2021年SEO的最终指南

当您需要新的营销想法时，您要做的第一件事是什么？当您决定是时候改变您最终保留书籍的方式时，该怎么办？甚至注意到汽车上的轮胎？

我的猜测：您转向Google。

但是你知道89％的B2B买家和81％的在线购物者照着做？

面对问题，挑战甚至选择，他们谷歌搜索。简单地。

因此，这是一个冷酷，苛刻的事实没有至少在Google中的某些业务，您的业务不可能长期生存。

在本指南中，您将发现建立这种存在的策略 -搜索引擎优化（SEO。）

您将了解什么是SEO，其工作原理以及您必须采取的措施将网站定位在搜索引擎结果中。

But before we begin, I want to reassure you of something.

如此多的资源使Sbob体育苹果系统下载安装EO复杂化。他们用技术术语吓到读者，专注于高级元素，很少解释除理论之外的任何事情。

I promise you, this guide isn’t like that.

In the following pages, I’m going to break SEO into its most basic parts and show you how to use all its elements to construct a successful SEO strategy. (And to stay up-to-date on SEO strategy and trends, check outHubSpot's Skill Up podcast）

Keep on reading to understand SEO, or jump ahead to the section that interests you most.

当被要求解释什么是SEO时，我经常选择称其为一种策略，以确保有人在搜索您的产品或服务类别时， they查找您的网站。

But this simplifies the discipline a bit. It doesn’t take elements like different customer information needs into consideration. However, it does reveal its essence.

In short, SEO drives two things —排名和可见性。

Rankings

这是搜索引擎用来确定在SERP中将特定网页放置在何处的过程。

能见度

该术语描述了搜索引擎结果中特定域的突出程度。具有较高的可见性，您的领域在SERP中很突出。当许多相关搜索查询不可见一个域时，就会发生较低的搜索可见性。

Both are responsible for delivering the main SEO objectives –交通和转换。

您应该使用SEO还有一个原因。

该学科几乎可以帮助您在整个购买过程中定位品牌。

In turn, it can ensure that your marketing strategies match the new buying behavior.

Because, as Google承认自己—客户行为已经永远改变。

Today, more people use search engines to find products or services than any other marketing channel.多18％的购物者choose Google over Amazon. 136% more prefer the search engine to other retail websites. AndB2B买家最多进行12次搜索平均而言，在与品牌互动之前。

更重要的是，他们更喜欢自己进行大部分购买过程。

例如，在 recent 调查集线器研究，我们发现有77％的人在与之互动之前先研究一个品牌。

福雷斯特透露that 60% of customers do not want any interaction with salespeople. Further, 68% prefer to research on their own. And 62% have developed their own criteria to select the right vendor.

What’s more, this process has never been more complicated.

资源：Forrester Research

最后，需求Gengen的2017年B2B买家调查发现61% of B2Bbuyers start the buying process with a broad web search. In comparison, only 56% go directly to a vendor’s website.

Early in the process, they use Google to find information about their problem. Some also inquire about potential solutions.

Then, they evaluate available alternatives based on reviews or social media hype before inquiring with a company. But this happens after they’ve exhausted all information sources.

And so, the only chance for customers to notice and consider you is by showing up in their search results.

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• 22 SEO Myths to Leave Behind in 2020

Google如何知道如何对页面进行排名？

Search engines have a single goal only. They aim to provide users with the most relevant answers or information.

Every time you use them, their algorithms choose pages that are the most relevant to your query. And then, rank them, displaying the most authoritative or popular ones first.

To deliver the right information to users, search engines analyze two factors:

• 搜索查询与页面上的内容之间的相关性。搜索引擎通过主题或关键字等各种因素进行评估。
• Authority, measured by a website’s popularity on the Internet. Google assumes that the more popular a page or resource is, the more valuable is its content to readers.

并分析所有这些信息，他们使用了称为的复杂方程式search algorithms。

Search engines keep their algorithms secret. But over time, SEOs have identified some of the factors they consider when ranking a page. We refer to them as ranking factors, and they are the focus of an SEO strategy.

