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【SEO知识】提升搜索引擎排名的五大现行策略

 

5 contemporary strategies that help improve your rankings

提升排名的五大现行策略

 

The rules of the SEO game have changed over the years, but columnist Pratik Dholakiya has some solid strategies for increasing search visibility and authority that you can safely use in 2016.

SEO的游戏规则这些年一直在变化,关于提升搜索可见性和权威性,专栏作者Pratik Dholakiya一些可靠的策略,你可以在2016年放心采用。

资料来源:http://searchengineland.com

作者:Pratik Dholakiya

翻译:思亿欧外贸快车市场部

 

Improving your rankings isn’t as simple as it used to be. As businesses have become more invested in SEO, search ranking algorithms have grown smarter and more sophisticated. The result is that many techniques that used to be acceptable are now considered gray-hat or black-hat — and in some cases, can even earn you a traffic-throttling Google penalty.

提升排名已经不像从前那么简单了,随着商家对于SEO的投入越来越多,搜索排名算法也变得越来越智能和复杂。结果是很多从前能被接受的技术现在已被视为灰帽或黑帽了,甚至同时会导致Google的限流惩罚。 

 

Still, the challenge remains: We need links, we need traffic, and we need rankings. How do we achieve this in an ethical manner?

 

挑战也仍然存在:我们需要链接,我们需要流量,我们需要排名。我们如何通过合理的手段来获取我们所需的这些呢? 

 

 

Luckily, there are still powerful white-hat strategies you can leverage to improve rankings. Here are five of the best that we at E2M use successfully to this day.

幸运的是,仍然有很多强大的白帽策略是可以用来提升排名的。以下是我们E2M在用并且到目前为止都证明是成功的五大策略。

1F
Guest posts 客座文章

 

Guest posting has been contested territory for some time. Back in 2014, Google’s then-head of webspam, Matt Cutts, advised that guest posting was increasingly ineffective at building links. If you’re doing a lot of guest posting, he warned, “you’re hanging out with some really bad company.”

以客座身份发贴曾盛极一时。2014年,时任Google webspam部门老大Matt Cutts曾称客座文章对于链接的建立已经越来越无效了。如果你正在大量发表客座文章,他警告说,“你正在与非常坏的人为伍”。

 

It’s easy to see why guest posting has come under fire in recent years. After all, guest blogs used to be a really easy way to get backlinks — maybe a little too easy. All too often, the standard guest post is 500 words long, includes no links to sources (other than the author’s own website) and presents no thoughtful commentary or new insight.

 

很容易理解为什么客座文章在近几年遭受攻击。毕竟,通过客座文章曾是很容易获取反链的,或许有点太容易了。通常是,标准的客座文章长度在500字左右,不包含来源链接(除了作者自家的网站外皮),不表达深度的观点或新的洞见。

 

I’m not saying you can’t have a worthwhile 500-word post. Of course you can. But the majority of guest bloggers aren’t looking at readers’ concerns. They don’t care whether you derive value from the post or not. They care about getting a link, and they’ve nailed the absolute bare minimum required to achieve that end.

 

我并不是说你做不出一篇有价值的500字贴子,当然你能。但是大多数客座博主并不考虑读者的关注点。他们不在乎你是否能从其贴文中获取价值,他们在乎的是获取链接,并且以绝对最小的代价达到了目的。

 

That drags the name of the “guest blogger” into the mud. But it also gives you an opportunity.

这让“客座博主”这个身份声名狼藉。但是,对你来说仍是一个机会。

 

Rather than focus on acquiring links, guest blogging can help with SEO in other, less direct ways. By consistently posting excellent, in-depth content on relevant blogs, you’ll drive up authority and get more social shares, along with signs of quality that Google takes seriously. You’re also more likely to get actual traffic to your website from high-quality content — which is what link building is supposed to be about anyway.

