SEO技术权威指南：从基础到实践，提升网站自然流量

What is SEO? (什么是SEO？)

SEO stands for "search engine optimization." It's the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as "organic") search engine results.

SEO代表“搜索引擎优化”。这是一种通过非付费（也称为“自然”）搜索引擎结果来提高网站流量质量和数量以及品牌曝光度的实践。

Despite the acronym, SEO is as much about people as it is about search engines themselves. It's about understanding what people are searching for online, the answers they are seeking, the words they're using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer.

尽管是缩写，SEO既关乎搜索引擎本身，也关乎用户。它涉及理解人们在网上搜索什么、他们寻求的答案、他们使用的词语以及他们希望消费的内容类型。了解这些问题的答案将使您能够连接到正在网上寻找您提供的解决方案的用户。

If knowing your audience's intent is one side of the SEO coin, delivering it in a way search engine crawlers can find and understand is the other. In this guide, expect to learn how to do both.

如果了解受众意图是SEO的一面，那么以搜索引擎爬虫能够找到和理解的方式呈现内容就是另一面。在本指南中，您将学习如何做到这两点。

Search Engine Basics (搜索引擎基础)

Search engines are answer machines. They scour billions of pieces of content and evaluate thousands of factors to determine which content is most likely to answer your query.

搜索引擎是答案机器。它们搜索数十亿条内容并评估数千个因素，以确定哪些内容最有可能回答您的查询。

Search engines do all of this by discovering and cataloguing all available content on the Internet (web pages, PDFs, images, videos, etc.) via a process known as "crawling and indexing," and then ordering it by how well it matches the query in a process we refer to as "ranking." We'll cover crawling, indexing, and ranking in more detail in the next chapter.

搜索引擎通过一个称为“爬取和索引”的过程来发现和编录互联网上所有可用内容（网页、PDF、图像、视频等），然后通过一个我们称为“排名”的过程根据内容与查询的匹配程度进行排序。我们将在下一章更详细地介绍爬取、索引和排名。

Which Search Results Are "Organic"? (哪些搜索结果属于“自然”结果？)

As we said earlier, organic search results are the ones that are earned through effective SEO, not paid for (i.e. not advertising). These used to be easy to spot - the ads were clearly labeled as such and the remaining results typically took the form of "10 blue links" listed below them. But with the way search has changed, how can we spot organic results today?

如前所述，自然搜索结果是通过有效的SEO获得的，而不是付费的（即不是广告）。过去这些很容易识别——广告被明确标记，其余结果通常以“10个蓝色链接”的形式列在下方。但随着搜索方式的变化，我们今天如何识别自然结果呢？

Today, search engine results pages — often referred to as "SERPs" — are filled with both more advertising and more dynamic organic results formats (called "SERP features") than we've ever seen before. Some examples of SERP features are featured snippets (or answer boxes), People Also Ask boxes, image carousels, etc. New SERP features continue to emerge, driven largely by what people are seeking.

如今，搜索引擎结果页面（通常称为“SERPs”）比以往任何时候都包含更多广告和更多动态的自然结果格式（称为“SERP功能”）。SERP功能的一些例子包括精选摘要（或答案框）、相关问答框、图片轮播等。新的SERP功能不断出现，主要由用户需求驱动。

For example, if you search for "Denver weather," you'll see a weather forecast for the city of Denver directly in the SERP instead of a link to a site that might have that forecast. And, if you search for "pizza Denver," you'll see a "local pack" result made up of Denver pizza places. Convenient, right?

例如，如果您搜索“Denver weather”，您将直接在SERP中看到丹佛市的天气预报，而不是指向可能包含该预报的网站的链接。而且，如果您搜索“pizza Denver”，您将看到一个由丹佛披萨店组成的“本地包”结果。很方便，对吧？

It's important to remember that search engines make money from advertising. Their goal is to better solve searcher's queries (within SERPs), to keep searchers coming back, and to keep them on the SERPs longer.

重要的是要记住，搜索引擎通过广告赚钱。它们的目标是更好地解决搜索者的查询（在SERPs内），让搜索者不断返回，并让他们在SERPs上停留更长时间。

Some SERP features on Google are organic and can be influenced by SEO. These include featured snippets (a promoted organic result that displays an answer inside a box) and related questions (a.k.a. "People Also Ask" boxes).