正如您将不久所看到的，添加更多内容，优化图像文件名或改进内部链接可能会影响您的排名和搜索可见性。这是因为每个动作都改善了排名因素。

强大的SEO策略的三个核心组成部分

To optimize a site, you need to improve ranking factors in three areas — technical website setup, content, and links. So, let’s go through them in turn.

1. Technical Setup

要使您的网站排名，必须发生三件事：

First, a search engine needs find your pages on the Web.

然后，它必须扫描他们以了解他们的主题并确定其关键字。

And finally, it needs to add them to its index — a database of all the content it has found on the web. This way, its algorithm can consider displaying your website for relevant queries.

看起来很简单，不是吗？当然，没什么可担心的。毕竟，由于您可以毫无问题地访问您的网站，所以Google应该吧？

不幸的是，有一个渔获。网页看起来与您和搜索引擎不同。您将其视为图形，颜色，文本及其格式和链接的集合。

对于搜索引擎，只不过是文字。

As a result, any elements it cannot render this way remain invisible to the search engine. And so, in spite of your website looking fine to you, Google might find its content inaccessible.

Let me show you an example. Here’s how a typical search engine sees one of our articles. It’s这个顺便说一句，如果您想将其与原始内容进行比较。

注意一些有关它的事情：

• The page is just text. Although we carefully designed it, the only elements a search engine sees are text and links.
• As a result, it cannot see an image on the page (note the element marked with an arrow.) It only recognizes its name. If that image contained an important keyword we’d want the page to rank for, it would be invisible to the search engine.

That’s where technical setup, also called on-site optimization, comes in. It ensures that your website and pages allow Google to scan and index them without any problems. The most important factors affecting it include:

网站导航和链接

搜索引擎像您一样爬网站。他们遵循链接。搜索引擎爬网降落在页面上，并使用链接查找其他内容进行分析。但是，正如您在上面看到的，他们看不到图像。因此，将导航和链接设置为仅文本。

简单的URL结构

搜索引擎不喜欢阅读具有复杂结构的冗长单词。因此，如果可能的话，请保持不足。将它们设置为尽可能少的主要关键字，您要为其优化页面的主要关键字。

Page speed

Search engines, use the load time — the time it takes for a user to be able to read the page — as an indicator of quality. Many website elements can affect it. Image size, for example. UseGoogle的页面速度见解工具有关如何改进页面的建议。

Dead links or broken redirects

A dead link sends a visitor to a nonexistent page. A broken redirect points to a resource that might no longer be there. Both provide poor user experience but also, prevent search engines from indexing your content.

sitemap and robots.txt文件

站点地图是一个简单的文件，它列出了您网站上的所有URL。搜索引擎使用它来确定要爬网和索引的页面。另一方面，一个robots.txt文件告诉搜索引擎哪些内容不索引（例如，您不想出现在搜索中的特定策略页面。）创建既可以加快内容的爬行和索引。

重复的内容

Pages containing identical or quite similar content confuse search engines. They often find it near impossible to determine what content they should display in search results. For that reason, search engines consider duplicate content as a negative factor. And upon finding it, can penalize a website by not displaying any of those pages at all.

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2.内容

Every time you use a search engine, you’re looking for内容— information on a particular issue or problem, for example.

没错，此内容可能具有不同的格式。它可以是文本，例如博客文章或网页。但这也可能是视频，产品推荐，甚至是业务上市。

一切都满足。

对于SEO而言，这有助于获得更大的搜索可见性。

这里are two reasons why:

1. For one, content is what customers want when searching. Regardless of what they’re looking for, it’s content that provides it. And the more of it you publish, the higher your chance for greater search visibility.
2. 另外，搜索引擎使用内容来确定如何对页面进行排名。这是我们之前谈论的页面和一个人的搜索查询之间相关性的想法。

在爬行页面时，他们决定了其主题。分析页面长度或其结构等元素有助于他们评估其质量。基于此信息，搜索算法可以将一个人的查询与他们认为最相关的页面匹配。

The process of optimizing content begins with keyword research.