不为获取链接,客座文章对于SEO也是有帮助的,只是以不那么直接的方式。持续地在相关的博客上发表优秀的、深度的文章,能提升你的权威性并取得更多的社交分享,同时还有Google所重视的内容质量。而且你还更有可能通过高质量的文章为网站吸引到真实的流量,而这正是链接建立所应达到的目的。

 

Stuffing low-quality posts with links to your site — or paid third-party links — may be a thing of the past. But guest blogging is still a powerful tool to increase authority and search visibility.

以低质量的贴子为网站来获取链接,或者购买第三方链接,或许已经是过气的方式了。但是客座文章仍是提升权威和搜索可见性的强有力的工具。

 

2F
Infographics 信息图表

 

Infographics are a powerful way of getting a point across quickly and intuitively. That’s one reason why they’re so popular. But they’re also an effective way of getting high-quality backlinks quickly.

信息图表是快速而直观地将内容表述的一种有强有力的方法,这是它为什么受欢迎的一个原因。但它同样是快速获取高质量反链的有效方法。

 

The trick to getting that to happen is in the embed code. After you create your infographic, you can use a tool like the SeigeMedia Embed Code Generator to build the code. This is the code that people who want to post your infographic to their own site will use.

技巧在于嵌入代码。信息图表做好之后,你可以用比如SeigeMedia Embed Code Generator这个工具来生成代码。这个代码是当有人想要将你的图表转载到他们的网站上时所要用到的代码。

 

So include a request to link back to your site, and make it easy by bundling exactly the URL you want them to use into the infographic’s embed code. That way, they can’t avoid seeing it. Sure, some people will ignore it, but most people will attribute your infographic when they post it — and make the attribution a hyperlink back to your site. Bingo!

在嵌入代码里加一个链回你的网站的请求,并放一个你希望被链回的网页的确切的URL,这样,人们就一定能看到了。当然,有些人是会忽略它的,但大多数转载你的图表的人会对它进行归属描述,将那个归属描述做成链回你的网站的超链接,就成了!

 

To get your infographic in front of more people, use infographic publishers (Visual.ly is one). Most will want a 70-or-so-word description of the infographic; then they’ll store it, and when other content marketers and bloggers want a graphic, they’ll be more likely to find yours. The free infographic publisher landscape changes quite quickly, so to make sure you’re not putting your content on dead sites.

 

想要更多的人看到你的图表,你可以用图表处理网站(比如Visual.ly)。他们多数会要求一个70字左右的描述,并将你的图表存入图表库,当有其它的内容营销者或博主需要一个图表时,找到你的图表的可能性会比较大。免费的图表处理网站的市场格局变化非常快,所以请确保不要将你的图表放到了一个将死的网站里了。

 

Want some extra juice? On those sites, you can search for infographics on the same subject as yours, then reach out to users who have accessed those infographics and ask if they’d be interested in yours. Our annual infographic on Google’s algorithm updates (now in its fourth year) was picked up by Entrepreneur, Social Media Today, Marketing Land and more!

还要更多吗?在那些网站里你可以搜索与你的图表内容一样的其它图表,问问使用这些图表的用户,是否对你的图表也感兴趣。我们公司的Google算法更新年度信息表(现在已经第四年了)就被Entrepreneur,,Social Media Today,Marketing Land以及更多的用户采用。

 

 

All in all, infographics are a great way to get quality backlinks from a range of relevant sites.

总而言之,信息图表是一个从众多相关网站获取高质量反链的很棒的方法。

 

3F
Personal blogs of the CEO & other employeesCEO                                                               和其它员工的个人博客

 

Blogging lets you connect with your readers. Most blogs are written in an informal, conversational style that’s a long way from what you’d see in a newspaper or magazine. And that’s true of professional blogs, too.

 

博客为你和读者之间建立联系。多数的博客都是非正式的、谈话式的风格,如你长期以来在报纸和杂志上所看到的风格截然不同。专业的博客,也是如些。

 

Using personal blogs at work — the CEO’s blog, for instance — can be a way to generate content that feels natural and personal. These people can blog about their own interests, and those interests are bound to overlap with the company’s targeting.

