什么是SEO？
搜索引擎优化（SEO）是从搜索引擎到您的网站的目标网站流量的艺术和科学。

以下是我们将在这个完整的SEO指南中介绍的主题：

为什么SEO很重要？
搜索引擎的工作原理
客户和关键字
SEO友九游会ag登录j9内容
高质量的内容示例
页面上的SEO基础知识
技术SEO简介
链接建筑基础知识
搜索意图
新兴的SEO趋势
为什么SEO很重要？
简而言之：搜索是一种很大的流量来源。

事实上，这里是大多数网站流量来源的细分：

交通数据推荐人
如您所见，网络上近60％的流量都来自Google搜索。如果您将来自其他热门搜索引擎（如Bing，Yahoo和YouTube）的流量加在一起，则70.6％的流量来自搜索引擎。

网络流量来源
让我们通过一个例子说明SEO的重要性......

假设您经营一家派对供应公司。据谷歌称，每个月有110,000人搜索“派对用品”。

搜索次数
考虑到Google的第一个结果大约占所有点击次数的20％，如果您出现在顶部，则每月有22,000名访问者访问您的网站。

点击次数
但是，让我们量化一下 - 这些访问者的价值是多少？

该搜索词组的平均广告客户每次点击花费约1美元。这意味着22,000名访客的网络流量每月大约22,000美元。

每次点击的价值是多少
那就是那个搜索短语。如果您的网站是SEO友九游会ag登录j9，那么您可以排名数百（有时是数千）不同的关键字。

在其他行业，如房地产或保险业，搜索引擎流量的价值要高得多。

例如，广告客户在搜索短语“汽车保险价格报价”上每次点击支付超过45美元。

跨行业的搜索引擎流量值
有机与付费结果

搜索引擎结果页面分为两个不同的部分：有机和付费结果。

有机.vs。 付费结果
有机搜索结果

有机搜索结果（有时称为“自然”结果）是自然结果，根据绩效排名为100％。

In other words, there’s no way to pay Google or other search engines in order to rank higher in the organic search results.

Search engine rank the organic search results based on hundreds of different ranking factors. But in general, organic results are deemed by Google to be the most relative, trustworthy, and authoritative websites or web pages on the subject.

有机结果是更高的质量
I have more details how search engine algorithms work later on. But for now, the important thing to keep in mind is:

When we talk about “SEO”, we’re talking about ranking your website higher up in the organic search results.

Paid Results

Paid search results are ads that appear on top of or underneath the organic results.

按付金额排列的付费结果
Paid ads are completely independent of the organic listings. Advertisers in the paid results section are “ranked” by how much they’re are willing to pay for a single visitor from a particular set of search results (known as “Pay Per Click Advertising”).

How Search Engines Work
When you search for something in Google (or any other search engine), an algorithm works in real-time to bring you what that search engine considers the “best” result.

Specifically, Google scans its index of “hundreds of billions” of pages in order to find a set of results that will best answer your search.

How does Google determine the “best” result?

Even though Google doesn’t make the inner workings of its algorithm public, based on filed patents and statements from Google, we know that websites and web pages are ranked based on:

Relevancy

If you search for “chocolate chip cookie recipes”, you don’t want to see web pages about truck tires.

That’s why Google looks first-and-foremost for pages that are closely-related to your keyword.

However, Google doesn’t simply rank “the most relevant pages at the top”. That’s because there are thousands (or even millions) of relevant pages for every search term.

For example, the keyword “cookie recipes” brings up 349 million results in Google:


So to put the results in an order that bubbles the best to the top, they rely on three other elements of their algorithm:

Authority

Authority is just like it sounds: it’s Google’s way of determining if the content is accurate and trustworthy.

The question is: how does Google know if a page is authoritative?

They look at the number of other pages that link to that page:

权限由链接的页数决定
(Links from other pages are known as “backlinks”)

In general, the more links a page has, the higher it will rank:

更多反向链接;  更高的排名
(In fact, Google’s ability to measure authority via links is what separates it from search engines, like Yahoo, that came before it).

Usefulness

Content can be relevant and authoritative. But if it’s not useful, Google won’t want to position that content at the top of the search results.