Google上的一些SERP功能是自然的，并且可以受到SEO的影响。这些包括精选摘要（一个显示框内答案的推广自然结果）和相关问题（也称为“相关问答”框）。

It's worth noting that there are many other search features that, even though they aren't paid advertising, can't typically be influenced by SEO. These features often have data acquired from proprietary data sources, such as Wikipedia, WebMD, and IMDb.

值得注意的是，还有许多其他搜索功能，即使不是付费广告，通常也无法受到SEO的影响。这些功能通常从专有数据源（如Wikipedia、WebMD和IMDb）获取数据。

Why SEO is Important (为什么SEO很重要)

While paid advertising, social media, and other online platforms can generate traffic to websites, the majority of online traffic is driven by search engines.

虽然付费广告、社交媒体和其他在线平台可以为网站带来流量，但大部分在线流量是由搜索引擎驱动的。

Organic search results cover more digital real estate, appear more credible to savvy searchers, and receive way more clicks than paid advertisements. For example, of all US searches, only ~2.8% of people click on paid advertisements.

自然搜索结果覆盖更多的数字空间，对精明的搜索者来说显得更可信，并且获得的点击量远远超过付费广告。例如，在所有美国搜索中，只有约2.8%的人点击付费广告。

In a nutshell: SEO has ~20X more traffic opportunity than PPC on both mobile and desktop.

简而言之：SEO在移动端和桌面端的流量机会比PPC高出约20倍。

SEO is also one of the only online marketing channels that, when set up correctly, can continue to pay dividends over time. If you provide a solid piece of content that deserves to rank for the right keywords, your traffic can snowball over time, whereas advertising needs continuous funding to send traffic to your site.

SEO也是唯一一个在正确设置后可以随时间持续产生回报的在线营销渠道之一。如果您提供值得为正确关键词排名的优质内容，您的流量可以随时间滚雪球般增长，而广告需要持续资金来为您的网站带来流量。

Search engines are getting smarter, but they still need our help.

搜索引擎变得越来越智能，但它们仍然需要我们的帮助。

Optimizing your site will help deliver better information to search engines so that your content can be properly indexed and displayed within search results.

优化您的网站将有助于向搜索引擎提供更好的信息，以便您的内容可以被正确索引并显示在搜索结果中。

SEO Implementation Strategies (SEO实施策略)

Should I Hire an SEO Professional? (我应该聘请SEO专业人员吗？)

Depending on your bandwidth, willingness to learn, and the complexity of your website(s), you could perform some basic SEO yourself. Or, you might discover that you would prefer the help of an expert. Either way is okay!

根据您的带宽、学习意愿和网站的复杂性，您可以自己执行一些基本的SEO。或者，您可能发现自己更喜欢专家的帮助。两种方式都可以！

If you end up looking for expert help, it's important to know that many agencies and consultants "provide SEO services," but can vary widely in quality. Knowing how to choose a good SEO company can save you a lot of time and money, as the wrong SEO techniques can actually harm your site more than they will help.

如果您最终寻求专家帮助，重要的是要知道许多机构和顾问“提供SEO服务”，但质量可能差异很大。了解如何选择一家好的SEO公司可以为您节省大量时间和金钱，因为错误的SEO技术实际上可能对您的网站造成伤害而不是帮助。

White Hat vs Black Hat SEO (白帽SEO遵循搜索引擎官方指南的SEO实践，注重提供优质内容和良好用户体验，是可持续的优化方法。与黑帽SEO使用欺骗性技术试图操纵搜索引擎排名的做法，违反搜索引擎指南，可能导致网站被惩罚。)

"White hat SEO" refers to SEO techniques, best practices, and strategies that abide by search engine rule, its primary focus to provide more value to people.

“白帽SEO遵循搜索引擎官方指南的SEO实践，注重提供优质内容和良好用户体验，是可持续的优化方法。”指的是遵守搜索引擎规则的SEO技术、最佳实践和策略，其主要重点是为用户提供更多价值。

"Black hat SEO" refers to techniques and strategies that attempt to spam/fool search engines. While black hat SEO can work, it puts websites at tremendous risk of being penalized and/or de-indexed (removed from search results) and has ethical implications.