在工作中使用个人博客,比如CEO的博客,是一种创建自然的又个人的内容的方式。这些博主们会写有关他们个人兴趣的内容,而这些内容必然与公司的业务有重合和关联。

 

Blogs like this are also a way to offer specific insights, because certain employees will know things no one else on your team knows. For example, what are the legal implications of the product you’re developing? Get someone from legal to blog about it. Suddenly, readers in a similar position at other companies suddenly have a reason to read this content.

这类的博客也是一个表述一些物殊洞见的方式,因为其它的员工会知道很多你的团队所不知道的知识和信息。例如,知道你正在研发的产品有哪些法律隐患吗?找到一个法律专家来写博客,于是突然间,其它公司类似职位的人就都来阅读这个内容了。

 

Personal professional blogs can be done one of two ways. You can offer a multi-voice blog on your company website, either as posts within the larger company blog or as separate sections with their own visual branding. Or you can have team members blog on their own domains and occasionally refer back to the company blog when it’s appropriate.

个人的专业博客可以用两种方式来做。你可以在公司网站上开设一个可多人发贴的博客区,作为大的公司博客的一部份,或作为单独的有独立视觉品牌的博客。你还可以让团队成员开设自己独立域名的博客,在合适的情况下不定时地将这些博客链回到公司博客。

 

4F
 Beat the champ 击败冠军

 

How do you become the champ? By beating hundreds of could-have-been-a-contenders? No. You have to seize the top spot from the person who’s already there.

 

你如何才能成为冠军?击败成百上千的竟争者吗?不,你需要借由现在的冠军来爬到榜首。

 

You can do the same thing with link building and SEO content marketing. Look at content that’s already performing well in your vertical. Find a piece of content that a) you think is awesome, and b) is performing well in organic search. Drop the URL into the usual suspects — like Ahrefs or Open Site Explorer — and see which sites are linking to it. Download all the linking sites into a spreadsheet.

你可以用他们一样的方式来创建链接和做SEO内容营销。查阅那些在你的垂直领域表现很好的内容,找出其中你认为很棒并且自然排名很高的文章,将其URL放到外链查询工具,如Ahrefs,Open Site Explorer,看看有哪些网站与其有链接,再将所有与它有链接的网站都下载到一个表单里。

 

Then, pick the post apart.

然后,将那篇文章下载下来。

 

Would it work better if it were longer? If you’re looking at the “10 best ways to get more traffic with your blog,” maybe you should write the 20 best ways, or the 100 best ways.

这篇文章如果篇幅长一点会不会更好呢?如果其标题是《为你的博客引流的十大最好方法》,或许你可以将方法写成二十种,甚至一百种。

 

Would it work better if it were more detailed? Maybe do the same number of methods, but in crazy, inch-by-inch detail.

这篇文章如果写得再细一点会不会更好呢?或许还是十大方法,但是你可以把它写得非常详细。

 

Remember that content is content. Your content doesn’t have to be a blog post. It could be an infographic, or a YouTube video, or a Vine. It could be a stand-alone resource page.

 

记住内容就是内容。你的内容不必要非得写成博客文章,它可以是一张图表,一个YouTube视频,或者Vine视频,它还可以是一个独立的资源页面。

 

But that’s only going to be a winner for you if you’re getting your content seen. Once you’ve created your super-linkworthy content, you have to reach out to the right people.

 

但是只有当你的内容被看见,你才可能赢。当你创建了一篇超有链接价值的内容,你需要将它推送到正确的人眼前。

 

All too often, reaching out to people is a stab in the dark. “You might be interested in something along these lines… ” Yeah, but probably not. The success rate of these attempts is often very low.

通常,将内容推送出去是摸瞎着进行的。“你可能对……内容感兴趣吧。”是的,但也许不感兴趣。成功的概率通常是很低的。

 

But you already have the lowdown on the people who would be interested in content like this. Remember when you used Ahrefs, Open Site Explorer or the tool of your choice to find out who was linking to the content you just improved upon? Check the spreadsheet you put together earlier, and then do a quick sanity check. Pages that don’t make sense, like article directories and forums (Yes, they still exist) can go.