In fact, Google has publicly said that there’s a distinction between “higher quality content” and “useful” content.

更高质量的内容和有用的内容之间的区别
For example, let’s say that you search for “Paleo Diet”.

The first result you click on (“Result A”) is written by the world’s foremost expert on Paleo. And because the page has so much quality content on it, lots of people have linked to it.

无组织的内容
However, the content is completely unorganized. And it’s full of jargon that most people don’t understand.

Contrast that with another result (“Result B”).

It’s written by someone relatively new to the Paleo Diet. And their website doesn’t have nearly as many links pointing to it.

However, their content is organized into distinct sections. And it’s written in a way that anyone can understand:

有用的内容
Well, that page is going to rank highly on the “usefulness scale”. Even though Result B doesn’t have as much trust or authority as Result A, it will still perform well in Google.

(In fact, it may even rank HIGHER than Result A)

Google measures usefulness largely based on “User Experience Signals”.

In other words: how users interact with the search results. If Google sees that people really like a particular search result, it will get a significant ranking boost:

积极的用户体验提升了排名
My #1 SEO Tip for Higher Rankings

Create a website that people love! Search engines are designed to measure different signals across the Web so they can find websites that people like most. Play right into their hands by making those signals real and not artificial.

And now it’s time to put this stuff into practice with a step-by-step SEO tutorial.

Customers and Keywords
Before you start to dive into the nitty gritty of title tags and HTML, it’s important not to skip an important step:

Customer and keyword research.

Here’s where you figure out what your customers search for… and the exact words and phrases they use to search. That way, you can rank your site for things that your customers search for every day.

Sound good? Here’s exactly how to do it.

Customer Research

If you already run an online business you probably have a good idea of what your target customer looks like.

(Also known as a “Customer Persona”).

Here’s an example:

篮球比赛
This type of customer research isn’t just to help you create products that people want. It’s also a super important part of SEO and content marketing.

I’ll explain…

To succeed with SEO, you need to create content around topics that your customers search for.

And unless you know who your customer is, it’s almost impossible to understand the types of things that they search for (more on that later).

The best way to dig deep into your target customer? HubSpot’s Make My Persona tool.

制作我的角色工具
This nifty free tool helps you create a customer persona, step-by-step. At the end of the process you’ll have a detailed avatar that you can refer to again and again.

角色概述
Nice!

Finding Keywords

Now that you have a customer personal, it’s time for the next step: keyword research.

Here’s where you drill down into the exact words and phrases (search queries) that customers type into the search box.

In general, keywords tend to fall into two main buckets: keywords people use to find what you sell (Product Keywords).

You also have keywords your target audience uses when they’re not specifically looking for what you sell (Informational Keywords).

产品.vs。 信息关键字
How about an example?

Let’s say that you run an ecommerce website that sells tennis shoes.

Your bucket of product keywords would be things like:

Tennis shoes free shipping
Nike tennis shoes
Tennis shoes for flat feet
On the other hand, Informational Keywords are things that your audience is interested in when they’re not necessarily searching for shoes:

Second serve tutorial
How to stop unforced errors
Proper backhand form
How to hit a topspin serve
And to succeed with SEO, you want to optimize pages on your website around both types of keywords.

That way, when your customer searches for your product, you show up in the search engine results.

And for keywords that your customers use when they’re NOT looking for your product or service, you show up for those too.

Keyword Research Tips

Here are a few tips to help you find keywords.

First, use Google Autocomplete.

You’ve probably noticed this feature already.

Whenever you start typing something into Google, you get a bunch of search suggestions:

Google自动填充功能
I recommend typing keyword ideas into Google and jotting down any suggestions that come up.

Second, type words and phrases into Answer The Public.

回答公众
This free tool is GREAT for finding informational keywords.

For example, if you run a blog about the Paleo Diet, you’d type “paleo diet” into ATP:

回答公众 -  
And it will pump out questions that people ask around that topic.

For example, one question I found was “will paleo diet increase cholesterol?”.

回答公众 -  
That question is an awesome topic for a blog post or video.

Next, use a keyword research tool.