Keyword Research

SEO并不是要吸引任何访问者进入网站。您想吸引需要您出售并可能成为潜在客户的人，然后再成为客户。

However, that’s possible only if it ranks for the keywords those people would use when searching. Otherwise, there’s no chance they’d ever find you. And that’s even if your website appeared at the top of the search results.

That’s why SEO work starts with discovering what phrases potential buyers enter into search engines.

该过程通常涉及确定与您的业务相关的术语和主题。然后，将它们转换为初始关键字。最后，进行广泛的研究以揭示您的听众将使用的相关术语。

We’ve published a thorough guide to初学者的关键字研究。它详细列出了关键字研究过程。使用它来识别您应该定位的搜索术语。

With a list of keywords at hand, the next step is to optimize your content. SEOs refer to this process as on-page optimization.

On-Page Optimization

On-page optimization, also called on-page SEO, ensures that search engines a.) understand a page’s topic and keywords, and b.) can match it to relevant searches.

Note, I said “page” not content. That’s because, although the bulk of on-page SEO work focuses on the words you use, it extends to optimizing some elements in the code.

You may have heard about some of them — meta-tags like title or description are two most popular ones. But there are more. So, here’s a list of the most crucial on-page optimization actions to take.

Note: Since blog content prevails on most 网站，when speaking of those factors, I’ll focus on blog SEO — optimizing blog posts for relevant keywords. However, all this advice is equally valid for other page types too.

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a) Keyword Optimization

首先，确保Google了解您希望此页面排名的关键字。为此，请确保至少在以下内容中包含主要关键字：

• 帖子的标题：Ideally, place it as close to the start of the title. Google is known toput more value on words在标题开始时。
• URL：页面的网址还应该包括柯yword. Ideally, including nothing else. Also, remove any停止文字。
• H1 Tag:In most content management systems, this tag displays the title of the page by default. However, make sure that your platform doesn’t use a different setting.
• The first 100 words (or the first paragraph) of content:在博客文章开头找到关键字将使Google保证这是该页面的主题。
• 元标题和元描述标签：Search engines use these two code elements to display their listings. They display meta-title as the search listing’s title. Meta-description provides content for the little blurb below it. But above that, they use both to understand the page’s topic further.
• 图像文件名和Alt标签：还记得搜索引擎如何在页面上看到图形吗？他们只能看到他们的文件名。因此，请确保至少一个图像包含文件名中的关键字。

另一方面，Alt标签是文本浏览器显示的而不是图像（对于视觉上受损的访问者。）但是，由于ALT标签位于图像代码中，因此搜索引擎也将其用作相关信号。

另外，添加语义关键字— variations or synonyms of your keyword. Google and other search engines use them to determine a page’s relevancy better.

Let me illustrate this with a quick example. Let’s pretend that your main keyword is “苹果。”但是，您的意思是iPhone背后的水果或科技巨头吗？

现在，想象一下，当Google在副本中找到糖，果园或苹果酒等术语时会发生什么？选择将其排名的疑问会立即变得明显，对吗？

这就是语义关键字的作用。添加它们以确保您的页面不会开始显示无关的搜索。

b）与单键相关的无关单页优化因素

页面上的SEO不仅仅是整个页面上的关键字。以下因素有助于确认页面的信誉和权威：

• External links:Linking out to other, relevant pages on the topic helps Google determine its topic further. Plus, it provides a good user experience. How? By positioning your content as a valuable resource.
• 内部链接：这些链接可以通过两种方式帮助您提高排名。第一，它们允许搜索引擎在网站上查找并爬网。两个，他们表明语义关系between various pages, helping to determine its relevance to the search query better. As a rule, you should include at least 2-4 internal links per blog post.
• 内容的长度：长内容通常排名更好。That’s because, if done well, a longer blog post will always contain more exhaustive information on the topic.
• Multimedia:Although not a requirement, multimedia elements like videos, diagrams, audio players can signal a page’s quality. It keeps readers on a page for longer. And in turn, it signals that they find the content valuable and worth perusing.