 

但是你已经知道了谁会对这个内容感兴趣的,还记得你用了Ahrefs,Open Site Explorer或其它外链查询工具来查了源内容的外链网站么?将稍早前做好的表单拿出来,作个快速的分析,那些没有意义的站点或网页,比如文库或论坛(是的,这类的网站仍然存在)就可以划掉了。

 

What are you left with? A list of people who are actually very likely to be interested your content.

现在你剩下些什么信息?就是一个真正非常有可能对你的内容感兴趣的人的名单了。

 

5F
Giving interviews 做访谈

 

CXOs and other employees are great subjects for interviews. Everyone else has to produce content, too, and the word of someone in the field (especially an expert) is worth a lot. So if you’re a high-level company spokesperson or an extremely knowledgeable subject matter expert, you’re likely to be approached more often than you’d actually prefer.

各高管和其它员工都是很好的访谈对象,其它每个人也要生产内容,但专业领域内的人士(尤其是专家)的观点是相当有价值的。所以如果你是公司较高级别的发言人,或是某个领域极其资深的专家,你可能经常会被访谈,尽管你可能不愿意。

 

You can’t take up an offer for an interview and sit there like a stereotypical used car salesman, hard-selling your own product. But you can sell your brand.

 

当你接受了一个访谈邀请,你不可以像一个老套的汽车销售员一样,坐在那里强行销售你的产品。但是你可以推销你的品牌。

 

When you’re in front of the camera, or on the page, you are your brand. If you’re confident, insightful and open, viewers relate. Remember, even in B2B, the buying decision isn’t made by highly sophisticated algorithms. You’re still selling to human beings.

 

当你在镜头前,或是在网页上时,你就代表你们公司的品牌。如果你自信、富有洞察力并且开放,观众和读者就会将你同你的品牌关联起来。记住,即便是在B2B,购买决策也不是在高度复杂的算法的基础上作出的,你销售的对象依然是人。

 

Viewers or readers need to see you as someone who understands the problems they’re trying to solve. That’s partly competence and partly a hard-to-define “she gets it” factor.

观众和读者想要看到的是,你是一个了解和可以解决他们试图解决的问题的人,这个一部份是能力问题,一部份也是一种让人“不明觉厉”的特质。

 

Interviews also offer the opportunity to talk directly about your company’s offerings. You can mention new initiatives, updates, new products or ventures. Talking about these in interviews gets them exposure. Add a link to the interview text if you’re being interviewed by email, or spell the URL out in a video interview.

访谈也是一个可以直接谈你公司业务的机会,你可以谈公司的新举措、变更、新产品或投资项目,在访谈中谈论这些可以取得爆光。如果你是邮件形式被访谈的,你可以在邮件文本中加链接,视频访谈时你可以大声说出相关的URL。

 

Recently, my colleague, Rohan Ayyar, who knows a lot about remote work best practices from his project management days, was interviewed along with other experts by the guys at Proofhub, from which he managed to get a link to our executive branding service, Preceptist, all the while keeping it relevant and non-promotional. See what I mean?

 

最近,我的同事Rohan Ayyar和另外几位专家一起被Proofhub的人访谈。Rohan基于他的项目管理经验,在如何最有效地远程工作方面有深刻的见解。在这次访谈中,他成功地植入了我们的品牌推广服务Preceptist,很有关联性很巧妙,而且没有广告色彩。明白我的意思了吗?

 

Conclusion 综述

 

It’s still possible to improve your rankings with careful strategy. Increasingly, it’s about leveraging content marketing to improve linkability. That can be done by targeted outreach, by encouraging social sharing or by using content itself to encourage linking. But it all helps drive up ranking.

 

用精妙的策略来提升排名的可能性仍然是存在的,这些策略日渐倾向于借由内容营销来提高链接可行性。可以是通过向既定目标对象推广的方式,可以是通过社交分享的方式,也可以是以优质的内容本身来吸引链接,这些方式都是可以帮助提升排名的。

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【SEO知识】提升搜索引擎排名的五大现行策略

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