关键字工具可以帮助您确定搜索每个关键字的人数以及在该字词的Google九游会ag登录j9上排名的难度。

换句话说，他们可以帮助您从列表中选择最佳关键字。那里有一百万个关键词研究工具。

以下是我建议退房的一些内容：

SEMRush
KeywordTool.io
关键字无处不在扩展
Moz Keyword Explorer
种子关键词
但最九游会ag登录j9全九游会ag登录j9免费关键字工具是Google的关键字规划师。

Google关键字规划师
尽管Keyword Planner旨在帮助人们使用Google广告系列，但它仍然可以帮助您找到SEO的关键字。

您只需输入产品关键字或信息关键字即可。

Google关键字规划师 -  
You’ll then get data on that exact phrase (like a search volume range)… and a list of related keywords.


例如，从我的网站查看此帖子。

15链接建设工具
因为我在我的标题标签和整个内容中包含了我的关键字，所以我在该术语中排名前5位也就不足为奇了：


但我也包含了很多关键词的变体......以及所谓的“LSI关键词”。

（LSI关键字基本上与我的主要关键字密切相关的术语）

例如，我在帖子中包含LSI关键字，如“外展工具”和“反向链接分析”。

LSI关键字
另一个例子怎么样？

假设您刚刚发布了一篇围绕关键字优化的文章：“数字营销技巧”。

好吧，你想在你的内容中使用该术语的变体，例如：

网络营销技巧
博客提示
初学者营销技巧

不安全的网站
因此，如果您的网站不安全，我建议尽快设置。

迁移到HTTPS的唯一问题是您的网页突然有不同的网址。因此，您的网页全部重定向到相同的网址非常重要。

九游会ag登录j9网站的不同版本
如果您需要参与此过程，我建议您查看此清单。

很多人问我的一个问题是：“切换到HTTPS会改善我的谷歌排名吗？”。

我的回答：“也许”。

我不认为HTTPS是一个超级重要的排名因素。事实上，谷歌将HTTPS称为“决胜局”。

谷歌HTTPS决胜局
因此，如果您排名第8，那么迁移到HTTP可能会将您带到＃7。

例如，我们在2017年9月底将整个Backlinko网站移至HTTPS。

与转换前相比，下个月我们的有机流量几乎相同：

HTTPS交换机流量

章
每章都是我网站上的不同页面。对于那些直接登陆我导游的“主页”的人来说，这种结构非常棒。

但是，假设您搜索了“关键字工具”。你登陆这个页面了：

Backlinko  - 第6章
你可能会想：“第6章？”。我只想要一个工具列表......而不是多章节指南。

这也是该网页在Google中排名不佳的原因之一。

所以去年我决定更好地将页面与搜索意图对齐。

首先，我扫描了我的目标关键字的第一页结果：


我意识到我的页面没有列出足够的工具。大多数搜索“关键字研究工具”的人都想要一个包含10多种工具的列表。但我的页面只概述了X工具。

接下来，我调整了页面，使其符合用户意图。

具体来说，我将页面从我的指南中的一章翻到了一个完整的帖子。

15个最九游会ag登录j9工具

YouTube搜索
与其他社交媒体网站（如Twitter）不同，YouTube也是一个非常受欢迎的搜索引擎。这意味着SEO对于YouTube排名来说非常重要。

此外，根据Sistrix的说法，YouTube视频现在也成为Google搜索结果的重要组成部分。

当然，YouTube视频多年来一直在谷歌的搜索结果中。但是在过去18个月左右的时间里，他们占据了越来越多的SERP房地产......特别是在首位以上：


这意味着在YouTube上出现是2019年搜索引擎优化的绝对必要条件。

如果您是YouTube SEO的新手，此视频将为您提供基础知识。


结论

我希望你喜欢这个初学者的SEO指南。

如您所见，有很多关于搜索引擎优化的知识。但考虑到SEO可以带来多少目标流量，这是值得的时间和精力。

因此，我建议您开始使用基础知识：确保搜索引擎可以完全抓取您的网站。然后开始创建关键字优化内容。然后做一些外展活动，让其他网站链接到你。

这三个步骤是SEO的基础。

一旦你觉得你已经掌握了这些，就开始寻找更高级的东西，比如YouTube和语音搜索SEO。

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