添加到本地列表和互联网目录中,包括谷歌我的业务、 Yelp、黄页和其他本地列表。一旦添加,请确保所有信息都是准确的,并且您的姓名、地址和电话号码在所有平台上都是一致的。

Another way you can engage in off-page SEO (while also increasing trust and brand recognition) is by participating in discussions on sites like Quora and answering questions on other Q and A sites, especially if you have expertise you can share with the community.

另一种参与网页外搜索引擎优化(同时也增加信任和品牌认知)的方式是参与像 Quora 这样的网站的讨论,回答其他 q 和 a 网站的问题,特别是如果你有专业知识可以与社区分享。

A final off-page SEO technique you can use is submitting backlinked content to various sharing sites, including image, audio, and video sharing sites. Some of the most popular of these include:

最后一个你可以使用的离页搜索引擎优化技术是向各种分享网站提交反向链接的内容,包括图片、音频和视频分享网站。其中最受欢迎的包括:

  • Video: Vimeo and Dailymotion 视频: Vimeo 和 Dailymotion
  • Audio: SoundCloud and Podbean 音频: SoundCloud and Podbean
  • Image: Flickr, Instagram, and Pinterest 图片来源: Flickr,Instagram,和 Pinterest

Search engine optimization best practices are evolving all the time as web user and online consumer behavior changes, and right now the best approach to SEO is having a solid strategy in place to address both on- and off-page elements.

随着网络用户和在线消费者行为的改变,搜索引擎优化搜索引擎优化的最佳实践一直在发展,现在最好的搜索引擎优化方法是有一个坚实的策略来解决页面内外的元素。

On-page, the main concerns are quality content and making sure the technical aspects of the site have been optimized for speed, efficiency, and keywords. Off-page, the most important thing you can do is encourage quality backlinks from authoritative sites, because this will guarantee search engines see your site as relevant and important, and you’ll be rewarded with a higher rank.

在页面上,主要的问题是质量内容和确保网站的技术方面已经优化的速度,效率和关键字。在页面之外,你能做的最重要的事情是鼓励来自权威网站的高质量反向链接,因为这将保证搜索引擎看到你的网站是相关的和重要的,并且你将获得更高的排名。

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Oh 游读者 👋
It’s nice to meet you.

每周三,您都将收到一封内容详实的Newsletter.