3. Links

From what you’ve read in this guide so far, you know that no page will rank without two factors — relevance and authority.

为了为用户提供最准确的答案，Google和其他搜索引擎优先考虑他们认为与查询最相关的页面，但也很受欢迎。

The first two areas — technical setup and content — focused on increasing relevancy (though I admit, some of their elements can also help highlight the authority.)

但是，链接是造成受欢迎程度的原因。

但是，在我们谈论它们的工作方式之前，这是SEO在谈论链接时的含义。

什么是反向链接？

Links, also called backlinks, are references to your content on other websites. Every time another website mentions and points their readers to your content, you gain a backlink to your site.

For example, this article in Entrepreneur.com mentions our marketing statistics page. It also links to it allowing their readers to see other stats than the one quoted.

Google uses quantity and quality of links like this as a signal of a website’s authority. Its logic behind it is that webmasters would reference a popular and high-quality website more often than a mediocre one.

But note that I mentioned links quality as well. That’s because not all links are the same. Some — low-quality ones — can impact your rankings negatively.

Links Quality Factors

低质量或可疑的链接（例如，Google会故意构建的链接以使其成为更有权威的网站，可能会降低您的排名。

这就是为什么在建立链接时，SEO不专注于建造任何链接。他们一个im to generate the highest quality references possible.

自然，就像搜索算法一样，我们不知道哪些因素决定了链接的质量，特别是。但是，随着时间的流逝，SEO发现了其中一些：

1. The popularity of a linking site:搜索引擎认为权威的域中的任何链接自然都具有高质量。换句话说，来自指向它们的网站的链接，更好地工作。
2. 主题相关性：Links from domains on a topic similar to yours will carry more authority than those from random websites.
3. Trust in a domain:Just like with popularity, search engines also assess a website’s trust. Links from more trustworthy sites will always impact rankings better.

Link Building

In SEO, we refer to the process of acquiring new backlinks as链接构建。正如许多从业者承认的那样，这可能是一项具有挑战性的活动。

Link building, if you want to do it well, requires creativity, strategic thinking, and patience. To generate quality links, you need to come up with a链接构建策略。那不是很小的壮举。

请记住，您的链接必须通过各种质量标准。另外，搜索您故意构建它们的引擎并不明显。

这里are some strategies to do it:

• Editorial, organic links:这些反向链接来自网站，它们自己引用您的内容。
• Outreach:在此策略中，您可以联系其他网站以获取链接。这可以在许多方面发生。您可以创建一个惊人的内容，并通过电子邮件将其告诉他们。反过来，如果他们觉得很有价值，他们将引用它。您还可以建议他们在哪里可以链接到它。
• Guest posting:Guest posts are blog articles that you publish on third-party websites. In turn, those companies often allow including one or two links to your site in the content and author bio.
• 配置文件链接：最后，许多网站提供了创建链接的机会。在线资料就是一个很好的例子。通常，在设置此类配置文件时，您也可以在此处列出您的网站。并非所有此类链接具有强大的权威，但有些链接可能会具有强大的权威。并鉴于很容易创建它们，它们值得追求。
• 竞争分析：最后，许多SEO定期分析竞争对手的反向链接，以确定他们也可以为其网站重新创建的反向链接。

现在，如果您仍然和我在一起，那么您刚刚发现了对网站搜索成功负责的原因。

然后，下一步是弄清楚您的努力是否正在奏效。

How to Monitor & Track SEO Results

技术设置，内容和链接对于将网站纳入搜索结果至关重要。监视您的努力有助于进一步改善策略。

Measuring SEO success means tracking data about traffic, engagement, and links. And though, most companies develop their own sets of SEO KPIs (key performance indicators), here are the most common ones:

• 有机交通增长
• 关键字排名（分为品牌和非品牌术语）
• Conversions from organic traffic
• 页面上的平均时间和跳出率
• Top landing pages attracting organic traffic
• 索引页数
• Links growth (including new and lost links)

Local SEO

Up until now, we focused on getting a site rank in search results in general. If you run a local business, however, Google also lets you position it in front of potential customers in your area, specifically. But for that, you use local SEO.