“黑帽SEO使用欺骗性技术试图操纵搜索引擎排名的做法，违反搜索引擎指南，可能导致网站被惩罚。”指的是试图欺骗搜索引擎的技术和策略。虽然黑帽SEO使用欺骗性技术试图操纵搜索引擎排名的做法，违反搜索引擎指南，可能导致网站被惩罚。可能有效，但它使网站面临被惩罚和/或取消索引（从搜索结果中移除）的巨大风险，并具有道德影响。

Penalized websites have bankrupted businesses. It's just another reason to be very careful when choosing an SEO expert or agency.

被惩罚的网站已经使企业破产。这是在选择SEO专家或机构时需要非常小心的另一个原因。

Search Engines Share Similar Goals with the SEO Industry (搜索引擎与SEO行业目标一致)

Search engines want to help you succeed. In fact, Google even has a Search Engine Optimization Starter Guide, much like our own SEO Beginner's Guide! They're also quite supportive of efforts by the SEO community. Digital marketing conferences — such as Unbounce, MNsearch, SearchLove, and Moz's own MozCon — regularly attract engineers and representatives from major search engines.

搜索引擎希望帮助您成功。事实上，Google甚至有一个搜索引擎优化入门指南，很像我们自己的SEO初学者指南！它们也非常支持SEO社区的努力。数字营销会议——如Unbounce、MNsearch、SearchLove和Moz自己的MozCon——定期吸引来自主要搜索引擎的工程师和代表。

Google assists webmasters and SEOs through their Webmaster Central Help Forum and Google SEO Office Hours. (Bing, unfortunately, shut down their Webmaster Forums in 2014.)

Google通过其网站管理员中心帮助论坛和Google SEO办公时间协助网站管理员和SEO人员。（不幸的是，Bing在2014年关闭了其网站管理员论坛。）

While webmaster guidelines vary from search engine to search engine, the underlying principles stay the same: Don't try to trick search engines. Instead, provide your visitors with a great experience.

虽然网站管理员指南因搜索引擎而异，但基本原则保持不变：不要试图欺骗搜索引擎。相反，为您的访问者提供良好的体验。

Frequently Asked Questions (常见问题)

1. 什么是SEO？

   SEO（搜索引擎优化）通过优化网站内容、结构和技术元素，提高在搜索引擎结果页面（SERP）中的排名，从而获得更多有机流量的系统性过程。是通过优化网站内容、技术和结构来提高网站在搜索引擎自然搜索结果中的排名，从而增加有机流量通过搜索引擎自然搜索结果而非付费广告获得的网站访问流量，通常具有更高的转化率和用户参与度。的实践。

2. SEO和SEM有什么区别？

   SEO专注于自然搜索结果优化，而SEM（搜索引擎营销）包括SEO和付费搜索广告（如PPC）。SEO是长期的有机策略，SEM包含付费推广。

3. 白帽SEO遵循搜索引擎官方指南的SEO实践，注重提供优质内容和良好用户体验，是可持续的优化方法。和黑帽SEO使用欺骗性技术试图操纵搜索引擎排名的做法，违反搜索引擎指南，可能导致网站被惩罚。的主要区别是什么？

   白帽SEO遵循搜索引擎官方指南的SEO实践，注重提供优质内容和良好用户体验，是可持续的优化方法。遵循搜索引擎指南，注重用户体验和内容质量；黑帽SEO使用欺骗性技术试图操纵搜索引擎排名的做法，违反搜索引擎指南，可能导致网站被惩罚。使用欺骗性技术试图操纵排名，可能导致网站被惩罚。

4. 为什么自然搜索流量比付费广告更有价值？

   自然搜索流量成本更低、可持续性更强、用户信任度更高，且根据行业数据，自然搜索的点击率远高于付费广告。

5. 如何选择可靠的SEO服务提供商？

   查看案例研究、客户评价、使用白帽技术、提供透明报告、有行业认证，并避免承诺快速排名保证的服务商。