2020年谷歌优化高级教程

2020年谷歌优化高级教程

2020年谷歌优化高级教程

    这篇文章不是我的原创,来自google SEO领域的大神Brian Dean.它的这篇文章有一些独到的观点,但是也有些方面Jack老师认为是存在一些以偏概全的问题。所以我尽可能的忠实原著,然后将自己的心得体会一起放在这篇文章中,供同学们品鉴。不管是做Google SEO还是外贸客户开发,市面上有各种学习资料,但需要注意的是,不管是谁的教程都可能存在时效性或者地域性的理念偏差,同学们在学习的时候要抱着怀疑的眼光去认真审视,批判性的学习和吸收,才能弃其糟粕取其精华!

观点一:为记者关键词(Journalist Keywords)排名

外链引用域名数量柱状图

这张图是Brian Dean用来说明,他的网站中某个页面在一段时间内的外链增减数量。上图中有三个绿色的箭头,说明的是链接到该页面的外链源网站域名数量的三个高峰值。除了第一次的高峰值之外,后面还有2次小高峰值。按他的说法,后面2次的小高峰值是因为新闻记者知道了他的这个页面中有对应的研究数据然后在撰写文章的时候引用了Brian Dean文章上的研究数据并且做了外链指向这个页面。

我并不是很认可他的这种说法!从某种角度上来讲,他的这种说法确实是能够说的通,但是有点以偏概全的嫌疑!为什么这么说?理由有以下几点:

1.从上图的数据时间节点来看

第一次的外链引用域名数量峰值在2019年的10月份达到了顶点(他的这篇文章发表时间是2019年的10月8号)。从上图中我们可以清楚的看到从10月份开始,外链引用域名数量就在不断的下滑,到了2020年1月份的时候已经为零。鉴于新闻工作者的文章非常讲究时效性,所以不太可能出现二次引用的情况。

2.外链引用域名数量的波动情况

还是上面那张图,蓝色的代表新增引用域名,黄色的代表已经丢失的引用域名。我们都知道,如果是新闻稿的话不太可能会朝令夕改频繁变动,那么也就意味着短期内这些新闻稿所指向Brian Dean的页面外链不太会发生大变动。但是从图上来看,从去年文章发布到现在,它的外链引用域名的数量一直在不断的变动,基本上每天都有丢失。所以从这一点上来讲,Brian Dean的这张图表是不具备说服力的!

我想指出一点,虽然他的这张图表不具有说服力,但是他的这个逻辑是没有太大问题的,用新闻工作者来引用你的研究数据从而达到外链引用域名数量增加的目的。可能是因为中西方文化差异的问题,我们国家的新闻对数据引用的来源好像不是非常重视,但老外是比较注重的。这还仅仅是正规或者半正规的新闻媒体渠道。如果是普通的网站优化人员呢?我猜绝大部分是不会专门做链接说明自己文章中的数据引用来源!

另外,我们的课程核心是外贸建站和谷歌SEO优化,对于外贸独立站来说,我们不太可能也没有太大兴趣去深入调研某些问题从而得出对于的研究数据。那么即使有新闻人员想引用也找不到对于的应用数据源。假设你真的很认真,做了某个方面的细致研究,比如2019年保温杯的中国出口状况报告,其他问题也会跟着出现。研究的问题领域太小,研究的问题不是热门话题,研究的数据因为文章作者不够权威导致新闻人员不敢采用等等。Brian Dean之所以有这么多的外链引用域名,很大程度上是他的江湖地位所决定的,换成其他的同领域小喽啰,比方说Jack老师,哪怕文章写的比他还出色,我猜也没有多少人会愿意采用。而我们的同学中绝大部分都是这种情况,自身的名气和网站域名权重都很低,不被他人所信任。

观点二:使用动图来提升页面停留时间

这一点我是非常赞同的,页面停留时间越长,页面交互频率越高,谷歌搜索引擎就会认为你的网页内容质量非常出色,能个传递给网页访客有价值的东西,所以谷歌搜索引擎会给你的这个页面增加权重,提升自然搜索排名。如果你一下子想不明白,那Jack老师就换个比喻,你在课堂上听爱国主义的内容昏昏欲睡,但是一看到李云龙的《亮剑》就一下子兴奋起来了。你就开始听老师讲什么是抗日精神,什么是革命先烈的爱国精神,感觉这个老师的课程非常有意思,年底评选十大优秀老师的时候肯定有这个老师的名字!