这是值得的。

97％的客户使用搜索引擎查找本地信息。他们寻找供应商的建议，甚至是特定的业务地址。实际上，12% of customers每天寻找本地业务信息。

What’s more, they act on this information:75％的搜索者搜索后24小时内访问当地商店或公司的场所。bob全站app

但是请坚持，本地SEO与我们一直在谈论的内容不同吗？

是的，否。

Search engines follow similar principles for both local and global rankings. But given that they position a site for specific, location-based results, they need to analyze some other ranking factors too.

本地搜索结果看起来也不同：

• 他们一个ppear only for searches with a local intent (for example, “restaurant near me” or when a person clearly defined the location.)
• They contain results specific to a relevant location.
• They concentrate on delivering specific information to users that they don’t need to go anywhere else to find.
• They target smartphone users primarily as local searches occur more often on mobile devices.

For example, a local pack，本地结果中最突出的要素包括一个人选择业务所需的几乎所有信息。例如，以下是本地结果的Google显示器“最好的波士顿的餐厅。”

请注意，这些结果不包含任何内容的链接。相反，它们包括该地区的餐厅清单，显示其位置的地图以及有关每个餐厅的地图：

• 业务名称
• 描述
• 图片
• Opening hours
• 星评论
• 地址

通常，它们还包括公司的电话号码或网站地址。bob全站app

所有这些信息结合在一起，可帮助客户选择要从事的业务。但这也允许Google确定如何对其进行排名。

本地搜索排名因素

When analyzing local websites, Google looks at the proximity to a searcher’s location. With本地搜索包含这个词的兴起,“near me,” it’s only fair that Google will try to present the closest businesses first.

Keywords are essential for local SEO too. However, one additional element of on-page optimization is the presence of a company’s name, address, and phone number of a page. In local SEO, we refer to it as the NAP.

同样，这是有道理的，因为搜索引擎需要一种评估公司位置的方法。bob全站app

Google assesses authority in local search not just by links. Reviews and citations (references of a business’s address or a phone number online) highlight its authority too.

最后，企业包含的信息Google我的业务- 搜索引擎管理本地业务清单的平台 - 在其排名中发挥了重要作用。

The above is just the tip of the iceberg. But they are the ones to get right first if you want your business to rank well in local search.

什么是黑色帽子SEO？

我想向您突出的SEO的最后一面是我也希望您永远不会想使用的东西。我是认真的。

因为，尽管它可能有诱饵，但black hat SEO通常以搜索清单的罚款结束。

Black hat practices aim at manipulating search engine algorithms using strategies against search engine guidelines. The most common black hat techniques include keyword stuffing, cloaking (hiding keywords in code so that users don’t see them, but search engines do,) and buying links.

那么，为什么有人会使用黑帽SEO？首先，因为通常，按照Google的指南对网站进行排名需要时间。实际上很长一段时间。

例如，黑帽策略使您可以减少链接构建的复杂性。关键字填充允许对许多关键字进行排名一页，而无需创建更多内容资产。

但是，正如所说，被抓住通常会导致站点被完全从搜索清单中删除。

我在这里提到的原因是我希望您意识到SEO中没有捷径。并意识到任何人提出的策略似乎太好了，无法实现。

SEO资bob体育苹果系统下载安装源& Training

本指南只是发现SEO的起点。但是还有更多要学习的东西。

这里are online training resources to try next:

• The Hubspot SEO Academy
• Google分析课程
• SEO工作课程

您还可以从行业专家及其博客中挑选SEO知识。这里 aresome worth reading:

• SEMrush
• 莫兹
• Yoast
• Brightlocal(local SEO advice)
• 搜索引擎期刊
• 搜索引擎手表
• 搜索引擎土地
• Bruce Clay Inc.

Over To You

Without actively positioning its content in search results, no business can survive long.

通过提高搜索可见性，您可以带来更多的访问者，进而带来转化和销售。这是值得花时间成为SEO专家的时间。