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.


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.


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


  • 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


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 suede-shoes (compared to

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 绒面鞋(与相比)。

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.


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.


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.


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.


On-Page SEO and the Impact of Content


  • 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:


  • 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. 


Off-Page SEO and the Power of Quality Links


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.


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


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:


  • 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.


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.


Oh 游读者 👋
It’s nice to meet you.



Oh 游读者 👋
It’s nice to meet you.