做网站的内容也是一样,全篇的文字描述就和懒婆娘的裹脚布一样又长又臭,如果遇上文笔和Jack老师一样的作者就更加觉得恶心没有想看下去的欲望了。如果我们尝试着把部分文字内容替换成图片呢?如果图片不能很好的表达你的想法,是不是可以进一步的用动图来表示某些事物的工作原理和运行机制?比方说你写LCD屏幕的偏光折射,因为涉及到的技术性太强,很多不是LCD行业的人根本看不懂,这时候你用 gif格式或者svg格式做动图,展示LCD屏幕的背部光源如何通过液晶显示屏的整个过程,是不是一下子就让人豁然开朗了?

同理,网站上穿插视频也是和动图的概念是一致的,通过多彩动态视觉的内容呈现,让访客停留在网站页面的时间更长一些。不过视频播放如果采用的是自己主机播放的方式会占用比较多的主机空间,这不是一个很好的现象,建议将视频上传到youtube等主流媒体,然后用嵌入式播放窗口的方法进行资源调用播放。

观点三:创建核心内容集中版块

核心内容版块有点像Jack老师说的内容主题集群,有兴趣的同学可以查看Jack老师的这篇文章《如何用主题集群来提高SEO效果》;Brian Dean非常喜欢用核心内容集中版块的方式来进行网站SEO优化,比方说他的这个页面《Content Marketing Hub》就是典型的核心内容集中版块。那么什么是核心内容集中版块?核心内容集中版块具体是怎么操作的?我们来一起了解一下。

第一步:先搞明白核心内容集中版块是什么?

核心内容集中版块就是根据自己的需要选定一个核心内容主体,比方说Google SEO,然后创建该主体下面的分支结构。同学们都知道Google SEO的优化部分主要是分为站内和站外优化两大部分。站内主要是通过原创内容优化、网页加载速度优化、和网站整体结构优化三大部分;而站外主要是通过外链优化,社交分享优化(也可以算作是外链优化的一个小分支)。

第二步:罗列出核心内容集中版块的各个分支结构内容

正如上面所说的,我们罗列出网站的谷歌优化包括站内和站外两大部分之后,在对站内站外的分支结构进行进一步的内容细分。比方说原创内容优化中,包括但不仅限于KTD(关键词、标题、元描述)优化,文章内容结构优化(论点、论据、论证 ),图片和图像配套说明优化,网站内链传导优化等等。在每一个细分内容版块上用更细致详尽的描述做对应的原创优化文章。

第三步:在核心内容集中版块页面进行内链罗列

每一个细节点用简练的关键词或者长尾关键词罗列在核心内容集中板块上之后,这个页面就有点类似集中导航页面,每个细分内容都有关键词的内链指向对应的详细说明页面。如下图所示:

核心内容集中版块页面

这样做有没有好处?答案是显而易见的,Brian Dean说他的网站流量中,有28%的自然搜索流量来自于这些核心内容集中版块,而这些核心内容集中版块的数量在其所有的博客中所占比例是比较小的。因为是每个细分页面的权重和流量不断的指向该核心内容集中版块,所以这种类型的页面就会让谷歌搜索引擎感觉,这个页面质量非常高,权重也非常高,自然而然的比单个关键词的文章页面要排在自然搜索结果的前列!

观点四:对目标关键词进行比较

Brian Dean说的这个意思是用vs来连接两个特点的目标关键词,比方说液晶显示屏就可以用IPS vs TFT;

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